The message came at the JNTO (Japan National Tourism Organization) Japan Roadshow event at JW Marriott, Auckland late last week, where 24 Japanese suppliers promoted their products and services to the Kiwi trade.
Agents heard that Japan’s arrivals from New Zealand from January to May 2026 were 62,341, an increase of 4.2% on the same period last year (when the figure was 58,809). Overall 136,873 Kiwis visited Japan in 2025, the highest annual number yet.
‘So it is safe to say we are heading for a record in 2026,’ says Harriett Bougher, business development and senior assistant marketing manager with JNTO.
Speakers pointed out that the yen some 15 years ago was trading at around 45 per NZ$1 but now New Zealand travellers will receive 90 plus yen for their dollar. In that context, Bougher says exploring luxury options can be more affordable than in the past.
She notes that luxury travel is something of a ubiquitous term now.
‘In Japan it is really about getting off the beaten track and having once in a lifetime experiences – like staying in old schools or estates that have been renovated but retain their original façade.’
She says gastronomy, arts and culture and natural wonders in Japan can all easily be viewed through a luxury lens.
‘Japan has 100s of Michelin star restaurants but it is deeper than that. The process of making saki, for example, is UNESCO Heritage listed.’
Bougher points out that 14 regions have been identified as up and coming luxury destinations – a few of them being Eastern Hokkaido, Yamagata, Mt Fuji foothills, Setouchi and San’in.
She also highlights Green Expo 2027 in Yokohama, an international horticultural and floral event happening from 19 March to 26 September. Moe information on ticketing will be released soon.
The JNTO webinar series 2.0 also got a plug at the Auckland event – the next instalment will focus on cruise and be held on 4 November.
