Market Overview and China Toolkit
A new website, the China
Toolkit, is now available to help the New Zealand tourism
sector deliver quality experiences to Chinese visitors. The China
Toolkit's focus is to help the visitor sector develop and deliver
experiences that Chinese visitors' value and enjoy - by providing
in one place a collection of useful tools that businesses can
China's continued economic strength and growing middle-class has
seen sustained growth in Chinese visitor arrivals to New Zealand.
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
was very successful. This achievement was particularly relevant as
China's new travel law, which bans the sale of "shopping"...