Connecting and selling New Zealand's unique seasonal tourism offerings to the world

Hotel Novotel  
Rotorua, Lakeside
17 May 2015


Auckland Airport warmly invites you to join us for the 2015 Asia Summit on Sunday 17th May at Rotorua's Novotel Hotel.

This year’s Asia Summit conference will be held in Rotorua, New Zealand’s cultural and geothermal centre. The one-day conference will explore the Four Seasons, Five Senses programme.

The Summit will focus on analysing current trends, research and insights into Chinese travellers' habits and desires when it comes to visiting New Zealand and identify the ways in which we can amplify these, as well as where the areas of opportunity and challenge lie.

Join us in Rotorua to hear some of the industry's most knowledgable players discussing tactics and strategies that can help create a long-term, sustainable tourism proposition for New Zealand. Speakers will be participating in both key note addresses and panel discussions where we will workshop some of the following questions/issues:

  • What are Chinese travellers seeking when they travel to New Zealand
  • What are the areas we need to better develop to improve travel to New Zealand?
  • What new Chinese marketing channels are available and how do we use them?
  • How do we best develop product for China?
  • How do we create a sustainable tourism proposition over a 12-month period?
  • Speakers include:

  • Norris Carter – General Manager Aeronautical Commercial, Auckland Airport, BE (Hons) MBA
  • Deng Chen, Auckland Airport SVP, China Business Development (in China)
  • Adrian Littlewood, CEO, Auckland Airport
  • Dr Matthew McDougall, CEO, Digital Jungle
  • Louise Beard, Partner and Director, Forward Insights & Strategy
  • Kate Deng, Director, KateTravel
  • The day will include a buffet lunch. Make sure you secure your place at this event and hear from local and international key note speakers.

    Agenda times

    9:30am – 10:00am  

    Registration and morning tea

    10:00am – 10:25am  

    Adrian Littlewood, CEO, Auckland Airport Auckland Airport high-level update

    What is our vision for the future? (passenger numbers)

    4 Seasons/5 Senses

    Announcement of competition

    10:25am – 10:45am  

    Mr. He (Airline expansion out of China and insight into the rapidly growing Chinese traveller to New Zealand)

    10:45am – 11:30am  

    China market – key insights (MBIE/AIA)

    Louise Baird ForwardHQ

    11:30am – 12:30am  

    Chen Deng

    Kate Travel

    Mark Frood

    12:45am – 1:15am  

    Buffet lunch

    1:15am – 2:05pm  

    Social media in China

    Digital Jungle CEO Dr Matthew McDougall

    2:05pm – 2:55pm  

    New Zealand operators and product showcase

    “How to work in China”

    Zorb and others

    2:55pm – 3:00pm  

    Closing Address

    Norris Carter GM Aeronautical Commercial, Auckland Airport


    * Please note this agenda is subject to change.

    Keynote Speakers

    Deng Chen

    Auckland Airport, SVP China Business Development (based in China)

    Deng Chen joined Auckland International Airport Limited in October 2014 as SVP China Business Development, based in China. His role is to work closely with key tourism, airlines partners and airline to develop tailored programs that work to attract high value travellers from China to visit New Zealand.

    Deng was born in China and lived in New Zealand for 14 years where he worked in senior business development roles including Real Journeys, a major tourism company based in New Zealand's South Island. In these roles he demonstrated his expertise in market analysis, sales strategy and contract negotiation while he gained in-depth knowledge of New Zealand and its tourism offerings. Prior to Real Journeys he held a business development project position for both the University of Otago and New Zealand Trade and Enterprise.

    Deng has both a Bachelor of Commerce and a Masters of Entrepreneurship from Otago University in New Zealand. He was also awarded the New Zealand Chinese Business Elite Award (Marketing Excellence) sponsored by the Bank of New Zealand in March 2013.

    Adrian Littlewood

    Adrian Littlewood is the Chief Executive of Auckland Airport, one of New Zealand's largest companies by market capitalisation and is listed on the NZX and ASX. The organisation also has investments in Queenstown Airport and North Queensland Airports Group.

    Adrian leads the airport's senior management team and is responsible for setting the strategic direction and working with the Board to drive travel, trade and tourism growth. Adrian is the Chair of the New Zealand Airports Association, the Co-Chair of the Australia New Zealand Leadership Forum, a director of the New Zealand Tourism Industry Association and a former director of North Queensland Airports Limited.

    Previously, Adrian has undertaken a number of strategy, marketing, management and corporate law roles during his extensive career in New Zealand and the United Kingdom.

    Dr Mathew McDougall

    Founder and Chief Executive Digital Jungle

    Dr. Mathew McDougall grew up between Australia and New Zealand and has 23 years of experience in the Internet technology and digital marketing. Matthew is a renowned expert on digital marketing, especially in the area of Chinese digital marketing and spent over 10 years working in China. He has also spent time working in Australia, UK, US and Japan.

    Dr. McDougall founded the digital marketing agency called, "Digital Jungle" in early 2011. This multicultural digital agency wanted to assist Western organisations that needed support in marketing to a Chinese audience.

    The company's digital solutions include social media, search marketing, affiliate-marketing, eDM and ePR services. Digital Jungle takes an integrated, measurement centric approach with most campaigns by using web and social media analytics systems to determine the what, where and how on the campaign insights, its actions and outcomes.

    Norris Carter

    General Manager Aeronautical Commercial, BE (Hons), MBA

    Norris is responsible for the sustainable growth of the vital air services and markets that fuel New Zealand tourism and trade. He works on developing and growing new and existing commercial relationships with airline, trade and tourism customers, covering both passenger and freight activities.

    Norris joined Aeronautical Commercial in 2014 with over 20 years' experience in airline, strategy and commercial management roles. Previously, Norris worked for Qantas and played a leading role in the growth of its highly profitable frequent flyer business and more recently he led strategy, network planning and revenue management for the airline's international operations.

    Norris started his career at IBM in Sydney, then moved into strategy consulting at The Boston Consulting Group.

    Louise Beard

    Partner and Director of FORWARD Insight & Strategy

    Louise has over 20 years experience in research and strategic planning across a range of sectors – tourism, primary sector, FMCG and services marketing. As the partner and director of Forward Insight & Strategy, Louise invests

    Her time in supporting the growth and development of New Zealand businesses.

    Louise had have extensive involvement in the tourism sector understanding the needs of visitors from multiple markets throughout Asia, with particular focus on China. This has provided pragmatic direction for brand product and communication development.

    Kate Deng

    Director, KateTravel

    Kate Deng's career in travel business started in Christchurch, NZ with i-site in 2004 where she quickly became one of the top sales representatives of the entire i-site network. After moving back to China, Kate joined Flight Centre in 2012 where she worked as an award-winning travel consultant in FC Shanghai.

    During this time, she noticed how the popularity of New Zealand was growing immensely in China's FIT market. A move back to New Zealand signified the beginning of KateTravel, a tour company that started in 2013 with a focus on FIT travel and tailor-made itineraries. Since then, KateTravel has been the official business partner for Sina Travel and Weibo and has made remarkable progress in the Chinese FIT market.

    In the last two years, KateTravel has become one of the top tour retailers for independent tourists from China and has worked with a number of regional companies in New Zealand. It has also become the exclusive business partner of Anzcro in China.

    Kate is dedicated to continuing the success of KateTravel by introducing more of the Chinese FIT market to New Zealand. Social media and word of mouth marketing have helped her to set up a brand image in China as a New Zealand travel expert.


    Presentations regarding the Asia Summit will be uploaded as they are released.

    Download Adrian Littlewood's presentation
    Download the video presentation

    Download Dereck Melnick's presentation
    Download the video presentation

    Download Louise Baird's presentation
    Download the video presentation

    Download Mr. He Zongkai's presentation
    Download the video presentation

    Download Deng Chen, Kate Deng and Mark Frood's presentation
    Download Deng Chen's video presentation
    Download Kate Deng's video presentation
    Download Mark Frood's video presentation

    Download Dr. Matthew McDougall's presentation
    Download the video presentation

    Media, Competition, Resources

    Media Releases regarding the Asia Summit will be uploaded as they are released.

    All media enquiries to do with Asia Summit 2015 need to be directed to:

    Katie Moore

    Conference Resources

    Download Auckland Airport's Ambition2025 (PDF 1MB)

    Download Auckland Airport's Ambition2025 Asia (PDF 1.8MB)

    Download Auckland Airport's High Opportunity Target Markets (PDF 6.9MB)


    Download Asia Summit 2015 Prize Flyer (PDF 560KB)

    Download Entry Form (DOCX 60KB)

    Asia Summit 2014


    General enquiries:


    Lake End,Tutanekai Street 3010 Rotorua, New Zealand

    +64 7 3463888