The campaign positions New Zealand as a place where visitors can reconnect with nature, enjoy world-class food and beverage experiences, and return home feeling refreshed and restored.

Tourism New Zealand Chief Executive René de Monchy says the campaign responds to a growing desire among Japanese travellers to step away from the pressures of everyday life and invest in experiences that support wellbeing and meaningful connection.

"New Zealand's spectacular natural landscapes, exceptional food and beverage experiences, and warm sense of manaakitanga (hospitality) create an environment where travellers can slow down and focus on what matters most.," says René de Monchy, Tourism New Zealand Chief Executive.

The campaign builds on positive momentum in the Japanese market. While visitor numbers continue to recover, Japanese visitation remains below pre-COVID levels, sitting at 80.7%, signalling an opportunity to further strengthen New Zealand's relevance and appeal in the market.

At the heart of the campaign is Japanese actress Kana Kurashina (1.2m Instagram followers), who has been appointed campaign ambassador. Known for her appreciation of wellbeing, food and authentic experiences, Kana was selected for her strong resonance with Japanese audiences and alignment with the campaign's themes.

Kana visited Auckland, Christchurch and Akaroa, immersing herself in experiences that reflect the campaign's focus on wellbeing, connection and restoration. 

Reflecting on her time in New Zealand, Kana says:

"Whenever I visit New Zealand, there's something about being surrounded by nature that brings me a sense of calm and restoration. I think perhaps 'a second home' is the closest way I can describe what New Zealand means to me. Every time I return, I leave feeling refreshed and renewed, both physically and emotionally."

Her personal connection to New Zealand and passion for wellbeing made her a natural choice as campaign ambassador, helping bring the campaign's message to life for Japanese audiences.

“This campaign supports Tourism New Zealand’s strategy to grow the value of tourism, including reaching our target of 3.9 million international arrivals by the end of December 2026. It works alongside activity in other international markets to build desire for New Zealand and audiences into visitors. Through this integrated campaign, we expect deliver 7,000 incremental arrivals to New Zealand,” says Mr de Monchy.

The campaign is being delivered through an integrated programme of PR, media partnerships, airline activity and trade joint ventures. Working alongside partners including Air New Zealand, JTB and HIS, Tourism New Zealand is connecting inspiring storytelling with practical pathways to travel, making it easier for Japanese visitors to turn their interest into a booking.

Early results demonstrate strong engagement with Japanese audiences. The campaign generated 68 pieces of coverage across television, travel, newspaper, lifestyle and entertainment media. Coverage delivered an estimated audience reach of more than 482 million and media value exceeding NZ$5.5 million.

In the year ending July 2026, New Zealand welcomed 79,000 visitors from Japan who contributed $269 million to New Zealand's economy (year to June 2026, IVS). Almost half of Japanese visitors to New Zealand are aged between 15 and 34, and solo travel is also common, with 44% travelling independently.

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