Market overview

Japan is New Zealand's second-largest Asian visitor market, bringing contributing around $266 million to New Zealand's economy each year. Tourism New Zealand remains committed to Japan for it's current value and future potential.

New Zealand is currently seeing limited growth from the Japan market following a strong growth phase over recent years. However, the outlook for Japan remains positive with the upcoming Rugby World Cup and Olympics signalling a buoyant economy.  

Tourism New Zealand organises and participate in a number of offshore training and networking events with travel sellers each year which New Zealand regions and operators can take part in. Take a look at our event calendar for more information.

Key insights 

  • Our primary target segment in Japan is independent professionals.
  • The traditional peak period for Japanese visitors is from November to March.
  • Research shows Japanese youth are motivated by adventure and refreshment and active boomers by nature and the outdoors, which is great news for New Zealand as these types of activities exist in abundance.

Marketing and trade activity

Marketing communications in Japan is used to grow motivation and preference for New Zealand as a holiday destination, in line with our seasonal and regional dispersal strategy.

Key marketing activities include the implementation of the 100% Pure New Zealand campaign and joint venture campaigns with online travel agents (OTA’s) and airlines. Both of these focus on driving shoulder season travel to New Zealand.

We also have global media partnerships that enable us to deliver strong destination engagement in display and social media through targeting capabilities. 

Our international travel trade training programme, the 100% Pure New Zealand Specialist Programme, is active in the Japan market. The programme up-skills travel agents’ knowledge of New Zealand so they can better sell it as a holiday destination. As part of this programme selected travel agents are invited to New Zealand on familiarisation (famil) trips to experience the product they are selling to their client.

100,000 New Zealand welcomes this many visitors from Japan each year.

We also host and attend travel trade events in Japan, such as KiwiLink Japan. To see more upcoming events, visit our Events page.

Airline activity            

Air New Zealand operates daily flights from Narita International Airport to New Zealand, increasing to 10 times a week during peak season.

More information

Exchange rates: www.xe.com

GDP growth: www.economist.com

For more information on the Japan economy view the New Zealand Trade and Enterprise’s Japan market guide