2015 NWTT AGM€¦ · YTD Visitor Arrivals To Canada 2014 and 2015 45,000 Q3 2014 40,000 35,000...
Transcript of 2015 NWTT AGM€¦ · YTD Visitor Arrivals To Canada 2014 and 2015 45,000 Q3 2014 40,000 35,000...
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2015 NWTT AGM GSA REPORT – JAPAN
NOVEMBER 2015
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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
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• 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
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• 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
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2. MARKETING INSIGHT: JAPAN
Fast Facts
PopulaHon 127,650 million
GDP 5.96 trillion USD
3rd largest global economy
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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%
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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
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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
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ARRIVALS – AGE BREAKDOWN IN 2014
2. MARKETING INSIGHT: JAPAN
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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
• TwiNer
• CuraHon Media Campaign
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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
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4. ACTIVITIES - SHOW • ITB Asia in 2014(Oct30-‐31) in Singapore
• RVC 2015(May26-‐29) in Niagara Falls
Total: 80appointment
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4. ACTIVITIES – SALES CALL • Key Travel Account HIS JTB World VacaHons CTI(Club Tourism InternaHonal) Hankyu(Trapics and e-‐very) JTB Media
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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
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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
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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”
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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
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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.-‐
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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
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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
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10 THEMES Walking
Nature
History-‐Eastern Canada
Travelling
Living with Wildlife
Food/ Gourmet
Adventure
Arts & Culture
History-‐Western Canada
People/MulHculturalism
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5. KEY TRAVEL TRENDS Trade
Consumer
Media Social Media
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5. JOINT PROMOTION PLAN 2015-‐16 Travel Alberta
“Enjoy Winter – Canadian Rocky & Yellowknife”
2016
Ontario Tourism
DesHnaHon BC
Yukon Territories
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NEW WEBSITE
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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
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THANK YOU