Tourism New Zealand Targets Chinese Travellers with Li Xian Ambassador Campaign

Published on October 23, 2025

Tourism New Zealand has unveiled an innovative brand ambassador campaign featuring renowned Chinese actor and celebrity Li Xian, aiming to boost visitor numbers from one of its most important international markets. This strategic partnership underscores New Zealand’s commitment to reigniting tourism growth from China, which is currently the country’s third-largest source of international visitors.

Li Xian, celebrated for his extensive work in film and television across China, will play a central role in promoting New Zealand as a must-visit destination for Chinese travellers. His involvement represents a natural extension of Tourism New Zealand’s well-established 100% Pure New Zealand campaign, tailored specifically to resonate with Chinese audiences through a combination of authentic storytelling and culturally relevant content. The collaboration is designed to elevate the appeal of New Zealand’s landscapes, experiences, and culture to travellers seeking unique and enriching holiday experiences.

The campaign comes at a critical juncture for New Zealand tourism. In the year ending August 2025, nearly 250,000 Chinese visitors arrived in the country, representing approximately 60% of pre-pandemic levels. With air travel capacity now restored to 91% of pre-pandemic volumes, Tourism New Zealand sees substantial potential for accelerated growth. “China remains a vital market for us, and the timing is ideal to engage travellers with fresh, compelling content that showcases New Zealand’s unique offerings,” says René de Monchy, Chief Executive of Tourism New Zealand.

Central to the campaign is a series of visually rich and engaging vlog episodes, led by Li Xian, that spotlight New Zealand’s diverse attractions. From the country’s iconic natural landscapes to its vibrant cultural heritage, the content is designed to inspire Chinese audiences to consider New Zealand for their next holiday. By leveraging popular Chinese social media and travel platforms, the campaign will reach millions of potential visitors, tapping into trends that increasingly influence travel decisions among modern Chinese travellers.

In addition to visual storytelling, the campaign is strategically aligned with significant shopping and travel events in China, including the Double 11 and Double 12 shopping festivals, as well as the peak Lunar New Year travel period. By launching the initiative around these key dates, Tourism New Zealand aims to convert online engagement into tangible bookings, encouraging audiences to plan holidays influenced by Li Xian’s experiences and recommendations. The partnership is set to span an entire year, ensuring sustained visibility and engagement across multiple touchpoints in the Chinese market.

Beyond its immediate promotional impact, the initiative is also intended to deepen cultural connections between New Zealand and China. Through authentic narratives and experiential storytelling, the campaign highlights shared values, culinary experiences, and adventure tourism opportunities that appeal specifically to Chinese travellers. This approach aims to foster long-term affinity with New Zealand as a preferred holiday destination, beyond merely boosting short-term arrivals.

Tourism New Zealand’s strategy reflects a broader trend in international tourism marketing, where collaborations with high-profile local celebrities in target markets have proven effective in driving awareness and engagement. By enlisting Li Xian, the campaign combines star power with strategic timing and culturally tailored content, positioning New Zealand as an aspirational yet accessible destination for Chinese visitors.

As Tourism New Zealand works toward its goal of welcoming 3.9 million visitors by the end of 2026, initiatives such as this one play a pivotal role in supporting recovery and sustainable growth. The Li Xian campaign not only celebrates the natural beauty, culture, and adventure opportunities in New Zealand but also strengthens the emotional connection that inspires travellers to explore the country firsthand.

With carefully planned content distribution, strategic alignment with key travel periods, and an influential celebrity ambassador, Tourism New Zealand is set to drive meaningful growth from its Chinese market, paving the way for a vibrant and resilient tourism sector in the years to come.