Key market insights
- 72,000 Japanese travellers visited New Zealand in the year ending May 2025, with 59% of them being holiday visitors
- The average length of stay for visitors is 8 days
- 64% of visitors from Japan arrive during New Zealand’s off-peak seasons (March – November)
- Japanese visitors spent $207.5 million in New Zealand, with $119.1 million by holidaymakers. The average spend per trip was $3,455 for holiday visitors
- Over half of holiday visitors from Japan spend 4-7 days in the country and 37% of travellers visited both the North and South Islands
- There are 8 million people in Japan seriously considering visiting New Zealand and 51% of these people have New Zealand as their top preference destination
- Visitors from Japan are looking to experience beautiful landscapes and scenery, get in touch with nature, feel relaxed and refreshed and pamper themselves
