Cruise tourism continues to play a significant role in Murihiku Southland's visitor economy, contributing $15.8million to the region in the 2024/2025 season alone.
Newly released national data from the Value of Cruise Tourism 2024/25 Economic Impact Assessment shows $11.3million of this came from Fiordland, $2.7million from Bluff, and $1.8million from Rakiura, highlighting the strength and diversity of the region’s cruise offering.
The 2025/2026 season is set to build on this momentum, with 13 port calls scheduled for Bluff and 14 for Rakiura, welcoming an estimated 9,000 guests and 5,000 crew to the region.
Against this backdrop of growing opportunity, Great South brought together more than 40 industry leaders, tourism operators, and community representatives for the Cruise Murihiku hui held this week.
Great South Chief Executive Chami Abeysinghe said the strong financial uplift from cruise demonstrates why Great South's role in bringing partners together is vital as the sector continues to expand.
“Cruise delivers real economic value for Murihiku Southland, and as the region's development agency, it's our role to ensure we're working collectively to maximise those benefits,” she said.
"The latest figures highlight just how significant cruise is becoming for our local economy. Bringing partners together through the hui allows us to build a shared understanding of what's needed, strengthen regional capability, and make sure we're creating visitor experiences that truly reflect the identity and aspirations of our region.”
The event focused on how the region can harness the economic, cultural and social value of cruise tourism while ensuring benefits are shared widely across communities.
Speakers included Jacqui Lloyd from the NZ Cruise Association, Belinda Sawyer from ID New Zealand, Amie Young from Great South, Geoff Finnerty from South Port, and Tammi Topi, Coordinator of the Bluff Motupōhue Tourism Master Plan, a role supported by Great South. Speakers shared insights on emerging trends, visitor expectations and opportunities for regional growth.
NZ Cruise Association CEO Jacqui Lloyd highlighted Southland's unique appeal and the region's united approach.
"Globally, we're seeing growing demand for immersive, authentic experiences, something Southland excels at. There are exciting opportunities here, particularly with smaller expedition and boutique vessels looking for distinctive destinations,” Ms Lloyd said.
She also acknowledged the collective commitment shown at the hui:
"Cruise lines value destinations that are well organised, welcoming and able to offer memorable, meaningful experiences. Southland has all the ingredients, and the collaborative spirit shown at the hui is a real strength as the region positions itself for future growth.”
Collaboration was a recurring theme throughout the hui, with speakers noting that success relies on tourism operators, mana whenua, communities, ports, councils and industry partners working together. Future planning would prioritise the attraction of vessels that are appropriately sized for the region and ensure any increase in port calls is welcomed and supported by host communities.
South Port, which currently accommodates cruise ships, is also investigating opportunities to enhance the visitor experience as ship numbers and expectations evolve.
Following on from the hui, Great South will support cruise tourism growth by strengthening industry collaboration, positioning Murihiku Southland as a must-visit destination, and encouraging the development of unique experiences sought by cruise visitors.
