China's strong economy and extensive government stimulus
measures insulated it from the worst of the economic downturn, but
outbound travel has been heavily impacted by other factors,
including the...
Market Overview
While most holiday visitors from China travel New Zealand with
organised group tours (89 per cent), feedback from travel agents
suggests there is increasing interest from families and small
groups in self-drive and campervan itineraries. At present less
than 20 per cent of Chinese visitors travel beyond New Zealand's
main tourist centres.
The Chinese market is overwhelmingly dual-destination, with 90
per cent of Chinese holiday visitors to New Zealand also visiting
Australia as part of the same trip.
Issues arising around the quality of experiences being provided
to Chinese visitors in New Zealand led Tourism New Zealand to
introduce a stringent monitoring system in 2007.
Approved Destination Status
(ADS) tourism operators servicing the China market are now
monitored to ensure they deliver itineraries including good quality
accommodation, transport, activities and tour guide services.
Tourism New Zealand's research has found that Chinese consumers
have a low awareness of New Zealand and what it offers as a holiday
destination. There are a growing number of Chinese travellers who
are seeking rejuvenating and challenging holiday experiences, not
just passive 'look and see' holidays, and our campaign work aims to
reach these travellers.
In September 2009, a fourth round of the global 100% Pure New
Zealand campaign started in China, focussing specifically on
Shanghai. The campaign strategy in China is to maintain the
momentum of the original campaign, which launched in April 2008 and
drove record traffic to the Chinese language site of www.newzealand.com.
In the two years, the Sichuan Earthquake and the subsequent
official ban on overseas-bound delegation groups, the Beijing
Olympics, and the reaction to the H1N1 Influenza A (Swine Flu)
outbreak have all disrupted market growth. However, medium- and
long-term growth expectations for the market are very positive.