Tourism New Zealand has announced Chinese actor Li Xian as its new destination ambassador. Li, known for his positive public image and adventurous spirit, was selected for the role following a recent trip exploring the country’s key attractions. Li participated in various cultural and nature experiences across New Zealand, including Māori cultural activities on Christchurch’s Avon River, stargazing at Mount John Observatory, and a helicopter glacier hike. The appointment aligns with Tourism New Zealand’s “Find Your 100% Pure” campaign launched in Beijing this June. Li is a popular Chinese actor with over 24 million Weibo followers.