New Zealand Engages China’s Silver Travelers with Photo Contest

New Zealand’s silver traveler photography competition received more than 2,000 entries

In March 2026, Tourism New Zealand launched a targeted campaign for China’s “silver travel” market, or travelers aged 50+. The campaign’s centerpiece was a photography competition, which attracted more than 2,000 entries from Chinese consumers and travel agents – offering an excellent case study on how to engage the silver travel market and encourage UGC sharing online.

The campaign’s themes spoke directly to silver travelers’ interests – wellness, nature, comfort, and immersive experiences – using familiar platforms, trusted voices, and inspiring stories that resonate with Chinese travelers and their families. This was guided by research on China’s silver travel market conducted by Dragon Trail International on behalf of Tourism New Zealand, with an in-person session and offline survey of a Shanghai-based travel club for retirees held in January 2026.

At the campaign launch event in Shanghai in March 2026, and through digital travel trade channels, Tourism New Zealand called on travel trade partners to collaborate in the campaign and co-create innovative, high-quality travel products designed for Chinese silver travelers. Senior travelers who booked a trip to New Zealand through the tourism board’s partner travel agencies during the campaign period also had the chance to receive a surprise gift from Tourism New Zealand.

Photo themes included nature, wildlife, food, and must-see attractions

The UGC photo and video competition was open to both tourism professionals and travel enthusiasts aged 50+. Participants uploaded their own photos or videos featuring silver travelers in New Zealand through the tourism board’s WeChat mini-program, with prizes including handheld cameras, power banks, and more.

Competition winners accept their awards at a ceremony in Shanghai, June 2026

The competition attracted more than 2,000 entries in total, with content themes including nature, wildlife, gastronomy, and must-visit attractions. Nine silver travelers and nine travel agents were chosen as winners, with an awards ceremony in Shanghai in June 2026. The consumer contest winners came from across China: Beijing, Dongguan, Guangzhou, Shanghai, Shenzhen, Suzhou, and Tianjin, with the travel agents mostly based in first-tier cities.

The campaign was also supported by promotion from Tourism New Zealand’s own WeChat and Douyin accounts, in addition to a silver KOL promotion on Chinese social media that generated more than 3.3 million views and 195k engagements.