Chinese focus pays off beyond expectations

Preperations for an increase in lucrative visitors celebrating Chinese New Year last month paid off even more than expected for many Queenstown tourism operators.

The Queenstown Times returned last week to the operators it spoke to in early February, just before the Year of the Snake was ushered in.

Many Wakatipu operators embraced New Zealand's newly emerged second-largest tourism market and its biggest calendar holiday by training staff in Chinese pleasantries, accepting China's only domestic bank card and decorating shop windows with lanterns and script.

''We knew it was going to be a substantial increase on last year's, but expectations were surpassed,'' NZONE Skydive business development manager Derek Melnick said.

''We saw more than double the Chinese numbers [on the 2012 New Year period] and I'm very pleased with the result.''

Mr Melnick said there was a wide diversity of free and independent travellers, families and special-interest groups of all ages among the Chinese visitors to NZONE, including a Shanghai family of four in matching white tracksuits, and an entire scuba diving team.i-Site Visitor Centre general manager Matt Wong said there had been a ''fantastic'' and ''best year ever'' result from staff embracing Chinese New Year. More than 50% of customers through the door during the period were either from mainland China or were Chinese ex-pats or students based in other countries.

Mr Wong said the influx lasted for a further two weeks after the initial New Year week and ''our month would have been a lot worse without it''.

Chinese visitors were especially keen to book airborne activities and all ages were interested in the adrenaline-fuelled adventures on offer, contrary to common tourism industry expectations, he said.

Counter sales were bolstered with the hiring of a dedicated Chinese consultant, for whom Chinese visitors would wait until free, then discuss options in their native language.

Sales increased as a consequence, he said.

Mr Melnick and Mr Wong individually said they hoped the evolution of Queenstown as a Chinese New Year holiday destination would continue, with the support of more operators, Destination Queenstown and the Queenstown Lakes District Council's event managers, for the whole resort to prosper.

Ziptrek Ecotours marketing and sales manager Nicky Busst said the operation enjoyed ''significant growth'' directly associated with Chinese New Year and was pleased to see the trend continue.

''Just today we had a full tour of 10 Chinese on Ziptrek, which is clearly a flow-on effect with all the marketing activity that took place and the growing popularity of Queenstown and New Zealand as a Chinese holiday destination.''

Destination Queenstown international markets manager Ben Chapman said that, anecdotally, it seemed the resort experienced growth on the previous Chinese New Year, with more independent Chinese travellers coming not just during the New Year period but through all of February.

''We're delighted that more local businesses got in behind it and found ways to make our Chinese visitors feel welcome,'' Mr Chapman said.

''Feedback from some of our members indicates that they have been embracing a wide range of activities, shopping at a diverse selection of stores and eating in many of our restaurants.

''It all bodes well for future visitation from this market.''

The increase in visitors from the Far East was felt over the Crown Range as well, with Skydive Lake Wanaka achieving one of its best February figures.

Jumpers from China outnumbered all other nationalities for the first time in a single month.

Director Jools Hall said the profile of customers over the Chinese New Year holiday period fitted the independent traveller model rather than the stereotypical view of guided coach tours, with many Chinese visitors touring New Zealand in small groups driving hire cars and campervans.

''All the predictions about the Chinese market came true for us in February,'' Ms Hall said.

''Even though we've put a lot of work into marketing to Asia, I was amazed to see we'd had more jumpers from China than the UK.

''We need to watch how the trend continues but, clearly, this marks a significant shift for our business in a key trading month.''