Air New Zealand is launching a new three-times-a-week direct service to Shanghai later this year.

Peter Elmsly, currently Air New Zealand's general manager for eastern region, has been appointed as regional manager for Greater China from May 1.

The direct Auckland to Shanghai service will start later this year.

Based in Shanghai, Mr Elmsly will be responsible for China and Hong Kong operations, including the launch of the Shanghai service.

China is New Zealand's sixth biggest source of visitor arrivals with more than 88,000 visitors to New Zealand in the year ending February.