Why a China Toolkit?

This toolkit is designed to inform your business about the Chinese visitor market and enable you to provide the best possible experience to our Chinese visitors. It is all about helping the visitor sector to develop and deliver experiences that Chinese visitors value and enjoy.

For the last few years China has been our fastest growing visitor market and current predictions are for Chinese visitor numbers to more than double from 2017 to 2023 to around 913,000 visitors spending more than $4.3 billion annually.

This growth presents fantastic opportunities along with significant challenges, all of which must be addressed if we are to deliver the products and services that are valued by Chinese visitors, in ways that allow our businesses to grow and prosper.

This toolkit will make this task easier.


Tourism New Zealand Insights team presents facts and data in graphic form, showing the demographics and behaviour of Chinese travellers to New Zealand. It was produced in April 2018.

Industry and Government Partnership

This project began with the China Market Review, released by the Prime Minister and Minister of Tourism Rt Hon. John Key during his visit to China in April 2013.

The China Market Review was undertaken by the Ministry of Business Innovation and Employment (MBIE) from July 2012 with a joint industry/government expert advisory group.

Included in the Review was a recommendation to develop a toolkit to accelerate the ability of New Zealand businesses and destinations to raise their service levels for the Chinese visitor market.

Development of the toolkit has been funded by MBIE and is led and administered by Tourism New Zealand. The toolkit project has also been supported by NZ Trade & Enterprise (NZTE), and Tourism Industry Aotearoa (TIA), as well as other tourism sector associations and private sector organisations.

Featured Content

The 2019 China-New Zealand Year of Tourism initiative was announced during an official visit from Chinese Premier Li Keqiang in March 2017.

China is New Zealand’s second biggest visitor market and tourism is a driver of economic growth and cultural understanding for both our countries. The Year of Tourism offers opportunities to foster new relationships and strengthen current ones.

The year is sponsored by both the New Zealand and Chinese governments and involves a range of events and initiatives in both countries.