NZ profile raised through reality show

New Zealand's landscapes, culture and leisure activities will reach millions of viewers via China's popular Dad, Where Are We Going?.

New Zealand has scored a starring role in China's most popular reality TV show.

The show Dad, Where Are We Going? has spent the past week filming in the central North Island. New Zealand is the only international destination to feature in the hugely popular show watched by millions, now in its second season.

Tourism New Zealand and Air New Zealand competed against other international destinations for the show and New Zealand landscapes and people will feature in the last two episodes of season two. Each episode is 100 minutes.

The show follows five celebrity fathers and their children on an adventure to mystery destinations. In New Zealand the celebrities will experience local culture and accomplish a series of "missions" with, and against, each other.

Tourism New Zealand Chief Executive Kevin Bowler said it was a major coup for New Zealand to secure the broadcast.

"Season one of the show attracted one of the biggest nationwide audiences in China ever. It is estimated around a quarter of the population have watched it.

Air New Zealand head of global brand development Jodi Williams said "money can't buy" the reach of coverage via both the show and social media channels. Behind Australia, China is New Zealand's second largest visitor market with 243,472 arrivals for the year ended July 2014.