China's continued economic strength and growing middle-class saw
sustained growth in Chinese visitor arrivals to New Zealand during
2012, which has continued into 2013. Increased air capacity from
the two direct carriers China Southern Airlines and Air New Zealand
has helped this trend.
Tourism New Zealand's marketing in China targets consumers who
are aware of New Zealand, and are already considering travelling to
our country. The 100% Pure New Zealand campaign is central to this
strategy, and promotes the amazing experiences available within New
Zealand to motivate travellers to book their trip. This is
underpinned by substantial trade development programmes that work
with providers in-market to package unique experiences for Chinese
travellers to purchase.
Establishing a quality end-to-end travel experience is the core
focus for Tourism New Zealand's China Market Development
Unit. In place since 2007, the team monitors the quality of
tours run as part of the Approved Destination Status (ADS)
programme to ensure Chinese visitors enjoy quality holiday
experiences in New Zealand, helping to drive the long-term growth
of this market.
The first year of the Premium Kiwi Partnership (PKP) programme
has been very successful. This achievement is particularly relevant
as China's new travel law, which bans the sale of...