Tourism New Zealand has launched its Premier Kiwi Partnership (PKP) programme targeting Chinese travellers who are likely to spend more time and money on visits to New Zealand.
Under the new programme, TNZ is working with 12 selected inbound tour operators and 18 China-based travel sellers to develop and market packages offering longer-stay, higher-quality itineraries in New Zealand.
Around 195,000 Chinese visited New Zealand in the year to November 2012, a 38% 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 travellers 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.
