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