south african tourism country: japan · capital city tokyo population approximately 126 million...

South African TourismCountry: Japan

November 2016

Bradley Brouwer

President: Asia-Pacific

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JAPAN

JAPAN

KOREA

CHINA

TOKYO

General Information of Japan

Official Name Japan

Capital City Tokyo

Population Approximately 126 million (November 2016 data)

Climate Continental and monsoonal climate characterized by four distinct

seasons

Spring : March ~ May / Summer : June ~ August

Autumn : September ~ November / Winter : November ~ February

Language Japanese

Monetary Unit Japanese Yen (￥) R1 = JPY7.66 (as of 4 November)

Electricity 100V

Religion 2 major religions: Shintoism and Buddhism.

Driving On the left Right hand drive vehicles

Time difference + 7 hours ahead of SA time

Leading CompaniesToyota Motors, Honda Motors, Mitsubishi UFJ Financial, Nippon

Telegraph & Tel, Softbank, Hitachi, Sony etc.

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Landscape Analysis Tokyo International Conference on African Development (TICAD) was held in August,

2016. Prime Minister Shinzo Abe attends from Japan. Japan proposed execution of an

investment of 30 billion USD for human resources cultivation targeting 10 million

persons from 2016 to 2018. Total amount comes from government and companies.

Large amounts of funds are collected in South Africa and in the tourist industry circle

as well as in infrastructure building. Travelers from Japan to South Africa are expected

to grow in 2017 and 2018.

Population in Japan is 127,094,745 investigated in Oct 2015 by the Ministry of Internal

Affairs. It is the first time that the population decreased since the investigation began

from 1920. The downward trend will be ongoing into the future.

Japan Federation of Economic Organizations （Keidanren) announced that the

situations of bonuses among large companies (companies in the First Section of the

Tokyo Stock Exchange, more than 500 employees) improved. An average agreement

increased 3.74 % with 927,415 yen compared with last fiscal year. The increasing trend

was exceeded continuously for 4 years.

Landscape Analysis (cont.) TAX income of a general account base at the first half year in 2016 is 15.95 trillion

yen according to the Department of Treasury. It has decreased 4.8 % compared with

the corresponding period of the previous year. Lots of Profit was kept inside the

companies so growth of the corporation tax income has been slow. Anxiety for the

future that management feel is one of the reasons that tax income will still be low in

the fiscal year 2016.

Inbound tourists have spent JPY 3.47 trillion ($ 29.5 billion) in Japan in 2015. But this

trend is changing in 2016. Inbound tourists are spending less money compared with

2015. Total number of outbound tourists was 16.21 million in 2015. The total Japanese

outbound has decreased from 2012 to 2015.

Travel Trend Total number of tourists from foreign countries to Japan was 20 million. It was the

first time that this number exceeded 20 million in 2015. This is fast paced. The

reasons, First, increasing air capacity especially between Japan and Asian countries.

Secondly, expanding visa conditions and improving duty free offerings. With these

activities, tourists from China, Korea and Taiwan were dramatically increasing.

Domestic travel has been increasing towards the 2020 Tokyo Olympics. The Japanese

Government plans to improve conditions and infrastructure of airports showing new

tourism spots (i.e. national parks and cultural resources) in the countryside. The

target of the number in 2020 will be 40 million tourists (from the Ministry of Land,

Infrastructure and Transport).

The number of issued passports in 2015 was about 3.38 million. This was a 1.8%

increase compared with 2014 (by the Ministry of Foreign affairs).

Total Japanese Outbound

Jan Feb M ar A pr M ay Jun Jul A ug S ep O ct N ov D ec T O T A L

2 0 1 4 1,253,404 1,404,873 1,596,751 1,189,132 1,280,765 1,289,029 1,414,912 1,783,127 1,520,863 1,417,766 1,355,246 1,397,520 16,903,388

2 0 1 5 1,235,612 1,257,154 1,534,026 1,144,833 1,262,103 1,190,806 1,309,957 1,653,622 1,525,777 1,412,468 1,339,248 1,348,183 16,213,789

2 0 1 6 1,276,297 1,330,972 1,550,637 1,249,586 1,233,170 1,271,146 1,435,759 1,818,331 1,545,000 12,710,898

■2 0 1 4

■2 0 1 5

■2 0 1 6

Japanese Arrivals to South Africa

Jan Feb M ar A pr M ay Jun Jul A ug Sep O ct N ov D ec TO TA L

2 0 1 4 1,700 1,682 2,224 1,746 2,211 2,406 2,170 3,194 2,536 2,896 1,733 3,006 27,504

2 0 1 5 1,228 1,444 1,606 1,375 1,716 1,373 1,492 1,965 1,891 2,829 1,658 1,625 20,202

2 0 1 6 2,579 1,646 1,917 1,838 2,092 1,775 2,046 2,471 16,364

■2 0 1 4

■2 0 1 5

■2 0 1 6

Air Routes to South Africa from Japan (non-direct)AIRLINE & FREQUENCY REMARKS

South African Airways

Daily: HKG – JNB

28 weekly codeshare flights with NH to HKG from NRT, HND, KIX and NGO

Total elapsed time from NRT to JNB via HKG: 19:45 hrs

Cathay Pacific Airways

Daily: HKG - JNB

Over 140 weekly flights to HKG from NRT, HND, CTS, KIX, NGO, FUK and OKA

Total elapsed time from NRT to JNB via HKG: 19:35 hrs

Singapore Airlines

Daily: SIN - JNB

4 weekly: SIN - CPT via JNB

56 weekly flights to SIN from NRT, HND, NGO, KIX & FUK

Total elapsed time from NRT to JNB via SIN: 20:30 hrs

Air China

3 weekly: PEK – JNB Over 70 weekly flights to PEK from NRT, HND, CTS, KIX, NGO, FUK, HIJ, SDJ & OKA

Total elapsed time from NRT to JNB via PEK: 25:55 hrs

Etihad Airways

Daily: AUH - JNB14 weekly flights to AUH from NRT and NGO

Total elapsed time from NRT to JNB via AUH: 26:20 hrs

Emirates

4 x daily: DXB – JNB

2 x daily: DXB - CPT

1 x daily: DXB - DUR

21 weekly flights to Dubai from NRT, HND and KIX

Total elapsed time from HND to JNB via DXB: 22:50 hrs

Qatar Airways

2 x Daily: DOH – JNB

Daily: DOH - CPT

14 weekly flights to DOH from NRT and HND

Total elapsed time from NRT to JNB via DOH: 23:15 hrs

Turkish Airlines

Daily: IST - JNB

Daily: IST - CPT

4 weekly: IST - DUR via JNB

11 weekly flights to IST from NRT and KIX

Total elapsed time from NRT to JNB via IST: 43:00 hrs

Ethiopian Airlines

Daily: ADD - JNB

4 weekly: ADD - CPT via GBE

3 weekly: ADD - CPT via JNB

3 weekly: ADD – JNB

3 weekly flights to ADD from NRT

Total elapsed time from NRT to JNB via ADD: 23:55 hrs

As of November 2016

Executive Summary: Japan 2016/17

Consumer insights

Japanese remain highly sensitive to safety and security, especially to terrorist attacks, murders and communicable diseases.

When selecting a holiday destination, Japanese seek authenticity, safety and beautiful scenery. South Africa performs well on authenticity and beautiful scenery, but poorly on safety and security.

Icons and events (e.g. Jacarandas, wildflowers in Namaqualand and other areas) these give the Japanese a strong reason to ‘travel now’.

“I am inspired by authentic lifestyle stories of South Africans and discovering new experiences.”

Executive Summary: Japan 2016/17

Key issues identified

South Africa is not perceived as a welcoming destination by Japanese, but is

perceived as an ultra long-haul destination with a long travel time, with indirect

flights and expensive airfares. Together with concerns around safety and security

among both trade and consumers, it is necessary to increase awareness and show

what experiences tourists can find only in South Africa.

The Japanese travel trade are not adventurous in developing new itineraries and

would rather follow what’s been sold well by others

The peak sales times through travel agencies in Japan is March to June for the tours

until October. The promotion of SA will be recommended before the peak times to

support their sales time in market.

Lack of Japanese speaking guides in SA, not only in Cape Town but in Gauteng,

Mpumalanga during the peak Jacaranda season in Johannesburg, Pilgrims Rest,

Stellenbosch and Pretoria, and the Kruger National Park for Japanese tour groups.

Japan is now seeing an inbound boom and less exposure of overseas destinations,

placing ads on TV is one of the most effective ways to create tangible exposure of SA

as the influence of TV is huge. TV ads is one of the most efficient advertisement

channels in Japan, but it is quite expensive.

Executive Summary: Japan 2016/17

Big things to be done

Create Demand to Make Bookings

Consumer’s interest drives trade’s interest for the destination which means that

creating the demand will drive better sales for the trade.

Consumers gather information from travel agents, travel books, TV and online.

TV and travel books are good for high impact and online keeps growing.

Partnerships with trade offering a variety of itineraries helps to reach a new and

a broader consumer base.

The Japanese want a wide variety of iconic, scenic beauty and exclusive

experiences and they can be driven to travel ‘now’ with the offer of a ‘time

specific’ event. They are driven more by functional experiences and less on

personality attributes.

The high impact scenery images, not lifestyle photos (i.e. surfing, eating at a

restaurant), are definitely needed when you market in Japan. The huge impact

of a place (photograph) that makes consumers think “I want to go there!” this is

a hook to make a decision to travel to SA Now.

Though the New Global Campaign “wow in every moment”, spreading the image of a

“WOW IN EVERY MOMENT” = “SOUTH AFRICA” and working towards making South

Africa the next destination to travel to.

The campaign focuses on the 6 user-centric leisure pillars of wildlife safari, active

adventure, scenic outdoors, city lifestyle, coastal beach, cultural roots, building

familiarity through showing the iconic offerings of South Africa.

Wildlife SafariScenic Outdoors

AdventureCoastal Beach

Cultural Roots City Lifewow in every

moment

Key Communications Strategy

Spreading the “wow campaign” through various media platforms

Approaching the campaign from all angles including cooperation with travel agencies,

and will aim towards a synergetic effect.

Key Communications Strategy

South African Tourism WebsiteTravel Portal Sites

[Travelko]

Campaign Specials Site

SNS

FacebookTwitter

InstagramLINE@

Media

Exposure

Curation Site[Find Travel]

South African TourismOfficial Channels

New Global Campaign

wow in every

moment

Travel Agencies

ConsumerSeminars

Trade – INDABA 2016

Date

Trade – Trade Workshop in OSAKA (6 July)

Date

Trade – Trade Workshop in Tokyo (8 July)

Date

New Global Campaign wow in every moment Media Event

New Global Campaign “wow in every moment”

Media AD Briefing

Trade – Consumer seminar with Club Tourism on the (12 June)

Trade – Consumer seminar with HIS on the (19 June)

Trade – Consumer seminar with Hankyu Travel on the (15 July)

Trade – Sales promotional support with a landing page

Trade – Press center support

Trade – Press center support

Trade – Press center support

Trade – Press center support

Trade – Press center support

Trade – Press center support

Event support –

New Ambassador– Appointment Ceremony (6 April)

Event support – SAKURA Award Gala Ceremony (17 April)“SAKURA” Japan Women’s Wine Awards: the largest wine competition in Japan

Event support – National Day function (27 Apr)

Event – “drumstruck” & African Fes (4 & 5 May)

Event support – Let’s Go Kaigai! (2 July)

Event support – “drumstruck” (17 August)

Event support – SACCJ Communication Event

Digital –Local website content enhancement

Date

Digital –Local website: Special Pages for the New Campaign

Date

Digital –Travelko: Special Pages for the New Campaign

Date

Digital –Travelko: Goodwill Ambassador, Hitomi Takahashi’s “wow!”

Date

Digital – The Official Channel on Find Travel

South African Tourism SNS: Facebook/Twitter

0

550

1,100

1,650

2,200

FY2014/15 FY2015/16

+42.3%

0

2,000

4,000

6,000

8,000

FY2014/15 FY2015/16

+224.5%

PR Clippings: Hosting – INDABA 2016

PR Clippings: Hosting – INDABA 2016

PR Clippings: Hosting – Post-INDABA Tour

PR Clippings: Hosting – Post-INDABA Tour

PR Clippings: Hosting – Post-INDABA Tour

PR Clippings: Hosting – Post-INDABA Tour

PR Clippings: Hosting –Post-INDABA tour

PR Clippings: Hosting – Post-INDABA tour

PR Clippings: Hosting – Post-INDABA tour

Date

PR Clippings: Trade Workshops 2016

PR Clippings: Trade Workshops 2016

Date

PR Clippings: New Global Campaign wow in every moment

Media Event

PR Clippings: New Global Campaign wow in every moment

Media Event

PR Clippings: Wing Travel Daily

PR Clippings: National Day: Wing Travel, Wing Travel Daily

PR Clippings: Travel Vision

PR Clippings: Hosting – MICE Japan

PR Clippings: Hosting – Bicycle Club

PR Clippings: Hosting – Courrier Japon

PR Clippings: Hosting – CREA WEB

PR Clippings: Hosting – Precious

PR Clippings: Hosting –Wonder World

PR Clippings: Hosting – Agora

PR Clippings: In-direct TV exposure from press center

function

PR Clippings: In-direct TV exposure – NHK

PR Clippings: In-direct exposure – The Breathtaking Sights

Activities planned for the rest of the fiscal 2016/17

December 2016

• Hosting Fuji TV’s ‘Helping Your Dream Japan!’ for broadcasting on the 20 January

2017

• The original SA tour for students planning with trippiece (original tour making web

service) including placement of a landing page for the tour in February 2017

January 2017

• Hosting RETRIP (popular travel curation media)

• Hosting Photrip (photograph based travel information site)

• Hosting Gadget News (large influential news site)

February 2017

• Hosting MICE Japan magazine for Meetings Africa 2017

• Hosting Fuji TV’s ‘Nijiiro Jean’ for a series of airing of SA in March 2016

• Consumer seminars by Club Tourism on the 26 February 2017

March 2017

• Hosting Cyclowired (Cycling information site) for the Cape Town Cycle Tour 2017

• Consumer seminars from travel trade partners

Japan – Key Event Dates in 2017

South Africa Trade Workshops 2017

Osaka: 5 July 2017

Tokyo: 7 July 2016

Tourism EXPO Japan 2017 at Tokyo Big Sight

Trade & Media: 21 & 22 September (Thur & Fri), 2017

Open to public: 23 & 24 September (Sat & Sun), 2017

Super Rugby match involving Japan’s Sunwolves

Cheetaus vs Sunwolves: 11 Mar 2017 in the Free State Stadium

Bulls vs Sunwolves: 17 Mar 2017 at Loftus Versfeld Stadium

Bulls vs Sunwolves: 8 Apr 2017 at Chichibunomiya Rugby Stadium

Cheetahs vs Sunwolves: 27 May 2017 at Chichibunomiya Rugby Stadium

Lions vs Sunwolves: 1 Jul 2017 at Ellis Park Stadium

Tips to Make Japanese Feel Welcome in South Africa

Whatever your field of operation, it’s a simple courtesy to learn a few phrases such

as ‘welcome’ (Irasshaimase), ‘good morning’ (Ohayo Gozaimasu), ‘goodbye’

(Sayounara) and ‘thank you’ (Arigato Gozaimasu) in Japanese. It will make a big

difference when engaging with Japanese (Adding to the welcoming effect).

In hotels, for instance, ‘welcome’ signs and/or letters and a list of hotel services in

Japanese are recommended. To avoid embarrassing mistakes, make sure that

translations are absolutely accurate.

Make a point of remembering names – add “san” after surname (i.e. Suzuki-san).

Take time to get to know each other because Japanese people are usually very shy

till they get to know you well.

Japanese people are used to getting high standards service, so spoil them with the

excellent service.

Remember that Japanese people usually wait to be seated, wait to drink and wait to

talk about business.

Avoid being overly aggressive.

Tips to Make Japanese Feel Welcome in South Africa

Simple arrangement and/or small gift help create a relationship (i.e. green tea bag,

wet towel upon their arrivals, a small box of sweets, etc.).

Need reassurance about personal safety and cleanliness.

Group tours strictly follow a pre-fixed schedule and don’t have much capacity for

changes. People really take it for granted to always be on time.

Japanese people usually need conversion adapters, so they should be in every room.

Since there is language barrier for Japanese people, any kind of Japanese brochures

will be appreciated. Even just a page of explanation for room service menu,

emergency ways, etc. in Japanese will be mindful.

A ‘welcome’ sign in Japanese at the reception desk would be highly appreciated.

Business Etiquette for Japanese

Tradition is very important to the Japanese:

Make a point of remembering their names, pronouncing them correctly, and

addressing them by their titles.

The exchange of business cards is essential when doing business with the Japanese.

Your card should ideally be printed on one side in Japanese, showing your name,

title, company name, address, phone & fax number. It should be handed to the

recipient, Japanese side up, and preferably with both hands; never with one hand

only.

The bow, in varying degrees of duration and depth, is a key element in Japanese

behavior, and for non-Japanese, a more lenient approach is acceptable with a token

bow. (Adding to the welcoming stance of SA)

Gifts to them should always be quality items, (Not necessarily expensive) In business

dealings, the most senior member of a Japanese company should receive the best

gift, even if a more junior employee has been the closer or more helpful contact.

Once again, your gift should be presented with both hands.

Observing a few rules of Japanese etiquette will go a long way towards establishing

good long lasting customer relations.

Discount coupon/cash voucher as a sales gimmick

Provide them for trade as a value-added gift for their

clients travelling to SA

Not a new idea but helps to motivate trade

Logistics must be simple to avoid

complains/confusions

(i.e. V&A Waterfront, Airport curio shops, etc.)

LOOKING FORWARD TO YOUR COOPERATIONS.

PLEASE CONTACT YUKA KONDO ON

kondo@southafricantourism.or.jp

Examples by competitors

Hawaii – Coupon booklet

Saipan – $50 coupon

Hong Kong - E-Coupon

Switzerland - ‘2 for 1’ coupon booklet

Ads in travel guidebooks

The travel guidebook is big influential media for

Japanese people especially for seniors.

Placing Ads (i.e. cruising services, hotels,

restaurants, shops, etc.) in the travel guidebook is

effective promotions.

Ads with detailed information in the Japanese

language, it gains readers’ familiarity and

reassurance.

LOOKING FORWARD TO YOUR COOPERATION.

PLEASE CONTACT YUKA KONDO ON

kondo@southafricantourism.or.jp

Examples of Ads on other country’s travel guidebook:

Dusi Thani Maldives for Maldives guidebook

Constance Hotel for Maldives travel guidebook

Havainas (beach sandals) for Korea guidebook

Imoto’s WiFi for South Africa guidebook

Greetings in Japanese

Hello / Konnichiwa / こんにちは

Good morning / Ohayo Gozaimasu / おはようございます

Good evening / konbanwa / こんばんは

Thank you / Arigato Gozaimasu/ ありがとうございます

You are welcome / Do Itashimashite / どういたしまして

Please (go ahead) / Dozo / どうぞ

Best Regards / Yoroshiku Onegaiitashimasu/ よろしくお願いいたします

How are you? / Ogenki desuka? / お元気ですか？

I’m sorry / Moushiwake gozaimasen / 申し訳ございません

Excuse me / Sumimasen / すみません

Useful Japanese Phrases

Welcome! / Yokosa or Irasshaimase / ようこそ・いらっしゃいませ

Hello! May I help you? / Nanika Otetsudai Itashimashouka? / 何かお手伝いいたしましょうか？

How much is this? / Koreha Ikura Desuka? / これはいくらですか？

It’s R100. / Koreha Hyaku Rand Desu / これは100ランドです

May I take your order? / Gochumon ha Okimari Desuka? / ご注文はお決まりですか?

Enjoy your meal! / Dozo Omeshiagari Kudasai / どうぞお召し上がりください

Have a nice day! / Yoi Ichinichi wo Osugoshi Kudasai / 良い1日をお過ごし下さい!

Thank you – Arigato Gozaimashita