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China Market Review shows way forward for tourism

China Market Review shows way forward for tourism

The tourism industry wants to ensure Chinese visitors have a fantastic time in New Zealand and a new report provides a roadmap to support that aim, the Tourism Industry Association (TIA) says.

The China Market Review, released today, will help the tourism industry attract and cater for the rapidly growing Chinese market, TIA Chief Executive Martin Snedden says. TIA was a pivotal member of the expert advisory group which developed the Review.

China has quickly become New Zealand’s second largest visitor market after Australia, growing 38% to reach 208,700 visitors in the last year.

“New Zealand needs to better understand how to make the most of the opportunities available in the China market, learning how to provide them with the best possible experience in New Zealand,” Mr Snedden says.

“At present, most Chinese visitors add a few days in New Zealand to their Australian holiday. We want to encourage these travellers to treat New Zealand as a single destination and stay longer to explore the country more extensively.”

Mr Snedden is currently visiting China as part of Prime Minister John Key’s official delegation.

“This visit is a great opportunity to cement existing relationships and open up new opportunities,” he says.

Mr Snedden will return home in time to welcome 44 Chinese travel Buyers and four media delegates to TRENZ 2013, the New Zealand tourism industry’s biggest annual international showcase. TRENZ 2013 www.trenz.co.nz is being held on Auckland’s waterfront, 21-24 April.

The Chinese contingent is one of the largest national groups at TRENZ this year and they will be aiming to grow the number of visitors to New Zealand.

TRENZ is one of the ways TIA is supporting the tourism industry to grow the Chinese market, Mr Snedden says.

“We are working with government agencies and Tourism New Zealand to support our members’ efforts to grow this market and increase the yield.”

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