Joanne Lowrey, a Clutha district councillor, said she wanted to create a network of tourism operators and groups within the district, to promote Clutha and boost visitor numbers to the area.
The Clutha Country Tourism collective would provide a joint voice for tourism operators as well as the opportunity to share information, liaise with other tourism groups and promote tourism networking, she said.
The new group met for the first time last month, and planned to meet monthly in townships across the district.
Mrs Lowrey had also created a booklet promoting some of the district's tourism operators.
Each operator has a page outlining the products and services they offer.
Mrs Lowrey and Kim Dodds, of Tourism Catlins, represented Clutha Country Tourism with a stand at the Dunedin, Southland and Waitaki Trade Day in Auckland yesterday. The pair also displayed and promoted the new tourism booklet.
Mrs Lowrey said the trade show allowed the group to market the Clutha district directly to inbound tourism operators - companies or groups that arrange tours and travel arrangements in New Zealand for people coming into the country.
"All trade shows at this level have not had a voice from the Clutha district marketing and supporting what we have in 'Clutha Country'. It is time we got out there as district development and supported the businesses we have and who are doing a great job."
The Clutha District Council's district development board granted the group $5000 towards attending the trade show.
