●くろまるJNTO international convention statisticsThe only source of statistics on international conventions available in JapanIn our annual publication ‘JNTO International Convention Statistics’, we publish data on international conventions held in Japan. It shows the number of conventions held and the number of participants(including those from overseas)in each city. The data is available on the website below.https://mice.jnto.go.jp/document/statistics.html●くろまるJapan Travel Data HandbookHandbook packed with market-specific data about inbound travelThis handbook summarizes the quantitative/qualitative data of each priority market, including population, income, number of international travelers and number of visitors to Japan, as well as the attributes, expenditure and destinations of travelers to Japan.It is useful for understanding current inbound travel trends and promoting attraction efforts. The data is available on the website below.https://www.jnto.go.jp/statistics/data/publications.html●くろまるStatistics on visitor arrivals to JapanMonthly publication of international visitors statisticsWe publish data on the number of visitor arrivals to Japan and Japanese overseas travelers on a monthly basis.1Statistical Data and Analysis of the Inbound Tourism Market COLUMNHere at JNTO, we envisage that the typical international traveler would go through the stages of ‘consideration’ and ‘action’ before visiting Japan, as shown on the chart. We call this the ‘Inbound Travel Funnel’, and before carrying out any promotional activity, we clearly define from what stage to what stage of the funnel we are aiming to move the target audience along. We also analyze the market conditions in each target country and region through surveys. Transforming Japan’s Appeal to Japan’s StrengthJNTO’s 6 Core ActivitiesJNTOʼs Inbound Travel FunnelNon-recognitiontravel destinationrecognition rateof Japan as aE.g. ʻEnjoy my Japanʼ: Global promotional campaign for improving recognition and perception of Japan as a travel destination (in the European, North American and Australian markets)IncreaseIncreaseIncreaserecall rateMarketing and market analysis of inbound tourism forms the basis of JNTO’s various projects aimed at increasing the number of international travelers to Japan. Through the networks built by our overseas offices with local travel agencies and governments, we are able to collect information regarding the trends and demand for travel in major countries and regions. We also conduct our own quantitative surveys on travel preferences, and analyze trends in demand for travel in each market. The data acquired from these surveys and the knowledge of our overseas offices is then used to shape our policies for inbound tourism promotion.InterestE.g. Joint advertisement with airlines and other companies Increase4Further data on inbound tourism in Japan, including the total number of overnight stays and travel expenditure by international travelers, is available on our website, ‘Japan Tourism Statistics’:https://statistics.jnto.go.jp/Recognitionlevel of interestE.g. Providing information on Facebook, Instagram, Twitter and JNTOʼs global websiteComparison & Reviewbooking rateBooking & PurchaseJNTO’s Inbound Tourism PromotionLaying the Foundations for Making Japan a Top Tourist Destination
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