Planning for Southland’s continued tourism growth is a main priority in the development of the Southland Murihiku Destination Strategy.

The strategy will provide a blueprint for Southland’s destination management, assist in ensuring visitors have a quality experience, and provide a framework to achieving the goal of $1 billion dollars in tourism revenue, in Southland by 2025.

Once established the strategy align with social, cultural and environmental considerations to ensure the benefits of tourism are shared across the whole region.

Who's involved?

It is important that this strategy truly reflects the needs and opportunities of the Southland tourism sector. To achieve this, and ensure the project objectives are reached, a Strategic Advisory group has been established including representatives from the Southland tourism sector, Department of Conservation, Iwi, Council, Air NZ, Tourism NZ, Venture Southland, neighbouring RTOs and local community groups. 

Stafford Strategy has been appointed as an independent consultant to develop the Strategy and is working alongside the Strategic Advisory Group to develop the strategy and encourage engagement.

Guiding Principles

Together It is essential there is a regional, coordinated, collaborative and inclusive approach reflecting our unique situation and ensuring the benefits of tourism are shared throughout
Diversity Diversity is a strength and our uniqueness should be highlighted and celebrated, but clearly defined
Manaakitanga We want to welcome visitors and share our region and its unique stories while at the same time we understand that as good hosts we need to make sure visitor needs are addressed as well as our own
More than money We understand that visitors can bring and take away a lot, which is measured by more than money
Kaitiakitanga As guardians of our special place, we have a responsibility to protect our land, sea, air, living creatures, traditions and communities - for future Southland communities

It anticipated that the final strategy will be completed, and able to establish a blueprint for Southland’s destination Management, by the end of March 2019.

For further information contact
Bobbi Brown - Venture Southland

Bobbi Brown

Group Manager Community, Tourism and Events