New Zealand Associate Tourism Minister Dover Samuels will lead a Maori tourism delegation to China from July 19 to 30.

A priority objective for the delegation is to investigate the China visitor market segment of the interactive traveler, evaluate their needs, the best method/network for servicing the segment and key contact persons, Samuels told Xinhua Wednesday.

The long time Maori tourism advocate has taken up an invitation from the New Zealand Maori Tourism Council (NZMTC) and the China and New Zealand Business Council (CANZBC) to lead this delegation.

"The time is right to take this delegation to China, this is a first for Maori Tourism and is an unprecedented event, which comes off the back of China being the fastest growing tourism market in the world. In 2005, there were 31 million Chinese outbound tourists, the majority of these being group leisure travelers; this is expected to increase by 30 million visitors in the next 10 years," said Samuels.

John Barrett, the Chair of New Zealand Maori Tourism Council, said interactive travelers are regular international travelers who seek out new experiences that involve engagement and interaction; they demonstrate respect for natural, social and cultural environments.

"To take advantage of this, the delegation will promote business-to-business relationships via seminar and one on one talks with travel agents and municipal government tourism officials, who will help facilitate the engagement of Chinese interactive travelers with Maori culture/tourism," said Mr. Barrett.

Maori tourism seminar will be held in Shanghai, Beijing, Chongqing and Guangzhou during the visit.

Whilst in Beijing Minister Samuels will call on the Chinese National Tourism Administration (CNTA) for high-level talks focusing on the quality of the tourism experience for Chinese visitors to New Zealand.