The Japan Travel and Tourism Association (JTTA) and Japan Association of Travel Agents (JATA) are launching the second annual JATA Tourism Expo Japan 2015 that will be held from September 24 through 27, 2015, at Tokyo Big Sight.
JATA Tourism EXPO Japan is designed to promote tourism both overseas and inbound to Japan, as well as domestic tourism within the country. It sees the tourism industry partnering with other sectors and regions in a nationwide effort to host the world’s largest tourism-related event
The first step in this direction was the 2014 goal of “A new journey.” For the second JATA Tourism EXPO Japan, we are ramping up our goals and aiming to be the locus for all things related to the travel industry as Japan moves towards 2020.
This year, in addition to the JAPAN NIGHT 2015, a city-based MICE event hosted out of Marunouchi, we have the first International Tourism Leaders Meeting, which focuses on the ASEAN region. We have also launched the Japan Tourism Award, which is conferred on organizations and individuals that have made notable contributions to the growth and development of the tourism industry. Also on the schedule is an exhibit which brings together domestic and global tourism information in one place, promotions in advance of the opening of the new Hokkaido bullet train line, and a gourmet project featuring popular rice bowl dishes from throughout Japan. Other must-see events include special exhibits from central Asian countries.
In addition, the international tourism forum will be an opportunity to discuss issues of “Tourism and Culture” and explore Japan’s mission in the global tourism space. Being held concurrently with the EXPO are the VISIT Japan Travel Mart (VJTM) and VISIT Japan MICE Mart (VJMM), held by the Japan National Tourism Organization. This makes for a triplepronged event that covers overseas travel, inbound travel to Japan, and domestic travel within the country
International Tourism Forum Venue: Big Sight Conference Tower, Marunouchi JP Tower
Keynote Speech and Keynote Symposium
One of the key pillars of JATA Tourism EXPO Japan 2015. The topic for 2015’s International Tourism Forum is “Tourism and Culture.” Protecting culture and promoting it serves as a way of converting it into assets. We will debate how to turn those assets into viable industries and expand them through branding and promotion.
For the Keynote Speech, former WTO secretary and President of the World Committee on Tourism Ethics, itself an organ of the UNWTO, Mr. Pascal Lamy, will give a talk and lead the symposium.
In addition to exchanging opinions and the latest tourism information from the overseas, domestic, and inbound sectors in the regular symposium, the Asia Travel Market Analysis 2015 takes a look at Asia’s major tourist destinations. The Halal Symposium focuses exclusively on the growing market for Muslims.
International Tourism Leaders Meeting (New!)
The International Tourism Leaders Meeting is a new event this year that focuses on the ASEAN region. In addition to experts on ASEAN and Japanese policy, regional issues, hospitality, tourism, and transport, leaders from the private and public sector will join us for a discussion on sundry topics as we ramp up to the International Tourism Leaders Summit, which would see the world’s tourism leaders convening (jointly sponsored by the ASEAN- Japan Centre)
Outbound and Domestic Business Meetings, Media Meeting
With suppliers from within and without Japan and travel agents taking part, September 24 and 25 will be a chance to hold business talks on outbound and domestic business. In addition to meetings by appointment, open times are available for those seeking to stop in at a booth and network. A “media meeting” will explore how to handle coverage and media exposure in print, television, and the web. After business talks are concluded, we will ask participants to complete an interview for further analysis on the efficacy of the event. Using this quantitative data will allow us to hold even more effective and robust meetings next year.
Travel Showcase Venue: Tokyo Big Sight East Exhibition Hall 1-5
Domestic exhibitors span individual prefectures from northernmost Hokkaido to southernmost Okinawa, with all forty-seven prefectures involved. Promotions include those for the run-up to the launch of the Hokkaido bullet train, live performances of traditional crafts born out of Japan’s regional cultures, and other exhibits geared at bringing new vitality to Japan’s provinces (courtesy of the Association for the Promotion of Traditional Craft Industries). Also on offer will be a set of exhibits on inbound shopping tourism courtesy of the Japan Shopping Tourism Association. A gourmet event will introduce attendees to the varied rice bowls from Japan’s different regions.
New and noteworthy exhibits (numbers indicate the size of booths) New exhibits: Gifu Prefecture (10), Aichi Prefecture (6) Largest domestically: Okinawa Prefecture (50 ⇒ 60） Expanded areas: Toyama Prefecture (2⇒10), Nara Prefecture (1 ⇒ 10), Tochigi Prefecture (1 ⇒ 9), Seibu Group (Princess Hotel related, 4 ⇒ 8), Japan Shopping Tourism Organization (1 ⇒ 30)
Five countries from central Asia (Kazakhstan, Kyrgyzstan, Uzbekistan, Turkmenistan, and Tajikistan) are hosting special exhibits. This is a prime opportunity to obtain valuable information on creating travel products and to network with representatives from these countries. China and Korea have also drawn attention for the fruitful private-sector partnerships they offer, and both countries have added more floor space, with a respective 20 and 50 booths. In addition, new exhibitors from Europe and Africa have also joined the roster
New and noteworthy exhibits (numbers indicate exhibitors) New exhibits: South African regional tourism bureaus (8), Kazakhstan (5), Azerbaijan (5), Moldova (1), Luxembourg (1), Tahiti (1) Largest brand: USA (58 ⇒ 60） Expanded areas: Korea（46 ⇒ 50）and China (10 ⇒ 20）
Award Project: “Japan Tourism Award” (New!)
Designed as a prestigious tourism industry award representing Japan domestically, overseas, and for inbound tourism is the new Japan Tourism Award. This public commendation also has a UNWTO category; partnering with an international organization has strengthened the award’s global aspect and heightens branding for the Tourism Expo Japan both domestically and overseas, as well as the position and relative value of the award project within the industry itself.
JAPAN NIGHT Venue: Marunouchi area
With Tokyo as the stage for the 2020 Tokyo Olympics and Paralympics, the city is ready to act as a city for MICE and serve as a model for that idea. Tokyo, with its position as an international city, is poised to broadcast local content about Japan’s charms to domestic and global audiences. Events will be held in the Marunouchi area’s Gyoko-dori and the JP Tower and Maru Building area around Marunouchi Naka-dori, an iconic public space. We will make use of the National Strategic Special Zones, areas created to promote the international competitiveness of Japan’s industry and encourage the creation of a foundation for international economic activities. Moving from localized “unique venues” to a more comprehensive “unique experience,” we appeal to the five senses and promote international exchange and dialogue.
Building a new business framework: Creation of a new category for Premium Destination Partners
Through the Tourism Expo Japan project, we are launching new tie-in programs with local regions. By partnering with promotional events within and without Japan (e.g., destination campaigns), we can forge deeper partnerships for this project. Bringing more clients to Tourism Japan Expo will let us create a program maximizing potential benefits with partner countries, regions, and promotions. In addition, it will serve to create a new category of likeminded sponsors. The support program is being expanded through the incorporation of “Supporters,” private sector organizations that support the cause. By engaging the government and private sector together, the plan can move forward with better synergy. The sponsorship plan involves Japan Night and offers a range of options for PR and support of the events put on by the hosting organization.
Rather than JATA Tourism EXPO Japan being a one-off event, we are positioning it as a driving force for the tourism industry, a sector that will support the Japanese economy going forward. Involving both lay people and those in the tourism industry (in local regions, at travel agencies, et cetera) is part of a larger plan to stimulate the tourism industry as a whole.
Travelers are invited to “move” in the direction their heart takes them. They “see” new things through their travel experience. By the time they realize it, they have “felt” a distinct journey all their own. Linking verbs in this way gives an active and rhythmical feel and aims to promote new business in both the BtoC and BtoB categories.
Like last year, the visuals make use of ukiyoe style woodblock imagery. Mount Fuji is used as the central emblem from which a range of travel styles emanate out to the world.
Woodblock imagery took off following a trend for travel in the Edo period. This makes the ideal imagery for the second year of the project as we aim to achieve loftier goals. Mount Fuji serves as the nucleus of Japan, and we see travelers setting out on new journeys.
1. Express the continuity, expectations, and forward-thinking nature of this event
2. Emphasize people, giving travel an active feel
3. Incorporate a diverse travel motif throughout
JATA Tourism EXPO Japan2015 Summary
Name： JATA Tourism EXPO Japan 2015
Date： September 24 (Thu.)-27(Sun.)
(Trade &Press：24･25, General Public Day：26･27）
Venue： Tokyo Big Sight, JP TOWER Hall& Conference, Marunouchi Area
Organizer： Japan Association of Travel Agents, Japan Travel and Tourism Association
Support： Ministry of Land, Infrastructure, Transport and Tourism Japan Tourism Agency / Ministry of International Affairs and Communications Ministry of Foreign Affairs / Ministry of Agriculture, Forestry and Fisheries Ministry of Economy, Trade and Industry /Tokyo Metropolitan Government Japan National Tourism Organization / Japan External Trade Organization
*VISIT JAPAN Travel Mart2015・VISIT JAPAN MICE Mart 2015 take place at the same time
Entrance of Travel Showcase： ＜Trade／September25＞ Online pre-registration is required for Travel Trade ＜Public／September26・27＞ Ticket Adult：1,300yen Student：700yen（include tax） Advance Ticket Adult：1,100yen Student：600yen（include tax） ※Free: Children under elementary school age with parents Junior high and high school students (necessary Student card) International Tourism Forum Register fee: All Program 10,800円(include tax) Each Program Keynote Speech/Keynote Symposium 3,240yen (include tax) Other Symposium 2.160yen(include tax) Homepage： http://t-expo.jp/en Estimate of visitors： 170,000