‘My places’ campaign launches to encourage Nelson Tasman locals to rediscover their backyard
Wednesday 20 May, 2026
A new region-wide campaign designed to encourage locals to get out and support Nelson Tasman businesses launches this month, in response to ongoing economic pressures and an upcoming challenging winter season.
Led by Nelson Regional Development Agency (NRDA), with support from Hospitality New Zealand, the campaign focuses on inspiring local discovery and participation at a time when rising fuel costs, tighter household budgets and softer visitor activity are impacting many businesses.
The campaign invites people to rediscover what is already on their doorstep; from cafés, hospitality venues and retailers to experiences, hidden gems and everyday favourites.
NRDA Chief Executive Fiona Wilson says the campaign is about strengthening community connection while helping drive visibility and support for local businesses during a quieter period.
“We know many businesses across the region are feeling the pressure right now. Winter is already the quietest period for Nelson Tasman's visitor economy, with around 15% of annual visitor spend concentrated in the winter months. This campaign is about encouraging people to reconnect with the places and experiences that make Nelson Tasman special, while supporting the businesses that help shape our region.”
Nelson Mayor Nick Smith says the campaign is a timely reminder that local support matters more than ever as the region navigates ongoing regional flight disruptions.
“The recent fuel supply issues and ongoing disruption to flights have highlighted just how important it is that we continue backing our local businesses and visitor economy. While these challenges are outside our control, one thing we can control is choosing to support the cafés, restaurants and experiences that make Nelson Tasman such a vibrant place to live.
“To help support our local businesses, Nelson City Council made a pragmatic decision to extend the free parking from one hour to two hours in the city-centre carparks of Montgomery, Buxton, Wakatu and Millers Acre. This initiative, which took effect for three months on Friday, 15 May, is to encourage people to spend a little more time and money in our central city during the winter seasonal downturn.”
Hospitality New Zealand Lead Regional Manager, Zinnia Foster says the campaign comes at an important time for hospitality operators across the region.
“Winter can be an incredibly challenging period for hospitality businesses, particularly with increased costs and more cautious spending. Campaigns like this help remind locals of the value of getting out and supporting the places that create vibrancy, connection and character across our communities.”
Traditionally, NRDA’s destination marketing activity has focused on encouraging domestic and international visitors to travel to Nelson Tasman. However, with economic pressures influencing travel behaviour and discretionary spending, the agency says this campaign deliberately shifts the focus inward, encouraging locals to redirect some of their spend back into their own region and support the businesses, people and experiences that contribute to the vibrancy of Nelson Tasman.
NRDA Visitor Destination Manager, Craig Boodee says encouraging locals to explore and support nearby businesses can have a meaningful collective impact.
“Even small choices, meeting friends for coffee, dining out locally or visiting somewhere new, help support jobs, local owners and the wider regional economy. There are so many incredible experiences right here in Nelson Tasman, and this campaign is a great way to encourage people to rediscover them.”
The campaign will feature authentic, community-led content showcasing real locals sharing the places they love. Through short-form videos, recommendations, local stories and social participation, the campaign aims to make supporting local feel visible, relatable and easy to act on; using notable locals' genuine experiences and peer-to-peer recommendations to inspire others to get out.
The campaign will roll out for 6 weeks across social media, digital and print, with people encouraged to share their own favourite places, discoveries and experiences.
Featured businesses, local deals and experiences will also be accessible through a dedicated landing page on nelsontasman.nz, creating a simple pathway from inspiration to action.
Craig Boodee says the campaign is ultimately about collective momentum.
“Every time someone chooses local, whether it’s grabbing a coffee, booking an experience, dining out or visiting somewhere new, it makes a difference. This is about backing our region, supporting local people and helping keep our communities vibrant through a challenging period.”
Locals are encouraged to visit www.nelsontasman.nz/local for inspiration and deals specific to residents of Nelson Tasman.