Southlanders are making 100,000 fewer flights each year than they want to, new research shows, with limited services and poor timing blocking travel plans across the region.
The survey of 2,300 travellers found 30% of potential trips never happen because of scheduling problems, high prices or lack of direct routes. That's substantial missed demand in a region already averaging nearly 18 flights per person annually.
The numbers paint a clear picture: Southland has eager travellers but inadequate services. Business travellers average 12.4 work trips yearly, while leisure travellers clock 5.7 personal journeys. Yet 77% of business travellers report missed or cancelled trips due to poor connectivity.
"This research confirms that Southland has a resilient and growing travel market," said Great South Chief Executive Chami Abeysinghe. "Demand is strong across both business and personal travel and the level of unmet demand shows there is real opportunity to better align services with the needs of our region."
The loss of direct Wellington flights emerges as the critical failure. Since that service ended, travel to the capital dropped 28%, forcing passengers into expensive connecting routes that add hours to journey times.
Fares have jumped 36% for indirect Wellington travel. Journey complexity has soared. The research suggests nearly half of Invercargill Airport's 25,000 passenger decline in 2025 links directly to losing Wellington connectivity.
"A well-timed direct connection to Wellington would help unlock that unmet demand, improving productivity, strengthening business connections and making travel more accessible for our communities," Abeysinghe said.
The timing couldn't be worse. Southland recorded New Zealand's highest GDP growth last year, with billions in investment flowing into energy, aquaculture and manufacturing. Yet the region's airport capacity shrank by 21,000 seats.
Passengers are voting with their feet—and their cars. Up to 80% of Southlanders using Queenstown or Dunedin airports live within 30 minutes of Invercargill Airport. They're driving hours to access better flight options.
Demand signals remain strong. Business travellers show 87% willingness to pay more for better-timed Auckland services. Personal travellers overwhelmingly support premium pricing for direct Wellington routes.
"We have a growing economy, strong travel demand, and clear evidence of unmet demand that could be unlocked," Abeysinghe said. "We look forward to continuing constructive conversations with airline partners and stakeholders to explore opportunities that deliver long term benefit for the region."
The research reveals a region constrained by inadequate infrastructure, not lack of demand. With 51% of business travellers planning increased travel in 2026, the gap between need and supply looks set to widen further.