New Zealand the Talk of Tokyo

New Zealand the Talk of Tokyo

The opening of a major exhibition of Maori taonga in Tokyo has captured the interest of the Japanese media.

Mauri Ora, an exhibition of precious Maori treasures, opens in Tokyo today.

The exhibition represents a cultural exchange between New Zealand’s national museum, Te Papa, and the Tokyo National Museum. It will contain around 120 taonga, including weaponry, tools, items of personal adornment, woven goods and waka.

Japan’s three major daily newspapers – who have a combined audience of 7.5 million readers, all covered the opening of the event. Two television channels, Tokyo Radio and travel trade media have also been running stories on New Zealand and the exhibition.

Tourism New Zealand and Air New Zealand have planned a range of marketing activity that will both promote the exhibition and New Zealand as a visitor destination including a dawn opening ceremony, Maori performance, and media and advertising work.

Tourism New Zealand Chief Executive George Hickton says it is very unusual to get such interest from the Japanese media. “The Tokyo National Museum staff told us this is some of the greatest interest they’ve received for one exhibition.”

The presence of the Maori king, King Tuheitia Paki, at the exhibition is also creating significant media interest in Tokyo. The King and his wife were invited to an afternoon reception with the Japanese Emperor and Empress – a major event for the Japanese.

Air New Zealand General Manager for Japan/Korea, Chris Myers, says the exhibition highlights New Zealand’s diversity and culture. “Our culture is one of our strongest selling points in Japan. It is critical that we capitalise on every opportunity to expose Japanese travellers to what New Zealand has to offer.

Mr Hickton says Japanese baby boomers are a key target for New Zealand.

“This group has a strong interest in learning about other cultures, they seek authentic experiences and New Zealand Maori culture and history is of great interest to them.”

Japanese visitors to New Zealand have been declining in the last year, a trend that has been put down to a number of factors.

“There are an increasing number of low cost airlines in Asia, giving Japanese many alternate destinations, plus the exchange rate has also not been in our favour, making New Zealand more expensive,” says Mr Hickton.

Tourism New Zealand co-ordinated a forum of industry players mid-2006 to look at the issues, and has been working on a number of initiatives, including major advertising and international media campaigns.
• Japanese visitors to NZ: 138,240 YE Nov 2006.
• Japanese expenditure in NZ:NZ$455 million YE Sept 2006. Average spend per Japanese visitor is NZ$3,444.

ENDS

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