Auckland airport will put a greater emphasis on attracting more visitors from China over the next year.
"Our strategic review identified that while the China market was growing significantly there are issues with the value proposition for industry participants," the airport says in an investor presentation.
It adds that Chinese retail spending at the airport is 2-2.5 times the average passenger spend, which helped to contribute towards a 1.6% increase in overall passenger spend rates excluding tobacco products.
The airport has worked with immigration authorities and others in the travel industry to make it easier for independent Chinese travellers to visit New Zealand. This has included removing barriers for Chinese travellers seeking to obtain visas, as well as launching a new platform on social media site Sina Weibo.
The market between New Zealand and China has been growing steadily, with Air New Zealand adding frequencies on its Shanghai services. China Southern Airlines is also planning to add additional seasonal frequencies on its Guangzhou-Auckland service between December and February.
Auckland airport recorded a 25% rise in full-year profit to 30 June to New Zealand dollar (NZ$)178 million ($141 million).