Fly-drive to lower the impact of tourism
Are fly-drive holidays the way to create a more regenerative tourism sector?
The lower South Island's three airports and eight southern Regional Tourism Organisations (RTOs) are making the argument that they are.
Working collectively under the banner of Southern Way, and backed by Air New Zealand, they've today launched a new initiative to make it easier for people to explore the deep South.
The plan is to encourage visitors to use the airline’s multi-stop booking tool to fly into one of the three airports, rent a vehicle to explore the region, then fly out of another airport.
While clocking up the kilometres in a rental car might not sound like the most carbon-friendly tourism, the brains behinds the move say it will promote longer-stay, lower-impact itineraries.
"We’re excited by the opportunities this opens up, and we believe there are real benefits for everyone in spreading visitors widely around the region, rather than having them concentrated in a few hotspots,” Queenstown Airport Acting Chief Executive Todd Grace says.
"This is a meaningful way of supporting the regenerative tourism aspirations of our community and the lower South alongside Dunedin and Invercargill airports."
'One trip to see it all' is the slogan for the campaign and there's a dedicated Southern Way page on the Air New Zealand website is offering itinerary suggestions.
Southern Way Project Manager Sanae Herd says the initiative supports how the communities have said they want to see tourism managed, formalised in the destination management plans.
"Our communities have told us that they want to see tourism developed and managed to deliver longer stay, lower impact visitation that shares cultural and economic benefits across the wider regions," Herd says.
"All of the RTOs involved are excited to have Air New Zealand and the Southern Airports Alliance fully engaged with this approach and working with us to facilitate visitors moving more widely around the regions and thereby reducing the risks of overcrowding and pressure points."
Dunedin Airport Chief Executive Daniel De Bono says visitors who book a Southern Way itinerary will be spoilt for choice.
“Dunedin itself is full of amazing attractions, from its renowned heritage buildings to rare wildlife. From there, visitors can travel through Waitaki, Clutha, Central Otago, or down to Southland.”
Invercargill Airport Chief Executive Stuart Harris hopes the one-way travel will entice more visitors to New Zealand’s southernmost city.
“There are so many surprises for people to discover here. Southland has some stunning scenery and the open-jaw itinerary encourages visits to the beautiful Catlins, Rakiura, and Riverton.”
Air New Zealand Chief Customer and Sales Officer Leanne Geraghty says the campaign illustrates how easy it is to book a road trip holiday, using the airline’s multi-stop booking tool.
“The Southern Way is the perfect example of how travellers can fly into one airport, and fly out of another, getting to experience multiple destinations in the one trip."
Air New Zealand flies to 20 domestic destinations. Geraghty says passengers can earn Airpoints by booking a rental car through the airline's website.
