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Japan In-Market Business-to-Business Sales Program

January 24, 2020 Destination North America No Comments Email Email


Destination Ontario’s Marketing and Trade Consultant for Asia Pacific, Sonya Stevenson, along with in-market representative Megumi Tanaka, organized and led a group of seven Ontario stakeholders on an In-Market Business-to-Business Sales Program to Tokyo, Japan on October 31, 2019. The event was timed to coincide with Destination Canada’s Focus Canada show in Osaka, which was held on October 28-29.

Participating Ontario stakeholders delivered a destination training seminar to 53 participants from key travel companies. The presentations educated the trade participants on new and established products and experiences, thereby helping them sell Ontario to their customers.

Expected outcomes include extended stays in Ontario, as well as new trip itineraries being developed, promoted and sold, leading to more travellers from Japan coming to Ontario. And, ultimately, the education of travel trade representatives results in increased visitation and revenue for Ontario.

The travel companies expressed a keen interest in new product and itinerary ideas and all travel company participants expressed appreciation for the opportunity to learn about Ontario and connect with Ontario stakeholders to expand their travel offerings. Active follow-up and further negotiation between Ontario stakeholders and Japan travel company participants is already underway.

Japan represents an important source market for travellers to Ontario and is a priority market for Destination Ontario. In-Market Business-to-Business Sales Programs are a key element of Destination Ontario’s strategy to increase visitation and expenditures from target markets through partnerships with travel companies – companies that package and sell travel abroad from their respective markets.

Participating Ontario stakeholders were also delighted. Post program survey results indicate that all participants felt their organization benefitted from participation, and all participants are confident that future business will result.

“I made new contacts and re-connected with existing clients. There are opportunities for creating new itineraries and promoting new products. I was able to promote my destination as year-round place to visit and specifically for winter season… there are definitely huge benefits from attending this program with Destination Ontario.”

– Anastasia Belashov, Niagara Falls Tourism“Destination Ontario staff, as always, did a great job of organizing the event and their in-market staff were extremely helpful, especially in the area of translation services. This is important for the smaller DMOs and private operators that can’t afford to have their own in-market representatives that speak Japanese. Great job overall. Sign me up for next year.”

– Ian McMillan, Destination Northern Ontario



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