CHINA

Key market insights

• China is New Zealand’s third-largest visitor market, with 297,000 arrivals last year. Holiday travel dominates (74%), while
  visiting friends and relatives accounts for a smaller share (12%). Arrivals are strongly concentrated in summer (39%),
  reflecting a more seasonal travel pattern than many other markets
• 61% of arrivals are during off-peak seasons with spring the most popular
• The average length of stay was 9 days
• Chinese holiday travel is characterised by broad geographic exploration. 82% visit the South Island and 61% visiting the North Island,
  with 43% travelling to both.
• Chinese visitors spent NZ$1.5 billion in New Zealand last year, including NZ$1.1 billion from holiday travel. Average spend
  exceeds NZ$5,500 per trip
• An estimated 73 million Chinese travellers qualify as Active Considerers, with two-thirds (66%) ranking New Zealand as their
  preferred destination. Interest extends beyond summer, with 85% willing to travel during off-peak seasons
• Chinese Active Considerers are primarily motivated by opportunities to connect with nature, relax and refresh,
  experience beautiful scenery, and enjoy local food and beverage experiences