A rising number of young Japanese women and richer Chinese tourists travelling to New Zealand has prompted Air New Zealand to step up its flights to Tokyo and Shanghai.
The national carrier is now operating daily return services to both cities for the first time in three years for Tokyo and in seven years for Shanghai.
Air New Zealand deputy chief executive Norm Thompson says its marketing strategy is aiming at particular types of visitors and the airline it is making more use of online ticket booking services.
In Japan, he says, strong demand is coming from women office workers in their 20s though Air New Zealand is also focusing on older travellers.
Mr Thompson says there's a focus on Chinese people who are coming for longer stays of at least seven days and travelling through out New Zealand rather than just going to Auckland and Rotorua.
Mr Thompson is confident the services are sustainable.