JAPAN

1
JAPAN

• REGIONAL DIRECTOR JAPAN
• TAD TERAMOTO
• TRADE SERVICES OFFICER, JAPAN
• YOKO HASEGAWA
• MARKET CO-ORDINATOR SYDNEY
• ELIZABETH DOLAN

2
MARKET OVERVIEWJapanese overseas travellers

• TOTAL OUTBOUND MARKET
• 1999 16.4m (4)
• 2000 17.8m (9)
• 2001 16.2m (-9)

• TO AUSTRALIA
• 2000 720,400 (2)
• 2001 681,300 (-5)
• June, 2002 663,100 (-9)

3
Japanese visitors to New South Wales

• Japanese Visitors to NSW
• 1999 375,700
• 2000 380,900
• (Year end June00)
• 2001 141,200
• (half year June-Dec)

• Japanese Visitor nights
• 1998 2,599,000
• 1999 3,333,000
• 2000 2,932,000
• (Year end June00)

4
Japanese Tourists - Popular activitiesin
Australia New Zealand

• 1. Natural Scenic Attractions 89.8
  
• 2. Shopping 47.8
• 3. Rest Relaxation 36.3
• 4. Gourmet Sampling 27.4
• 5. Historic Cultural Attractions 24.2
• 6. Theme Parks 16.6
• 7. Hiking/Mounteering 15.3
• 8. Swimming 14.5
• 9. Art Galleries Museums 13.4
  
• 10. Night Tour 12.7
• Note 62.2 participated in optional tours.
• 
  (Source JTB Report 2002)

5
Market Segments

• - New 50s 60s (Active older travellers) 20
• - EFT (Experienced Female Travellers) 40
• - Students (School Excursions English study)
• - Honeymooners weddings
• - FIT (Independent travellers)
• - Carnation Holiday (mother daughter)
• - Families (including 3 generations)

6
Travel Industry share / tours

• Wholesalers 45
• (publish tour brochures / many have offices in
  Sydney
• Gold Coast)
• Media Tours 10
• (one off or small series tours advertised through
  newspapers/magazines)
• Group Tours 25
• (eg special interest / technical visit / school
  excursion)
• FIT (Air only) 20

7
MARKET STRENGTHS

• Highly desirable destination
• High yield market
• Small time difference
• English speaking (important for school groups)
• Considered a relatively safe destination

8
MARKET CHALLENGES

• Expensive Destination (Airfare component)
• Highly structured industry of inbound operators /
  tour wholesalers / retail agents
• defined commission structure
• requirement for cultural sensitivity / high
  service level

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OPPORTUNITIES

• - School Excursion Market
• cultural activities for large school groups
• - Group Market - Technical Visits
• agriculture / aged care / nursing / pet care
• - New 50s market
• activities such as trekking / gardening /
  cultural
• - Australia receives above average proportion of
  Single Females (15-29 years). They want to
  shop, visit natural scenic attractions, wine
  dine.

10
Opportunities for Japan marketing

• Product Information for Gday from Sydney
  (bi-monthly Japanese newsletter)
• Collateral - provide brochures / fact sheets /
  images for Japan office
• Familiarisation Tours - Inbound operator, travel
  agent and media
• ATE 2003 - Japanese buyers from Japan Sydney
  offices
• Japan Australia Mission (JAM) - Feb 2003
• Tokyo/Osaka (Nagoya / Fukuoka)
• Japan Agents Sales Manual 2004/2005