Market Overview
Following a long period of declining visitor arrivals, visitor
numbers from Taiwan have improved dramatically in 2010. Much of
this recovery has been driven by the waiver of visas for holiday
visitors to New Zealand (from November 2009).
Arrivals increased by more than 180 per cent in the first three
months of 2010 compared with the same period in 2009. However, the
lack of direct flights and shortage of airline seats between Taiwan
and New Zealand is restraining continued growth out of this
market.
January, February and July are peak travel months from Taiwan,
with May and June being the quietest. With a median stay of eight
days and an average per person spend of NZD2,949, visitors from
Taiwan are among New Zealand's highest spending visitors.
Most Taiwanese travel to New Zealand as a mono-destination and
over half travel to regions beyond the main tourism centres. About
half are repeat visitors.
Since October 2008, Tourism New Zealand's work in Taiwan has
been managed from its Shanghai office with a focus on providing
trade marketing support. Tourism New Zealand staff regularly visit
Taiwan to ensure travel sellers have support at key trade
events.
Situation and Outlook
Taiwan is one of the world's most export-dependent economies and
was hard hit by the global economic crisis. A recovery is underway,
however, helped by economic stimulus measures introduced by the
Taiwanese Government and significant gains in investment,
production and exports.
Taiwan's economy is estimated to have expanded by 9.22 per cent
in the fourth quarter of 2009, with expectations of growth in the
region of 4.9 per cent for 2010.
High unemployment remains a concern, but this is expected to
fall and domestic consumption to grow as the economy
strengthens.
Travel agents are very optimistic about the outlook for travel
to New Zealand and are expecting strong growth for the remainder of
2010.
The announcement of the visa waiver for Taiwanese holiday-makers
to New Zealand was covered in local media, helping raise awareness
of New Zealand as a Chinese New Year holiday destination.
EVA Airways operated four charter flights to New Zealand during
Chinese New Year 2010. This saw arrivals to New Zealand soar by 187
per cent in February 2010, increasing from 1,242 in February 2009
to 3,575, although part of this growth will have been due to
Chinese New Year falling in January in 2009.
What We're Up To
- Tourism New Zealand and six Taiwanese agents have developed a
website promoting New Zealand holidays: www.visitnewzealand.tw/. The focus is on
promotion of luxury tours and independent travel. The website
includes general New Zealand travel information, maps, driving
routes, activities, accommodation and booking information.
- In December 2009, Tourism New Zealand promoted New Zealand as a
holiday destination to more than 200 guests at a gala event in
Taiwan, organised by the Ministry of Foreign Affairs and Trade.
More than 40 media and travel sellers attended the event.
- In September 2009, Mr Tsai Kang Yung, a popular Taiwanese
blogger on www.sina.com, was an
international judge at the World of Wearable Arts (WOW) show in
Wellington.
Want to know more about doing business in Taiwan?
Visit the New Zealand Trade & Enterprise
corporate website
For more information on visitor arrivals and the behaviour of
visitors from Taiwan, including their activity and accommodation
preferences, spend and length of stay, please see the International Visitors Survey Pivot Tables on
the Ministry of Tourism's research website.