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

Executive Director for Business Development

SHUICHI KAMEYAMA

Japan’s Experiences in Revitalizing Tourism

After the Disaster of March 2011

2011March

April May June July August Septem-ber

October November December 2012 Jan February March

Series1 -50.3 -62.5 -50.4 -36.1 -36.1 -31.9 -24.9 -15.3 -13.1 -11.8 -4.5 -19.6 91.9

-70

-50

-30

-10

10

30

50

70

90

110

Chart Title（％

） Growth rate compared to previous year

Decrease of Foreign Visitors after the Disaster

2

(-4.7 compared to 2010)

Annual Number of Foreign Visitors

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).

Launch of Visit Japan

Campaign

All-time high

Unit: 10,000

Feb: 729,000 (33.5% increase)

Source: Japan National Tourism Organization (JNTO)

Mar: 857,000 (26.7% increase)

Jan: 669,000 (1.9% decrease)

April: 923,000 (18.4% increase)

May: 875,000 (31.2% increase)

June: 901,000 (31.9% increase)

July: 1,003,000 (18.4% increase)

August ： 907,000 (17.1 ％ increase ）

Number of Foreign Visitors by Market (2010-2012)

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".

Country/Area　　 Total

2010 2011 2012Growth Rate (%)

2011→2012Growth Rate (%)

2010→2012Grand Total 8,611,175 6,218,752 8,358,105 34.4 - 2.9 South Korea 2,439,816 1,658,073 2,042,775 23.2 -16.3 China 1,412,875 1,043,246 1,425,100 36.6 0.9 Taiwan 1,268,278 993,974 1,465,753 47.5 15.6

Hong Kong 508,691 364,865 481,665 32.0 - 5.3

Thailand 214,881 144,969 260,640 79.8 21.3

Singapore 180,960 111,354 142,201 27.7 -21.4

Malaysia 114,519 81,516 130,183 59.7 13.7 India 66,819 59,354 68,914 16.1 3.1 Australia 225,751 162,578 206,404 27.0 - 8.6 U.S.A. 727,234 565,887 716,709 26.7 - 1.4 Canada 153,303 101,299 135,355 33.6 -11.7 United Kingdom 184,045 140,099 173,994 24.2 - 5.5 France 151,011 95,438 130,412 36.6 -13.6 Germany 124,360 80,772 108,898 34.8 -12.4 Russia 51,457 33,793 50,176 48.5 - 2.5

Spain 44,076 20,814 35,207 69.2 -20.1 Others 743,099 560,721 783,719 39.8 5.5

Total8.36 million

South Korea2.04 million(24.4%)

Taiwan1.47 million(17.5%)

China1.43 million(17.1%)

Hong Kong480,000(5.8%)

U.S.A.720,000(8.6%)

Thailand260,000(3.1%)

Singapore140,000 (1.7%)

Canada140,000(1.6%)

UK170,000(2.1%)

Germany110,000(1.3%)

France130,000(1.6%)

Australia210,000(2.5%)

Others580,000(6.9%)

2012 (final data)

Market Share of Foreign Visitors

Malaysia130,000(1.6%)

India70,000(0.8%)

Russia50,000(0.6%)

Asia: 6.26 million (74.9%)(Southeast Asia: 770,000 (9.3%))

North America850,000(10.2%)

Europe460,000(5.5%)

*"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.

Indonesia100,000(1.2%)

Vietnam60,000 (0.7%)

Philippines90,000 (1.0%)

Step 1: Provision of 　 Information (from March 2011)

Step 2: Invitation of media and travel agencies (from May 2011)

Step 3: Approach togeneral consumers(from October 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 conventionsTransmitting 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”

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

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 ～ )

Efforts to Regain Demand of Inbound Tourism after the Disaster

Trusted Sources of Information

Who do you trust when they say “Most of Japan is not affected by radiation and people’s life and business have returned to normal”? (Pick two choices.)

Number of respondents=2,230

International organization about nuclear safety

Government organization of your country

People of your country who live in Japan or visited Japan af-ter the earthquake

Friends/acquaintance

Trusty celebrities of your country

Family

Government organization of Japan such as Japanese Embassy

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

46.0

7.9

12.3

13.4

5.4

12.0

3.0

20.2

24.1

16.8

12.5

12.6

6.0

7.8

1 2

%

Tie-up with Lady Gaga

“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.”

May 17, 2011 on METRO New York (free paper; 340,000 copies)Lady Gaga was the guest editor of this issue.

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

- 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."

Preventing Cancellations of the International Events

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　　

“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 foreignvisitors in cooperation with local governments and theprivate sector.

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.

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.

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

■ 　 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

* Seasonal sightseeing and radioactivity

[Front page of English version]

■ 　 Number of pages: 12

■ 　 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.

Japan Photo Contest

■ 　 Campaign period: September 1, 2012 – February 15, 2013

http://japanphotocontest.jp (English, Korean, and traditional Chinese) http://japanphotocontest.cn (Simplified Chinese)

■ 　 Campaign website

①Register for the campaign and Visit Japan

④Those who posted excellent photos will be invited to the awards ceremony in Japan and offered prizes of premium cultural experience.

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).

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.

Results of the Photo Contest

• Participants: 17,070• Photos posted: 38,817

Three Core Values of Japan Tourism

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.

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 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.

Muchas Gracias!

www.visitjapan.jp