A ''new norm'' is emerging nationally and for Queenstown in particular, with many Chinese tourists making New Zealand and the resort their Chinese New Year destination.
This year Chinese New Year falls on Sunday, February 10, and Destination Queenstown chief executive Graham Budd said bookings in the resort were looking ''very strong''.
''Every year Chinese New Year is going to be ... a busy period that we will see an influx.
''This is as important to them as our Christmas-New Year [and] we are going to see this [influx] every year.''
He said no specific cultural celebrations were planned in the resort.
''They are here to enjoy the offering of Queenstown.''
Come February 10 the summer visitor season would still be in full-swing and it was expected the town would be full, Mr Budd said.
''Chinese New Year just adds another level to that.''
