The figures are in for this year’s Bayleys Tussock Country – New Zealand’s Country Music Festival, held in Gore from May 23rd to June 1st.

With 72 events packed into ten days, the fourth annual festival attracted a 26% increase in attendances and an 18% rise in unique visitor numbers from across New Zealand and Australia. That surge in interest translated into an impressive $2.52 million injection into the Eastern Southland economy, according to post-festival economic data.

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Festivalgoers also stayed longer and did more while they were here. The average stay in Gore increased a further 7% from last year, and the number of events attended per person grew by 10%, highlighting the festival’s broadening appeal. Additionally, average spend per visitor rose by 6%, reflecting stronger engagement with local businesses and hospitality.

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“This was our fourth festival and it felt like there was a notable lift in patron numbers, and new faces from all around New Zealand,” says Trust Chair Jeff Rea. “We’re ecstatic to see that reflected in the data also, and the trajectory of growth is nothing but exciting for the region of Eastern Southland.”

Festival organisers attribute the ongoing growth to an ever-expanding programme of events that appeals to a wide range of audiences. A prrivate home and room rental scheme supported by the community has also made it easier for visitors to stay longer in town.

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“There’s no doubt this year’s lift can in part be attributed to the 50th celebrations of the MLT NZ Gold Guitar Awards,” says Rea. “We acknowledge the tireless work of volunteers and key event organisations — the Gore Country Music Club, the NZ Songwriters Trust, the MLT NZ Gold Guitar Awards committee and the Gore District Council — who all share our vision of developing this relatively new festival concept into one of New Zealand’s biggest and most successful annual music events.” “Witnessing the festival’s growth and the benefits it’s bringing to our community is a welcome reward for the efforts of many.”

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Bayleys Tussock Country – New Zealand’s Country Music Festival will return to Gore from May 22nd to May 31st 2026. Artist registrations open in September, with tickets on sale from November of this year. www.tussockcountry.nz