New Zealand Inc at Aichi: regions reaping the benefits
Key points
NZTE has established a Business Leveraging Fund to maximise the potential of New Zealand's presence in Japan. The fund is a Growth and Innovation Framework (GIF) initiative and is aimed especially at improving people-to-people links between the two nations.
Aichi is also a chance for New Zealanders to update their perceptions of Japan. Japan remains our third largest trading partner and is very well-disposed to New Zealand and its people.
Japan is also New Zealand's largest Asian tourist market. Tourism New Zealand encourages New Zealand regions to use Aichi as a springboard to attract more of the new breed of Japanese tourists.
The challenge for New Zealand regions in attracting higher numbers of the interactive traveller is to get them travelling beyond this route through promotion that emphasises the unique points of difference of each region. A good example of this is Napier Wine Country.
Regions need to ensure they leverage off the back of major national initiatives such as Aichi. They also need to choose opportunities that will maximise benefits for their region. New Zealand at Aichi is a chance for regions to springboard off a spectacular national showcase, and regional representatives are strongly encouraged to visit Japan and take advantage of New Zealand's presence there over the next six months.
