And that includes catching the attention of China's five million skiers.
The group of 60 is being hosted by Queenstown and Auckland airports and ties in the inaugural China Southern Airlines Guangzhou direct flight to Auckland on April 8.
Queenstown Airport chief executive Steve Sanderson said a great itinerary was being built to feature Queenstown and its surrounding area, including tours to Milford, vineyards and a dinner at Millbrook Resort.
"This visit will give the Chinese wholesalers, tour operators and media a good feel for Queenstown and we're hoping that this quickly translates into itineraries featuring our part of the world."
It might even open the Chinese eyes to the potential of skiing holidays in the resort, he said.
"Skiing has become increasingly popular with the Chinese and while it may be early days for creating a new market, the potential cannot be ignored with five million skiers in China."
Destination Queenstown chief executive Tony Everitt said the visit, following a smaller one in December, was very promising as China was the fastest-growing visitor market for New Zealand and Queenstown.
It was hoped the visit, being put together by the two airports and Destination Queenstown, would translate into more high-spending Chinese visitors to the region, he said.
"It's the fastest-growing economy with a rapidly growing number of wealthy Chinese."
There were also those who travelled independently and had the time and money to experience a lot more of what the region could offer, he said.
The direct flights from Guangzhou would result in 88,000 available seats a year into Auckland as part of China Southern's service three times a week.
Queenstown was already featuring strongly in a $10 million marketing campaign launched by China Southern Airlines prior to the April 8 flight.
