Japanese market ‘at crossroads'

Press, 6 July 1983, Page 9

Japanese market ‘at crossroads '

By

LES BLOXHAM,

travel editor New Zealand’s tourist market from Japan is rapidly approaching critical crossroads, Air New Zealand has warned the travel industry. The market had grown to the stage where its future would depend on “word-of-mouth” promotion by the steadily increasing number of Japanese visiting New Zealand, said Mr G. B. Ward, the airline’s route manager for the Orient and Pacific Islands. The number of Japanese tourists, which has grown dramatically since Air New Zealand and Japan Air Lines began their direct flights almost two years ago, it expected to reach the 30,000 mark this year.

But Mr Ward warned that it was an acknowledged fact that once that figure was reached, any future growth would depend on favourable “word-of-mouth” comments by returning Japanese tourists.

He emphasised the importance of ensuring that the needs of the Japanese were met so that they returned home satisfied. “Adverse comments could seriously inhibit the current high growth rate,” said Mr Ward.

So far, both the airline and the Tourist and Publicity Department have good reason to be more than satisfied with the growth of the Japanese market. In barely 10 years it has increased by almost 650 per cent and is continuing to grow at an average annual

rate of 21 per cent. Last year, New Zealand attracted 25,500 Japanese now equalling the number of visitors from Western Europe. Nevertheless, Air New Zealand sees scope for even greater growth. “The present figure is a mere drop in the ocean; just 0.6 per cent of the 4 million Japanese who took overseas vacations last year,” said Mr Ward.

The airline and the Government are spending $1 million on New Zealand’s promotion in Japan this year. A major coup has been the securing at a nominal rate of 30-minute slots on national television for the screening of a series of programmes highlighting this country’s tourist attractions and lifestyle.