Targeting Chinese Travellers: Opportunities for Tourism in New Zealand and Australia

China remains one of the most important international tourism markets for both New Zealand and Australia. But the opportunity is changing. The Chinese traveller of today is not necessarily looking for the same experience, using the same channels or travelling in the same way as the Chinese visitor of a decade ago.

Travel is becoming more independent. Digital platforms are playing a bigger role in inspiration and decision-making. And for tourism operators in New Zealand and Australia, there is another opportunity that is particularly interesting: reaching Chinese-speaking travellers who are already living in this part of the world.

For operators who have traditionally viewed China as a complex or expensive market to enter, this creates an opportunity to rethink the approach.

China is an Important Market & it's Growing Again

The numbers tell an encouraging story.

In New Zealand, 297,000 Chinese visitors travelled to the country in the year ending March 2026, with 74% visiting for a holiday. China is now New Zealand's third-largest visitor market, with Chinese visitors spending $1.5 billion during the period. Holidaymakers spent an average of $5,644 per trip. Source: Tourism New Zealand Market Overview

Australia is seeing an even larger recovery. Chinese arrivals passed the one-million mark in the year ending December 2025, up 17% on 2024. Chinese visitors spent a record A$12.3 billion in Australia in the year ending September 2025, up 29% year-on-year. China is currently Australia's second-largest visitor market by arrivals and its largest by total expenditure. Source: Tourism Australia Market Insights Snapshot - China

This isn't simply a story of the market returning to its pre-pandemic state, the Chinese travel market itself is changing and that's where some of the most interesting opportunities lie.

The Chinese Traveller is Becoming More Independent

One of the biggest shifts is the move away from traditional group touring towards more independent and experience-led travel. 

Tourism New Zealand has identified that Chinese visitors are now tending to be younger and more independent in their travel preferences, and is actively working to grow the market. Chinese visitors recorded the highest daily spend of any major market in the year to March 2026, at $502 per day.

Tourism Australia is also seeing opportunities around FIT (Free Independent Travel), small groups, tailor-made itineraries and premium experiences. Its China market research highlights growing demand for personalised travel and experiences that allow visitors to explore beyond the traditional tourist route.

This is significant for smaller tourism operators. An independent traveller isn't necessarily booking an entire package through a large tour operator. They may be researching individual experiences themselves and looking for the accommodation, activity, restaurant or attraction that best fits their itinerary.

That creates more opportunities for individual tourism businesses to get in front of them, and increasingly, digital discovery is where that research is happening.

The Opportunity Closer to Home

Perhaps one of the most exciting opportunities for tourism operators in New Zealand and Australia is Chinese people already living here. Think about the Chinese students, professionals, families, migrants and temporary residents living in Auckland, Wellington, Christchurch, Sydney, Melbourne, Brisbane, Perth and other major centres.

They are already here so they don't have the same barriers as someone planning a holiday from mainland China, with plenty of reasons to travel including having visiting friends and family, looking for weekend escapes, and wanting to explore more of the country. This makes them a potentially valuable audience for domestic or short-break experiences and there is an interesting connection here with recent changes to travel between Australia and New Zealand.

Since November 2025, eligible Chinese citizens travelling from Australia can visit New Zealand for up to three months using an NZeTA rather than applying for a visitor visa. The change was specifically designed to make travel to New Zealand easier for Chinese visitors based in Australia. The early results have been striking. Immigration New Zealand reported that 85% of surveyed Chinese travellers said the NZeTA option was a deciding factor in their decision to travel to New Zealand.

For New Zealand tourism operators, that opens up an interesting new audience: Chinese travellers already living in Australia who may now find a New Zealand holiday considerably easier to arrange.

The Customer Journey is Increasingly Digital

Chinese travellers have a different digital ecosystem from many Western markets. Platforms such as RedNote (Xiaohongshu), WeChat, Douyin and Chinese travel platforms such as Ctrip and Fliggy can all play a role in travel inspiration, research and booking.

Tourism Australia identifies social media, online sources and word of mouth as increasingly influential in how Chinese travellers plan and purchase travel. It also specifically identifies WeChat, RED and other Chinese platforms as important channels for reaching the market.

Tourism New Zealand has been actively testing Xiaohongshu/RedNote as a way of reaching Chinese travellers. Its recent activity generated a 127% increase in searches for New Zealand travel guides on RedNote, while Chinese arrivals to New Zealand increased 56% year-on-year in January and February 2026.

That tells us something important: Chinese travellers aren't simply consuming advertising, they're using digital content to help decide where to go and what to do.

For tourism businesses, that means there is an opportunity to become part of that research journey.

RedNote: A Platform Worth Watching

If you're marketing to Chinese travellers, Xiaohongshu, commonly known as RedNote or RED, deserves attention. Think of it as sitting somewhere between social media, search, travel inspiration and recommendations. People use it to discover products, places, experiences and ideas, with travel content particularly well suited to the visual and recommendation-led nature of the platform.

Tourism New Zealand has recognised this opportunity, describing RedNote as a key social platform shaping travel decision-making among Chinese consumers. Its campaigns have used creators, destination content and paid advertising to inspire Chinese travellers.

For tourism operators, understanding what Chinese travellers are searching for, what content they respond to and whether your business is being mentioned or recommended can help identify gaps.

The bonus is that content created for RedNote doesn't have to exist in isolation. Good travel content can provide ideas for your website, social media, video and other marketing channels.

WeChat Offers Engagement with Chinese Travel Trade & Travellers

WeChat plays a much broader role. For businesses operating in or targeting the Chinese market, WeChat can support communication, content distribution and relationship building.

Tourism Australia has maintained a presence on WeChat for years, including dedicated WeChat functionality for specific audiences. Its current China market guidance recommends that businesses consider establishing their own WeChat account and connecting with Chinese travel agents to improve engagement.

For some businesses, particularly those already receiving Chinese visitors or working with Chinese trade partners, it could be a valuable communication and relationship channel.

For others, a strong presence on the platforms where their target audience is already searching may be a better starting point. The strategy should come before the platform.

What Does This Mean for Tourism Operators?

Start by asking some practical questions.

Who could you reach?

• Look beyond travellers currently sitting in mainland China.
• Could your ideal customer include Chinese-speaking residents of New Zealand or Australia?
• Could you target people living in major cities within driving or flying distance of your experience?
• Could you create offers or content specifically relevant to visiting friends and relatives?

What are they searching for?

Think about the questions a Chinese traveller might ask before booking. The more you understand the questions, the easier it becomes to create useful content around them.

Are you visible on the right platforms?

You don't necessarily need to be everywhere but if Chinese travellers are using platforms such as RedNote and WeChat to research travel, it's worth understanding whether your business is visible there and what people are saying about you.

Is your website ready?

If you're actively targeting Chinese travellers, consider whether your website provides the information they need to feel confident booking. Clear practical information, high-quality imagery, easy booking pathways, relevant FAQs and, where appropriate, Chinese-language content can all reduce friction.

A smart, targeted approach can begin with understanding who you want to reach, what they are looking for and where they are looking for it. Because the next Chinese traveller to book your experience might not be planning their trip from Beijing or Shanghai, they might already be living just down the road.

If you'd like some help with develpoing your strategy to target Chinese travellers, get in touch with our team to get started.