Chinese VIPs, media and Chinese outbound tourism
organisation representatives are welcomed to Queenstown
during a whirlwind tour of the resort last year. Photo by
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
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
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
''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