Tuesday, February 6, 2018
A new digital advertising campaign launched Tuesday by Japan Tourism Agency aims to draw more tourists from Western countries. So far Japan has failed to attract the desired number of tourists to keep pace with Asian tourists who have flocked the country in recent years.
According to 2017 statistics from the Japan National Tourism Organization, also known as the JNTO, at present three out of four Japan-bound tourists come from South Korea, China, Taiwan and Hong Kong.
The Japan Tourism Agency and JNTO have jointly created online video clips for YouTube, Facebook, Instagram and other social networking services after conducting market research in Germany, the United Kingdom, France, the United States, Canada and Australia.
To mark the beginning of the “Enjoy My Japan” campaign, the two entities sponsored a brief kickoff event at the upscale department store Ginza Six in Tokyo’s Chuo Ward.
“Of course we want many tourists from Asia to visit Japan, but we also want people from other places as well, including Europe,” said Akihiko Tamura, a tourism agency commissioner. “We are sponsoring events in Britain and five other countries to raise awareness of this campaign.”
The consulting firm Mckinsey & Company Inc. has referred to the reliance on Asian tourism in Japan as a “visitor-portfolio imbalance.” According to an October 2016 McKinsey report, the lagging number of Western tourists can be attributed to low awareness of tourist destinations, a biased perception of Japan as expensive and the lack of an online tourism portal.
Tags: japan
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