You're only young once

A number of activities in our Japanese market are pointing young Japanese tourists in the direction of New Zealand more than ever. The most recent of these is the publication of the first New Zealand edition of popular Japanese guide book, co-Trip.

Tourism New Zealand is proud to have supported the development of this inaugural edition which complements the other 100% Pure New Zealand  PR, trade and campaign activity targeting the youth segment.

Co-Trip is one of the most popular and well trusted guidebook brands especially for females in their 20s-30s in Japan, selling over 10 million copies since 2008. As well as being cute, discreet and easy to carry the information is targeted and reliable. This is the first time that a New Zealand edition has ever been published and is the first ever guidebook in Japan tailored to the youth segment.

"This is a great initiative to capture the attention of our vibrant youth market, which represents a significant growth opportunity for New Zealand tourism," says Nick Mudge, Tourism New Zealand  Regional Manager for Japan.

The Japanese youth market has experienced a very positive growth rate of 10.1 per cent in the past year, with numbers now reaching over 30,000.

"Our research shows that Japanese youth have the flexibility to travel to New Zealand outside peak season, which fits well with our goal to spread the flow of visitors more evenly throughout the year."

"Like the youth market in general, Japanese youth tend to pack in as many activities as possible into their trip. This means that they are likely to spend more too."

The 112 page guidebook promises readers that a New Zealand holiday will refresh them whilst providing new adventures and experiences such as wine-tasting, hot springs, whale watching, nights under starry skies and world heritage fiords.

Recommended activities include hiking, cycling and marine sports - as well as city exploring with hints on where to eat and what to buy.  Featured destinations include Auckland, Rotorua, Christchurch and Queenstown as well as surrounding regions.

"The guide book has only been on sale a short while but feedback is positive and we're also seeing encouraging interest from trade partners to use these guide books in their own promotions targeting youth," says Nick.

Japanese speakers can review the New Zealand edition of co-Trip here.

In addition to research for specific sectors, Tourism New Zealand invests in other in-market research, such as the active considerer research and visitor experience monitor survey.

A quick Japan market snapshot is available here.