Gordon Campbell | Parliament TV | Parliament Today | Video | Questions Of the Day | Search


Japan Tourism Recovery Campaign A Success

23 July 2002

Japan Tourism Recovery Campaign An Outstanding Success

“The Japan Tourism Recovery Campaign over the last six months has been an outstanding success,” Tourism Minister Mark Burton said today.

The recovery campaign, launched post-September 11, aimed to stimulate the Japanese market through competitive pricing of New Zealand as a destination and raising demand through targeted promotional activity.

“I am delighted to announce that 23,906 bookings were received during the 6 month campaign, 13% more than the target of 21,150,” Mark Burton said.

“In November last year, the Government, through Tourism New Zealand, committed $2 million to the joint marketing campaign which saw another $7.5 million invested by Japanese industry partners and a significant contribution by Air New Zealand in discounted airfares.

“The marketing campaign focused on three key Japanese segments: the ‘silver market’ (over 50’s), the free independent traveller and the wedding and honeymoon market” Mark Burton said.

Air New Zealand’s Japan Marketing Manager, Mr Michio Fujita comments that: “The success of the recovery campaign has increased New Zealand’s visitor arrival figures by 3.1% from January to May, at a time when the total outbound from Japan has decreased by nearly 13%.”

“The timing of the operation and the speed with which it was all conceived and implemented was crucial to its success,” Japan Travel Bureau (JTB) Managing Director, Mr Hiromi Tagawa said. JTB is Japan’s largest travel wholesale company.

“This campaign, accompanied by open letters in key Japanese newspapers from both myself and our Prime Minister to the people of Japan, and my visit to key tourism wholesalers such as JTB shortly after Sept 11, assuring them that New Zealand is a safe place to travel, signalled our continuing determination to safeguard and develop this vital tourist market” Mark Burton adds.

Japan is an important market for New Zealand. It is our fourth largest tourism market with high growth with 150,000 visitors for the year ended June 2002. Japanese visitors are also the largest spenders while in New Zealand, spending an average of $4,556 per visit.

"These fantastic results are the product of constructive partnerships and prompt action. I commend the significant work done by Tourism New Zealand, Air New Zealand and the Japanese industry in committing to this partnership and ensuring its success. " Mark Burton said.


© Scoop Media

Parliament Headlines | Politics Headlines | Regional Headlines


Also, Loan Interest: Productivity Commission On Tertiary Education

Key recommendations include better quality control; making it easier for students to transfer between courses; abolishing University Entrance; enabling tertiary institutions to own and control their assets; making it easier for new providers to enter the system; and facilitating more and faster innovation by tertiary education providers... More>>


Higher Payments: Wellington Regional Council Becomes A Living Wage Employer

Councillor Sue Kedgley said she was delighted that the Wellington Regional Council unanimously adopted her motion to become a Living Wage employer, making it the first regional council in New Zealand to do so. More>>


Scoop Images:
Dame Patsy Reddy Sworn In As Governor-General

This morning Dame Patsy Reddy was sworn in as the New Zealand Realm’s 21st Governor-General. The ceremony began with a pōwhiri to welcome Dame Patsy and her husband Sir David Gascoigne to Parliament. More>>


Ruataniwha: DOC, Hawke's Bay Council Developer Take Supreme Court Appeal

The Department of Conservation and Hawke's Bay Regional Investment Company (HBRIC) are appealing to the Supreme Court over a conservation land swap which the Court of Appeal halted. More>>


With NZ's Marama Davidson: Women’s Flotilla Leaves Sicily – Heading For Gaza

Women representing 13 countries spanning five continents began their journey yesterday on Zaytouna-Oliva to the shores of Gaza, which has been under blockade since 2007. On board are a Nobel Peace Laureate, three parliamentarians, a decorated US diplomat, journalists, an Olympic athlete, and a physician. A list of the women with their background can be found here. More>>

Gordon Campbell: On The Key Style Of Crisis Management

At Monday’s post Cabinet press conference Key was in his finest wide- eyed “Problem? What problem?” mode. No, there wasn’t really a problem that top MPI officials had been at odds with each other over the meaning of the fisheries policy and how that policy should be pursued... More>>


Mt Roskill: Greens Will Not Stand In Likely Post-Goff By-Election

“The Green Party’s priority is changing the Government in 2017, and as part of that we’ve decided that we won’t stand a candidate in the probable Mt Roskill by-election... This decision shows the Memorandum of Understanding between Labour and the Green Party is working." More>>


Get More From Scoop



Search Scoop  
Powered by Vodafone
NZ independent news