Chinese reality TV show could prove huge tourism boost for New Zealand
A Chinese reality TV show filming on location in New Zealand could deliver a big tourism boost for the country. Dad, where are we going? features five celebrity Chinese fathers taking their young children on a series of challenges and the finale will involve North Island locations.
Tourism New Zealand and Air New Zealand secured filming for the new series ahead of other international territories and see clear potential economic benefits having the country showcased to such a wide Chinese audience.
Dad, where are we going? is viewed by around a quarter of China’s population and the show’s hashtag has generated a staggering 12 billion mentions on social media since the current series started airing.
"There is no doubt that by featuring in the show, New Zealand will become one of the most talked about international visitor destinations of the year,” said Kevin Bowler, Chief Executive of Tourism New Zealand.
Added Jodi Williams, Head of Global Brand Development at Air New Zealand: "We know that the endorsement of others is one of the most influential factors in helping people to make travel decisions and when this comes from celebrities the impact is even stronger."
New Zealand has had a sustained international profile boost over the past two years with the release of Peter Jackson’s Hobbit trilogy, the third of which comes out this December. The Hobbiton set, rebuilt since the Lord of the Rings trilogy, is one example of a location from the films that’s become a permanent tourist attraction.
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