Chinese Visitor Insight online tools available

On: 2 September 2016

Webinars and online modules are now available to help tourism operators meet the needs and preferences of the increasing number of independent Chinese travellers, covering topics such as product development, social media and accommodation.

The web resources reflect research conducted for the China Visitor Insight programme, commissioned by the Ministry of Business, Innovation and Employment (MBIE) last year, and are based on a series of successful workshops held around the country, says General Manager Tourism, Sectors, Regions and Cities Lisa Barrett.

“China is the second largest, and fastest growing, source market for visitors to New Zealand,” Ms Barrett says.

“MBIE’s forecasts predict international visitor expenditure will increase to $16 billion by 2022. With over $5 billion of that expenditure expected to come from Chinese visitors, we’re sharing our insights with the tourism sector in order for them to best meet the needs of Chinese travellers and provide quality experiences.

“The programme focusses on visitors from China who travel independently, rather than in tour groups. Independent travellers often stay longer, travel further, and spend more while they’re here. It’s therefore incredibly important that New Zealand businesses and regions are able to respond to the growing demand and optimise their marketing and product offers for these high-value visitors.”

New Zealand-based research organisation Forward Insight and Strategy conducted the China Visitor Insight research and workshops, and has created the online resources.

“Forward Insight and Strategy developed recommendations on how New Zealand businesses can apply the findings in the China Visitor Insight report to realise greater value from the Chinese visitor market,” Ms Barrett says.

“The regional workshops held earlier this year had over 1000 attendees and received a great deal of positive feedback. We strongly encourage tourism operators to take the time to view the webinars and try out the modules. This includes operators who attended the workshops, as there is fresh information in the online resources.

“Some of the findings are also helpful for businesses that are catering to visitors from other growth and emerging markets.”

The programme is part of the Government’s tourism strategy which focuses on helping the tourism sector reap the benefits of growth in the industry.

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