New Zealand’s Sustainable Tourism Vision: Strengthening China Ties and Beyond
In an exclusive interview with Travel and Tour World, Gregg Wafelbakker, General Manager Asia for Tourism New Zealand, shared key insights from ITB China 2025 and outlined the organization’s strategic roadmap for sustainable growth in China and broader Asian markets. With a focus on deepening partnerships and promoting eco-conscious travel, New Zealand is positioning itself as a leader in responsible tourism.
Key Takeaways from ITB China 2025
Wafelbakker emphasized the importance of ITB China as a pivotal platform for fostering international tourism collaborations. “China remains a critical market for New Zealand,” he noted. “The event allowed us to engage with key stakeholders, showcase our unique offerings, and align our strategies with evolving traveler preferences.”
Highlights from the discussions included:
- Demand for Sustainable Experiences: Chinese travelers increasingly seek eco-friendly and culturally immersive trips.
- Digital Engagement: Leveraging social media and digital platforms to connect with younger, tech-savvy tourists.
- Premium Travel Trends: A growing appetite for luxury and bespoke travel experiences.
Strategies for Sustainable Growth
Tourism New Zealand is doubling down on sustainability, ensuring that growth aligns with environmental and cultural preservation. Wafelbakker highlighted initiatives such as:
- Carbon-Neutral Travel: Partnering with airlines and accommodations to reduce carbon footprints.
- Community-Based Tourism: Supporting local Māori communities through authentic cultural exchanges.
- Biodiversity Protection: Promoting conservation efforts in national parks and marine reserves.
Expanding Beyond China
While China remains a priority, Wafelbakker revealed plans to strengthen ties across Asia, including India, Japan, and Southeast Asia. “Each market has unique opportunities,” he explained. “For instance, India’s rising middle class presents untapped potential for adventure tourism, while Japan’s travelers value pristine natural landscapes.”
Looking ahead, Tourism New Zealand aims to balance visitor numbers with sustainability, ensuring that the country’s breathtaking scenery and rich heritage remain intact for future generations.
For more updates on global tourism trends, stay tuned to Travel and Tour World.
