Venture Southland works with the media and travel sellers (trade) to ensure that the tourism industry has a good understanding of tourism in Southland and has the information they need to sell Southland as a destination throughout the world.

Promotion through Media Channels

Venture Southland pitches opportunities to the media about Southland’s activities, natural environment, food and history to raise the profile of the region with domestic and international markets.

After pitching exclusive stories that position Southland in a positive light, Venture Southland is able to host media representatives in the region. This includes creating detailed and targeted itineraries that showcase the best of Southland for specific media groups. These relationships established and further engaged with by the media result in coverage of the Southland region in various traditional and online channels.

Maintaining relationships and developing new links with media is vital in today’s fast-moving society and ensures that the Southland region is promoted to a wide range of markets. This includes Venture Southland partnering with an array of media channels including NZME, MediaWorks and specialised media and social influencers.

Alongside working with the media Venture Southland also works closely with Tourism New Zealand to support their International Media Programme and promote key international marketing messages.

Developing Trade Channels

Developing trade channels that direct business and visitors to Southland is a key method of destination promotion. The work undertaken by Venture Southland strives to ensure Southland is recognised throughout the world as a valued destination, not only attractive to travel sellers as a unique holiday offering but also as a commissionable and therefore a lucrative option for operators as well.

Venture Southland works with local tourism operators to prepare their businesses for trade and then shares and promotes these businesses through a variety of channels including inbound operators, wholesalers, Tourism New Zealand and retailers including the i-SITE network. Promoting Southland's talented tourism operators is a large part of the role we play to keep Southland front of mind.

Venture Southland builds relationships with these channels through activities such as attending trade shows, providing itinerary collateral, hosting trade representatives and the development of a Southland trade manual.