Japanese visitor arrivals to New Zealand have shown signs of returning to stability in the first half of 2010 with positive growth recorded in four out of the first...
Market Overview
As our fifth-largest visitor market, Japan remains a valuable
source of visitors for New Zealand. Although visitor arrivals have
been decreasing in recent years, average spend and length of stay
have shown increases and arrivals are forecast to return to growth
in 2010. The year started well with 13 per cent growth for the six
months to June.
Japan was heavily impacted by the economic downturn and
Influenza A (H1N1) Swine Flu outbreak last year. There is a
possibility another Swine Flu outbreak this winter could negatively
impact the signs of recovery that have been seen in the first half
of 2010.
Demographic and population changes in this market are impacting
interest in overseas travel. The youth sector is not travelling as
much, but New Zealand's core target market - older, more affluent
retirees - are.
Tourism New Zealand's focus is on how we can work more
effectively with key partners in Japan to maximise the value of the
50-plus market; and using PR activity to bring the New Zealand
holiday experience to life for consumers in this older age
bracket.
Changing travel preferences have seen the Japanese shift
gradually away from full package coach tour travel, with growing
numbers of Japanese choosing to travel New Zealand independently by
rental car, campervans and intercity buses, although there is still
a tendency to stick to major tourism centres.
While traditional travel agent/inbound tour operator
distribution still prevails, there is a growing independent travel
market and increasing number of free independent travel (FIT)
specialty agents.
Tourism New Zealand is also looking to build the luxury travel
sector of this market and raise awareness of what visitors can
experience as part of an FIT holiday. This includes a new focus on
special interest holidays such as golf, fishing, cycling, trekking,
kayaking and wine.
There is a reasonable level of repeat travel from Japan, with
just under a third of all Japanese visitors coming to New Zealand
more than once, and Tourism New Zealand is working on ways to grow
this even further.
Many visitors from our other long-haul markets will combine a
visit to New Zealand with another destination, usually Australia
but this is not the case with the Japanese market, with 85 per cent
of all visitors treating New Zealand as a single destination.