Japan Market Update Oct 06 Part A

Japan Market Update 2006Jason Hill, Tourism New Zealand Regional Manager, Japan: 

Japan Market Update 2006 Jason Hill, Tourism New Zealand Regional Manager, Japan

Japan Arrivals to NZ since 1980: 

Japan Arrivals to NZ since 1980

Arrivals by Month (2005/6): 

Arrivals by Month (2005/6)

Where are Japanese travellers going?: 

Where are Japanese travellers going? Japanese visitors by destination 2005

Slide5: 

43.7 39.2 35.0 35.1 22.0 26.9 27.5 27.9 22.1 22.7 18.7 20.7 22.1 23.1 42.1 Travel Arrangements overseas Over Age 20

How do we compare?: 

How do we compare?

How do we compare? Total Market Share: 

How do we compare? Total Market Share 0.89%

Market by Age: 

Market by Age * Year end August 06

Perceptions of New Zealand in Japan: 

Perceptions of New Zealand in Japan Naïve about NZ as a holiday destination Imagery is more “agricultural” than other markets Perceive NZ as a land of ‘gentle nature’/ boring “I can go to New Zealand when I am older” Source: Tourism New Zealand Perceptions Research 2005

Perceptions of New Zealand in Japan after they have visited…: 

Perceptions of New Zealand in Japan after they have visited… Invigorating experience Gives visitors a sense of accomplishment and freedom Offers opportunities to recharge and be comfortable Makes you feel like you belong / feel connected to Surprised that New Zealand had four distinct seasons Source: Tourism New Zealand Perceptions Research 2005

How do we compare?: 

How do we compare? Most desired destination Source: JTB Report, JTB Tourism Marketing 1999 = 15th 2000 = 10th

Slide12: 

Other facts and figures… year end August down 11% - 143, 391 Japan GDP annual growth rate 1% latest quarter Current exchange rate 77.15yen=$1 *Sept 28 06 NZ Reserve Bank Unemployment in Japan decreasing (4.1%) Total Japanese outbound 2006 exp 18 million New Prime Minister – Abe

What has TNZ done since JMF in May: 

What has TNZ done since JMF in May Strategy focus on Baby Boomers, Silver, S.W.A.F. More informative advertising campaign launched Product development with key trade partners Secured major TV coverage with – DASH (Tokio) Stronger alliance with Air NZ Increased communication with all trade sectors Consumer event in Tokyo Successful JATA event

Slide14: 

Regional Manager Jason Hill Trade Development Manager Naoki Inohiza Marketing Manager Setsuko Yajima PR Manager Yumiko Nakayama Business Development Manager- TYO Kenya Irie Business Development Manager- OSA / NAG Ayako Takei Marketing Projects Manager Nathan Cook Marketing Coordinator Noriko Yokoo PR Coordinator Akiko Takahashi Campaign Brand tactical On-line promotion Consumer Events PR IMP Trade Marketing Tactical Promotions Trade Events Trade Famils Office/ Information Manager Motoko Uchida 2006 Japan Team from 1 June

Advertising Campaign 2006/7: 

Advertising Campaign 2006/7 Asahi, Yomiuri newspapers – Oct/Nov & January Magazines - Katei Gaho - Nikkei Business - Nikkei Woman - With - Croissant - Crea - President - Bungei Shunju - Inflight magazines, Agora, Skyward Website - Yahoo Japan special feature site - Goo

New Advertising: 

New Advertising