(Originally published in TOURISM)
Younger Japanese consumers are embracing the freedom and experiences that come with independent travel, according to a new Canadian Tourism Commission (CTC) study looking at how to restore Canada's performance in the Japanese Travel Market.
Japanese travel interests are broadening, which provides Canada with new selling opportunities. Unfortunately, Canada's share of these travellers is falling, despite the fact the Japanese are travelling outside their country in record numbers. "There's a whole new generation of Japanese travellers out there who want to get in on the action," says Neil McInnis, executive director of research for the CTC. "Instead of just seeing the sights from behind the window glass of a tour bus, they want to experience the Canadian outdoors and lifestyles for themselves."
The new consumer and trade research also maps out the critical factors that have to be addressed in order to spark growth in this market. Based heavily on research and feedback from the overseas travel trade, the CTC is currently drawing plans to put Canada back on Japan's radar. The CTC will maintain its strong group tour focus but will be adding a new younger market segment called "local flavour seekers" who want to experience first‑hand the way local people live.
"The CTC is cutting a new path in Japan that's going to expose these consumers to a whole new range of products, and provide tour wholesalers with increased service and more powerful selling tools," says Andrew Clark, vice‑president of sales for the CTC, who is overseeing the rejuvenation of the Japan market.
Small‑ to medium‑sized tourism businesses will find the study extremely useful in understanding the new generation of Japanese travellers and the experiences that are in demand regardless of how old they are.
The new study is available at www.canada.travel/research.
Younger Japanese consumers are embracing the freedom and experiences that come with independent travel, according to a new Canadian Tourism Commission (CTC) study looking at how to restore Canada's performance in the Japanese Travel Market.
Japanese travel interests are broadening, which provides Canada with new selling opportunities. Unfortunately, Canada's share of these travellers is falling, despite the fact the Japanese are travelling outside their country in record numbers. "There's a whole new generation of Japanese travellers out there who want to get in on the action," says Neil McInnis, executive director of research for the CTC. "Instead of just seeing the sights from behind the window glass of a tour bus, they want to experience the Canadian outdoors and lifestyles for themselves."
The new consumer and trade research also maps out the critical factors that have to be addressed in order to spark growth in this market. Based heavily on research and feedback from the overseas travel trade, the CTC is currently drawing plans to put Canada back on Japan's radar. The CTC will maintain its strong group tour focus but will be adding a new younger market segment called "local flavour seekers" who want to experience first‑hand the way local people live.
"The CTC is cutting a new path in Japan that's going to expose these consumers to a whole new range of products, and provide tour wholesalers with increased service and more powerful selling tools," says Andrew Clark, vice‑president of sales for the CTC, who is overseeing the rejuvenation of the Japan market.
Small‑ to medium‑sized tourism businesses will find the study extremely useful in understanding the new generation of Japanese travellers and the experiences that are in demand regardless of how old they are.
The new study is available at www.canada.travel/research.
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