Market Overview
China's continued economic strength and growing middle-class saw
sustained growth in Chinese visitor arrivals to New Zealand during
2011. In addition, new, direct air routes linking the Asian region
to New Zealand helped increase the number of outbound travellers
from China and will help maintain the acceleration of Chinese
arrivals in the near future.
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 travelers to book their trip. This is
underpinned by substantial trade development programmes which work
with provider's in-market to package the 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 Monitoring Unit based in China and New
Zealand. 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 optimistic outlook for continued growth has been confirmed
with the increase of airline services and capacity over the summer
high season. Direct services between China to New Zealand...