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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.


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