Tourism New Zealand wanted to upgrade their B2B marketing to China and increase their reach, providing fresh knowledge and resources to the travel trade to help them build and sell tourism products to New Zealand. In March 2025, Dragon Trail helped New Zealand to launch and promote the all-new 100% Pure New Zealand Specialist Program, available through the Tourism New Zealand Trade Marketing Hub mini-program on WeChat.
During the two-week incentive campaign to promote the new training course from 6-21 March 2025, we achieved outstanding results for Tourism New Zealand:
• +1,500 new signups by Chinese travel agents for the New Zealand Specialist Program
• +1,000 Chinese travel agents completed the foundational program and became certified Graduate Specialists
• +600 travel agencies took part, promoting the course to their employees.
The New Zealand Specialist Program is hosted by Dragon Trail’s China Travel Academy – a WeChat-based e-learning platform for travel agents, and easy-to-access through the Training section of the Tourism New Zealand Trade Marketing Hub.
We organized the course into two parts, with a basic foundation course to start, followed by an advanced follow-on program. The eight foundation courses provide travel agents with practical information and essential knowledge about traveling to New Zealand, including climate, getting around, year-round experiences, Māori culture, and introductions to different regions of the country. Travel agents need to complete the eight foundation courses to receive a personalized Graduate Specialist certificate, and access to the New Zealand Specialist Program’s advanced courses, which offer diverse, in-depth ideas and inspiration for designing travel products, with new content added regularly.
To promote the launch of the all-new New Zealand Specialist Program, we ran a two-week campaign from 6-21 March 2025, incentivizing travel agents and travel agencies to complete the specialist course and also promote the program within their professional networks, with giveaways and a public leaderboard. Prizes included New Zealand products ranging from kiwi fruits to cosmetics, as well as high-value electronics.
2025’s New Zealand Specialist Program marks a new stage in New Zealand’s engagement with the Chinese travel trade, building expertise and connections to benefit Chinese tourism to New Zealand for years to come.
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