Tabi Salada, Japan’s leading travel show (that translates to Travel Salad) spent two weeks filming around New Zealand in January and showcased shoulder travel activities over four episodes (airing Saturday 17 February – Saturday 10 March).
The episodes followed Japanese TV presenter and model Mika Hirose as she travelled around Wellington, Marlborough, Rotorua, Bay of Plenty, Christchurch, Franz Josef Glacier, Queenstown, and Glenorchy. Each of the four episodes featured two destinations with Miss Hirose taking part in activities as wide ranging as beer tasting at Wellington’s Garage Project craft brewery, punting on the River Avon in Christchurch, mountain biking in Rotorua, a gourmet food tour in The Bay of Plenty, and heading down the Dart River in an inflatable ‘Funyak’ canoe.
Japan is a significant travel market for New Zealand with more than 69,000 Japanese holiday arrivals in the year to January 2018.
“Japan is New Zealand’s second largest Asian market and it is a group that travels in both our peak and shoulder seasons. While the ‘golden route’ such as Auckland and Queenstown is popular with Japanese visitors, we envisage new interest in other destinations following the airing of Tabi Salada, particularly among the younger independent traveller market keen to experience what they saw on the show,” says Gregg Wafelbakker, Tourism New Zealand’s General Manager – Asia.
“Tabi Salada’s format provides a great way of showing the diversity of New Zealand’s landscapes and activities in our regions, and the ease of getting from place to place. The crew had excellent support from regional tourism operators and Air New Zealand provided discounted travel for the shoot.”
Around 20 million viewers watched the four Tabi Salada episodes, with the New Zealand segments generating $4.5 million in equivalent advertising revenue.