Air New Zealand, the nation's flagship carrier, will begin daily nonstop flights from Shanghai in January 2013 to provide a seamless connection between China and the island nation.

It will add flights on Wednesday and Sunday at the start of the year to increase the number from five to seven each week.

Air New Zealand adds flights to better serve its China market. [Photo/China Daily]?

Sandeep Bahl, regional general manger Asia of Air New Zealand, is confident of a surge in travel between the two countries in the years to come.

"We're a very innovative and charming boutique airline that meets the leisure and relaxation needs of affluent Chinese travelers and those with a live-for-fun attitude," he said.

A clear trend is increasing numbers of Chinese with the means to travel overseas as an important measure of their happiness. More and more are opting for up-close contact with nature and prefer leisure travel other than the hustle and bustle of group tours.

Creativity and fun are signature features of the airline. A cabin crew even wore nothing but body paint in an advertising campaign two years ago claiming there is nothing to hide in the transparency of its airfares. The video went viral online.

"We want to make sure our customers traveling with us feel safe and have fun since the majority of the passengers come to New Zealand for holiday relaxation," he said. "But safe doesn't mean it has to be rigid and the customer has to be disciplined."

That fun starts with the check-in counter reception followed by the cabin safety video after you get on board.

"I just cannot help giggling while watching the safety guidance video, so do others around me. We all attentively watch it, which usually very boring and attracts no attention in other airlines, " said a 20-something female passenger.

"Premier five-star service can be fun, warm and friendly. That's kind of New Zealand spirit," said Jessica Yip, brand manger Asia of Air New Zealand.

Statistics show that the Chinese arrivals to New Zealand grew by 38.3 percent in 2011 and 25.4 percent to date this year. A big Chinese visitor influx came in 2007, with 38.8 percent growth from the previous year, followed by a 21 percent rise in 2008.

But there was a setback in 2009 and 2010 due to the economic downturn, when Chinese arrivals decreased by 3.2 percent and 16 percent.

The airline is also working closely with trade partners in Beijing and Shanghai on the incentive travel. "We have great destinations for companies to reward their employees," said Bahl.

liuweifeng@chinadaily.com.cn