About This Site

This website is owned and maintained by Tourism New Zealand, a Crown Entity funded by the New Zealand Government.

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 2016 to 2020 to around 921,000 visitors spending more than $5.3 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.

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), Tourism Industry Aotearoa (TIA), as well as other tourism sector associations and private sector organisations.

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Tourism New Zealand endeavours to keep the content on this website as up to date and accurate as possible. However, we do not expressly or implicitly warrant the accuracy, reliability, currency or fitness for purpose of any published content.

Certain content within this website is anecdotal and gives an overview of market conditions at time of writing. Tourism New Zealand disclaims liability for any action taken on the basis of content available on this website, which is intended to supplement but not replace professional business consultancy services.

Content is subject to change.