400 million people in China tuned in to watch a reality show where five celebrity dads and their kids travel around New Zealand. The land of the long white cloud was selected as the show’s only destination outside of Asia in the second season of Dad, Where Are We Going?, with two episodes dedicated to New Zealand. Tourism New Zealand boss Kevin Bowler says the value of this type of exposure is hard to quantify.
“The profile this show has given New Zealand as a family-friendly, desirable visitor destination is unprecedented,” he said today.
The 217 minutes of Chinese airtime is estimated to be worth $169 million – more than the tourism board’s entire budget for the year. Tourism NZ and Air New Zealand pitched for the rights to host the production in September.
“This was an unmissable opportunity for us,” Mr Bowler said.
A marketing campaign promoting New Zealand and featuring some of the experiences and regions on the reality show has since gone live to build on the show’s reception.
“All of this activity and continued promotion works to ensure our country stays top of mind for viewers when considering their next holiday destination,” he said.
It comes as figures from Statistics New Zealand show international visitor numbers increased 4.9 percent for the year to September. Chinese arrivals are up 2.7 percent, with total days spent in New Zealand up by 31 percent. The world’s largest economy is New Zealand’s second largest visitor market – after Australia.
While there was a 3.5 percent decrease in Chinese shopping tour arrivals between January to August this year, there has been a 61.3 percent increase in Chinese independent holiday visitors. It follows the introduction of the China Travel Law a year ago, which made the sale of below-cost tours illegal in China. Tourism NZ says this is encouraging higher value travel by Chinese tourists.
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Article: NZ 3 News