AUCKLAND—New Zealand’s tourism industry is experiencing a significant uptick as Chinese tourists flock to the country during China’s Golden Week holiday. With the easing of travel restrictions post-pandemic, New Zealand has become a preferred destination for many Chinese families seeking unique natural experiences and adventure activities.
According to Namibia Press Agency, Dong Bing from Beijing, along with her family, represents a growing trend of Chinese tourists opting for extended holidays in New Zealand. “New Zealand has a lot of unique natural scenery and many different places from China. We would like to have a special experience with our son,” Dong said, highlighting the country’s appeal during the autumn season, which coincides with China’s Golden Week.
Tourism New Zealand’s general manager for Asia, Gregg Wafelbakker, noted that the arrivals for Golden Week have been robust, potentially surpassing those in 2023. “October is spring in New Zealand, an excellent time to visit,” said Wafelbakker. He added that preliminary data suggests a strong recovery in tourist numbers with visitor arrivals in July reaching 92 percent of the 2019 levels.
The increase in independent, self-guided tourists has led to a decline in traditional travel agency bookings, as noted by Uncle Rong, a tour operator. Nonetheless, local businesses have adapted by offering services tailored to Chinese visitors, including Chinese-speaking guides and familiar payment options like Alipay and WeChat Pay.
Tourism Minister Matt Doocey highlighted the broader economic impact, stating, “New Zealand’s international tourism is continuing to recover from the impact of the COVID-19 pandemic, with a normalizing of tourism flows and strong spending increases in hospitality services and visitor experiences.”
Lisa Li, managing director of China Travel Service in New Zealand, emphasized the sustained marketing efforts and enhanced flight connectivity that have helped attract Chinese tourists. Between May 2023 and May 2024, Chinese tourists contributed 490 million NZ dollars to New Zealand’s economy, with an average stay of 10 days.
The increased presence of Chinese tourists is also noted in consumer behavior, with significant purchases in outdoor and ski equipment stores, particularly from younger tourists who prefer activities like hiking, skiing, and mountaineering. “I could hear many Sichuan- and Shanghai-accented young couples in the streets of Queenstown,” said Nick Jiang, head of Hi Travel, a tourist company based in Christchurch.