2015 nwtt agm€¦ · ytd visitor arrivals to canada 2014 and 2015 45,000 q3 2014 40,000 35,000...

2015 NWTT AGM GSA REPORT – JAPAN

NOVEMBER 2015

GSA OF NWTT : JAPAN •  Managing Director of TA Associate, GSA office in Japan

•  Involved tourism industry for more than 25years. Working Experience:

RepresentaHve for US Travel AssociaHon in Japan RepresentaHve for NYC Company in Japan RepresentaHve for Tour America

•  A strong relaHonship with DesHnaHon Canada and other government partners in Japan.

•  DC Japan Team Canada working Group.

•  ANending Trade Show in Japan.

•  Coordinate all cooperaHve markeHng iniHaHves with Key travel trade accounts in Japan.

•  Development of MarkeHng & Sales plan in Japan

1. GSA ROLE FOR NWTT

•  Development and Maintain database of qualified travel trade partners •  Coordinate FAM Tour for Travel Trade and Media from Japan

•  Coordinate Japanese language web-‐site •  Development e-‐newsleNer and distribute to all NWTT key travel trade contact in Japan

1. GSA ROLE FOR NWTT

2. MARKETING INSIGHT: JAPAN

Fast Facts

PopulaHon 127,650 million

GDP 5.96 trillion USD

3rd largest global economy


Travel Planning Trend Trend: Canada Likely to Visit DesHnaHon Ranking 5th

Average Flight Cost(R/T for Japan to YZF)-‐ CA$1,800

Key Barrier Too Expensive Use of Travel Agencies 80%

YTD Visitor Arrivals To Canada

2014 and 2015

45,000

40,000

35,000

30,000

25,000

Q2 2014 (+15.2%) Q3 2014 (+19.8%) Q4 2014 (+19.3%) FY 2014 (+14.9%)

Q1 2015 (+2.2%) Q2 2015 (+8.9%)

20,000

15,000

10,000

5,000

2008 2012 2013 2014 2015

Ove

rnig

ht A

rriv

als

0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

YTD VISITOR ARRIVALS TO CANADA


Sources: DesHnaHon Canada – Japan office

2014/15 ARRIVALS VS COMPETITORS

Canada USA Australia UK Outbound Market Growth Forecast 2014 + 4.5% +1% (3%) + 0% 0.0%

Forecast 2015 + 5.7% 0% 0.0%

Arrivals 2014 + 15% (4%) + 2% (5%) (3%)

Q1 (0%) (6%) (1%) (8%)

Q2 + 15% (1%) + 3% (15%)

Q3 + 20% (4%) + 5% + 4%

Q4 + 19% (5%) + 4% +5%

Arrivals 2015 (YTD) +3.9% N/A (2.5%) (12%)

Q1 + 2.2% (6.5%) (1.5%) N/A

Q2 + 8.9% N/A (3.3%) N/A Sources: DesHnaHon Canada – Japan office


ARRIVALS – AGE BREAKDOWN IN 2014


3. MARKETING ACTIVITIES Travel Trade

•  Sales Calls •  Campaign for NWT •  Seminar •  Show (Trade & Consumer) •  Agent FAM Trip •  Team Canada AcHviHes

Media

•  Media FAM Trip

•  Media PromoHon

Social Media

•  Facebook

•  TwiNer

•  CuraHon Media Campaign

4. ACTIVITIES - SHOW •  JATA Tourism Expo

2014(Sep26 – 28) in Tokyo 2015(Sep25 – 27) in Tokyo

•  Focus Canada Japan 2014(Oct16) in Tokyo 2015(Oct15&16) in Osaka

Total: 75appointment for each year

2015(Oct2015

4. ACTIVITIES - SHOW •  ITB Asia in 2014(Oct30-‐31) in Singapore

•  RVC 2015(May26-‐29) in Niagara Falls

Total: 80appointment

4. ACTIVITIES – SALES CALL •  Key Travel Account HIS JTB World VacaHons CTI(Club Tourism InternaHonal) Hankyu(Trapics and e-‐very) JTB Media

Event Date

JTB Consumer Seminar December 2014

HIS Osaka Office Staff Seminar February 2015

JTB Media Osaka Staff Seminar March 2015

RTO Seminar at Vancouver May 2015

HIS Consumer & Media (Radio Show) event September 2015

HIS Consumer event October 2015

4. ACTIVITIES – SALES CALL AGENT SEMINAR & CONSUMER SEMINAR

4. ACTIVITIES – FAM TRIP TRADE FAM : JANUARY 30 -‐ FEBRUARY 04, 2015

•  ANendees – 3 travel agent & 1 travel Media •  AcHviHes – Hotel InspecHon (4 hotels)

-‐ Winter Resort Experience Blachford Lodge & Enodah Wilderness Travel -‐ Aurora Viewing at Aurora Village -‐ Dogsledding at Beck’s Kennels

AFTER FAM TRIP… •  New Travel Products issued by Travel Agent

JTB World VacaHons: Aurora Book Kinki Nippon Tourist: Aurora Guide

ANA World Tours: “Wonder Earth”

AFTER FAM TRIP… (CONTINUED) •  New Travel Guide issued by Globe TroNer

“CHIKYU NO ARUKIKATA” (2015-‐16 version)

SPECIAL ARTICLES FOR TOP 5 PAGES Yellowknife Winter AcHviHes(Ice Fishing, Dogsledding) TradiHonal meals Issued 50,000 copies

4. ACTIVITIES – FAM TRIP MEDIA FAM : AUGUST 25 – 28, 2015

•  Crea Travellers (related to Canada Theater project) Editor & Cameraman 2people Publish in September of 2016 Total 6pages will be shared with Yukon Territories Media Value – CA$30,000.-‐

AIR CANADA “WINTER AURORA CAMPAIGN” •  Period: September 28 – December in 2015 •  Contents: 1) Metro Vision Video Show: 30 sec video 2) Consumer Event on October 02, 2015 -‐ Total 80people 3) CuraHon Media Campaign: Trippies & Retrip

4. ACTIVITIES – AIR CANADA

TEAM CANADA “CANADA THEATER CAMPAIGN”

•  Period: May 2015 – July 2017

All content supports the 10 themes showcased in the Canada Theatre.

4. ACTIVITIES Objec]ves

1 Showcase a new & exciHng side of Canada

2 Create new iHneraries

3 Convert High-‐yield customers

4 MoneHze media based ROI

5 Feature Canadian Culture, Urban and Historical experiences as well as Nature and wildlife

10 THEMES Walking

Nature

History-‐Eastern Canada

Travelling

Living with Wildlife

Food/ Gourmet

Adventure

Arts & Culture

History-‐Western Canada

People/MulHculturalism

5. KEY TRAVEL TRENDS Trade

Consumer

Media Social Media

5. JOINT PROMOTION PLAN 2015-‐16 Travel Alberta

“Enjoy Winter – Canadian Rocky & Yellowknife”

2016

Ontario Tourism

DesHnaHon BC

Yukon Territories

NEW WEBSITE

7. OUR GOAL •  New Aurora Campaign with Major Key

•  Travel Trade Account •  News LeNer •  Sales Calls

•  Aurora Campaign with Major Key Travel Trade Account

•  Aurora Special Campaign wz Air Canada

•  Sales Calls •  Joint PromoHon wz Travel Alberta

•  Aurora Campaign for Consumer Market

•  Joint promoHon wz other desHnaHon in Canada

•  Website MarkeHng

2014 2015 2016

THANK YOU

2015 nwtt agm€¦ · ytd visitor arrivals to canada 2014 and 2015 45,000 q3 2014 40,000 35,000...

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