A $4.7 million campaign has been launched in China to bring more Chinese tourists to New Zealand.
The drive by Tourism New Zealand uses Chinese celebrities and social networking sites.
The goal is to boost visitor numbers from 100,000 per year to 160,000 within three years.
The ads are playing on television in Beijing and Shanghai, in taxis and on Chinese websites.
Tourism New Zealand says China is New Zealand's fastest growing tourist market.
Chief executive Kevin Bowler says the campaign will run until the end of June and is confident that the advertising will be effective.
