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Global Tourism Summit 2018 Japan Market Eric Takahata Managing Director Hawai‘i Tourism Japan etakahata@htjapan.jp #GTSHAWAII
Session overview Japan market update 1. Major opportunities 2. 2019 Leisure initiatives 3. 2019 MICE initiatives 4. Responsible tourism 5. Top takeaways 6. #GTSHAWAII
Japan market update
Japan market trends Japan’s economy ¥111 2.5% 1.71% 1.21% .92% 2017 2018 2019 Japan’s GDP Unemployment rate Exchange rate #GTSHAWAII 5
Japan market trends Japan’s economy 10% 43.5% Consumer confidence Consumption tax increase #GTSHAWAII 6
Japan market trends Hawai‘i price positioning Okinawa (3 nights) Guam (4 nights) ¥ 94,850 $ 948.50 ¥ 41,750 $ 417.50 Taiwan (3 nights) ¥ 35,988 $ 359.88 Saipan (4 nights) ¥125,208 $1,252.08 Korea (3 nights) Australia (3 nights) ¥152,400 $1,524.00 ¥ 28,950 $ 289.50 Bankok (4 nights) Hawai‘i ¥ 56,138 $ 561.38 ¥162,600 $1,626.00 #GTSHAWAII 7
Japan market trends 2017 Japan outbound travel market Hawaii China Hawaii Korea 9% Other 22% Taiwan China Thailand 16% Australia Hong Kong 3% Vietnam Philippines 3% Singapore Korea Guam 12% 3% Guam Philippines Hong Singapore Taiwan 4% Kong Australia Vietnam 10% Thailand 7% 4% Other 8% #GTSHAWAII 8
Japan market trends Japan visitor highlights 160,000 884,644 visitor arrivals 140,000 120,000 100,000 80,000 1.49% decrease from 2017 60,000 40,000 20,000 0 January February March April May June July 2017 2018 #GTSHAWAII 9
Japan market trends Japan visitor highlights $1,400.0 $1.34 billion total expenditures $1,370.0 $1.34 $1,340.0 $1,310.0 $1.25 $1,280.0 7.16% increase from 2017 $1,250.0 $1,220.0 $1,190.0 $1,160.0 January - July 2017 2018 #GTSHAWAII 10
Japan market trends Airlift Fuel surcharge rates (¥) 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 2016 2017 2018
Japan market trends Consumer • Government initiatives • Consumption habits • Sharing economy • Millennials
Japan market trends Travel trade Changing Japan Rapid growth Rise in repeat visitor profile of FIT market visitors
Japan market trends Technology Technology for IoT & AI Virtual reality promotions workforce development #GTSHAWAII 14
Japan market trends Japan natural disasters Natural Disasters Dates (2018) Area Earthquake 9/9 Hokkaido Typhoon 21 8/28 - 9/5 Kinki (Jebi) Typhoon 20 8/18 - 8/24 Kinki, Shikoku (Cimaron) Typhoon 12 7/25 - 8/3 Kinki, Kanto (Jongdari) Torrential Rains 6/28 - 7/9 Kinki, Chugoku Earthquake 6/18 Kansai #GTSHAWAII 15
Japan market trends Airline • Focus on Kona recovery efforts • Regional cities potential/charter flights • Increased competition anticipated in 2019 • Airbus A380 implementation by ANA #GTSHAWAII 16
Major opportunities
Major opportunities JTB’s Global Destination #1 Campaign #2 Eleven 3-day weekends Extended Golden Week #3 #GTSHAWAII 18
Major opportunities Applying technology #4 for targeted promotions #5 Growing FIT market Rising world tourism #6 population #GTSHAWAII 19
2019 Leisure initiatives #GTSHAWAII 20
2019 Leisure initiatives 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 #GTSHAWAII
2019 Leisure initiatives Neighbor Island Promotions 2017 Japanese 2018 2019 Arrivals Forecast Goal Hawai‘i Island 189,551 210,000 230,000 Maui 57,738 59,600 60,800 Kaua‘i 26,502 26,600 27,200 Moloka‘i 2,515 2,540 2,590 Lāna‘i 2,373 2,400 2,450 #GTSHAWAII 22
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 #GTSHAWAII 23
2019 Leisure initiatives Fukuoka Sapporo 3.93% 3.18% Regional City First-Timer Promotions Nagoya 6.51% Narita 47.79% Initiatives • Regional City Media + Travel Agencies Daily air seats Kansai 7,077 (*July 2019) 23.33% + Airlines + HTJ Co-op Campaigns • Satellite Office promotions • Passport campaigns Tokyo Haneda 63.05% 15.26% 1.89 of 2.14 million seats from Japan are expected to originate from two major regions #GTSHAWAII 24
2019 MICE initiatives
2019 MICE target pillars 1. Incentive 2. Edu-tourism 3. Sports 4. Entertainment 5. Attendance building #GTSHAWAII
Responsible tourism #GTSHAWAII 27
Responsible tourism • Aloha Program’s focus on Hawaiian culture • Cultural FAM tours • Development of cultural packages for first timers and repeaters #GTSHAWAII 28
Responsible tourism • MICE edu-tourism and exchange program opportunities • Partner with local nonprofits • Collaborate with industry partners to develop responsible tourism products #GTSHAWAII 29
Top takeaways
Top takeaways Japan is Hawai‘i’s top international market #1
Top takeaways Danger of “business as usual” as Japanese visitors evolve #2 2006 2018
Top takeaways Weathering future storms #3
Questions? Eric Takahata Managing Director Hawai‘i Tourism Japan etakahata@htjapan.jp #GTSHAWAII
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