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

Key market insights:

• Between April 2023 – April 2024, 60,200 Japanese travellers visited New Zealand, with 32,600 of them being holiday visitors
• The average length of stay for holiday visitors is 8 days
• 64% of visitors from Japan arrive during New Zealand’s off-peak seasons (March – November)
• Japanese visitors spent $167.5 million in New Zealand, with $122.6 million by holidaymakers. The average spend per trip was $3,351, rising to $3,761 for holiday visitors.
• Over half of holiday visitors from Japan spend 4-7 days in the country
• There are 5.9 million people in Japan seriously considering visiting New Zealand
• Visitors from Japan are looking to get in touch with nature, experience beautiful landscapes, eat local cuisine and relax in New Zealand