Tour of Southland Drives Accommodation Demand and Boosts Economy

The recently concluded Tour of Southland has significantly boosted local accommodation occupancy in Invercargill, traditionally a quieter month for corporate travel. According to Chris Ramsay, chief executive of the Invercargill Licensing Trust, many visitors typically travel to see family and friends during January, often opting for private stays over hotels. Despite this trend, motels have maintained steady occupancy levels, with the Tour providing a much-needed influx of visitors.

Looking ahead, February is poised to be particularly strong for the region, bolstered by events such as the National Chess Championships, Teretonga racing, Waimumu Field Days, and the Burt Munro Challenge. Ramsay emphasized the importance of these larger, multi-day events, stating, “These events, all of which our funding helped to secure, really highlight the value of attracting visitors to the region and the positive flow-on effects they bring.”

As March approaches, Ramsay anticipates a slight easing in accommodation pressure, especially without the return of last year’s Bagpipe Nationals. Mark Frood, general manager of Great South Tourism and Events, noted that the early summer season often sees “patchy” accommodation bookings as people travel elsewhere. He explained that Southland experiences varied visitor flows, with a mix of domestic and international tourists contributing to the region’s tourism landscape.

The forecast for international visitors remains solid, with major events like the Burt Munro Classic and Waimumu Field Days putting significant pressure on local accommodation. Frood highlighted the need for early booking, particularly for those wishing to stay close to event venues. In previous years, some visitors to the Burt Munro Classic have opted for accommodations in nearby townships, such as Gore, which is only a 45-minute drive from Invercargill.

The surge of visitors is expected to provide a substantial boost to the local economy. Frood commented, “We’ve got smaller communities, so everybody has a chance to have business. The benefits spread throughout the region.” This economic uplift comes at a crucial time, following a sluggish domestic economy in New Zealand over the past two years. Frood expressed satisfaction with the targeted marketing campaign for the Burt Munro Classic, noting an increase in international registrations from countries such as the United Kingdom and the United States. “It’s really gaining international recognition,” he added.

Both Ramsay and Frood remarked on the dynamic impact of increasing summer events in the city. Ramsay mentioned, “We’ve got a new CBD, new hotels, and we’re starting to see good flows of tourists again.” He believes that these developments contribute to a vibrant atmosphere in Invercargill, enhancing the overall visitor experience.

As the region continues to attract diverse events and visitors, the positive effects on local businesses and the economy are becoming increasingly evident. The collaborative efforts to secure large-scale events underscore the importance of tourism in driving growth and maintaining economic stability in Southland.