"China is coming - ready or not."
That was the message at a tourism industry briefing in Queenstown yesterday from Mark Frood, North Asia regional manager for Tourism New Zealand.
Mr Frood was referring to a new type of Chinese tourist, one who travels independently, rather than on group tours, a category which Tourism New Zealand sees as one of the greatest potential for future growth.
Mr Frood said these visitors would prefer self-drive or public transport rather than pre-booked bus tours, and would be looking for customised experiences.
"These visitors are typically 30-40 years old, and they are well travelled, confident and speak English well.
They are particularly interested in culture and adventure, and they will be shopping for New Zealand brands.
"This new type of Chinese traveller will often be looking to New Zealand for a feeling of freedom during their vacation," he said.
At the briefing run by Destination Queenstown and Tourism New Zealand at the Crowne Plaza Hotel yesterday, Mr Frood urged the tourism industry to become aware of this new Chinese market.
"There is a huge potential for growth, if the local industry can learn to meet the needs for the independent Chinese traveller, as well as the Chinese luxury traveller."
Tourism New Zealand chief executive George Hickton backed up this picture in his address.
"China is an example of how some of the fastest-growing markets are the ones we least understand.
We need to regain New Zealand's edge on these markets," Mr Hickton said.
Mr Frood told the industry professionals how tourism arrivals from China have fluctuated greatly over the past year, but are now back in growth compared with last year.
Tourism New Zealand is planning new marketing campaigns for the Chinese market, with different approaches for the Beijing and Shanghai markets.
