Chinese visitors bitten by adventure bug

Qian Ting [left] and Qin Zhil (centre), both of Shanghai, consider the options at the Oxbow...
Qian Ting [left] and Qin Zhil (centre), both of Shanghai, consider the options at the Oxbow Adventure Co, Wanaka, including jet sprint boating or off-roading. Photo by Mark Price.
Off-roading.
Off-roading.
Jet sprint boating.
Jet sprint boating.

What do they want? That is the question exercising the minds of those keen to cater for, and capitalise on, the explosion in Chinese tourist numbers. Otago Daily Times Wanaka bureau chief Mark Price this week examines their taste for adventure tourism.

Question: Who were Skydive Wanaka's best customers this summer?

Surprise answer: the Chinese.

Regarded, usually, as tour bus passengers in search of shops, the Chinese are fast becoming adventure tourists.

Skydive Wanaka managing director Blake Mason said the reason they were choosing to skydive here was because of the lack of opportunity at home.

''They can't do it in China.

''It's difficult to do.

''They have got a lot of rules and regulations we don't have, and they don't have the free air space that we do.''

In general, when independent Chinese tourists came to New Zealand, he said, they were looking to do things outside their ''comfort zone''.

Certainly, the carefully made-up young female travel consultants from China on a ''famil'' at the Oxbow Adventure Co near Wanaka Airport last Sunday looked to be beyond their comfort zone.

Despite overalls and helmet, they got a little taste of New Zealand during their ride over a muddy track in a Mad Max-style off-roader.

Mr Mason said the number of Chinese booking at the two associated Wanaka companies was ''growing year-by-year and will probably become our biggest market by far''.

Chinese visitors accounted for 32% of skydive sales annually, and Skydive Wanaka was planning to take on Chinese staff.

Mr Mason believed there was still room for more activities in Wanaka.

''Wanaka doesn't have too many activities like Queenstown and I guess that is what it lacks a little bit.

''If there were a few more activities they could do here, we might pull a few more people out of Queenstown.''

In a webinar posted earlier this month by Tourism New Zealand, senior analyst Bryce Kelliher noted Chinese ''outbound travellers were predicted to be as many as 200 million by 2019''.

And of that, the number coming to New Zealand was expected to grow from the current 302,000 a year to 600,000 by 2021 - ''an increase of 116% over the next seven years''.

''The growth out of this market will outstrip any other market,'' Mr Kelliher said.

The main driver was the growing Chinese middle class, which was willing to pay a premium for quality goods, services and experiences, and preferred to travel independently and stay longer.

''We should see more Chinese visitors travel to more destinations within New Zealand and do more activities while here,'' he said.

''This is a trend that should benefit many parts of New Zealand.''

Analyst Lucy Alborn said New Zealand's 100% Pure campaign ''absolutely hits the mark'' for Chinese independent travellers.

''They see New Zealand as being pure and clean.

''It's all about the nature.

''It's a peaceful place.

''It's a good place to get away from everything.''

Ms Alborn said Chinese independent travellers had often already visited Europe, Asia and the United States and were looking for ''new and exciting places to go''.

''They want new, unique experiences and surprises.''

Lake Wanaka Tourism's general manager, James Helmore, who attended Trenz recently, said the Chinese taste for adventure activities was developing rapidly.

But, as well, there was growing interest from Chinese visitors - particularly those from Beijing - in snowsports.

The local ski industry, he said, was increasingly aware of the need to provide ''soft snow'' options such as snowshoe excursions and tubing, to introduce Chinese visitors to the snow.

''Soft snow'' options are a growing part of the Snow Farm's offering on the Pisa Range.

General manager Andy Pohl said when the season began on June 20, the Snow Farm would provide a ''snow fun zone'' which was simply an area for visitors to enjoy playing in the snow.

''It's basically just a big play area for kids and adults alike who just want to play in the snow, throw snowballs, make snow men, go sledding or tubing.''

While the Snow Farm had provided tubing and sledding before, the area devoted to such low-cost, low-impact activities was being increased.

There were also plans for snow sculptures and a snow maze which were expected to be particularly popular among those Chinese tourists who had no previous experience of the snow.

mark.price@odt.co.nz

 


Language website

Lake Wanaka Tourism has ditched its plans for a Chinese-language website.

General manager James Helmore told the Otago Daily Times last week

the decision had come after a considerable amount of internal debate, with two main factors influencing the decision not to proceed.

One was that Wanaka was looking for ''high-end'' Chinese tourists, and Wanaka's website being mostly in English would help confine its appeal to the town's target market.

The other was the availability of an array of Chinese social media ''channels'' that could be employed to reach its preferred market.

Mr Helmore said prospective Chinese tourists and tourism marketers preferred a personal approach and that was being achieved through the use of ''famils'' and the Chinese equivalents of Twitter and Facebook.

 


Food warning

A warning from Tourism New Zealand: Do not assume blue cod straight from the sea with just a squeeze of lemon juice will impress Chinese tourists.

In a webinar posted earlier this month, analyst Lucy Alborn said it was ''so important'' to offer food that made Chinese tourists feel comfortable, welcomed and looked after.

She passed on comments from a Chinese tourist who said: ''What a waste to just have fried fish with just a bit of lemon squeezed.''

''Such a waste and not very enjoyable.''

Ms Alborn said she found that surprising given fish prepared in this way was one of her own favourites, and also a New Zealand favourite.

''That is not the same with the Chinese.''

Ms Alborn promoted the Chinese preference for ''xin xian'' or ''new fresh'' where Chinese visitors could see food in its natural state ''i.e., still alive, still on the tree or still in the ground; then harvest it and then eat it''.

Ms Alborn said the ''back story'' for food was important, as was allowing Chinese visitors to cook the food themselves.



 

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