Destination Rotorua business development manager Asia Cynthia Fang said Chinese visitors contributed $50 million to the Rotorua economy in 2017, making China Rotorua's second largest market in terms of value.
"The total arrivals to New Zealand during Chinese New Year in 2017 was approximately 506,000 visitors measured from the end of January to beginning of February."
Rotorua usually attracted about 80 per cent of arrivals, she said.
Rotorua tourism operators and retailers also embraced Chinese New Year with moves such as welcoming people in Chinese or putting up decorations, she said.
"On the horizon for 2018 there is forecast to be a 15 per cent uplift in visitor arrivals for Chinese New Year due to the popularity of the destination and increased air connectivity out of China."
I-Site and Visitor Centre general manager Graham Brownrigg said there seemed to be more Chinese nationals visiting Rotorua compared to last year.
He had noticed they tended to be travelling as independent travellers, rather than in tour groups.
There had been strong interest in cultural performances recently, with some performances booked out in the past few days.
Elite Adventures director Trent Neilson said there were usually more Chinese visitors in town during the Chinese New Year period - but that didn't mean local operators were reaping the benefits.
"They travel in their own cars, but you do see more around town."
Neilson said it was hard for local operators to target the Chinese market because they tended to use Chinese-based operators who would only go to certain shops and stay in certain hotels.
"It's definitely a market we need to be aware of, but is it really adding value?"
