Dunedin Pass returns for Year Two after successful pilot

The Discover Dunedin Pass is a city-wide programme produced and run by Enterprise Dunedin that transforms workforce familiarisation into a fun, gamified challenge – empowering frontline visitor facing staff to experience Dunedin’s leading attractions, venues and visitor experiences while building their confidence as ambassadors for the city.

The pilot programme ran from May until the end of August 2026. It invited people working in hospitality, retail, tourism and accommodation to try 58 experiences offered by 44 participating businesses, collecting stamps in a printed passport to unlock prizes.

The aim was to make Ōtepoti Dunedin New Zealand’s most knowledgeable destination: frontline people who are educated about what the city offers, encouraged to go and experience it, and enabled to make recommendations with confidence.

"We’ve decided to bring back the Discover Dunedin Pass for 2027 following the huge uptake and positive feedback from this year’s participants," says Interim Enterprise Dunedin Destination Manager  Teresa Fogarty.

"We had 275 registrations and 196 passports issued this year. One individual had 40 passport stamps, which is truly impressive, but even more positive than the participation, has been the feedback."

A post-programme survey of individuals using the passports found:

• 96% (72% strongly) would take part again in 2027
• 83% know more about what Ōtepoti Dunedin businesses offer
• 77% visited places they’d never been to before, and would go back as a paying customer
• 88% felt more confident recommending places to visitors and locals

A post-programme survey of participating businesses who provided offers for passport holders
found:

• 80% said taking part was easy – the admin and stamping process worked
• 80% would take part again in 2027
• 70% said more industry people now know what they offer
• 40% said brought us customers at a quieter time of year

“Some improvements to the programme being explored for the 2027 season based on feedback are the inclusion of more eateries and cafes (something visitors regularly ask for recommendations on), a longer participation period, signage for participating businesses and stamps for free activities such as walks, gardens and markets,” says Fogarty.

“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.

“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 2027 Discover Dunedin Pass will be active from May until the end of September, adding an extra month for participants to take part.

Registrations for eligible businesses that would like to participate in the 2027 programme will start on 2 November.

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