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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 [email protected]
Aki Imayasu – PR & Administration Contractor (Tokyo based) Phone: +81 3 5157 [email protected]
Head Office contact personSheena Shee – International Market Manager, North [email protected]
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