Japan Marketing Overview

FY 2018/2019

Insights

  • Top Line Numbers

    Share of overnight expenditure: 15% | Forecasted Growth 2020: 7%
    Visitors: 111,000 | +0.8%
    Visitor Nights: 712,000 | +16.5%
    Expenditure: $157M | +7.5%

  • 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 travelers such as scuba divers, adult couples including wedding/honeymooners, education groups
Tactics
  • 101 Stories created by Japanese micro influencers
  • Organic Social – drive engagement and discovery (Insta + FB)
  • SEO campaign to support launch of JP website
  • Trade online distribution partnerships for campaign activity
  • Friends of Cairns ambassador program
  • Secure Ad hoc charter flights to Cairns
Working with us
  • Queensland on Tour Japan
  • Pre & Post QoT Seminars
  • Marine Diving Fair
  • Corroboree Asia
  • ATE 2019
  • Kansai Airport Expo
  • Tokyo Consumer Tourism Expo