all of kansai is united to attract inbound tourists!...established in march 2016. 62 public- and...

All of Kansai is united to attract inbound tourists!

-Initiatives of the Kansai International Tourism Organization-

March 2017

◆ Established in March 2016. ◆ 62 public- and private-sector groups, such as prefectural governments, government ordinance-designated cities, business organizations, tourism organizations, and regional branches of national governmental organizations in the Kansai area participate. (10 prefectures, including the six Kinki prefectures plus Fukui, Mie, Tottori and Tokushima) ◆ The organization promotes attraction of inbound tourists (non-Japanese travelers from overseas). ・Participation in overseas travel fairs and business conferences ・Tours that let people experience Kansai to the fullest. (for overseas travel agency representatives and the press) ・Seminars and tours providing information on national a ◆ As of April 1, 2017, renamed KANSAI Tourism Bureau. (a general incorporated foundation)

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○ The organization derives strength from the participation of local governments, business organizations, tourism organizations and regional branches of national governmental organizations throughout Kansai in the country participate. Transcending boundaries between the public and private sector and between prefectures, the KANSAI Tourism Bureau “fills the gaps and makes the connections ”for a unified, Kansai-wide tourism policy. ○ Respect for the distinctive character of regions and a healthy competition among them.

1. Overview of Kansai International Tourism Organization

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1：Eyeglasses of Sabae [FUKUI] 2：Fukuiraptor Fossils [FUKUI] 3：Snow Crab [FUKUI, KYOTO, HYOGO, TOTTORI] 4：20th century Pear [TOTTORI] 5：Tottori Sand Dunes [TOTTORI] 6：Himeji Castle [HYOGO] 7：Kobe Port Cruises[HYOGO] 8：Tumulus of Emperor Nintoku [OSAKA] 9：Nation’s Kitchen (Takoyaki and Kushikatsu) [OSAKA] 10：Awa Dance [TOKUSHIMA] 11：Ohnaruto Bridge and Whirlpools [TOKUSHIMA] 12：Tsutenkaku Tower [OSAKA] 13：Daimonji [KYOTO] 14：Five-story Pagoda [KYOTO] 15：Funa Crucian Carp [SHIGA] 16：Lake Biwa [SHIGA] 17：Deer in Nara Park [NARA] 18：Buddha Vairocana Statue at Todai-ji Temple [NARA] 19：Unshu Mikan Citrus [WAKAYAMA] 20：Ise-jingo Shrine [MIE] 21：Ise-ebi Japanese Spiny Lobster [MIE] 22：Kumano-kodo Pilgrimage Routes [WAKAYAMA, MIE, NARA]

○ The organization’s symbol mark is a flower comprised of famous sites and popular specialties of 10 Kansai prefectures. ○ This symbol mark is to be used in promotional materials such as pamphlets and videos. (Can be used freely by those who apply via the website and receive permission.)

2. Brand concept “Hanayaka Kansai: The Flower of Japan - Kansai”

○ We released the Kansai International Tourism Guidelines, which outline policy directions for Kansai-wide, joint public- and private-sector initiatives to attract inbound tourists over the three years through 2018. ○ With five key policy directions, the Guidelines designate target countries as “strategic reinforcement markets,” “growth markets,” or “repeat visitor markets,” and lay out strategies and numerical targets for each country.

Numerical targets for the entire Kansai region

2015 (actual)

2020 (target)

Percentage of all foreign tourists visiting Japan 40.0% 45.0%

Number of foreign tourists visiting Japan

Approx. 7.9 million

18 million people

Number of foreign guest stays

15.92 million nights

37 million nights

Amount spent by non-Japanese visitors to Japan

Approx. 1.39 trillion yen 3 trillion yen

1. Aim to be a top Asian tourism and cultural capital on a global scale.

2. All of Kansai, both the public and private sectors, works together to build the Kansai brand

3. Offer a pleasant, comfortable environment for travelers 4. Identify, utilize and maximize the appeal of a wide

range of tourism resources 5. Partner with large-scale international sporting events

Strategies by country

■Strategic Reinforcement Markets (disseminate information primarily about Japanese culture differing from that of the West, etc.) Target countries: UK, Germany, France, Australia, USA, Canada, Italy, Spain ■ Growth Markets (distribute varying tourism-related content according to market preferences) Target countries: Thailand, Malaysia, Singapore, Indonesia, Vietnam, Philippines, India, Russia ■ Repeat Visitor Markets (constantly disseminate up-to-date information on Kansai, with a focus on repeat visitors) Target countries: South Korea, China (strengthen measures for independent travelers in particular), Taiwan, Hong Kong

Five policy directions for attracting tourists Overview of the Kansai International Tourism Guidelines (released September 14, 2016)

Formulation of Kansai International Tourism Guidelines

3. Key initiatives in fiscal 2016

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Promotion in foreign countries

○ Partner with Japan National Tourism Organization (JNTO) or Kinki District Transport Bureau to present Kansai booths at business-to-business or business-to-customer travel fairs held in other countries. Disseminate PR for individual prefectures and cities and offer experiences of Kansai culture, etc. ○ In Taiwan, where there are a large number of repeat visitors, hold business conferences in which tourism-related Kansai businesses directly participate. ○ Conduct “familiarization trips” for influential overseas bloggers and travel agents experience traveling in Kansai, and “press tours” to which overseas media are invited.

【 Fiscal 2016 results 】

○ Overseas promotions: 20 times in 12 countries (Travel fairs, business conferences / exhibitions / PR, events, etc.) ○ Familiarization trips: 39 times in each prefectural city of Kansai(bloggers and travel agents invited) ○ Press tours: Mie Prefecture and Nara Prefecture (Total of 18 participants from 17 companies)

Promotion tools produced by the Kansai International Tourism Organization

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< Travel fairs >

Canada, Montreal, Salon International Tourisme Voyages (October 2016): Admiration for history and culture is strong, and interest in Kumano and Kyoto is high.

Germany, CMT: The Holiday Exhibition (January 2017): There are many people who hope to visit Tokyo and Kansai.

China, Shanghai World Travel Fair (May 2016): Stronger interest in Kansai booth than in other area of Japan. Hands-on Uji matcha tea experience also popular.

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< Taiwan Grand Business Talks >

Held in September in three cities: Taipei, Taichung and Kaohsiung. Approximately 100 local governments and tourism organizations from Kansai participated, with approximately 200 Taiwanese organizations including local travel agencies, airlines, etc. Direct business negotiations were conducted.

Travelers from Taiwan, where there are many repeat visitors to Japan, tend to seek “a journey that no-one else has yet taken.” There was active interest in booths other than those of prominent large cities such as Kyoto and Osaka.

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< Press Tour, Familiarization Trip >

A press tour and a familiarization trip were conducted in each prefecture in Kansai. Press tours conducted in Nara and Mie prefectures in 2016 were publicized in the media in countries such as China, South Korea and Italy.

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< Overseas distribution of broadcast content >

As an overseas content distribution support project implemented by the Ministry of Internal Affairs and Communications, the Kansai region was introduced on the TV program Nhật Bản Sống Động (Hospitality Japan), broadcast throughout Vietnam.

Program overview Title: Nhật Bản Sống Động (Hospitality Japan) Broadcasting station: VTV3, a popular channel run by the Vietnamese public broadcaster *After the nationwide broadcast, it was broadcast on regional cable channels nationwide and posted on YouTube Broadcasting date: January 9-13 and 16-20, 2017 9:30 - 10:00 AM (total of 10 episodes) Outline: · A love story that incorporates abundant regional content such as ninjas and cuisine. · Shot in Osaka, Wakayama, Mie, Shiga. · Popular Vietnamese actors and actresses appeared.

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May China Travel Fair

June North America

Familiarization trip

South Korea Travel Fair

July India Familiarization trip

Vietnam Familiarization trip

Singapore Familiarization trip

South Korea Familiarization trip

August

Hong Kong Familiarization trip

Malaysia Familiarization trip

Singapore Travel Fair

China Travel Fair

Taiwan, Hong Kong

Top-priority destination promotion

Indonesia Familiarization trip

September

Hong Kong Travel Fair

Malaysia Travel Fair

Taiwan Major business conference


China Familiarization trip


September

Thailand, Malaysia, Singapore



Hong Kong Travel Fair


October

Philippines Travel Fair



Taiwan Familiarization trip

Philippines Familiarization trip

Canada Travel Fair

Vietnam Filming on location

South Korea Event



November




China Travel Fair


November


Europe Familiarization trip


December



Thailand, Malaysia, Singapore


January

Germany Travel Fair



Philippines Familiarization trip


Thailand Familiarization trip

Singapore Familiarization trip

February

Taiwan Familiarization trip


Thailand Travel Fair

Philippines Travel Fair

North America

Travel Fair

March

Indonesia Travel Fair

Status of overseas promotion and familiarization trip implementation in FY2016

August 24 Seminar on acceptance of foreign travelers (co-hosted with Kinki District Transport Bureau)

July 29 Lecture by head of the Japan Tourism Agency

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Seminars and tours (offering information)

○ Seminars and tours for municipal tourism staff were conducted, and up-to-date information on inbound travel was offered. ○ Useful information, such as national trends and events in Kansai, distributed by e-mail magazine.

○ In 2015, the Kansai tourism route “The Flower of Japan, Kansai” was recognized as one of the Japan Tourism Agency’s projects to develop wide-area tourism routes. ○ There are two recommended courses, the Northern Kansai course featuring World Heritage, spectacular scenery and the charms of every season, and the Southern Kansai course featuring World Heritage and Japanese spiritual culture. These are aimed at promoting travel around various different parts of Kansai.

【NORTHERN KANSAI】 “World Heritage and Spectacular Scenery: Tradition and Natural Beauty in Harmony” Course <Main sites on route>Osaka Castle, cultural properties of ancient Kyoto, Hikone Castle, city of Obama / town of Wakasa, Mikata-goko Lakes, Amanohashidate, Tottori Sand Dunes, San'in Kaigan Global Geopark, Misasa Onsen Hot Springs, Himeji Castle, Engyo-ji Temple, Naruto / Tokushima, the Naruto whirlpools, Rokko / Arima / Kitano, Mozu / Furuichi Kofun-gun(Tumulus Cluster), and old Takenouchi Kaido route (Fly in and out of KIX)

【SOUTHERN KANSAI】 “Sites of Japanese Spiritual Culture: Legends of Beauty” Course <Main sites on route>Mt. Koyasan, Okuno-in, Kongobu-ji Temple, Nanki Kumano, Engetsu Island, Shirahama Onsen hot springs, Mt. Nachi Seiganto-ji Temple, Kumano Nachi Taisha Shrine, Nachi Falls, Katsuura Onsen hot springs, Kumano Hongu Taisha Shrine, Kumano Kodo pilgrimage route, Totsukawa Onsen hot springs, Tanise-no-tsuribashi Rope Bridge, cultural properties of ancient Nara, Nara Park, Kasuga Taisha Shrine, cultural properties of ancient Kyoto, Mt. Hiei Enryaku-ji Temple, Daisen (Emperor Nintoku) Kofun (Tumulus), Sakai Hamono Museum, Sakai Plaza of Rikyu and Akiko, Mozu / Furuichi Kofun-gun (Tumulus Cluster), and Takenouchi Kaido (Fly in and out of KIX)

(* Both courses can be completed in 8 days) 12

Wide-area tourism promotion project “The Flower of Japan, Kansai”

Results of KANSAI ONE PASS user satisfaction survey

44% 29%

50% 51%

29% 29%

50%

7%

28% 41%

47%

60%

37% 40%

59%

41%

44%

71%

48%

48%

8% 10% 13% 7% 12%

29%

6% 21%

16%

10%

1% 1% 2% 8%

1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

台湾

(307)

香港

(87)

中国

(62)

韓国

(55)

ﾏﾚｰｼｱ

(17)

ﾌｨﾘﾋﾟﾝ

(17)

ｼﾝｶﾞﾎﾟｰﾙ

(16)

タイ

(14)

その他

(25)

合計

(600)

不満

ふつう

満足

大変満足

Number of responses in parentheses

○ Based on JR West’s ICOCA Card, KANSAI ONE PASS is a special IC card-type (contactless) ticket for non-Japanese travelers, which also offers privileges at various tourist destinations. It went on sale at various private-sector railway, JR, and subway stations and elsewhere in April 2016. About 50,000 units were sold by the end of February 2017. ○ We are currently analyzing detailed behavior of Kansai One Pass users.

About 90% of respondents were either “very satisfied” or “satisfied”

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KANSAI ONE PASS: IC card-type ticket with special benefits

Taiwan Hong China South Malaysia Philippines Singapore Thailand Others Total (307) Kong (62) Korea (17) (17) (16) (14) (25) (600) (87) (55)

Dissatisfied Neither Particularly Satisfied nor Dissatisfied

Satisfied Very Satisfied

○ KANSAI Free Wi-Fi (Official) (app for Android or iPhone) became operational in October. It enables use of free Wi-Fi spots in various parts of Kansai with a single sign-in. ○ Easily connect with a single button to free Wi-Fi maintained by municipalities, convenience stores, railways, etc., in Kansai, and access the Internet access for free.

Image of KANSAI Free Wi-Fi (Official) app in use

< Free Wi-Fi operated by local governments > Shiga, Kyoto, Osaka, Hyogo, Nara, Wakayama, Tottori, Tokushima, Kyoto City, Kobe City < Free Wi-Fi operated by convenience stores > Seven & i Holdings, FamilyMart, Lawson < Free Wi-Fi operated by transit providers > Kyoto Station, Shin-Osaka Station, Kansai International Airport, Osaka International Airport, Kobe Airport, Hankyu Railway, Hanshin Railway, Kintetsu Railway, Keihan Railway, Nankai Railway, Osaka Municipal Subway

【Main areas of availability】 (Number of access points: approximately 24,000)

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KANSAI Free Wi-Fi (Official)

(1)Tap Connect button

(2)KYOTO-WiFi Portal page displayed

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April 2017: Establish wide-area cooperation DMO* KANSAI Tourism Bureau

○ As of April 1, 2017, the Kansai International Tourism Organization (a voluntary-membership organization) will merge with the Osaka Bay Area Development Organization (Foundation for Kansai Regional Promotion), which has handled administrative duties for the Kansai International Tourism Organization, to form the KANSAI Tourism Bureau, a wide-area cooperation DMO* (destination marketing organization). ○ Tourism-related initiatives previously handled by the Union of Kansai Governments and the Kansai Economic Federation will also be transferred to the new organization and integrated, and the cultural promotion projects formerly carried out by the Osaka Bay Area Development Organization will also be integrated into the tourism business, facilitating and effective tourism measures carried out from a broader-based perspective.

Restructuring as KANSAI Tourism Bureau announced on December 22, 2016

4. Future activities

*DMO = Destination Management/Marketing Organization

■Multilingual Call Center Implemented an emergency telephone interpreting service offering Mandarin, Cantonese, Korean, English and French service. Available throughout Kansai area 24 hours a day.

< Major new initiatives of the KANSAI Tourism Bureau for fiscal 2017 >

■Empty-handed Tourism Promotion Project Courier service utilizing system of existing home delivery company to deliver suitcases, etc. KANSAI Tourism Bureau delivers PR, utilization guidance, consolidated billing, etc., to non-Japanese tourists.

■Muslim-Friendly Environment Improvement Project Lectures for businesses on serving Muslim guests (degrees of rigor, etc.)

■Wide-Area Partnership DMO Project Convention of liaison conference of wide-area tourism promotion organizations in Hokkaido, Tohoku, Chubu, Shikoku and Kyushu. Liaison conference for DMO within Kansai also to be held.

■Hospitality Badge Project Widespread distribution through economic organizations, etc., of “Hospitality Badges” indicating the languages people speak, and increase in number of volunteers that help non-Japanese in need around town.

*Photo is for illustrative purposes only. *The content may be changed.

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Initiatives of the KANSAI Tourism Bureau for fiscal 2017

Category Initiative name Initiative summary Marketing Marketing Research Information gathering and analysis of the latest trends in the travel market in Japan, and

delivery of information to various stakeholders. Information gathered by KPO (Kansai Promotion Office)

Establishment of KPO to investigate and analyze information related to travel to Japan, status of travel products sold in other countries, reports in other countries’ media, etc.

Promotion Exhibiting in travel fairs, implementation of familiarization trips and business conferences

In order to promote visits by non-Japanese tourists to Kansai, various promotions are carried out including exhibiting at travel fairs; familiarization trips for media, travel agents, bloggers, educational travel stakeholders, etc.; and business conferences. In addition, effective promotion of the “Legends of Beauty” route will be carried out.

Attracting travelers from strategic reinforcement markets

In Australia, seminars for local travelers and the media will be carried out in partnership with the top-priority destination promotion carried out by the Union of Kansai Governments, as well as familiarization trips and exhibiting in local travel fairs.

Creation and marketing of regional optional tours

Optional tours related to the “Legends of Beauty” route, to be marketed in other countries, will be introduced and preparations for sale examined.

Provide common

infrastructure services

Promotion of KANSAI Free Wi-Fi

Strategically publicize the single-sign-in application KANSAI Free Wi-Fi (Official)

Promotion of KANSAI ONE PASS

Sales of KANSAI ONE PASS, valid on nearly all transit in the region, to non-Japanese travelers so as to boost movement around Kansai.

Distribution of Hospitality Badges

Distribute “Hospitality Badges” (tentative name) indicating the languages people speak, so as to offer assistance to non-Japanese in need around town.

Establishment of Multilingual Call Center

Establish Multilingual Call Center (Interpretation Center), which tourism businesses, etc. can easily use on a one-stop basis. Service is to be used when there is urgent need for an interpreter.

Popularization and promotion of Empty-handed Tourism Promotion Project

To promote comfortable, hands-free movement when traveling from accommodation facilities in the Kansai area to the airport, or from one accommodation facility to another, etc., existing home delivery services will be promoted and popularized among non-Japanese travelers.

Muslim-Friendly Environment Improvement Project

Project aims to heighten awareness of prayer sites, dietary restrictions, etc. Seminars will be held throughout Kansai so as to increase number of businesses capable of serving Muslim customers.

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Category Initiative name Initiative summary Cultural

promotion Cooperation with internationaltourism field Kansai Genki Bunka-ken (Kansai Zone of Spirits and Culture).

Matching between cultural projects and international tourism projects. Kansai Genki Bunka-ken Promotion Council carries out activities such as Kansai Culture Day and the Kansai Genki Bunka-ken Awards.

Dissemination of information

Information dissemination via Kansai Window

Information on the appeal and potential of Kansai to be disseminated in a timely fashion, in Japan and overseas, via the website Kansai Window.

Information dissemination via social media

Kansai tourist information to be disseminated primarily on Facebook.

Press tours Non-Japanese correspondents stationed in the Tokyo area will be invited to Kansai and offered opportunities to see the appeal of the Kansai region up close.

Publication of information magazines

Publication of free magazine containing information on Kansai for non-Japanese tourists, funded by advertising revenue.

all of kansai is united to attract inbound tourists!...established in march 2016. 62 public- and...

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