The three-year marketing plan, developed by the Japan National Tourism Organisation, covers the strategic years of FY2023 through FY2025. The goal of this plan is to increase inbound travel and achieve the government’s lofty goals, which include raising revenue by 5 trillion JPY, achieving a consumption unit price of 200,000 JPY per person, luring foreign tourists to rural areas, and hastening the recovery of foreign arrivals. As part of the comprehensive “Tourism Promotion Basic Plan,” these goals have been set.
With travellers eager to discover new places to visit, the tourism industry is experiencing a resurgence as the world slowly recovers from the global pandemic. Japan, known for its mesmerising culture and stunning landscapes, is now open to tourists once more. The Japan National Tourism Organisation (JNTO) recently unveiled a three-year marketing plan based on the three pillars of “Strategy by Market,” “Cross-Market Strategy on high-value-added travel, adventure travel (AT), and Osaka Kansai EXPO,” and “MICE Strategy” with the goal of reviving inbound tourism and showcasing the nation’s distinctive allure.
The goal of the market-specific strategy is to identify consumers from each market who have a high per-unit cost of travel and a high intention to travel locally, and to organise promotional passions (themes) and tourism content to appeal to each target’s interests. Additionally, effective promotion strategies based on each target’s preferred contact media and methods for making travel reservations are prioritised in a list.
In order to draw in high-value travel, this cross-market strategy will encourage the networking of domestic stakeholders, the gathering of service information, and the bolstering of sales. Additionally, AT collaborates with AT’s global organisation, Adventure Travel Trade Association (ATTA), with the goal of assisting initiatives in various regions of Japan and enhancing the draw of tourists. JNTO will promote the promotion of luring tourists to local areas while promoting the momentum of holding the Expo in the run-up to the Osaka-Kansai Expo.
In the MICE strategy, JNTO will work to draw foreign conferences and incentive trips in addition to the “Tourism Nation Promotion Basic Plan,” based on the “New Era Inbound Expansion Action Plan” created in May of this year.
In order to guarantee the long-term viability and preservation of Japan’s natural and cultural resources, a new strategy that places a strong emphasis on sustainable tourism has been carefully developed. The government will carefully promote itself to the world using this strategy.
Source-Travel biz