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Tourism New Zealand has launched a new brand ambassador campaign featuring Chinese film star Li Xian to support visitor growth from New Zealand’s third-largest tourism market.
The partnership supports Tourism New Zealand’s goal to grow total visitor arrivals to 3.9 million by the end of 2026. Li Xian’s journey forms part of the 100% Pure New Zealand brand campaign, tailored to engage Chinese audiences.
In the year to August 2025, nearly 250,000 Chinese travellers visited New Zealand — around 60 per cent of pre-pandemic levels. With air capacity now restored to 91 per cent of previous capacity, Tourism New Zealand chief executive René de Monchy says the market is well-positioned for continued growth.
“The Chinese travel market has changed rapidly, with visitors now tending to be younger and more independent in their travel preferences,” René says.
“Recognising this shift, we engaged Li Xian, a renowned Chinese actor and celebrity, to front the #NowinNewZealand campaign.
“Li Xian’s considerable influence — spanning millions of followers across Weibo, Douyin, RED, and Instagram — will help showcase the unique appeal of a New Zealand holiday to a wide audience.”
The campaign will include a series of short ‘vlog’ episodes and partnerships with leading Chinese social media and travel platforms. It will showcase cultural connections, landscapes, and experiences that resonate with younger, independent travellers.
Tourism New Zealand’s partnership with Li Xian will run for one year and is timed to align with major shopping festivals such as Double 11 and Double 12, as well as the Lunar New Year travel season. The campaign will encourage audiences to plan and book New Zealand holidays inspired by Li Xian’s content.
