6.3.2019 TTG Show Daily ITB Berlin 20
Destination Japan
In search of novelty
Market trends for 2019
A plethora of natural and cultural attractions keep Germans intrigued. By Julian Ryall
J
apan has seen a steady growth in ar-
rivals from German-speaking mar-
kets in recent years, with travellers
showing a greater interest in a desti-
nation that is widely perceived as exotic
and unique.
According to Japan National Tourism
Organization (JNTO) figures, 195,606
Germans visited Japan in calendar 2017,
climbing 6.7 per cent over the previous
year, while an additional 21,035 arrivals
were recorded from Austria, up a marginal
0.4 per cent.
The growth of the German-speaking
markets is apparent for industry players
in Japan.
“There has been an increase of 2.8 per
cent in German guests over last year, and
a 12.5 per cent increase over last year in
European guests as a whole,” said Yukio
Kanao, general manager of Tokyo’s Impe-
rial Hotel.
“We believe the increases (can be attrib-
uted) the perception of Japan as being a
safe, secure, technologically-advanced and
culturally-rich destination, coupled with
interest generated by the upcoming 2020
Olympic Games,” he said.
Kanao added that while most of his
European guests are interested in Japan’s
cuisine and historic architecture, the Ger-
mans tend to be interested in skiing, and
are on the lookout for new spots to ski in
the country.
Thorben Groebe, group leader for JTB
Global Marketing & Travel, indicated Ja-
pan is also benefiting from a higher profile
internationally, thanks to the 2020 Olym-
pic Games and the country’s crowning of
a new emperor in May.
“Germany is famous for its contrast
between the traditional and the high-tech,
so many Germans want to see robots and
kabuki (classical Japanese dance-drama)
or geishas, and temples that are close to
modern buildings,” he opined.
He added: “Many Germans are well
educated and want to experience the ‘real’
Japan, so places like the Robot Restaurant
in Tokyo are not popular with them. But
hearing about the experiences of people in
Hiroshima at the atomic bomb museum,
for example, is something that they would
be interested in.”
Germans also have a reputation for en-
joying the great outdoors, so trekking the
Nakasendo Way are popular. Meanwhile,
people with specific hobbies and interests
– such as gardening, bird-watching, or
anime and manga – can also have unique
experiences in Japan, Groebe said.
Group tours that take in the main sites
and the Golden Route still mainly appeal
to older and less adventurous travellers,
but a growing segment of German FITs
are encouraged to visit due to the vast
amount of information available online.
JNTO, on its part, has spearheaded a
promotion campaign to stoke the Ger-
man travellers’ interest to visit Japan,
revealed Hiroshi Yamashita, head of the
JNTO’s overseas promotion department
for Europe.
“In 2018, we intensified our online
promotion efforts targeted at the German
market, under the tagline Enjoy my Ja-
pan... which means there is something to
suit everyone in Japan,” shared Yamashita.
Alastair Donnelly
Founder and director, Inside Japan Tours
We have seen an increase in demand
from German-speaking markets, with
travellers intrigued by the culture of places
such as Tokyo and Kyoto, but we’re also
seeing a desire to discover places away
from the well-trodden trails. There has also
been more demand for walking products.
We recently created the six-day,
70km-long Shin-etsu Trail, which takes
travellers across mountains straddling
Nagano and Niigata, while staying in
traditional ryokans and minshukus along
the way. This allows guests to sample
Japanese hospitality at its best.
Fushimi Inari Temple in Kyoto is a popular tourist destination
“We emphasised seven areas of inter-
est – tradition, cuisine, city, nature, art,
relaxation and outdoors. Of these seven
categories, we focused particularly on
(promoting) relaxation and outdoors to
the German market.”
The campaign, deemed a success, is
expected to continue its run in 2019, said
Yamashita. As Japan is still perceived as a
relatively expensive longhaul destination
for German travellers, JNTO is targeting
its campaign at the more affluent seg-
ments.
Research by JNTO revealed that most
German visitors are keen to experience
different types of Japanese food, immerse
themselves in nature, and enjoy the coun-
try’s traditions and culture.
Yamashita elaborated: “(German) con-
sumers are now seeking experiences that
will live long in their memories. They
are looking for relaxing experiences, and
natural and cultural experiences that are
unique to different regions of Japan.”
Evelyn Teplass-Mugii
Executive director, The Art of Travel
We are finding that many of our clients – who
are at the luxury end of the spectrum – put
an emphasis on enjoying their leisure time.
They really want to get deeper into the Japan
experience, get off the beaten track and are
keen to open themselves up to this com-
pletely new culture.
What’s new
The Peanuts Hotel
Fans of Snoopy, Charlie Brown and the
rest of the gang from Charles Schultz’s
comic strip can now stretch out in rooms
themed on the characters’ adventures.
Located near Sannomiya Station in Kobe,
the boutique hotel has 18 uniquely-deco-
rated rooms such as one depicting Snoopy
on the moon, and another in Yosemite
National Park.
Tax-free shopping simplified
The Japanese government will be simpli-
fying tax-free shopping for foreign visitors
by digitising all required paperwork.
Tourists who want to avoid paying the
local consumption tax presently need to
have proof-of-purchase of an item stapled
to their passport to show to customs of-
ficials when they leave Japan.
By April 2020, dedicated terminals will
be installed at customs that will match in-
formation from retailers with the National
Tax Agency and customs.
Luggage-free travel service
The JTB travel agency has teamed up with
Panasonic and Yamato Transport to launch
a luggage-free travel service. The aim is
to take the stress and strain out of a trip
to Japan, particularly among independent
travellers by enabling visitors to entrust
their suitcases to Yamato Transport to be
delivered to their next destination.
Anyone can sign up for the service
through its website, which also takes
reservations and issues e-mail notifications
to inform users when their luggage has been
delivered.
Narita Premier Lounge
A luxury lounge that includes a traditional
Japanese tea room has opened in Terminal
1 of Tokyo’s Narita Airport. The 930m² Narita
Premier Lounge can accommodate 148
people, and offers shower facilities, as well
as F&B – including halal meals. The operator
expects around 60,000 people to use the
lounge each year.
teamLab Planets museum
Tokyo’s museum and sensory art scenes
have been enhanced with the opening of the
10,000m 2 teamLab Planets museum in the
Odaiba waterfront district.
Visitors are asked to remove their shoes
and socks at the entrance because some
of the exhibits are knee-deep in water. The
museum makes clever use of light and dark
spaces, mirrors and sounds, all of which
serve to invigorate the senses. The temporary
museum will open through autumn 2020.
The Okura Tokyo
The much anticipated reopening of The
Okura Tokyo is set for early September 2019.
From top: teamLab Planets; The Peanuts Hotel
After the revamp, The luxury hotel will
offer a total of 508 rooms across across
two buildings. The 17-storey Okura
Heritage Wing will boast its own recep-
tion, the Yamazato Japanese restaurant
and Chosho-an tea ceremony room. The
41-storey Okura Prestige Tower will also
offer fine dining options and banquet
facilities – one of which will be the largest
ballroom in Tokyo.