It is middle-management Chinese, rather than the super-wealthy, whom New Zealand tourism should be trying to attract, James Glucksman, of Oamaru, says.
I read with interest the article in last weekend's Otago Daily Times about Chinese tourists. Having relocated to New Zealand from China myself just over a year ago, and having spent a considerable portion of my professional life in and with China (and being a Chinese-speaking foreigner), I think it's fair to say I have a pretty good familiarity with the Chinese market.
Also, as a New Zealand tourism service provider myself - operating a five-star lodge - I have a certain understanding of what New Zealand operators have to offer Chinese visitors. Furthermore, while living in China, I was working in a service sector that caters, at least partly, to the Chinese upper crust, so that's another source of perspective.
With all that perspective, I think it's fair to say that the Chinese super-wealthy will be unlikely to find New Zealand to their taste. These people are the epitome of the nouveaux riches, for whom nothing is too expensive (though much is too cheap) and where quality is not as important as the price (which again should be as high as possible).
This class of visitor has no appreciation of the pristine nature that New Zealand offers, or of the unique flora, fauna or culture of the country. When they travel, they do so primarily to engage in conspicuous consumption,which is one area where New Zealand - happily, in my view - is lacking.
Furthermore, when it comes to cuisine, they generally seek out either the Michelin four-star-type dining of France and Britain, or high-quality Chinese food, again, something that New Zealand generally lacks. And when it comes to entertainment, they generally prefer casinos. Here New Zealand does have something to offer, but without the glitz and "glamour" of Monte Carlo or Las Vegas.
However, the super-wealthy are not the only Chinese travellers out there, as anyone who has seen a busload of Chinese tourists unloading in Tekapo can attest. As the Chinese economy grows and matures, there are more and more middle-management types who have money to spend, and for whom the things that many other international travellers seek also serve as a draw, and here New Zealand can truly shine.
The average Chinese urbanite does not experience blue skies very often, nor can they be assured that the food they eat is safe from contaminants and even poisons. So while it may be true that in New Zealand it is difficult to find a live fish to have prepared for you on the spot, at least the fish that is here is not likely to have lingering effects on one's health.
New Zealand seems to me to be too focused on the tiny percentage of Chinese visitors at the very pinnacle of the income ladder, and not focused enough on the levels below them. It is therefore encouraging to see that operators in Queenstown are considering those things that people who are new to the international travel scene might like to do, and thus broaden the appeal of New Zealand to Chinese and other Asian guests.
