Speaking to the Otago Daily Times, Mr McGowan said the expected increase in Chinese tourists in 2019 was welcome, particularly because the ''free and independent travellers'' (FITs) were large spenders when they were touring New Zealand.
But he warned there would need to be an upgrade in high-end facilities for the visitors, who usually spent about $5000 ''on the ground''.
Tourism Minister Paula Bennett announced on Monday 2019 was the China-New Zealand Year of Tourism. China was the second-largest visitor market and tourism was a driver of economic growth and cultural understanding for both countries. The agreement had the potential to add to the $1.7 billon a year Chinese visitors spent in New Zealand.
Mr McGowan said it was likely China would surpass Australia, at some stage, as the country supplying the most visitors.
An increased number of flights direct to Christchurch and Auckland, and perhaps Queenstown, would mean considerable pressure on resources.
''Traditionally, tourists were going to Auckland, Rotorua and Queenstown, but we are now seeing numbers of FIT tourists moving around the regions and spending well.
''While it's great to have an influx of people spending money, we have to guarantee the unique experience they are looking for. If this is not managed, there will be a deterioration to our environment offering, something we don't want to happen.''
Queenstown had between 20,000 and 40,000 visitors on any given day, a large number of people visiting a small centre, Mr McGowan said.
The Government was considering how to increase hotels but the quality of hotel accommodation was just as important as the number of rooms.
The free and independent travellers were used to high standards of accommodation, food and shopping and were prepared to pay for the experience, he said.
Domestic travellers still provided the bulk of tourism money in the country and Mr McGowan was concerned Kiwis would be pushed out of local attractions, leaving them with the alternative of travelling overseas for a holiday.
Tourism Industry Aotearoa (TIA) chief executive Chris Roberts said with two years to prepare for the China-New Zealand Year of Tourism, the tourism industry would want to develop further quality visitor experiences, to encourage more high-value visitors.
Growing the value of the China market so visitors stayed longer and spent more was a key factor in reaching the Tourism 2025 goal of $41 billion in tourism revenue.
Asked about the pressures on infrastructure, Mr Roberts said the industry's aim was to target the high-value sector, not to grow the mass market.
''We are also aiming to grow visitation during the shoulder season, not to bring more people here at peak season.''
The industry wanted to encourage more travellers, particularly repeat visitors, to travel more widely through regional New Zealand, he said.
In terms of the ability of infrastructure to cope, TIA was close to releasing its research into priorities for tourism infrastructure investment.
The association would be working with both the public and private sectors to progress projects identified by the research, Mr Roberts said.
''All these initiatives will help ensure New Zealand's infrastructure can cope with tourism growth.''
