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Targeting Equestrian in China

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Diana Dobson

Horse of the Year Show director Kevin Hansen is winging his way to China this week in an effort to attract riders, owners and spectators to future shows.

Hansen is deputy leader of the New Zealand China Equine Trade Mission that includes breeders, horse freighters, polo companies, stables and tourism, among others who will spend a week in the Asian nation.

“There is a lot of money being put into horses and riders in China and the beauty of it is that there are just a handful of major stables in control of it all,” said Hansen, who will also attend a world cup qualifier while in the country.

“These stables are bringing in some top overseas trainers to work with their riders.”

Hansen will also meet with the Beijing Olympic team.

“I’m looking forward to learning more about this exciting new market for us,” he said. “It’s easy to say you are going to China to attract business, but it has to be targeted and that’s a little easier for us because the equestrian is so contained.”

Hansen says it is another leap forward in raising international interest in a show that already captivates people from around the globe.

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