More tourists are coming to New Zealand, but fewer are coming from China.

307,000 people came to New Zealand in April, up 8.2 percent on the same period last year, but visitor numbers from China continue to decline.

Just 36,000 Chinese came here last month, down 21 percent on the same month last year.

China remains our second largest tourism market behind Australia.

Tourism Export Council of New Zealand chief executive Judy Chen told Heather du Plessis-Allan last year there was a really large incentive group so naturally this year's figures have dropped.

"The phenomenal growth we've seen from China has slowed, as was expected from the market. Also there has been more competition as well, with activity out of Australia, Europe, US."