TOP 10 Holiday Parks respond to changes in Chinese market

TOP 10 Holiday Parks respond to changes in the Chinese visitor market

TOP 10 Holiday Parks this week revealed new Chinese language content on their website. www.top10.co.nz. The Chinese language content aims to attract the growing Chinese visitor market and local Chinese domestic market.

According to Tourism New Zealand (TNZ) Chinese visitors are the second largest international visitor behind Australia. In the year ending June 2014, 240, 000 Chinese visitors came to New Zealand, up 8% on the previous year.

Despite this, owing to changes in Chinese travel laws around cheap shopping trips there has been a drop off of Chinese visitors travelling on organised group coach trips. The observed growth is a result of a rise in the numbers of visitors travelling independently of tour groups, (FITS).

This is good news for New Zealand hospitality and tourism operators who previously missed out on this slice of the Chinese market. David Ovendale, chief executive of TOP 10 Holiday Parks says a number of hospitality businesses will benefit from the changes including holiday parks.

“This change plays into the hands of holiday parks that would previously have had no chance of getting business from coach tours. Through the provision of an authentic Kiwi holiday experience, we stand a good chance of persuading some of these FIT travellers to visit the regions and stay in our parks. With a market the size of China’s, TOP 10 Holiday Parks only need to capture a micro-niche to move the needle,” says Mr. Ovendale.

Fergus Brown, CEO of the Holiday Accommodation Parks Association of New Zealand (HAPNZ) said, “Chinese visitor number are expected to double by 2019 so TOP 10 Holiday Parks’ new Chinese website content will make it easier for this growing number of visitors to find what they are looking for.”

The accommodation provider also observed that Chinese visitors who travel to New Zealand often do so in multi-generational family groupings. “These independent Chinese visitors often come as a family or in a small group following self-drive and campervan itineraries so for them having a variety of facilities at a holiday park is a good option,” says Mr Ovendale.

These travellers are savvy when it comes to shopping around online and TOP 10 Holiday Parks see the Chinese language content as an essential business tool.

The content was provided by BTM Marketing and Translation specialists. The company have also noticed a trend towards New Zealand hospitality sites offering a Chinese translation page.

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