Japan National Tourism Organisation looks to expand marketing across Australasia

May 1, 2019

The Sydney office of the Japan National Tourism Organisation is to extend its focus across the Tasman Sea to take on a more proactive role in enticing New Zealand travellers to Japan.

With three major sporting events coming up in Japan, the Rugby World Cup 2019, Tokyo 2020 Olympics and Paralympics, and the World Masters Games 2021, JNTO is keen to emphasise that there has never been a better time to reach a nation that is especially passionate about sports.

JNTO and Japan Tourism Agency (an agency of Japan’s Ministry of Land, Infrastructure, Transport and Tourism) will conduct preliminary promotional activity in four new secondary markets: New Zealand, Mexico, Switzerland and the Netherlands, with the view to add these to the list of existing primary target markets China, Korea, Taiwan, Hong Kong, Thailand, Singapore, Malaysia, Indonesia, the Philippines, Vietnam, India, Australia, USA, Canada, United Kingdom, France, Germany, Russia, Italy and Spain.

New Zealand saw a record number of visitors to Japan in 2018, a total of 73,208 travellers visiting the country and a 12.8% year-on-year increase from the previous year. JNTO plans to continue this positive momentum by more actively engaging and educating the market about travel opportunities in Japan.

Kana Wakabayashi, Executive Director of JNTO in Sydney Office, advises “New Zealand has always been a market we have wanted to expand into, especially since we have already participated in local cultural events together with the Japanese Embassy and local Consulates. Now that New Zealand has been identified as an emerging market, we hope we can make a bigger impact and actively reach potential travellers.”

Marketing activities planned for New Zealand over this coming year include BtoB seminars, exhibiting at local BtoC events and also BtoC marketing.

The Japan National Tourism Organisation (JNTO) is an independent agency of the Japanese government, promotes Japan as a leisure and business destination to connect Japan to the world. Through its 21 offices worldwide, JNTO disseminates information, conducts publicity and exhibitions, supports tour development and carries out research activities.

JNTO Sydney Office currently has a Marketing and Media tender open for agencies who are interested in working with JNTO to market in New Zealand.

Click here for more information on the tender, which closes on 14th May.

Image show the city of Yokohama with Mt Fuji in the distance.

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