New Discover Dunedin Pass aims to make Ōtepoti Dunedin New Zealand’s most knowledgeable destination

Ōtepoti Dunedin’s tourism, hospitality and retail sectors are set to benefit from a new initiative designed to turn local knowledge into one of the city’s greatest visitor advantages.

The Discover Dunedin Pass, to be launched by Enterprise Dunedin at a Destination Hui tonight (Tuesday 24 March), is a city-wide programme that transforms local familiarisation into a fun, gamified challenge – empowering frontline workers to experience Dunedin’s leading attractions, venues and visitor experiences while building their confidence as ambassadors for the city.

Media are welcome to attend the launch event, to be held at Forsyth Barr Stadium East Lounge from 5.30pm tonight.

Believed to be a first-of-its-kind initiative in New Zealand, the Discover Dunedin Pass invites eligible workers from across Dunedin’s food and drink, retail, accommodation and tourism sectors to explore the city through a series of curated experiences. Participants earn points as they visit attractions, discover local producers, and connect with Dunedin’s stories, history and people – with prizes awarded according to the number of experiences completed.

The concept behind the programme is simple: when locals know their city better, visitors experience it better.

The Discover Dunedin Pass is open to individuals working – paid or voluntary – across Dunedin’s visitor-facing sectors, including cafés, restaurants, bars, hotels, tour operators, attractions, retail businesses and transport providers. From the barista recommending a brunch spot to front of house staff at a hotel suggesting local attractions, every interaction contributes to how visitors experience the city.

The programme encourages participants to personally experience Dunedin’s attractions, cultural institutions, heritage sites and food producers, strengthening storytelling capability while encouraging stronger cross-referrals between businesses across the visitor economy.

Teresa Fogarty, Interim Destination Manager at Enterprise Dunedin, says the Discover Dunedin Pass supports the city’s Destination Management Plan.

“The Discover Dunedin Pass is a fun challenge for the people who host our visitors every day, but it also plays an important strategic role. It helps create everyday ambassadors for the city, builds workforce capability, and strengthens connections across Dunedin’s visitor experiences.

“Our ambition is to make Dunedin the most knowledgeable and welcoming destination in New Zealand. Giving our frontline teams first-hand experience of what makes this city special is one of the most powerful ways to achieve that.

“The Pass wouldn’t be possible without the enthusiastic participation of our many industry partners and we’re excited to see so many businesses jumping on board to support this work for our city.  When we collaborate as a city, we really do some amazing work.”

Industry training organisation ServiceIQ, has welcomed the initiative, highlighting the value of ongoing professional development in strengthening visitor economies.

Clare Van Elst, Dunedin Service Sector Advisor for ServiceIQ, says programmes like the Discover Dunedin Pass help build a more confident and resilient workforce.

“Ongoing training and professional development are essential in building a high-performing visitor sector. Initiatives such as the Discover Dunedin Pass support workforce capability, confidence and career pathways, while lifting the overall visitor experience. When staff feel knowledgeable and connected to their destination, everyone benefits.”

A number of Dunedin operators have already signed up to host Pass holders, recognising the long-term value of a knowledgeable local workforce.

Among the supporters is Larnach Castle. General Manager Adrian Clifton says the programme will help locals share Dunedin’s stories more confidently with visitors.

“We’re proud to support the Discover Dunedin Pass. The more local people understand the history and uniqueness of Larnach Castle, the better they can share that story with visitors. We’re keen to see as many local tourism and hospitality workers as possible become confident ambassadors — not just for the Castle, but for Dunedin as a whole.”

The Discover Dunedin Pass also aims to strengthen connections between operators across the city. By experiencing each other’s businesses, staff gain a clearer understanding of the full visitor journey – from arrival and accommodation through to dining, attractions, and retail.

In an increasingly competitive visitor landscape, Dunedin’s advantage lies in its authenticity and its people. The Discover Dunedin Pass recognises that the city’s frontline workforce plays a pivotal role in shaping visitor perceptions, encouraging longer stays and generating positive word-of-mouth.

Registrations for the Discover Dunedin Pass open on 24 March to eligible participants across Dunedin’s visitor economy via www.dunedinnz.com/discoverdunedinpass.

Still didn't find what you were looking for?