Exciting times ahead – from May, Air New Zealand is resuming daily direct flights between Shanghai and Auckland, and Air China will fly between Beijing and Auckland seven days a week.
Historically Aotearoa’s highest-spending visitor market, Chinese travellers have long been intrigued by ‘hallmark’ Kiwi destinations and attractions. They join the approximately 300k Chinese expats who reside in New Zealand and spend big while exploring their new home.
We’ve partnered with Tony Boot of BTM Translation & Marketing to compile some key tactics and tips for tapping into the huge potential of this audience. Knowing the travel research behaviour of Chinese travellers is key and will help guide you to make the right digital marketing choices.
Update your listings with Tourism New Zealand
Add Chinese translations to your product listing to be inclusive and inviting.
Fold new platforms into your digital marketing mix
WeChat is an effective way to get in front of your Chinese customers while they’re still at home, and Little Red Book is growing in popularity. If you’re new to one or both, reach out to Tony for assistance in getting started – he can help with strategies around gaining and building an audience, setting things up properly, and making sure your translated messaging is all on-brand.
Consider high-level translation of your website
It may sound like an obvious thing, but having your product described in your customer’s own language is welcoming. The tricky part is the booking engine – is that component also translated? Some Chinese travellers may defer to OTA’s like booking.com because of their translations.
Check your reviews!
Chinese travellers like to minimise potential risk in purchasing and planning, especially when it comes to what they eat – food is life, and life is food. They’ll look to reviews from their peers about what’s safe and trusted.
Have you responded to positive ones lately, and have you added golden reviews from past Chinese guests to your website’s testimonial section?
Spruce up your imagery
Our Chinese tourists want to see from your social media and website that the photo opportunities while they adventure/stay/eat with you are beautiful and iconic. They want to showcase their New Zealand experience on their own social accounts, which has become a huge part of maintaining social status in their culture. Remember: we’re talking big countries and massive populations compared to ours – their social media reach within just friends and acquaintances is fantastic for your brand exposure!
With that in mind:
Up your Facebook advertising game
We’re seeing more and more flexible itineraries as our Chinese visitors land. They may have been pushed into unknown products while booking at home, and then learn about what’s actually hot and reputable once on Kiwi soil.
This means that tried-and-true Currently Travelling campaigns work well to show off your epic offering. Set up a separate Facebook account in Chinese so that you can run translated ads, rather than having two languages of similar ad types running from the one account, which could confuse domestic audiences.
Boast about your on-site multi-language services!
Do you have bilingual guides on staff? Or perhaps you even use multi-language apps to narrate your tour experience. However you take your Chinese guests’ experience to the next level, shout about it on your website, your social media channels and in your translated ads!
Throwback Thursday to our tourist takeover at the B:HIVE for Halloween last month 👻 We may work in tourism, but this year, we took the role seriously and dressed up as stereotypical (and scarily-realistic!) tourists: Hawaiian shirts, cameras in hand, and snapping photos at every chance we got!
#Tourismindustry #DigitalMarketing #BooHive #Halloween2024
Throwback Thursday to our tourist takeover at the B:HIVE for Halloween last month 👻 We may work in tourism, but this year, we took the role seriously and dressed up as stereotypical (and scarily-realistic!) tourists: Hawaiian shirts, cameras in hand, and snapping photos at every chance we got!
#Tourismindustry #DigitalMarketing #BooHive #Halloween2024
📢 One week to go until Destination: Digital - The Playbook kicks off, and this is your LAST chance to secure a spot at Aotearoa`s only conference dedicated to tourism marketers!
The buzz is building, and the final tickets are flying out the door. Don`t just take our word for it - check out what last year`s attendees had to say 👇
Get ready for game-changing insights from expert industry thought-leaders, and interactive practical workshops to set you up for success in 2025. It`s all taking place at the @bhivenz in Auckland next Tuesday, 3rd December.
🎟️ Grab your tickets before they`re all gone: link in bio!
#TourismMarketing #NZmarketing #MarketingEvents #TourismIndustry
📢 One week to go until Destination: Digital - The Playbook kicks off, and this is your LAST chance to secure a spot at Aotearoa`s only conference dedicated to tourism marketers!
The buzz is building, and the final tickets are flying out the door. Don`t just take our word for it - check out what last year`s attendees had to say 👇
Get ready for game-changing insights from expert industry thought-leaders, and interactive practical workshops to set you up for success in 2025. It`s all taking place at the @bhivenz in Auckland next Tuesday, 3rd December.
🎟️ Grab your tickets before they`re all gone: link in bio!
#TourismMarketing #NZmarketing #MarketingEvents #TourismIndustry
Final chance to grab an Earlybird ticket for Destination: Digital 📣
On our ‘From Insight to Impact’ panel, you’ll hear from data-driven decision makers Rachel Howie (RealNZ), Shaun Fitzgibbon (TRA), and Sarah Britton (nee Short) (Tourism New Zealand), who’ll bring a diverse range of perspectives on how you can leverage data to shape marketing strategies, identify emerging trends, and build high-impact campaigns.
As NZ’s only conference dedicated to tourism marketers, it’s a day all about equipping our industry with the latest tactics and techniques for your digital toolboxes. Now all that’s missing is you - see you on Tuesday December 3 (the day prior to TEC Xmas Symposium) at the B:Hive in Auckland. Grab an earlybird ticket before 5pm today 👉 link in bio.
Final chance to grab an Earlybird ticket for Destination: Digital 📣
On our ‘From Insight to Impact’ panel, you’ll hear from data-driven decision makers Rachel Howie (RealNZ), Shaun Fitzgibbon (TRA), and Sarah Britton (nee Short) (Tourism New Zealand), who’ll bring a diverse range of perspectives on how you can leverage data to shape marketing strategies, identify emerging trends, and build high-impact campaigns.
As NZ’s only conference dedicated to tourism marketers, it’s a day all about equipping our industry with the latest tactics and techniques for your digital toolboxes. Now all that’s missing is you - see you on Tuesday December 3 (the day prior to TEC Xmas Symposium) at the B:Hive in Auckland. Grab an earlybird ticket before 5pm today 👉 link in bio.
After just 8 months of dazzling us all with her epic energy, enthusiasm and quick learning; our superstar PT, @emi.cross, has been promoted to our Digital Performance Executive and we couldn`t be prouder! 🚀
From navigating the tourism industry to crafting Google and Meta campaigns, Emi has truly embraced the world of paid media like a pro 👏👏👏
#Promotion #DigitalMarketing #TourismIndustry #NZ
After just 8 months of dazzling us all with her epic energy, enthusiasm and quick learning; our superstar PT, @emi.cross, has been promoted to our Digital Performance Executive and we couldn`t be prouder! 🚀
From navigating the tourism industry to crafting Google and Meta campaigns, Emi has truly embraced the world of paid media like a pro 👏👏👏
#Promotion #DigitalMarketing #TourismIndustry #NZ
As our trip down Maverick memory lane continues, we`re shining a light on the highlights of 2020 and 2021. It was the years that a certain large global event threw a few surprises into the mix - and when our mantra quickly became Keep Calm and Carry On.
While international borders were closed, domestic demand remained strong and we worked alongside clients to encourage Kiwis to explore their big backyards.
We ran free weekly webinars to offer tips, tricks and tactics to the industry to pivot and drive conversions from the domestic market - and we shared our Maverick magic with tons of tourism businesses as part of the Qualmark Digital Capability programme.
🔒 Lockdowns (remember those?!) brought us together online
🐳 We kicked off our partnership with Destination Kaikōura
👩✈️ We dressed up as Top Gun fighter pilots for our team photoshoot
🌲 We climbed new partnership heights with Redwoods Treewalk
🛶 Team day saw us paddle to Rangitoto and enjoy a sunset BBQ
We all have our memories of the pandemic years - and for us, working hard to help our clients survive and thrive was a real source of pride.
Looking back, this time was key in building our resilience and agility - and helping to lay the foundations for next chapter of Maverick (more on that next week!)
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As our trip down Maverick memory lane continues, we`re shining a light on the highlights of 2020 and 2021. It was the years that a certain large global event threw a few surprises into the mix - and when our mantra quickly became Keep Calm and Carry On.
While international borders were closed, domestic demand remained strong and we worked alongside clients to encourage Kiwis to explore their big backyards.
We ran free weekly webinars to offer tips, tricks and tactics to the industry to pivot and drive conversions from the domestic market - and we shared our Maverick magic with tons of tourism businesses as part of the Qualmark Digital Capability programme.
🔒 Lockdowns (remember those?!) brought us together online
🐳 We kicked off our partnership with Destination Kaikōura
👩✈️ We dressed up as Top Gun fighter pilots for our team photoshoot
🌲 We climbed new partnership heights with Redwoods Treewalk
🛶 Team day saw us paddle to Rangitoto and enjoy a sunset BBQ
We all have our memories of the pandemic years - and for us, working hard to help our clients survive and thrive was a real source of pride.
Looking back, this time was key in building our resilience and agility - and helping to lay the foundations for next chapter of Maverick (more on that next week!)
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As we continue reflecting on a decade of Maverick, today we`re throwing it back to 2019 - a year filled with fun, adventures, and a bit of mischief.
This was the year we kicked off our first themed photoshoot in goofy bowling whites, #justbecause!
We had an epic team day at @ecozip_adventures, zipping through the trees then using their awesome conference facilities to plan world domination.
2019 also saw Tim and Alex heading down to Rotorua to onboard @offroadnzrotorua - just look at Tim sizing up that impressive 7-metre drop on their awesome 4WD Bush Safari product 😱 Five years on and we`re still proud as punch to work with Ian, Carol and the team.
To top it all off, we threw a fabulous birthday bash to mark five fantastic years in business with some of our favourite tourism friends. Time flies when you`re having fun! 🙌
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As we continue reflecting on a decade of Maverick, today we`re throwing it back to 2019 - a year filled with fun, adventures, and a bit of mischief.
This was the year we kicked off our first themed photoshoot in goofy bowling whites, #justbecause!
We had an epic team day at @ecozip_adventures, zipping through the trees then using their awesome conference facilities to plan world domination.
2019 also saw Tim and Alex heading down to Rotorua to onboard @offroadnzrotorua - just look at Tim sizing up that impressive 7-metre drop on their awesome 4WD Bush Safari product 😱 Five years on and we`re still proud as punch to work with Ian, Carol and the team.
To top it all off, we threw a fabulous birthday bash to mark five fantastic years in business with some of our favourite tourism friends. Time flies when you`re having fun! 🙌
#nztravel #digitalmarketing #tourismbusiness #workanniversary
Today, we’re reminiscing about 2018 – a real milestone year for Maverick! 🌟 2018 saw us kick off our partnership with the legendary @hobbitontours, an absolute business highlight. Collaborating with such an iconic operator brought our passion and know-how for tourism marketing to life in a whole new way. 2018 was also the year we were lucky enough to add Kelly Hookey to the team – six years later, Kel is one of our longest-serving Mavericks and leads our powerhouse Performance team.
#DigitalMarketing #ThrowbackThursday #WorkAnniversary #NZbusiness
Today, we’re reminiscing about 2018 – a real milestone year for Maverick! 🌟 2018 saw us kick off our partnership with the legendary @hobbitontours, an absolute business highlight. Collaborating with such an iconic operator brought our passion and know-how for tourism marketing to life in a whole new way. 2018 was also the year we were lucky enough to add Kelly Hookey to the team – six years later, Kel is one of our longest-serving Mavericks and leads our powerhouse Performance team.
#DigitalMarketing #ThrowbackThursday #WorkAnniversary #NZbusiness
Today we’re throwing it back to 2014, where Maverick’s journey began 🌍✈️ After working at Tourism New Zealand, Founder Alex Dykman left for an OE in South America – collaborating with a bunch of awesome kiwi operators on all things marketing along the way. Curating digital strategies, social media plans and paid media campaigns in between exploring the Galapagos Islands and hiking in the Andes – now that’s work/life balance😉
After returning home, Alex set up Maverick Digital officially, and the rest is history. From humble beginnings to helping tourism smash digital in New Zealand, the USA, Canada and the South Pacific - we’re celebrating a decade in business! Here’s to many more years of innovation and adventure in tourism marketing.
#maverickturns10 #tourism #newzealand #marketing #throwbackthursday
Today we’re throwing it back to 2014, where Maverick’s journey began 🌍✈️ After working at Tourism New Zealand, Founder Alex Dykman left for an OE in South America – collaborating with a bunch of awesome kiwi operators on all things marketing along the way. Curating digital strategies, social media plans and paid media campaigns in between exploring the Galapagos Islands and hiking in the Andes – now that’s work/life balance😉
After returning home, Alex set up Maverick Digital officially, and the rest is history. From humble beginnings to helping tourism smash digital in New Zealand, the USA, Canada and the South Pacific - we’re celebrating a decade in business! Here’s to many more years of innovation and adventure in tourism marketing.
#maverickturns10 #tourism #newzealand #marketing #throwbackthursday
Cheers to an epic Hospitality New Zealand conference in Ōtautahi Christchurch 🥂
#conference #networking #hospitality #wearemaverick
Cheers to an epic Hospitality New Zealand conference in Ōtautahi Christchurch 🥂
#conference #networking #hospitality #wearemaverick
We can whip up a Google Ad, witty caption or SEO audit - easy peasy 🍋
Turns out us Mavericks can whip up a pretty tasty feast too! 👩🍳
@maincoursenz #teambonding #cookoff #masterchef #teamday #wearemaverick
We can whip up a Google Ad, witty caption or SEO audit - easy peasy 🍋
Turns out us Mavericks can whip up a pretty tasty feast too! 👩🍳
@maincoursenz #teambonding #cookoff #masterchef #teamday #wearemaverick
We're a team of tourism and digital experts who hang our hats on doing high impact work that affects your bottom line.