The potential of the Chinese market for New Zealand tourism: Chinese tourists and Chinese heritage in New Zealand

Abstract

China has experienced dramatic developments in its economy since 1978, when the government changed its policy to focus on economic restructuring. The increase in average income and less restrictive tourism policy have enabled Chinese citizens to travel both domestically and outside of the country. Chinese people have a desire to travel to other countries, and overseas travelling has become a popular trend. For example, a study by American Express of 1,200 rich Chinese people in eight major cities from August to September of 2005 found that over 60 percent of the interviewees dreamed of travelling overseas (Chinanews.cn, 2006). In this context, China is rising rapidly as a new major source of outbound tourists in the world (GOv.cn, 2005). In 1998, a significant number of Chinese visitors (13,119) came to New Zealand; since then the number has increased dramatically, jumping to 84,731 visitors in 2005 (TRCNZ, 2005). Data shows China is already the sixth biggest market for New Zealand and it is expected to continue to grow. As a market with a great potential it is felt that the potential of the Chinese market to the New Zealand tourism industry should be paid more attention. To this end, this report is going to review Chinese culture, the current situation of Chinese outbound tourism and its significance to New Zealand, visitors' behaviour and characteristics, New Zealand's objectives of developing the Chinese market, and Chinese tourists and Chinese heritage in New Zealand. It will conclude by suggesting some further avenues of investigation.