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China Market Development

Tourism New Zealand is working to maximise the opportunities available from the growing numbers of Chinese visitors to New Zealand.

Establishing a quality end-to-end travel experience is the core focus for the 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 to drive the long-term growth of this market.

Tourism New Zealand launched its Premier Kiwi Partnership (PKP) programme in 2013. Fourteen inbound tour operators and nineteen China-based travel sellers have been selected to participate in this incentive-based programme aimed at developing, marketing and promoting longer stay and higher quality itineraries for Chinese ADS tours to New Zealand, specifically outside the peak season.

The PKP programme will be complementary to the work already being done to encourage growth in the FIT market in China, and will further cement New Zealand's market position as a desirable, high-value destination.

  1. Approved Destination Status (ADS) is an arrangement between the Chinese Government and another country, that lets Chinese holiday travellers visit a country in a tour group.

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  2. Tourism New Zealand launched its Premier Kiwi Partnership (PKP) programme in 2013. Fourteen inbound tour operators and Nineteen China-based travel sellers were selected to participate in this incentive-based programme aimed at developing, marketing and promoting longer stay and higher quality itineraries for Chinese ADS tours to New Zealand, specifically outside the peak season.

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