The passport was launched by Tourism Dunedin, in partnership with the local tourism industry, in July last year in an effort to stimulate the local tourism industry and create local ambassadors for friends and family visiting the city, Tourism Dunedin chief executive Hamish Saxton said.
In total, 15,000 passports were distributed to Dunedin residents and a further 10,000 to people who lived within a four-hour drive of the city.
The campaign, the first major domestic marketing campaign "in many years", cost a total of $330,000, with anecdotal reports indicating passport partners received a return on their initial investment, he said.
However, it appeared tourist attractions fared better with locals than those offering accommodation deals, he said.
"For the most part, people have been pleased with it."
Otago Motel Association president and Bluestone on George motel owner Neville Butcher said the passport did not "do a lot" for the motel sector.
The industry had not expected to benefit from local residents, but had expected a bigger uptake from passport holders living within four hours of the city. However, that did not occur, he said.
Speight's Brewery Tour manager Chris Snow said the use of the passport was "pretty solid" in encouraging locals to try the tour.
"New Zealanders tend to do all these amazing things when they are overseas, but don't do some of the activities on their back-doorstep."
Larnach Castle sales and marketing manager Deborah Price said the passport led to an increase in Dunedin residents visiting the castle, with many accompanied by visitors from outside the city.
"Hopefully, they will keep coming back with their friends and family."
Mr Saxton said it was unlikely the passports, which expire on June 30, would continue in booklet form, and might be promoted online to coincide with a new Dunedin branding strategy.
