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    

2. MARKETING INSIGHT: JAPAN

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  

2. MARKETING INSIGHT: JAPAN

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

2. MARKETING INSIGHT: JAPAN

ARRIVALS  –  AGE  BREAKDOWN  IN  2014      

2. MARKETING INSIGHT: JAPAN

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