Tourism tip: target China's super-rich

Relevant offersTourism operators and airlines are mounting campaigns to attract super-wealthy Chinese, Trenz delegates were told yesterday.

Airline representatives and a public relations agency official said the independent Chinese traveller market was the largest opportunity for the New Zealand tourism industry in years.

China Elite Focus chief executive officer Pierre Gervois was hired by Auckland Airport to run an advertising campaign in China to promote New Zealand as a top destination. The China-based agency promotes luxury tourism for a new generation of young, wealthy Chinese.

"The arrival of new affluent Chinese tourists, it's not something that's minor. It's a massive change," he said.

The average spend by a Chinese tourist in New Zealand was $3200 but there was a new generation of rich, travel-hungry socialites.

Wealthy Chinese were interested in travelling to improve their social status, which meant a change from tour groups to independent travellers.

This demographic – at least 960,000 people in China are worth more than $2 million each – wanted freedom of choice, entertainment, luxury shopping and high-end products, he said.

"They want to gamble, they want to show off, they want to be invited to social events."

Many of the attractions for Chinese super-rich are in Queenstown – casinos, golf, wine tourism, boating, luxury shopping and scenic wedding venues.

Auckland Airport aeronautical business development general manager Glenn Wedlock said the airport was continuing to invest in attracting high-value customers.

The airport embarked on an advertising campaign this year, working with Chinese counterparts on television ads, in-flight magazines and airport billboards.

The campaign, which included Queenstown imagery, extended from the major southern hubs to regional cities.

Mr Wedlock said the airport stuck deals that meant an extra 1.5million seats on Auckland routes within the next year.

Asia, Africa and the Middle East were developing markets, while the European market declined.