New Zealand ready to welcome Chinese tourists

New Zealand has everything a Chinese traveler could want: dramatic landscapes, clean nature, Maori culture, excellent wine, and world-class adventure sports. Before the pandemic, Chinese tourists spent approximately NZ$1.7 billion in New Zealand in 2019. Recovery is underway: 59,343 Chinese visitors arrived between July 2022 and June 2023, with numbers climbing sharply through 2024. Tourism New Zealand has set clear ambitions to rebuild this market, and the opportunity is real for operators who prepare properly.

What Chinese tourists love about New Zealand

1. Hobbiton Movie Set: A Xiaohongshu content goldmine. Chinese fans of the Lord of the Rings films travel specifically to walk through the Shire and photograph every hobbit hole. It is one of the most-tagged New Zealand experiences on Chinese social media.
2. Waitomo Glowworm Caves: Unique, photogenic, and genuinely unlike anything available in China. Chinese tourists consistently rate this as a top New Zealand highlight in travel reviews.
3. Milford Sound: Dramatic fjord scenery that photographs beautifully and generates strong Douyin and Xiaohongshu content. Cruises on Milford Sound are a standard itinerary item for group and independent Chinese travelers.
4. Queenstown adventure sports: Bungee jumping, skydiving, jet boating. Younger Chinese travelers specifically seek out Queenstown for its concentration of adrenaline experiences unavailable at home.
5. Marlborough wine region: Wine consumption in China has grown significantly. Chinese tourists with higher incomes are keen to visit wine regions and taste sauvignon blanc at source. This is a genuine draw for the South Island.
6. Maori cultural tours: Cultural curiosity is rising among Chinese travelers. Maori culture, haka performances, and traditional cooking experiences offer a distinct cultural experience that resonates with Chinese travelers interested in indigenous heritage.
7. Geothermal parks of Rotorua: Hot springs and geysers align well with Chinese wellness travel trends. Many Chinese travelers are familiar with hot spring culture, and Rotorua’s geothermal landscape feels both exotic and accessible.
8. Whale watching in Kaikoura: Wildlife experiences, especially rare or iconic animals, draw strong interest from Chinese tourists who document them extensively on social media.

Key data on Chinese visitors to New Zealand

• 59,343 Chinese arrivals between July 2022 and June 2023, with the trend rising through 2024
• Chinese tourists spent approximately NZ$1.7 billion in 2019 and the market is recovering toward that level
• 39% of Chinese visitors stay 8-14 days. This is longer than most other nationalities.
• 59% of Chinese visits occur in autumn. The main origin cities are Shanghai, Guangdong, and Beijing.
• Top activities: local food, coastal exploration, wine tasting, nature reserves, and cultural sites

Source: Xinhua News Agency, reporting on New Zealand-China tourism recovery data and bilateral tourism promotion agreements signed in 2023-2024.

Source: Mafengwo.cn 2024 long-haul destination data shows New Zealand ranked in the top 10 most-searched Southern Hemisphere destinations for Chinese travelers, with Queenstown and Hobbiton as the two most-tagged specific sites.

10 things New Zealand travel professionals need to know

1. Mandarin matters: Mandarin-speaking guides and customer service staff are expected, not optional. Even basic phrases show genuine effort and generate significantly better reviews.
2. Mobile payment is standard: Accept Alipay and WeChat Pay at every point of sale. Chinese tourists rarely carry foreign cash.
3. Xiaohongshu is where trust gets built: Encourage every Chinese guest to post their experience on RED. A well-reviewed property on Xiaohongshu brings organic discovery that no paid ad can match.
4. Douyin drives discovery: Short videos of Milford Sound, Queenstown bungee jumps, or glowworm caves regularly go viral on Douyin. Even a simple smartphone video with Chinese captions can generate real inquiry spikes.
5. List on Ctrip and Fliggy: These are the platforms where Chinese travelers book accommodation and tours. If you are not listed with complete Mandarin content, you are not in the running.
6. WeChat for communication and loyalty: Chinese travelers prefer communicating via WeChat before, during, and after their trip. A WeChat business account makes you reachable in their preferred channel.
7. Food options for longer stays: Chinese tourists staying 8-14 days appreciate having Chinese food options available, especially older travelers. Even a congee breakfast or instant noodles in the minibar signals you have thought about their comfort.
8. Customize group and independent packages: Younger travelers want flexibility. Older or first-time visitors to New Zealand often prefer the structure of a guided group tour. Both audiences are valuable. Serve both.
9. Visa clarity matters: Provide clear information on New Zealand’s visa process in Mandarin. Removing uncertainty at the planning stage increases conversion.
10. Baidu SEO: Chinese travelers research on Baidu. A Mandarin-language page on your website, optimized for relevant search terms, gets you found during the research phase before travelers open Ctrip.

Why Your Chinese Digital Presence Matters

New Zealand tourism operators who build real Chinese digital presence now will be first in line when Chinese outbound travel fully rebounds. Here is what the presence looks like:

• Chinese website with ICP license: A site hosted on Alibaba Cloud or Tencent Cloud loads fast in China and signals professional commitment to this market.
• Douyin: The main discovery channel. Nature and adventure content from New Zealand performs exceptionally well with Chinese audiences.
• Xiaohongshu (XHS/RED): Trust-building platform. Real reviews from real Chinese guests are your most valuable marketing asset in this market.
• Baidu SEO and PPC: Appear when Chinese travelers search for New Zealand holidays, nature tours, or adventure activities on China’s dominant search engine.
• WeChat: Direct communication and loyalty. Keep past guests engaged and drive referrals through WeChat.

Our team helps New Zealand tourism businesses build this kind of presence: our services, Xiaohongshu marketing, Douyin marketing.

FAQ

How many Chinese tourists visit New Zealand each year?

In 2019, China was New Zealand’s second-largest international tourism market with approximately NZ$1.7 billion in visitor spend. Recovery post-pandemic is progressing: 59,343 Chinese visitors arrived between July 2022 and June 2023, with the trend rising consistently through 2024. The full recovery to pre-pandemic levels is expected by 2026 as air capacity expands and bilateral tourism promotion efforts build momentum. This is a long-stay, high-spend market that rewards operators who invest in it early.

What do Chinese tourists spend money on in New Zealand?

Chinese visitors to New Zealand spend significantly on accommodation, guided tours, adventure activities, and wine experiences. Shopping for local products, especially New Zealand wool, Manuka honey, and premium skincare brands, is also common. Given the average stay of 8-14 days, total per-visitor spend is high compared to shorter-stay markets. Chinese tourists who come to New Zealand tend to be experienced international travelers with above-average disposable income.

Which platforms should New Zealand operators use to reach Chinese tourists?

Douyin for discovery, Xiaohongshu for trust and reviews, Ctrip and Fliggy for bookings, WeChat for communication, and Baidu for search visibility. Instagram and TripAdvisor are largely irrelevant for the Chinese market. If you focus your digital marketing effort on these five platforms and maintain Mandarin content throughout, you will see meaningful results within three to six months of consistent effort.

What is the best way to attract Chinese tourists to a small New Zealand tourism business?

Start with Xiaohongshu. Create a profile, upload real photos of your experience, and ask every Chinese guest to leave a review. This costs nothing except time, and the compounding effect of genuine reviews on Xiaohongshu is powerful. Then list on Ctrip with complete Mandarin content. Accept Alipay and WeChat Pay. And if budget allows, run a short influencer campaign with a Chinese travel KOL who specializes in Southern Hemisphere destinations. Our team at Chinese Tourist Agency helps businesses like yours build this step by step.

New Zealand is ready. Are you?

Chinese outbound tourism is recovering fast and New Zealand has exactly what this market wants: pristine nature, unique experiences, excellent food and wine, and genuine cultural richness. The operators who build their Chinese digital presence now will be the ones filling their tours, hotels, and wine tastings in 2026. Visit our services page to start building your China strategy today.

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Marcus Zhan is a digital strategist at CTA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.