New Zealand would like to attract more Chinese tourists, perhaps with a change in its visa policy.
At the Tourism Summit 2026 in Christ City, a head of an international tourism marketing agency made a recommendation of concern:New Zealand could consider the gradual opening of visa-free access for different types of Chinese tourists.
That suggestion had attracted considerable concern.
After all, China has been an important tourist market for New Zealand. However, since the outbreak, there has been a marked change in the travel habits, consumption patterns and destination choices of Chinese tourists.
If New Zealand is to re-introduce Chinese tourists, it may not only consider visa policies, but also re-understand what Chinese tourists really want.
I. New Zealand can gradually open a visa waiver to Chinese tourists?
At the Tourism Summit, George Cao, Chief Executive Officer of Dragon Trail International, suggested that New Zealand could explore more flexible visa-free policies for selected groups of Chinese tourists, taking into account the practices of other countries.
He gave several examples:
- Kazakhstan: A visa-free policy for Chinese tourists.
- Georgia: Lowering the threshold for travel of Chinese tourists through a visa exemption.
- Saudi Arabia: Simplified visa application process to attract more Chinese tourists.
By lowering the visa threshold, these countries have facilitated China ' s out-of-country market and led to an increase in the number of tourists.
In the view of George Cao,New Zealand may not be in a position to grant a blanket waiver for all Chinese tourists at once, but a phased, crowd-based approach is now possible.
For example:
Category I: Chinese tourists transiting through New Zealand.
For Chinese passengers who plan to travel to South America via New Zealand and who wish to stay in New Zealand for a few short days, special visa waiver facilities could be considered.
This would both increase New Zealand ' s attractiveness as a transit destination and provide an opportunity for tourists who would otherwise be in transit to become real tourism consumers.
Category II: Chinese tourists with permanent visas from developed countries.
For example, Chinese passport holders who have undergone a rigorous review and hold a long-term United States multi-entry visa may consider granting a certain exemption.
Such visitors have already undergone visa clearance in other countries and may be a target group for New Zealand to explore differential waivers.
In fact, New Zealand has a pilot policy for Chinese tourists:
Eligible Chinese passport holders can travel to New Zealand through NZeTA-related arrangements if they leave Australia without having to apply for a separate standard visitor visa.
This policy has already provided some impetus for Chinese tourists to travel to New Zealand.
From this perspective, a gradual expansion of the scope of facilitation may be a way forward for New Zealand.
The way Chinese tourists travel is no longer the same.
If the visa policy determines whether tourists can easily travel to a country, then changes in the demand for tourists determine whether they will eventually choose the country.
George Cao mentioned in particular at the Summit that a clear structural change was taking place in China ' s out-of-country market.
He expects that by the end of 2026, China ' s out-of-country tourism market will have fully recovered.
But the recovery does not mean a return to the pre-epidemic pattern of tourism.
In the past, what are the common ways in which Chinese tourists travel abroad?
The tour was followed by a bus, a morning spot, a hotel at night, shopping, cards, photographs, and a trip down to several cities.
Today, this traditional, large-scale, team-based tourism model is becoming less attractive.
More and more Chinese tourists are beginning to pursue personalized and deep travel experiences.
They don't just ask:
"What country?"
It's more concerned:
- Is there a small crowd project worth experiencing?
- Can you arrange a special natural exploration?
- Is there a custom schedule for family, couples or friends?
- Can we avoid the hot spots and experience the lives of local people?
In short,In the past, the destination was chosen before the attractions were scheduled; more and more people now determine the desired experience before deciding where to go.
This has also made China's out-of-country market more subdivided.
III. SECURITY, REQUIREMENTS AND SOCIAL MEDIA, CHANGES DATE DETERMINATION
So, what factors have affected the current travel choices of Chinese tourists?
George Cao believes that there are several main aspects.
1. The growing importance of security issues
Safety and security have always been one of the most important considerations for Chinese consumers in choosing their overseas destinations.
New Zealand, on the other hand, has a certain advantage in terms of its security image, which is also its important competitiveness in attracting Chinese tourists.
2. The waiver policy directly affects willingness to travel
Visa processing requires time, effort and cost.
For many visitors, even a better view of a country may be abandoned if the visa process is complicated.
So,Exemptions and the simplification of visa procedures have become an important means for countries to compete for Chinese tourists.
3. Social media changed the way tourism information is disseminated
A lot of Chinese tourists are now looking for ideas for travel through such platforms as Little Red Books, Dancing, Video Numbers, etc.
A special small spot, a unique outdoor experience and even an interesting video of a trip could suddenly make a country that was not originally planned a hot destination.
At the same time, small customized travel agencies are increasing.
Traditional travel agencies offer standardized products, while an increasing number of tourists wish to receive exclusive travel that meets their interests.
This means that tourism destinations cannot rely solely on traditional means of communication, but also need more attractive content and branding in Chinese social media.
IV. The New Zealand tourism industry also needs to change: from a process to a sales experience
For local tourism enterprises in New Zealand, this change in the Chinese tourist market also means that the way of doing business needs to be adjusted.
George Cao suggested that New Zealand tourism operators should move away from being mere providers of traditional tourism products and instead become planners of travel experience.
For example:
- Designing high-quality customized lines for high-volume tourists;
- Development of specialty experiences such as natural exploration and outdoor exercise;
- More flexible travel programmes for family visitors;
- Integration of local identity experiences into complete products and promotion through Chinese agents and online channels.
He noted, in particular, that the traditional market for 50 large tour groups was shrinking, while the high-end tourism market remained high in interest in New Zealand and showed good demand in different seasons.
Similar views were expressed by René de Monchy, Chief Executive Officer of the New Zealand Tourism Agency.
He said that, in the wake of the epidemic, the structural changes in Chinese tourists had been significant.
In the past, the usual large bus tours did not return on a large scale and were replaced by longer-staying and more consuming tourists.
Data show that the number of Chinese holiday tourists entering New Zealand has increased by 47 per cent over the past year, and associated tourism consumption is increasing.
This is undoubtedly a positive sign for New Zealand ' s overall tourism economy.
For local tour operators, however, it also means that products and services must be adapted in a timely manner in order to really seize the opportunity of a new round of Chinese tourists.
Can New Zealand become the next hot destination for Chinese tourists?
At present, New Zealand does not lack the conditions to attract Chinese tourists.
The magnificent nature, the rich outdoor experience, the relatively good security image and the visa-facilitation pilot that has been initiated provide the basis for it to compete with Chinese tourists.
At the same time, however, other countries are actively competing for China's exit markets.
Some countries are directly exempt, others simplify visas and others continue to introduce exclusive tourism products for Chinese tourists.
For New Zealand, what is really needed in the future may be to find a balance between visa facilitation, tourism experience and marketing.
New Zealand's tourism market may have considerable scope for growth if the entry threshold for some Chinese tourists could be further lowered and more special products tailored to the needs of Chinese tourists introduced.
You think New Zealand to Chinese tourists:
Direct and complete waiver;
Long-term visas for developed countries, such as the United States and the United Kingdom, would be waived;
Transferred through Australia;
What's more likely?