Japan to focus on ‘fusion’ brand
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Japan National Tourist Office (JNTO) is to focus its tourism promotion efforts on a ‘fusion’ brand between traditional and modern cultures, its president has revealed.
Speaking to members of the travel industry earlier this week in London, Ryoichi Matsuyama, president of JNTO said its ‘Cool Japan, Fusion of Tradition’ campaign would further push its current image, which is currently outdated.
“I think Japan has a nice brand image but this is dependent on the 1980s and since then we have adopted a softer side,” he explained. “Our government has presented a new image of ‘cool Japan’ to show one single message. At this moment the government is working out the image and a new theme that is more culture or ‘human being’ led and a fusion of traditional and modern”.
Matsuyama also outlined the country’s plans to improve tourist-friendly facilities, including more WiFi points (Japanese phones already include connection) and the ability for card systems to accept more UK credit cards. In addition, the country has also vowed to update its tourist information centres and set a nationwide standard.
When questioned on flight connections, Matsuyama said he is in talks to improve connectivity, although airlines in the room said a route would need to be profitable to operate.
“Availability is an important aspect and while low-cost carriers are increasing services [around Asia], for long-haul you rely on full service carriers. At this moment we are not in concrete discussions but will focus on this market again and provide more connections; I think there is a lot of opportunity,” he added.
Aside from its targeted market of middle class high-end consumers, JNTO is also keen to shift the perception that it is an expensive destination by promoting the youth sector in its campaigns, particularly and the educational market. It will put prices online for travellers to see how much items cost while in the destination and it is looking to replicate a schools programme that is already successful in the US.