RotoruaNZ and Air China signed a memorandum of understanding (MOU) earlier this week to strengthen ties and increase tourism between Rotorua and China.
Key dignitaries who attended the ceremony included mayor of Rotorua Tania Tapsell, RotoruaNZ chief executive Andrew Wilson, and Air China general manager Zhengjun Hu.
Wilson said: “This agreement is a strategic move to expand Rotorua’s footprint in the Chinese tourism market at a time when international travel patterns are shifting. With over 451,000 Chinese tourists visiting New Zealand annually before the pandemic and their average spend per trip exceeding NZ$6,500 (US$3,750), this partnership is about ensuring Rotorua is a key part of their itinerary. By collaborating with Air China and leveraging their extensive network, we can introduce more Chinese travellers to our region’s geothermal landscapes, cultural richness, and adventure offerings.”
Hu noted the strong recovery of China’s outbound market, adding that “New Zealand’s unique landscapes and rich cultural heritage have drawn many Chinese tourists”.
Under the MOU, both RotoruaNZ and Air China will collaborate on tailored consumer campaigns, international trade engagement initiatives, and business events aimed at increasing Chinese visitors to Rotorua.
The agreement aligns with a broader tourism strategy that includes a New Zealand-China tourism roadshow, which will see 18 representatives from Rotorua and Auckland travel to five key Chinese cities: Beijing, Chengdu, Guangzhou, Shenzhen, and Shanghai. This initiative will bring together over 50 travel agents at each event, providing targeted training sessions and networking opportunities.
RotoruaNZ and Air China will develop themed familiarisation itineraries, engage with key booking agents, and create tailored marketing campaigns designed to highlight Rotorua’s premium experiences. The partnership will involve cooperation with major industry players, including Auckland International Airport and Tourism New Zealand.
Wilson said: “With Air China’s support, this initiative is expected to boost tourism arrivals to Rotorua, particularly during the off-peak seasons of autumn and winter, leading into China’s Golden Week holiday period.
