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Tourism New Zealand signs Tencent partnership to woo Chinese guests

Tourism New Zealand has signed a memorandum of understanding with Tencent Holdings to jointly support the growth of Chinese arrivals to the destination.

The deal deepens Tourism New Zealand’s understanding of Chinese tourists through Tencent Social Solution, which includes WeChat advertisements and WeChat Mini Programs.

Gregg Wafelbakker, general manager Asia for Tourism New Zealand, said: “China is New Zealand’s second-largest international tourism market, and the number one market in terms of holiday spending.

“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 independent travel market and provide high-quality travel experience to Chinese tourists.”

The collaboration also aims to further develop New Zealand’s tourism industry through extending the country’s marketing outreach efforts to the inbound Chinese market, with local merchants aimed to have a deepened understanding of Chinese travellers’ consumption behaviour via WeChat user insights.

Using the company’s expertise in Chinese consumer engagement, 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 excellent integrated platform to raise brand awareness among travellers in China, as proven by its more than 1,082 million monthly active users.

Poshu Yeung, vice president, international business group, Tencent, said, “We are excited about our collaboration with Tourism New Zealand, one of the world’s most well-respected tourism boards.

“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.”

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