Airport, airline and agency join forces to drive Spring visitation

Nelson Airport has joined forces with Sounds Air and the Nelson Regional Development Agency (NRDA) to promote Nelson-Tasman and boost visitor numbers coming into Spring.

The parties are collaborating to support messaging that the region is still stunning and open for business following winter’s floods. Their innovative new marketing campaign called Sounds of Spring features stunning video, imagery and soundscapes of the region to entice visitors from Wellington.

Nelson Airport Head of Corporate Services Beth Catley says the campaign takes a slightly unusual approach. “By incorporating soundscapes we’re offering potential visitors the ability to experience the region’s highlights in a more sensory way, giving an even greater appreciation of how special it is.”

The airport works closely with its operators on joint initiatives that bring benefits for the airline, the airport and the wider region. In addition to promoting the region’s tourism sector, the campaign with Sounds Air also aims to support the continued success of the airline’s Nelson routes, Beth says.

“We want all our operators to thrive so Nelsonians can continue to enjoy a choice of airlines and strong connectivity.”

NRDA Visitor Destination Manager Craig Boodee says the agency has been working with the airport to wrestle the region’s number one tourism challenge of seasonality, and highlight that the region is open and still stunning.

“The campaign encourages travellers planning a Spring getaway to visit and discover why the region was rated number one for domestic visitor satisfaction in 2024/25,” Craig says.

The new “Sounds of Spring” campaign includes a dedicated website that features moving and still imagery accompanied by soundscapes of the region, to encourage Wellingtonians to book a flight to Nelson and immerse themselves in all the region has to offer this Spring. A Nelson-Tasman soundscapes playlist created for the campaign is available to listen to on Spotify. Advertising will feature on digital platforms, as well as in the Wellington Airport terminal.

A promotional giveaway offers entrants the chance to win a trip for two from Wellington to Nelson to attend the NZ Cider Fest in November, staying at the Rutherford Hotel.

Sounds Air flies between Nelson and Wellington, and Nelson to Paraparaumu and, despite a challenging domestic aviation landscape, has experienced strong growth in demand on its Nelson routes over the past year.

Sounds Air General Manager Olivia Jacobs says the airline’s ongoing partnership with Nelson Airport allowed the airline to increase capacity on its Nelson routes throughout the 2025 financial year, and sets a benchmark for how regional airlines and airports can work together to build sustainable, competitive services that benefit both operators and communities.

“Our ongoing collaboration demonstrates how creative partnerships can deliver tangible commercial outcomes, strengthen airline viability and contribute to regional prosperity.”