New Zealand's South Island promotes tourism in Shenzhen

A delegation of 43 representatives from five regional tourism authorities and 17 tourism companies in New Zealand’s South Island held a tourism promotion conference in Shenzhen on June 26, showcasing the region’s rich tourism resources.

Attendees at the New Zealand South Island tourism promotion event in Shenzhen pose for a group photo. Photos courtesy of the event organizer

Under the theme“Kia Ora South,” the event went beyond promoting a single city, travel route or product. Instead, it presented a more complete South Island tourism ecosystem. A diverse range of offerings is seen as the foundation for future growth. Glaciers, stargazing, skiing, fjords, self-driving tours, whale watching, lakeside resorts, family trips, upscale accommodations, outdoor adventures and in-depth regional tours are helping the South Island attract increasingly niche customer groups.

Tourists watch whales from a boat in Kaikoura, New Zealand’s South Island.

Skyline is an iconic integrated attraction in Queenstown on New Zealand’s South Island, located atop Bob’s Peak. Visitors can take a cable car to enjoy sweeping views of Lake Wakatipu and the Remarkables Mountains, and take part in a range of activities including a high-speed luge ride, stargazing and dining at a rooftop buffet restaurant.

According to Richard Crouch, head of sales at Skyline Group, demand in the tourism market — especially from China — continues to grow, prompting the company to launch a major upgrade to the project.

Two representatives from Skyline Group introduce the Skyline project at the event.

“When the project is completed at the end of 2028, the site will be twice its current size, and the Stratosfare Restaurant at the summit will have seating for more than 500 diners at the same time. The restaurant will also serve New Zealand specialties such as venison, beef and seafood, allowing visitors to enjoy delicious food while taking in the stunning mountain views,”he said.

Another signature New Zealand tourism experience is whale watching, and one of the best places to do so is Kaikoura, a small town located on the peninsula of the same name off the east coast of New Zealand’s South Island.

According to Abba Kahu, sales and innovation manager at Whale Watch Kaikoura, sperm whales can be observed up close in Kaikoura year-round. Humpback whales and southern right whales can be seen during the winter months from June to August, while killer whales are frequently spotted in the summer months from December to March.

She added that the whale-watching program places great emphasis on environmental protection, using pneumatic-electric propulsion instead of traditional propellers to reduce noise pollution and minimize disruption to the whales’ habitat.

During the event, representatives from other New Zealand tourism organizations also presented their projects in detail and exchanged views with tourism partners in Shenzhen.

According to the latest data from Stats NZ, the MBIE International Visitor Survey and Tourism New Zealand, New Zealand welcomed 261,772 visitors from China in 2025. Chinese visitors spent approximately NZ$1.1 billion (US$622.12 million) in New Zealand over the year, making China the country’s third-largest international visitor market by spending, after Australia and the United States.

As an important participant in New Zealand’s South Island tourism promotion tour in China, Christchurch International Airport hopes to use the Shenzhen stop to explore new ways of packaging South Island products, new sales channels and new customer opportunities with local travel agencies, customized tour operators, content platforms, independent travel service providers and premium channel partners.

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