"It is the first time we have opened up the walk like this to the public so it's a wonderful opportunity for people to come and see a unique part of New Zealand and challenge themselves at the same time."
Mrs Elworthy has been involved in the business for 16 years and has done the walk many times.
She said a drawcard is that the trail goes through private hill country and coastal farms, river valleys, native bush and the dramatic Tora coastline.
"The biggest thing is the variety of landscapes, you are not seeing the same thing for three days."
The coastline is quite different from other coastlines in New Zealand, she said.
Mrs Elworthy added that a wide variety of people will be catered to in the one-day challenge. Dedicated mountain runners can opt for the 32km run or relay run while people wanting a more relaxed experience can do the 6km or 18km walk or run.
Registrations open on July 1 and entries are limited to 100 teams and 400 individuals.
Mrs Elworthy said it was an opportunity to do the walk at a decreased price - it normally costs $485 for the catered, accommodated walk.
All the proceeds will go towards the Martinborough Town Hall project, which she and the other owners are involved in.
"We thought it was a good opportunity to give something back to the community."
She said the challenge may become an annual event but they would get this one "under the belt" first.
To express your interest for priority registration, to register on July 1 or for information, visit www.toracoastalwalk.co.nz