MBIE seeks proposals for research on China visitor market

22 May 2015

MBIE seeks proposals for research on China visitor market

The Ministry of Business, Innovation and Employment is asking for proposals from businesses and organisations with an interest in helping New Zealand’s tourism sector develop a deeper understanding of the needs and preferences of Chinese visitors.

”Officials have consulted widely with the tourism sector in order to find out what would be of most benefit to individual operators seeking to realise greater value from the China market,” says Lisa Barrett, the Ministry’s General Manager of Tourism, Sectors, Regions and Cities.

“Many stakeholders identified a need for more in-depth insight about independent Chinese travellers. We’ve listened to that feedback and are now seeking proposals from companies and organisations interested in undertaking research and then communicating this in practical ways that will help operators apply the findings to their own operations.”

The Request for Proposal information is available at www.gets.govt.nz. Submissions will close in early June.

“It is no secret that there has been phenomenal growth in the number of Chinese visitors to New Zealand in recent years,” says Ms Barrett.

“The Government has already taken a number of steps to help tourism operators derive greater value from these visitors, and the latest data shows we’re making encouraging progress.”

“In the year to December 2014, total expenditure by Chinese visitors grew by 50 per cent to top $1 billion for the first time, while the average spend per visitor rose by 29 per cent to $4,100. Meanwhile, the latest data shows New Zealand hosted over 295,000 Chinese visitors in the year to March 2015, up 23 per cent on the previous year.”

A major factor underlying the strong growth is the increase in the number of Chinese visitors travelling independently in New Zealand, rather than in large guided tours. Independent travellers often stay longer, travel further and spend more while here.

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