Japan’s Experiences in Revitalizing Tourism
After the Disaster of March 2011

Executive Director for Business Development
...
(%)

Decrease of Foreign Visitors after the Disaster
Growth rate compared to previous year

100

80

60

40

20

0

-20
(-...
Annual Number of Foreign Visitors
Unit: 10,000

All-time
high

Launch of Visit
Japan Campaign

August:907,000
(17.1%increa...
Number of Foreign Visitors by Market (2010-2012)
Total
Country/Area

Grand Total
South Korea
China
Taiwan
Hong Kong
Thaila...
Market Share of Foreign Visitors
France
130,000
(1.6%)

Germany Russia
50,000
110,000
(0.6%)
(1.3%)

Australia
210,000
(2....
Efforts to Regain Demand of Inbound Tourism after the Disaster
Step 1: Provision of
Information (from March 2011)
Provisio...
‹#›
Tie-up with Lady Gaga
May 17, 2011 on METRO New York (free paper; 340,000 copies)
Lady Gaga was the guest editor of this i...
Tie-up with Lady Gaga
- On June 23, 2011, Lady Gaga attended a press conference in Tokyo for a charity event
with U.S. Amb...
Preventing Cancellations of the International Events
- After the earthquake, many organizers reviewed holding the internat...
―Japan. Thank You.‖ Campaign
The logo, posters and banners were displayed at
- promotion sites around the world.
- major a...
Review by World Travel & Tourism Council
■

Japan’s tourism economy to stage full recovery in 2012
(Press release of WTTC ...
Measures to Restore Inbound Tourism to Tohoku Region
•
•
•
•

Seminars / Business matching meetings
Consumer events
Invita...
Safety/Security Booklet
In order to dispel harmful rumors, a booklet is prepared that briefly summarizes information
on ra...
Japan Photo Contest
For the recovery from the damage caused by harmful rumors, a photo contest utilizing SNS
was held to c...
Results of the Photo Contest
•
•

Participants: 17,070
Photos posted: 38,817
Three Core Values of Japan Tourism
Value 1: Experience the unique, enigmatic character of the Japanese
○ Reserved but kind...
Muchas Gracias!

www.visitjapan.jp
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CICTE2013 Mesa Redonda 1 - Iniciativas internacionales en el ámbito de la calidad turística - Shuichi Kameyama

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El Director Ejecutivo de Desarrollo de Negocio de la Organización Nacional de Turismo de Japón, Shuichi Kameyama, explica la política turística nipona y las principales iniciativas llevadas a cabo para la mejora y el posicionamiento de su oferta tras el desastre de Fukushima de marzo del 2011.
Japan’s Experiences in Revitalizing Tourism After the Disaster of March 2011 by the Executive Director for Business Development SHUICHI KAMEYAMA

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CICTE2013 Mesa Redonda 1 - Iniciativas internacionales en el ámbito de la calidad turística - Shuichi Kameyama

  1. 1. Japan’s Experiences in Revitalizing Tourism After the Disaster of March 2011 Executive Director for Business Development SHUICHI KAMEYAMA
  2. 2. (%) Decrease of Foreign Visitors after the Disaster Growth rate compared to previous year 100 80 60 40 20 0 -20 (-4.7 compared to 2010) -40 -60 -80 2011March April May June July August -50.3 -62.5 -50.4 -36.1 -36.1 -31.9 September October -24.9 -15.3 November December 2012 Jan -13.1 -11.8 -4.5 February March -19.6 91.9 1
  3. 3. Annual Number of Foreign Visitors Unit: 10,000 All-time high Launch of Visit Japan Campaign August:907,000 (17.1%increase) July: 1,003,000 (18.4% increase) June: 901,000 (31.9% increase) May: 875,000 (31.2% increase) April: 923,000 (18.4% increase) Mar: 857,000 (26.7% increase) Feb: 729,000 (33.5% increase) Jan: 669,000 (1.9% decrease) Note: Data prior to 2012 data has been finalized; January to June 2013 data is provisional; July and August 2013 data are estimates; and the percentage change is a comparison to the same month of the previous year (2012). Source: Japan National Tourism Organization
  4. 4. Number of Foreign Visitors by Market (2010-2012) Total Country/Area Grand Total South Korea China Taiwan Hong Kong Thailand Singapore Malaysia India Australia U.S.A. Canada United Kingdom France Germany Russia Spain Others 2010 2011 2012 8,611,175 2,439,816 1,412,875 1,268,278 508,691 214,881 180,960 114,519 66,819 225,751 727,234 153,303 184,045 151,011 124,360 51,457 44,076 743,099 6,218,752 1,658,073 1,043,246 993,974 364,865 144,969 111,354 81,516 59,354 162,578 565,887 101,299 140,099 95,438 80,772 33,793 20,814 560,721 8,358,105 2,042,775 1,425,100 1,465,753 481,665 260,640 142,201 130,183 68,914 206,404 716,709 135,355 173,994 130,412 108,898 50,176 35,207 783,719 Growth Rate (%) 2011→2012 34.4 23.2 36.6 47.5 32.0 79.8 27.7 59.7 16.1 27.0 26.7 33.6 24.2 36.6 34.8 48.5 69.2 39.8 Growth Rate (%) 2010→2012 - 2.9 -16.3 0.9 15.6 - 5.3 21.3 -21.4 13.7 3.1 - 8.6 - 1.4 -11.7 - 5.5 -13.6 -12.4 - 2.5 -20.1 5.5 Source: Japan National Tourism Organization (JNTO) ◆Note 1: The above 2012 data has been finalized and 2013 data was calculated independently by JNTO. ◆Note 2: "International visitors coming to Japan" refers to foreign travelers entering Japan, which has been calculated by subtracting non-Japanese nationals residing in Japan on a permanent basis from the total number of non-Japanese nationals legally entering Japan (summarized by The Ministry of Justice by nationalities) and adding non-Japanese travelers who make a temporary landing. Entry and re-entry of expatriates and their families are considered "international visitors coming to Japan".
  5. 5. Market Share of Foreign Visitors France 130,000 (1.6%) Germany Russia 50,000 110,000 (0.6%) (1.3%) Australia 210,000 (2.5%) Others 580,000 (6.9%) UK 170,000 (2.1%) Canada 140,000 (1.6%) India 70,000(0.8%) U.S.A. 720,000 (8.6%) Vietnam 60,000 (0.7%) Europe 460,000 (5.5%) North America 850,000 (10.2%) Philippines 90,000 (1.0%) Hong Kong 480,000 (5.8%) Indonesia 100,000 (1.2%) Malaysia 130,000 (1.6%) Singapore 140,000 (1.7%) 2012 (final data) Thailand 260,000 (3.1%) South Korea 2.04 million (24.4%) Total 8.36 million Asia: 6.26 million (74.9%) (Southeast Asia: 770,000 (9.3%)) Taiwan 1.47 million (17.5%) China 1.43 million (17.1%) *"Others" include countries and regions in Europe, Asia and other areas other than those specifically named. *Figures in parenthesis indicate the percentage of overall international travelers to Japan. *Data created by the Tourism Agency based on JNTO material.
  6. 6. Efforts to Regain Demand of Inbound Tourism after the Disaster Step 1: Provision of Information (from March 2011) Provision of safety information ・Provision of information to foreign tourists and consumers on the JNTO website ・Setting up 24/7 hotline for foreign tourists in JNTO (Mar 11 to Apr 30) ・On-site briefing (more than 100 times) ・Briefing to foreign media by the Commissioner of JTA ・Hi-level approach (Japan-China-Korea Tourism Ministers’ Meeting, WTTC, etc) ・Prevention of cancellations of conventions Transmitting actual voices by foreigners ・Transmitting messages by celebrities visiting Japan, expats, foreign tourists on the JNTO website (Lady Gaga, Justin Bieber, etc) ・Messages from foreign students living in various regions of Japan ・Encouragement of positive word of mouth by foreigners through SNS ・Message film starring a pop group ―Arashi‖ Step 2: Invitation of media and travel agencies (from May 2011) Invitation of overseas media and travel agencies (approximately 1000 people) ・Publishing articles on influencing overseas media ・Resumption of sales of Japan-bound tourism products ・Development new tourism products of Japan ・Joint advertisements with overseas travel companies Step 3: Approach to general consumers (from October 2011) Active promotion through Visit Japan Programs ・Advertisements and other promotions based on each market’s characteristics ・Utilization of people who visited Japan after the earthquake ・Utilization of interpersonal communication such as SNS ・Invitation of media and travel agencies ・Concerted efforts local and private organizations ・Omotenashi Campaign (Oct~) and Japan Big Welcome Campaign (Nov~) ・Additional promotion by third supplementary budget (Jan~)
  7. 7. ‹#›
  8. 8. Tie-up with Lady Gaga May 17, 2011 on METRO New York (free paper; 340,000 copies) Lady Gaga was the guest editor of this issue. ―Go to Japan, it’s safe, continue to support the relief efforts but know that it’s only 0.1 percent of the country that was affected and that we’re doing more harm to Japan by staying away than by going. Enjoy their beautiful cities and landscapes.‖
  9. 9. Tie-up with Lady Gaga - On June 23, 2011, Lady Gaga attended a press conference in Tokyo for a charity event with U.S. Ambassador to Japan and Commissioner of Japan Tourism Agency. - Commissioner Mizohata welcomed the visit of Lady Gaga to Japan and presented the letter of appreciation. - She commented that ―it is so important that we continue to raise money; but it is also important that we remind the world that Japan is now safe and that the doors are open for tourists from all over the world to come in and enjoy the beautiful country.‖ - The press conference was taken up by major world media and the image in which Lady Gaga encouraged Japan travel was reported. Presentation of the letter of appreciation from Commissioner Mizohata With Ambassador Roos and MTV CEO Bob Bakish
  10. 10. Preventing Cancellations of the International Events - After the earthquake, many organizers reviewed holding the international congresses in Japan, even in unaffected regions. - JTA and JNTO made their efforts to prevent the cancellation by : • disseminating accurate information regarding the situation in Japan. • sending the Commissioner’s letters to organizers who may cancel, asking them to hold their events in Japan "to support the efforts for recovery." The events held as planned ○Congress of the International Society on Thrombosis and Haemostasis (ISTH 2011) ・Kyoto, 23rd July – 28th July, 2011 ・6,000 people, including 4,000 foreign people from 80 countries ○UIA 2011 Tokyo The 24th World Congress of Architecture ・Tokyo, 25th September – 1st October, 2011 ・5,000 people, including 2,000 foreign people from 110 countries ○Artistic Gymnastics World Championships Tokyo 2011 ・Tokyo 7th October – 16th October, 2011
  11. 11. ―Japan. Thank You.‖ Campaign The logo, posters and banners were displayed at - promotion sites around the world. - major airports and seaports in Japan. - buses, taxis and major hotels in Tokyo, Yokohama, Kyoto, Osaka and Sendai. ―Thank You‖ cards were distributed to event participants such as the Tokyo Marathon. A ―Thank You‖ edition of ZAGAT restaurant guide were given out to foreign visitors. ―Thank You‖ videos from various parts of Japan were posted on Ustream website. Special discounts and benefits were offered to foreign visitors in cooperation with local governments and the private sector.
  12. 12. Review by World Travel & Tourism Council ■ Japan’s tourism economy to stage full recovery in 2012 (Press release of WTTC on March 7, 2012) ―Japan’s travel & tourism recovery has been much better than anyone could have anticipated 12 months ago.‖ ―Japan’s travel & tourism industry is forecast to stage a complete recovery following last year’s earthquake and tsunami during the first half of 2012.‖ ■ The 12th WTTC Global Summit was held in Sendai and Tokyo in April 2012.
  13. 13. Measures to Restore Inbound Tourism to Tohoku Region • • • • Seminars / Business matching meetings Consumer events Invitation of more travel agencies and media Publication of Tohoku guidebooks Target markets: South Korea, China, Hong Kong, Taiwan, U.S.
  14. 14. Safety/Security Booklet In order to dispel harmful rumors, a booklet is prepared that briefly summarizes information on radiation and radioactivity that foreign tourists want to know before traveling to Japan. ■ Language: English, Korean, Chinese (traditional Chinese, simplified Chinese), French, German ■ Number of pages: 12 ■ Content ○ ○ ○ ○ ○ Comparison of the air dose rates between Japan and major cities Actual levels measured in Tokyo on a one-day trip (air dose rates and food inspection) Regulation and inspection system on water/food in Japan Seasonal sightseeing and radioactivity Q & A on radiation and radioactivity * Strict food inspection in Japan [Front page of English version] ■ Distribution started in October 2012. ■ Distributed at: JNTO overseas offices, diplomatic offices, exhibition events such as tourism expos ■ Other: posted on websites of the Japan Tourism Agency and JNTO. * Seasonal sightseeing and radioactivity
  15. 15. Japan Photo Contest For the recovery from the damage caused by harmful rumors, a photo contest utilizing SNS was held to communicate safety/security and attractions of Japan to the world, through word of mouth on the Internet by foreign visitors to Japan. ■ Campaign period: September 1, 2012 – February 15, 2013 ■ Campaign website http://japanphotocontest.jp (English, Korean, and traditional Chinese) http://japanphotocontest.cn (Simplified Chinese) ①Register for the campaign and Visit Japan ②Post commemorative photos taken during the trip in Japan Theme: Cool!/Beautiful!/Happy!/Delicious!/Funny!/Miracle! ③Share the posted photos with friends and acquaintances through SNS. (Promote the proliferation of information in Facebook (Sina Weibo in China). ④Those who posted excellent photos will be invited to the awards ceremony in Japan and offered prizes of premium cultural experience.
  16. 16. Results of the Photo Contest • • Participants: 17,070 Photos posted: 38,817
  17. 17. Three Core Values of Japan Tourism Value 1: Experience the unique, enigmatic character of the Japanese ○ Reserved but kind; considerate and warm, even towards people they don't know. ○ Building their own unique perspective of the world through their curiosity and perseverance. ○ Having a deep mutual understanding between each other and "wabi-sabi" mind — almost a sixth sense allowing communication without speaking. ○ Sincere, disciplined and well-mannered, as seen during the difficult days after the March 2011 earthquake. Value 2: Encounter creations born of Japanese attention to detail ○ Creations by artisans and experts who have inherited their skills through tradition fused with innovation. ○ Creations born by taking in other cultures, East and West, and adapting them to suit Japanese values. (Western architecture blended into the cityscape and western fusion food such as cod roe pasta, croquettes and castella cakes) ○ Creations born by integrating ideas with nature based on respect and appreciation for nature. (Traditional festivals that have roots in prayer offerings to nature and for good harvest) Value 3: Enjoy the simple pleasures of common life in Japan ○ Pleasures in life that come from convenience, cleanliness and safety throughout the nation, in cities and the countryside. ○ The little things in life that bring enjoyment and relaxation. (Images of business people committed to their work during the day, and enjoying drinks at a bar) ○ Pleasures in life that enable highly sophisticated consumption and meet the expectations of the world's most discriminating consumers.
  18. 18. Muchas Gracias! www.visitjapan.jp

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