Convincing wealthy Chinese travelers to choose New Zealand for their luxury trips By Pierre Gervois, CEO, China Elite Focus Ltd.

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1 Convincing wealthy Chinese travelers to choose New Zealand for their luxury trips By Pierre Gervois, CEO, China Elite Focus Ltd. TRENZ Queenstown Events Centre - May 25, 7:50am - 8:10am

2 The growing arrival of affluent Chinese tourists is changing the face of tourism industry. It s simply the biggest opportunity seen in years to boost New Zealand s tourism sector. China: 1.35 billion people 55 million traveled internationally in ,000 have choosen New Zealand in 2010 Forecast by the New Zeland ministry of tourism indicates that 170,000 Chinese tourists should come by 2015 An average Chinese tourist spends NZD 3,200 per stay

3 Who are the new affluent Chinese inbound tourists? A rapidly expanding number of nouveau riche Chinese who are eager to spend money on luxury travel and shopping. Highly motivated to seek international experiences involving luxury retail, gambling, golfing and other adventure related activities. They desire to be recognized and treated as VIP's in order to stand out from their peers. Budget is no issue, they are ready to pay for premium services that will give them the best social status abroad.

4 The evolution in the behavior of Chinese affluent outbound tourists: from tourist groups to free, independent travelers. The ADS (Approved Destination Status) agreement between China and New Zealand exists since 1999, and allows for a quicker process for group travelers. A growing number of urban, affluent, and westernized Chinese travelers desire to travel with a total freedom of choice with accomodations and activities. Affluent Chinese traveler reject now the old-fashioned concept of Group tours The Chinese wealthy apply for the more easily obtained Business Visa, instead of leisure visas.

5 Luxury travel clubs have a growing role in influencing the choice of travel destination for wealthy Chinese

6 The three categories of wealthy Chinese tourists 1st category : High ranking politicians & CEO s of Chinese State owned companies 2nd category : The sons and daughters of the above category 3rd category : Self-made private entrepreneurs

7 Wealthy Chinese love traveling China has 960,000 millionaires with personal wealth of 10 million yuan (NZD 2 million) or more. 60,000 Super-rich Chinese have a personal wealth of 100 million yuan (NZD 20 million) or more 4,000 Chinese have a personal wealth of more of one billion yuan (NZD 200 million) Traveling abroad is their #1 favorite leisure activity (The #2 is collecting luxury cars, #3 is buying watches) If ONE PERCENT of these people choose New Zealand, that would make 10,000 Chinese HNWI spending money in five star hotels, casinos, golfs, real estate... Source: Hurun Research center, Shanghai, April 2011

8 Average profile of a wealthy Chinese tourist visiting New Zealand Total shopping budget: from NZD50,000 to NZD200,000 Interested in buying watches, jewelry, fashion designer clothes, wines and spirits Travel in New Zealand in helicopter, limo, or luxury sports car May consider to invest in real estate in New Zeeland Travel in First or Business Class Travel in couple, or with a limited number of wealthy friends Will make by himself his itinerary and choose carefully his activities Is seeking respect and consideration in accordance to his social status

9 Tourism New Zealand has made an excellent campaign in China targeted on the Chinese middle-class travelers

10 Images associated with tourism in New Zealand What affluent Chinese outbound travelers are really looking for: Outdoor activities Beautiful flora & fauna Luxury brands Casino VIP welcome Biking Family Show off Helicopters Sports Hiking Golf Luxury yachts Eco-friendly Purity Driving sports cars Calm Stunning landscapes Being treated like a king Go to social events with New Zealand VIP s

11 Activities that wealthy Chinese will really enjoy in New Zealand Luxury shopping Casino ( Entertainment is the official term) Golf Wine tourism Boating & Yachting Luxury wedding Hunting Horse races & Polo

12 The Luxury New Zealand Project Launched by Auckland Airport in May 2011, this project will encourage wealthy Chinese outbound travelers to choose New Zealand for their leisure luxury trips, and to flight in premium cabins on their way to New Zealand. Operated in China by China Elite Focus Ltd., the leading marketing and PR agency specialized on the segment of HNWI Chinese outbound tourists. The marketing campaign will include: A new website specificaly targeted on wealthy Chinese travelers A highly targeted social media and direct marketing campaign Partnership with the prestigious Shanghai Travelers Club VIP events in China with Chinese HNWI

13 luxury new zealand

14 A selected network of the very best New Zealand companies in the luxury travel business. You re welcome to join us! The website will have a directory of the very best New Zealand luxury hotels, casinos, resorts, golfs, wedding agencies... with direct links to the websites of the selected partners. Every member of this network will be encouraged to put the logo on his own website, and to be ready to welcome VIP Chinese tourists the Chinese way (Chinese interpretor available, Chinese food catering, staff trained to understand the behavior of wealthy Chinese customers...)

15 Join the Luxury New Zealand network and reach these travelers!

16 Thank you! You re welcome to apply to become an official supplier of the Luxury New Zealand project. Please contact us at

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