TOURISM WESTERN AUSTRALIA MARKETING FORUM 2015 Library/Markets Events Campaigns/2015-16...Business...

TOURISM WESTERN AUSTRALIA

MARKETING FORUM 2015

JAPAN

PRESENTED BY: Hideki Yoshizawa

Country Manager Japan

APRIL 2015

The Introductions...

Hideki Yoshizawa – Country Manager Japan (Tokyo based) Phone: +81 3 5157 8217hideki.yoshizawa@westernaustralia.com

Aki Imayasu – PR & Administration Contractor (Tokyo based) Phone: +81 3 5157 8217info@watcjapan.com

Head Office contact personSheena Shee – International Market Manager, North Asiasheena.shee@westernaustralia.com

Japan Visitors to Western Australia

Year on Year Change

Source: Tourism Research Australia, International Visitor Survey

YE: Year Ending. YOY: Year on Year

7.6%

-22.6%

-31.8%

7.3%

-8.3%

2.9%

-24.8%

17.0%

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

-40%

-30%

-20%

-10%

0%

10%

20%

YE Sep.'07

YE Sep.'08

YE Sep.'09

YE Sep.'10

YE Sep.'11

YE Sep.'12

YE Sep.'13

YE Sep.'14

Vis

ito

rs

YO

Y %

ch

an

ge

% Change (year on year) Visitors

Japan Visitor Spend in Western Australia

Year on Year Change

Source: Tourism Research Australia, International Visitor Survey

YE: Year Ending. YOY: Year on Year

45.3%

-22.1%-25.0%

-3.1%

1.2%

29.9%

-48.3%

50.3%

$0

$20

$40

$60

$80

$100

$120

-60%

-40%

-20%

0%

20%

40%

60%

YE Sep.'07

YE Sep.'08

YE Sep.'09

YE Sep.'10

YE Sep.'11

YE Sep.'12

YE Sep.'13

YE Sep.'14

Sp

en

d (

$ m

illio

n)

YO

Y %

ch

an

ge

% Change (year on year) Spend ($ million)

Japan Visitors - Purpose of Visit

Year Ending September 2014

Source: Tourism Research Australia, International Visitor Survey

YE: Year Ending. YOY: Year on Year

% of visitors to Australia / Western Australia

67%

17%14%

9%

63%

17% 19%

9%

Holiday/leisure VFR Business Education

Australia Western Australia

Japan Visitors to Western Australia

Seasonality

Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term

Visitor Arrival)

YE: Year Ending

0

500

1,000

1,500

2,000

2,500

3,000

Octo

ber

No

vem

be

r

De

cem

be

r

Ja

nu

ary

Fe

bru

ary

Ma

rch

Apri

l

Ma

y

Ju

ne

Ju

ly

Aug

ust

Sep

tem

be

r

Mo

nth

ly A

rriv

als

YE Sep-12 YE Sep-13 YE Sep-14

26%

23%

17%

13%

14%

7%

49%

30%

21%

15 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Australia Western Australia

Source: Tourism Research Australia, International Visitor Survey

% of visitors to Australia / Western Australia

Japan Visitors – Age

Year Ending September 2014

19%

21%

30%

18%

6%6%

40%

48%

12%

Target Audience Geographic Priority;

Tokyo, Osaka, Nagoya & Fukuoka Priority Segments;1. Culture Explores; Age 50-79

(mainly female; Active Senior & Silver and Baby Boomers)They have a strong desire to broaden their outlook on life understanding different cultures and looking for personal growth through experience.

2. Personal Explores; Age 30-49(mainly female; Full time office ladies & Baby Boomers Jr)Travel to them is a way of discovering one self, and redefining who they are as human being.

3. Student Group (Language study & Student excursion)

4. MICE & Special Events

Extra Target Audiences• Wealthy Travelers• Honeymooners

Unique & Romantic product

Market Challenges

No direct flight between Perth and Japan

Lack of fashionability in the eye of Japanese consumers

Japanese Travellers desire Safety, Security and Sanitary

Japan exhibits low intention to visit Australia but good brand strength

Japan Market Trends Consumer confidence has returned in Tokyo

Strong economy growth in 2014

Confirmed 2020 Tokyo Olympic & Paralympic

GST is now 8% (increased 3% point) from April 2014

Slower overseas travel (around 18,000,000) by weaker Japanese Yen

& political issues against China and Korea as well as IS concerns

Australia and Japan signed an Economic Partnership Agreement (EPA) – promoting trade between the two countries

Increasing Japanese residence in WA Very strong growth in the Japan-WA market;

Australian outbound; +35% Western Australians love Japan!Japanese inbound; +17% (YE Sep 14)Japanese spend; +50% (YE Sep 14)

Market Opportunities

Direct flight between Perth and Japan

Japan Airlines’ direct flight opportunity

B787 for 50 aircrafts by 2018 (150 - 190 seats)A350 for 56 aircrafts from 2019 (250 - 350 seats)

Strong growth in the Japan/WA market;Australian outbound from WA; +35%Japanese inbound; +12.4%Two ways traffic: +19% (approx. 95,000 passengers)WA outbound 57% - Japanese inbound 43%Excellent potential for long term growth with good market mix

Market Strategies

Maximise the competitive edge of Wildflower and build awareness for WA

Use PR to drive consumer and trade awareness include target media famils

Focus on the key markets as Tokyo, Osaka, Fukuoka and Nagoya

Maintain Strong Relationship with major wholesalers in key markets

Develop relationship with airlines/wholesalers beyond key markets for peak season (Tohoku/Hokuriku/Shikoku/Chugoku/Kyushu/Hokkaido)

Partner with selective group of wholesalers and retailers in joint marketing campaign

Provide update destination and product information through training and famil activities

Leverage the key WA events that presents opportunities for the market

Trade ActivitiesWildflower CampaignIntegrated campaign

•Consumer communication (Advertising, Public Relation, Event & Online)•Trade activity (production of tour, promotion & retail training)

Planning; Feb - May•Hotel purchasing starts from Jan/Feb•Course/tour content finalise by Mar/May

Sales & Promotion; Mar - Nov•QF Wildflower promotion in June - November•Tactical Promotion with SQ, CX, TG, GA & MH (may be CZ)

Tour/tourist departure; Aug - Nov (extend to Dec)•Perth (Aug-Nov and Kings Park Wildflower Festival in Sep)•ACC/AGO (Aug-Sep for Everlasting Carpet)•ASW/AGO (Oct-Nov for Margret River, Wave Rock & Staring Range)

Event •Kings Park Wildflower Festival (Sep)•Regional wildflower events (Aug, Sep, Oct & Nov)

Keikyu inside train advertisement

4.5m long panel & wildflower tour pamphlet rack displayed Kamioka & Yokohama Stations

Consumer Activities with QF

NTA TiS Osaka

TWA Wildflower display

11 Aug – 1 Sep

Consumer Activities with Retailer

Katei Gaho, June issue

Public Relations

Activity PlansBeyond Wildflower Campaign by wholesalersWildflower + value add

•World Heritage & Nature (Shark Bay, Pinnacles, Wave Rock)•Food & Wine (Margaret River & Swan Valley)•Walking/Hiking (Cape to Cape & Staring Range)

Food and Wine•Wine Region (Swan Valley & Margaret River)•MRGE Margaret River Gourmet Escape (Nov)

Walking/Hiking/Trekking•Walking Trails

Soft Adventure•Broome to Bungle Bungle•World Heritage (Shark Bay, Bungles & Ningaloo)•National Park (Kalbarri & Karijini)

Activity PlansOthers (One-off Group)Business Tourism/MICE (Incentives) market development

•PCB’s incentive scheme launched in January 2014•PCB’s Japanese brochure production

School Excursion & English study product development•Mining tour in Tom Price by Lestok tours•Farm stay program•Home stay program•Gravity Discovery Centre & Gingin Observatory•Rottnest Island for Eco projects (Wind power plant & Desalination plant)

Sister-states/city/port exchange•35th Anniversary for WA & Hyogo

Event leverage•Staircase to the Moon (Mar to Oct) & Shinju Matsuri (Sep)•City to Surf (Aug) •SunSmart IRONMAN WA in Busselton (Dec)•BHP Billton Aquatic SUPER SERIES in Perth & Regional WA (Jan)•Sculpture by the Sea, Cottesloe (Mar)

How to enter the Japan marketUnderstand Japanese market Australian Industry in Japan organised by Tourism Australia in Sep 2015 ATE in Melbourne (appointment with Japanese wholesalers)

Market your product Wildflower Campaign Product listing Famils Support Talk to RTOs

Product information in Japanese Japanese Brochure Japanese website Japanese speaking guide

Industry Opportunities for WA

Product listing• Wildflower• Winery• Walking/Hiking/Trekking• Broome• World Heritages (Shark Bay, Bangles & Ningaloo)• National Parks (Kalbarri & Karijini)• Star & Sky• Golf

Famils Support • Wildflower Famil• Business tourism (MICE) Famil

THANK YOU

QUESTIONS

Share of tour products (Australia)

Wholesale package

35%

Wholesale direct15%

Group25%

Air Only15%

10%

(Education and Incentive)

Direct booking

Wholesale Production Seasonality Main wholesale package brochure• 1st half (April to September) will cover whole year

Production starts from Aug/SepLaunch in January

• 2nd half (October to March) Production starts from Feb/MarLaunch in July/August

Seasonal brochure• 1st quarter (April to June)• 2nd quarter (July to September)• 3rd quarter (October to December)• 4th quarter (January to March)

One off special brochure• Year ending & New year package• Summer Holiday for family package• Special package• Wildflower exclusive brochure

Purchasing & Production start from Jan/FebLaunch in May/June

Distribution Channels (Japan side)Wholesalers• HIS (Chao)• JTB World Vacations (LOOK)• Kinki Nippon Tourist (Holiday)• Nippon Travel Agency (BEST/MACH)• JALPAK

Wholesale direct / Direct Marketing / Media Sales• Hankyu (Trapics)• Club Tourism • JTB Media (Tabi Monogatari)• HIS (Impresso)

MICE / Business / group / Incentive / School • JTB, KNT, TOPTOUR, NTA, Nishitetsu, Meitetsu,

Hankyu, Nokyo and BTM

Air ticket distributor, Hotel/Tour booking agent• OTA, Kronos, CX Holiday, A&A, TPI, United Tours, FIT, ST World,

JHC, Apple World, Rakuten Travel and Australian Tour Specialist

Retailers• HIS’s retail network• JTB’s retail network• KNT’s Tourist Service network• NTA’s retail network• Others

Distribution Channels (ITOs)ITOs in Japan• JTA (Tokyo, Osaka, Nagoya, Fukuoka, Sapporo and Sendai)• GTA/Kuoni (Tokyo, Osaka, Nagoya and Fukuoka)• Southern Travelnet (Tokyo, Osaka, Nagoya and Fukuoka)• Trans Obit (Tokyo, Osaka, Nagoya and Fukuoka)• UTI Japan (Tokyo and Osaka)• ID Tours South Pacific (Tokyo)• Glover (Tokyo & Osaka)

ITOs in Australia• JTB, Kintetsu and Nippon Travel (& JATS for JALPAK)• HIS (Gold Coast, Sydney, Cairns, Melbourne and Perth)• JTA (Sydney, Gold Coast and Cairns)• doa (Sydney, Cairns, Melbourne and Perth)• GTA/Kuoni (Sydney & Perth for Hotel purchasing)• Southern Travelnet (Sydney)• Trans Obit (Sydney)• ats pacific (Sydney)

ITOs in Perth• HIS• doa• Blue Travel• CTC• Trans Obit• E-Perth

QUESTION TIME