“Enjoy my Japan” Global Campaign Targets Long-haul Travelers

TOKYO–()–Japan National Tourism Organization (JNTO) has at present inaugurated a global-scale, multilingual marketing campaign entitled “Enjoy my Japan.” The marketing campaign seeks to entice long-haul vacationers to go to Japan and discover the nation past the well-known widespread sights, and immerse themselves extra absolutely within the wealthy depths of Japanese nature and tradition that exist off the overwhelmed vacationer path. This intensive, multifaceted promotion includes a broad number of initiatives, together with the launch of a devoted web site (www.enjoymyjapan.jp) that includes video clips that present a broad vary of actions and scenes not sometimes related to Japan, strategically focused digital ads, and tv commercials to be aired in a number of markets.

The marketing campaign is a serious addition to efforts made in recent times by each private and non-private sectors in Japan to draw extra guests from abroad. Since 2000, the variety of vacationers from overseas has soared by 500 %, from four.76 million to an estimated 28.7 million in 2017. “Enjoy my Japan” has been focused particularly for vacationers from Europe, North America, and Australia. Long a well-liked vacation spot for regional vacationers from Asia Pacific nations, who comprise some 85 % of holiday makers at current, there’s loads of room for progress with vacationers from the West, who at present make up 11 %.

A cornerstone of the marketing campaign is the message that Japan actually has one thing for everybody, and that no matter it’s a long-haul traveler goes to an abroad vacation spot for, Japan is prepared, prepared, and ready to satisfy their passions. In addition to satisfying guests from overseas with the acquainted, iconic websites and issues to see and do the nation has lengthy been recognized for, there’s additionally a need to foster a richer and extra private expertise by making lesser-known locations and actions extra accessible, particularly to complete households and people with an adventurous spirit.

The marketing campaign theme, “Enjoy my Japan,” expresses the interplay of the worldwide traveler with the Japanese folks themselves, along with inviting guests to create their very own private relationship with the nation as a most popular vacation spot. An intrinsic part of the marketing campaign is to encourage the Japanese folks to open their arms to guests from overseas, and to indicate and inform them simply what it’s that’s so particular about their nation.

In establishing and honing the main target of the marketing campaign, avid vacationers have been surveyed to establish the issues they discover most alluring when selecting a vacation spot overseas. Survey outcomes revealed a sequence of generally recurring “passion points” that make up a satisfying journey. In flip, these have been categorized and compiled into a listing of places and experiences designed to satisfy a traveler’s passions—delicacies, custom, nature, metropolis, leisure, artwork, outside—and a sequence of transient video clips, out there for viewing at EnjoymyJapan.jp, have been produced to carry all of them to life.

Website guests even have the choice of crafting their very own “virtual tour” of Japan by answering a couple of fast questions on their pursuits, which then serves up a “personalized movie” with scenes that present the sorts of websites and experiences on supply from one finish of Japan to the opposite. “One’s personal engagement with Japan starts at the website,” mentioned JNTO president Ryoichi Matsuyama. “It continues with enriching experiences like summer and winter adventure sports, spring and autumn mountain treks and steam train rides, and seaside cycling excursions. Any time of year, Japan offers fine dining and mouthwatering street fare, vibrant night life in safe and spectacular cities, virtually unlimited shopping and entertainment options, exposure to ancient traditions that still exist side-by-side with emerging pop cultural trends, and physical and spiritual rejuvenation at remote hot springs, spas, and Zen Buddhist retreats,” he mentioned.

JNTO will assist the revealing of the “Enjoy my Japan” web site with marketing campaign occasions in Tokyo in addition to in key international cities resembling London, Berlin, Paris, Sydney and New York. At these gatherings, well known influencers within the journey sector will attain out to their audiences to convey their wanderlust and share a few of their very own journey experiences in Japan.

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About JNTO

Japan National Tourism Organization (JNTO), an unbiased company of the Japanese authorities, promotes Japan as a leisure and enterprise vacation spot to additional exchanges between Japan and the world. JNTO disseminates info, conducts publicity and exhibitions, develops excursions, carries out analysis and way more, using its worldwide community of 20 workplaces.