Town slogans of the South Island, New Zealand

11 February 2021

We’ve explored the town slogans of the North Island, so it’s only fair we don’t turn a blind eye to the South. Especially when some of the slogans warrant a chuckle. Read on to learn about the city, settlement, and town slogans of New Zealand’s southern places. And a snapshot of what makes them unique.

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1. Marlborough, Nelson/Tasman

Picton: Heart of the Sounds
Known for: beaches, boating, Inter-islander ferry. See 11 awesome activities to do in Picton

Tākaka & Golden Bay: Come, Stay, Play in Golden Bay
Other: Heart of the Parks
Known for: arts & crafts, hippies, caves, sandy coasts, wildlife, waterfalls, Anatoki Salmon Fishing, Farewell Spit
– A visit to colourful Tākaka is probably the closest thing you can get to revisiting the 1960s-70s

Blenheim (Waiharakeke): New Zealand’s Sunniest Place
Known for: Wineries, endless vineyards, seasonal workers, cellar doors, sunshine
– In the old days, Blenheim was also known as Beavertown due to frequent floods. Yet it’s known as the sunniest place in NZ.

Havelock: Green Lipped Mussel Capital of the World
Known for: green lipped mussels, mussel cruises, Pelorus Sound/Te Hoiere
– Steamed, fried, seared, or stewed; in Havelock, mussels are the star of the menu

A mussel artwork on the roof of a small cottage

Nelson (Whakatū): Our Ordinary is Other People’s Extraordinary
Other: Sunny Nelson
Known for: sunshine, beaches, nature walks, hiking in Abel Tasman National Park, arts & craftspeople

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2. Canterbury

A fur seal sitting on a rock by the ocean demonstrating the Kaikoura town slogan — The town slogan of Kaikōura, the marine-life capital, is well deserved. Pictured: a fur seal. ©Tourist Class Travel

Kaikōura: Te Tūtakitanga (The meeting Place)
Other: Crayfish capital; Whale-watching capital; Marine life capital of NZ
Known for: Seals, dolphins, whale-watching, scenic walks, seafood. See: Top free activities in Kaikōura)

Amberley (Kōwai): Take Your Time
Known for: flat farmland, memorial to WWII hero Charles Upham, Amberly beach for surfing & fishing
– It’s a pleasant, albeit small rural town, so visitors often struggle to meet the demands of the slogan

Christchurch (Ōtautahi): The Garden City
Other: The Most English Town Outside England
Known for: International Antarctic Centre, Canterbury Museum, galleries, earthquakes, the Botanic Gardens, a lack of hills

A blue and yellow historic tram on a Christchurch city street in summer — The Christchurch heritage tram circling the historic precinct. ©Tourist Class Travel

Ashburton (Hakatere): Whatever it Takes; Heart of the Mainland
Other: Where Life Gets Better; Ash-Vegas
Known for: shops for farm things (tractors, feed, mulch etc.), an Aviation Museum
– I’ve never actually stopped in good-old Ash-Vegas, but I have driven through it several times… which turns out to be one of the most popular things to do

Timaru: Affordable, Accessible, Just Plain Awesome
Other: Timaz Hard
Known for: Caroline Bay, Timaru Botanic Gardens

Waimate: Wallaby Country
Known for: countryside, the Strawberry Fare, craft beer, and wallabies

3. West Coast: Untamed Natural Wilderness

Greymouth (Mawhera): Heart of the West Coast
Known for: Pounamu, gold mining, lots of rain, fishing, adventure activities

Hokitika: Jade Town
Known for: a beach with lots of driftwood, annual Wildfoods Festival, pounamu, gold, Hokitika Gorge (pictured)

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Ross: Gold Town
Known for: close to natural attractions and activities (glaciers, scenic hikes and walks), goldrush history

Haast (Tioripatea): On the Edge of the Wilderness
Known for: hunting, fishing, tramping, nature, Haast Pass & River, coastal walks

Westport (Kawatiri): Real Kiwi Experience
Known for: wildlife, the Old Ghost Road, West Coast Brewery
– If you want the ‘real’ Kiwi experience of wondering around derelict houses and providing friendly locals with ‘news from the outside world’, I guess

Two old historical shopfronts in a New Zealand town — Charming historical Reefton, whose town slogan is ‘the city of light’. Credit: Photo by Delphine Ducaruge on Unsplash

Reefton: Town of Light
Known for: Victoria Forest Park, bushland, heritage buildings, whiskey distillery, antiques
– Reefton was the first place to get streetlights in the Southern Hemisphere, hence the town slogan

4. Otago

Tekapo (Takapō): Where Earth Meets Sky
Known for: The Church of the Good Shepherd, Lake Tekapo, trout fishing, nature, star gazing at the Tekapo Thermal Springs

Oamaru: Whitestone City
Other: Steampunk Capital of NZ
Known for: penguin colony, impressive Victorian architecture, Steampunk HQ, craftspeople, Victorian Fete in the historical precinct

Dunedin (Ōtepoti): A Good Plan D
Other: Edinburgh of the South; Dunners/Dunnerz
Known for: Grand architecture, Scottish heritage, Otago University students & flats, Larnach Castle, wildlife, the steepest street in the world, Dunedin Railway Station

The historic front of Dunedin railway station behind a small maze hedge

Mosgiel: Pearl of the Plain
Known for: farms, pensioners, McArthurs Berry Farm, Wal’s Plant Land
– Often a petrol/loo stop if you get caught out on the long drive to Dunedin airport

Otago Lakes District

Queenstown (Tāhuna): Adventure Capital of the World
Known for: adventure activities (paragliding, scenic flights, sky-diving, bungee jumping, jet boats etc.), giftshops, Lake Wakatipu, ski fields, tourists

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A large grey building on a Queenstown ski field surrounded with tussock and snow — Cardona in Queenstown attracts thousands of tourists over the winter season. ©Tourist Class Travel

Wanaka: The Lifestyle Reserve
Known for: Lake Wanaka, the Wanaka tree, skiing, hiking, Wanaka Lavender Farm, Puzzling World, Warbirds on Wheels, hiking trails

Arrowtown: Where History Meets Nature
Known for: goldrush history, attractive historic buildings, giftshops, miners’ cottages, the Lakes District Museum, Arrow River

Central Otago

Cromwell (Tīrau): Stonefruit Capital of New Zealand
Known for: the ‘big fruit’ sculpture (pictured), orchards, heritage precinct, Sunday market, Lake Dunstan

Large fruit sculptures on storks surrounded by a road with mountains in the background in Cromwell New Zealand

Alexandra: LX Heart of Central; Explore Discover Enjoy; Take Your Time
Known for: goldrush history, Clutha River, the Roxburgh and Otago Rail Trails, museum, vineyards

Oturehua: Land Where the Sun Stands Still
Known for: Hayes engineering works & homestead, Gilchrist’s General Store, curling, Otago Rail Trail

Naseby: 2000ft Above Worry Level
Known for: Curling, the ice luge, historic buildings, gold mining history

Middlemarch (~Patearoa): Middlemarch Rocks!
Known for: start/end of the Otago Rail Trail, the Rock and Pillar Range, Sutton Salt Lake, check out the Best Free Activities around Middlemarch
-Seriously, you should check out the rocks. They’re amazing!

Scattered rocks across a barren plain on a sunny day in New Zealand

5. Southland

Gore (Maruawai): The Country Music Capital
Other: The World Capital of Brown Trout Fishing
Known for: the Hokonui Moonshine Museum, Country music, trout fishing

Views across a lake from a wooden sale boat in a New Zealand town — Sailing on beautiful Lake Te Anau, a small town full of sightseeing opportunities. ©Tourist Class Travel

Riverton (Aparima): Riviera of the South
Known for: Te Hikoi Museum, scenic reserves, walking trails

Te Anau: Gateway to Fiordland
Known for: Lake Te Anau, Sandflies, Kepler Track, glowworm caves, hiking, cruises, scenic flights

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The Catlins: Let the Catlins Captivate You
Known for: bushwalks, waterfalls, wildlife, sandflies, petrified forest at Curio Bay, Cathedral Caves, sightseeing, Nugget Point, see the 8 Top Attractions in the Catlins

Invercargill (Waihōpai): Dream Big
Other: City of water & light
Known for: Queens Park, historical buildings, Bill Richardson Transport World, home of Burt Munro
– A slogan said by all those who dream of escaping Invercargill… 🤣

Bluff (Motupōhue): Pearl of the South
Other: Gateway to Stewart Island
Known for: The Bluff Oyster Festival whose own motto is ‘Unsophisticated and Proud of it,’ the Stewart Island Ferry, Stirling Point, a maritime museum

A yellow sign post in front of bushland in Bluff, New Zealand

Don’t miss these…

>> The slogans of the North Island, NZ

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Holly

After my first year of student-life at Otago University, I decided it was time for adventure! Since 2018 I have been lucky enough to embark on tiki-tours around NZ in my van and travel beyond. Currently I’m a post-grad student, musician, and visual artist… but during my free time, I love discovering hidden gems and sharing my tips with fellow travellers 🙂