"We have year-round attractions but people seem to think Dunedin is not a place to visit in winter. I think that is rubbish."
Taieri Gorge carried 80% fewer passengers over winter compared with summer, and "we don't know if these numbers are typical of the industry as a whole, but there is a perception out there that Dunedin is closed over winter".
Winter in Dunedin consisted of cold but sunny days, and tourists from warmer climates - both domestically and internationally - were interested in having a "winter experience", he said.
There was the potential to offset the announcement of recent job losses in the manufacturing industry by boosting tourist numbers to the area, he said.
"Everybody wants to see more people come. An investment in off-season marketing would have a major return for the city."
A campaign spearheaded by Tourism Dunedin to encourage domestic and international tourists to visit the city during winter would be supported by tourist operators, he said.
"People always ask me when is the best time to come to Dunedin and I always say winter, because everything is still operating, you can get better deals, and accommodation is readily available."
In an effort to attract more tourists to Dunedin, Taieri Gorge Railways would be trialling a limited "dinner-trip" service to Middlemarch in June and July, in addition to the regular noon service.
"We will only break even on this trip over the next couple of years, but the important thing is that people know we are trying to encourage people to see Dunedin and the beautiful hinterland."
Tourism Dunedin general manager, Australia, Hamish Saxton said Dunedin was marketed as a year-round destination, and more tourists were expected to visit the city.
"The ski market is beginning to change. Whereas people used to fly direct into Queenstown from Australia, they are now doing a winter fly and drive, where they fly in, pick up a vehicle and visit a few destinations," he said.
Flights from Australia were cheaper to Dunedin than Queenstown.
With Air New Zealand discontinuing its Freedom Air operation earlier this year, there was now more awareness of Dunedin as a destination, he said.
"I am anticipating a significant increase in last year's figures because Dunedin is being promoted as one of the places to fly into to get to Queenstown and Wanaka."
One barrier to Dunedin becoming a winter destination were residents apologising to tourists for the weather.
"People don't come to Dunedin in winter expecting apologies for the weather. They come expecting it will be cold."
