The Southland town celebrates music and community over 10 days, backed by Air New Zealand
The giant trout may be Gore’s most recognisable landmark, but country music is this Southland town’s enduring claim to fame. The annual Tussock Country Music Festival cements that reputation, bringing thousands of visitors to Gore for 10 days of gigs, events and southern hospitality.
Promotions and events coordinator Annabel Roy describes Tussock Country as “so much more than a country music festival” with a diverse programme designed to offer something for everyone. “It’s a real celebration of all music and Southland life, and it really takes over Gore – New Zealand’s capital of country music.” From May 22-31, more than 80 events unfold across theatres, bars, galleries, community spaces and the town’s main street. The programme spans signature events such as the MLT NZ Gold Guitar Awards and the Country Music Honours, through to new additions like Comedy in the Country, starring Tom Sainsbury. “I can’t wait to hear Tom’s take on Gore,” says Roy. There’s a children’s disco, line dancing lessons, a yodelling workshop, a crash course in making Southland cheese rolls and so much more.
It’s this broad, town-wide appeal that has attracted Air New Zealand’s support through its Regional Events Sponsorship Programme, which backs 20 events across 20 destinations in Aotearoa. The aim is to encourage more travel to the regions, particularly in off-peak seasons, while helping sustain local economies and emerging events.
Air New Zealand Chief Customer and Digital Officer Jeremy O’Brien says festivals like Tussock Country play an important role in that wider goal. “The programme is all about creating more reasons for Kiwis and international visitors to explore, and spreading the benefits more evenly across the country,” he says. “Tussock Country Music Festival has real character, it’s proudly local, a bit unexpected, and exactly the kind of event we look to support.”
Gore’s country music roots trace back more than 50 years to the formation of the Gore Country Music Club. Established in 1976, the club has built a loyal following, and “more and more touring country music artists now put Gore on their map”, says Roy.
The club’s original talent quest has grown into Aotearoa’s most prestigious country competition, the MLT New Zealand Gold Guitar Awards, which is the festival’s marquee event. Held over three days across King’s Birthday weekend, the awards attract 800 entrants from New Zealand and Australia, all vying for the top honour on finals night. “If you win the Gold Guitar, you get a great step up into a professional music industry career,” says Roy.
The festival’s opening night, the “glamorous red carpet” Country Music Honours, showcases songs from Aotearoa’s emerging songwriters and leading recording artists. “Ten finalists come to Gore and perform their songs for the first time, which is such an honour,” says Roy. The second half of the evening awards the year’s Best Country Music Song, with past winners including Tami Neilson, Kaylee Bell, Reb Fountain and Jenny Mitchell.
A festival mainstay is the multi-day Freeze Ya’ Bits Off Busking competition, where buskers take to the streets of Gore. “It’s the middle of winter, so she’s not warm,” laughs Annabel. Tussock Country Late Night takes the party atmosphere into the early hours for a “real stand-up, drink in hand, sing along all night with your mates kind of event”, headlined by Jaydin Shingleton, a finalist on The Voice Australia. The iTICKET St James Sessions (new for 2026) take place in the cosy 50-seat St James Theatre, allowing viewers to get up close with artists like Skin & Bone, Midnight Caravan and Phil Doublet for an intimate, almost unplugged sound.
While music is at the heart of Tussock Country, so too is a celebration of Southland and rural life. That’s on display at the Gore Truck Show, a parade of 100 big and small trucks down Main Street, and the Tussock Country Ute Muster where participants win awards across categories like best dog in ute and best mullet in ute.
The programme also spills into cafes, restaurants and bars across town for a taste of Southland’s hearty cuisine. Listen to Keily Smith over a country breakfast, Molly Harrison over dinner, and traditional instruments over a pint at the Gore RSA. A highlight is the Old Hokonui Whiskey & Food Match Event, which pairs southern spirits with locally inspired share plates and live country music. Located at the Old Hokonui Museum and Distillery, it’s also a chance to delve further into the region’s bootlegging history.
That sense of discovery is part of the festival’s broader impact, with visitors drawn to Gore for the music, but often extending their stay to explore more..
“Once people are in Gore, it opens the door to exploring more of Southland, whether that’s heading down to Bluff for fresh seafood, catching a wave in Riverton or taking a scenic drive through the Catlins,” says Air New Zealand’s O’Brien, a “proud Southlander” who spent his formative years in nearby Makarewa. “It’s those extra moments that turn a quick trip into something more memorable, and often change perceptions of a region people may not have thought to visit before.”
As the festival settles in and country music spills through the streets of Gore, there’s little reason to be anywhere else. For fans, it’s a rare chance to experience the depth of New Zealand’s own country music talent up close, says Roy. “The Americans are great, but our homegrown artists are something special - and Tussock Country is their stage to shine.”
*Visit tussockcountry.nz and Airnewzealand.co.nz/regional-events-sponsorship-programme