#GTSHAWAII 1 Global Tourism Summit 2018 Japan Market Eric - - PowerPoint PPT Presentation

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#GTSHAWAII 1 Global Tourism Summit 2018 Japan Market Eric - - PowerPoint PPT Presentation

Aug 20, 2022 236 likes •598 views

#GTSHAWAII 1 Global Tourism Summit 2018 Japan Market Eric Takahata Managing Director Hawaii Tourism Japan etakahata@htjapan.jp #GTSHAWAII Session overview Japan market update 1. Major opportunities 2. 2019 Leisure initiatives 3.

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1 #GTSHAWAII

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Global Tourism Summit 2018 Japan Market

#GTSHAWAII

Eric Takahata Managing Director Hawai‘i Tourism Japan etakahata@htjapan.jp

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Session overview

#GTSHAWAII

1.

Japan market update

2.

Major opportunities

3.

2019 Leisure initiatives

4.

2019 MICE initiatives

5.

Responsible tourism

6.

Top takeaways

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Japan market update

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Unemployment rate

2.5%

2017 2018 2019

Japan’s GDP 1.71% 1.21% .92%

Exchange rate

¥111

Japan market trends

Japan’s economy

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Consumer confidence

43.5%

Consumption tax increase

10%

Japan market trends

Japan’s economy

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Hawai‘i price positioning

Japan market trends

Okinawa (3 nights) Taiwan (3 nights) Korea (3 nights) Bankok (4 nights) ¥ 41,750 $ 417.50 ¥ 35,988 $ 359.88 ¥ 28,950 $ 289.50 ¥ 56,138 $ 561.38 Guam (4 nights) Saipan (4 nights) Australia (3 nights)

Hawai‘i

¥ 94,850 $ 948.50 ¥125,208 $1,252.08 ¥152,400 $1,524.00

¥162,600 $1,626.00

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Japan market trends

2017 Japan outbound travel market

Hawaii 9% China 16% Korea 12% Taiwan 10% Thailand 8% Hong Kong 7% Vietnam 4% Singapore 4% Guam 3% Philippines 3% Australia 3% Other 22% Hawaii China Korea Taiwan Thailand Hong Kong Vietnam Singapore Guam Philippines Australia Other

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20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 January February March April May June July 2017 2018

1.49% decrease from 2017

884,644 visitor arrivals

Japan market trends

Japan visitor highlights

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7.16% increase from 2017

$1.34 billion total expenditures

$1,160.0 $1,190.0 $1,220.0 $1,250.0 $1,280.0 $1,310.0 $1,340.0 $1,370.0 $1,400.0 January - July 2017 2018

$1.34 $1.25

Japan market trends

Japan visitor highlights

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Japan market trends

Airlift

2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000

Fuel surcharge rates (¥)

2016 2017 2018

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Japan market trends

Consumer

  • Government initiatives
  • Consumption habits
  • Sharing economy
  • Millennials
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Japan market trends

Travel trade Changing Japan visitor profile Rapid growth

  • f FIT market

Rise in repeat visitors

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Japan market trends

Technology IoT & AI Technology for workforce development Virtual reality promotions

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Japan market trends

Japan natural disasters

Natural Disasters Dates (2018) Area Earthquake 9/9 Hokkaido Typhoon 21 (Jebi) 8/28 - 9/5 Kinki Typhoon 20 (Cimaron) 8/18 - 8/24 Kinki, Shikoku Typhoon 12 (Jongdari) 7/25 - 8/3 Kinki, Kanto Torrential Rains 6/28 - 7/9 Kinki, Chugoku Earthquake 6/18 Kansai

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Japan market trends

Airline

  • Focus on Kona recovery efforts
  • Regional cities potential/charter flights
  • Increased competition anticipated in 2019
  • Airbus A380 implementation by ANA
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Major opportunities

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Major opportunities

#1 Eleven 3-day weekends Extended Golden Week JTB’s Global Destination Campaign #2 #3

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Major opportunities

Applying technology for targeted promotions Growing FIT market Rising world tourism population #4 #5 #6

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2019 Leisure initiatives

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#GTSHAWAII

  • 1. Discover Hawai‘i Campaign
  • 2. Neighbor Island Promotions
  • 3. Affluent Market Promotion
  • 4. Romance Market Program
  • 5. Millennial Campaign
  • 6. Aloha Program
  • 7. Regional City First-Timer Promotions
  • 8. Collaboration with Private Companies:

“Konin” Program

2019 Leisure initiatives

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189,551 210,000 230,000 57,738 59,600 60,800 26,502 26,600 27,200 2,515 2,540 2,590 2,373 2,400 2,450

2019 Leisure initiatives

Neighbor Island Promotions

Hawai‘i Island Maui Kaua‘i Moloka‘i Lāna‘i 2017 Japanese Arrivals 2018 Forecast 2019 Goal

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2019 Leisure initiatives

Neighbor Island Promotions

Goals

  • Increase media exposure
  • Apply digital marketing to raise awareness
  • Educate consumers and agents
  • Enhance product development
  • Co-op with airlines, wholesalers and OTA
  • Improve infrastructure
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2019 Leisure initiatives

Regional City First-Timer Promotions

Narita 47.79% Haneda 15.26% Kansai 23.33% Nagoya 6.51% Sapporo 3.93% Fukuoka 3.18%

Daily air seats 7,077 (*July 2019)

Tokyo 63.05%

1.89 of 2.14 million seats from Japan are expected to originate from two major regions

Initiatives

  • Regional City Media + Travel Agencies

+ Airlines + HTJ Co-op Campaigns

  • Satellite Office promotions
  • Passport campaigns
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2019 MICE initiatives

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#GTSHAWAII

2019 MICE target pillars

  • 1. Incentive
  • 2. Edu-tourism
  • 3. Sports
  • 4. Entertainment
  • 5. Attendance building
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Responsible tourism

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Responsible tourism

  • Aloha Program’s focus on

Hawaiian culture

  • Cultural FAM tours
  • Development of cultural packages

for first timers and repeaters

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Responsible tourism

  • MICE edu-tourism and exchange

program opportunities

  • Partner with local nonprofits
  • Collaborate with industry partners to

develop responsible tourism products

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Top takeaways

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Top takeaways

#1 Japan is Hawai‘i’s top international market

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Top takeaways

#2 Danger of “business as usual” as Japanese visitors evolve

2006 2018

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Top takeaways

#3 Weathering future storms

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Questions?

#GTSHAWAII

Eric Takahata Managing Director Hawai‘i Tourism Japan etakahata@htjapan.jp

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