Japan Marketing Overview

FY 30 June 2019

Insights

  • Top Line Numbers

    Share of overnight expenditure: 15% | Forecasted Growth 2020: 3%
    Visitors: 112,000 | +1.2%
    Visitor Nights: 598,000 | +6%
    Expenditure: $144M | +1.4%

  • Booking

    70% of visitors on trade, 30% non-trade.
    50% of total visitors on package tours.
    10,000 student groups per year

  • Aviation

    Jetstar | Osaka <> Cairns
    Jetstar | Tokyo <> Cairns

  • Other Insights

    Current services – Jetstar Daily flight from Tokyo, 5 days a week from Osaka.

Strategy


Support existing aviation and increase low season load factors by increasing seasonal awareness, amplifying our stories and stimulating demand.

Execution

Target Audience

  • Special interest travellers such as scuba divers, adult couples including wedding/honeymooners, education groups
  • High-value travellers

Tactics

  • Let’s Grab Our Thong promotion
  • Sharing the stories through Cairns & GBR 101 stories
  • Organic Social – drive engagement and discovery (Insta + FB)
  • Trade and online distribution partnerships for campaign activities
  • TTNQ Japanese Ambassador program)

Working with us

  • TTNQ Cairns & GBR Japan Mission
  • Queensland On Tour Japan
  • Marine Diving Fair
  • ATE 2020
  • Seminars for trade staff
  • Press Tour

Links

TEQ Consumer Demand Project

View Tourism and Events Queensland’s Consumer Demand Project Insights

Tourism Australia Consumer Research

Learn more about international markets with Tourism Australia’s Consumer Market Research

Tourism Australia Int visitor arrivals

Explore Tourism Australia’s international visitation data

Tourism Export Tool Kit

Valuable resource for anyone operating in or considering operating in international markets

TEQ Tourism Data Explorer

Explore various tourist data sets with TEQ’s data explorer