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 "shopping" tours,
came into effect on 1 October this year.
On balance this will have a positive impact on New Zealand,
as it will raise the value of the mix of Chinese visitors and
encourage a long-term growth trajectory. And since October 1,
travel agents have reported that mono New Zealand products have
become relatively easier to sell vs. dual destination with
Presentation about China, Japan and India by TNZ's Tony Everitt, General Manager Asia Markets
Although China's GDP growth has slowed to just under 8 per cent
pa, its economic performance continues to outstrip most countries.
8 per cent pa growth is the equivalent of lifting about 20 million
Chinese citizens each year out of poverty and into the middle
www.xe.com (Exchange rates)
|Exchange Rate vs NZD
||NZD1 = 5.1CNY (14 Oct 2013)
|Expected GDP Growth
||+7.8% (2012 est.)
For more detailed information on the Chinese economy read
the economic analysis in New Zealand Trade and Enterprise's China country brief or the Report on the 12th Five Year Plan.
While most holiday visitors from China travel to New Zealand
with organised group tours (58.2 per cent), there is increasing
interest from families and small groups in self-drive and campervan
itineraries. These self-drive tourists are increasingly visiting
both the South and North Islands.
The Chinese market continues to be predominantly dual-destination
and most Chinese holiday visitors to New Zealand visit another
country (usually Australia) as part of the same trip.
Awareness of destination New Zealand is growing in China through
targeted campaign, public relations, and marketing activities
undertaken by Tourism New Zealand alongside airlines and travel
trade organisations. TNZ's Brand Ambassador in China, actress Yao
Chen, is known as the "Weibo Queen". (Weibo is like a Chinese
version of Facebook and Twitter, neither of which are available in
China.) She is the most followed person on social media in the
world. Yao Chen decided to get married in Queenstown in November
2012 which made front-page news in China.
Tourism New Zealand's tailored familiarisation programmes are
taking effect, with growing knowledge of the uniqueness of New
Zealand tourism options. Establishing a greater understanding of
what it is about New Zealand that appeals to travellers from China
has helped shaped these programmes to ensure their success.
TNZ has recently launched a new trade marketing initiative in
China known as the Premium Kiwi Partner (PKP) programme. 18
outbound agents and 11 inbound tour operators are signed up for the
programme's first trial year in 2013. PKP partners commit to
developing and marketing quality, mono-New Zealand tour programmes
in return for TNZ endorsement of itineraries and marketing support.
The programme aims to demonstrate a better way of doing business
for Chinese travel sellers.
Under the 'Approved Destination Status' (ADS) 96 outbound travel
agents and about 30 New Zealand inbound tour operators are
recognised. Essentially this simply means that these agents have a
trusted partner relationship with Immigration New Zealand and
Tourism New Zealand, which entitles them to fast-track visa
processing (3 day turn-around on a group visa and 5 days on an FIT
visa). A list of the ADS ITOs is available on this website. PKP
partners are a subset of ADS partners.
Booking tickets online is also becoming more popular in China.
Airlines are increasing their online sales and online travel
agents, such as market leader Ctrip, are doing well.
Growing airline capacity provides improved access into New
Zealand. China Southern Airline's load factor increased from
74% in July to 80% in August from Guangzhou to Auckland, and
increased from 79% in July to 83% in August from Auckland to
Air New Zealand's load factor in September reached 85% on their
Shanghai to Auckland route, a very healthy level for what is
normally a low season month.
Air New Zealand flies daily from Shanghai to Auckland year-round.
China Southern Airlines increased its direct route from Guangzhou
to Auckland to a daily service in November 2011, after only opening
the route in April of that year. New Zealand is also well served by
indirect services with Singapore Airlines, Cathay Pacific and
Canada has also simplified its visa process in China, and is
targeting a five-day turn-around for priority travel agencies
(which NZ ADS agents already have). Canada also runs a less
structured version of our PKP programme, working closely with
"preferred" travel agents in China.
Tourism Australia has a very large marketing programme in China
and targets a number of emerging tier two cities, as well as the
main centres of Beijing, Shanghai, and Guangdong.