global tourism summit 2018 · #gtshawaii 5 unemployment rate 2.5% 2017 2018 2019 japan’s gdp...
TRANSCRIPT
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Global Tourism Summit 2018
Japan Market
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Eric Takahata
Managing Director
Hawai‘i Tourism Japan
Session overview
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1. Japan market update
2. Major opportunities
3. 2019 Leisure initiatives
4. 2019 MICE initiatives
5. Responsible tourism
6. Top takeaways
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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0
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
Japan market trends
Airlift
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Fuel surcharge rates (¥)
2016 2017 2018
Japan market trends
Consumer
• Government initiatives
• Consumption habits
• Sharing economy
• Millennials
Japan market trends
Travel trade
Changing Japan
visitor profile
Rapid growth
of FIT market
Rise in repeat
visitors
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Japan market trends
Technology
IoT & AITechnology 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
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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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
Arrivals2018
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
2019 MICE initiatives
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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
Top takeaways
Top takeaways
#1 Japan is Hawai‘i’s top international market
Top takeaways
#2 Danger of “business as usual” as Japanese visitors evolve
2006 2018
Top takeaways
#3 Weathering future storms
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