CRESON possesses ITB expertise from developing our own experience tours targeting non-Japanese tourists. We have the knowledge necessary to support companies and regional governments develop a plan based on their unique ITB capabilities, and helping them bridge any gaps in capabilities, knowledge, implementation and in-life operation.
Connecting to and attracting non-Japanese customers is not simple. So, we can support your company through not only our own website but also through other internet media, newspapers, and magazines, effectively utilize all media options. We also consider how best to balance your company’s profitability with customer satisfaction.
Marketing to attract
non-Japanese tourists to
1.Course design and experience design
for non-Japanese tourists
2.Customer payment collection
3.Promotion content development
4.In-life Operations support
1.Assessing the present company's or
regional authority's condition,
finding strengths and identifying issues
2.Planning a new business by capitalizing
on strengths and addressing gaps
3.Preparation and Implementation
4.Supporting in-life operation
1.Identifying potential key selling
points of the region,
in terms of tourist attractions
2.Planning regional business
by capitalizing on strengths
and addressing gaps
3.Preparation and Implementation
4.Supporting in-life operation
・Planning and consulting for the company, restaurant, and/or regional government authority wishing to establish new business targeting
tourists visiting Japan.
・Proposing a new inbound business strategy for regional government
・Based on their capabilities, designing tours and experiences, and project managing delivery of these
・Designing and implementing media strategy, including production of video's and photo's.
According to Japanese government estimates,
the number of visitors to Japan will reach 40 million per year by 2020 and 60 million per year by 2030.
This is more than double the current level estimated for 2017 of approximately 28 million.
Are you benefiting
from this increase?
Even though the number of non-Japanese visitors is increasing, in reality most of them visit
Tokyo, Osaka and Kyoto only. 14 million people, half of the total number of visitors is to Tokyo
The visitor retention rate is 51.4% in Tokyo, 27.9% in Osaka, and 21.9% in Kyoto, according to
data of Ministry of Land, Infrastructure and Transport
As you know, we Japanese take great pride in our rich, and well established regional history
and culture, local foods, art & crafts, etc. We believe the local people will gain not only
financial benefit, but a deeper satisfaction from sharing their knowledge,
skills and products with these new visitors.
However, there is a lack of suitable accommodation for non-Japanese coming to these regional cities, and this is a barrier to them
staying overnight or longer, and hence benefiting economically from these potential visitors.
So, how can we attract
When Japanese think of service they think in terms of “Omotenashi”, providing outstanding service and hospitality to the customer.
However, focusing too much on ‘Omotenashi’, can become a barrier to serving foreign customers. The normal Japanese service standard itself is already sufficient for non-Japanese visitors.
On the other hand, it is tempting to think that being able to communicate well in English and Chinese languages is also a barrier, but this is just a matter of sufficient training and provision of suitable information.
The important thing is that we provide the visitor an experience of the “Real Japan”. Once you understand yourself what you have to offer in terms of the “Real Japan”, you will be in a good position to start developing your business. Next we must attract non-Japanese customers by the most appropriate means to establish a continuous flow of customers, and business stream.
In recent years, foreign travellers gather information before visiting Japan through Social Networking Services (SNS) and Internet travel sites, especially for Japan experiences and food, according to many research agencies.
Moreover, travelers remain connected to such services through smart device (Smart phones, tablets, etc) connecting through cellular networks and Wifi hotspots through Japan.
So, even once in Japan, they continue to access and gather information through the Internet. At the same time, they spread and share their daily happenings with their friends at home by SNS.
This pattern is increasing, such that the more information is shared, the more new travellers are attracted and will come. This pattern is contributing to the steady growth in visitor numbers.
However, it also means, there is competition to provide information on locations and attractions. If there is comparatively little information available on your region, the less awareness there will be on what you have to offer, and therefore the lower likelihood of you attracting your share of potential visitors.
For these reasons, reaching and attracting potential visitors via Internet is crucial.
What is most important is that companies and regional governments should know and have confidence in their unique strengths in terms of what will appeal to non-Japanese tourists.
Once you recognize this, what remains is how to reach customer readiness for your attractions and offerings, and then how to attract and gather in customers. After producing suitable marketing material, what remains is choosing the best communication channels to reach your potential customers.
CRESON Establishment Story
Creson and New Tour Japan
I have made many friends throughout my career and study overseas. In recent years many of my friends have visited Japan. What I have understood through their experiences is just how much we have to offer, that is unique to our country and culture. This gave me the initial idea to plan “walking tours” as a way of introducing non-Japanese people to aspect of the ‘Real Japan’.
For example, a group of my friends, 3 women originally from the US, Russia, and Belgium recently visited Japan on a 3 week holiday. Although they do not speak nor read Japanese, they hired a car to drive themselves around Kyushu for the first week, and Kansai, Hiroshima, Osaka, and Kyoto areas for the second. I finally met them in Tokyo just 3 days before they were returning to New York.
Their first words to me, I still remember, were “Japan is so beautiful”
During their travels throughout Japan, they had positively touched a lot of Japanese culture, nature and food. They attempted to explain everything about their experience to me. One of the most interesting aspects of this was that they ate Sushi every day for more than 2 weeks by searching out good restaurants by themselves.
“Eating tours” is also one of my business ventures. This was also inspired be experiences with my friends.. Whoever visits from overseas I take them out eating. We eat 4 times from lunch to dinner time, strolling through popular tourist spots, and enjoying the sights and sounds. They really enjoy it, especially since they can sample lots of Japanese food in little eating houses frequented almost exclusively by Japanese. Though some advance planning and coordination is required, the key factor is building up the know-how through doing and repeating.
On the other hand, I worked overseas with many non-Japanese. By viewing Japan from an overseas perspective, I was able to discern much of what our country has to offer, whilst also noticing that many non Japanese travelers may face challenges and inconveniences during their visits.
Now, what non-Japanese travelers want to do is to touch the “Real Japan”. The vast majority cannot speak Japanese, and don’t even have access to basic to geographical information, so that it is quite tough for them to cope with this handicap.
In responding to the demands of non-Japanese travelers, our single biggest indicator of success is that the experience should not just be fun, but unforgettable. The uniqueness of the experience whether it be an activity, eating or something else, is key.
Finally, we started “New Tour Japan
” to provide “Real Japan” for non-Japanese travelers in 2015.
In CRESON Corporation, we provide inbound marketing and consulting services based on
our experience attained though operating “New Tour Japan”.
Based on our original area of expertise
In CRESON corporation, in addition to providing our marketing and consulting services, we also provide our expertise in how to systematically overcome challenges such as reaching and attracting customers, and finding solutions for gaps in ‘experience’ packaging, such as provision of foreign language materials, basic language training for support staff, ongoing communication with customers on booking s and payment. We can apply the standard methodology we have developed to each case.
Moreover, we have developed our experience and methodology into an operating manual of how to attract and cater for potential customers coming to Japan, and who want to experience the ‘Real Japan’ whilst here.
On the other hand, we can also offer proposals to extend the duration of visitors’ stays to their cities and regions, to stimulate regional activation and redevelopment, in line with their newly recommended policies.