Monday, October 7, 2024 Tourism New Zealand’s latest initiative has significantly boosted the appeal of New Zealand as the top holiday destination among Japanese travelers. Running from April to June, the “Great Tabipa Land, New Zealand!” campaign featured prominent Japanese influencers Juri Ueno and Hayato Sano. This initiative centered around the Japanese notion of “Tabipa,” emphasizing the profound and emotionally rewarding travel experiences that Aotearoa offers, which visitors can enjoy repeatedly throughout their stay.
The campaign included three captivating short films that highlighted iconic New Zealand experiences: soothing hot springs in Rotorua, the breathtaking starry skies of Tekapo, and the exquisite cuisine and wine of Central Otago. These elements serve as key attractions and motivational factors for Japanese travelers. The campaign achieved remarkable success, garnering approximately 730 news features across Japan, including coverage on television, equating to an estimated advertising value of $16 million NZD.
This figure represents the amount Tourism New Zealand would have needed to spend to achieve similar reach and visibility. By focusing on enhancing interest in New Zealand as a travel destination, the campaign effectively increased the percentage of Japanese individuals seriously considering a trip to New Zealand from 44% to 49.8%.
“As our eighth largest market for visitor arrivals, Japan is an important market for New Zealand. It’s great t.
