Christchurch Airport chief aeronautical and commercial officer Justin Watson announced at the Trenz conference in Auckland Monarch Wildlife Cruises was one of four South Island tourism operators to be granted $15,000 as part of its New Horizons China mentoring programme.
As well as the money, the company will be taken on a trade mission to China.
Monarch owner Neil Harraway said the summer season was not a strong one for Chinese tourists in Dunedin, but the mentoring programme should make a difference.
Mr Watson said Christchurch was the fastest-growing arrival point for Chinese visitors.
Those who arrived in Christchurch were more likely to be younger, free independent travellers, who were inclined to stay longer and spend more.
They also spread throughout the region during their stay.
The airport’s programme helped operators access the Chinese market, and make their venture more attractive to, and appropriate for the visitors.
That included translating advertising material, websites and social media into Mandarin, and taking operators on Kia Ora South trade missions to China.
Businesses that had already completed the programme had seen big increases in the numbers of Chinese visiting.
An example was Hanmer Springs Thermal Pools and Spa, which more than quadrupled its Chinese visitor numbers to 40,000.
Mr Harraway said he already had brochures translated into Chinese, in anticipation of receiving the funding.
The company would also be able to increase its online offering, using Chinese social media sites such as Weibo and WeChat.
He was promoting a group package for the Chinese market, which included a visit to the Royal Albatross centre and a visit to see little blue penguins, meaning other operators would also benefit.
For that package, the funding would allow him to hire a translator.
