Media release

19 April 2012

Mayor supports Auckland luxury tourism strategy for China

Auckland Tourism, Events and Economic Development (ATEED) and Auckland Airport have agreed on a new and very focused strategy for growing the important China visitor market.

The strategy is based around targeting high yielding business and first class passengers and selling premium experiences and accommodation on arrival in Auckland.

Auckland Mayor Len Brown has announced a new marketing partnership between ATEED and Auckland Airport in Guangzhou as part of the Mayor’s trade mission to five Chinese cities.

The partnership sees ATEED and Auckland Airport combine to establish a $200,000 luxury marketing fund for growing the Chinese visitor market.

"This mayoral trade mission is focused on business outcomes and the new initiative will generate high yielding Chinese visitors who will not only stay longer and do more, but will influence their peers to come as well,” says Mayor Len Brown.

The Mayor is also attending an exclusive event in Shanghai today hosted by ATEED, Auckland Airport, Air New Zealand and SkyCity for 60 multi-millionaire business people from the exclusive Shanghai Travellers Club.

ATEED Manager Tourism Jason Hill says Auckland is investing strongly in attracting more high yielding Chinese visitors to Auckland.

“It is vital we work as an industry to maximise the potential of this fast growing visitor market. This China delegation and luxury marketing fund will bode well for raising awareness of Auckland’s premium tourism offering and mix of sophisticated urban and natural experiences,” says Mr Hill.

Auckland’s China trade mission coincides with an announcement this week by the Ministry of Transport of a new air services arrangement with China that triples the amount of passenger flights that may be operated between the two countries.

“This is great news and means that initiatives such as this marketing fund have more room to grow – now it is up to the industry to take advantage of the opportunity,” says Mr Hill.

Auckland Airport CEO Simon Moutter adds that this initiative is part of Auckland Airport’s programme to develop premium travel markets.

“We are absolutely committed to capturing the lucrative Chinese travel market. It is important we jointly, as an industry, grab the opportunity to develop New Zealand as a premium brand to that market. The rapidly growing number of affluent Chinese tourists represents a massive economic opportunity for Auckland. They are now spending on average $300 per night, more than European, North American and other Asian tourists. Chinese holiday stay in New Zealand has now grown to an average of 6.1 nights per visitor. We expect this to grow as the Chinese become more confident travellers,” says Mr Moutter.

“Global tourism trends now indicate there are an increasing number of travellers from both traditional and emerging markets, who are high net-worth, have high-spending patterns and are prepared to pay premium prices for a high quality, unique tourism experience or product. This fits perfectly with Auckland's quality tourism proposition.”

“Our new partnership announced today with ATEED will focus on working together to increase the value of tourism from this key market. It’s a very competitive market globally, and Auckland and New Zealand has to put its best foot forward in order to get its share of the action,” adds Mr Moutter.

The New Zealand Government also has its eye on China – Immigration New Zealand has made major improvements to immigration processes, Tourism New Zealand has increased its marketing efforts in China, and New Zealand Trade & Enterprise has launched a major China strategy to support the free trade agreement.

China is one of Auckland’s key visitor markets, with 134,444 visitors to December 2011. It is Auckland’s fastest growing market, with visitor numbers up 19 per cent on the previous year.

Ends

Notes to editors:

ATEED was established by the Auckland Council to improve New Zealand’s economic prosperity by helping lead the successful transformation of Auckland’s economy.

Auckland Airport has been voted the best airport in the Australia Pacific region for the third year running, and has improved its top 10 placing in the best airports in the world over this time – moving from 10th to 9th to 8th place.

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