Chinese tourists rank NZ third equal in their top destinations

A rise in popularity among Chinese travellers has seen New Zealand rank as the third equal destination Chinese want to visit in the next 12 months behind Australia, Canada and tied with France.

Hotels.com engaged Ipsos to conduct interviews with 3047 Chinese residents, aged 18-58 years, who had travelled overseas in the past 12 months.

The subsequent report found Chinese overall have increased their travel by 3% in the last year and are spending 40% more on travel while Chinese millennials are spending 80% more (or 36% of their total income).

The report shows New Zealand particularly appeals to Chinese travellers’ "broadening sense of curious travel," with 80% of travellers visiting for leisure. The top cities visitors were keen to explore were Wellington (56%), Auckland (45%) and Queenstown (31%).

Hotels.com marketing manager David Spasovic says the "new generation" of Chinese travellers are keen to explore New Zealand’s natural beauty and landscapes, with natural attractions being the big pull. Franz Joseph Glacier, Maungawhau/Mount Eden Crater, Fox Glacier and Milford Sound were all named ‘must-see’ destinations for Chinese travellers.

“Chinese travellers love the country, and they love Kiwis. The Heart of the Long White Cloud campaign, launched in China by Tourism NZ, has allowed major Chinese influencers to showcase the country and its people while visa changes in mid-2017 allowing many entries over five years look to encourage repeat visits.”

Could Chinese visitors overtake Australians?
While the influx of Chinese travellers growing quickly, the number of Chinese arrivals is still a long way off Australians.

According to the Ministry of Innovation and Employment, Australia comprised 39% of arrivals or 1.47 million visits in the year ending February 2018. That was a 4% growth per year.

Chinese comprised 12%, or 436,000 arrivals, with 8% growth per year.

By 2023 China is expected to become New Zealand's largest tourism market by spend, reaching $4.3 billion (51% of total visitor spending).

MBIE forecasts the Australian market will contribute 1.8 million annual visitors to New Zealand by 2023, up 25% from 2016, or 3.2% each year.

Chinese visitors, on the other hand, are expected to reach 913,000 by 2023 (up 12.1% p.a.)