Otago is the second fastest growing region in the country in relation to tourism, according to the latest statistics.
It's second only to the Nelson region, which has had 11.7% growth in tourism expenditure.
The figure for Otago is 9.6%.
That equates to $3.2b for the year to August.
Wanaka led the country for individual towns and cities, experiencing a $16.3% increase.
Dunedin's also had a winter tourism boom, thanks in part to a new promotion enticing Australians and New Zealanders to the city.
Clutha is the only part of Otago that has seen a slide in tourism expenditure, down 0.4%.