JNTO (Japan National Tourism Organization) held a media briefing in Tokyo on October 26.
JNTO Director Rieko Nakayama noted that the government has eased entry restrictions significantly since October 11, lifting the cap on the number of visitors, lifting the ban on individual travel for tourism purposes, and resuming visa waiver measures, and expressed her delight that “inbound travel has begun in earnest. Although no data on the number of visitors to Japan is available yet because one month has not passed since the lifting of the ban, he said, “My feeling is that we are getting a good response.
Following Prime Minister Fumio Kishida’s September 22 announcement of the easing of entry restrictions at a press conference in New York during his visit, JNTO began sending out messages via SNS and a press release with the JNTO President’s message to media in over 30 countries from September 23. According to JNTO, positive reactions were received from all markets, and the movement of visitors to Japan is also increasing in MICE and other areas.
The company intends to actively develop its invitation business to Japan and joint advertising with travel agencies and airlines, which had been limited in implementation due to the Corona disaster. We will also continue to participate in events and business meetings, and develop advertisements to stimulate travel to Japan.
According to Mr. Hideki Tomioka, General Manager of the Overseas Promotion Department, the invitation program will invite media, travel agencies, and influencers in 25 markets through March 2023. The company has already invited about 40 travel agents from 16 markets to Japan Luxury Showcase in early October, and has conducted 11 tours to introduce materials for the luxury travel market. The company plans to resume invitations to media and influencers in earnest in November.
Joint advertising with travel agencies and airlines will be deployed in each of 24 markets by March 2023. Until now, promotions have focused on maintaining and increasing interest in and recall of travel to Japan, but with the recent deregulation, the focus is now shifting to sales promotions, with the aim of guiding visitors to booking sites. For example, in Singapore, they are currently conducting the “OKAWERI” campaign in collaboration with airlines, travel agencies, and local governments.
As for events and business meetings, we plan to participate in events and business meetings in 10 markets for BtoB and 16 markets for BtoC by next March. In advertising to stimulate travel to Japan, activities will continue in all priority and semi-priority markets. The advertising will be developed by changing targets according to market characteristics, with the aim of promoting recognition of Japan as a travel destination for Europe, the U.S., and Australia, and promoting return visits to Japan for Asia for repeat visitors who have visited Japan two to five times.
© Source travel watch