"We want to help the large population of Auckland Chinese become aware that Rotorua is an activity playground on their doorstep, just 2.5 hours away, which is suitable for multiple annual visits with friends and relatives visiting from Chinese-speaking countries."
Huang said many people in this market did not have up-to-date knowledge of what Rotorua had to offer and the promotion was a chance to educate them and provide great experiences for them.
"The knowledge and passion they have about Rotorua will grow by two, three or four times as it is shared with family and friends."
She said it was the first regional tourism competition and media campaign to specifically target Chinese New Zealanders.
"We'll really get to understand where Chinese want to go and what they want to experience."
Destination Rotorua Marketing general manager Oscar Nathan said the China market was key to the growth of tourism in Rotorua.
"We have identified the domestic Chinese community and 'visiting family and relatives' market as being extremely important to us achieving this goal and we welcome them with open arms."
