NZ tourism sector stays on recovery track

New Zealand's pillar tourism sector is continuing a robust post-pandemic recovery, with the Chinese market playing a crucial role in driving growth amid global challenges.

Tourism New Zealand said the country is "tantalizingly close" to reaching its target of 3.7 million international arrivals by the end of this month, after doubling its growth rate from last year.

The agency described China as "an incredibly important market" for New Zealand, saying arrivals from China continue to rise. In the year to February, the Chinese market had recovered to 71 percent of 2019 levels, reflecting growing interest among Chinese travelers in visiting New Zealand.

Tourism and Hospitality Minister Louise Upston said the sector, New Zealand's second-largest export earner, contributes 7.7 percent of GDP and supports one in nine jobs nationwide.

The figures show why restoring international visitor numbers to pre-pandemic levels is critical to the government's economic growth goals, Upston said.

"Welcoming more visitors here means more full tables in our restaurants, more bookings for our local accommodation providers, more people visiting our regions and attractions, more jobs being created across the country, and an overall stronger economy," she said.

China is a key source of international visitors for New Zealand, and tourism is an important part of the bilateral relationship, "helping people connect, share culture and experience what each country offers", she added.

The government is working to expand the Chinese market "by investing in increased marketing, through my visit to China with a tourism delegation, and by making it quicker, easier and cheaper for Chinese visitors to travel here", Upston said.

The efforts are yielding results, she said, noting that the latest travel authorization pathway for eligible Chinese passport holders has brought more than 70,300 additional visitors as of May.

In the year to March, New Zealand welcomed 297,000 Chinese visitors, including 219,000 holidaymakers, representing a 31 percent increase from a year earlier, she said.

Since late last year, Chinese passport holders have been able to transit through Auckland International Airport using an Electronic Travel Authority without having to apply for a separate transit visa, complementing other measures aimed at facilitating travel from China.

Most Chinese visitors travel to New Zealand during the island nation's spring and summer seasons and stay for about nine days, Upston said.

Tourism New Zealand said it is deploying campaigns that "directly stimulate arrivals", including joint ventures with travel operators and social media platforms.

"Overall outbound travel from China is resilient, and we're seeing that travel is still a priority for Chinese consumers who are looking for authentic experiences, content-led inspiration and destinations they perceive as safe," said Angela Blair, general manager (international) at Tourism New Zealand.

Donna Wang, who runs a tour agency in Auckland, said inquiries from Chinese families about New Zealand attractions have risen significantly, driven by social media promotions on platforms such as Xiaohongshu, or RedNote.

"Children-friendly itineraries, such as those involving farm visits and outdoor activities, are particularly popular," she said.

Addressing challenges arising from global economic uncertainty, Upston said authorities are closely tracking inbound visitor arrivals.

"Given New Zealand is no longer in our peak summer arrival season, the impact on inbound tourism has been limited, and international arrivals and flight capacity remain steady," she said.

alexishooi@chinadaily.com.cn