a marketing plan for japan prepared by: the philippine japan team

A MARKETING PLANA MARKETING PLANFOR JAPANFOR JAPAN

Prepared by: The Philippine Japan Team

JAPAN OUTBOUND TRAVELJAPAN OUTBOUND TRAVEL

Prepared by: The Philippine Japan Team

WHY TARGET JAPAN?WHY TARGET JAPAN?

ECONOMIC POWERECONOMIC POWER

• It is the world’s second largest economy (US$5.465 Trillion). It is a rich country with enormous personal savings.

• It has one of the highest per capita GDP in the world US$28,000 in 2003 (estimated)

• Real GDP growth of 2.5% in 2003

Source: WTO Tourism Highlights 2003 DOT Foreign Offices

53.2

40.4

58.0

26.7

7.615.4

7.1

20.213.3

61.4

79.9

24.1

0

10

20

30

40

50

60

70

80

90

USA Germany UK Japan China Korea

Int'l. Tourism Expenditure (in US$ Billion)Outbound Travel (in Million)

• Japan is one of the biggest sources of the world’s outbound travellers and the biggest tourism spenders.


WORLD’S TOP TOURISM SPENDERS 2002

* USA figures exclude outbound to Canada and Mexico

• The Philippines has close historical ties and a strong, vibrant relationship with Japan in trade, business, investments and tourism.

• The 2nd largest investor in the Philippines, representing 37% of total foreign Direct Investment for the Philippines.

• The top Official Development Assistance (ODA) donor country – No. 1 source of external development funds.

• 2nd largest export market of Philippine products.

• Consistently the 2nd largest source market for tourism for the past 10 years averaging 19-21% share of total visitor arrivals.


STRONG RP-JAPAN RELATIONS

Japanese outbound travel dropped 19.5% to 13.3 M in 2003 in the aftermath of SARS (far larger decrease than that following the 1991 Gulf War and the 9/11 in 2001).

Proportionate decline in average expenditure per traveller from ¥309,100 in 2000 to ¥271,000 in 2003.


SUMMARY OF FINDINGS SUMMARY OF FINDINGS (2003 JTB SURVEY)(2003 JTB SURVEY)


Source: JTB Report 2004

Total Japan Outbound Travel Market & ExpenditureTotal Japan Outbound Travel Market & Expenditure

13,579

(12.66%)15,298

(9.13%)16,695

(0.64%)16,803

(-5.93%)15,806

(3.49%)16,358

(8.93%)17,819

(-9%)16,215

(1.93%)16,528

(-19.53%)13,300

-1,000

1,000

3,000

5,000

7,000

9,000

11,000

13,000

15,000

17,000

19,000

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003

¥ US $1994 Not available1995 404,000 4,2991996 361,000 3,3181997 331,000 2,7371998 327,000 2,4961999 326,000 2,8612000 309,000 2,8672001 296,000 2,4352002 293,000 2,3392003 271,000 2,338

Total Expenditure per TripTotal Expenditure per TripPer PaxPer Pax

2000 was the peak year for Japan outbound travel, due to 2 consecutive years of strong yen and income growth.• SARS had the greatest impact on Japan outbound travel, bringing it down to lower than 1994 levels.

Majority of Japanese travellers are from Greater Tokyo, Kinki/Kansai, and the Tokei Regions. In terms of prefectures: Tokyo/Kanagawa, Osaka and Aichi (in that order).

PROFILE OF THE JAPANESE OUTBOUND TRAVELLER PROFILE OF THE JAPANESE OUTBOUND TRAVELLER By Point of OriginBy Point of Origin


Hokkaido

Kanto

Tokai

Kyushu

Tohoku

Chugoku

ShikokuKinki

Okinawa

Koshin-etsu•Hokuriku

(Greater Tokyo)(Aichi)

(Osaka)

• Inspite of SARS in 2003, China remains Japan’s top overseas destination with 16.95% market share of total

outbound travel.

• Top 3 destinations in 2003 (2000)

* China2.250 M(2.202 M)

* Korea 1.802 M(2.472 M)

* Hawaii 1.324 M(1.856 M)

• None of the markets in 2003 recaptured 2000 levels. All regions infected with SARS suffered major declines.

PROFILE OF THE JAPANESE OUTBOUND TRAVELLERPROFILE OF THE JAPANESE OUTBOUND TRAVELLERBy Overseas DestinationBy Overseas Destination


Majority of Japanese travellers in 2003 is malemale. Both male (7.61M)male (7.61M) and female (5.69M)female (5.69M) markets decreased in 2003. The female market continues to drop (for 3rd consecutive year) due to safety/security concerns.

Men in their 30’sMen in their 30’s have overtaken women in their 20’s (segment with the most rapid growth in 2000) as the largest market segment in 2003. Departure ratio (including repeat travellers) for men in their 40’s is the highest. Remarkable decline in the elderly marketRemarkable decline in the elderly market (men over 60 and women over 50).

PROFILE OF THE JAPANESE OUTBOUND TRAVELLERBy Gender

SUMMARY OF FINDINGS SUMMARY OF FINDINGS (2003 JTB SURVEY)

PROFILE OF THE JAPANESE OUTBOUND TRAVELLERBy Spend

SUMMARY OF FINDINGS SUMMARY OF FINDINGS (2003 JTB SURVEY)

• Total overseas travel expenditure per trip per person is ¥271,000¥271,000, little change over the years.

• Middle aged women spent the most on shopping (¥98,000)(¥98,000)..

• Elderly women are the biggest spenders with ¥347,000¥347,000, followed by middle-aged women (¥324,000)(¥324,000), and elderly men (¥317,000)(¥317,000).. Least spenders are single men and women.

• The highest travel expenditure is for overseas study/school trips at ¥483,000¥483,000.

Japanese travel primarily for tourism, 80% to Guam/Saipan and Hawaii for sightseeing, natural/scenic attractions, shopping, R&R. Business Travel is increasing, especially to China. VFRs remain strong (U.S. Mainland and Canada).

PROFILE OF THE JAPANESE OUTBOUND TRAVELLERPROFILE OF THE JAPANESE OUTBOUND TRAVELLERBy Purpose of TravelBy Purpose of Travel

SUMMARY OF FINDINGS (2003 JTB SURVEY)

Total Japan Outbound

Tourism

Honeymoon

VFR

Business

Trainings/inspection trips

Overseas study /school trips

Sightseeing

Shopping

Gourmet sampling

Art galleries & museums

Rest & Relaxation

Swimming

Golf

Scuba Diving

Other Sports

Natural attractions

Historical attractions

Cultural attractions

PROFILE OF THE JAPANESE OUTBOUND TRAVELLERBreakdown of Japan Tourism Market into Activities in Destinations

2000 = 17.8 M2003 = 13.3 M

Attendance in Attendance in meetingsmeetings

Others

No answer

Theme Park

Wedding ceremony

Theatrical performances / concerts / movies

Night Tour

VFR

Gambling

Others

Package Tours is the most common type of overseas travel (46% from 50.8% in 2000) BUT individually arranged (FIT) type of travel (42.1% from 34% in 2000) will increase, especially via the Internet which had a phenomenal growth. Predominantly mono destination in travel format.

PROFILE OF THE JAPANESE OUTBOUND TRAVELLERPROFILE OF THE JAPANESE OUTBOUND TRAVELLERBy Type of Travel ArrangementBy Type of Travel Arrangement


Security concerns, while declined slightly still continue to be the biggest factor hindering travel. “Costs too much” rises. Language has become less of a concern.

THE JAPANESE OUTBOUND TRAVEL MARKETTHE JAPANESE OUTBOUND TRAVEL MARKET


Inspite of its economic downturn, decreasing volume of outbound travel, and decreasing travel expenditures, Japan remains a huge market for tourism and travel. JTB’s 2004 forecast remains high at 16.5 M outbound Japanese!

THE JAPANESE OUTBOUND TRAVEL MARKETTHE JAPANESE OUTBOUND TRAVEL MARKET

CONCLUSION

THE JAPANESE TRAVELLER TO THE WORLDTHE JAPANESE TRAVELLER TO THE WORLD20032003

Travels by Package Tours mono destination

packages

Favorite Destinations China Korea Hawaii

Predominantly Male (30-39’s)

Books thru a travel firm

Travels 5-7 days usually in April / May (Golden Week) or November / December

Mostly come from Tokyo using Narita Airport

•Motivated to travel primarily by “desire to visit a destination”

Usually gets his travel information from reading pamphlets

Travels primarily for Tourism

Favorite Activity in Destination is

viewing natural / scenic attractions followed by shopping

Travels with friends and relatives

Spends an average of ¥ 271,000, mostly on shopping

JAPAN OUTBOUND TRAVEL JAPAN OUTBOUND TRAVEL

13,579

277,825

15,298

323,199

16,695

350,242

16,803

376,714

15,806

361,631

16,358

387,513

17,819

390,517

16,215

343,840

16,528

341,867

13,300

322,896

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003Source: JTB Report 2004

Legend:Legend:

Japan Japan OutboundOutbound (in millions)(in millions) Japan Japan Inbound to Inbound to the Philsthe Phils

Total Japan Outbound Travel vs. Japan Arrivals To The Philippines

PHILIPPINE MARKET SHARE OF JAPAN OUTBOUND PHILIPPINE MARKET SHARE OF JAPAN OUTBOUND

TRAVELTRAVEL 2000/20032000/2003

Sources: DOT Statistics and JTB Report

390,517(2.19%)

17,819M

322,896 (2.43%)

13,300M

0

20

40

60

80

100

120

140

160

180

2000 2003

Total Japan Outbound Travel vs. Japan Arrivals To The PhilippinesTotal Japan Outbound Travel vs. Japan Arrivals To The Philippines

Legend:Legend:

Japan outbound Japan outbound traveltravel

Japan arrivals toJapan arrivals to the Philippinesthe Philippines

390,517(19.60%)

1,992,169

322,896 (16.93%)

1,907,226

0

20

40

60

80

100

120

140

160

180

200

2000 2003

Total Philippine Arrivals vs. Total Philippine Arrivals vs. Japan Arrivals To The Japan Arrivals To The

PhilippinesPhilippines

Legend:Legend: Total Philippine Total Philippine ArrivalsArrivals

Japan arrivals toJapan arrivals tothe Philippinesthe Philippines

…but Japan remains largely underpenetrated

Source: DOT Statistics and JTB Report

250,848(2.21%)

11,332,852

189,308 (2.26%)

8,389,984

0

20

40

60

80

100

120

140

160

180

200

2000 2003

PHILIPPINE MARKET SHAREPHILIPPINE MARKET SHARE

OF JAPANESE OUTBOUND TRAVELLING FOR TOURISMOF JAPANESE OUTBOUND TRAVELLING FOR TOURISM2000/20032000/2003

Total Japanese Travelling for Tourism vs. Japan Arrivals To The Philippines for LeisureTotal Japanese Travelling for Tourism vs. Japan Arrivals To The Philippines for Leisure

Legend:

Total Japanese Travelling for Tourism 2000 : Nearly 80% visit Guam, Saipan and Hawaii

Japan arrivals to the Philippines for leisure

PHILIPPINE MARKET SHARE PHILIPPINE MARKET SHARE OF JAPAN ARRIVALS TO ASEANOF JAPAN ARRIVALS TO ASEAN

1998-20041998-2004

Sources: DOT Statistics and ASEAN Secretariat

Total Japan Arrivals to ASEAN vs. Arrivals to the PhilippinesTotal Japan Arrivals to ASEAN vs. Arrivals to the Philippines

Legend: Total Japan Arrivals to ASEAN

Japan arrivals tothe Philippines

390,517(10.12%)

3,858,391

322,896 (11.15%)

2,896,134

0

20

40

60

80

100

120

140

160

180

200

2000 2003

Ranking based on 2000 figuresRanking based on 2000 figures

1998 1999 2000 2001 2002 2003 2004Jan-Apr

Thailand 986,264 1,071,482 1,206,549 1,177,599 1,239,421 1,042,349 -

Singapore 843,683 860,661 929,887 755,766 723,431 434,036 174,598

Indonesia 469,409 606,102 662,045 611,314 620,722 548,630 -

Malaysia 252,178 286,940 455,981 397,639 354,563 213,527 100,473

Philippines 361,631 387,513 390,517 343,840 341,867 322,896 128,528

Vietnam 95,258 113,514 152,755 204,860 279,769 209,730 94,102

Laos 12,936 14,860 20,687 15,547 19,801 17,766 -

Cambodia 13,386 17,885 19,906 17,952 96,796 88,401 40,298

Myanmar 20,525 17,014 16,096 20,118 20,744 18,799 7,680

Brunei Darussalam

6,639 3,172 3,968 2,033 2,251 - -

TOTAL 3,061,909 3,379,143 3,858,391 3,546,668 3,699,365 2,896,134 545,679

INDEPENDENT traveller

Sources: Phil. Annual Visitor Sample Survey 2000 & 2003 DOT Statistics 2000 & 2003

Mostly MARRIED

Spends an average of US$ 133.89 DAILY Spends an average of US$ 79.80 DAILY

Travels ALONE

Earns an average of US$ 62,949.43 annually Earns an average of US$ 63,698.99 annually

HAS a university / college DEGREE

Prefers a HOTEL as type of

ACCOMMODATION

Most are REPEAT VISITORS

Is predominantly MOTIVATED BY

WARM, FRIENDLY PEOPLE

THE JAPANESE TRAVELLER TO THE PHILIPPINES2000 / 2003

Predominantly MALE (45-54’s)

Legend:

• 2000 & 2003 data • 2000 data • 2003 data

Usually a PROFESSIONAL / BUSINESSMAN Usually a BUSINESSMAN

Majority traveled in AUGUST and MARCH Majority traveled in DECEMBER and

AUGUST

Stays an average of 6.37 NIGHTS Stays an average of 6.48 NIGHTS

TRAVELS primarily for HOLIDAY

• Japan has consistently been our 2nd largest source market for tourism yet it remains largely underpenetrated.

CONCLUSIONSCONCLUSIONS


We have always been a MARKET FOLLOWER, never a MARKET LEADER OR TREND SETTER.

MARKET

PRODUCT

• We have been tapping market segments like golf and diving which make up small segments of the tourist traffic from Japan.

• Huge untapped tourism (leisure) market for Shopping Viewing Natural / Scenic Attractions

PRICE

PROMOTIONS

• We have the product attractions but few are ready for the market in terms of infrastructure and services

• Low awareness about product offerings• No / Few new product offerings since 5/10 years ago.

• Still competitive but becomes expensive when viewed in terms of value or content

• Weak indistinct image, low awareness, largely overlooked product resulting in low trial

• Lack of / absence of special / sale promotional offers• No advertising• Inconsistent, unsustained PR activities; lack of “good news” on the Philippines.• Lack of appropriate collaterals in Japanese. Inefficient distribution.

DISTRIBUTION • Travel wholesalers lack incentives to mobilize

BUDGETS • Widely dispersed use of available tourism budgets

• Japan needs a ONE-COUNTRY APPROACH considering its importance to the Philippines not only for tourism but for trade, business, investments, socio-cultural exchange.

• While the DOT concentrates on the tourism segment, other government agencies can help increase Japanese arrivals to the Philippines for the following strong market segments:

Business Travel - DTI/BOI et al VFR’s - DFA/DOLE/OWWA Elderly Market - PRA


DOT MUST FOCUS,

• We need to identify the market segment of Japan’s outbound travel that remains largely untapped, has the highest potential, and whose needs we can meet; and focus on it our marketing/promotions efforts and resources.


JAPANESE WOMENJAPANESE WOMEN

AGE TOTAL AGE TOTAL OUTBOUND 2003OUTBOUND 2003

20-29 1.623 M 30-39 1.234 M 40-49 .630 M

50-59 .867 M

SingleSingle WomenWomen - 15-29’s

- 30-44’s

Travel with friends and relatives

Married Married WomenWomen - Employed - Housewives Travel with husband

Middle-AgedMiddle-Aged

WomenWomen

GENERAL GENERAL CHARACTERISTICSCHARACTERISTICS

•Makes the decision on where to travel •Travels primarily for TOURISM (especially single females)• SHOPPING is primary activity in destination (especially 15-29 singles and housewives)• High interest in natural/scenic attractions and gourmet sampling• Uses PACKAGE TOURS (especially married women) (Group travel is strong for 30-44 singles)• Prefers FREE-TIME Package tours• Has very strong desire to travel overseas (especially married women)

PREFERRED STYLE PREFERRED STYLE OF TRAVELOF TRAVEL

•Travels abroad as long as possible, even if infrequently.• Less interest on historical sites, more on NATURE and scenery.• Relaxes at just one or two destinations.• Wants to visit a different place each trip.• Stays at any hotel as long as has basic amenities.• Eats at restaurants where locals eat.• Visits famous destinations.• Participates in a convenient package tour.• Makes many purchases and souvenirs for family and friends.

COMPETITORS FORCOMPETITORS FORTHIS MARKET:THIS MARKET:

SingleSingle WomenWomen - Europe

- East Asia (Korea/Taiwan, HK)

- ASEAN

(Thailand, Indonesia,

Singapore, Malaysia)

Married Married WomenWomen - East Asia

(Korea/Taiwan,

HK) - ASEAN

(Thailand, Indonesia)

- Hawaii (Saipan) (especially housewives) - Europe (for

employed

Middle Middle - Europe AgedAged

WE FOCUS ON THE JAPANESE WOMEN 30’s-50’s MARKET SEGMENT4.354 M IN 2003 (3.05 for Tourism)

GENERAL GENERAL CHARACTERISTICSCHARACTERISTICS

• 46 % Travels for TOURISM• 30% for BUSINESS• Majority are Repeat TravellersBoth segments are big spenders at ¥287,000 for Middle Aged Men and ¥283,000 for Married Men.Main motivation to travel is to take a holiday. Married Men, in particular want to visit a specific destination. Married Men travel with wife (34%) or fellow employees (20.5%) Middle Aged Men travel alone (35.3%) or with fellow employees (22.2%).

PREFERRED STYLE PREFERRED STYLE OF TRAVEL OF TRAVEL

Travels abroad as long as possible, even if infrequently Enjoyment of “nature and scenery” ranks first “Rest and Relaxation” a strong preference with married menHigh interest in shopping (for married men) and gourmet sampling (for middle-aged men). Interest in Night Tours.Eats at restaurants where locals eat Visits a different place each tripMiddle Aged Men opt for individually arranged travel; Married Men use either package tour or individually arranged travel. Married Men who use package tours prefer the FREE TIME package. Middle Aged Men use either full package or FREE TIME package tour; both book through a travel firm, but Internet usage increasing

COMPETITORS FORCOMPETITORS FORTHIS MARKET:THIS MARKET:

MarriedMarried MenMen - US East Coast

- Indonesia/ Malaysia)

- Guam / Saipan

Middle Middle Aged Aged - China/Taiwan/

Hong Kong- Thailand/

Singapore - Germany

WE FOCUS ON THE JAPANESE MALE (MARRIED & MIDDLE-AGED) MARKET SEGMENT

4 M in 2003 (2 M for Tourism**)

Married Men = 2 M(Between 15-44)

Middle Aged Men = 2 M(Between 45-49)

_______ 4 M*

* Based on % of Married Men (13.8%) and Middle Aged Men (13.3%) among total respondents of JTB Factual Survey of the Overseas Travel Situation; applied to Japan’s Total Outbound of 13.3M. **Based on 46% of Total Male Market segment travelling for Tourism in 2003.

JAPANESE OUTBOUND TRAVEL MARKET

1. Japanese outbound travel is almost 50/50 male/female. 2000 2003

Male : 9,536,000 7,606,000Female : 8,284,000 5,690,000

2. The female 20-29’s segment ruled overseas outbound travel for over 13years but was overtaken by the male 30-39’s in 2003 due to security/concerns.

3. Over a 14-year period (1990-2003), the female 30-39’s segment is the only one steadily increasing its market share. All other segments

have decreased/increased market share according to market forces. (economy, safety/security concerns).

4. Men in their 30’s have overtaken women in their 20’s (segment with the most rapid growth in 2000) as the largest market segment in 2003.


1. Higher percentage of women travelling for tourism than male.

2. Over 70% of all groups of women (except students) travel for tourism.

3. About 46% of married men and middle aged men travel for tourism; about 30%

travel for business.

JAPAN OUTBOUND TRAVEL 2003By Purpose of Travel By Market Segment

%

Source: Japan Tourism Marketing Factual Survey 2004

MALE FEMALE

Students Single Married Middle Aged

Elderly Students Single 15-29

Single 30-44

Married (employed)

Married (house-wives)

Middle Aged

Elderly

Tourism 57.1 71.2 47.0 45.2 59.2 63.3 72.6 72.9 69.1 68.3 74.9 80.4

Business - 12.3 27.5 31.4 10.8 - 1.7 4.8 2.4 0.5 2.6 0.3

Honeymoon 1.1 - 13.2 0.3 0.3 - - - 12.4 13.6 0.5 0.3

VFR 7.7 8.0 2.9 7.2 8.4 8.3 8.8 10.0 8.6 11.1 11.5 7.2

Training / Inspection Trips

6.6 4.1 2.3 3.6 3.5 5.3 2.7 1.3 0.7 - 0.9 -

Conference Attendance

6.6 0.8 1.2 1.8 1.9 1.2 1.0 - 0.3 - 0.5 0.3

Overseas Study / School Trips

14.3 0.3 0.2 0.2 0.3 16.6 3.4 0.4 0.7 1.0 0.2 -

Others 4.4 2.3 3.1 6.1 9.7 3.6 9.1 6.6 4.8 5.0 6.6 6.5


The Male 20’s, 30’s, 40’s, 50’s market segments, though all decreased in 2003, total 6.04 M outbound travellers in 2003 (7.46 M at its peak in 2000).

The Female 20’s, 30’s, 40’s, 50’s segments, though all decreased in 2003, total 4.4 M outbound travellers in 2003 (6.4 M at its peak in 2000).

JAPAN MARKET SEGMENTS TO SOUTHEAST ASIA JAPAN MARKET SEGMENTS TO SOUTHEAST ASIA (%)(%)

RP

2000

RP

2003

Male Students 15.6 0 15.4 3.4

Female Students 13.1 4.1 12.4 5.2

Single Women (15-29) 19.1 6.1 14.5 3.4

Single Women (30-44) 14.9 8.2 13.0 3.4

Married Women (employed)

20.5 2.0 14.1 1.7

Married Women (housewives)

9.8 2.0 15.1 3.4

Single Men 14.7 14.3 17.7 6.9

Married Men 14.9 10.2 15.9 20.7

Middle Aged Men 16.5 36.7 20.7 32.8

Middle Aged Women 14.6 12.2 13.1 1.7

Elderly Men 11.4 2.0 18.6 17.2

Elderly Women 9.8 2.0 12.1 0

Notes:1. Based on JTB Factual Survey

of the Overseas Travel Situation covering 2.5M respondents who took 3.9M overseas trips in 2000 / 2003

2. Respondents:

Male : 48.2%Female : 51.1%No Answer : 0.7%

100.0%

3. Philippines total in 2000 = 49,000in 2003 = 58,000 out of 3.9M

MALE FEMALE

MARKETMARKET

SEGMENTSEGMENT

HH

OO

NN

GG

KK

OO

NN

GG

SS

II

NN

GG

AA

PP

OO

RR

EE

KK

OO

RR

EE

AA

T T

AA

II

WW

AA

NN

CC

HH

I I

NN

AA

TT

HH

AA

II

LL

AA

NN

DD

MM

AA

LL

AA

YY

SS

II

AA

II

NN

DD

OO

NN

EE

SS

II

AA

PP

HH

II

LL

II

PP

PP

II

NN

EE

SS

HH

OO

NN

GG

KK

OO

NN

GG

SS

II

NN

GG

AA

PP

OO

RR

EE

KK

OO

RR

EE

AA

T T

AA

II

WW

AA

NN

CC

HH

I I

NN

AA

TT

HH

AA

II

LL

AA

NN

DD

MM

AA

LL

AA

YY

SS

II

AA

II

NN

DD

OO

NN

EE

SS

II

AA

PP

HH

II

LL

II

PP

PP

II

NN

EE

SS

STUDENTSTUDENT 1.0 4.5 2.9 1.9 1.6 2.5 -- 1.3 3.4 2.9 3.4 4.2 1.9 2.3 2.5 2.0 3.8 5.2

SINGLESINGLE 8.8 11.4 17.8 17.9 9.6 13.2 18.4 3.8 6.9

15-2915-29 8.8 9.1 8.2 6.8 5.8 7.8 2.0 10.1 3.4

30-4430-44 7.8 1.1 5.0 4.3 6.4 4.9 10.2 5.1 3.4

MARRIEDMARRIED 13.7 14.8 12.5 13.0 11.3 8.8 22.4 22.8 20.7

EmployedEmployed 14.7 5.7 6.1 4.3 4.2 5.4 10.2 10.1 1.7

HousewivesHousewives 4.9 2.3 6.6 1.9 2.3 4.9 8.2 6.3 3.4

MIDDLE-AGEDMIDDLE-AGED 18.6 18.2 14.6 22.8 28.0 23.0 16.3 10.1 32.8 16.7 15.9 0.1 7.4 7.1 9.8 4.1 13.9 1.7

ELDERLYELDERLY 2.0 8.0 7.2 10.5 13.5 10.8 4.1 5.1 17.2 --- 5.7 4.2 6.8 8.0 5.9 2.0 6.3 ---

BREAKDOWN BY DESTINATION

a marketing plan for japan prepared by: the philippine japan team

Documents

japan outbound travel

target japan

philippine japan team

japanese outbound traveller

worlds outbound travellers

jtb survey slide

mexico slide

dot foreign offices