Southland is investigating how best to boost its tourism opportunities, aiming to hit $1 billion in tourism revenue by 2025, and has hired an independent consultant.
For its year to July, Southland's tourism spend was $662 million.
Venture Southland group manager for tourism, community and events Bobbi Brown said Stafford Strategy had more than 30 years of experience in the tourism and economic sectors and would be developing a plan for destination management in Southland.
``This will help Southland to benefit from tourism opportunities and establish a pathway to achieving $1billion in tourism revenue by 2025,'' Mrs Brown said.
The strategy is being funded by Ministry of Business, Innovation and Employment and Venture Southland.
Since July 2015, there had been significant growth in Southland's tourism sector, with a 23.5% increase in spending.
Stafford Strategy director Albert Stafford said developing tourism further across Southland brought with it the potential to provide numerous employment and investment opportunities, as well as broader economic, environmental and social opportunities.
