south african tourism country: japan · capital city tokyo population approximately 126 million...
TRANSCRIPT
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South African TourismCountry: Japan
November 2016
Bradley Brouwer
President: Asia-Pacific
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JAPAN
JAPAN
KOREA
CHINA
TOKYO
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General Information of Japan
Official Name Japan
Capital City Tokyo
Population Approximately 126 million (November 2016 data)
Climate Continental and monsoonal climate characterized by four distinct
seasons
Spring : March ~ May / Summer : June ~ August
Autumn : September ~ November / Winter : November ~ February
Language Japanese
Monetary Unit Japanese Yen (¥) R1 = JPY7.66 (as of 4 November)
Electricity 100V
Religion 2 major religions: Shintoism and Buddhism.
Driving On the left Right hand drive vehicles
Time difference + 7 hours ahead of SA time
Leading CompaniesToyota Motors, Honda Motors, Mitsubishi UFJ Financial, Nippon
Telegraph & Tel, Softbank, Hitachi, Sony etc.
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Landscape Analysis Tokyo International Conference on African Development (TICAD) was held in August,
2016. Prime Minister Shinzo Abe attends from Japan. Japan proposed execution of an
investment of 30 billion USD for human resources cultivation targeting 10 million
persons from 2016 to 2018. Total amount comes from government and companies.
Large amounts of funds are collected in South Africa and in the tourist industry circle
as well as in infrastructure building. Travelers from Japan to South Africa are expected
to grow in 2017 and 2018.
Population in Japan is 127,094,745 investigated in Oct 2015 by the Ministry of Internal
Affairs. It is the first time that the population decreased since the investigation began
from 1920. The downward trend will be ongoing into the future.
Japan Federation of Economic Organizations (Keidanren) announced that the
situations of bonuses among large companies (companies in the First Section of the
Tokyo Stock Exchange, more than 500 employees) improved. An average agreement
increased 3.74 % with 927,415 yen compared with last fiscal year. The increasing trend
was exceeded continuously for 4 years.
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Landscape Analysis (cont.) TAX income of a general account base at the first half year in 2016 is 15.95 trillion
yen according to the Department of Treasury. It has decreased 4.8 % compared with
the corresponding period of the previous year. Lots of Profit was kept inside the
companies so growth of the corporation tax income has been slow. Anxiety for the
future that management feel is one of the reasons that tax income will still be low in
the fiscal year 2016.
Inbound tourists have spent JPY 3.47 trillion ($ 29.5 billion) in Japan in 2015. But this
trend is changing in 2016. Inbound tourists are spending less money compared with
2015. Total number of outbound tourists was 16.21 million in 2015. The total Japanese
outbound has decreased from 2012 to 2015.
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Travel Trend Total number of tourists from foreign countries to Japan was 20 million. It was the
first time that this number exceeded 20 million in 2015. This is fast paced. The
reasons, First, increasing air capacity especially between Japan and Asian countries.
Secondly, expanding visa conditions and improving duty free offerings. With these
activities, tourists from China, Korea and Taiwan were dramatically increasing.
Domestic travel has been increasing towards the 2020 Tokyo Olympics. The Japanese
Government plans to improve conditions and infrastructure of airports showing new
tourism spots (i.e. national parks and cultural resources) in the countryside. The
target of the number in 2020 will be 40 million tourists (from the Ministry of Land,
Infrastructure and Transport).
The number of issued passports in 2015 was about 3.38 million. This was a 1.8%
increase compared with 2014 (by the Ministry of Foreign affairs).
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Total Japanese Outbound
Jan Feb M ar A pr M ay Jun Jul A ug S ep O ct N ov D ec T O T A L
2 0 1 4 1,253,404 1,404,873 1,596,751 1,189,132 1,280,765 1,289,029 1,414,912 1,783,127 1,520,863 1,417,766 1,355,246 1,397,520 16,903,388
2 0 1 5 1,235,612 1,257,154 1,534,026 1,144,833 1,262,103 1,190,806 1,309,957 1,653,622 1,525,777 1,412,468 1,339,248 1,348,183 16,213,789
2 0 1 6 1,276,297 1,330,972 1,550,637 1,249,586 1,233,170 1,271,146 1,435,759 1,818,331 1,545,000 12,710,898
■2 0 1 4
■2 0 1 5
■2 0 1 6
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Japanese Arrivals to South Africa
Jan Feb M ar A pr M ay Jun Jul A ug Sep O ct N ov D ec TO TA L
2 0 1 4 1,700 1,682 2,224 1,746 2,211 2,406 2,170 3,194 2,536 2,896 1,733 3,006 27,504
2 0 1 5 1,228 1,444 1,606 1,375 1,716 1,373 1,492 1,965 1,891 2,829 1,658 1,625 20,202
2 0 1 6 2,579 1,646 1,917 1,838 2,092 1,775 2,046 2,471 16,364
■2 0 1 4
■2 0 1 5
■2 0 1 6
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Air Routes to South Africa from Japan (non-direct)AIRLINE & FREQUENCY REMARKS
South African Airways
Daily: HKG – JNB
28 weekly codeshare flights with NH to HKG from NRT, HND, KIX and NGO
Total elapsed time from NRT to JNB via HKG: 19:45 hrs
Cathay Pacific Airways
Daily: HKG - JNB
Over 140 weekly flights to HKG from NRT, HND, CTS, KIX, NGO, FUK and OKA
Total elapsed time from NRT to JNB via HKG: 19:35 hrs
Singapore Airlines
Daily: SIN - JNB
4 weekly: SIN - CPT via JNB
56 weekly flights to SIN from NRT, HND, NGO, KIX & FUK
Total elapsed time from NRT to JNB via SIN: 20:30 hrs
Air China
3 weekly: PEK – JNB Over 70 weekly flights to PEK from NRT, HND, CTS, KIX, NGO, FUK, HIJ, SDJ & OKA
Total elapsed time from NRT to JNB via PEK: 25:55 hrs
Etihad Airways
Daily: AUH - JNB14 weekly flights to AUH from NRT and NGO
Total elapsed time from NRT to JNB via AUH: 26:20 hrs
Emirates
4 x daily: DXB – JNB
2 x daily: DXB - CPT
1 x daily: DXB - DUR
21 weekly flights to Dubai from NRT, HND and KIX
Total elapsed time from HND to JNB via DXB: 22:50 hrs
Qatar Airways
2 x Daily: DOH – JNB
Daily: DOH - CPT
14 weekly flights to DOH from NRT and HND
Total elapsed time from NRT to JNB via DOH: 23:15 hrs
Turkish Airlines
Daily: IST - JNB
Daily: IST - CPT
4 weekly: IST - DUR via JNB
11 weekly flights to IST from NRT and KIX
Total elapsed time from NRT to JNB via IST: 43:00 hrs
Ethiopian Airlines
Daily: ADD - JNB
4 weekly: ADD - CPT via GBE
3 weekly: ADD - CPT via JNB
3 weekly: ADD – JNB
3 weekly flights to ADD from NRT
Total elapsed time from NRT to JNB via ADD: 23:55 hrs
As of November 2016
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Executive Summary: Japan 2016/17
Consumer insights
Japanese remain highly sensitive to safety and security, especially to terrorist attacks, murders and communicable diseases.
When selecting a holiday destination, Japanese seek authenticity, safety and beautiful scenery. South Africa performs well on authenticity and beautiful scenery, but poorly on safety and security.
Icons and events (e.g. Jacarandas, wildflowers in Namaqualand and other areas) these give the Japanese a strong reason to ‘travel now’.
“I am inspired by authentic lifestyle stories of South Africans and discovering new experiences.”
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Executive Summary: Japan 2016/17
Key issues identified
South Africa is not perceived as a welcoming destination by Japanese, but is
perceived as an ultra long-haul destination with a long travel time, with indirect
flights and expensive airfares. Together with concerns around safety and security
among both trade and consumers, it is necessary to increase awareness and show
what experiences tourists can find only in South Africa.
The Japanese travel trade are not adventurous in developing new itineraries and
would rather follow what’s been sold well by others
The peak sales times through travel agencies in Japan is March to June for the tours
until October. The promotion of SA will be recommended before the peak times to
support their sales time in market.
Lack of Japanese speaking guides in SA, not only in Cape Town but in Gauteng,
Mpumalanga during the peak Jacaranda season in Johannesburg, Pilgrims Rest,
Stellenbosch and Pretoria, and the Kruger National Park for Japanese tour groups.
Japan is now seeing an inbound boom and less exposure of overseas destinations,
placing ads on TV is one of the most effective ways to create tangible exposure of SA
as the influence of TV is huge. TV ads is one of the most efficient advertisement
channels in Japan, but it is quite expensive.
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Executive Summary: Japan 2016/17
Big things to be done
Create Demand to Make Bookings
Consumer’s interest drives trade’s interest for the destination which means that
creating the demand will drive better sales for the trade.
Consumers gather information from travel agents, travel books, TV and online.
TV and travel books are good for high impact and online keeps growing.
Partnerships with trade offering a variety of itineraries helps to reach a new and
a broader consumer base.
The Japanese want a wide variety of iconic, scenic beauty and exclusive
experiences and they can be driven to travel ‘now’ with the offer of a ‘time
specific’ event. They are driven more by functional experiences and less on
personality attributes.
The high impact scenery images, not lifestyle photos (i.e. surfing, eating at a
restaurant), are definitely needed when you market in Japan. The huge impact
of a place (photograph) that makes consumers think “I want to go there!” this is
a hook to make a decision to travel to SA Now.
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Though the New Global Campaign “wow in every moment”, spreading the image of a
“WOW IN EVERY MOMENT” = “SOUTH AFRICA” and working towards making South
Africa the next destination to travel to.
The campaign focuses on the 6 user-centric leisure pillars of wildlife safari, active
adventure, scenic outdoors, city lifestyle, coastal beach, cultural roots, building
familiarity through showing the iconic offerings of South Africa.
Wildlife SafariScenic Outdoors
AdventureCoastal Beach
Cultural Roots City Lifewow in every
moment
Key Communications Strategy
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Spreading the “wow campaign” through various media platforms
Approaching the campaign from all angles including cooperation with travel agencies,
and will aim towards a synergetic effect.
Key Communications Strategy
South African Tourism WebsiteTravel Portal Sites
[Travelko]
Campaign Specials Site
SNS
FacebookTwitter
InstagramLINE@
Media
Exposure
Curation Site[Find Travel]
South African TourismOfficial Channels
New Global Campaign
wow in every
moment
Travel Agencies
ConsumerSeminars
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Trade – INDABA 2016
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Date
Trade – Trade Workshop in OSAKA (6 July)
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Date
Trade – Trade Workshop in Tokyo (8 July)
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Date
New Global Campaign wow in every moment Media Event
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New Global Campaign “wow in every moment”
Media AD Briefing
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Trade – Consumer seminar with Club Tourism on the (12 June)
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Trade – Consumer seminar with HIS on the (19 June)
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Trade – Consumer seminar with Hankyu Travel on the (15 July)
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Trade – Sales promotional support with a landing page
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Trade – Press center support
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Trade – Press center support
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Trade – Press center support
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Trade – Press center support
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Trade – Press center support
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Trade – Press center support
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Event support –
New Ambassador– Appointment Ceremony (6 April)
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Event support – SAKURA Award Gala Ceremony (17 April)“SAKURA” Japan Women’s Wine Awards: the largest wine competition in Japan
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Event support – National Day function (27 Apr)
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Event – “drumstruck” & African Fes (4 & 5 May)
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Event support – Let’s Go Kaigai! (2 July)
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Event support – “drumstruck” (17 August)
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Event support – SACCJ Communication Event
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Digital –Local website content enhancement
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Date
Digital –Local website: Special Pages for the New Campaign
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Date
Digital –Travelko: Special Pages for the New Campaign
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Date
Digital –Travelko: Goodwill Ambassador, Hitomi Takahashi’s “wow!”
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Date
Digital – The Official Channel on Find Travel
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South African Tourism SNS: Facebook/Twitter
0
550
1,100
1,650
2,200
FY2014/15 FY2015/16
+42.3%
0
2,000
4,000
6,000
8,000
FY2014/15 FY2015/16
+224.5%
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PR Clippings: Hosting – INDABA 2016
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PR Clippings: Hosting – INDABA 2016
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PR Clippings: Hosting – Post-INDABA Tour
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PR Clippings: Hosting – Post-INDABA Tour
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PR Clippings: Hosting – Post-INDABA Tour
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PR Clippings: Hosting – Post-INDABA Tour
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PR Clippings: Hosting –Post-INDABA tour
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PR Clippings: Hosting – Post-INDABA tour
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PR Clippings: Hosting – Post-INDABA tour
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Date
PR Clippings: Trade Workshops 2016
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PR Clippings: Trade Workshops 2016
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Date
PR Clippings: New Global Campaign wow in every moment
Media Event
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PR Clippings: New Global Campaign wow in every moment
Media Event
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PR Clippings: Wing Travel Daily
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PR Clippings: National Day: Wing Travel, Wing Travel Daily
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PR Clippings: Travel Vision
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PR Clippings: Hosting – MICE Japan
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PR Clippings: Hosting – Bicycle Club
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PR Clippings: Hosting – Courrier Japon
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PR Clippings: Hosting – CREA WEB
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PR Clippings: Hosting – Precious
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PR Clippings: Hosting –Wonder World
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PR Clippings: Hosting – Agora
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PR Clippings: In-direct TV exposure from press center
function
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PR Clippings: In-direct TV exposure – NHK
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PR Clippings: In-direct exposure – The Breathtaking Sights
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Activities planned for the rest of the fiscal 2016/17
December 2016
• Hosting Fuji TV’s ‘Helping Your Dream Japan!’ for broadcasting on the 20 January
2017
• The original SA tour for students planning with trippiece (original tour making web
service) including placement of a landing page for the tour in February 2017
January 2017
• Hosting RETRIP (popular travel curation media)
• Hosting Photrip (photograph based travel information site)
• Hosting Gadget News (large influential news site)
February 2017
• Hosting MICE Japan magazine for Meetings Africa 2017
• Hosting Fuji TV’s ‘Nijiiro Jean’ for a series of airing of SA in March 2016
• Consumer seminars by Club Tourism on the 26 February 2017
March 2017
• Hosting Cyclowired (Cycling information site) for the Cape Town Cycle Tour 2017
• Consumer seminars from travel trade partners
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Japan – Key Event Dates in 2017
South Africa Trade Workshops 2017
Osaka: 5 July 2017
Tokyo: 7 July 2016
Tourism EXPO Japan 2017 at Tokyo Big Sight
Trade & Media: 21 & 22 September (Thur & Fri), 2017
Open to public: 23 & 24 September (Sat & Sun), 2017
Super Rugby match involving Japan’s Sunwolves
Cheetaus vs Sunwolves: 11 Mar 2017 in the Free State Stadium
Bulls vs Sunwolves: 17 Mar 2017 at Loftus Versfeld Stadium
Bulls vs Sunwolves: 8 Apr 2017 at Chichibunomiya Rugby Stadium
Cheetahs vs Sunwolves: 27 May 2017 at Chichibunomiya Rugby Stadium
Lions vs Sunwolves: 1 Jul 2017 at Ellis Park Stadium
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Tips to Make Japanese Feel Welcome in South Africa
Whatever your field of operation, it’s a simple courtesy to learn a few phrases such
as ‘welcome’ (Irasshaimase), ‘good morning’ (Ohayo Gozaimasu), ‘goodbye’
(Sayounara) and ‘thank you’ (Arigato Gozaimasu) in Japanese. It will make a big
difference when engaging with Japanese (Adding to the welcoming effect).
In hotels, for instance, ‘welcome’ signs and/or letters and a list of hotel services in
Japanese are recommended. To avoid embarrassing mistakes, make sure that
translations are absolutely accurate.
Make a point of remembering names – add “san” after surname (i.e. Suzuki-san).
Take time to get to know each other because Japanese people are usually very shy
till they get to know you well.
Japanese people are used to getting high standards service, so spoil them with the
excellent service.
Remember that Japanese people usually wait to be seated, wait to drink and wait to
talk about business.
Avoid being overly aggressive.
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Tips to Make Japanese Feel Welcome in South Africa
Simple arrangement and/or small gift help create a relationship (i.e. green tea bag,
wet towel upon their arrivals, a small box of sweets, etc.).
Need reassurance about personal safety and cleanliness.
Group tours strictly follow a pre-fixed schedule and don’t have much capacity for
changes. People really take it for granted to always be on time.
Japanese people usually need conversion adapters, so they should be in every room.
Since there is language barrier for Japanese people, any kind of Japanese brochures
will be appreciated. Even just a page of explanation for room service menu,
emergency ways, etc. in Japanese will be mindful.
A ‘welcome’ sign in Japanese at the reception desk would be highly appreciated.
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Business Etiquette for Japanese
Tradition is very important to the Japanese:
Make a point of remembering their names, pronouncing them correctly, and
addressing them by their titles.
The exchange of business cards is essential when doing business with the Japanese.
Your card should ideally be printed on one side in Japanese, showing your name,
title, company name, address, phone & fax number. It should be handed to the
recipient, Japanese side up, and preferably with both hands; never with one hand
only.
The bow, in varying degrees of duration and depth, is a key element in Japanese
behavior, and for non-Japanese, a more lenient approach is acceptable with a token
bow. (Adding to the welcoming stance of SA)
Gifts to them should always be quality items, (Not necessarily expensive) In business
dealings, the most senior member of a Japanese company should receive the best
gift, even if a more junior employee has been the closer or more helpful contact.
Once again, your gift should be presented with both hands.
Observing a few rules of Japanese etiquette will go a long way towards establishing
good long lasting customer relations.
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Discount coupon/cash voucher as a sales gimmick
Provide them for trade as a value-added gift for their
clients travelling to SA
Not a new idea but helps to motivate trade
Logistics must be simple to avoid
complains/confusions
(i.e. V&A Waterfront, Airport curio shops, etc.)
LOOKING FORWARD TO YOUR COOPERATIONS.
PLEASE CONTACT YUKA KONDO ON
Examples by competitors
Hawaii – Coupon booklet
Saipan – $50 coupon
Hong Kong - E-Coupon
Switzerland - ‘2 for 1’ coupon booklet
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Ads in travel guidebooks
The travel guidebook is big influential media for
Japanese people especially for seniors.
Placing Ads (i.e. cruising services, hotels,
restaurants, shops, etc.) in the travel guidebook is
effective promotions.
Ads with detailed information in the Japanese
language, it gains readers’ familiarity and
reassurance.
LOOKING FORWARD TO YOUR COOPERATION.
PLEASE CONTACT YUKA KONDO ON
Examples of Ads on other country’s travel guidebook:
Dusi Thani Maldives for Maldives guidebook
Constance Hotel for Maldives travel guidebook
Havainas (beach sandals) for Korea guidebook
Imoto’s WiFi for South Africa guidebook
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Greetings in Japanese
Hello / Konnichiwa / こんにちは
Good morning / Ohayo Gozaimasu / おはようございます
Good evening / konbanwa / こんばんは
Thank you / Arigato Gozaimasu/ ありがとうございます
You are welcome / Do Itashimashite / どういたしまして
Please (go ahead) / Dozo / どうぞ
Best Regards / Yoroshiku Onegaiitashimasu/ よろしくお願いいたします
How are you? / Ogenki desuka? / お元気ですか?
I’m sorry / Moushiwake gozaimasen / 申し訳ございません
Excuse me / Sumimasen / すみません
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Useful Japanese Phrases
Welcome! / Yokosa or Irasshaimase / ようこそ・いらっしゃいませ
Hello! May I help you? / Nanika Otetsudai Itashimashouka? / 何かお手伝いいたしましょうか?
How much is this? / Koreha Ikura Desuka? / これはいくらですか?
It’s R100. / Koreha Hyaku Rand Desu / これは100ランドです
May I take your order? / Gochumon ha Okimari Desuka? / ご注文はお決まりですか?
Enjoy your meal! / Dozo Omeshiagari Kudasai / どうぞお召し上がりください
Have a nice day! / Yoi Ichinichi wo Osugoshi Kudasai / 良い1日をお過ごし下さい!
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Thank you – Arigato Gozaimashita