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Wildlife and water imagery top for China and Japan markets

New Zealand wildlife and water imagery topped the list in the latest image testing for our China and Japan visitor markets.

The latest image testing involved 900 Chinese and Japanese people within the target market of those actively considering a holiday in New Zealand. These Active Considerers evaluated more than 150 images showcasing New Zealand places and experiences.

“China and Japan are our top Asian markets, both with strong growth potential. Understanding the kinds of imagery that is most effective for marketing is critical for Tourism New Zealand and the wider industry,” says Tourism New Zealand General Manager Asia, Gregg Wafelbakker.

“China and Japan make up 11.2% and 2.8% of all international visitor arrivals respectively, which equates to more than half a million people each year. This is a hugely valuable visitor pool that the tourism industry can benefit from more deeply understanding.”

Testing by Kantar TNS in the China and Japan markets each showed that Active Considerers have a particular preference towards wildlife or water imagery – including lakes and beaches. Chinese Active Considerers had a strong preference towards passive activities and attractions, while Japanese Active Considerers also rated some adventure activities well. The lowest performing images in both markets generally depicted physically demanding or high-adrenaline activities.

Image testing identifies which New Zealand image themes have the strongest long-term brand building potential within an active considerer market. The research also identifies experiences that are likely to be of particular interest to that market. These insights help to inform marketing approaches to inspire those considering New Zealand as a destination to research and book their next trip here.

For the year ending December 2017, Chinese holiday visitors contributed $1.12 billion to the New Zealand economy. Japan visitors contributed $202 million.

To access the latest top rating images for each visitor market, visit the ‘Top Picks’ section of Tourism New Zealand visual library.

For latest research and insights, visit Tourism New Zealand's research page

China 

High-performing images

  • Wildlife (particularly dolphins)
  • Sunsets
  • Milford Sound
  • Walking near water
  • Food and wine
  • Hobbiton
  • Kaikoura dolphin watching

Experiences of interest to market

  • National parks
  • Food and wine
  • Beaches and coastal areas
  • Lakes and rivers
  • Marine reserves
  • Māori culture

Japan

High-performing images

  • Stargazing / Night sky
  • Milford Sound
  • Wildlife
  • Geothermal sites
  • Glaciers

Experiences of interest to market

  • Changing seasons
  • Exploring by boat/ferry
  • Glaciers
  • Marine reserves
  • Glow worm caves
  • Fjords
  • Food and wine
  • Māori culture