Japan is New Zealand's fifth-largest tourism market with 74,224 arrivals in the year to July.
Tourism New Zealand says that after a challenging 2011, the market showed good signs of recovery in the latter part of 2012 and on into this year.
This was helped by a general recovery in outbound travel from Japan, increased promotions and capacity from airlines, renewed demand among Japan's traditional senior travellers and an increased focus on attracting Japan's younger travellers to New Zealand
Japanese spend more than most other visitors, spending $3,700 each compared to the average of about $2300.
Air New Zealand last month appointed Scott Carr as its general manager in Japan.
Carr has more than 20 years experience at Air New Zealand having joined subsidiary Mount Cook Airline in 1989. Since then he has held a number of senior leadership roles at Air New Zealand including general manager UK/Europe and most recently general manager New Zealand.
The airline said earlier this year it would revamp its regular scheduled services to Japan, concentrating on Tokyo and shifting away from Osaka. In May it said a structurally weaker yen had hit profitability on the Japan routes. The weaker yen had resulted in lower New Zealand dollar receipts.