The partnership will support Tourism New Zealand's aspiration to grow visitor numbers to 3.9 million by the end of 2026. Li Xian’s journey is an extension of the current 100% Pure New Zealand campaign, tailored to Chinese audiences.

In the year to August 2025, nearly 250,000 Chinese travellers visited New Zealand—representing 60% of pre-pandemic numbers. With air capacity now restored to 91% of previous levels, there is real opportunity for continued growth, says Tourism New Zealand Chief Executive René de Monchy.

"The Chinese travel market has changed rapidly, with visitors now tending to be younger and more independent in their travel preferences. Recognising this shift, we engaged Li Xian, a renowned Chinese actor and celebrity, to front the #NowinNewZealand campaign.

"Li Xian’s considerable influence—spanning millions of followers across Weibo, Douyin, RED, Instagram—will help showcase the unique appeal of a New Zealand holiday to a wide audience."

Through a series of engaging ‘vlog’ episodes and partnerships with popular Chinese social media and travel platforms, the campaign will highlight cultural connections, breathtaking landscapes, and experiences that appeal to modern Chinese travellers. Tourism New Zealand's partnership with Xian will span one year.

To connect the campaign with Tourism New Zealand's drive for arrivals, it's timed to coincide with major shopping festivals such as Double 11 and Double 12, as well as the busy Lunar New Year travel season. Our audience will be encouraged to book New Zealand holidays inspired by Li Xian's content.