New Zealand’s tourism industry is buzzing with excitement as Chinese visitors flock to the country during China’s National Day holiday, affectionately known as ‘Golden Week.’ This week-long celebration, spanning from October 1st to 7th, is a prime time for travel, with millions of Chinese tourists seeking out unique international experiences. Among them is Dong Bing, who traveled to Auckland with her family from Beijing. “New Zealand offers a variety of natural landscapes that are very different from China,” Dong explained. Her family planned a 13-day tour across both the North and South Islands, eager to explore the country’s renowned beauty.
This holiday period has become a major economic driver for global tourism, and New Zealand is one of the countries reaping the benefits. Chinese tourists are increasingly spending more on local experiences such as glacier hikes, skydiving, and other adventure activities, according to Uncle Rong, head of Travel Together Ltd, a tour operator in New Zealand’s South Island. Gregg Wafelbakker, General Manager Asia for Tourism New Zealand, confirmed the strong influx of Chinese tourists during Golden Week. He highlighted October’s spring season as an ideal time to visit the country, noting that visitor arrivals could surpass 2023 levels. Wafelbakker also pointed out that 60 percent of Chinese tourists visit during off-peak seasons, particularly drawn to the scenic landscapes and cooler climates.
New Zealand’s local tourism industry has adapted to cater to Chinese visitors by offering Chinese-speaking guides and popular digital payment methods like Alipay and WeChat Pay. These accommodations make the country more accessible to tech-savvy travelers from China. As New Zealand continues to recover from the impact of the COVID-19 pandemic, the tourism sector is witnessing a robust return of international visitors. Tourism Minister Matt Doocey stated that the influx of visitors has significantly boosted hospitality services and tourism experiences, helping the industry regain its footing. “New Zealand’s tourism sector is well on its way to pre-pandemic levels,” Doocey said.
Lisa Li, Managing Director of China Travel Service in New Zealand, added that sustained marketing efforts, enhanced flight connectivity, and visa reforms have played a crucial role in attracting Chinese tourists back to the country. “Chinese tourists have always been a critical market for New Zealand, second only to Australian visitors pre-COVID,” she noted. From May to July 2024, visitor numbers grew even during New Zealand’s low season, indicating strong demand. However, Li pointed out that younger, independent travelers are now making up a larger proportion of tourists, with many opting for self-guided experiences such as hiking and skiing.
Tourism has become New Zealand’s second-largest export earner, contributing 3.7 percent to the country’s GDP. Though visitor numbers have not yet reached pre-pandemic levels, the growing trend of younger, more adventurous travelers is helping drive demand for outdoor and extreme sports activities. Nick Jiang, head of Hi Travel, a Christchurch-based tour company, mentioned that small groups of Chinese tourists, typically two to six people, are now more common. “I’ve noticed many young couples from cities like Shanghai and Sichuan in Queenstown,” Jiang said, adding that these tourists have been purchasing outdoor gear and equipment, further boosting local businesses.
Between May 2023 and May 2024, Chinese tourists contributed NZ$490 million to New Zealand’s economy, second only to Australian visitors. A total of 226,401 Chinese visitors arrived in New Zealand during this period, staying an average of 10 days. To ensure the safety of self-driving tourists, a special initiative was launched in collaboration with the Chinese Embassy, car rental companies, and local platforms. The initiative promotes road safety awareness among tourists driving in New Zealand during the Golden Week. With 61 million people in China considering a holiday in New Zealand, and 62 percent of them ranking it as their top destination, New Zealand’s tourism industry is poised for continued growth as it captures more of this lucrative market.
