This time Xian explored the North Island, and will share his active adventure from Auckland to Taupō and Rotorua where he immersed himself in New Zealand’s culture through the All Blacks Experience and Te Pā Tū, explored nature on Waiheke Island, Rotorua’s Waimangu Volcanic Valley, hiked up and around Mt Tarawera, discovered the thrill of jet boating to see Huka Falls, and fished for his dinner on Lake Taupō.

“In the post-covid era, Chinese travellers want to immerse themselves in a destination and its culture, and they will travel more widely and stay longer to do so—we think this partnership with Li Xian will show travellers that the North Island will offer them exactly what they need to have an active escape in New Zealand,” says Tourism New Zealand general manager international Angela Blair.

The first year of partnership delivered significant results for brand New Zealand in China and helped to drive arrivals growth of 56% during the Lunar New Year period in February 2026. The partnership generated more than 500 million impressions and drove 127% growth in searches for New Zealand travel guides on Rednote, a key social platform shaping travel decision making for Chinese consumers. At that point Chinese arrivals had recovered to around 70%.

Now China’s recovery continues to build momentum and sits at 80% recovered (327k total arrivals) against 2019. China is New Zealand’s third-largest visitor market, and Chinese visitor spend grew 26% to $1.5b in the year to June 2026.

There is significant air capacity from China to New Zealand this summer, showing there is demand for New Zealand and a wide range of travel options for travellers who want to explore New Zealand says Blair

The activity centres around a 20 minute vlog that will be shared across Li Xian and Tourism New Zealand channels, and via advertising via social channels (TikTok, Weibo, WhatsApp), OOH, and will be supported by trade activity with Ctrip and Fliggy to encourage bookings and support visitor arrivals and value growth. Tourism New Zealand’s digital channels will also feature the content and more information about Li Xian’s New Zealand experience to inspire visitors.

You can view the vlog on Wiebo here.(opens in new window)

China presents an opportunity for tourism operators in New Zealand, Tourism New Zealand is supporting the sector to leverage the increase in arrivals from China, by sharing market expertise while also delivering campaign activity to stimulate demand. A series of workshops with market leader George Cao of Dragon Trail in November, industry can sign up for them here(opens in new window).

Tourism New Zealand has visitor insights that show what potential visitors are looking for, which informs its activity. Check out our China Market Snapshot(opens in new window) that highlights the latest visitor behaviour, trends and what potential visitors are looking to see and do in New Zealand.

“Rotorua's tourism industry is well attuned to the Chinese visitor market, with operators continuing to develop and tailor their experiences to appeal to Chinese travellers,” says RotoruaNZ Chief Executive Officer Andrew Wilson.

“We know from research and talking to visitors just how closely the interests of Chinese travellers align with what Rotorua does best. More than 80% are drawn to natural attractions, while 72% are interested in walking and hiking. From our geothermal landscapes and crystal-clear freshwater lakes to our forests and world-class Māori cultural experiences, Rotorua has an enormous amount to offer.

“With most Chinese visitors arriving through Auckland, we're also ideally positioned to be part of their North Island journey, particularly as nearly half are spending between eight and 14 days in New Zealand.

“Having someone with Li Xian's profile showcasing Rotorua to millions of potential visitors is a fantastic opportunity, particularly as Chinese visitor numbers continue to grow. Our tourism businesses are well placed to capitalise on that interest. RotoruaNZ will continue supporting them through our work with the travel trade, strategic partnerships, dedicated social media channels and in-market digital campaigns. It's all about turning inspiration into bookings and keeping Rotorua firmly on the itinerary for Chinese travellers.”

“Having Li Xian join us at Te Pā Tū was a special opportunity to share our stories, traditions and the hospitality of our people,” says Tauhara North No.2 Trust (Te Pā Tū and AWA) Kaiwhakahaere Tauhokohoko Tiaana Anaru.

“As Chinese travellers increasingly seek distinctive, high-quality experiences, Rotorua has a unique opportunity to connect with those who value cultural depth and a genuine sense of place. This aligns closely with our approach at Te Pā Tū, where cultural appreciation and meaningful engagement are at the heart of the experience.”