TNZ targets higher value visitors from China tourism market

Tourism New Zealand (TNZ) is looking to generate greater value from the burgeoning Chinese market with its new Premier Kiwi Partnership (PKP) programme targeting those travellers likely to spend more time and money on visits to New Zealand.

Under its new PKP programme, TNZ is now working with 12 selected inbound tour operators and 18 China-based travel sellers to develop and market innovative packages offering longer-stay, higher-quality itineraries in New Zealand.

Since New Zealand gained Approved Destination Status (ADS) in 1999 - which cleared the way for Chinese tour groups to visit - the China market has grown to become New Zealand's second-largest source of arrivals.

Around 195,000 Chinese came here in the year to November 2012, a 38 per cent year-on-year increase.
General Manager Asia Markets, Tony Everitt says through PKP, Tourism New Zealand aims to change the nature of holidays taken by Chinese visitors and the contribution they make to the New Zealand economy.

"Most Chinese tourists currently visit New Zealand for three days as part of a tour group on a dual-destination package that also goes to Australia. However, tourists travelling independently, or who come on New Zealand-only tours, are increasing in number and in value.

"These travelers generally spend far more time here; visit more regions, have more discretionary spending power and have a higher quality experience. Their value to New Zealand's tourism industry is greater, so it makes sense to focus on growing this part of the market."

Tourism New Zealand will support approved PKP travel sellers through digital marketing partnerships; joint marketing collateral; the use of a special PKP logo in advertising or marketing, and priority listings for familiarisation visits to New Zealand.

"We are also developing PKP promotions with partner airlines servicing the China-New Zealand route, and exploring potential partnerships in areas such as special interest travel (e.g. golf or luxury tours)," says Tony.

"We believe the programme will result in more Chinese travellers choosing higher-quality packages offering more enjoyable experiences in New Zealand. That in turn will help cement our reputation as a desirable destination in a highly competitive market."

For more information on PKP and a list of the programme partners in New Zealand, see the PKP section on our corporate website here.