Japan is New Zealand’s eight largest market by arrivals.  

Key market insights:

• Japan delivered 76,000 arrivals last year, with holiday travellers accounting for more than three-fifths (61%) of all visitors.
  Visitation is distributed relatively evenly throughout the year, with both winter and summer attracting strong demand
• The average length of stay for holiday visitors is 8 days
• 68% of visitors from Japan arrive during New Zealand’s off-peak seasons (March – November)
• Japanese visitors contributed over NZ$250 million to New Zealand last year, including NZ$178 million from holiday travel.
  Holidaymakers spent an average of NZ$4,381 per trip, generating strong value despite shorter stays
• Over half of holiday visitors from Japan spend 4-7 days in the country
• An estimated 4.4 million Japanese travellers qualify as Active Considerers, with 45% ranking New Zealand as their preferred
  destination. More than one-third are in a booking mindset, highlighting strong travel intent
• Visitors from Japan are looking to get in touch with nature, experience beautiful landscapes, eat local cuisine and relax in New Zealand