Tourism
Growing a Sustainable Visitor Economy
Tourism is an important contributor to Clutha's economy, supporting local businesses, creating employment and enhancing the vibrancy of communities across the district.
From the dramatic coastline of The Catlins and the Clutha Gold Trail to heritage towns, rural experiences and outdoor recreation, Clutha offers visitors authentic experiences that showcase the unique character of the district.
As the Regional Tourism Organisation (RTO), Clutha Development leads destination marketing and tourism industry development through the CluthaNZ destination brand. Alongside inspiring visitors to choose Clutha, we work with tourism businesses, industry partners and communities to strengthen the visitor economy, develop new experiences and encourage sustainable tourism investment.
Tourism at a Glance
Indicator |
Latest Figure |
Annual Visitor Expenditure |
$64.7 million (YE May 2026) |
Tourism Employment |
Approximately 470 filled jobs |
Contribution to District GDP |
2.3% |
Total Guest Nights |
100,000+ annually (YE May 2026) |
Primary Visitor Market |
Predominantly domestic visitors |
Key Visitor Experiences |
Nature • Cycling • Heritage • Rural • Coastal |
Why in Clutha?
- Authentic Experiences
Clutha offers visitors authentic experiences shaped by spectacular natural landscapes, welcoming communities and a rich cultural and rural heritage. Rather than mass tourism, the district is recognised for genuine experiences that encourage visitors to slow down, explore and connect with place. - Diverse Visitor Offer
The district offers an exceptional range of visitor experiences, including wildlife encounters, walking and cycling, heritage attractions, food and beverage, agritourism, outdoor recreation and coastal adventures. This diversity supports year-round visitation and encourages visitors to stay longer. - Strong Destination Brand
Through the Clutha NZ destination brand, Clutha Development promotes the district across domestic and international markets, building awareness of Clutha as a visitor destination while supporting tourism operators and local businesses. - Sustainable Growth
Tourism development is guided by a commitment to balancing economic growth with the protection of the natural environments, communities and experiences that make Clutha distinctive.
Destination Development
Growing the visitor economy involves more than attracting visitors.
As the district's Regional Tourism Organisation, Clutha Development works with tourism operators, businesses, community organisations and neighbouring regions to strengthen Clutha's visitor offering through destination planning, product development, collaborative marketing and industry capability.
This work helps support sustainable growth, encourages investment in new visitor experiences and ensures tourism continues to deliver economic benefits for communities across the district.
Sector Profile
Tourism in Clutha extends across accommodation providers, visitor attractions, hospitality businesses, activity operators, transport services, event organisers and community organisations.
Together these businesses create a diverse and collaborative visitor economy that supports employment, encourages investment and enhances the district's reputation as a destination to visit, live and work.
The sector continues to evolve through new visitor experiences, product development, regional partnerships and destination marketing that encourage visitors to stay longer and explore more of the district.
Opportunities for Growth
As visitor demand continues to evolve, opportunities exist across a range of tourism sectors.
Potential areas for investment include:
- Boutique and premium accommodation
- Hospitality and food experiences
- Agritourism
- Nature and wildlife experiences
- Walking and cycling services
- Guided experiences
- Heritage and cultural tourism
- New visitor attractions
- Tourism transport and support services
Clutha Development works with prospective investors and tourism businesses to identify opportunities that align with the district's tourism strategy and long-term economic development objectives.
Destination Marketing and Industry Support
As the district's Regional Tourism Organisation, Clutha Development supports tourism businesses through the CluthaNZ destination brand.
Through the Clutha NZ Trade & Media hub, tourism operators can access practical resources designed to strengthen marketing, build industry capability and connect with domestic and international travel trade opportunities.
Resources include:
- Working with Clutha NZ
- Tourism trade and wholesale resources
- Media and familiarisation opportunities
- Image and video library
- Destination marketing campaigns
- Tourism research and visitor insights
- Industry news and newsletters
- Operator resources and directories
Clutha Development and Clutha NZ
Clutha Development leads economic development and destination management for the district.
As the district's Regional Tourism Organisation, Clutha Development delivers destination marketing and tourism industry development through the CluthaNZ destination brand.
While this website focuses on tourism as a key economic sector and investment opportunity, CluthaNZ inspires visitors to explore the district and provides tourism operators with marketing, trade and media resources.
Whether you are looking to visit Clutha, grow your tourism business or invest in the visitor economy, our two websites work together to support your journey.
How Clutha Development Can Help
Whether you are considering a new tourism venture, expanding an existing operation or exploring opportunities within Clutha's visitor economy, Clutha Development can provide local knowledge, connections and practical support to help progress your plans.
Our team can assist with:
- Tourism market information and visitor insights
- Investment enquiries
- Destination development advice
- Connections with industry and partner organisations
- Access to Clutha NZ destination marketing opportunities
- Tourism trade and media resources
- Economic and visitor data
Contact Clutha Development to discuss tourism opportunities in Clutha.