Encouraging Aussie drive

We're getting ready to roll out the green and gold welcome mat to increasing numbers of Australian road-trippers.

The South Island tourism industry is collectively inviting our Aussie neighbours to come drive from the West Coast to Wanaka, Marlborough to Queenstown and Southland and everything in between, starting and finishing here in Christchurch.

Christchurch Airport and Tourism New Zealand are partnering with all regions of the South Island on a three-year campaign to remind Aussies of all the amazing experiences they can enjoy just a short flight away. The campaign will see a direct investment of three million dollars over three years, plus a wide range of media and travel agent development activity will see the value delivered by the campaign reach as high as $5M.

General Manager Trade Development and Marketing Scott Callaway says as the acknowledged gateway to the South Island, Christchurch Airport is excited to be partnering with Tourism New Zealand to increase visitors to all regions of the South Island.

"With increased trans-Tasman capacity into Christchurch this summer, we're confident this campaign will remind Australians why the South Island's such a great place to visit. Attracting more Australians back to the South Island is critical to the recovery and growth plans of not just the airport, but the city, the South Island and the country," he says.

Tourism New Zealand Chief Executive Kevin Bowler says TNZ is looking forward to the campaign.

"We know from past campaigns that the self-drive offer encourages travellers to explore further afield while they are here, which increases length of stay and the number of regions visited - two key goals of all our activity in Australia. We have seen great success from our wider campaign activity in the South Island over the past few years and look forward to telling a fresh and compelling story to bring more Australians to South Island roads over the next three years," he says.

Chief Executive of Tourism West Coast Jim Little says the West Coast is ready to welcome more Australians. "Australian visitors are an important market for the West Coast. They travel at different times of the year and provide regular guest nights for West Coast accommodation".

CEO of Christchurch and Canterbury Tourism Tim Hunter agrees Australians are vitally important for the South Island and love to explore it. "Our friends across the ditch have been a core part of South Island tourism and we're working hard to restore their love of our part of the world and all the experiences it offers."