The strategy takes into account the results of a survey of 133 South Catlins residents in February 2001 and a survey of 1,161 visitors to the area between November 2000 and February 2001.  Comments on tourism's current status and its future direction in the South Catlins were also provided by other stakeholders, including owner-operators and government agencies. 

The goal of this project was to develop a product development strategy for the South Catlins area and to identify tourism needs and opportunities in the area. 

The product development strategy aims to assist in developing South Catlins tourism opportunities in a sustainable manner, while maintaining values deemed to be core to the lifestyle of South Catlins residents. 

Developing a sustainable strategy for the South Catlins manner means that tourism will be:

• profitable and deliver benefits to the South Catlins
   
• provide a fully satisfying visitor experience
   
• safeguard the South Catlins natural and historic resources
   
• supported by the wider South Catlins community.

The approach of this strategy has been to develop ideas related to product and infrastructure that would provide good quality services to meet the needs of visitors, without compromising the natural environment and unique features of the South Catlins.  The strategy recognizes that there is, in Southland and Otago, a pool of potential international and domestic visitors that may visit the Catlins.

The strategy is divided into eight parts:

• Co-operation
   
• Standards
   
• Target Markets
   
• Positioning
   
• Product Development
   
• Promotional Materials and Distribution
   
• South Catlins Promotions Incorporated
   
• Implementation

While the primary focus of the strategy is the South Catlins, in some instances it has been appropriate to broaden the discussion to include the wider Catlins area.