Bluff is being described as a port that could be a hugely successful cruise ship hub.
Southland is looking at ways it can attract cruise ships to the region.
Environment Southland Chairman Nicol Horrell told Tim Dower the port at Bluff already services container ships, so would be big enough for a cruise ship.
He says cruises go around the coast, but the Southland economy doesn't benefit from them.
"We have container ships, log trade and the aluminium smelter so I think it is deep enough to handle. There is huge potential.
The infrastructure needs to be in place to handle tourist numbers but it's an exciting development. It's just a matter of looking at what we have and turning it into a successful venture."
LISTEN ABOVE AS NICOL HORRELL SPEAKS TO TIM DOWER