Huge increase in Chinese travellers forecast

Media release – 12 September 2013

Huge increase in Chinese travellers forecast

The world’s leading independent research institute on Chinese international travel is forecasting Chinese visitor numbers to New Zealand could easily increase by a massive 46% in the next year to 330,000 visitors annually.

The China Outbound Tourism Research Institute (COTRI) also says Chinese consumption habits are changing with more tourists wanting to travel independently rather than on tours, and a shift from sightseeing to activity based holidays.

The findings are just some of the in-depth future forecasting found in COTRI’s first China Outbound Market Intelligence Publication (C.O.M.I). COTRI’s New Zealand representative, Zane Smith from Vation Ltd Marketing Solutions, says the predictions are good news for the New Zealand tourism industry.

“COTRI’s future forecasting provides valuable analysis identifying market trends in China and giving an insight into new opportunities. New Zealand tourism operators need to be ready when the predicted increase in Chinese preferring self-organised travels compared to package tours comes about,” he says.

In the 12 months from July 2013 COTRI says the Chinese are expected to spend USD129 billion on international travel. This 17% increase comes after a recent proclamation from Chinese President Xi Jinping’s that outbound tourism is a way to promote friendship and partnership between China and the world.

COTRI Director Prof Dr Wolfgang Georg Arlt says the main increase in travellers come from a new generation of young wealthy Chinese, born in the 1980’s and 90’s who have only ever known economic progress.

“The fast-learning younger nouveau riche are not so "nouveau" any more and for some segments of the market more bragging power for luxury consumption can come from climbing a mountain in New Zealand themselves than being driven around by a chauffeur in Paris,” he says.

Zane Smith says New Zealand is being widely discussed in Chinese social media and these young wealthy Chinese want quality tourism products and service.

“Activities such as heli-skiing, bungee jumping, and zorbing are recommended via social media as the must–try activities in New Zealand and this is a change from previous Chinese travellers who have preferred pre-arranged tour packages,” says Mr Smith.

“The challenge for New Zealand is to have the infrastructure in place to handle the growth, we need people on the ground who understand the Chinese market and product and service development and training is the key to this. If we do not have the systems in place to handle the growth we could cause damage to our good name for service. Which with the Chinese penchant for social media can happen very fast,” he says.

ENDS

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