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Wellington’s first Chinese language tourism guide targets key growth market

May 29, 2014 Destination Global No Comments Email Email

New pamphlet recognises the growing economic importance of Chinese visitors to capital’s tourism industry.

A dedicated Wellington Visitor Guide for the China market has been released to ensure the capital is poised to harness increasing demand from New Zealand’s second largest source of international visitor arrivals.

Photo-PWT Chinese Language Brochure at Wellington i-SITEThe colourful pamphlet, written in Mandarin, highlights key visitor attractions and what’s on offer for visitors to the capital including retail, hospitality and cultural activities.

It’s hot off the press in time to be released during a mayoral delegation visit to the World Tourism Cities Federation Park in Beijing this week, where Wellington has a permanent display.

The guide will also be available from the Wellington i-SITE Visitor Centre.

Positively Wellington Tourism Chief Executive, David Perks, says the growing amount of money being pumped into the local economy by Chinese visitors shows it’s critical to target this market.

The latest Regional Tourism Indicators (RTIs) from the Ministry of Business Innovation and Employment show a leap in electronic card spending by Chinese visitors in the March quarter by more than 15 percent in the month of March and more than 31 percent in the quarter, compared with the same time last year.

“As a market Chinese travellers are quite different to our more traditional visitor markets, so it’s pivotal our industry recognises and delivers what they need to feel welcome and make the most of what Wellington has to offer, Mr Perks says.

“Providing a bespoke guide sends a message our city is focused on making them feel welcome, as well as making it easier for them to discover what they can see and do in the city.”

Wellington Mayor, Celia Wade-Brown, says targeting the Chinese market is increasingly important with tourism forecasts predicting Chinese arrivals to New Zealand will almost double in the next decade to 450,000 in 2017, up from 230,000 in 2013.

“Wellington must be ready to harness the huge potential for the city’s economy that growing Chinese visitor numbers will offer. This guide is already proving useful in Beijing. Our capital is showing we welcome Chinese students, visitors, and businesses.”

The guide also comes at a critical time for marketing wider New Zealand as a destination to the Chinese market, Mr Perks says.

“Positively Wellington Tourism is working alongside other tourism organisations and stakeholders to make sure the value of this country’s tourism industry grows in leaps and bounds.

“The creation of the Tourism 2025 framework and vision is bringing organisations together to reach the goal of $41 billion total tourism revenue in the next decade.

“The new Chinese language guide will help attract more visitors from one of the world’s key emerging markets, where there’s huge potential for growth.”

Positively Wellington Tourism is working with partners including Tourism New Zealand, Wellington City Council, Te Papa and Wellington International Airport Ltd to promote the capital as a must-see destination that gets included in Chinese visitor itineraries.

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