ChristchurchNZ-led initiative wins national tourism award

ChristchurchNZ and its regional partners have taken out the 2026 Tourism Collaboration Award, recognised for an ambitious campaign uniting six Central South Island regions and delivering significant growth in Australian visitor arrivals, regional dispersal and economic impact.

Winter Different campaign wins tourism award

Presented at the New Zealand Tourism Awards at Te Pae Christchurch Convention Centre Wednesday evening, the FareHabor Tourism Collaboration Award recognises outstanding collaboration across the tourism sector and celebrates initiatives that deliver meaningful outcomes through partnership and innovation. The judges praised ChristchurchNZ's leadership, collaborative approach and the campaign's exceptional results, noting its success in directly addressing tourism seasonality and regional dispersal challenges.

The winning initiative Winter Different led by ChristchurchNZ brought together Destination Kaikōura, Visit Hurunui, Venture Timaru, Mackenzie Tourism and Development West Coast alongside national industry partners including Tourism New Zealand, Christchurch International Airport, Webjet, Snap Rentals, Great Journeys and more than 160 tourism operators.

Campaign targeted Australians for visitor arrivals

The campaign exceeded every major target, helping to attract an adcditional 7,539 Australian visitors during winter 2025, helping to increase winter arrivals into Christchurch by 19.3 per cent and generating an estimated economic uplift of between $20.7 million and $25.1 million across the Central South Island.

ChristchurchNZ Head of Destination Kath Low said the award reflects what can be achieved when regions work together toward a common goal.

"What makes this award particularly meaningful is recognising the power of putting the visitor experience ahead of regional boundaries. Together, we were able to showcase everything Australian visitors tell us they love about New Zealand, from Christchurch's vibrant urban regeneration, culture and hospitality, to extraordinary wildlife encounters, dramatic landscapes, boutique food and wine experiences, and iconic journeys across the South Island."

ChristchurchNZ, Head of Destination - Kath Low

"No single destination could offer that breadth of experience on its own. By coming together at pace and around a shared vision, we created a genuinely compelling winter holiday proposition encouraging visitors to stay longer, explore further and experience more of the Central South Island. The results show what is possible when regions collaborate with a common purpose and focus on growing the visitor economy for everyone's benefit," says Low.

Dark Sky Winter Different Campaign — Winter Different campaign imagery

Winter Different Billboard — Winter Different campaign billboard

Collaboration at the heart of success

Developed and launched in just three weeks, the campaign leveraged Tourism New Zealand market insights and an integrated booking ecosystem, enabling Australian travellers to seamlessly discover, plan and book their journeys across the region.

The campaign was funded by $600,000 in competitive funding from MBIE’s Regional Tourism Boost Fund. The success of Winter Different helped to secure a further $1 million in investment from MBIE, enabling the partnership to evolve into the Discover Different campaign and continue driving visitor growth across the Central South Island through 2026.

Development West Coast's Destination and Tourism Manager Andrew Aitken said the award demonstrates the value of a truly regional approach.

"This award belongs to every organisation, operator and partner who believed that, by collaborating, we could create something more compelling than any one destination could achieve on its own. Winter Different showed the power of regional storytelling and collective action. Together we showcased the Central South Island as a world-class winter destination and delivered tangible benefits for districts, businesses and the wider visitor economy."

Development West Coast, Destination and Tourism Manager - Andrew Aitken

"Visitors don't see regional boundaries, they see incredible road trips, unforgettable journeys and memorable experiences. By coming together with the other regional tourism operators, we have been able to create a stronger proposition, increase visitor dispersal and ensure tourism benefits are shared across the wider region," says Aitken.

Campaign data showed visitors stayed an average of 9.5 nights, helping spread economic benefits well beyond Christchurch and into communities throughout the Central South Island. More than 89,000 website visits were recorded during the campaign, while marketing activity generated more than 16 million impressions across key Australian markets.

Key campaign results

7,539 additional Australian visitors (26% above target)
19.3% increase in winter arrivals into Christchurch
Estimated economic impact of $20.7M-$25.1M
89,851 website sessions (259% above target)
More than 160 tourism operators involved across six regions
Additional $1 million secured to continue the programme through Discover Different in 2026