- From January to November 2023, Japan received close to 1,52,814 visitors from India, indicating a positive trend with recovery rate of 93% approx.
- Japan looks at introducing unique experiences on new routes to Indian audiences beyond basic Golden route like: Hokkaido and Tohoku.
- ‘Japan. Endless Discovery’ is the key positioning of Japan to welcome overseas visitors.
As Japan stands at the brim of adversity and fights its battle against time, there lies hope in tourism’s potential to illuminate its path to recovery. Through the influx of visitors welcomed in 2023, the nation not only spells out its zeal towards economic recovery, but also embraces the chance to showcase its resilient spirit and rich cultural heritage in 2024. Tourism figures in 2023 indicates positivity, casting a ray of light amidst challenging times.
Ryo Bunno, the Executive Director of the Japan National Tourism Organization (JNTO), Delhi Office shares with T3 how the year 2023 has been. “As of the current status in terms of tourism recovery, the Indian market holds immense potential and significance for Japan’s tourism industry. In 2019, Japan welcomed over 1,75,000 Indian visitors, and our objective for 2023 was to meet or exceed this milestone.”
From January to November 2023, Japan received close to 1,52,814 visitors from India, indicating a positive trend with recovery rate of 93% approx. While the numbers are not yet at the 2019 level, the steady increase in arrivals is encouraging. “We are actively working to strengthen our ties with the Indian travel industry and are tailoring our initiatives to align with the preferences and needs of Indian tourists”, adds Ryo. “Considering the positive trajectory in visitor numbers in 2023, Japan remains optimistic. We anticipate continued growth in tourist arrivals from India as we build on our collaborative efforts with the Indian travel sector and implement strategies to make Japan an even more attractive destination.”
‘Japan. Endless Discovery’ is the key positioning of Japan to welcome overseas visitors. In terms of its marketing and promotional strategy, Japan is following a multifaceted marketing approach that spans various platforms. The strategy encompasses online and offline channels, as well as robust engagement on social media. Collaborations with travel influencers, media outlets, and travel trade partners via roadshows, FAM tours and so on are integral to Japan’s promotional efforts, enabling to reach a broader and more engaged audience.
“We also look forward to introducing unique experiences on new routes to Indian audiences beyond basic Golden route like: Hokkaido and Tohoku. By working closely with our partners, we aim to create attractive travel packages and exclusive deals. These initiatives are designed to encourage Indian tourists to explore Japan more extensively, catering to diverse segments such as leisure and MICE”, adds Ryo.
When asked about the targeted market segments in India Ryo mentions that Japan is now focussed on targeting upper middle-class families and couples in their late 20’s and above age group. Japan is also adopting strategy to reach luxury segments in Indian market, increase VFR and MICE movement.
Japan’s plans involve tailored offerings emphasizing Japan’s culinary delights, picturesque wedding venues, and iconic film locations. These are big ticket size events and requirements differ depending upon the theme. According to Ryo, “We welcome and support queries on case-to-case basis because every project has special requirements. By showcasing these unique offerings, we aim to increase our share in these passionate segments and further solidify Japan as a top choice for Indian travellers.”
To enhance presence with the travel trade fraternity in India, Japan has a comprehensive strategy that includes both online and offline channels, along with active engagement on social media. Collaborating closely with travel trade partners is a key focus area and Japan is planning targeted activities such as FAM tours, workshops for Travel Agents and roadshows with Buyer & Seller matching events to strengthen relationships within the travel trade community. These engagements will unlock meaningful discussions, enabling to capture the interest of Indian travellers in real time and respond swiftly according to the market needs.
