“The pool of people in Japan considering a holiday in New Zealand has been in decline since COVID, and appeal for New Zealand also remains lower than pre pandemic. Cost of living pressures and readiness to travel have contributed to this decline. Tourism New Zealand’s new activity aims to rebuild desire and appeal for destination New Zealand in Japanese consumers,” says Tourism New Zealand Chief Executive Rene de Monchy. 

“Tourism is a critical contributor to New Zealand’s economy and is now the second largest export earner. Prior to COVID Japan was our fifth largest market. In 2023 New Zealand welcomed 26,436 holiday visitors from Japan who contributed $95 million to our economy.

“New Zealand can deliver an exceptionally fun and exciting holiday – our research shows this is important to Japanese visitors. 

The activity demonstrates New Zealand is a destination that can provide high-value, once-in-a-lifetime experiences – multiple times over during a trip here.

It includes three short films showcasing relaxing hot pools in Rotorua, our starry night sky in Tekapo and New Zealand's delicious food and wine in Central Otago. These represent iconic experiences and strong motivational drivers for Japanese consumers. Each film features authentic locals delivering a warm, inviting simple message to showcase how welcoming and friendly Kiwis are.

There are currently 5.4 million people actively considering visiting New Zealand in the Japanese market. Research shows holiday visitors from Japan want to experience New Zealand's wildlife activities, cultural experiences, food and wine and adventure tourism. Over 71% of holiday visitors from Japan arrive in New Zealand’s off-peak season, spending on average $3,910 and staying for around 7 days per visit. 

Find out more about the Japanese market here(opens in new window).