1

Cruise PromotionCruise Promotion Around Around

Japan and North West APEC Japan and North West APEC RegionRegion

May 2006May 2006

TAKEMURA, JunichiTAKEMURA, JunichiThe Overseas Coastal Area Development Institute The Overseas Coastal Area Development Institute

of Japanof Japan

（（ OCDI)OCDI)

2

Why is the cruise industry Why is the cruise industry in Japan still embryonic?in Japan still embryonic?

1. Social restrictions such as short period of 1. Social restrictions such as short period of holidays, casino issuesholidays, casino issues 2. Insufficient efforts to expand cruise 2. Insufficient efforts to expand cruise

marketmarket 3. Lack of cooperation among related parties3. Lack of cooperation among related parties 4. Negative image of cruising i.e. 4. Negative image of cruising i.e.

seasickness,seasickness, expensive and dullexpensive and dull 5. Travel agencies lack specialists for selling5. Travel agencies lack specialists for selling cruisescruises

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1. Social 1. Social Restrictions such as Restrictions such as

Short Period of Short Period of HolidaysHolidays

Retirement of Baby Retirement of Baby Boomers will change the Boomers will change the cruise market in Japan.cruise market in Japan.

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Impact from the Retirement Impact from the Retirement of Baby Boomers in Japanof Baby Boomers in Japan

Employed persons born from 1947 to Employed persons born from 1947 to 19511951

3.32million persons3.32million persons Economic impact of their retirementEconomic impact of their retirement Total impact on consumer spendingTotal impact on consumer spending 7,776 billion 7,776 billion

yenyen Overseas Travel 980 billion yenOverseas Travel 980 billion yen Domestic Travel 136 billion yenDomestic Travel 136 billion yen

(News Release: March 2006, Dentsu)(News Release: March 2006, Dentsu)

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Destination SamplingDestination Sampling Cruising is a important vehicle Cruising is a important vehicle

for sampling destination areas for sampling destination areas to which passengers may return.to which passengers may return.

Agree: 85%Agree: 85%

Fully expect to return to the Fully expect to return to the same geographical area / same geographical area / destination for another type of destination for another type of vacation.vacation.

Agree: 49%Agree: 49% (The Overview Spring 2005, CLEA)(The Overview Spring 2005, CLEA)

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2. Insufficient 2. Insufficient Efforts Efforts 3. Lack of 3. Lack of CooperationCooperation

(1) Between Central and Local Government

~ VJC (Visit Japan Campaign) (2) Between Economies ~ ASEAN-Japan Cruise Promotion

~ Joint Cruise Research with Korea & China

Cruise Promotion by Collaboration

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Seatrade Cruise Shipping Convention (Miami, U.S.A) from 2004

Visit Japan Campaign

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Visit Japan Campaign 2 JAPAN Manual

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Collaboration Between Economies

With ASEAN Cruise Promotion Program

(2003 - )

With Korea & China Joint Cruise Research (2003 - )

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The Caribbean Sea

The North West APEC Region

7 days cruise

12 days cruise

8 days cruise

8 days cruise

Spread of Cruising AreaThe Mediterranean Sea

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Other SolutionsOther Solutions

Implementation of Pilot CruiseImplementation of Pilot Cruise Introduction of a Cruise Adviser Introduction of a Cruise Adviser

Recognition SystemRecognition System Establishment of local Establishment of local

association to Promote Cruisingassociation to Promote Cruising

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Foreign Cruise Ship Calls Foreign Cruise Ship Calls to Japanto Japan

0

50

100

150

200

250

300

2003 2004 2005 2006

Year

Num

ber

of F

orei

gn C

ruis

e Sh

ipC

alls

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Thank you very much