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A unique approach to hosting large incentive groups has seen Tourism New Zealand and its partners secure incentive business from China worth at least $50 million dollars. 
Amway China will be sending 10,000 of its elite sales people to Queenstown in 2018 for five days, thanks to the efforts of Tourism New Zealand, Destination Queenstown, Air New Zealand and Immigration New Zealand. 
The group will visit in multiple waves of 500 in autumn 2018. 
Tourism New Zealand Chief Executive Kevin Bowler says it’s a massive win. It will spread visitors across the off-peak season, supporting employment and bringing significant economic benefit. 
“The $50 million in value is estimated just from Amway’s spend on the incentive alone. Each of the 10,000 staff will also contribute additional personal spend while in the country bringing the total even higher. 
“The win also sends a clear message that New Zealand is a significant player in the incentive business sector.  
“It comes as a result of collaboration at its finest. We know that one of the key reasons New Zealand won was because of the coordinated approach we took and the proposal that answered all of Amway’s questions.
“Tourism New Zealand’s role is to identify the opportunity, create a relationship with a business and bring our marketing expertise to the table, to support a competitive bid,” he explains. 
“We then look to industry partners to deliver the most compelling offer possible. Once again, Air New Zealand, Destination Queenstown and numerous local Queenstown businesses stepped forward to make this happen. 
“Immigration New Zealand also played a pivotal role as bringing 10,000 Chinese into the country will require significant coordination and efficiency in regard to visa processing.” 
Mayor of Queenstown Lakes District Vanessa van Uden says Queenstown will pull out all the stops to welcome Amway China’s elite sales representatives.
“I am sure that our community will be very excited to learn that Queenstown is Amway China’s chosen destination. The benefits will extend far outside Queenstown itself. Other communities right across the district will see these visitors, and feel the impact of their time here.”
She says: “We are developing strong links with China through our sister city and commercial relationships with Hangzhou. Amway’s visit to Queenstown will provide the opportunity for our local business community to give them a unique experience that they will love.
“Queenstown always offers a warm welcome to overseas visitors and we are already known as a top destination for business travellers. We are known as the adventure tourism capital of New Zealand so if Amway’s visitors would like to hurl themselves off a bridge at the end of a bungy cord, or take a swift ride in a jetboat, they will be thrilled with what they find here. 
“Equally, if they would like to soak up the views while enjoying fine food and wine, or saunter around our local trails, then they will be delighted.”
The win was publicly confirmed by the Prime Minister and Minister of Tourism John Key at a press briefing in Shanghai. 
Air New Zealand’s Chief Executive Christopher Luxon says that attracting high-value incentive business from China to New Zealand during the shoulder season is a fantastic example of working together to supercharge New Zealand’s success. 
“We congratulate everyone on winning this business for New Zealand, which is a great validation of working in partnership for mutual benefit.  
“Together with the other partners, Air New Zealand was able to create an innovative and compelling offer to ensure our guests from Amway have an outstanding and uniquely New Zealand experience from the moment they step on-board.”
Glenn Baker

Glenn is a professional writer/editor with 50-plus years’ experience across radio, television and magazine publishing.


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