As part of our commitment to developing and promoting authentic visitor experiences, CEDA continues to lead The Country Road programme – a curated collection of scenic routes that connect travellers with the heart of our rural landscapes, people, and places.

This initiative transforms driving routes into rich storytelling journeys, guiding visitors off the beaten path to explore hidden valleys, vibrant towns, and unique local attractions. With updated maps, refreshed content, and aligned signage, The Country Road helps disperse visitors across the region, supporting rural economies and showcasing our distinctive natural and cultural heritage.

Part of this work has included developing the official Manawatū Scenic Route, an NZTA‑recognised touring route now featured on Google Maps and AA Maps. We’ve also launched the Manawatū Cycleway on The Country Road, a Heartland Ride of the New Zealand Cycle Trail - a two‑day road ride through some of our most picturesque rural countryside, traversing from Mangaweka in the north through to Ashhurst and into the city of Palmerston North.

By strengthening these experiences, we’re encouraging longer stays, greater regional spend, and deeper engagement with our place – supporting our regional Destination Management Plan and contributing to sustainable regional growth.