Tourism 2025's 'Insights' theme acknowledges research as a key tool to help the industry understand the nuances of the key visitor market.
Over the last two months Tourism New Zealand (TNZ) has been leading the way, sharing its insights via 20 China market workshops throughout the North Island and two new research papers which are now available online on tourismnewzealand.com and the China Toolkit website.
As New Zealand's second largest visitor market by value and arrivals measures, Tourism New Zealand has been closely watching the market since the introduction of the China Travel Law in October 2013.
Currently, the overall trend for the China holiday market is positive. Since the implementation of the Travel Law there has been strong growth in independent holiday tourists, who stay longer and travel more widely. Alongside this, there has been an overall decline in the proportion of shorter-stay Chinese holiday visitors, traditionally associated with dual destination shopping tours.
As a result, average holiday length of stay has continued to increase - now sitting at 7.5 days, up from 6.7 days in 2013 - indicating increasing quality from the important Chinese market. Holiday arrivals continue to increase, up 9.2 per cent for the year-ending June 2014.
TNZ's China market workshops offered insights into the knock-on effects being seen regionally as a result of these changes.
Split into two sections, the interactive workshops were run with Amy Adams from Occam Consulting, and were funded by Ministry of Business Innovation and Employment and sponsored by Qualmark. Attendees received information to help them understand the different expectations of Chinese visitors, such as cultural and behavioural nuances, helping to ensure they are better able to accommodate these needs in order to deliver a quality visitor experience.
The latest Chinese arrivals and the Chinese Travel Law research paper provides some insights into changing market trends discussed during the workshops. Available for downloaded on the China Toolkit website, the research uses insights from Statistics New Zealand's International Travel Monitor to June 2014.
The China infographic is also now available on both the China Toolkit and the Research section on TNZ's corporate website. This provides an in-depth look to visitor data to year-end February 2014, summarising key travel trends, favoured activities, accommodation and preferred transport styles.
You can download a copy here.
Both the China Toolkit and the China market section provide significant resources for the New Zealand industry and with new content added regularly they offer a key source of information for operators targeting the China market.