Name: Title: Course: Tutor: Date: Promotional Strategies for Japanese Tourism Introduction – those involved The formidable socioeconomic environment in Japan rides on effective usage of resources including tourism. The 2011 nuclear accident in Japan that claimed over 20,000 lives and the tsunami that destroyed its north-east coast caused a dramatic drop in tourism activities in the country as reported by McCurry…
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Other than the government, Japan Tourism Agency, JTA has been instrumental in promoting tourism in the country. The Japan National Tourism Organization, JNTO, a government’s independent institution runs tourist information centers and a website that give information on transportation, accommodation and tourist destinations. Private sector players also collaborate with the government in various ways to boost tourism in the country. Promotional strategies According to JTA’s commissioner, Hompo (3), Japanese strategies to attract tourists from across the globe have been based on three pillars. The overseas promotion encompasses establishing the Japan brand by promoting it as a premium destination based on its diversity. The second pillar involves enhancing the hospitality and accommodation facilities in the country with the aim of satisfying its foreign tourists. The government in this regard ensures effectiveness in the transport system and addresses visa related regulations, guide signs and immigration control. The third strategy involves attraction of more international conferences, having been ranked fifth and eighteenth in 2007 and 2006 respectively in this regard. According to the Japan Tourism Agency, JTA 1,000 journalists have been invited to reassure the world of the viability of the country as a viable tourism destination. There have been massive media campaigns and advertisements promoting the country as a tourist destination. Movies have also been produced to promote the culture of the Japanese. The government urged hotel owners to upgrade their facilities, the quality of the tour guides it employed and make proper arrangements for its visitors when visiting critical attraction sites. Indeed, these strategies have been successful with McCurry noting that by August 2011, the number of international visitors visiting the country had rose to 547,000 from 296,000 by the end of the year 2010. Target market The promotional strategies employed by the government of Japan and relevant tourism agencies and partners aim at attracting foreign tourists across the globe. The Japan Tourism Agency aims at attracting over 20 million tourists from across the globe by the year 2020 (Hompo 3). But Ochterbeck (5) notes that these promotions mostly target visitors from great western powers to prove to them the civilization of the country. The priority markets for Japan according to the Commissioner of the JTA include the United States of America, United Kingdom, Australia, Canada, China, France, Hong Kong, Singapore, Germany, Thailand, Taiwan, Thailand and South Korea. Tourist attractions According to the JNTO, the tourist destinations that the government and relevant agencies promote in Japan cluster around Tokyo, the capital city as reported by Schoenberger. This makes the tourism circuit of visitors convenient. These destinations encompass both the traditional and modern sites. Shinjuku, a skyscraper district offers shopping and nightlife opportunities. The film ‘Lost in Translation’ made Park Hyatt popular providing a penthouse for drinking and having a superb view of the city. Shibuya and Harajuku districts provide tourists with the opportunity to learn Japan’s teen culture. The former capital city Kyoto provides architectural beauty and
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