Rather than focusing solely on restaurants, the campaign uses food as a way to connect visitors with local produce, landscapes, hospitality and the stories that make each region unique. The underlying idea is simple: food is one of the most powerful ways people connect with a place.
As part of the campaign, Fiordland features in a short film showcasing RealNZ's Milford Sound Business Class experience. Set against the dramatic backdrop of Piopiotahi Milford Sound, the experience combines exceptional food with one of New Zealand's most iconic landscapes, highlighting how food and place come together to create unforgettable visitor experiences.
For Southland, the campaign aligns strongly with the region's growing focus on food tourism. It's about more than what's on the plate. It's about local produce, passionate people, regional stories and authentic hospitality experiences.
Whether it's Bluff oysters, Fiordland lobster, local producers, farm experiences, cafés, restaurants, accommodation providers and food events, Murihiku Southland has a rich and diverse food story to tell. The campaign provides another opportunity to share those stories with domestic and international audiences.
Food tourism also represents a significant opportunity for the region. Visitors who travel for food experiences often stay longer, explore more and connect more deeply with the places they visit. Campaigns like An Invitation to Dinner help showcase the experiences, producers and hospitality businesses that make Southland a distinctive destination while supporting wider efforts to grow the visitor economy.
The campaign also aligns with Great South's destination development work and the Southland Food Strategy, which recognise food tourism as a key opportunity for the region. By celebrating local ingredients, food experiences and the people behind them, Southland can further strengthen its position as a destination known for authentic, high-quality visitor experiences.
"What I love about this campaign is that it's not just about food. It's about the people behind it, the places it comes from and the experiences visitors remember long after they've returned home. That's something we have in abundance in Murihiku Southland," says Anke Ruwette, Tourism Marketing Manager at Great South.
Great South has embraced the campaign locally through its own Invitation to Dinner content and dedicated landing page, highlighting the food experiences, producers and hospitality businesses that help make Southland a memorable place to visit. The Tourism New Zealand industry toolkit has also been shared with operators across the region, encouraging more local businesses to tell their own food stories and showcase what makes Murihiku Southland unique.
