JNTO strategy to focus on variety and value

Japan by Karen Maxwell

JNTO strategy to focus on variety and value

Tourist organisation promotes affordability

The Japan National Tourist Organisation will be launching a marketing strategy at World Travel Market to promote Japan as a more varied and affordable destination.

Fuji Moto, deputy director of the JNTO in London, said: “Our theme for WTM will be Reorient Japan because we want to show people it is accessible, it has a lot to offer and that it is not that expensive.”

The strong pound is responsible for making the UK suchan attractive market to the Japanese.

Japan Travel Bureau sales manager Makato Sano said: “Our biggest European market is Germany but we are putting more emphasis on the UK market as the deutschmark is quite weak against the yen.”

Most of last year’s delegates will be returning, including the Japan Travel Bureau, Prince Hotels, Creative Tours, City of Osaka, Hotel New Otani and ANA World Tours.

Rhinga Royal Hotels and Naoya Marriott Associa Hotel are both new to WTM this year, and Imperial Hotels will return after a break last year.

Talking football

Jointly hosting the 2002 FIFA World Cup with South Korea, Japan will be showcasing its 10 venues for the games at World Travel Market from Sapporo on the northern island of Hokkaido, to Oita on the southern island of Kyushu.

Expecting an increase in World Cup enquiries during the show, Keitaro Oshima, director of the Japan National Tourist Organisation in London, said: “Many of these cities are probably unfamiliar to agents, such as Miyagi, Niigata, Ibaraki, Saitama and Shizuoka, so WTM will be an ideal opportunity for us to showcase them.”

Oshima said the first round of international tickets went on sale in early October through the UK-based distributor Byrom Co, with the second phase starting on February 1. Approximately 50% of the three million tickets will be available to international buyers.

Although the JNTO will not be able to assist in securing tickets, more information will be available on its Web site – promoted at WTM and due to become active early next year.

All dressed up: Japan offers varied attractions and culture

WTM products

The Japanese Travel Bureau will be introducing new products during World Travel Market in an attempt to prove to UK buyers that the country is value for money.

For example, an eight-day trip to Kyoto and Tokyo in December will cost approximately £430 per person for a party of 15 to 20.

Rhinga Royal Hotels – which is a new face on the stand – will be showcasing its Digicard, first introduced to the hotel industry last year.

No larger than a business card, the Digicard can be placed into a CD-ROM. It will then display a tour of Rhinga properties and allow a 360 degree view of selected rooms, as well as access to the group’s Internet site.

News Flash

&#42 World Cup venues:a JNTO brochure detailing Japan’s 10 venues for the 2002 FIFA World Cup will be available on the Japan stand. Details will include a comprehensive map with directions to the football venues,accommodation, event calendar and a guide to local cuisine.