$1M ‘Discover Different’ Campaign to Showcase Canterbury and West Coast to Australian Visitors

“This investment is about celebrating what Kiwis already know—Canterbury and the West Coast are regions of extraordinary beauty, flavour and adventure,” Upston said.

 

Canterbury and the West Coast’s regional tourism organisations will receive $1 million in Government funding to launch Discover Different, a new autumn campaign designed to attract Australian visitors and highlight the regions’ diverse experiences, Tourism and Hospitality Minister Louise Upston announced today.

The campaign builds on the success of the popular ‘Winter Different’ initiative and extends the invitation to Australians to explore Canterbury and the West Coast during the cooler months, traditionally a shoulder season for tourism.

“This investment is about celebrating what Kiwis already know—Canterbury and the West Coast are regions of extraordinary beauty, flavour and adventure,” Upston said.

From the alpine landscapes of Aoraki Mount Cook and whale watching in Kaikōura, to hot pools in Hanmer, Christchurch’s vibrant laneways, and the wild rainforests and rugged beaches of the West Coast, the campaign will spotlight experiences that appeal to a wide range of travellers.

Food, Nature and Year-Round Experiences

The campaign will also showcase the regions’ growing food and drink credentials.

“New Zealand’s food and drink scene is world-class, and Canterbury and the West Coast are no exception,” Upston said. “From whitebait fritters and artisan cheeses to tasting flights at award-winning distilleries, craft breweries and wineries—there’s something for every palate.”

The Government says the campaign is designed not only to attract visitors, but to support local businesses and regional communities by driving demand outside the traditional peak season.

“These campaigns help local businesses thrive while giving visitors compelling reasons to explore the regions,” Upston said. “It’s about backing your region and sharing the experiences you’re proud of.”

Regional Collaboration at the Core

Discover Different is being delivered through a regional collaboration led by ChristchurchNZ, working alongside Destination Kaikōura, Visit Hurunui, Venture Timaru, Mackenzie Tourism, and Development West Coast.

Together, the partners are developing new travel deals, themed itineraries and bookable packages, making it easier—particularly for Australian travellers—to plan and experience multi-stop regional journeys.

“This is a great example of what can be achieved when regions work together,” Upston said. “Supporting local businesses, keeping communities thriving, and showcasing what makes Canterbury and the West Coast truly special—that’s what this campaign is all about.”

Part of Wider Tourism Boost

The initiative is one of five projects funded under the latest round of the Regional Tourism Boost, which totals $3.69 million. The programme aims to increase international visitation to regional New Zealand during autumn and early winter 2026, supporting more balanced, year-round tourism growth.