China Market Development Unit
China continues to grow rapidly and has become New Zealand’s second largest visitor market. However, the Chinese
visitor market is subject to a number of constraints in terms of realising its potential value to New Zealand with particular
quality issues that have required attention. Tourism New Zealand, largely through its China Market Development Unit,
delivers the following activities to support Tourism New Zealand’s goal to grow the proportion of high quality visitors from
Administering the Approved Destination Status (ADS) programme. This programme licenses New Zealand-based
inbound tour operators and tour guides that cater for the Chinese market, and monitors their conduct, performance
and quality standards. The unit also assesses new applicants, completes regular compliance monitoring and
assessments, and handles complaints and feedback from Chinese group tour visitors.
Administering the Premier Kiwi Partnership (PKP) programme, which aims to increase the proportion of quality
visitors from the China market through providing product development and marketing promotion support to selected
Chinese travel sellers and New Zealand inbound tour operators to reduce the barriers for higher value mono New
Producing Chinese language visitor information designed to increase China visitor knowledge, including the rights
and protections they have if visiting on an ADS tour.
Engagement with relevant regulatory bodies.
The China Market Development Unit aligns with the Tourism 2025 framework, in particular through the themes of:
Targeting for value through the PKP programme which is focused on growing the proportion of high value visitors
from the China market.
Drive value through outstanding visitor experience through ensuring minimum quality standards for visitors from the
China market visiting on an ADS approved tour.
Link with Tourism New Zealand strategic priorities
Tourism New Zealand’s activity in this area is primarily aimed at achieving priority 5:
Optimise delivery capability.
Due to Tourism New Zealand’s specific work in addressing the quality issues faced by the China market in the attempt to
attract a higher value visitor, the activity also contributes to the achievement of priority 3:
Focusing marketing activity on clearly defined higher value visitors.
Activity 6: Communicate and engage with New Zealand’s tourism industry to align industry
investment with Tourism New Zealand areas of focus
Tourism New Zealand corporate website maintains or
grows repeat visits to site
Registrations for New Zealand tourism industry webinars
720 people registered for at least 1 webinar
630 people registered
Stakeholder engagement through presentations at both
industry and TNZ organised events
Minimum of 30 presentations to New Zealand
Includes roadshows delivered by the Chief Executive and/or Chair of Tourism New Zealand, presentations given by Executive Leadership Team to New
Zealand industry e.g. conferences.