$ bn. $1.3bn total spend. 324,200 arrivals. 9m total nights. 30% dispersed nights 1. Japan Market Profile. Performance overview

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1 Market Profile Performance overview In 2013, Japan was Australia s sixth largest inbound market for visitor arrivals, the fifth largest market for total expenditure and seventh for visitor nights. It was the eighth largest market for total dispersed nights 1 during The October 2013 issue of Tourism Research Australia s bi-annual Tourism Forecasts estimates that arrivals from Japan will remain flat in 2013/14 and increase 2 per cent in 2014/15, with an annual compound growth rate of 2 per cent expected until 2017/18. $ bn Potential for the Japan market to be worth by 2020 (Tourism 2020) $1.3bn total spend Total spend from Japan in 2013 (down 15 per cent on 2012) 3 Aviation routes from Japan to Australia 2 324,200 arrivals Japanese visitor arrivals in 2013 (down 6.8 per cent on 2012) 4 Various ports in Japan Osaka Tokyo 9m total nights Japanese visitor nights spent in Australia in 2013 (down 9 per cent on 2012) 3 Cairns Singapore Melbourne Sydney Gold Coast 30% dispersed nights 1 Percentage of total Japanese visitor nights spent outside gateway cities in 2013 (down 3 per cent on 2012) 3 Australia ranks 10 th Visitor profile in 2013 among all out of region outbound 5 destinations for Japanese travellers 6 44% repeat visitors 3 76% of total arrivals are for leisure years largest demographic 3 $4,425 average spend 3 30 nights average stay 3 One month prior to travel peak booking period Jan-Mar, Jul-Sep and Dec peak travel period Consumer research For detailed research into how Japanese consumers view Australia and what motivates them to visit the country, see com/statistics/fact-sheets 1. Dispersed nights refer to nights spent outside gateway cities of Sydney, Melbourne, Brisbane and Perth. 2. Source: CAPA - Centre for Aviation, Official Airline Guide (OAG), and Tourism Australia analysis. 3. Source: International Visitor Survey, Tourism Research Australia. 4. Source: Overseas Arrivals & Departures, Australian Bureau of Statistics. 5. Out of region travel from Japan excludes travel to North Asia. 6. Source: Tourism Decision Metrics, Tourism Economics. 1 Japan Market Profile 2014

2 Aviation Landscape > > The outlook for the Japanese aviation market continues to improve with overall capacity out of Japan expected to grow due to: stronger GDP forecasts, Japanese carriers shifting their focus from domestic to international capacity growth (also reflected in recent aircraft orders), and additional Haneda Airport (Tokyo) slots becoming available. > > Capacity to Australia from Japan grew in 2012, after years of decline due to withdrawn services. While growth was limited in 2013 as airlines consolidated services, it is expected to resume in late 2014 and 2015 following the introduction of newer products (such as B787s) and potential new routes. > > While average loads continue to increase, loads remain soft (less than 70 per cent) during April, May and June. > > Jetstar is expected to have carried around half of all Japanese tourists to Australia during In 2014 to date, the airline has continued to adjust its Japanese schedules, resulting in more services from Japan to both Melbourne and Cairns (and declines to Gold Coast and Sydney). > > Low Cost Carriers (LCCs) continue to shape the Japanese travel market and aviation landscape. LCC s share of the Japanese domestic market increased from five per cent in 2009 to 24 per cent in the first few months of 2014 with Jetstar Japan, Peach and Vanilla Air commencing operations in Japan in AirAsia Japan, the joint venture between AirAsia and All Nippon Airways, lasted a few months in 2013 with both airlines deciding to pursue their own domestic LCCs separately. Japan Airlines has also invested in an LCC (Jetstar Japan). To support these new services, Osaka and Tokyo Narita are also developing new LCC Terminals. > > Southeast Asia is expected to become a more important hub for Japanese tourists travelling to Australia with a number of airlines recently increasing capacity. In November 2013, AirAsia X increased its Osaka-Kuala Lumpur services and launched flights to Nagoya in March The airline is also looking to fly to Sapporo and Fukuoka from Kuala Lumpur in the next five years. Similarly Scoot plans to launch daily Singapore services to Osaka in November 2014 and is considering launching Tokyo Haneda services, while Jetstar Asia plans to launch daily Fukuoka-Singapore services in June Singapore Airlines is also an important carrier for Japanese travelling to Australia via Singapore. > > Codeshare agreements are changing the Japan aviation landscape: The expanded codeshare agreement between Singapore Airlines and Virgin Australia provides opportunities to connect six airports in Australia to four airports in Japan via Singapore. Jetstar Japan and Japan Airlines commenced codesharing on 12 domestic Japanese routes from 6 March Jetstar and JAL have been codesharing on international flights to Australia since Qantas, Jetstar and Jetstar Japan were approved to increase their coordination of services and marketing in Japan. Direct aviation capacity from Japan to Australia Direct aviation capacity from Japan to Australia % Seats per year ('000) % +12% +1% +0% (F) 2015 (F) Source: Department of Infrastructure and Regional Development Note: (F) is a forecast based on Tourism Australia analysis 2 Japan Market Profile 2014

3 Japan has a highly regulated travel distribution system, with three levels of travel agencies. The major operators in the Japan travel market are involved in all levels of the distribution system. Traditionally, the key focus for Australia has been wholesale package tour divisions of the General Travel Agents (GTAs). However, increasing focus is being placed on the Free Independent Travel (FIT) segment, as Japanese outbound travellers mature. The evolution of the Japanese travel industry into a more specialised, consumer-oriented sector is expected to continue. System Wholesalers/ Large Agents Commission Level: 15% to 20% > > The top five wholesalers for Australia in Japan are JTB, HIS, KNT, NTA and JALPAK, with all producing Australian brochures. > > There are also strong regional brand wholesalers such as Meitetsu in Nagoya and Nishitetsu in Fukuoka. These wholesalers have overseas departments, within the destination, to develop Australian products. > > Wholesalers compete for retail business as most have a retail chain under the same brand. Major wholesalers provide national coverage by distributing packages through their own retail outlets as well as external agencies. Special Interest > > Australia is the most popular destination for overseas school excursion programs from Japan. Major wholesalers handling this market include JTB, KNT, NTA, TOP and HIS, who all have dedicated sales teams in this segment. Retail Agents Commission Level: 5% to 10% > > Japan has a highly regulated travel industry structure with three levels of travel agencies. The industry applies strict and complex licensing laws, with high levels of consumer protection. > > First Level Agencies: General Travel Agencies (GTAs) provide package, wholesale and retail services for international and domestic tours. They generally have the following: Wholesale Division, which designs and produces wholesale packages and group tours. The tour products are then on-sold to retailers, either via their own retail shops or to other agencies. Media Sales Division, which produces packaged tours for direct sale to consumers and promoted through advertising, members magazines and online. Group Tour Sales Division, which arranges and sells special order and one-off tours for clients (including schools/corporate) and niche tour organisers. Retail Division and Retail Shops, which sell travel directly to consumers via retail shops. These shops sell packages produced by the in-house wholesale division as well as packages produced by other agencies. > > Second Level Agencies: these agencies sell international products which have been produced by GTAs. They do not package or wholesale international products. > > Third Level Agencies: these retail travel agencies sell international and domestic packages produced by GTAs and second level agencies. They do not have wholesale or packaging departments. Online > > Up until recently, travel agencies with a retail presence sold the same retail package products online. However, some travel agents are selling special online packages to improve price competitiveness. > > In recent years, Online Travel Agencies (OTAs) who have no retail presence have been growing sales by focusing on flexible airfare and hotel booking systems. Examples of this are Rakuten and Expedia Japan. > > Another style of online agent is those who only handle land content. Examples of these are Australian Tour Specialists and Alan One. > > The number of consumers who book airfares only through airline websites is increasing. Aussie Specialists > > Tourism Australia s Aussie Specialist Program (ASP) in Japan runs in conjunction with the Japan Association of Travel Agents (JATA) Destination Specialist program. > > As at 28 April 2014, there were 341 qualified Aussie Specialists in Japan and a further 285 agents in training. > > Tourism Australia has a two-tier trade engagement program in Japan. Tier one is called Club Oz and targets the general manager-level staff of travel agencies. Tier two is called Oznet and targets product planning staff and qualified ASP agents who focus on general product and experience development. As part of this program, Tourism Australia with State, Territory and Regional Tourism Organisations provides educational opportunities, such as seminars and monthly newsletters. Inbound Tour Operators Commission Level: 5% to 10% > > Companies such as JTB, HIS, KNT and NTA have their own Inbound Tour Operators (ITOs) in Australia. These inbound companies buy products, operate tours and provide product information to their respective head offices in Japan. > > Medium and small travel agencies and some sections of large GTAs use Australian ITOs. These ITOs have a sales office in Japan and in many cases sell other international destinations. Business Events > > Major travel wholesalers handle the business events segment using dedicated event and group sales teams. 3 Japan Market Profile 2014

4 Trends > > The Japanese travel industry is one of the most vertically integrated in the world. Major Japanese companies control all levels of the distribution system. Although distribution channels are becoming more fragmented, this integration remains a key feature of the Japanese travel trade. > > There is an increasing focus on the Free and Independent Travel (FIT) market, as Japanese outbound travellers become more confident to travel independently and are less reliant on packaged tours. > > As demand for FIT travel grows, the Japanese travel industry will continue to become more specialised and consumer-oriented. > > Large wholesalers are increasing their focus on retail consultants to meet consumer demand for FIT travel. > > In addition to the two major brochure seasons of Kamiki (April to September) and Shimoki (October to March), wholesalers have begun packaging tours on-demand, taking advantage of last-minute trends and peak or low travel periods. > > The number of online-only businesses in Japan is increasing, and major wholesalers are expanding online services and advertising. > > Consumers are increasingly booking flights through airline websites. Some online travel agents are growing business from these consumers by focusing on accommodation and optional tours only. > > Major wholesaler JTB has announced a shift in global strategy to move towards a Destination Management Company model, which provides a travel agent, tour operator and conference bureau. Planning and purchasing travel > > When buying travel products there are a number of distribution channels available to consumers. According to findings from Tourism Australia s Consumer Demand Research 7 Japanese respondents would use a mix of online and offline sources when researching a trip to Australia. This includes a general internet search, looking through guidebooks, visiting a travel agent or Government website and brochures. The use of brochures for research by Japanese consumers was above the average across all markets in the study. > > Repeat travellers tend to use the internet more for research and bookings, in addition to the traditional distribution channels. > > Operators are now searching for new and more cost effective marketing methods, including increasing their focus on digital marketing and social media. Planning a visit to market Top tips for sales calls > > Communication with the retail industry is handled by Tourism Australia, the airlines and the State and Territory Tourism Organisations (STOs) based in Japan. Generally, Australian products liaise with their Inbound Tour Operator (ITO) then the wholesaler. It is not advisable for Australian product to visit retail agencies directly, unless for specific activities and only after the relevant ITO and wholesaler have been consulted. > > The best time of year for sales calls is in August, September, February and March. > > It is preferable to avoid Golden Week (end April to early May), Obon (mid August) and New Year (late December to early January). > > The key market centres to visit are Tokyo and Osaka, followed by Nagoya, Fukuoka and Sapporo. > > For more general information on sales calls and planning a visit to market, please see Tourism Australia s Planning for Inbound Success ebook at 7. Tourism Australia, Australian Consumers Demand Research, conducted by BDA Marketing Planning, Japan Market Profile 2014

5 Seasonality > > The peak booking period for travel to Australia is one month before travel. > > The peak travel period to Australia is January to March and July to September and December. Seasonality of visitors from Japan 50,000 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Seasonality of visitors from Japan Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source : Overseas Arrivals & Departures, Australian Bureau of Statistics Key trade and consumer events Event Location Date JATA Tourism EXPO Japan Tokyo September 25 28, 2014 Australian Industry in Japan Tokyo March 2015 (TBC) Australian Tourism Exchange (ATE) TBC, Australia June 2015 Where to find more information Tourism Australia s activities in Japan are managed from its Tokyo office. For more information visit Tourism Australia s corporate website at Australian State and Territory Tourism Organisations operating in Japan include: Destination NSW, Tourism and Events Queensland, Tourism NT, Tourism Tasmania, Tourism Victoria and Tourism Western Australia. Also see: Japan Country Brief published by the Department of Foreign Affairs and Trade at 5 Japan Market Profile 2014

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