Tourism NZ looking to China

Chinese VIPs, media and Chinese outbound tourism organisation representatives are welcomed to Queenstown during a whirlwind tour of the resort last year. Photo by Tracey Roxburgh.
Chinese VIPs, media and Chinese outbound tourism organisation representatives are welcomed to Queenstown during a whirlwind tour of the resort last year. Photo by Tracey Roxburgh.
Tourism New Zealand says it is looking to generate greater value from the burgeoning Chinese market, with its new Premier Kiwi Partnership (PKP) programme targeting those travellers likely to spend more time and money on visits to New Zealand.

Tourism NZ is now working with a dozen selected inbound tour operators and 18 China-based travel-sellers to develop and market innovative packages offering longer-stay, higher-quality itineraries in New Zealand.

Since New Zealand gained Approved Destination Status in 1999 - which cleared the way for Chinese tour groups to visit - the China market has grown to become New Zealand's second-largest source of arrivals.

About 195,000 Chinese came to New Zealand in the year to November 2012, a 38% year-on-year increase.

Asian markets general manager and former Destination Queenstown chief executive Tony Everitt said through PKP, Tourism NZ aims to change the nature of holidays taken by Chinese visitors and the contribution they make to the New Zealand economy.

Tourism NZ will support approved PKP travel-sellers through digital marketing partnerships; joint marketing collateral; the use of a special PKP logo in advertising or marketing, and priority listings for familiarisation visits to New Zealand.

''We are also developing PKP promotions with partner airlines servicing the China-New Zealand route, and exploring potential partnerships in areas such as special interest travel, for example golf or luxury tours,'' Mr Everitt said.

''We believe the programme will result in more Chinese travellers choosing higher-quality packages offering more enjoyable experiences in New Zealand. That in turn will help cement our reputation as a desirable destination in a highly competitive market.''