Aus­tralian Chi­nese tar­geted for tourism

Central Otago Mirror - - NEWS -

New Zealand’s tourism in­dus­try struck gold re­cently, with sev­eral Govern­ment-led ini­tia­tives po­ten­tially worth mil­lions of dol­lars to the econ­omy rolled out in one day.

With all this feel-good Govern­ment fund­ing you’d think an elec­tion was fast ap­proach­ing.

All jokes aside, the Govern­ment’s Tourism Growth Part­ner­ship pro­gramme has made $32 mil­lion avail­able over four years to sup­port in­no­va­tive projects that will cre­ate new op­por­tu­ni­ties in the tourism sec­tor, and will pro­vide up to 50 per cent of the re­quired fund­ing.

In the first round of fund­ing, the Govern­ment has given $4.49 mil­lion to projects.

Three of these in­clude the Can­ter­bury Tourism Part­ner­ship, Sky­line Grav­ity Park (Ro­torua) and, of par­tic­u­lar in­ter­est to this re­gion, China Travel Ser­vices NZ Ltd.

This col­lab­o­ra­tion be­tween the Govern­ment, which has made a $50,000 in­vest­ment, and New Zealand Maori Tourism, was a move that rep­re­sen­ta­tives hinted at dur­ing a re­cent visit to Queen­stown, cov­ered by the Mir­ror on July 30.

Aus­tralia was New Zealand’s largest vis­i­tor mar­ket and there was un­tapped po­ten­tial for a sig­nif­i­cant new mar­ket, our trans-Tas­man neigh­bour’s 1.2 mil­lion Chi­nese res­i­dents.

Aus­tralian Chi­nese were seen as per­fect vis­i­tors to New Zealand ‘‘be­cause they have higher ed­u­ca­tions and in­comes than the av­er­age Aus­tralian, and are likely to have de­vel­oped English skills’’.

The co-part­ner­ship aimed to cre­ate a pro­mo­tional cam­paign to at­tract this mar­ket, along with their vis­it­ing friends and fam­ily, em­pha­sis­ing New Zealand land­scapes, Maori cul­ture, our food and wines, while con­nect­ing Maori and Chi­nese through their sim­i­lar cul­tural val­ues. The Govern­ment ex­pected a $6 mil­lion re­turn on its $50,000 in­vest­ment by 2017.

The Auck­land In­ter­na­tional Air­port Ltd Food and Wine Clus­ter project also tar­geted Chi­nese, but from Quang­dong in China.

Other part­ner­ships in­cluded Orange Pro­duc­tions Ltd, Bach­care Lim­ited, Se­lect Evo­lu­tion New Zealand Lim­ited (a Christchurch Ad­ven­ture Park) and, also of close rel­e­vance to Queen­stown Lakes and the south, NZSki Lim­ited.

This vir­tual plat­form tar­geted Aus­tralian vis­i­tors, re­ceiv­ing an in­vest­ment of $450,000 in June, and was ex­pected to reap a $196 mil­lion re­turn in 2015-16.

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