This Content Is Only For Subscribers
Tourism New Zealand says a campaign featuring Chinese actor Li Xian has helped boost awareness of New Zealand in the China market, as visitor numbers continue to recover.
The tourism agency says the partnership generated more than 500 million impressions and drove 127 per cent growth in searches for New Zealand travel guides on Rednote.
The activity formed part of a wider China strategy that also included campaigns with travel platforms Fliggy and Ctrip, alongside Lunar New Year travel demand.
Arrivals up strongly
Tourism New Zealand says the latest data shows arrivals from China in January and February 2026 were up 56 per cent compared with the same period last year.
The organisation says China’s overall recovery reached 71 per cent of 2019 arrival levels in the year to February 2026.
That signals renewed interest in New Zealand as the country works toward wider international tourism recovery.
Focus on year-round growth
Tourism New Zealand general manager international Angela Blair says outbound demand from China remains resilient.
“Overall outbound travel from China is resilient, and we’re seeing that travel is still a priority for Chinese consumers who are looking for authentic experiences, content-led inspiration and destinations they perceive as safe.”
Angela says Tourism New Zealand has been working with Rednote to test new ways of reaching Chinese travellers.
“It’s an innovative platform to work with in a market that’s constantly evolving, and we’ll continue this work to meet our audience where they are, encourage bookings and grow arrivals from China.”
More activity planned
Tourism New Zealand says campaign activity with Li Xian on Fliggy and Ctrip was timed to build destination preference ahead of China’s Double 11 retail period.
Upcoming activity includes a family-focused campaign promoting child-friendly itineraries and conversion offers through Rednote.
