China is New Zealand's second largest visitor market. Its growing middle-class has seen sustained growth in Chinese visitor arrivals to New Zealand over the last five years. Increased air capacity from the two direct carriers, China Southern Airlines and Air New Zealand - with new players Air China and China Eastern also establishing year-round services in 2015 - has helped this trend.
Tourism New Zealand's marketing in China targets consumers who are aware of New Zealand, and are already considering travelling to our country. The 100% Pure New Zealand campaign is central to this strategy, and promotes the amazing experiences available within New Zealand to motivate travellers to book their trip, including the Special Interest focus area of golf. We also make use of key opinion leaders (KOLs) and broadcast shows such as “Dad, where are we going?” to stimulate interest in New Zealand as a holiday destination. This above-the-line work is underpinned by substantial trade development programmes that engage providers in market to package unique experiences for Chinese travellers to purchase.
ADS and the China Market Development Unit
Establishing a quality end-to-end travel experience is the core focus for Tourism New Zealand's China Market Development Unit. In place since 2007, the team monitors the quality of tours run as part of the Approved Destination Status (ADS) programme, to ensure Chinese visitors enjoy quality holiday experiences in New Zealand, helping drive the long-term growth of this market.
The China Toolkit is available to help the New Zealand tourism sector deliver quality experiences to Chinese visitors. The China Toolkit's focus is to help the visitor sector develop and deliver products that Chinese visitors value and enjoy - by providing in one place a collection of useful tools that businesses can access.