Thursday, May 30, 2024

Govt opens Little Red Book deal with China

Tourism Minister, Peeni Henare says New Zealand will tap into a leading digital platform to attract Chinese tourists to visit New Zealand as the important visitor market recovers.

A new partnership between Tourism New Zealand and Xiaohongshu announced today in Shanghai will enable New Zealand to be promoted to as a travel destination to a significant Chinese consumer base, Mr Henare said.

“Global competition for visitors is fierce, this partnership with what is referred to as China’s Instagram will help reach Xiaohongshu’s 260 million monthly active users and attract more tourists, helping to drive our economic growth and recovery.”

“We want the Chinese consumers to know New Zealand is open for business and this partnership will help showcase our special offerings for travellers to share their experiences with each other,” he said.

Xiaohongshu (Little Red Book) has 260 million monthly active users and is one of the preferred platforms for Chinese travellers to seek travel advice from their peers, experts, and key opinion leaders. Through Xiaohongshu, travellers can exchange travel experiences, recommend attractions and unique experiences.

“Chinese consumers are increasingly utilising trusted social media platforms that provide recommendations and reviews to guide their purchasing decisions,” said Mr Henare.

“Partnering with Xiaohongshu is an opportunity to tap into influential travel content creators, enabling Tourism New Zealand to share the beauty and diversity of New Zealand to potential visitors in China.”

The first international media tour from China visited New Zealand in March, generating over 150 social media posts reaching almost five million people. 

“Tourism New Zealand hosts a range of international media in New Zealand to experience all we have to offer for themselves and share it with their readers and viewers. Increasingly, recommendations of this kind are important drivers to influence others to travel,” Mr Henare said.

International visitors spent $3.2 billion into New Zealand in the first quarter of 2023, up from $1.8 billion in the December quarter. This $3.2 billion makes international tourism the second highest export this quarter behind dairy exports (milk powder, butter, and cheese – $5.2 billion).

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