Tourism New Zealand has recently launched its Premier Kiwi
Partnership (PKP) programme. Twelve inbound tour operators and 18
China-based travel sellers have been selected to participate in
this incentive-based programme aimed at developing, marketing and
promoting longer stay and higher quality itineraries for Chinese
tours to New Zealand.
For a list of our current PKP programme partners in New Zealand,
please click here.
The PKP programme will be complementary to the work already
being done in the FIT market in China, and will further cement New
Zealand's market position as a desirable, high-value
destination.
Selected Chinese travel sellers will be encouraged to meet or
exceed targets around the number of tourists travelling to New
Zealand on 'approved' higher-value itineraries, developed by
inbound tour operators and their travel seller partners in China.
Benefits for PKP programme partners will include the opportunity
for joint marketing and promotional activities with Tourism New
Zealand; the use of Tourism New Zealand collateral, and the ability
to use a PKP logo in advertising or marketing.
Targets
Tourism New Zealand's goal is to acheive the following targets
by 2016:
- ADS visitors: to increase the proportion of 'premium' ADS
visitors from 12 per cent to 30 per cent of total ADS visitors to
New Zealand.
- FIT visitors: increase the proportion of FIT visitors from 12
per cent to 25 per cent of total visitors to New Zealand.
- Stay days: increase the average number of 'stay days' for
Chinese visitors from 6 to 8 days.