China

Last Updated on: 25 August 2010

Visitor Arrivals July 2010

Year End Total 109,090 4.0%
Month End Total 8,040 94.2%
Year End Holiday 70,630 0.9%
Month End Holiday 4,632 253.3%

Other Stats (YE March 2010)

Median Length of Stay (Holiday) 3 days
Average Expenditure per Visit NZD3929
Total Expenditure per Annum NZD360.2m

Situation and Outlook

China's economy is growing strongly as it rebounds from the effects of last year's Influenza A (H1N1) Swine Flu pandemic and economic pressures. Outbound travel has followed suit, with...

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71%

of holiday visitors travel to New Zealand on pre-arranged group tours (YE Mar 10)

Market Overview

In 2008 China overtook Japan as New Zealand's fourth-largest visitor market. As the world's fastest-growing economy, China offers enormous opportunities for New Zealand tourism.

Tourism New Zealand is working to build awareness and understanding of New Zealand as a destination in this market, drive bookings and improve the quality of experiences Chinese visitors have here.

While most holiday visitors from China travel to New Zealand with organised group tours (71 per cent), there is increasing interest from families and small groups in self-drive and campervan itineraries. At present only 23 per cent of Chinese visitors travel beyond New Zealand's main visitor centres.

The Chinese market is predominantly dual-destination. Over 70 per cent of Chinese holiday visitors to New Zealand also visit Australia as part of the same trip. However, there is a growing trend toward mono-New Zealand holidays.

Tourism New Zealand's China Monitoring Unit monitors the quality of tours run as part of New Zealand's Approved Destination Status agreement with China. In place since 2007, this monitoring programme ensures Chinese visitors enjoy quality holiday experiences in New Zealand, helping to drive the long-term growth of this market.

A new marketing campaign 'Experience New Zealand Right Now' was launched in Beijing and Shanghai in April 2010 and is helping extend the reach of the '100% Pure New Zealand' message through digital channels.

  • Situation and Outlook

    China's economy is growing strongly as it rebounds from the effects of last year's Influenza A (H1N1) Swine Flu pandemic and economic pressures. Outbound travel has followed suit, with...

    Read More
  • Visitor Arrivals

    Between 1999 and 2008, the Chinese market grew from just over 20,000 to 112,000. China surpassed South Korea and Japan in 2008 to become New Zealand's fourth largest inbound...

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  • What We're Up To

    China is the world's fastest-growing economy and Tourism New Zealand is working in this market to grow our share of the increasing outbound travel market. Our strategy is to...

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  • Working in Market

    Chinese people traditionally do business on the basis of mutual trust, rather than written contracts, so it is important to gain the trust of key people. Creating a favourable...

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  • Visitor Experience Monitor

    During 2008/09 visitors from China enjoyed reasonably high levels of satisfaction with their holidays in New Zealand. Satisfaction levels improved compared with 2007/08, but remained relatively low compared with...

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  • Contact Us

    Tourism New Zealand has offices in Shanghai, Seoul and Hong Kong, with activity in the North Asian markets overseen by our General Manager Eastern Long Haul Markets based in...

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