Japan
MARKET BLUEPRINT
Market Conditions
JAPAN GDP ANNUAL GROWTH RATE
Percent Change in Gross Domestic Product
Brazil
Trade Flow Chart
4
3
2
1
2
0
-1
-2
1 Japanese Yen Equals
0.OO84 U.S. DOLLAR
3.5 3.5
1.4
0.2
0
.014
2.2 2.3 2.4
1
0.5
.0084
-0.3
-1.4
2012
2012
2013
2013
2014
2014
Japanese Yen
.012
US Dollar
.010
.008
-0.8
2011 2012 2013 2014 2015
2015
GDP Annual Growth Rate in Japan is expected to increase
to 0.20% in the second quarter of 2015, from -0.80% in
the fourth quarter of 2014. In 2016, the GDP Annual
Growth Rate is expected to increase to 0.55%. In the
long-term, the GDP Annual Growth Rate in Japan is
projected to trend around 2.08, 2.31 and 2.55% in the
years of 2020, 2030 and 2050 respectively.
• The government keeps the Japanese yen weak to
encourage exports and improve profits at major
corporations
Source: Tradingeconomics.com, Cabinet Office, Japan
Booking
Airlift
• Planning timeframe: 2–6 months
• 110 weekly nonstop flights from 6 airlines to 4 gateway
cities: San Francisco, Los Angeles, San Diego and San Jose
• 28,070 weekly nonstop seats
• Japan Airlines revived Osaka-LAX service in March after
7-year suspension
Competitive Landscape
• Hawaii (familiar destination known for welcoming
Japanese, similar to California)
• Australia (outdoor, laid-back attitude)
• Western U.S. states and Western Canada (natural beauty)
• Florida/Orlando (entertainment, theme parks)
• Las Vegas/New York (urban entertainment)
• In 2014, the yen weakened 14% against the U.S. dollar,
falling from 104 yen in January to 119 yen in December
• Booking timeframe: 1–3 months
• 30% book package or group tours; the remaining 70%
arrange air/hotel via retail travel agencies, OTAs and
directly with airlines
• All of the largest 25 tour operators package California;
strong growth in escorted group tours for seniors
showcasing California’s natural beauty
Market Barriers
• Increased inbound demand is putting pressure on air
seat capacity — contributing to a shortage of seats to
the U.S. during peak travel periods
• Weaker yen makes travel to the U.S. more expensive
Travel Profile (TOTAL)
Leisure Traveler Profile (39% OF TOTAL)
$1.11B 2014 P California Visitor Spending
14.4% 2013 California Market Share
557K 2014 P California Visits
579K 2015 F Visits +4%
651K 2018 F Visits +17%
$1.37B 2018 F Spending
79% Vacation/Holiday
75% Hotel/Motel
7.3 California Nights — Average Length of Stay
$1,329 Per Trip
2.1 Destinations Visited
1.7 Party Size
Source: U.S. Department of Commerce; Tourism Economics
Source: U.S. Department of Commerce; CIC Research, Inc.
(U.S. INDEX)
(123)
(99)
(60)
(69)
(70)
(106)
Chapter 1 | Background 1
Japan Media Flow Chart
MEDIA
29
Social Media
SEM
JULY
AUGUST
6
3
13 20 27
SEPTEMBER
10 17 24 31
7
OCTOBER
14 21 28
5
12
NOVEMBER
19 26
2
9
EST. IMPS
(A18+)
CLIENT
COST
FACEBOOK, TWITTER, INSTAGRAM
5,154,000
$75,000
GOOGLE
16,430,000
$150,000
21,584,000
$225,000
DECEMBER
16 23 30
7
14 21 28
JANUARY
4
11
18 25
FEBRUARY
1
8
15 22 29
MARCH
7
14 21 28
APRIL
4
11
MAY
18 25
2
9
JUNE
16 23 30 6
Total Japan
13 20
Japan
Media Flow Chart
Japan Owned Content Flow Chart
JULY
29
6
13
AUGUST
20
27
3
10
17
SEPTEMBER
24
31
7
14
21
OCTOBER
28
5
12
NOVEMBER
19
26
2
9
16
DECEMBER
23
30
7
14
21
JANUARY
28
4
11
FEBRUARY
18
25
1
8
15
MARCH
22
1
8
15
APRIL
22
29
5
12
MAY
19
26
3
10
JUNE
17
WEBSITE
Content Refresh/Reorder
Entry Page Image Refresh
Curated & Opportunistic Content
Continual ingestion of new content to site
Content Addition
Publications
California Visitor’s Guide - JP edition
Road Trips - JP edition
2014/15 Visitor’s Guide – 13,500 printed – Digital version on website
International Road Trips - Released March 2015 - 15,000 print run
E-mail Newsletter
Monthly E-Newsletter
Single Subject E-newsletter
Deals E-Newsletter
Social Media
Facebook
Always on Facebook Engagement - Japan Page
Instagram
Always on Instagram Engagement - Global Page
YouTube
Always on YouTube Engagement - Global Page
Pinterest
Always on Pinterest Engagement - Global Page
Twitter–Global Event-Based Engagement
2016 IVG – Spring launch - print run TBD
International Road Trips - JP edition - print run TBD
24
31
7
14
21
Japan
Owned Content Flow Chart
Japan Public Relations Flow Chart
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
15/16 KEY PRIORITIES
1. Securing high profile network broadcast opportunities & California travel series on cable television. 2. Securing 35 individual press trips and 2 group trips for digital influencers.
3. Collaborating on small-scale promotions with consumer products companies including Sony Music, Tsutaya Books, U.S. Agricultural Trade Office and a PR stunt with Expedia and California partners.
KEY TRENDS
1. Continued growth in travel to locations offering magnificent scenic views or zekkei. 2. Rising popularity of once-in-a-lifetime trips and luxury travel experiences among travelers over 50 and Japan’s small,
but growing high-earning segment. 3. An increase in solitary travelers—people traveling without a companion—particularly among women over 60 years old. 4. Renewed popularity of theme parks among
young people, couples and three-generation families. 5. Continued passion for varied and rich culinary experiences, “living like a local” and healthy lifestyle activities/products.
6. A growing desire to relive their youth among travelers over 50, including taking part in outdoor activities such as surfing, biking, hiking, motorcycle riding.
Media Content
Pitches, newsletters & press
releases.
Media Calls & Events
One-on-one meetings with
key media targets to generate future coverage. Stand
alone events to promote
California to key media.
Individual Press Tours
Travel, lifestyle & news
media & influencers visiting
California on assignment for
earned media placements
based on experiences showcased.
Monthly
Newsletter
Monthly
Newsletter
5-8 Media Calls 5-8 Media Calls
Monthly
Newsletter
Monthly
Newsletter
Monthly
Newsletter
5-8 Media
Calls; Club
California
Media Training
(Tokyo)
5-8 Media
Calls; Taste of
America California Culinary
Night Media
Dinner (Tokyo)
5-8 Media
Calls; Club
California
Media Training
(Osaka)
Monthly
Newsletter
Monthly
Newsletter
5-8 Media Calls
5-8 Media
Calls; Club
California
Media Training
(Nagoya)
Monthly
Newsletter
Monthly
Newsletter
Monthly
Newsletter
5-8 Media Calls
5-8 Media
Calls; Club
California
Media Training
(Tokyo)
5-8 Media
Calls; Club
California
Media Training
(Fukuoka)
Monthly
Newsletter
Monthly
Newsletter
5-8 Media Calls 5-8 Media Calls
35 Individual Press Tours
Outdoor-themed
“girlfriend trip”
tour to San
Diego, Inland
Empire and
Desert regions
for 6-8 online
media and digital influencers.
LuxuryThemed Group
Tour of San
Francisco Bay
and Central
Coast Regions;
mix of traditional media &
influencers
Group Press Tours
Thematic group press tours
for media on assignment.
Could include a mix of traditional & digital influencers.
Digital Influencer
Programs
Activities geared exclusively
to the influencer segment.
Broadcast Productions
Mass-reach broadcast
productions on locations in
California.
Tabi Channel
California Wine
Travel Series
On Location
in CA
Promotions & PR Stunts
PR stunt to launch/leverage
consumer brand advertising
activity or leverage a third
party promotional platform.
After Romeo
Concert
Promotion
(Tokyo)
Tabi Channel California Wine Country Travel Series Airs
California
Lifestyle Club
Launch
Taste of
AmericaCalifornia
Promotion
Tsutaya Bookstore Daikanyama-Tokyo
California
Travel &Wine
Promotion
California
Lifestyle Club
Event
California
Lifestyle Club
Event
Expedia Visit
Expedia Visit
Expedia Visit
California Road California Road California Road
Trip Campaign; Trip Campaign; Trip Campaign;
California
California
California
Lifestyle Club
Lifestyle Club
Lifestyle Club
Event
Event
Event
Japan
Public Relations Flow Chart
Japan Trade Flow Chart
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
15/16 KEY PRIORITIES
Expand Club California travel trade training program to key regional markets of Osaka, Nagoya, Fukuoka; Collaborate with 4-5 key tour operators on targeted newspaper, online and in brochure co-ops to feature new destinations; o Host 3-5 tour operator familiarization tours for tour planners in groups and from individual agencies
KEY TRENDS
• Continued growth in travel to locations offering magnificent scenic views or zekkei; • Rising popularity of once-in-a-lifetime trips and luxury travel experiences among travelers over 50 and Japan’s small, but growing
high net worth segment; • An increase in solitary travelers—people traveling without a companion—particularly among women over 60 years old; • Renewed popularity of theme parks among young people, couples and
three-generation families; • Continued passion for varied and rich culinary experiences, “living like a local” and healthy lifestyle activities/products; • A growing desire to relive their youth among travelers over 50, including
taking part in outdoor activities such as surfing, biking, hiking, motorcycle riding
TOP 10 TOUR OPERATORS
ANA Sales Co., Club Tourism, Eurasia Travel Co., Global Youth Bureau, Hankyu Travel International, H.I.S., JALPAK, JHC,JTB Media Retailing/JTB Royal Road, JTB World Vacations, Kinki Nippon Tourist, Nihonbashi Travellers
Club, Nippon Travel Agency, NOE Corporation, R & C Tours,Tobu Top Tours, Travel Plaza International
Product development/planning (Operators)
Booking Window (Consumers)
Travel Period (Consumers)
Travel Trade Tools
Travel Trade Portal, Online
Training Program,
Newsletters
Group Product Manager
FAMs
California Advisory Board
engagement/experiences with
top tier travel trade executives; Global FAMs by five
marketing pillars;
Receptive Operator FAMs;
Product Manager FAMs
Agent Training or
Mega-FAMs
Mega-FAMs with multiple
itineraries based on pillar in
California at the same time.
Trade Shows
Increase California visibility at
in-market trade shows
Sales Missions
Sales Missions held every 12-18
months
Training
Engaging training platforms
with industry inclusion at
low investment levels (Club
California training sessions);
Incentives for Online Training
Program completion
Trade Co-Ops
Targeted co-ops with operators to focus on increased
awareness and visitation
along with product development; New airlift support,
Non-endemic partnerships/
sponsorships through travel
trade
E-newsletter;
Travel Trade
Portal Updates
E-newsletter;
Travel Trade
Portal Updates
E-newsletter;
Travel Trade
Portal Updates
E-newsletter;
Travel Trade
Portal Updates
Single Tour
Operator
Product
Development
FAM
United Airlines
Southern
California
Product
Development
FAM
E-newsletter;
Travel Trade
Portal Updates
E-newsletter;
Travel Trade
Portal Updates
E-newsletter;
Travel Trade
Portal Updates
E-newsletter;
Travel Trade
Portal Updates
E-newsletter;
Travel Trade
Portal Updates
Single Tour
Operator
Product
Development
FAM
E-newsletter;
Travel Trade
Portal Updates
Tour Operator
travel fair featuring California
product; Wing
Travel Weekly
USA Supplement
Club California
travel trade and
media training-Osaka
New California
product on
sale/operating;
Newspaper
print/digital
co-op with tour
operators
E-newsletter;
Travel Trade
Portal Updates
Kanku Tabihaku
Travel Fair
IPW
Tour Operator
High Sierra
Product
Manager FAM
JATA Tourism
Expo 2015
Club California
travel trade and
media training-Tokyo
E-newsletter;
Travel Trade
Portal Updates
Club California
travel trade and
media training-Nagoya
JATA Brand
USA In-Depth
Seminars-Tokyo
Club California
travel trade and
media training-Tokyo
Club California
travel trade and
media training-Fukuoka
JATA Brand
USA In-Depth
Seminars-Osaka/Nagoya
New California
product in market; Newspaper
print/digital
co-op with tour
operators
New California
product on
sale/operating;
Newspaper
print/digital
co-op with tour
operators
New California
product on
sale/operating;
Newspaper
print/digital
co-op with tour
operators
New California
product on
sale/operating;
Newspaper
print/digital
co-op with tour
operators
New California
product on
sale/operating;
Newspaper
print/digital
co-op with tour
operators; Travel
Journal USA
Supplement
New California
product on
sale/operating;
Newspaper
print/digital
co-op with tour
operators