In New Zealand, Tourism New Zealand has launched an innovative online game into the China market, as part of its strategy to boost inbound tourism from a market it has identified as a major source of new travellers. China Southern recently launched flights to Auckland.

The game allows players to engage in a variety of tourism activities from across New Zealand within an online experience. The object of the game is to familiarise players with the rich variety of landscapes while participating in a wide range of activities available across the country.

The games titled, “Pure New Zealand, 100% Revival Tour” while something of a mouthful, is designed to encourage Chinese consumers to invite their friends to join a group and “experience New Zealand” via China’s popular blog site Sina Weibo or MSN.

The punchline is that people who sign-up to play, go into the draw to win an all expenses paid trip to New Zealand with up to five friends.

Tourism New Zealand Asia market general manager Mark Frood said the game was an extension from the Group’s New Zealand ‘100% Pure You’ campaign, that launched in New Zealand’s key markets earlier this year.

It remains to be seen how the gaming-led strategy evolves. In the year ending February 2011, New Zealand experienced a 25.9% increase in visitors from China, to reach a total of 129,000 over the same period the year before.