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Industry Information
New Zealand’s Competitors
Increased competitor activity in
China
is a reminder that
New Zealand
needs to stay focused on this fast-growing market. The
US
is due to host its first Chinese tour group under its newly granted Approved Destination Status in June 2008.
The
UK
’s tourist board recently launched its first campaign in
China
targeting fully independent travellers. They expect to receive 20,000 to 30,000 visitors as a result of the campaign, and are also cutting the price of their tourist visas for Chinese travellers.
Australia
ran an Aussie specialist famil and workshops for corporate end-users and has launched independent traveller packages with Cathay Pacific and Dragonair.
Australia
was the main long-haul destination for Chinese travellers in December 2007 and January 2008. Mono-Australian package tour numbers increased by 30 per cent, compared with only a 10 per cent increase for mono-New
Zealand
packages.
Strengthening economic, trade and tourism relations between
China
and
India
are reflected in tourism figures; the number of Chinese travelling to
India
is increasing by 20 per cent annually with 51,000 visas issued in 2007 compared with 36,000 in 2006.
Tourism New Zealand Activity
The 100% Pure New Zealand campaign in
China
was launched on 21 April 2008. The campaign uses digital mediums including television commercials, outdoor digital billboards and online advertising to bring the
New Zealand
holiday experience to life.
Advertising will run through until the end of June and will be repeated in September/October 2008 and February/March 2009. A record 149,600 users visited the Chinese gateway of newzealand.com in the week to 9 May 2008.
Recent Tourism New
Zealand
product training workshops were attended by a total of 400 travel agents. There is still a preference among agents for Australia/New Zealand combined itineraries, but the sessions indicated some interest in
New Zealand
’s
South Island
.
Tourism
New Zealand
and ctrip.com launched the second phase of a joint promotion targeting fully independent travellers at the end of April. Tourism
New Zealand
has also partnered with Air New Zealand, Shenzhen Port CTS and Shenzhen Tourism in a market development program promoting mono-New
Zealand
itineraries.
Tourism
New Zealand
also partnered with Shenzhen CITS (China Travel) in a market development programme, including print advertisements, point of sale marketing, travel talks and online promotion.
Air
New Zealand
increased their flight frequency to
China
from three to five services per week at the end of March. Two of these five services will operate direct from
Beijing
instead of
Shanghai
from early July 2008.
Doing Business in China
Chinese people traditionally do business on the basis of mutual trust, rather than written contracts, so it is important to gain the trust of key people.
Creating a favourable impression in China depends largely on exhibiting common courtesy, respect and a degree of modesty.
Visibly acknowledge the presense of older people and show additional courtesy. Asian cultures have a particular regard for those older than themselves.
Surnames are placed first in Chinese. Mr Chan Kah Kee is therefore addressed as ‘Mr Chan’.
A handshake is the normal greeting for men and women.
Business cards should be received and presented with both hands. It is also a sign of respect to keep hold of the card, not put it away immediately in your pocket or holder.
A great deal of business in China, as in the rest of Asia, is conducted after hours, over dinner or karaoke.
It is appropriate to give small gifts such as New Zealand products like greenstone or woodcarvings.
Be prepared for people to ask you personal questions.
The Chinese do not react favourably to raised voices. Be reserved and tactful.
When seated it is good manners to place your hands in your lap.
'Yes' means only that the listener has heard you. It must be followed by a positive statement that confirms 'yes', to mean 'I agree'.
Directly confronting someone about having made a mistake is not the best way to proceed. Talk around the subject, allowing them to save face.
Establishing rapport or relationships ("guanxi") is important for doing business in China.
Source: www.marketnewzealand.com (China Country Briefing)
For the latest market information please see Tourism New Zealand's e-newsletter, Regional Rap.
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