Visit World CampaignVWC Basic Scheme & 2010 Promotional Activity Plan

Japan Association of Travel Agents (JATA)VWC 20 Million Travelers Promotion Office

April 2010

Under the auspices of the Tourism Nation Promotion Act, the Japanese government is encouraging the expansion of two-way tourism between Japan and the world. The policy calls for increasing inbound visitors to Japan to 10 million people and increasing Japanese outbound travelers to 20 million people by 2010.

The Japanese travel abroad has not increased during the last several years. It was influenced by such factors as a shift away from overseas travel by young people, stagnant growth in departures from Japan’s regional centers and lackluster consumer spending.

In today’s global society, two-way tourism plays an important role in elevating Japan’s profile in the world and fostering understanding of Japan. It is with these goals in mind that the Visit Japan Campaign and now the Visit World Campaign (VWC) were launched.

The VWC brings together the Japan Tourism Agency and other related government ministries, tourism offices, airlines, airport authorities and other concerned parties as members of the VWC 20 Million Travelers Promotion Special Committee and establishes the VWC Promotion Office at Japan Association of Travel Agents (JATA). The two bodies are tasked with stimulating outbound travel including travel from Japan’s regions.

The VWC will unite the Japanese travel and tourism industry behind the common goal of achieving the target of 20 million outbound travelers by 2010.

Summary and ObjectivesThe Visit World Campaign, launched in 2008, seeks to boost The Visit World Campaign, launched in 2008, seeks to boost

Japanese overseas travelJapanese overseas travel

Introduction

1. Basic Scheme of the Visit World Campaign

2. Japanese Overseas Travelers

3. Visit World Campaign Promotional Activities for 2010

Visit World Campaign Objectives(Three-year Project for 2008 to 2010)

Basic Concept:• Expand Two-way Tourism between Japan and the world

Objectives:• Increase the number of Japanese outbound travelers to

20 million by 2010• Review the current business model and build a stronger

business relationship between Japanese tour operators and travel agencies and overseas travel business partners

Visit World Campaign Organization Chart

VWC 20 Million Travelers Promotion Executive Committee

Japan Tourism Agency, JATA, Travel Agencies, Land Operators,Overseas Government Tourism Offices, Airlines, Airport Operators

VWC 20 Million Travelers Promotion Executive Committee

Japan Tourism Agency, JATA, Travel Agencies, Land Operators,Overseas Government Tourism Offices, Airlines, Airport Operators

Three Main Strategic Pillars

1. Destination Promotion Strategy2. Japan Regional Redevelopment Strategy3. Direct Marketing & Media Strategy

Three Main Strategic Pillars

1. Destination Promotion Strategy2. Japan Regional Redevelopment Strategy3. Direct Marketing & Media Strategy

Various Structural IssuesConsideration of Regulatory reformAir transportation issues (with airlines)

JATA Outbound Travel Committee

VWC 20 Million TravelersPromotion Office

Three-Year Plan 2008-2010 & Target MarketsOverseas Travel Promotion and Demand Stimulation

Target MarketsTarget Markets✔ Youth Market – 20’s and 30’s✔ Senior Market✔ Family Travel Market

The First Two Years (2008 & 2009)The First Two Years (2008 & 2009)Focus and SelectionRestructuring of Business Model

The Third Year (2010)The Third Year (2010)The Year of Great Strides

VWC 20 Million Travelers Promotion Office OrganizationVWC 20 Million Travelers Promotion Office Organization

(1) Promotion Office structure as of April 20101) Total Number of Staff Members: 92) Director: Hiroshi Sawabe3) Deputy Director: Yuzo Kojima 4) Staff: Toru Fujiwara (from Hankyu Express)

Yuzo Murakami (from Jalpak)Katsuko Shimizu (from Kinki Nippon Tourist)Kanjyu Tsukizawa (from ANA Sales) Nobuyoshi Yamamoto (from NTA)Takeshi Yanagawa (from JTB)

5) General affairs: Momoko Seto

(2) Regular Update Meetings1) Update Meeting of VWC Activities

- Every other month with JATA Overseas Travel Committee members- Quarterly with directors of ANTOR, BOAR, OHEA and OTOA

2) JATA・VWC Staff Meetings Twice a month with JATA Secretary General, Vice Secretary General andDirector of JATA Outbound Travel Department

1. Basic Scheme of the Visit World Campaign

2. Japanese Overseas Travelers

3. 2010 Visit World Campaign Promotional Activities for 2010

Number of Japanese Overseas Travelers (2000-2010)

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Actual Target

29.5-3.4 -7.6-1.3 0.8 3.4 26.6 -19.5 1.9 -9.0 8.9Growth

20,00015,44515,98717,29817,53417,40316,83113,29616,52316,21617,819Actual

20102009200820072006200520042003200220012000

(Thousands)

Data Source: JNTO

Monthly Japanese Overseas Travel (2007Monthly Japanese Overseas Travel (2007--2009)2009)

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2007 2008 2009

(Thousands)

17,294,9351,370,6881,451,1161,484,1021,550,6011,687,0501,413,2311,381,9221,305,5741,289,7131,575,4781,377,6701,407,7902007

15,987,2501,275,2861,264,1041,353,4821,370,6311,486,0161,331,8671,272,6631,267,9511,183,1911,455,5051,372,6261,353,9282008

15,445,5301,281,2361,279,3181,364,4471,590,6071,516,5881,276,275947,9281,036,3561,201,6141,419,0421,359,5801,172,5392009

▲3.4＋0.5＋1.2+ 0.8+ 16.0+ 2.0▲ 4.2▲ 25.5▲ 18.3＋ 1.6▲ 2.5▲ 1.0▲ 13.4’09/’08Growth

Sep Oct Nov DecAug TotalJulJunMayAprMarFebJanMonth

Data Source： JNTO

1. Basic Scheme of the Visit World Campaign

2. Japanese Overseas Travelers

3. Visit World Campaign Promotional Activities for 2010

Overseas Travel Promotion and Demand Stimulation Overseas Travel Promotion and Demand Stimulation Three Main Strategic PillarsThree Main Strategic Pillars

Three MainStrategic

Pillars

Three MainStrategic

Pillars

DestinationPromotion Strategy

Japan RegionalRedevelopment

Strategy

Direct Marketing &

Media Strategy

Market Research & Development

VWC VWC Promotional Promotional ActiActivitiesvities for 20for 201010

1) Continue to promote Japanese travel to 23 VWC key destinations designated in 2008 and 2009

2) Promote Japanese travel to China taking the advantage of “Shanghai World Expo 2010”, and Canada & Turkey which were designated in the second half of 2009

3) Conduct destination seminars in cooperation with government tourism offices, airlines, hotels and land operators- seminar for tour planners and agents in charge of purchasing- seminar for sales agents- seminar for agents in charge of educational tours- seminar for agents in charge of MICE

4) Continue to launch large-scale familiarization tours to VWC key destinations

(1) Destination Promotion Strategy

Mainland US, Hawaii, Guam, CanadaAmericas

France, Danube Countries (Austria, Hungary, Romania,Bulgaria, Croatia, Serbia, Bosnia-Herzegovia),Egypt, Turkey

EuropeAfrica

Middle East

China, Korea, Taiwan, Hong Kong, Macau, Thailand,Malaysia, Vietnam, Australia

Asia Pacific

VWC 23 Key DestinationsArea

The selection of key destination has been made by the JATA Overseas Travel Committee and VWC Promotion Office.

VWC Key Destinations Designated in 2008 & 2009

1) Promote regional overseas travel fairs & events in cooperation with JATA regional offices, regional government offices, regional international airports, etc.

2) Support the launching of “Passport Acquisition Campaign” and destination seminars for general consumers

3) Promote the use of charter flights from the regional international airports

(2) Regional Redevelopment Strategy

(3) Direct Marketing and Media Strategy

1) Conduct direct marketing activities- Promote the use of Narita Airport and Haneda Airport- Promotion of Summer Travel conducting Train-Jack and displaying

destination posters at the main JR stations- Overseas travel events for the youth- JATA World Travel Fair- Support “Let’s Go Abroad” event organized by ANTOR- Program of “VWC destination travel reporters”, etc.

2) Strengthen media programs- VWC news release- Upgrade of VWC home page- Support “Media Day” event organized by ETC Japan, etc.

(4) Market Research and Development

1) Market Development and Research on “Youth Market”- Strategy: Increase the ratio of students’ overseas travel- Support student events highlighting overseas travel- Conduct joint college student market research and symposium on college

student overseas travel with Japan Tourism Agency

2) Market Research and Development on Europe Tours

3) Market Research and Development on Tours to the North America

4) Market Research and Development on Overseas Cruise Travel