Ngai Tahu leader Mark Solomon is counting on advertising by Tourism New Zealand to correct misconceptions affecting the South Island tourism industry.
Mr Solomon says revenues in the tribe's extensive tourism businesses are down by about 15% on last year.
He told Waatea News that many potential visitors from overseas are getting turned off because of what they've heard about the Christchurch earthquake.
He said he hopes the advertising will show the South Island is still open.
