International tourism buyers are looking forward to returning to Rotorua for Trenz 2016, which begins at the Energy Events Centre Tuesday night.
Some of the world's most influential travel and tourism buyers will negotiate millions of dollars' worth of new business when more than 350 international buyers from 28 countries arrive in the city.
It is the highest number of buyers to attend the event since 2007 and is 10 per cent up on Trenz 2015.
Attending the annual tourism trade show is Xtreme Destination managing director Chintan Kayani from India.
"We feel New Zealand is highly addictive when it comes to the Indian market.
"People love coming to Rotorua. Our clients love to spend at least three nights in Rotorua to experience products Like Off Road NZ, Agroventures, Agrodome, OGO, white water rafting and much more.
"The future of New Zealand tourism is going to be awesome. We live for New Zealand," Mr Kayanu said.
Wang Bingjia is product manager for Shanghai CYTS Tour Corporation in China and said Rotorua was the "must go" destination for many of her clients.
"They are keen to experience the Maori culture, thermal reserves, spas, farm tours and shows, outdoor adventure, and lakeside leisure time."
She said Rotorua's friendly locals were a great feature of a visit to the city and provide "relevant information when the visitors need help".
"With increasing personal income and new tourism concepts in China, more visitors decide to choose to travel to a single destination and travel in-depth," Ms Bingjia said.
"New Zealand is a popular tourism destination with good quality tourism facilities, activities and attractions which can be suitable for visitors of all different ages."
Askja Reizen product manager Saskia van der Meij from the Netherlands brings mostly independent travellers between 35 and 70 years old to New Zealand.
"They enjoy nature in combination with soft adventure, outdoor-based activities and staying in small-scale, personal accommodation to meet the locals who make New Zealand worth visiting.
"Rotorua is a special place. In the Netherlands we are not exposed to the forces of nature like Rotorua."
Ms van der Meij said maintaining and strengthening contacts with businesses and suppliers was also important.
"You become friends over years and help each other to grow businesses, so we can both benefit from this.
"The diversity of Rotorua and the friendly vibe make it a pleasant place to attend a show like Trenz. Nice cafes, good restaurants, experiencing the local Maori culture, being able to walk along the lakeshore, visiting the redwoods by foot or mountain bike or taking a mud bath after a long day of appointments.
"And, of course, the famous smell, that can only be experienced in a few other places on the planet."