Called Nourished by New Zealand: Body & Soul, the campaign encourages Japanese travelers to escape daily pressures, reconnect with nature and return home feeling refreshed.
The initiative comes as Japanese visitor numbers continue to recover but remain below pre-pandemic levels. Arrivals have only reached 80.7% of their pre-COVID benchmark, leaving room for New Zealand to regain market share.
Tourism New Zealand CEO René de Monchy said the campaign responds to demand for meaningful experiences that support wellbeing and personal connection.
The country’s scenery, food and beverage offerings, and tradition of manaakitanga, a Māori concept associated with hospitality and caring for others, are central to the message.
Japanese actress Kana Kurashina, who has 1.2 million Instagram followers, is the campaign’s ambassador. Selected for her interest in wellbeing, food and authentic travel, she visited Auckland, Christchurch and Akaroa to experience destinations and activities reflecting the campaign’s themes.
Kurashina described New Zealand as a place where nature brings her a sense of calm and restoration, comparing her connection with the country to having a second home. She said her visits leave her feeling renewed both physically and emotionally.
Tourism New Zealand is incorporating the campaign into its wider strategy to increase tourism value and reach its target of 3.9 million international arrivals by the end of December 2026.
De Monchy said the initiative is expected to generate approximately 8,500 additional arrivals, although the organization’s announcement did not specify the timeframe for that forecast.
The campaign combines public relations, media partnerships, airline promotions and joint marketing with travel industry partners, including Air New Zealand, JTB and HIS. The approach links destination storytelling with travel products and booking opportunities, aiming to convert interest into actual trips.
Early results indicate substantial media exposure in Japan. Tourism New Zealand reported 68 pieces of coverage across television, travel, newspaper, lifestyle and entertainment outlets. The coverage generated an estimated audience reach of more than 482 million and media value exceeding NZ$5.5 million.
The Japanese market already makes a significant contribution to New Zealand tourism. In the year ending July 2026, the country welcomed 79,000 visitors from Japan.
Japanese travelers contributed USD152.3 million (NZ$269 million) to the economy, according to International Visitor Survey data for the year ending June 2026.
Younger travelers are considered an important segment as almost half of Japanese visitors to New Zealand are between 15 and 34 years old. Independent travel is also prominent, with 44% traveling independently.
