Tourism mission targets Chinese growth for West Coast

Led by Christchurch Airport, the trip visited Shanghai, Guangzhou, Shenzhen and Hong Kong, reconnecting South Island destinations with Chinese travel trade and airline partners.

“It was a great chance to reinforce the strength of the South Island brand – and the West Coast’s unique place within it, along with showcasing both our iconic attractions and new experiences,” Milne said.

“The Coast was really well received. There’s strong interest in our nature, space and unique experiences – particularly from premium and retired travellers.”

Alongside DWC’s Chinese trade representative Taylor Tian, Milne helped present West Coast tourism offerings to travel sellers, with the Shanghai event livestreamed to over 1,000 agents. Meetings were also held with senior executives from China Southern Airlines, Cathay Pacific and Air New Zealand, with announcements of new flights.

Two new seasonal flight routes from China to Christchurch were confirmed – including direct services from Guangzhou with China Southern and from Hong Kong with Cathay Pacific – opening up more direct access to the South Island.

Milne said the trip helped rebuild valuable trade relationships and ensured the West Coast remained top-of-mind as Chinese visitation ramps back up.

According to data from Infometrics, Chinese visitors spent $10.8 million on the West Coast in the year to March 2025. This remains well below pre-COVID levels – Chinese visitor spending peaked at $27.6 million in the year to March 2020, highlighting significant room for further growth.