Auckland is gearing up to seize opportunities created by the official bilateral 'China-New Zealand Year of Tourism' in 2019, which will further boost Auckland's second-largest inbound visitor market.
The agreement announced by the Chinese and New Zealand governments in February aims to drive independent, high-value tourism. It has great potential to fuel further sustainable growth, says Steve Armitage, General Manager Visitor & External Relations at Auckland Tourism, Events and Economic Development (ATEED).
In the year to March, more than 350,000 Chinese visitors came to Auckland, spending $90.8 million.
Travel visa duration increased
This week, an initiative announced at the same time as the 2019 focus comes into effect. It will increase the duration of New Zealand's multiple entrance travel visas for Chinese visitors to five years (from three). The government has also made it easier for Chinese applicants to pay online, and cleared the way for more Chinese airlines to fly here.
Steve Armitage says: "The two governments have created a positive framework towards 2019, and it's now over to Auckland's tourism sector to ensure we are ready to capitalise on the new opportunities."
Improving opportunities for China-focused tourism
Mr Armitage says ATEED is working with partners on a range of initiatives to better leverage the independent travel market in China.
"We're expanding our current programmes, and increasing the China-focused capability of Auckland's tourism operators."
He says China is already a major market for Auckland in industries such as high-value foods, screen production and international education, and a significant source of foreign investment to support the region's growth priorities.
"High-value tourists from China are also potential investors and business partners for Auckland companies, and often parents of students, so our programme will focus on showcasing all of Auckland's advantages."
Golf tournament a New Zealand first
ATEED is working with a number of partners to showcase Auckland to China's golf enthusiasts in the lead-up to Auckland hosting the LPGA tour McKayson New Zealand Open in September, at Ardmore's new Windross Farm Golf Course.
The tournament, with a purse of US$1.3 million, will be the first LPGA or PGA tour event in New Zealand and an unprecedented opportunity to showcase the region to golfers worldwide. ATEED is also showcasing high-end hotel investment opportunities across Auckland to Chinese developers and investors as part of the Government's 'Project Palace' initiative to solve the shortage of hotel rooms projected for at least the next decade in New Zealand.
