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Tourism marketing resumes In Japan

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The Hon Martin Ferguson AM MP

Tourism Marketing Resumes In Japan

19 May 2011

Federal Minister for Tourism, Martin Ferguson AM MP has welcomed the resumption of Tourism Australia’s $4.4 million marketing campaign in Japan following the recent earthquake.

“The Japanese tourism market is worth $1.5 billion dollars to Australia. The decline in outbound travel from Japan as a result of the Japanese recession and the Global Financial Crisis was reversed in 2010 where numbers were 12 per cent up on 2009,” Minister Ferguson said.

“The Japanese market has been very resilient- incredibly during March, when the Tohoku Pacific earthquake struck, we still had 36,000 visitors from Japan.

“Tourism Australia’s market intelligence suggests Western Japan is less impacted by the disaster and there are already signs of people wanting to resume outbound travel which is why the Australian Government and Tourism Australia will recommence marketing activity this month.

“The Japan Association of Travel Agents will lead agent visits this month to Sydney, Cairns, the Gold Coast and Uluru.

“The joint $12 million Federal and Queensland Government tourism recovery campaign also resumes its efforts in Japan in May to sell holiday packages to Queensland. A new advertising campaign will include targeting commuters in Tokyo’s high traffic trains and subway stations.

“Separately, four educational seminars targeting 100 school teachers in Tokyo, Osaka, Nagoya and Fukuoka are due to take place in June. Teachers will learn more about opportunities for Japanese students to learn English in Australia and be encouraged to involve their students in teaching programs and school excursions.

“Representatives from Tourism Australia, Tourism New South Wales, Tourism Queensland, Tourism Tropical North Queensland and Gold Coast Tourism will host industry briefings in Cairns (Friday 20 May), the Gold Coast (Monday 23 May) and Sydney (Tuesday 24 May) to update operators on earthquake, recovery and marketing opportunities.

“Over the next six to twelve months, Tourism Australia will convey a message of good will to our friends in Japan being: ‘Kokoro Wa Hitotsu’ (Australia is with you). This message will be communicated via Tourism Australia’s consumer website in Japan ( Industry, airline and Government partners are able to show their support by downloading and displaying the ‘Kokoro Wa Hitotsu’ logo on their own websites.”

Japan was Australia’s fifth largest inbound market for visitor arrivals during 2010, with 398,100 visitor arrivals, a 12 per cent increase compared to 2009. Japan was also Australia’s fifth largest inbound market for total expenditure, with $1.533 billion spent on trips to Australia, a two per cent increase compared to 2009.

Australia’s Tourism Industry Potential estimates that the Japanese market has the potential to grow to between $2.724 billion and $3.318 billion in total expenditure by 2020.

Media Contact: Bindi Gove - 0406 644 913