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China Market Development Unit

China continues to grow rapidly and has become New Zealand’s second largest visitor market. However, the Chinese

visitor market is subject to a number of constraints in terms of realising its potential value to New Zealand with particular

quality issues that have required attention. Tourism New Zealand, largely through its China Market Development Unit,

delivers the following activities to support Tourism New Zealand’s goal to grow the proportion of high quality visitors from

China:

Administering the Approved Destination Status (ADS) programme. This programme licenses New Zealand-based

inbound tour operators and tour guides that cater for the Chinese market, and monitors their conduct, performance

and quality standards. The unit also assesses new applicants, completes regular compliance monitoring and

assessments, and handles complaints and feedback from Chinese group tour visitors.

Administering the Premier Kiwi Partnership (PKP) programme, which aims to increase the proportion of quality

visitors from the China market through providing product development and marketing promotion support to selected

Chinese travel sellers and New Zealand inbound tour operators to reduce the barriers for higher value mono New

Zealand product.

Producing Chinese language visitor information designed to increase China visitor knowledge, including the rights

and protections they have if visiting on an ADS tour.

Engagement with relevant regulatory bodies.

The China Market Development Unit aligns with the Tourism 2025 framework, in particular through the themes of:

Targeting for value through the PKP programme which is focused on growing the proportion of high value visitors

from the China market.

Drive value through outstanding visitor experience through ensuring minimum quality standards for visitors from the

China market visiting on an ADS approved tour.

Link with Tourism New Zealand strategic priorities

Tourism New Zealand’s activity in this area is primarily aimed at achieving priority 5:

Optimise delivery capability.

Due to Tourism New Zealand’s specific work in addressing the quality issues faced by the China market in the attempt to

attract a higher value visitor, the activity also contributes to the achievement of priority 3:

Focusing marketing activity on clearly defined higher value visitors.

Activity 6: Communicate and engage with New Zealand’s tourism industry to align industry

investment with Tourism New Zealand areas of focus

Result/measure

Performance

Status

Quantity

Tourism New Zealand corporate website maintains or

grows repeat visits to site

Target:

30,000

30,628

Achieved

Registrations for New Zealand tourism industry webinars

Target:

720 people registered for at least 1 webinar

630 people registered

Not achieved

Stakeholder engagement through presentations at both

industry and TNZ organised events

Target:

Minimum of 30 presentations to New Zealand

tourism industry

34

Achieved

28

28

Includes roadshows delivered by the Chief Executive and/or Chair of Tourism New Zealand, presentations given by Executive Leadership Team to New

Zealand industry e.g. conferences.

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