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Tourism Australia takes action on Japan

Tourism Australia is stepping up its commitment to the Japan travel market with a number of initiatives to strengthen Australia’s position as a destination for Japanese travellers. The strengthened commitment to the…

Tourism Australia is stepping up its commitment to the Japan travel market with a number of initiatives to strengthen Australia’s position as a destination for Japanese travellers. The strengthened commitment to the market follows a number of recent announcements by the Minister for Small Business and Tourism, The Hon Fran Bailey, to address current challenges in the market, including a dedicated marketing program focusing on Australia’s World Heritage Areas.

“Following extensive consultation with industry and key stakeholders both in Australia and in Japan, we have developed a new direction to meet the needs of industry and expectations of consumers with respect to the Japan market,” Tourism Australia Managing Director, Geoff Buckley said.

“A three pronged approach will be taken to provide a renewed focus and revitalised strategy for our activities in Japan. Tourism Australia will take a leadership role in providing direction for engagement with the Japan market and will also work in partnership with the State and Territory Organisations to drive delivery of experiential tourism product.”

“New consumer initiatives in the market will include a new co-operative marketing campaign, titled Immerse Yourself In Australia`s World Heritage, which focuses on Australia’s seventeen World Heritage Areas as the drawcard. This activity will complement the current So Where the Bloody Hell Are You? campaign. By profiling these magnificent properties and providing opportunities for retail engagement, the visibility of Australia in Japan both with the industry and consumers will be increased,” Mr Buckley added.

In addition Tourism Australia has expanded its team to specifically concentrate on the Japan market, with two new appointments.

“Tourism Australia has recently brought on board Mr Kerry Watson and Ms Yoshimi Kobayashi to work on specific programs for the market,” Mr Buckley said.

“Mr Kerry Watson has joined Tourism Australia as a senior consultant for a period of six months to provide strategic advice directly to management and in managing our engagement with key stakeholders. Mr Watson has extensive experience and knowledge of both the Japan market and the industry, including leading the Japan Implementation Monitoring Group. At the same time, Ms Yoshimi Kobayashi will be working closely with those in the industry responsible for product development to assist in matching tourism product to the needs and expectations of Japanese consumers.”

“Tourism Australia has also appointed Mr Ben Holt to the position of Market Development Manager, Japan. Mr Holt, who is currently Regional Manager for the Australian Wine and Brandy Corporation (internationally known as Wine Australia) in Japan, will be responsible for all aspects of consumer insights, trade research and strategic planning in the Japan region. The Japan travel market contributed $1.9 billion to the Australian economy in 2006 so it is important that we do all we can to ensure it remains an important market for Australia in to the future,” Mr Buckley concluded.

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