3Inbound Tourism Marketing(Theme-based Promotion)COLUMN7In addition to market-based promotion, in which bespoke strategies are developed for each priority market, we also conduct promotional activity that targets a range of different markets. We are currently focusing on the three themes: Luxury Travel, Sustainable Tourism and Adventure Travel. We place importance not only on the number of international visitors to Japan, but also on travel expenditure by them and attracting visitors to regional areas. It is vital, therefore, that we focus our efforts on luxury travel that contributes to increasing expenditure, as well as sustainable tourism and adventure travel that will provide a solid means of attracting regional tourism.We are also making efforts to lower the barriers to visiting Japan by attracting airlines and cruises, thereby increasing the number of ways to get here, while also broadening the choice of destinations and itineraries. Our ‘Promotion of Educational Travel to Japan’ project should also yield benefits in terms of both regional development and education.Attracting airlines and cruises to JapanSince Japan is an island nation, the key to recovery and further growth within the inbound tourism industry is to increase the number of flights and cruise ships(and the number of seats on these) to Japan. For this reason, the airline industry, tourism industry, and local governments are working closely with one another on a variety of projects, including business meetings, activities to attract visitors as well as joint promotional campaigns.Cross-Market Promotion Based on Various Tourism Themes
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