With hundreds of millions of potential customers, Rotorua tourism operators are being encouraged to engage with the expanding Chinese market by hiring Chinese speaking staff.
Lakeland Queen general manager Terry Hammond said hiring his Chinese sales manager John Zhang five years ago was an excellent decision.
"John knows the business from the ground up. We originally had him running our front of house and his passion for the business was evident from the beginning. His enthusiasm and dedication made him perfect for this role.
"The Chinese government have allowed their people to travel up to five times more than before taking the Chinese spend from around $80 million to more than $600 million.
"Rotorua is in a prime position to capitalise on this, if we do it right. This market is going from strength to strength."
Mr Hammond said he had recently hired another Chinese speaking customer services manager to deal with the increasing numbers of Chinese travellers.
"They really love our product and we want to make sure they have the best time possible."
Agrodome general manager Grant Kilby said many Rotorua tourism businesses were following the company's lead after former manager Warren Harford introduced the concept almost 20 years ago.
Mr Kilby said the business had reaped the benefits ever since.
The company employ staff from China, Japan, Korea and South East Asia.
"Now a lot of attractions have recognised this and are developing their own practices. We are developing this even further now by looking at new markets for places like India and South America.
"We also need to make sure we get our share of Chinese travellers and need to keep the pressure on our airlines to get them to Rotorua. Bussing people out of Auckland is not maximising the potential of these visitors.
"When they are on a bus they are not visiting attractions or spending money," Mr Kilby said.
Rotorua's Accor hotels have also geared up for the Chinese tourism invasion by introducing China Optimum Service Standards to Novotel and Ibis hotels.
Under the programme, Accor hotels will provide a range of services specifically designed to cater for the needs of Chinese guests. These include particular foods as part of the breakfast buffet, Chinese speaking reception staff, Chinese language TV and newspapers, concierge assistance and other services.
Accor vice president New Zealand and Fiji, Garth Simmons, said Chinese travellers were looking for a a genuine Kiwi experience, but with services which made them feel comfortable, well-informed and welcome.
Chinese tourism snapshot
208,704 visitors, up 37.7 per cent for the year ending February 2013
31,536 visitors, up 106.4 per cent compared with February 2012
3,299,104 total days stayed for the year ending February 2013
15.8 days stayed on average
$3600 average spend per person
$651 million spent in the year ending February 2013
New Zealand statistics for the month ending February 2013