A summer tourism campaign costing ratepayers $24,485 has had pleasing results, the Ashburton District Council says. Further campaigns are planned, to build awareness of Mid Canterbury as a district worth visiting. Council group manager of compliance and development Ian Hyde said Nowhere, Worth Going, ran from December 14 to January 18. Additionally, the Experience Mid Canterbury website attracted 50,000 views over the last four weeks, representing an 259 per cent increase compared to the previous four weeks. “It’s really a play on the common misconception that Mid Canterbury is in the middle of nowhere,’’ Hydes said.

Source: Otago Daily Times January 18, 2026 20:19 UTC