Tourists enjoy themselves in Wanaka, New Zealand, on Sept. 29, 2023. (Xinhua/Guo Lei)
New Zealand and China are expected to see a surge in tourism exchanges as changing travel preferences and increased cooperation show a promising future for both countries’ tourism industries.
WELLINGTON, June 8 (Xinhua) — As the world gradually recovers from the pandemic, the tourism industry is set to undergo major transformation. The future of tourism exchanges between New Zealand and China is promising, with both countries adapting to evolving travel trends and exploring new opportunities for cooperation.
The growing and changing Chinese market
Professor Chris Ryan, from Waikato University’s School of Business and Marketing, is optimistic about the future of the Chinese market for New Zealand’s tourism industry.
He believes increased air traffic between the two countries and a campaign to promote New Zealand as an off-season destination will help attract Chinese tourists.
A man jogs along a lake in Queenstown, New Zealand, Sept. 28, 2023. (Xinhua/Guo Lei)
Greg Wafelbacher, general manager of Asia for Tourism New Zealand, noted the change in travel preferences of Chinese tourists since the pandemic.
“(Chinese) tourists want more immersive travel, more unique destinations and to create more lasting memories,” Wafelbacher said.
Before the pandemic, China was New Zealand’s second-largest tourist market after Australia, and Mr Wafelbacher said it remained a vital tourist market for New Zealand, with more than 200,000 tourists arriving in the past 12 months.
“We see the growth from China definitely continuing. We’re seeing it month by month. The growth is continuing,” Wafelbacher said.
Due to an increase in flights between New Zealand and China, airfares have recently been significantly cheaper than they were six months ago, and New Zealand is typically ranked in the top five destinations that Chinese travelers want to visit.
A woman walks by a lake in Queenstown, New Zealand, Sept. 28, 2023. (Xinhua/Guo Lei)
Additionally, Ryan said it had been observed that Chinese tourists visiting New Zealand were well-educated and had above-average incomes, making them the target demographic New Zealand wanted to attract.
As a result, Chinese tourists are exploring less-visited parts of New Zealand, taking road trips that stop off in smaller towns and lesser-known areas. Cultural activities, such as visiting popular sites featured in famous films and experiencing traditional Maori culture, as well as adventurous activities such as camping, hiking and cycling are also becoming popular.
Local tourism operator Huang Sihui echoed the trend, pointing out that Hobbiton, the tourist destination used for filming the “Lord of the Rings” and “Hobbit” trilogies, is the most popular destination among her clients. Horse riding in Queenstown, hiking the Mount Cook Glacier, touring Dunedin’s castle and even hunting are also becoming increasingly popular among Chinese tourists, Huang said.
A photo taken on June 14, 2020, shows a person walking along a footpath in Eastbourne, a suburb of Wellington, New Zealand. (Xinhua/Guo Lei)
Another unique trend, Wafelbacher said, was the growing popularity of study trips during the Chinese school summer holidays, offering both children and parents an opportunity to explore New Zealand.
Huang’s company is also exploring opportunities in educational tours, which have become a growing business for the company. “Education tours overlap with our slow season. We started promoting educational tours last year and have seen positive reactions,” Huang said.
As more and more Chinese tourists use social media platforms to plan their trips, with user-generated content and recommendations playing a key role, tourism service providers in New Zealand are also catching up with this new trend and taking advantage of these new platforms to promote their products.
Tourism New Zealand recently launched a social media campaign in collaboration with its social media partners, “Escape the Heat to New Zealand”, promoting New Zealand as a refreshing summer holiday destination.
Wafelbacher said the “Slow Travel” campaign, in partnership with Xiaohongshu, a Chinese social media platform, focuses on off-peak travel trends.
Huang’s company is working on marketing projects with influencers, aiming to attract more Chinese tourists. “Usually, customers come to us through word of mouth. But to diversify, we are now also trying marketing campaigns through different platforms and channels,” he said.
This photo was taken on Sept. 30, 2023, showing Lake Wakatipu in Queenstown, New Zealand. (Xinhua/Guo Lei)
Avid New Zealand traveller
Meanwhile, with flights between the two countries resuming and new route options available, New Zealand tourists are increasingly interested in experiencing and exploring China in greater depth.
Lisa Lee, managing director of New Zealand-based China Travel Services, has just led a group of New Zealand travel agents to China to promote China to Kiwi tourists.
“People are impressed with the amenities and cultural immersion experiences that many destinations have to offer, with affordable airfares, Chinese food and cultural immersion experiences seen as attractive to New Zealand travellers,” Mr Lee said.
During their stay in China, Li’s group was surprised at how convenient it was to make payments through digital platforms.
This photo was taken on Sept. 30, 2023, showing Lake Wakatipu in Queenstown, New Zealand. (Xinhua/Guo Lei)
“People previously found it a hassle to make payments but now they find it easy to use their credit card on digital platforms such as Alipay and WeChat. It’s hassle-free and very convenient. This gives peace of mind to many New Zealand travellers,” Mr Lee said.
Ryan also highlighted the possibility of more New Zealanders visiting China, citing growing interest in China among New Zealanders and rising demand for business trips there, and suggested that a visa waiver agreement between the two countries would facilitate travel from New Zealand to China.
“The benefits of tourism exchanges between the two countries extend beyond the tourism industry, to education and trade as well,” the professor said.
“It’s all about getting to know each other and building personal relationships that will lead to further connections, whether that be business or cultural exchange. It all starts with a friendly encounter, from which many benefits can be derived.”
