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...
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.