Air New Zealand is this morning offering hundreds of cheap seats to Taranaki after the region was ranked by Lonely Planet as one of the world's best.
The national carrier is offering Grabaseat airfares as low as $39 one-way.
Air New Zealand regional affairs manager Ian Collier said the Lonely Planet endorsement would be a great boost to inbound tourism whether it's overseas visitors or Kiwis wanting to explore their own backyard.
"New Plymouth is a key destination on Air New Zealand's domestic network and in recent years we've increased the number of seats we offer on this route and lowered lead-in fares making it more accessible than ever before," Collier said.
"It's hugely exciting to see Taranaki's stunning natural landscape and attractions recognised by what is considered by many as a travel bible and the region is certainly well placed to benefit from the increased visitation likely to result."
Taranaki was ranked second in the list of the world's top 10 regions, according to a renowned travel publication.
Lonely Planet's Best in Travel 2017 lists Taranaki as one of its top 10 regions, placing second to Choquequirao in Peru.
The annual book highlights the top countries, cities, regions and best value destinations that Lonely Planet's experts recommend travellers experience.
In the book, Taranaki is described as having a "deliciously offbeat new gallery", and being home to "a magnificent hiking trail" in Egmont National Park.
Outgoing New Plymouth mayor Andrew Judd said he wasn't surprised at the region's inclusion.
"I'm just absolutely stoked to hear that," he said.
"That's fantastic news, and just shows all the work of my predecessors and my time and I'm sure those that follow has come together to prove that we are a great little place."
Taranaki's diversity and "ability to punch above our weight" made the area special, according to Judd.