Minister Leads Tourism Trade Mission to China to Boost Visitor Growth and Ties

Tourism and Hospitality Minister Louise Upston will travel to China next week to lead a high-level industry delegation on a tourism-focused trade mission, aimed at strengthening New Zealand’s profile as a premier travel destination and deepening bilateral ties.

Strengthening New Zealand’s Presence in China

The mission, scheduled for 23–27 September, will take the Minister and the delegation to Shanghai, Guangzhou, and Beijing, three of China’s most important economic and cultural centres. Meetings are planned with Chinese airlines, major e-commerce platforms, and leading tourism industry professionals.

“The mission will promote New Zealand’s tourism sector, meet with local travel-trade businesses and organisations to better understand the Chinese market, and strengthen our relationship with China,” Minister Upston said.

China remains one of New Zealand’s most important tourism markets, ranking as the third-largest source of visitors with nearly 250,000 arrivals in the year ending July 2025.

Building on Diplomatic Momentum

The trade mission follows the Prime Minister’s visit to China in June, which provided a strong diplomatic platform for advancing trade and tourism. Minister Upston said this mission will build on that momentum, particularly by highlighting New Zealand as a year-round destination for leisure and business travellers.

The Minister will also hold talks in Beijing with China’s Minister of Culture and Tourism, Sun Yeli, to strengthen government-to-government cooperation in the tourism sector.

Diverse Industry Delegation

Industry representatives joining the delegation include leaders from the aviation, accommodation, hospitality, cruise, visitor attraction, and tour operator sectors. This broad participation reflects New Zealand’s efforts to showcase the diversity of experiences available to Chinese travellers, from premium tourism to family-friendly attractions.

Visa and Travel Facilitation

The Government has taken steps to make travel between China and New Zealand more accessible. From November 2025, Chinese nationals holding eligible Australian visas will be able to enter New Zealand more quickly and affordably via Australia.

“New Zealand visitor visa offerings for Chinese nationals are more generous than for other groups of travellers,” Minister Upston explained. “Most Chinese visitors receive a five-year multiple entry visitor visa, making it easier for them to return to New Zealand.”

Visa processing has also been streamlined, with average turnaround times now just five working days—the fastest ever recorded.

Boosting Economic Growth Through Tourism

The mission is expected to deliver long-term benefits by increasing visitor numbers, strengthening business partnerships, and supporting tourism-related employment in New Zealand.

“Smoothing their passage to New Zealand will help us grow the economy by boosting the tourism sector, connecting friends and family, and strengthening trade and business relationships,” the Minister said.

Looking Ahead

With China’s outbound travel market continuing to rebound, the mission represents a critical step in securing New Zealand’s share of future growth. By reinforcing cultural, trade, and tourism ties, the Government aims to ensure that New Zealand remains top of mind for Chinese travellers seeking unique and high-quality international experiences.