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25 Jul 2014
A new Chinese version of WellingtonNZ.com has gone live as part of Positively Wellington Tourism’s efforts to drive further growth out of the country’s second largest visitor market.
The translation of key content focused on helping Chinese residents decide where to holiday, study or hold business events has been a partnership between the Destination Wellington programme and PWT’s tourism trade activity.
The development will help the region build its share of what is now an $869 million visitor market for New Zealand, says Positively Wellington Tourism Chief Executive David Perks.
“Positively Wellington Tourism, and the businesses it helps promote, need to be China-ready to make the most of opportunities for growth,” he says.
“Chinese visitors are already increasingly contributing to Wellington’s economy, with electronic card spending in the region increasing by 25 percent in the past quarter, compared to the same time last year.”
The aim of the translated website is to help ensure more of the almost 240,000 Chinese who arrive in New Zealand each year visit the capital during their stay.
It’s the perfect time to target Chinese visitors, with new legislation introduced in 2013 driving an increase in independent travellers and stay days, Mr Perks says.
“Prior to the law change, the China market was predominantly about highly restrictive shopping tours to Auckland and Rotorua. Implementation of the China Travel Law has really opened up the game, creating an opportunity for all New Zealand destinations.”
Grow Wellington General Manager of Business Attraction, Melissa Davies, says the translated website is another tool to strengthen Wellington’s relationship with its Chinese sister cities and broaden its appeal as a region to invest, work, live and study in.
“The translation of WellingtonNZ.com extends our reach to potential investors and entrepreneurs from China,” she says.
The website development follows on from the Chinese language visitor guide launched in May, and will help support social media marketing efforts, as well as work on-the-ground in China by both Positively Wellington Tourism and Grow Wellington.
Meanwhile booking a visit to the capital has also become easier for Chinese visitors after WellingtonNZ.com’s booking engine, Trade Me-owned BookIt, this week became the first New Zealand online booking system to accept payment by China Union Pay cards.
BookIt is also translating its booking process into simplified Chinese which, combined with offering one of the most popular payment options for Chinese travellers, will enable visitors to WellingtonNZ.com to easily book accommodation and activities, as well as research their visit.
Georgina Ball, PWT Communications Executive, phone +64 22 219 5902 or +64 916 1214 or email georgina.ball@WellingtonNZ.com
Notes to Editors:
• Electronic card spend by Chinese visitors to Wellington increased 17% in the 12 months to June 2014 (Source: Ministry of Business, Innovation & Employment; Regional Tourism Indicators, YE June 2014).
• Tourism forecasts show the Chinese market is increasingly important, with arrivals to New Zealand predicted to more than double in the next few years to 450,000 in 2019, up from 217,000 in 2013. (Source: Ministry of Business, Innovation & Employment; New Zealand tourism sector outlook: Forecasts for 2013-19)
• Visitors spend more than
$3,166 in the Wellington region per minute – more than $1.6 billion every year. (Source: Ministry of Business, Innovation & Employment, Regional Tourism Estimates, YE March 2012.)
• The largest number of international students in Wellington last year came from China. (Source: Ministry of Education 2013).
• Over four million visits are made to Wellington every year: 750,000 international and over 3.4 million domestic. (Source: Ministry of Economic Development Regional Tourism Data).
• Destination Wellington is part of the Wellington City Council's Economic Development Strategy and aims to attract business, talent and investment to the Wellington region. It is a partnership programme between the Council, Positively Wellington Tourism and Grow Wellington.
• China Union Pay is the leading card scheme in China, with more than 3.1 billion cards in circulation. Nine out of every ten credit cards issued in China is Union Pay branded. (Source: BookIt)