Traffic statistics have indicated State Highway 8B linking Cromwell to the rest of Central Otago is one of the busiest sections of road in the district.
New Zealand Transport Agency data monitors recorded 2008's annual average daily traffic volume on SH8B at Deadmans Point bridge was 4035 traffic movements.
The bridge links Cromwell to SH8 between the Lindis Pass and Alexandra.
In the same year, 1789 traffic movements were calculated as the annual average daily traffic volume on SH8 just north of Raes Junction, where Central Otago's southern boundary is located.
Historically, the majority of travellers to Central Otago come from Dunedin and Invercargill, passing through Roxburgh on SH8 to Alexandra.
Central Otago District Council visitor information centres manager Ingrid Temple said that, in the past 12 months, indications Cromwell was emerging as the district's new centre for travellers had been confirmed.
"Over the past few years, we have seen a change in market, with Dunedin and Southland once being the market travelling to Central Otago via our eastern gateway of Roxburgh and Alexandra. Today, Cromwell is the gateway for visitors to access Central Otago and the Southern lakes," she said.
Mrs Temple said a proposed upgrade of the visitor information centre at Cromwell, which has been supported in principle by the Cromwell Community Board and council, was justified by the changes.
"Traffic on SH8B has been increasing annually by about 5% and that is forecast to continue," she said.
Cromwell Community Board chairman Neil Gillespie said there was no doubt Cromwell was now the most popular gateway to Central Otago.
"Cromwell has benefited from its geographic position. A lot more people are coming into Central Otago from the likes of Queenstown and Wanaka, and Cromwell is the first place they get to.
"Many courier and trucking companies have also based themselves at Cromwell because of its strategic position. The simple geography is our advantage," he said.
