A recent tripartite partnership between Air New Zealand, Air China and Tourism New Zealand is expected to see over $300 million invested from the three organisations going toward stimulating inbound tourism from China, in addition to Air New Zealand and Tourism New Zealand’s existing investments in the market.
Over the next 12 months, Air New Zealand will invest more than $425,000 in marketing through strategic partnerships, an addition to the airline’s significant and ongoing marketing commitment in China.
The new funding will be used to support a marketing campaign to drive greater awareness of New Zealand as a preferred destination for Chinese travellers. It is also an opportunity to highlight the longstanding alliance between Air New Zealand and Air China launched in 2015, which has provided greater connectivity, codeshare convenience, and a seamless customer experience for travellers between the two countries.
China is New Zealand’s third largest source of international visitors, comprising around 8% of total visitor arrivals. In the year to March 2025, 248,000 Chinese travellers visited New Zealand, up 18% on the prior year.
Air New Zealand CEO Greg Foran said that the airline’s service between Shanghai and Auckland are going from strength to strength.
“China is an incredibly important market for us, and we are proud of the role our Shanghai service has played in connecting people, cargo, and cultures over the past decade. This joint investment is an opportunity to further stimulate travel demand to encourage growth in inbound tourism from China to New Zealand,” he said.
Air New Zealand is looking forward to having brand-new cabins on its 787 aircraft flying to Shanghai on occasion, offering Chinese customers the opportunity to be among the first to experience the airline’s enhanced onboard experience.
“From October this year, we will see a 33% increase in premium seats on the Shanghai–Auckland route, giving customers even more opportunity to travel with additional space and comfort to New Zealand,” he added.
China National Aviation Holding (CNAH) Chairman Ma Chongxian expressed confidence in the recovery of China-New Zealand market and the alliance partnership between Air China and Air New Zealand.
NZ Key Market for China
According to him, New Zealand market has always been the key focus in CNAH’s Asia-Pacific network and they have been deeply engaged in Beijing-Auckland service since 2015.
As their strategic alliance with Air New Zealand reinforces the mutual trust and support, Air China’s network, products and services have been optimized along the way. The partnership has played a positive role in jointly promoting economic and trade growth and fostering cross-cultural communication between the two countries, he explained.
“Embracing the second decade of China-New Zealand Comprehensive Strategic Partnership and the tenth anniversary of the alliance partnership between Air China and Air New Zealand, we would like to join Air New Zealand and Tourism New Zealand in further facilitating market recovery and expanding collaborations to deepen practical cooperation and improve customer experience,” he added.
Tourism New Zealand Chief Executive René de Monchy said there is an audience of around 60 million people in China “actively considering” a holiday to New Zealand. “We’re looking forward to working with Air New Zealand and Air China to get them booking trips to come and enjoy destination New Zealand sooner rather than later.”
New Zealand Prime Minister Christopher Luxon said that this partnership is another step toward turbocharging New Zealand’s tourism recovery and growth.
As the country is working to rebuild its visitor economy, stimulating demand from key markets like China is essential to creating jobs, supporting businesses, and strengthening communities across the country.
“This strategic investment will not only boost awareness of Aotearoa as a unique and welcoming destination but also deepen the connections between our peoples and cultures. We are committed to backing initiatives that bring more visitors here, ensuring tourism continues to be a driver of prosperity for all New Zealanders,” Luxon added.
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