A campaign to bring Chinese New Zealanders to Rotorua was launched in Auckland this week.
This includes a competition to create a Rotorua itinerary that will appeal to the 200,000-plus Chinese living in New Zealand.
Named 3+2 Love Rotorua, the competition was aptly launched on Valentine's Day and requires entrants to create a three-day, two-night itinerary - from accommodation and dining to activities - in one of four categories - Family Fun, Luxury, Romance and Adventure.
Winners will be announced on April 18 and prizes include two return tickets to China, sponsored by China Southern Airlines, and a mystery Rotorua holiday package.
Destination Rotorua Marketing Asian business development manager Shelley Huang said this was a good place to start educating the Chinese market about what there was for them in Rotorua and a good way to find out what this market is looking for in a holiday or short break destination.