New Zealand and Marlborough make China top ten destination lists

New Zealand has been named a top 10 destination by Chinese visitors. The ‘It’s My World Travel Awards’ recognise the world’s best destinations and emerging destinations for Chinese travellers in 2019.

Marlborough was also named as top 10 emerging destination alongside the iconic locations of Sicily, Jerusalem and the Loire Valley. Marlborough is the only destination in the southern hemisphere to be recognised in the awards.

“Marlborough is rising to the top of visitors’ bucket lists thanks to its world-famous wine, delicious fresh seafood, and lots of opportunities for visitors to get close to nature in the Marlborough Sounds,” says Stephen England-Hall, Tourism New Zealand Chief Executive.

Tourism New Zealand is focused on attracting high value visitors, these are people who come to the country in the off-peak and venture into regional New Zealand. This spreads the benefits of tourism across the year and across the country.

“We’ve worked closely with Marlborough to promote the region and all it has to offer to the Chinese market so it’s fantastic to see them make the list.”

“New Zealand’s warm welcome, range of activities and our stunning landscapes combine to make us a desirable destination.”


More information:

  • It’s My World Travel Award 2019 is jointly hosted by Chinese online travel platform, and ITB China
  • Award finalists were selected based on voting by around 480,000 users and professional judges comprising of tourism experts, media representatives and Key Opinion Leaders.
  • China is New Zealand's second-largest international visitor market and most valuable in terms of holiday visitor spend.
  • Tourism New Zealand’s focus in on encouraging visitors to travel to New Zealand outside of the peak summer periods and to discover the variety of sights and activities available across the country.
  • Each year Chinese visitors spend over $1.6 billion in New Zealand.
  • In the year ending 30 April 2019, New Zealand welcomed 424,000 Chinese visitors.
  • A Tourism New Zealand campaign showcasing Wellington, Nelson, Tasman and Marlborough in China generated over 5.6 million video views in 2017.
  • Tourism New Zealand launched its largest global campaign this week. 100% Pure Welcome brings together our amazing, diverse and welcoming people alongside our stunning landscapes to showcasing what is unique about our country: – our warm welcoming people and distinct Kiwi culture.
  • International tourism is worth more than $16 billion to New Zealand’s economy and employs nearly one in seven Kiwis.