Maximising opportunities from the China business events market

Tourism New Zealand (TNZ) is running more workshops beginning tomorrow focusing on China's business events market, specifically conference and incentive travel.

Run in conjunction with Air New Zealand and Conventions and Incentives New Zealand (CINZ), the workshops are designed to help the incentive industry be 'China ready'.

The workshops are being held in Queenstown on 21 March and Auckland on 22 March.

Tourism New Zealand's General Manager Asia Markets Tony Everitt, will be presenting at the workshops and says that the high-end China incentive market offers some great opportunities for New Zealand.

"The incentive market from China holds huge potential for New Zealand, but we do need to understand its differences and challenges.

"These workshops will help to better equip the New Zealand industry to do business with this exciting market".

China has become New Zealand's second-largest source of annual arrivals, with over 192,400 Chinese visiting New Zealand in the year-ending January 2013.

The full-day workshops will provide information on conducting business with the China market as well as information on how the China meetings, incentive, conference and events (MICE) travel distribution system works.

The workshop will also provide insight into how to deliver an experience that meets the standards and expectations of the Chinese market whilst extracting the best possible value for businesses.

Air New Zealand's and Tourism New Zealand's business events strategies in China will also be presented, outlining upcoming opportunities for industry to get involved.

For those unable to make the workshops, presentations from both Tourism New Zealand and Air New Zealand presenters will be available at

Presenters at the workshop include Tourism New Zealand General Manager Asian Markets Tony Everitt, Sandra Yang, Manager, Corporate & New Business at Air New Zealand, Amy Adams from Occam Ltd and Sam Ming, Head of Strategic Sales & Client Management at CITS International MICE.

Tourism New Zealand took on the role of marketing and positioning New Zealand as a business events destination in 2011 and is now actively targeting the sector in the United States, South and South East Asia and China.

Says Tony; "The organisation has identified the business events sector as presenting a significant opportunity to grow visitor value by attracting more high value conference delegate and incentive visitors to New Zealand.

Tourism New Zealand's involvement in the business events sector supports its overall strategic direction of increasing international visitors' economic contribution by attracting more high value visitors and getting them to stay longer. 

This is the second series of workshops run by Tourism New Zealand supporting industry to be 'China-ready'.

"China holds huge opportunities for destination New Zealand, and Tourism New Zealand is committed to ensuring operators are extracting the best possible value."

Detailed information on Tourism New Zealand's work in the Business Events space is also available online.

Emma Carter, Communications Advisor, Tourism New Zealand | +64 21 243 0386