Situation
Since 2019, we have been promoting Japan as a year round destination whilst increasing the awareness quotient with the travel trade.
Challenge
Given that the product portfolio of Japan is versatile, diverse and dynamic it often poses as a complex destination to understand and therefore endorse or promote.
Strategy
The key strategy was to meticulously invest our time in personally training and educating the travel trade. Furthermore, our focus was on highlighting premium experiences and engagement. with activities such as Skiing, Autumn foliage, newer tourism routes besides Cherry Blossom season among trade, B2C and media touchpoints. Identified and introduced new and lesser-known routes and experiences in the destination to 100+ tour operators PAN India. Additionally, encouraged tour operators to enroll for Japan Specialist Program and ensured 650+ operators converted into Japan Specialists while also facilitating many trade and media familiarization trips to promote newer experiences. Ideated, planned, organized, and successfully executed a two-city roadshow in a pre-fixed meeting format for the first time in the Indian market. Reached out to 20000+ tour operators through monthly dissemination of information via trade mailers.
Outcome
With our efforts over a short span we have been able to introduce FIT opportunities in Japan with itineraries moving beyond the obvious and increased consideration for an extended length of stay from 7 to 14 nights. Known for GIT travels specially for the Cherry Blossom season, Japan has always had a certain perception. With regular and intense product trainings of this complex destination we have been successful in breaking certain thought barriers among tour operators and continue to address the complexities of the destination among the Indian travel trade. Additionally, with media amplification via press releases, interviews, industry stories and events, generated 200+ articles on Japan amounting to a total PR value USD 1818825 in 9 months from April 2019 to Jan 2020.
