Tourism New Zealand joins hands with Tencent to boost Chinese tourism growth

Gregg Wafelbakker, Tourism NZ and Norman Tam, GM international business group, Tencent

Tourism New Zealand today announced that it has signed a Memorandum of Understanding (MoU) with Tencent Holdings. This is support the growth of Chinese Free Independent Travellers (FIT) with fresh travel experiences, and build New Zealand as a desirable, high-value international destination brand for Chinese travelers.

The MoU makes the collaboration between Tourism New Zealand and Tencent official, and will strengthen the marketing outreach in mainland China. It also deepens Tourism New Zealand’s understanding of Chinese tourists through Tencent Social Solution, which includes WeChat advertisements and WeChat Mini Programmes.

“Diversified, digitalised and innovative partnerships”

Gregg Wafelbakker, general manager Asia of Tourism New Zealand, said, “China is New Zealand’s second-largest international tourism market, and the number one market in terms of holiday spending. Tourism New Zealand has been seeking diversified, digitalised and innovative partnerships.

“As a leader in China’s Internet industry, Tencent has a robust technology platform and strong digital marketing service capabilities. We are excited to leverage Tencent’s expertise to jointly facilitate the development of the Chinese Free Independent Travel market and provide high-quality travel experience to Chinese tourists.”

“New Zealand will certainly become a more popular destination of choice among Chinese travelers”

Poshu Yeung, vice president, international business group, Tencent, said, “Fully utilising Tencent Social Solution and our innovative technologies as well as our valuable insights into mainland Chinese consumers, we aim to help Tourism New Zealand in better connecting with its Chinese tourists, and further enrich the travel experiences of Chinese FIT visitors across New Zealand. Through this new collaboration along with other joint initiatives to come, New Zealand will certainly become a more popular destination of choice among Chinese travellers.”

Tencent will provide user insights for Tourism New Zealand to widen their grasp of Chinese visitors’ consumption habits and preferences, which will serve as basis for them to develop more impactful marketing strategies.

WeChat and Weixin offer an integrated platform to raise brand awareness among travellers in China, as proven by its more than 1,082 million monthly active users.

Through Tourism New Zealand’s influence and network in New Zealand, Tencent hopes to promote its offerings, such as WeChat and Tencent Social Solution, among Chinese tourists visiting the country. Tencent will also offer recommendations for other local stakeholders to open or improve their WeChat official accounts to build brand awareness.

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