REPORT

Tourism EXPO Japan 2017
September 21 (Thu) – 24 (Sun), 2017 Tokyo Big Sight

Tourism EXPO Japan 2017
In the first year of the second stage, the event welcomed 191,577 visitors.
No. of Exhibitors 130 countries / regions

Japan’s 47 prefectures
1,310 companies andorganizations

No. of Visitors

A total of 191,577

Sept. 21 (Trade / Press Day) 8,671 Sept. 23 (General Public Day) 74,040
Sept. 22 (Trade / Press Day) 42,057 Sept. 24 (General Public Day) 66,809

Organizers: Japan Travel and Tourism Association (JTTA), Japan Association of Travel Agents (JATA), and Japan National Tourism Organization (JNTO)

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Tourism EXPO Japan 2017

Draws 191,577 Visitors, Topping Record
Tourism EXPO Japan 2017, one of the world’s largest travel
events, now in its fourth year running, was held by the Japan
Travel and Tourism Association, Japan Association of Travel
Agents (JATA) and the Japan National Tourism Organization(JNTO) from Thursday, September 21 to Sunday, Sept. 24 at
Tokyo Big Sight where it drew a record-breaking 191,577 visitors.
It also generated 1,310 corporations and organization from 130
countries and regions, including 47 Japanese prefectures, bothsetting record highs.
Following the past three years -- referred to as “hop” (2014),“step” (2015) and “jump (2016)” -- Tourism EXPO Japan 2017
under the theme “Modern Travel: Visit. Participate. Enjoy.”centered on B2B promotion opportunities for the travel industry
stemmed from the foundation created over the past three
years. Other components included the Ministerial Round Table
and Symposium, which was organized in keeping with 2017
designated as “International Year of Sustainable Tourism forDevelopment” by the United Nations; the Japan Tourism Awards
ceremony, Welcome Receptions (Japan/World) and businessmeetings.
With the addition of a new business meeting section for
inbound land operators to the existing outbound/domestic
business meetings, a total of 6,886 business negotiations
were generated (up 250% over the last year). The organizers
strengthened collaboration with JNTO’s VISIT JAPAN Travel &MICE Mart 2017 as well as organized a comprehensive exhibition
for inbound tourism businesses in conjunction with Nikkei, Inc.
For consumers, themed travel, such as industrial tours,
national parks and Japan Heritage introduced through handson experiences, events and VR (virtual reality), generated greaterattention.
Tourism EXPO Japan 2018 will be held for the 4 days fromThursday, Sept. 20 to Sunday, Sept. 23 at Tokyo Big Sight. We
continue to make efforts to vitalize the tourism industry toward
the next events in 2019 in Osaka and 2020 in Okinawa.

From left: Shiho Takada, Miss Japan/Miss Kimono; Norio Yamaguchi, Chairmanof Japan Travel and Tourism Association, Hiromi Tagawa, Chairman of Japan
Association of Travel Agents, Ryoichi Matsuyama, Chairman of Japan National
Tourism Organization.

■ Results of Tourism EXPO Japan

No. ofExhibitors

No. ofVisitors

2014

2015

2016

151 countries / regions

141 countries / regions

140 countries / regions

Japan’s 47 prefectures

Japan’s 47 prefectures

Japan’s 47 prefectures

1,129 companies and organizations

1,161 companies and organizations

1,181 companies and organizations

Sept. 26 (Trade / Press Day)

41,063

Sept. 24 (Trade / Press Day)

5,860

Sept. 22 (Trade / Press Day)

7,011

Sept. 27 (General Public Day)

61,649Sept. 25 (Trade / Press Day)

40,622

Sept. 23 (Trade / Press Day)

42,023

Sept. 28 (General Public Day)

54,877

Sept. 26 (General Public Day)

64,959Sept. 24 (General Public Day)

70,012

A total of

157,589

Sept. 27 (General Public Day)

62,161

Sept. 25 (General Public Day)

66,798A total of

173,602

A total of 185,844*Visitors of JAPAN NIGHT(Nihonbashi Area): 15,200

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Tourism EXPO Japan 2017's

5 Events

International Conference covering global perspectives with the World Tourism Organization (UNWTO)
and the WORLD TRAVEL AND TOURISM COUNCIL (WTTC)❶ Tourism EXPO Japan Forum

Supplier exhibitors (sellers), travel companies (buyers) and media can feel the effects❷ Outbound / Domestic Business Meetings

Media Meetings, Japan Tour Operator Business Meetings
Tourism information from 47 Japanese prefectures,
130 overseas countries and 1,310 companies and organizations under one roof

❸ Exhibition – 2,130 Exhibit Booths

Enhance “Power of Travel” in Japan, globally to becoming “A Leading Tourism Nation”❹ Japan Tourism Awards

Enforcing B to B networking for the travel industry in two venues for international and domestic and inbound tourism.

❺ WELCOME RECEPTION JAPANWELCOME RECEPTION WORLDw
Ne

New Opportunities in Cross-industry Business Meeting!

Japan Inbound Tourism Business EXPO (in conjunction with Nikkei Inc.)PICK UP！

JAPAN TRAVEL MONTH 2017

Monthly projects aimed at stimulating travel opportunity inthe fall season, conducted with the public and government(Japan Sports Agency, Agency for Cultural Affairs, Japan Tourism Agency and
Ministry of the Environment)

The three organizers of the Tourism EXPO Japan launched
the monthly project “JAPAN TRAVEL MONTH” in 2016 to
stimulate travel opportunities in the fall season in cooperation
with the Japan Sports Agency, Agency for Cultural Affairs andthe Japan Tourism Agency. The Ministry of the Environment
joined in 2017 to further broaden its recognition among
consumers. In the project, travel products are created usingmaterials provided by the participating ministries aiming towiden the travel opportunities in the fall season and to create asynergy effect during Tourism EXPO Japan.
Period: Thursday, Sept. 21 – Friday, Nov. 3, 2017
Objective (to visit and experience)
1) 8 National Parks designated by Ministry of the Environment2) Japan Heritage certified by Agency for Cultural Affairs3) Sport events related to tourism
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2017 Schedule / Venues
Schedule of Tourism EXPO Japan 2017
Day

Venue

8：00

International
Conference Room

9：00

Opening Ceremony
9:30 - 9:45

11：00

12：00

13：00

14：00

15：00

16：00

17：00

18：00

Asian Tourism Leaders' Forum
13:30 - 17:15

20：00

21：00

22：00

WTTC Networking Reception
17:00 - 18:15

Conference Tower
Reception Hall (1F)

WELCOME RECEPTION WORLD
18:30 - 21:00
Outbound / Domestic Business Meetings / Japan Tour Operator Business Meetings / Media Meetings
Inbound Tourism Business EXPO 10:00 - 18:00

East Exhibition Hall 6

9:30 - 18:00

WELCOME RECEPTION JAPAN
18:30 - 21:00

East Exhibition Hall 8
Conference Rooms
605 and 606

Thematic
Symposia

Domestic Tourism
Symposium 10:00 - 12:00

Conference Rooms
607 and 608

Industry Academic
Cooperative Forum

Tourism Industry Study
Seminar 10:00 - 13:00

Tourism
Innovation
Seminars

Conference Room 703

Friday,Sept. 22

19：00

Global Tourism Forum 10:30〜12:30
・Keynote Speech ・TEJ Ministerial Round Table

Japan Tourism Awards
9:45 - 10:30

Conference Rooms
605 - 608

Thursday,
Sept. 21

10：00

Inbound Travel to Japan
Symposium 13:00 - 14:30

Overseas Travel Symposium
15:30 - 17:00

Industry-Academic Cooperative
Tourism Seminar 14:00 - 17:00
Universal Tourism Symposium
13:30 - 15:00

Japan Environmental Education
Forum Seminar 9:30 - 12:30

Luxury Travel Seminar
16:00 - 17:30

Conference Tower
Reception Hall (1F)VJTM2017 Networking Reception
19:00 - 20:30
Tourism Professional Seminars 10:00 - 18:00

In-booth Reception
18:30 - 20:00

Outbound / Domestic In - booth Business Meetings 10:00 - 18:00

East Exhibition Halls 1-6

Travel Showcase (Trade and Press Day) 10:00 - 18:00
Sports Tourism

Appreciation Get-together
18:00 - 20:00

Inbound Tourism Business EXPO / Japan Tour Operator Business Meetings 10:00 - 18:00
Travel Showcase & In - booth Business Meetings (General Public, Trade and Press Day) 10:00 - 18:00
Sports Tourism

Saturday,
Sept. 23

Inbound Tourism Business EXPO / Japan Tour Operator Business Meetings 10:00 - 18:00

East Exhibition Halls 1-6&8

THREE FRIENDS TALK & CONCERT in Tokyo 17：00 - 20：00（East Exhibition Hall 8）Organizer: Seoul, Gyeonggi-do, Gangwon-do

Conference Rooms
605 and 606

Sunday,Sept. 24

East Exhibition Halls 1-6

Thursday
Sept. 21～
Saturday
Sept. 23

East Exhibition Hall 7

Travel Showcase & In - booth Business Meetings(General Public, Trade and Press Day) 10:00 - 17:00
Sports Tourism

WELCOME RECEPTION
JAPAN
Sept. 21 (Thu)

Closing Ceremony Grand Finale 16:30 - 17:00

VISIT JAPAN Travel & MICE Mart 2017 (VJTM2017)
Organizer: JNTO

Tourism EXPO Japan 2017 Venue
Tokyo Big Sight

Regional Vitalization Networking Forum
13：00 - 15：00

Tourism Innovation Seminars

Exhibition
East Halls 1-6
Sept. 22 (Fri) - Sept. 24 (Sun)

THREE FRIENDSTALK & CONCERT
Sept. 23 (Sat)

Opening Ceremony
Japan Tourism Awards
Global Tourism Forum
Asian Tourism Leaders' ForumWELCOME RECEPTION WORLD
Sept. 21 (Thu)
Thematic Symposia
Tourism Innovation Seminars / Industry Academic Cooperative Forum
Sept. 22 (Fri)Regional Vitalization Networking Forum
Sept. 23 (Sat)VJTM2017
Sept. 21 (Thu) - Sept. 23 (Sat)

Conference
Tower

Outbound / Domestic BusinessMeetings / Media Business Meetings
Sept. 21 (Thu)*Sept. 22 (Fri): T he meetings are held at
each exhibition booth in the
exhibition halls.
Inbound Tourism Business EXPO
Japan Tour Operator BusinessMeetings
Sept. 21 (Thu) – Sept. 23 (Sat)
Tourism Professional Seminars
East Halls

West ExhibitionHall

Rinkai Line
Kokusai-tenjijyo
StationVISIT JAPAN Travel & MICE Mart 2017 Concurrent Event
Sept. 21 (Thu)-Sept. 23 (Sat) East Hall 7

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2017 Official Events / Forum
Sept 21 (Thu) 9:30 – 9:45
Tokyo Big Sight, Attendees Conference Tower 7F
Number of Attendees: 1,000

22：00

Opening Ceremony

Mr. Norio Yamaguchi; Chairman & CEO,Japan Travel and Tourism Association

Mr. Keiichi Ishii; Minister, Ministry of Land,
Infrastructure, Transport and Tourism

Tourism EXPO Japan 2017 Begins:
Event Underscores Theme of “New Form of Tourism”

In his opening greeting, Mr. Norio Yamaguchi said that, “Although
the world faces problems such as terrorism and the refugee crisis that
disrupt the communication of people, we in tourism would like topromote the power of communication together with everyone.”
Following his greeting, Mr. Keiichi Ishii, Minister of Land,
Infrastructure, Transport and Tourism, recognized that “tourism
contributes largely not only to the economy, but also to the coexistence of society, preservation of the environment, culture, peaceand safety. It is important to maintain this co-existence.” He alsoemphasized that “tourism remains the key for regional revitalizationand serves as a major pillar in growth strategy. Government as awhole, public and private sectors together, we will continue toward therealization of becoming a developed tourism nation.”
Guests: M r. Keiichi Ishii, Minister, Ministry of Land, Infrastructure, Transport and Tourism / Mr.
Kazuo Yana, Parliamentary Vice-Minister, Ministry of Land, Infrastructure, Transport
and Tourism / Mr. Akihiko Tamura, Commissioner, Japan Tourism Agency Ministry ofLand, Infrastructure, Transport and Tourism
Organizers: M
 r. Norio Yamaguchi, Chairman & CEO, Japan Travel and Tourism Association /Mr. Hiromi Tagawa, Chairman, Japan Association of Travel Agents / Mr. Ryoichi
Matsuyama, President, Japan National Tourism Organization

Global Tourism Forum

Sustainable Tourism for Development
Sept 21 (Thu) Tokyo Big Sight, Conference Tower 7F, International Conference Room
Organizer: J apan Travel and Tourism Association (JTTA)
Japan Association of Travel Agents (JATA)
Japan National Tourism Organization (JNTO)
Forum Strap: Tourism Authority of Thailand
Forum Coffee Break: Club Med

Part 1

Theme

Sponsorship: M inistry of Land, Infrastructure, Transport and Tourism; MLIT / Japan Tourism Agency; Ministry of Internal
Affairs and Communications; Ministry of Foreign Affairs; Japan Sports Agency; Agency for Cultural Affairs,
Government of Japan; Ministry of Agriculture, Forestry and Fisheries; Ministry of Economy, Trade andIndustry; Ministry of the Environment; Tokyo Metropolitan Government; Tokyo Convention & Visitors Bureau;
Japan External Trade Organization (JETRO); Japan Business Federation (Keidanren); The Japan Chamberof Commerce and Industry; The Tokyo Chamber of Commerce and Industry

Keynote Speech

Tokyo Big Sight, Conference Tower 7F
International Conference Room Sept 21 (Thu), 10:30 - 11:00

Sustainable Tourism for Development

Collaboration:

Efforts by Mexico and Malaysia were introduced in the keynote speech
Efforts by Mexico and Malaysia, nations recognized in growing their tourism industry,
were introduced at the Global Tourism Forum.
Mr. Javier Guillermo, Chief of the International Affairs Division for the Secretary of
Tourism United Mexican States, read the speech on behalf of the Honorable Mr. Enriquede la Madrid Cordero, Secretary of Tourism, United Mexican States who had to return to
Mexico due to the large-scale earthquake in Mexico City. In the speech, he shared the historicbackground how the economy of Mexico, once reliant on petroleum, had transformed to
become an open market supported by multiple industries including tourism. Tourism also
serves as the key in measurable terms involving economic gaps among areas, reducing poverty,saving the environment, preserving traditional culture, and addressing overpopulation in
the metropolitan areas. The Mexican government will conduct tourism development support
involving SME (small and medium-sized enterprises) and remote area.
It was followed by the Honorable Dato’ Seri Mohamed Nazri bin Abdul Aziz, Ministerof Tourism and Culture, Malaysia, who emphasized the importance of more “inclusive andsustainable” tourism development. Malaysia aims to establish itself as the world’s largest
ecotourism destination, with goals aimed at increasing in the number of inbound visitors by
150% by 2020, with an increase in tourism spending by 300%. He also revealed that the ecoresort development plan in the Perhentian Islands in Terengganu is a project that calls for thefull participation of all stakeholders, strong leadership, continual monitoring and the ability
to solve problems to attain its goals.

Mr. Javier Guillermo

The Honorable Dato’ Seri
Mohamed Nazri bin Abdul Aziz

Keynote speaker
The Honorable Enrique de la Madrid Cordero(Secretary of Tourism, United Mexican States)(Presented by Mr. Javier Guillermo, Chief of theInternational Affairs, Division for the Secretaryof Tourism, United Mexican States)

The Honorable Dato’ Seri Mohamed Nazri bin
Abdul Aziz
(Minister of Tourism and Culture, Malaysia)

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2017Part 2Forum

Tourism EXPO Japan Ministerial Round Tablein collaboration with UNWTO

Sept 21 (Thu)
11:00 - 12:30

First Ministerial Round Table Held in Tokyo
Reveals Efforts of Global Sustainable Tourism

Collaboration

The Ministerial Round Table (Part 2 of the Global Tourism Forum)
addressed sustainable tourism with 13 tourism ministers and directorsof tourism and national associations, representatives from the United
Nations World Tourism Organization (UNWTO), the World Travel& Tourism Council (WTTC), and the Pacific Asia Travel Association(PATA.)
It marked the inaugural efforts to conduct a Round Table on
tourism with a wide representation from Asia, Africa, Europe,
Oceania, and South America. Concrete efforts and examples fromeach country, initiatives and goals for the future were shared, in partdue to the United Nations having proclaimed 2017 as the “InternationalYear of Sustainable Tourism for Development.”
Representing the host country of Japan were Mr. Akihiko Tamura
of Japan Tourism Agency and Mr. Tetsuro Tomita, the Japan Business
Federation (Keidanren) in this session. In a video message Dr. Taleb
Rifai, Secretary-General, UNWTO, called to all the audience that“the realization of the international sustainable development by 2030
depends on how we in the tourism industry can contribute.”
Ms. Anita Mendiratta, Special Advisor to the UNWTO SecretaryGeneral, served as moderator of the session.
Club Med Café in the conference tower
Club Med hosted a cafe on trade and press days,
T hu r s d ay, S e p t . 21 a n d Fr i d ay, S e p t .
22, of fering cof fee break space to theparticipants of the Global Tourism Forumand symposium.

Video Message: Dr. Taleb Rifai (Secretary-General, UNWTO)

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Moderator:
Ms. Anita Mendiratta (Special Advisor to the Secretary-General of the
UNWTO)

Panelists:
Mr. John O’Sullivan (Managing Director, Tourism Australia, Commonwealthof Australia)

H.E. Mr. Chantha Tith (Deputy Minister of Tourism, Kingdom of Cambodia)
Dr. Adla Ragab (Vice Minister of Tourism, Arab Republic of Egypt)
Mr. Christian Mantei (General Manager, Atout France, French Republic)
Mr. Akihiko Tamura (Commissioner, Japan Tourism Agency, Ministry of Land,
Infrastructure, Transport and Tourism)

Mr. Sergejus Tichomirovas (Advisor to the Minister of Economy, Republicof Lithuania)

The Honorable Dato’ Seri Mohamed Nazri bin Abdul Aziz
(Minister of Tourism and Culture, Malaysia)

H.E. Mr. U Ohn Maung (Union Minister for Hotels and Tourism, Republic of
the Union of Myanmar)

Ms. Anita Mendiratta

H. E. Ms. Marcela Bacigalupo (Minister of the National Tourism

Secretariat, Republic of Paraguay)

H.E. Ms. Wanda Corazon T. Teo (Secretary, Philippine Department ofTourism, Republic of the Philippines)

H.E. Ms. Tokozile Xasa (Minister of Tourism Republic of South Africa)
H.E. Ms. Kobkarn Wattanavrangkul (Minister of Tourism and Sports,
Kingdom of Thailand)

H.E. Mr. Aziz A. Abdukhakimov (Chairman, The State Committee of the

Republic of Uzbekistan for Tourism
Development)
Mr. Tetsuro Tomita (Chair, Committee on Tourism Japan Business Federation,
President and CEO, East Japan Railway Company)
Ms. Sarah Mathews (Chairperson, Pacific Asia Travel Association)
Mr. Xu Jing (Director - Executive Secretary of the General Assembly andExecutive Council, Regional Director for Asia and the Pacific,
UNWTO)
Mr. Gerald Lawless (Chairman, World Travel & Tourism Council)

Mr. John O’Sullivan

H.E. Mr. Chantha Tith

Dr. Adla Ragab

Mr. Christian Mantei

Mr. Akihiko Tamura

Mr. Sergejus Tichomirovas

The Honorable Dato’ Seri Mohamed
Nazri bin Abdul Aziz

H.E. Mr. U Ohn Maung

H.E. Ms. Marcela Bacigalupo

H.E. Ms. Wanda Corazon T. Teo

H.E. Ms. Tokozile Xasa

H.E. Ms. Kobkarn Wattanavrangkul

H.E. Mr. Aziz A. Abdukhakimov

Mr. Tetsuro Tomita

Ms. Sarah Mathews

Mr. Xu Jing

Mr. Gerald Lawless7

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2017 Forum

Asian Tourism Leaders' Forum
3-Year
Theme

Sept 21 (Thu) 13:30 - 17:15
Tokyo Big Sight, Conference Tower 6F,
Conference Room 605/606

Sustainable Tourism forDevelopment-Asia, Driving Force and Inspiration

2017
Theme

Sustainable Tourism BusinessOpening Speech

13:30 - 13:40［Opening Speech］［Congratulatory Speech］（Chief, Regional Support Office for Asia and the Pacific, UNWTO）（Secretary, Philippine Department of Tourism）

Examples of Innovation
That is Changing Asia

International Cooperation is
Needed for Sustainable Tourism
for Development

Among the Continuous growth of tourism in Asia, the travel
and tourism industry has witnessed and itself became the sourceof innovation.
Top Asian leaders gathered to share their experiences andleading examples of contributions, including new policies, businessmodels in helping to promote sustainable tourism. Through theexchanges shared in this forum, I believe it will lead to new ideas
for tourism and enforce ties among the participants.

The number of visitor arrivals in Asia increased 9% in 2016 overthe last year, a rate twice the global average rate of growth. According
to UNWTO, an estimated 57% of the number of international visitor
arrivals by 2030 will be from Asia and other emerging nations
and regions. Recognizing this, it is necessary to share examples
and cooperate internationally in maintaining sustainable tourism
development. I hope today will be a fruitful opportunity.

Prof. Yoshiaki Hompo

H.E. Ms. Wanda Corazon T. Teo

Keynote Speech Global Trends in Sustainable Tourism

13:40 - 13:55［Speaker］

Prof. Graham Miller（Distinguished University Professor, Deputy Director, Center of Tourism
Research, Wakayama University; Executive Dean, Faculty of Arts and Social
Sciences, University of Surrey）

Support of objective data is
indispensable in sustainable tourism
Professor Miller stated that collection and sharing of objective data
is indispensable in sustainable tourism. The Consumer Goods Forum(CGF) – the International trade organization attracting such major
corporations such as Nestle and Unilever -- shares information of
topics regarding sustainability, such as climate change and food waste,
which serves as an important example in tourism, too. The Universityof Surrey, England, and Griffith University of Australia, launched a
website, with cooperation of each field in tourism industry that offers

data regarding tourism and sustainability. If there is a standard meansof measurement, such as CO2 emissions by hotels and aircrafts, we canpredict the number of visitor and how to handle them. For sustainable
tourism, he believes it is important to collect these objective data andbroadly share them.

WTTC Networking Reception
Co-organizer: World Travel & Tourism Council (WTTC), Japan Travel and Tourism Association(JTTA), Japan Association of Travel Agents (JATA), Japan National Tourism Organization (JNTO)

Members of World’s Tourism Industry, Government Exchange Opinions
A reception co-organized with World Travel & Tourism Council (WTTC) was held for the second consecutive
year. Mr. Gerald Lawless, Chairman of WTTC greeted everyone, adding that, “WTTC will fully support Japan’s
tourism industry which is continuing its expected growth.” The WTTC Global Summit held every April takes
place in Buenos Aires, Argentina in 2018.
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Panel Discussion

14:00 - 16:45［Moderators］

Ms. Sarah Mathews (Chairperson, PATA) (Session 1 & 2)
Prof. Graham Miller (Session 3 & 4)
Mr. Masato Takamatsu(Managing Director & Chief Research Officer, JTB Tourism Research & Consulting Co.)
Ms. Sarah Mathews

Prof. Graham Miller

Mr. Masato Takamatsu

Session ❶ 14:00 - 14:30 Theme: Contribution to sustainability of destinations and communities
Panelists: Mr. Isato Kunisada, Mayor of Sanjo City, Niigata Prefecture (Japan), Mr. Tashi Tenzin, Head of Services Division, Tourism Council of Bhutan

Niigata’s “Tsubame-Sanjo Kouba Festival” and Bhutan’s Tourism Policy
The fifth Tsubame-Sanjo Kouba Festival” held in the Tsubame-Sanjo area in Niigata includes factories opening up to visitors.
The area is known for its craftsmanship of metalwork. About 40% of the visitors are from outside of Niigata. Mayor Kunisada of
Sanjo City explained “the industry was facing a shortage of craftsmen, but thanks to the festival it has attracted young successors
from outside of the area.”
Meanwhile, Bhutan, which began its tourism industry in 1974, aims at providing added value and minimizing the impact on
the environment while advocating four principles: responsible tourism, authenticity, high quality, and uniqueness. All foreign
visitors – who are required to have visa and a qualified guide -- spend over USD200 per day per person. “These requirements help
maintain a low impact on the environment,” said Mr. Tashi Tenzin, Head of Services Division, Tourism Council of Bhutan.

Mr. Isato Kunisada

Mr. Tashi Tenzin

Mr. Hiran Cooray

Mr. Benoit Rulleau

Ms. Lindsey Reding

Mr. Naomi Tomita

Session ❷ 14:30 - 15:00 Theme: Contribution to sustainable global environment
Panelists: Mr. Hiran Cooray, Chairman, Jetwing Hotels Ltd. (Sri Lanka)

Mr. Benoit Rulleau, Corporate Executive Vice President (Chief Technical Officer), Kansai Airports (Japan)

Environment Efforts of Sri Lankan Eco Resort and Kansai Airports
Jetwing Vil Uyana is a Sri Lankan resort known for its luxurious villa, built from scratch, now boasting a man-made pond
and a natural environment with a diverse ecosystem. Mr. Cooray, Chairman of Jetwing Hotels Ltd. recalls, “It was a challenging
project, which took six years to generate profit compared to other hotel projects that generally take three to four years.”
Kansai Airports, operator of Kansai and Itami Airports, take a proactive approach to environmental measures. “Allcombustible waste and waste water generated at Kansai Airports are processed in disposal plants located within the island,”explained Mr. Rulleau, Corporate Executive Vice President, Kansai Airports. Both airports set specific Key Performance
Indicators in efforts to meet their goals.

Session ❸ 15:15 - 15:45 Theme: Sustainable business
Panelists: Ms. Lindsey Reding, Client Relations Manager, Andaman Discoveries (Thailand)

Mr. Naomi Tomita, P resident & CEO, hapi-robo st, Inc.; Director & CIO, H.I.S. Co., Ltd.
Executive Advisor & CTO, Huis Ten Bosch, Co., Ltd. (Japan)

Community-led Tourism and Sustainable Business Model
A non-profit organization established in 2005, Andaman Discoveries plays an active role in Phang Nga Province, affected by
the 2004 Indian Ocean earthquake and tsunami. Ms. Reding, Client Relations Manager, Andaman Discoveries, explained its “ideaof tourism was brought up from the local residents as a means of preserving the local culture and natural environment.”
CIO of H.I.S. Groups, Mr. Naomi Tomita emphasized the concept of “E-Trinity, which encompasses personal happiness (Ego),
economy to earn profits (Economy), and environment preservation (Environment) as a model for sustainable business. I don’t
prefer the term CSR. The “R” or Responsibility indicates a social contribution as an imposition for winning. I would rather prefer
the term CSV (Creating Shared Value) as it refers to “sharing a common value.”

Session ❹ 15:45 - 16:15 Theme: Contribution to sustainable employment

Mr. Inthy Deuansavan Mr. Yoshikazu Higashi

Panelists: Mr. Inthy Deuansavan, CEO & Founder, Green Discovery & Inthira Hotels and Restaurants (Laos)

Mr. Yoshikazu Higashi, Chairman & CEO, Okinawa Tourist Service Inc. (Japan)

Employment in Laos and Okinawa
The concept of ecotourism was introduced into Laos in 2001, when New Zealand and Laotian governments conducted a joint
project. “The Tourism industry of Laos is still in its infancy, but tourism brought about employment beyond the city limits,” said
Mr. Inthy Deuansavan, who has been involved in tourism business in Laos for about 20 years.
Of 700 employees at Okinawa Tourist Service, more than half are women, with women making up half of management
positions. “For stable employment, back-up support for child care and nursing is important. Female employees return fromraising children and nursing serve important workforces,” said Mr. Higashi, Chairman & CEO, Okinawa Tourist Service Inc.,
which opened up in-house day-care center available to other companies in the area.

Wrap-up Discussion 16:15 - 16:45 Theme: Sustainable tourism businessNetworking
16:45 - 17:15

A networking session was set
aside to allow the speakers andaudiences to exchange businesscards and information, giving
them an opportunity to enhancetheir networks.

Panelists: Ms. Sarah Mathews / Prof. Graham Miller / Mr. Masato Takamatsu

More than Compatible Business and Sustainability and Growth Rate Needed
Prof. Miller and Ms. Mathews, moderators of panel discussions, joined Moderator Takamatsu on stage to share their thoughts
about the four sessions. Ms. Mathews said that long-term yield is guaranteed with sustainability and that pride in work among
employees will be heightened. Professor Miller commented “Although growth is always an actionable assignment, it’s importantto think of what to accomplish beyond the growth rate.” Panelists and moderators discussed “overtourism” as audience
questioned the standard needed to measure overtourism.

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2017 Forum
Thematic Symposia
Sept 22 (Fri) Tokyo Big Sight, Conference Tower 6F, Conference Room 605/606

Domestic Tourism Symposium
Theme

10:00 - 12:00

What will the Impact of DMO be on Tourism
Development in Japanese Regions?
- Looking for the best marketing & management models fordestinations popular with foreign visitors

Importance of Themes, Messages that Connect People and Regions
Amid efforts to attract international visitors to regions of Japan, it is important to have themes
and messages that capture the regions’ essence, said Mr. Kitagawa, director of the Echigo-Tsumari
Art Field and Setouchi Art Festival during his keynote lecture. “Tourism was born by changing therelationship between an area and people, creating a gallery through art.”
A panel discussion looked at the Japanese version of DMOs. Ms. Noriko Tada shared how
maintaining the town’s roots through creativity can lead to appreciation by international visitors,
which is more important than having a boom. Mr. Masayuki Onishi said, “there is a strong sense ofcrisis” in the town over the decline of the population but that tourism can help stem the decline. The
town raised the bathing tax in efforts to generate resources for the town’s development. Meanwhile,
Mr. Tadayoshi Asai pointed out that “the establishment of DMOs requires beneficial cooperation
with the administration and local financial companies in terms of securing funds. “It’s not justinviting people. It is important to connect people and the region with a clear message," said Ms.
Sarah Mathews.

Mr. Fram Kitagawa

Mr. Yuichi Yamada

Mr. Masayuki Onishi

Ms. Noriko Tada

Mr. Tadayoshi Asai

Ms. Sarah Mathews

Keynote Speech: Best Practice of Attracting Travelers to Regions by Art (30 minutes)
Mr. Fram Kitagawa (Representative Director and Chairman, Art Front Gallery Co., Ltd.)
Panel Discussion (90 minutes)
Moderator: Mr. Yuichi Yamada (Chief Researcher & Associate General Manager, Tourism Research Department
Japan Travel Bureau Foundation)

Panelists : Mr. Masayuki Onishi (Chief Director, Board Chairman, Akan Tourism Association & Community
Development Promotion Organization)

Ms. Noriko Tada (Director, Tanabe City Kumano Tourism Bureau)
Mr. Tadayoshi Asai (General Manager, Regional Planning Department, Development Bank of Japan Inc.)
Ms. Sarah Mathews (Chairperson, PATA / Head of Destination Marketing APAC, TripAdvisor)

Inbound Travel to Japan Symposium
Theme

13:00 - 14:30

Appraising the Travel Promotion of Japan in theEuropean, American and Australian Markets

Appraising Japan’s Travel Promotion in the European, American, and Australian Markets
Japan aims to increase the number of visitors to 40 million visitors by 2020 and to 60 million by
2030. Longer stays and further growth are expected in the consumption of the European, Americanand Australian markets, a development that would further boost the economic effect in Japannow faced with a declining population. Mr. Eiji Maruyama from Takayama City, which alreadysucceeded in attracting visitors, introduced its efforts, including multi-language maps, special
interpreter guides exclusively in the Hida region. “The Japanese countryside, not just Takayama
City, is full of charms that visitors from Europe, America, and Australia would like to see, such as
rural view and old town.”
Mr. Toshiro Maruyama of Hakuba Onsen Ryokan Shirouma-so, a small-scale inn that largely
handles inbound visitors from Australia during skiing season, said that visitors from Europe,
America and Australia look for a more relaxed travel style. Those visitors while enjoying popular
tourist spots do appreciate spending slow time in one place only too. “Area-wide cooperation isindispensable. In addition to the attractive contents, we need facilities such as cafes where guests
can enjoy their time reading books and have high-quality experiences.”
Mr. Christian Mantei from France said, “Foreigners don’t just visit because it’s a different
country, we choose to visit because it’s Japan. Each region should make efforts to promote theircharacteristics by maintaining their culture and identity.”

Moderator: Mr. Akira Ninagawa (Executive Director, Global Marketing Department, Japan National Tourism Organization (JNTO))
Panelists : Mr. Christian Mantei (General Manager, Atout France)
Mr. Eiji Maruyama (Executive Director, Overseas Marketing Strategy Department, City of Takayama)
Mr. Toshiro Maruyama (General Manager, Hakuba Onsen Ryokan Shirouma-so)

Mr. Akira Ninagawa

Mr. Christian Mantei

Mr. Eiji Maruyama

Mr. Toshiro Maruyama

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Overseas Travel SymposiumTheme

15:30 - 17:00

Looking for the Best Ways to
Identify and Meet the Needs ofPotential Travelers

Responding to Changes in Japan’s Tourism Industry
In an era of population responsibilities, diversifying travel patterns and a different
purchasing environment are changing the international travel market. As the online
bookings of overseas tour products increase and the competition among travel agencies
escalates daily, it is essential to analyze demand to be able to secure further growth.
Mr. Guillermo Eguiarte in the keynote speech said, “We need to contend with a newmarket, new challenges, and new products. Approaching younger generations, especiallymillennials, will be important, while adding cultural value to classical destinations.”
Mr. Victor Lopes, referring to the changes in the tourism industry globally, including
Japan, pointed out that the era of “One Size Fits All” no longer exists. Developing
products not only suited to FITs, but also based on marketing involving diversity,
women’s social advancement, generations and the LGBT community is necessary. Mr.
Yoshiharu Matsumoto, a tour producer, shared a successful example of direct-chartered
tours to Samarkand, Uzbekistan by partnering with other companies. “Raising ideas andcooperating with other companies in joint charters can lead to expanding the market.”
Keynote Speech: The Prospect of Japanese Overseas Travel
Market (30 minutes)
Mr. Guillermo Eguiarte (Director, Mexico Tourism Board)

Seminar forStudents

Tourism Industry Study Seminar
Organizer: Japan Association of Travel Agents (JATA)

Mr. Guillermo Eguiarte

Mr. Toru Ikuta

Mr. Yoshiharu Matsumoto

Mr. Victor Lopes

Panel Discussion (60 minutes)
Moderator: Mr. Toru Ikuta (President & CEO, JTB World Vacations, Inc.)
Panelists : Mr. Yoshiharu Matsumoto (President, World Air-Sea Service Co., Ltd.)Mr. Victor Lopes (Representative Director & President, Kuoni Japan Co., Ltd.)Mr. Guillermo Eguiarte

Seminar forStudents

Industry-Academic Cooperative Tourism Seminar

Organizer: Japan Travel and Tourism Association(Public Interest Incorporated Association)
Co-organizer: Japan Student Tourism Association

Providing Information to Future Travel Industry Professionals

Students’ Ideas, Plans for Tourism Promotion AwardedFirst-hand information from experts were provided to college
students interested in working in the tourism industry. Participating
in a school-style seminar, the students listened to Mr. Yoshikazu
Higashi, Chairman of Okinawa Tourist Service, who touched onwhat tourism managers consider desirable features in their futurecolleagues. Prof. Graham Miller of University of Surrey spoke about
the significance of studying tourism and its future. Mr. Toshiro
Yajima, General Manager of Public Relations, JATA, covered the
topic “What’s Going on in the Tourism Industry Today?” Later, six
young employees shared with senior tourism professional, theirambitions in the industry and about its rewards, while three staff
from human resources provided advice on recruitment activities.

Ideas and plans for tourism promotion were recruited fromuniversity and college students. Of 27 groups that entered,
eight schools were selected in a preliminary screening andmade presentations. The Grand Prize was awarded to Setsunan
University, Osaka, for “Vitalizing Tourism and the Region Without
Cash --From Marketing-based Tourism to Tourism Finance.”
The Excellence Award went to Yamaguchi Prefectural University
for “In Search of the Taste of Pilgrimage - a Gastronomic Scene
Project.” Mr. Takanori Suzuki, Chief of Tourism Industry Division,
Japan Travel Agency and Mr. Minoru Kubota, Vice President of
JTTA presented the awards while Prof. Tetsuo Shimizu of Tokyo
Metropolitan University, and juror, provided comments.

260 tourism college students attended the seminar

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2017 Forum
Tourism Innovation Seminars
Sept 22 (Fri) Tokyo Big Sight, Conference Tower 7F, Conference Room 703

Sustainable Regional Tourism Development Seminar
Theme

9:30 - 12:30

Secrets to Successful Sustainable
Regional Tourism Promotion in Asia

Each Region Shared Sustainable Regional Tourism Development
In the joint seminar with Japan Environmental Education Forum (JEEF), Mr. Kumada shared
three successful examples of regional tourism development in Japan and Asia, after his opening
greeting “Tourism Can Help Solve Poverty and Hunger.” Ms. Hirai introduced ecotourism
in Hanno City, Saitama, pointing to “efforts that lead to affinity and pride in the region, andrecognition of regional resources.” Mr. Takadera touched on the tourism development process
in Vietnam, explaining that the difficulty is not the “development itself, but drawing people.”
Mr. Yamada referred to the necessity of having a business point of view as “unit prices areimportant to consider for the region’s sustainability.”
A panel discussion was joined by two more panelists, each discussing
topics regarding promotions and sustainable regional tourism development.
“Having a number of reviews is a key to appearing in search engines,” said
Mr. Makino while Ms. Matsuo expressed that “the importance is seeing
through the eyes of customers.” At the end, moderator Mr. Sameshima cited“cooperation of logistics and regions” as the next objective.

Organizer: Japan Environmental Education Forum (JEEF)
Opening Greeting: M
 r. Junichi Kumada (Manager, Third Division, JTB Tourism Research& Consulting)Presentations
1. Citizen participation in ecotourism in Hanno-City, Saitama
Ms. Junko Hirai (Chairman, Hanno City Ecotourism Promotion Council/ Professor of

Mr. Junichi Kumada

Panel Discussion
Theme: Secrets to Successful Sustainable Regional Tourism Promotion in Asia
Moderator: Mr. Taku Sameshima (A s s ocia te P r o fes s or, Tourism S t udies,
Komazawa Women’s University)

Panelists: three presenters
Mr. Tomoe Makino (Country Manager, TripAdvisor)
Ms. Akane Matsuo (JEEF International Department, Representative in Bhutan)
Closing remarks: Mr. Takashi Seo (Secretariat, JEEF)

Universal Tourism Symposium
Theme

Mr. Keiichiro Takadera

Mr. Taku Yamada Mr. Taku Sameshima Mr. Tomoe Makino Ms. Akane Matsuo

Modern Literature, Surugadai University)

2. Citizen-centered regional vitalization in Vietnam’s minority race region
Mr. Keiichiro Takadera (JICA Tourism Development Expert)
3. Efforts of SATOYAMA EXPERIENCE in Hida Furukawa, Gifu
Mr. Taku Yamada (President, Chura-boshi Company)

Ms. Junko Hirai

13:30 - 15:00

Promoting a Barrier-free Attitude

Recognizing the Importance of Communication
Moderator Mr. Hara began the discussion, pointing out that the situation of tourism
for the disabled has not improved regardless of implementation of the Act for Disability
Discrimination. From an administrative point of view, Mr. Mitarai suggested that the “upcoming
Olympic/Paralympic Games pose a good opportunity to think about a social model for thedisabled,” while Ms. Taguchi raised the point from a disabled person’s perspective, saying that
ignorance is the issue. Mr. Takao, owner of an accommodation facility embracing the mottoof a “barrier-free attitude,” said that, “it is important to clarify what can be done.” Mr. Tanaka
expressed the importance for those in the tourism industry to “keep moving forward throughactive communication.”
Each panelist recognized the practicality of the panel discussion, which closed with Mr. Hara,saying, “the keyword of future universal tourism promotion is definitely to have a barrier-freemind and active communication. The tourism industry nationwide should make progressive
efforts toward 2020.”

Mr. Yuji Hara

Mr. Jun Mitarai

Ms. Aki Taguchi

Organizer: JATA Act for Disability Discrimination Special Committee
Moderator: Mr. Yuji Hara (Chairman, JATA Act for Disability Discrimination Special Committee/President, Kaze Travel)
Panelists: Mr. Jun Mitarai (Counselor, Promotion Secretariat of the Headquarters for the Tokyo 2020 Olympic and Paralympic Games, Cabinet
Secretariat)

Ms. Aki Taguchi (Publicity and CSR Group, NYK Line/Paralympian for Japanese national shooting team in Athens, Beijing, London Olympic Games)
Mr. Kensuke Takao (President, Monya, Shirahama, Minami-Boso)
Mr. Hozumi Tanaka (Manager, Tour Assist Division, CS Promotion, ANA Sales Co., Ltd.)Mr. Kensuke Takao Mr. Hozumi Tanaka

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Luxury Travel Seminar
Theme

16:00 - 17:30

Luxury Travel Market in Japanand the World

Concept of Luxury: Personalization
In its seminar focusing on luxury travel, organizer The New York Times revealed
the world’s top places to visit every year. In the keynote speech in part 1, Ms. Phua saidin the list “the winner is the traveler,” explaining how luxury travel today is shifting to“travel customized for the traveling self” or “experiential travel” in which “travelers seek
authenticity more than ever.” Three panelists expressed their views of luxury travel inPart 2 of the session moderated by Ms. Phua. Discussions included the national character
differences among Asians and roles that IT contributes to luxury travel. “Social media areat turning point and attention is needed to know how to best use them,” said Mr. Chong.
“It is necessary to capture the market in a broader sense,” explained Mr. Kashiwagi.
Ms. Kakimoto added that there is an “urgency in acquiring personnel who can provide
consultation amid the rise of OTAs in the market.”Ms. Helena Phua

Mr. Joseph Chong

Mr. Takahisa Kashiwagi

Ms. Yoshiko Kakimoto

Organizer: New York Times
Keynote Speech (30 minutes)
Ms. Helena Phua (Executive Vice President, Asia Pacific, The New York Times)
Panel Discussion (60 minutes)
Moderator: Ms. Helena Phua
Panelists: Mr. Joseph Chong (General Manager & Managing Director, The Peninsula Shanghai Complex)
Mr. Takahisa Kashiwagi (Executive Vice President, JNTO)
Ms. Yoshiko Kakimoto (Royal Road Ginza Division, JTB Tokyo Metropolitan Corp.)

Regional Vitalization Networking Forum--There is Demand for Tourism Everywhere

Sept 23 (Sat) 13:00-15:00
Tokyo Big Sight, Conference Tower 6F
Conference Room 605/606

Strengthen Exchange Between People to Sustain Regional Vitalization– Kesennuma City Uses Tourism in Recovery and Development Efforts
The forum “Vita lization of Regiona l Economy Ta k ing
Advantage of the 2020 Tokyo Olympic and Paralympic Games”
was held for the first time. The Mayor Kunisada of Sanjo City, said
that the city recognizes tourism as a core in regional vitalization.
The mayor of Kesennuma City in his presentation said that thecity was severely affected by the Great East Japan Earthquake.
In the city’s policy toward sustaining regional vitality throughexchanges between people, he said among its cores are to createa city with no victims in a tsunami, to rebuild a sustainable
development industry and to create a “Slow and Smart City" allbased on the concept of “living with the sea.” The policy derived
from concerns over the possibility of seeing the city disappear. The city established theKesennuma City Tourism Promotion Organization in April 2017, with the mayor as its head,aiming to realize Kesennuma’s version of a DMO.
After the forum, presentation from the companies supporting regional revitalization was
followed by networking.

Organizer: the Revitalization of Regional Economy Taking Advantage of the 2020 Tokyo Olympic andParalympic Games
Speakers: Mr. Isato Kunisada (Chairman, the Revitalization of Regional Economy Taking Advantage of the 2020

Mr. Isato Kunisada

Mr. Shigeru Sugawara

Tokyo Olympic and Paralympic Games /Mayor of Sanjo City, Niigata)

Mr. Shigeru Sugawara (Mayor, Kesennuma City, Miyagi)
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2017JAPAN TOURISM AWARDS

The 3rd

JAPAN TOURISM AWARDS
Sept 21 (Thu) 9:45 – 10:30
Tokyo Big Sight, Conference Tower,
International Conference Room
Organizer: Tourism EXPO Japan
Organizing Committee
Sponsor: JCB Co., Ltd.

Ms. Noriko Abe, Landlady of Minami Sanriku Hotel
Kanyo “The Earthquake that happens once in a
thousand years was a learning opportunity we getonce in a thousand years. We will continue to passon our stories to the future.”

Grand Prize Given to “Story-telling Bus” of Minami Sanriku Hotel Kanyo,
evaluated for its continued efforts to remember the earthquake disaster and contribution to its recovery

With 2017 proclaimed by the United Nations as “International Year of Sustainable Tourism for Development,” the 3rd annual Japan
Tourism Awards welcomed entries under the theme of sustainable tourism. Of the 239 applications received, up from 158 in 2016, thegrand prize was awarded to Minami Sanriku Hotel Kanyo’s community revitalization and social interaction initiatives through theStoryteller Bus, a project designed to help communities retain lessons learned in the earthquake. Its continued efforts, following theearthquake disaster, which helped spur the revitalization of the local economy, were highly evaluated.
The UNWTO award went to the National Council for Industrial Tourism Promotion for its continued efforts toward developing
business to expand exchange between people by providing local industry as a tourism asset, and building industrial tourism.
Mr. Yoshiaki Hompo said a wide range of entries was accepted, all with a high level of efforts that can serve as future model cases,
underscoring a new era of Japanese tourism.
National Council for Industrial Tourism Promotion

Grand Prize
Field of Domestic / Inbound Japan

Business Division◉Minami Sanriku Hotel Kanyo
Initiatives to revitalize the region throughregional/inter-regional interaction, by way of Storyteller buses designed tohelp retain lessons learned from earthquakes

Award for Excellence
Field of Domestic / Inbound Japan
Business Division◉Park Hotel Tokyo"Artist in Hotel" Project

Regional Division◉Inakadate Village Renewal Project Promotion
Council
Rice paddy art◉Oboke-Iya Ittemirukai
Encouraging inbound tourism to hidden scenic
areas

Field of Outbound Travel
Business Division◉JTB World Vacations, Inc.
JTB World Vacations, Inc. continuously develops
its‘OLI‘OLI brand with a view to creating superior
visitor convenience in Hawaii, as well as
infrastructure/services addressing current
market needs

The Japan Tourism Award
for Responsible Tourism
in collaboration with
UNWTO

◉National Council for Industrial Tourism Promotion
When industry translates to tourism: Initiatives of the
National Council for Industrial Tourism Promotion

Special Awards
Field of Domestic / Inbound JapanMedia Division◉6 Prefectures of Tohoku (Aomori, Iwate, Miyagi,
Akita, Yamagata and Fukushima) and Tohoku
Tourism Promotion Organization
Digital content promotion

Field of Outbound Travel
Media Division◉JAPAN BROADCASTING CORPORATION“Somewhere Street”

About “The Japan Tourism Award for
Responsible Tourism in collaboration
with UNWTO”
The World Tourism Organization (UNWTO) isa specialized institution established in the United
Nations and the largest tourism-oriented internationalorganization in the world with membership
including 160 states, including Japan. The world’s
tourism ethical charter is a standard adopted at the
UNWTO’s general meeting in 1999 and designed tomaximize the development of the tourism industry
while minimizing potential ill effects on the global
environment, cultural assets and society, of which
popularization and implementation activities are
considered to be one of the most important projects.
Under the Japan Tourism Agency’s initiative,
major tourism-related companies and organizationsin Japan signed up for the charter in September 2014.
In response, with the understanding and promotionof the tourism ethical charter, the Tourism EXPO
Japan Organizing Committee established a mention
system, which was designed to create a new value inthe tourism industry.

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Park Hotel Tokyo

6 Prefectures of Tohoku (Aomori,
Iwate, Miyagi, Akita, Yamagata andFukushima) and Tohoku Tourism
Promotion Organization

Division Awards

Field of Domestic / Inbound Japan
Business Division
MIKI TOURIST CO., LTD. MIKI PARTNERSHIP TOUR2017 / Tokyo Great Tours Tokyo Great Cycling TourTokyo Great Kayaking Tour Tokyo Great Running Tour/ Saga Uresino barrier free tour center Bringing
hot spring travels to everyone: barrier-free trips interms of both infrastructure and systems / SUWADA
BLACKSMITH WORKS, Inc. OPEN FACTORY / Morino-kuni Co. Daisen downhill cycling tour / GORIKI
Co.,Ltd. High-value-added small group tours of Mt. Fuji
/ WAK JAPAN Co. Cultural exposure options targeting
wealthy tourists from overseas/teacher education /Ontake Adventures Natural lake nature canoe tours/ Keio Corporation Operating the Central Honshu
Information Plaza in Keio Shinjuku, specializing in
addressing the travel needs of foreign visitors to theCentral Honshu region / HUIS TEN BOSCH.INC.
Hospitality business utilizing robots / Kumano Taiken
Kikaku Ecotourism incorporating the Kumano Kodo
Iseji Route / Picchio Wildlife Research Centre
Sustainable tourism and conservation of wildlife andplant life / YUKKURISM HOKKAIDO "Our Eco-tour thatconnects regions by delicious, fun, and feeling" / JTBMedia Retailing Corp. From reconstruction assistanceto regional/inter-regional interaction ( joint initiative ofOtsuchi-cho, Iwate Prefecture and JTB Media RetailingCorp.) / CLUBTOURISM INTERNATIONAL INC. A tourof the fifty-three stations of the Tokaido Road: traverse
them all in one trip! / Enoshima Electric Railway Co.,
Ltd. Tourism tie-up with Taiwan / East Japan Railway
Company Generating tourism flow over ten-plus years

Inakadate Village Renewal Project Promotion

JAPAN BROADCASTING CORPORATION
by way of the JR EAST “Adult Holiday Club” geared
toward seniors / Chura-boshi Company SATOYAMAEXPERIENCE / East Japan Railway Company
Operation of the cruise train "TRAIN SUITE SHIKI-SHIMA"
Regional Division
Shin-etsu Trail Club Shin-etsu Trail: rural natural
settings and cultural exposure for foreign visitors toJapan by trekking / Fukushima Prefecture "Diamond
Route" information provider project / BIWAKO-OTSU
TOURISM ASSOCIATION Tourism promotion for Otsu,
home of the traditional card game known as “karuta” /The “Experience Ogimi” Tourism Association The
blending of people, nature, and culture: a full experience of
Igimi! / Star Village Achi Tourism Promotion Council“Best Starry Sky in Japan”: A Star Village Achi initiative/ Uruma City Tourism Products Association Island
revitalization project: The Ichihanari Art Project + 3 /Kusatsu Onsen Tourism Association Kusatsu Onsen
Tourism Association DMO / Yoshimoto Laugh & Peace
Co., Ltd. Okinawa International Movie Festival/ Chichibu Omotenashi Tourism Organization
The Japanese version of the region-collaborative DMO /Okinawa Support Desk Rendering Okinawa a cuttingedge allergy-accommodating resort zone by 2020!
/ ONSEN & Gastronomy Tourism Association
ONSEN & Gastronomy Walking / Sumida Local Brand
Promoting Conference Sumida Local Brand Strategy /Ota Open Factory Executive Committee OTA OPEN
FACTORY / Komatsu City Community-building andtourism strategies based on the theme of boosting brandpower / Kurayoshi Development Project Executive
Committee Community-building linked to the rest of
the world by pop culture: successfully blending retro withmodern cool to draw tourists / Approved Specified
Nonprofit Corporation aida ueyama tanadadan A〈Explanation of Each Division〉
Business Division(Fields of Domestic / Inbound Japan and Outbound Travel)
Commendations are given for significant efforts to increase
tourism industry values and expand personal exchanges athome and abroad.
Subject to the nature of business and continuous
operations for a year or more
Regional Division(Field of Domestic / Inbound Japan and Outbound Travel)
Commendations are given for achievements to develop
attractive tourist areas under the joint cooperationof tourism-related organizations in the region andcomprehensive regional action by taking advantage of theregional tourism resources.
Media Division(Fields of Domestic / Inbound Japan and Outbound Travel)
Commendations are given to publicity/communication andpromotion media with efforts significantly contributed
to boosting and stimulating inbound / outbound tourist
demand and increasing regional values.

Oboke-Iya Ittemirukai

JTB World Vacations, Incgreat place to live, a fun place to visit: new communitybuilding / NPO Hokkaido Coalmine Heritage
Association Sorachi Mining Memories Management
Center Tourism-based community building: invigorating
the region with tours of coal mine ruins / Miyama
Tourist Association Rendering tourism more dynamic
at Miyama: a historic spot known for its intriguing thatchedroofs / General incorporated foundation, Okinawa
Convention & Visitors Bureau (OCVB) Council forProtection of Tourists During Typhoons

Republic of Kenya/Kenya Tourism Board Projectfor Improving Awareness of Kenya / MEXICO TOURISM
BOARD Addressing a New Market: “Diversificationof Regional Tourist Destinations and creation of New
Products for the new generations”

Media Division
Kyushu Asahi Broadcasting Co., Ltd Sales of theinternational version of “Confessions of Love in Fukuoka”/ Hiroshima Film Commission Promoting the appealof Hiroshima, location for the animated film “In This
Corner of the World,” through support of the film / JTB
Global Marketing & Travel inc. Complimentary mangaapplication (Ms. Green) for foreign visitors to Japan/ JAPAN BROADCASTING CORPORATION NHK
WORLD TV Journeys in Japan / LIVE JAPAN OfficeLIVE JAPAN PERFECT GUIDE TOKYO / TV TOKYO
Communications Corporation. TV TOKYO "GENSEN
IIYADO" / iNTO Asia Limited. A program to showcase
the advantages of Kamogawa, Chiba, by way of JAPANCOLLECT
Field of Outbound Travel
Business Division
Asahi Travel International Inc. Expanding on thespecialized educational travel market, developed over
five decades / H.I.S.CO.,LTD. UNIVERSAL TOURISM
DESK Tours accompanied by staff with extensive
practical experience in nursing - First trip to Paris/six
days / Kansai Airports Kanku Tabihaku – The Travel
Showcase Closest to the World / JTB Corp. JTB’s
overseas tours providing dialysis/dialysis reservation
services at all locations around the nation. Only JTB offers
this option from every location! / Princess Cruises,
Carnival Japan Inc. Growth of the Cruise market in
Japan and Establishment of Japan homeport cruises,
operated by foreign cruise lines, as a regular style oftravelling. / ATOUT FRANCE. Rendez vous en France
Regional Division
E s t onia n Tour is t B o a r d / Inves t men t a nd
Development Agency of Lat via / LithuanianState Department of Tourism Tourism Promotion
in cooperation with Baltic States / Embassy of the[Screening Committe Director]
Prof. Yoshiaki Hompo
Chief, Regional Support Office for
Asia and the Pacific, UNWTO
Professor by Special Appointment at
Tokyo Metropolitan University

Encouragement Awards

Field of Domestic / Inbound Japan
Business Division
Edison Hardware co.,ltd. Multilingual broadcast system/ Imperial Hotel, Ltd. Four directly-managed hotels
achieve simultaneous acquisition of the Eco Mark throughprojects designed to ensure a sustainable environment By realizing comfort, safety, and convenience as well as
environmental friendliness, engender value in the hotelbusiness Regional Division
Gobo/Hidaka Exhibition Executive Committee
Gobo/Hidaka Exhibition / Chiune Sugihara Route
Promotion Council Chiune Sugihara Route Promotion
Council / Regional Tourism Production Center
Regional revitalization by tourism! Building an eco-tourism(inbound) platform to change the region for the better
Field of Outbound Travel
Business Division
NAVITIME JAPAN Co., Ltd. Development and providing"NAVITIME Transit" - a transit service for around the world.
Regional Division
Kaunas IN Sugihara route

Efforts Awards

Field of Domestic / Inbound Japan
Business Division
Japan Airlines Co., Ltd. Planning and operation of“JAL Guide to Japan,” a site introducing Japan to foreign
visitors, and “Explore Japan,” a promotional site also
targeting foreign visitors to Japan
Business Division
JTB Tokyo Metropolitan Corp. Royal Road Desk,
Royal Road Ginza We celebrated the 30th anniversaryof Royal Road, our high-end tailor-made option, last year.
Royal Road was first introduced on the market as a luxury
high-end travel plan.

〈Screening Committee Members for Domestic, Inbound, and Outbound Travel〉
Mr. Yoshiro Ishihara
Mr. Tadayoshi Asai

Director, Editor in Chief, WING Aviation Press Co., Ltd.
General Manager, Regional Planning Department, Development Bank of JapanInc.
Mr. Masayuki Wakui
Professor, Landscape Architect (J.R.L.A.), Faculty of Environmental Studies,Tokyo City University
Mr. Takamasa Sato
Ex-Director-General, Service Industry Department, Japan External Trade
Organization(JETRO)
Mr. Yoshiyuki Oshita
General Manager, Center for Arts Policy & Management, Mitsubishi UFJ Researchand Consulting Co., Ltd.)Mr. Manabu Shishido
Professor, Department of Tourism Management, Faculty of Commerce, Yokohama
College of Commerce
Mr. Adam Fulford
CEO, Fulford Enterprises, Ltd.
Mr. Ryoichi Matsuyama President, Japan National Tourism Organization (JNTO)
Mr. Norio Yamaguchi
Chairman & CEO, Japan Travel and Tourism Association
Mr. Hiromi Tagawa
Chairman, Japan Association of Travel Agents〈S creening Committee Members for Japan Tourism Award for Responsible
Tourism in collaboration with UNWTO〉
Mr. Hiromi Tagawa
Mr. Shigeto Kubo
Mr. Ryoichi Matsuyama
Mr. Tadashi Shimura

Chairman, Tourism EXPO Japan Executive Committee
President, Japan Travel and Tourism Association
President, Japan National Tourism Organization (JNTO)
President, Japan Association of Travel Agents

Tourism EXPO Japan 2017 The Special Award
Philippine Department of Tourism
Republic of the Philippines

Awarded for its contribution to increasing Japanese visitors to thePhilippines through developing new study abroad, long stay, and “girls’
travel” promotions in addition to the attraction of beach resorts.

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2017

Official Events

WELCOME R

Travel Festival Begins Brilliantly With Focus on B2B Networks
The welcome reception for participants and visitors following the first day of business meetings, aimed at strengthening B2B
networking among stakeholders in the industry. Venues for outbound, inbound and domestic travel were separated to further
enhance the relationship among eligible participants for better success.

WELCOME RECEPTION JAPANTokyo Big Sight, East Exhibition Hall 8, Number of Visitors: 1,200［Speakers of the unveiling ceremony］
Guests: Mr. Keiichi Ishii, Minister, MLIT / Mr. Tsukasa Akimoto, State Minister, MLIT / Dr. Adla
Ragab, Vice Minister of Tourism, Arab Republic of Egypt / Mr. Christian Mantei, General
Manager, Atout France, French Republic / Mr. Sergejus Tichomirovas, Advisor to the
Minister of Economy, Republic of Lithuania / The Honorable Dato’ Seri Mohamed Nazri
bin Abdul Aziz, Minister of Tourism and Culture, Malaysia / H.E. Ms. Marcela Bacigalupo,
Minister of the National Tourism Secretariat, Republic of Paraguay / H.E. Ms. Wanda
Corazon T. Teo, Secretary Philippine Department of Tourism, Republic of the Philippines /H.E. Ms. Tokozile Xasa, Minister of Tourism, Republic of South Africa / H.E. Ms. Kobkarn
Wattanavrangkul, Minister of Tourism and Sports, Kingdom of Thailand / H.E. Mr. Aziz
A. Abdukhakimov, Chairman, The State Committee of the Republic of Uzbekistan for
Tourism Development / Mr. Koremitsu Sannomiya, Deputy Chairman, JCB International
Credit Card CO., LTD. / Mr. Masaru Onishi, Director, Chairman, Japan Airlines Co., Ltd. /Mr. Takashi Shiki, Senior Executive Vice President, Member of the Board, ALL NIPPONAIRWAYS CO., LTD. / Mr. Tetsuro Tomita, Chair, Committee on Tourism Japan Business
Federation / Ms. Sarah Mathews, Chairperson, Pacific Asia Travel Association (PATA)/ Mr. Xu Jing, Director - Executive Secretary of the General Assembly and Executive
Council, Regional Director for Asia and the Pacific, World Tourism Organization (UNWTO)/ Ms. Anita Mendiratta, Special Advisor to the Secretary-General of the UNWTO / Mr.
Gerald Lawless, Chairman, World Travel & Tourism Council (WTTC))
Organizer: Norio Yamaguchi, Chairman & CEO, Japan Travel and Tourism Association /Hiromi Tagawa, Chairman, Japan Association of Travel Agents / Ryoichi Matsuyama,
President, Japan National Tourism Organization (JNTO)

Japan Meets with Global Stakeholders in Aim to
Become Tourism Nation

Stakeholders of inbound and domestic tourism gathered at the WELCOMERECEPTION JAPAN, where Mr. Ryoichi Matsuyama, President of Japan National
Tourism Organization (JNTO) opened the event: “Tourism is an important industry, We
are making efforts together with the public and officials to build mutual understanding
and promote regional revitalization.” Messages underscoring Japan’s strong efforts in
Mr. Keiichi Ishii,
Mr. Ryoichi
striving toward becoming a leading tourism nation were delivered by guests Mr. Keiichi
Matsuyama, President, Minister, Ministry ofIshii, Minister of MLIT, and Mr. Yoshihide Suga Chief, Cabinet Secretary.
Land, Infrastructure,
After an unveiling ceremony by key global industry leaders, Secretary of Philippines Japan National Tourism Transport and Tourism
Organization (JNTO)
Department of Tourism, H.E. Ms. Wanda Corazon T. Teo welcomed the event with a toast.
The reception included a speech by Ms. Shiho Takada, 2017 Miss Japan Grand Prix
Award holder. The invited participants, including buyers from business meetings and media, were welcomedwith performances and attractions, andfood that inspired the image of Japan.
Each guest received souvenir DVDs
containing Japanese contents.

H.E. Ms. Wanda Corazon T. Teo, Secretary Philippine
Department of Tourism, Republic of the Philippines
ITO EN, LTD JAL JETS

Mr. Yoshihide Suga,
Chief Cabinet
Secretary

Ms. Shiho Takada,2017 Miss Japan
Grand Prix Award

JAL JETSJapan Sake Fan Tour Promotion Council
Henshin Kabuki (NTT)DRUM TAO
4K video (TOPPAN)ANIME TOURISM ASSOCIATION
ili (Logbar Inc.)

WiZ（KIPS）

National Parks of Japan
Local Promotion Characters greeting

16_17_2017_EG.indd 16

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E RECEPTION
Sept 21 (Thu) 18:30 – 21:00
Sponsors: Japan Airlines Co., Ltd.; ALL NIPPON AIRWAYS CO., LTD.; Travelport Japan K.K.; ITO EN, LTD.

WELCOME RECEPTION WORLDTokyo Big Sight, Conference Tower Reception Hall, Number of Visitors: 600

Jungo Kikuma,
Vice Chairman, Japan
Association of Travel
AgentsMr. Tsukasa Akimoto,
State Minister ofLand, Infrastructure,
Transport andTourism

Mr. Osamu Tokairin,
Akihiko Tamura,Commissioner, Ministry Managing Director ofof Land, Infrastructure, Travelport Japan K.K.
Transport and Tourism
Japan Tourism Agency

World Found in Different Venues
Invited outbound stakeholders attended the WELCOME RECEPTION WORLDat different venues for six global areas: East Asia, Asia, Oceania & Pacific, North andSouth Americas, Europe, Middle East & Africa, where stakeholders from each area
spoke.
Mr. Jungo Kikuma, Vice Chairman of JATA, in his greeting said, “the numberof outbound travelers is estimated to reach 18 million people this year, several years
since it last recorded that level. We would like to promote international travel throughthe Japan Outbound Tourism Council launched in JATA this year.”
Mr. Tsukasa Akimoto, State Minister of MLIT, along with Mr. Akihiko Tamura.
Commissioner of Japan Tourism Agency, expressed the importance of outboundtravel. Mr. Osamu Tokairin, Managing Director of Travelport Japan, which operates
GDS BUSINESS Apollo and World Span in Japan, toasted the opening of the event.
Guests were treated to an illusion show by “WiZ,” a women’s group, andperformance by “ANA Team HND Orchestra” made up of ANA employees.

［Speakers of the unveil ceremony］
Guests: M r. Tsukasa Akimoto, State Minister of Land, Infrastructure,
Transport and Tourism
Mr. Akihiko Tamura, Commissioner, Ministry of Land, Infrastructure,
Transport and Tourism Japan Tourism Agency
Mr. Osamu Tokairin, Managing Director of Travelport Japan K.K.
Organizer: J ungo Kikuma, Vice Chairman, Japan Association of Travel
AgentsWiZ（KIPS）

buki (NTT)ANA Team HND Orchestra

16_17_2017_EG.indd 17

Travelport Japan K.K.

2017/12/07 午後3:45

2017 Business Meetings

Business Meetings

B2B Fueled Business Meetings to Grow 2.5 Fold in 2017
Business Meetings for Inbound Land Operators Added to Line Up

For the first time, inbound land operators have been included as a
new category of business meetings that have been available for outboundand domestic travel buyers and sellers, aimed at creating travel products
and growing business exchanges. It was held on Thursday, Sept. 21 withpre-appointment. The next day (Friday, Sept. 22) business meetings forboth outbound and domestic travel were shifted to exhibition booths ofeach participants, and conducted with pre-appointment. The venue forbusiness meetings for Japan inbound land operators remained the samefor three days through Saturday, Sept. 23.

All tables for the business meetings displayed passionate discussions
between buyers and sellers involving future business exchanges of
information. Appointments were conducted mainly through the TEJ
Matching System, with each person allowed up to a maximum 22
meetings in two days.
The Media Meeting was conducted on Thursday, Sept. 21 where
media – including conventional and online -- could meet withparticipants to exchange information.

Characteristics ofBusiness meetings in 2017:*K
 ey Persons’ List: Contact information data wasprovided for both sellers and buyers, as a databaseused for in-booth business meeting appointments
and contacts before and after meetings.

❶ Business meeting in exhibitors’ booths❷ Increased days of pre-appointment business meetings to two days from one (maximum 22 sessions)❸ Enhanced communication before, during, and after the event, through Key Persons’ List*❹ Participation in Welcome Reception to expand network❺ New addition of inbound land operator business meetings❻ Special seminar for overseas group buyers (education and incentive seminars)
Comments from
Buyers and Sellers- Effectively conducted business meeting and exchanged information with international sellers. Having this sort of chance as a part ofB2B is essential. (Outbound buyer)- With eight appointments on the first day, we got great chances to meet with many buyers. We expect to connect with those we met
this time for future business. (Outbound seller)- TEJ Matching System allowed us to meet with sellers from inside and outside of Japan. (Inbound buyer)- Meetings’ venue was so big that it took time to move around, but it allowed us to see the booths. (Domestic buyer)- It was first time to participate in the business meetings, hope to increase the number of inbound travelers. We were surprised
how big the venue was. It was a good chance for us as overseas buyers, got interested in other materials besides the Golden
Route. (Inbound seller)- Although we regret not having made more appointments, we could conduct fruitful meetings with each partner. (Domestic seller)

Comments from - Meeting with overseas tourism offices enabled us to speak about future business.
- As an English-language media, much of the information they wanted to be disseminated to foreigners was offered by local
Media
governments. It will help in future coverage.

18

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Outbound Business Meetings & Domestic Business Meetings
Day 1: Sept 21 (Thu) 9:30 – 18:00
Tokyo Big Sight, East Exhibition Hall 6

Buyers (travel companies) sit at respective desks to welcome sellers (exhibitors such as
tourist promotion offices, hotels and tourist facilities)

Day 2: Sept 22 (Fri) 10:00 – 18:00
Tokyo Big Sight, East Exhibition Halls 1 - 6

Buyers visit exhibit booths of sellers (exhibitors such as tourist promotion offices,
hotels and tourist facilities)★20-minute sessions allocated by TEJ Matching System (automatic matching) for both days

Outbound Business Meetings
Seller: 366 companies and 517 attendees / Buyer: 191 companies and 265 attendees
Domestic Business Meetings
Seller: 223 companies and 418 attendees / Buyer: 91 companies and 128 attendees

Japan Inbound Tour Operator Meetings
Tokyo Big Sight, East Exhibition Hall 6 (3 days)
Day 1: Sept 21 (Thu) 9:30 – 18:00
Day 2: Sept 22 (Fri) 10:00 – 18:00
Day 3: Sept 23 (Sat) 10:00 – 18:00
Buyers (travel companies) sit at respective desks to welcome sellers★Sessions were allocated by TEJ Matching System (automatic matching) for days 1 and
2, and open session for day 3

Seller: 89 companies and 106 attendees / Buyer: 31 companies and 55 attendees

Media Meetings
Sept 21 (Thu) 9:30 – 18:00 ★open session
Tokyo Big Sight, East Exhibition Hall 6

Number of participants (70 companies / 138 attendees)

VJTM joint program

Buyers Lunch/EXPO inspection

Inbound buyers inspected the exhibition
International buyers who participated in the VISIT JAPANTRAVEL & MICE Mart (VJTM) 2017 again this year visited theTourism Expo Japan exhibitions. They inspected the exhibition
venue after listening to a Ministry of the Environment presentation,“Visit! National Park --Stories to Experience National Parks ofJapan” during the VJTM Buyers’ Lunch in the special businesslounge in East 6 Hall Tokyo Big Sight on Sept. 22 and 23.
Participants in the exhibition inspection tour were recruited this year. Inspections
allowed participants the chance to feel Japan’s regional charms as they got to see masters’
techniques, tasting, including experiences via Virtual Reality.

Sept 22 (Fri) 213 buyers
Sept 23 (Sat) 215 buyers

19

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2017 Business Meetings
Survey on Business Meetings Participants

Outbound Business Meetings

Obtain market informationfrom buyers 3.2%
Others 6.5%

Sellers (Exhibitors)

Buyers (Travel Companies)

Obtain market
informationfrom sellers
17.0%

No
27.4%

Customerdevelopment
32.3%

Others 8.1%

Product sales
58.1%

1. Purpose of Participating in
Business Meetings

Yes
72.6%

Exceeded
expectations
11.3%

Below
expectations
21.0%
As expected
59.7%

3. Were you able to dobusiness meetings otherthan pre-arranged ones?

Customerdevelopment
2.7%
Exceeded
expectations
5.4%

Obtain new productinformation/purchase/customer
development 80.4%

1. Purpose of Participating in
Business Meetings

Domestic Business Meetings

Others 8.1%

Yes
64.6%

Below
expectations
7.4%
Others 5.6%

Exceeded
expectations
10.1%
Below
expectations
21.2%

3. Were you able to dobusiness meetings otherthan pre-arranged ones?

As expected
60.6%

Obtain new productinformation/purchase/customer development
90.7%

As expected
72.2%

Obtain market
information fromsellers 11.1%

Sellers (Exhibitors)

Below
expectations
28.6%
As expected
61.9%

3. Were you able to dobusiness meetings otherthan pre-arranged ones?

Buyers (Travel Companies)

Customerdevelopment
7.4%

Others 4.8%

Product sales
83.3%

Yes
61.1%

2. Impression of Business Meetings

Obtain market informationfrom buyers 7.1%

Exceeded
expectations
4.8%

No
38.9%

Exceeded
expectations
14,8%

1. Purpose of Participating in
Business Meetings

2. Impression of Business Meetings

Japan Inbound Land-Operators Business Meetings

3. Were you able to dobusiness meetings otherthan pre-arranged ones?

Obtain market
information fromsellers 7.4%

No
35.4%

1. Purpose of Participating in
Business Meetings

As expected
50.0%

Buyers (Travel Companies)
Others 1.9%

Customerdevelopment
16.2%

Customerdevelopment
9.5%

Below
expectations
28.6%

Sellers (Exhibitors)

1. Purpose of Participating in
Business Meetings

Yes
71.4%

2. Impression of Business Meetings

Others 3.0%

Product sales
76.8%

No
27.7%

Others
16.1%

2. Impression of Business Meetings

Obtain market
information frombuyers 4.0%

Others 0.9%

No
54.8%

Yes
45.2%

3. Were you able to dobusiness meetings otherthan pre-arranged ones?

Obtain new productinformation/purchase/customer
development
81.5%

Exceeded
expectations
3.8%

No
14.8%

Yes
85.2%
Below
expectations
19.2%

1. Purpose of Participating in
Business Meetings

As expected
77.0%

2. Impression of Business Meetings

3. Were you able to dobusiness meetings otherthan pre-arranged ones?

2. Impression of Business Meetings

Business Meetings in Exhibitors’ Booths
Sellers’ Comments

Buyers’ Comments

Good Aspects
・Explaining installations within the booth, we were able toconduct good meetings.
・With sufficient brochures, we were able to conduct PR activities
at ease in the booth.
・We were able to offer products for tasting.
Action Assignments
・It was necessary to secure space for business meetings
・We should have used a special space for extra business meetings
as we were unable to accommodate them at our booth.
・Business meetings went well but booths around were too noisy.

Good Aspects
・Visiting booth to booth is convenient for inspection visits as wellas business meetings.
・It was easier to get familiarized with special local products.
・Good to pick up on the atmosphere of destinations.
Action Assignments
・Needed a guide map to efficiently look around booths as floors
were large
・Business meetings were uncomfortable because of noise fromother booths
・Booths were too small to arrange meetings and uncomfortable.

20

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Inbound Tourism Business EXPO
Sept 21(Thu) - Sept 23 (Sat) 10:00 - 18:00
East 6 Hall, Tokyo Big Sight

Visitors: about 15,500 Sept 21 (Thu) 6,500
Sept 22 (Fri)  6,000
Sept 23 (Sat)  3,000

Organizers: Tourism EXPO Japan, Nikkei Inc.

Services Supporting Tourism Drew
Cross-Industry Participants

AI-operated Bus Debuts

Tourism EXPO Japan and Nikkei Inc. co-organized the first edition of the“Inbound Tourism Business EXPO," a B2B entity part of the Tourism EXPO Japan.
Some 80 companies and organizations supporting inbound tourism -- ranging frommarketing, multi-language and ICT solutions, image and web contents, related
devices, infrastructure support, space designing and interior, human resourcing,sales, and experience planning – participated in the event.
Many participants were from cross-industry companies. Many visitors especiallystopped by the multi-language and ICT solutions booths to experience the program
featuring the latest VR in demonstrations of cutting-edge translating device.
As a part of the ４-part program, a number of seminars were conducted. The venue
was filled with attendees who came to gain hints for inbound and tourism-related

On Friday, Sept. 22, a carpool transportation
service with on-demand routes using artificial
intelligence (AI) and Internet of Things (IoT),
was introduced as the future form of tourism
transportation. The vehicle left the venue for
35 minutes of actual demonstration and testride tours.

business, with some seminars drawing standing-room crowds.

PICK UP！

In-venue Seminars“Forefront of Inbound Venture”
Grooming inbound business to Become “Big Industry”［Speakers］
Mr. Kenichi Sano (Chairman, Inbound Venture / CEO, Vision)
 EO, Landream, and former
Part 1 (seminar): Ms. Shiori Liu Harada, CManager, TripAdvisor
Part 2 (discussion): Mr. Shinichi Kudo, CEO, ecbo
Mr. Kenta Matsui, CEO, Pocket Change
Moderator: Mr. Tomohisa Yamano, CEO, asoview!
Part 3 (seminar): Mr. Tomonari Hamano, CEO, Trend Express
Part 4 (discussion): Mr. Kentaro Suda, CEO, Free Plus		
Mr. Yu Aoki, CEO, MATCHA
		
Mr. Takeshi Kiroku, CEO, Huber.
Moderator: Mr. Jun Tarikino, CEO, Value Management“Forefront of Inbound Venture” seminars and discussions werefeatured as part of a program of the Inbound Tourism Business
EXPO. Mr. Kenichi Sano, Chairman of Inbound Venture, said its plan
is to “realize inbound into a big industry.”
The program included Ms. Shiori Liu Harada’s presentation
themed on “Shortcut for Japan Toward Becoming a Tourism Nation.
The presentation called “Rising Applications of New Services to
Measure Towns Visited by Foreign Visitors" generated discussions on
the services for international travelers by Mr. Shinichi Kudo and Mr.
Kenta Matsui.
It also featured a presentation “Example of Best-selling Brands”
by Mr. Tomonari Hamano who discussed about tips on how tobrand products to become best sellers. Also, Mr. Kentaro Suda,
Mr. Yu Aoki and Mr, Takeshi Kiroku discussed the latest trendsof international travelers’ satisfaction, under the theme of “Japan’s
Evolving Omotenashi (hospitality) -- What is the Satisfaction Level ofInternational Visitors?”.

21

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2017 Travel Showcase

Business Day Sept 22 (Fri) Programs for the Trade Visitors

Tourism Professional Seminars
The seminar, for future tourism professionals, featured first-class professional stakeholders in the industry who shared their experiences with depth, scope and thought.
Each stage and seminar rooms attracted the trade visitors seeking useful information for their business, who had the opportunity to hear from professionals in Japanand overseas.

Area Specialist Quiz Rally
For the first time at TEJ, a quiz rally was conducted for “area specialist (formerly
destination specialist)” employees of travel agencies specialized in specific areas. Many
certified specialists visited 26 overseas booths in the venue to answer quizzes from each area
to enter a drawing for prizes.
Sept 22 (Fri) East Exhibition Hall 1-3 Tokyo Big Sight, Overseas booth area Present cooperation: Air New Zealand, Rail Europe and 27 companies and organizations

Use of Conference and Meeting Facilities
A total of 27 travel-related organizations and businesses used meeting facilities in or nearby the TEJ exhibition hall. TEJ offered use of meeting andconference rooms to welcome the attendees to visit the showcase.

Tourism Professional Seminar Timetable
Place
Time

Stage A

Stage B

Japan Stage

Room 1Room 2

Room 3

Room 4

Room 5

Room

9:30

10:00

10:30〜12:30

12:00

Briefing on chartered bus
fare and charges, namesof charter bus companies
in domes tic pack age
tours

10:30〜12:00
New translation guidesystem and land operator
registration system

10:30〜12:30
JATA Inbound Symposium -- Efforts of Agency
for Cultural Affairs, andMinis tr y of the Environment! Becoming a
Leading Tourism Nation
with Japan Heritage andNational Parks

Paraguay Tourism Destination Seminar

Lesson on how to handle
Complaints

12:00〜14:00
Taiwan Tourism Destination Seminar
JATA Kanto Chapter Regular Executive Committee

13:00〜14:00
Digital Marketing 3.1 forInbound Tourism

14:30〜15:30
15:00〜16:30

14:30〜16:00
University Students Tourism Town Development
Contest 2017 Presentation

Support of Tourism Safety and Security

18:00

14:30〜15:30
Co-Festa 2017 Open Innovative
Seminar -What are the secretof international PR of DMO andlocal governments that use
international cultural events?

Iran Tourism Destination
SeminarIwate Prefecture Tourism
Destination Seminar

14:00〜15:30
14:30〜16:00

15:00〜16:00
Akita Prefecture Tourism
Destination Seminar

JATA Kanto Chapter LADY
JATA to Shine in Tourism
Industry with Success
Stories

16:00〜17:30

16:45〜18:00
1 T our Conductor of the Year2017 Awards
2 V eteran tour conductor
shares better creation of
travel

16:30〜18:00
Efforts to Draw InboundVisitors to Region, examples of Japanese versionof DMO by 13 touristicarea “Undiscovered Japan” to the world

13:00〜

13:30〜14:30
14:00〜15:30“Regional Cities are Key to
Become Leading Tourism Nation~ What is the Strategic Two-way
Tourism Scenario?-

10:00〜

11:30〜13:30

14:00

16:00

10:00〜11:00

Myanmar Tou
nation Semina

12:30〜14:00
Overseas Graduation Trip
Planning Contest

10:00〜11:00

C entr al A sia Tourism
Destination Seminar

16:30〜18:00

16:30〜18:00

Ministry of Agriculture,
Forestry and Fisheries
New Traveling Style - discover new demand with
agricultural stayFrance Tourism Destination Seminar

Seminar on P
Women’s Adv
Tourism Indus

2019 Graduates’ Seminar-tourism travel industry’s
latest job hunting and human resource information

16:00〜17:30

16:00〜

Seminar on the Handlingof the Tax Audits by former Tax Auditor

Editor-in-Chi
Kaigi” on Tou
try - what sh
for PR?

22

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om 5〜11:00JATA Inbound Symposium

Efforts of Agency for Cultural Affairs and Ministry of the Environment!
Becoming a Leading Tourism Nation withJapan Heritage and National Parks
Moderator
Mr. Hiroyasu Sato (Honorary Professor,
Matsumoto University)
Panelists
Mr. Tatsuya Kumamoto (Cultural Division,
Agency for Cultural Affairs)
Ms. Sachiko Tanigaki (Assistance, Visitor
Use Promotion Office National Park Division, Nature Conservation Bureau, Ministry of the Environment)
Mr. Thorben Groebe (Sales & Marketing, Europe / North America & Pacific Team, JTB
Global Marketing & Travel Inc. Western Japan Office)Ms. Katto Panarat (Blogger, Thai Language Consultant, Thai-Japanese Interpreter,
Local Guide(Japan))
10:30-12:30 Japan Stage

Speakers
Mr. Hiroki Jinnai (Principal Industry Manager, Tourism Nation of Japan)
Mr. Tomohiro Muraki (Executive Manager, Setouchi DMO)
13:00-14:00 Japan Stage

Officials Use Japan’s Gems in Tourism Efforts

Setouchi Embracing Digital Strategy

Is Japan offering what inbound visitors are really looking for in theirtrip amid growing inbound demand? The Agency for Cultural Affairs
and Ministry of the Environment are now challenging to create stories
combining Japanese cultural heritages and natural sceneries.
Agency for Cultural Affairs has made efforts to preserve cultural
heritages. It has certified cultural heritages that reveal charming stories
of “Japan Heritage.” Currently, with 54 designated heritages, Agency for
Cultural Affairs is supporting disseminating information and spreadingbusiness aimed at designating 100 candidates as cultural heritage.
The Ministry of the Environment also launched project to fully appreciatenational parks. The plan calls for increasing the number of visitors to 10
million by 2020, twice the number today, focusing initially on eight of the 34
national parks. However, both projects have many challenges, especiallytraining enough guides to share the stories for both projects. The two nonJapanese panelists pointed out that the guides’ omotenashi (hospitality)
tends to be overzealous before they become acquainted with the visitors.
Inbound tourism also needs to be recognized as diplomacy.

Using ICT (information and communications technology) digitalmarketing is a necessity these days for DMOs to help determine theirbusiness direction. With this trend expected to grow, Setouchi DMO
revealed some marketing examples it has undertaken.
Setouchi, which has set its target on increasing the total numberof overnight international guests to 6 million by 2020, has employed
digital strategies, including DMP (Data Management Platform), aworld-standard digital strategy. DMP is a method to measure theachievements of travelers through a process. Specifically, Setouchi
created six videos that were posted directly to its website.
This enabled Setouchi to learn the trends generated by viewers inthe seven countries for which efforts directed them to the web. This
led to understanding cost in real numbers, and choosing efficiently
the effective methods based on the figures. DMO Business has now
entered the era of digital strategy.

Room 6

Room 7

Room 9

Room 10

Room 11

Room 12

Room 13

Place

Room 14

Time

9:30

10:00〜12:00

9:30〜10:30

9:30〜10:30

International Education
Travel Seminar

Overseas Incentive Travel
Seminar

10:00〜12:00

how to handle〜15:30Digital Marketing 3.1 for Inbound

10:00

10:30〜11:30
Myanmar Tourism Destination Seminar

Seminar on Safet y on
International Educationand Study Abroad Travel

11:00〜12:00
Era of Exchange – key fortourism promotion “regional
promotion with strategy centering on long-stay travel”

Black Sea Region Tourism
Destination Seminar

12:00〜13:30
12:30〜14:00
13:00〜15:00

12:45〜14:45

Making Use of DMO Net
Seminar
14:30〜16:00

14:30〜18:00
15:00〜15:50

Bhutan Tourism Destination Seminar〜17:30

16:00〜17:30

the Handling
Audits by forditor

Editor-in-Chief of “Koho
Kaigi” on Tourism Industry - what should we dofor PR?

16:30〜18:00
Moscow Tourism Destination Seminar

14:00〜15:30
Russia Tourism Destination Seminar

Seminar on Analization of Domestic Tourism Trend Data
Meeting Business Schoolof Travel Industry

12:40〜14:10
13:00〜14:00

Minis tr y of the Environment -- rediscover
Japan’s national parks
and their stories

Vietnam Tourism Destination Seminar

Seminar on Promotion of
Women’s Advancement in
Tourism Industry

ates’ Seminarvel industry’s
nting and huce information

Inspire Youth with thePower of Travel

12:00

16:10〜18:00

16:00〜17:30

U N W T O A w a r d C ommemorative Symposium
by National Council for
Industrial Tourism Promotion

Cuba Tourism Destination
Seminar

14:00〜15:30
14:30〜16:00
Seminar on the Japanese
DMOs--functions andobjectives

Seminar on Charms of
Border Tourism

Japan Shopping Tourism
Association Session on“earning in the region,”experience, communicate
and shop, consume in theregion for its vitalization

14:00

14:30〜16:00
Global Communication
Symposium 2017 -tourism technology opens up
world
16:00

16:30〜18:00
Agency for Cultural
Affairs, Stories Woven
by History and Culture:"Japan Heritage”
18:00

23

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2017 Travel
展示会 Showcase

Travel Showcase (Venue Map East Hall 1, 2, 3)
Central Asia
L-46 L-48
Bangkok Thailand
Hospital Elite

L-45

B Stage

L-49 L-50 L-51
NAMAN RETREAT &KERALA TOURISM
COCOBAY BOUTIQUE
HOTELSTTC HOSPITALITY
VIETNAM

L-44

L-43

L-55
SUBIC BAY
METROPOLITANAUTHORITY

L-57
TAMIL NADUTOURISM

L-41

L-60

Hanoi
Promotion
AgencyTourism
Authority ofThailand

HONG KONG
TOURISM BOARD

Malaysia Tourism
Promotion Board
SABAH TOURISM BOARD

E-36
Armenia, A

M-06 M-05
Central Asian
Silk Road Travel System
CentralAsia M-04
Travel Central Asia
Group

L-40

PHILIPPINES

L-62

ANDHRA Romania and Bulgaria
PRADESH by Exact Tours
TOURISM

L-42
Ministry of
Hotels andTourism,
MyanmarM-07
Silk Road
Alliance

HK Express

E-42
E-41

Ministry of
Tourism - Bulgaria

M-03

E-40

E-

P
J
Georgian
National
Tourism
Administration EGeorgian

AdminiUZBEKISTAN

Az
Rep

North
America
DF-16
Ishigaki Island Store
DF-15
Syokunin no Karaage
Hanadori
DF-14
Bungosuidou kamaetyokusou ikiikisendan
DF-13
Izumo-Nihonkai

Bo

oth

G r an d P

Q-04
Hilton Grand
Vacations
ri x

Q-03
Iruka
Hawaii

Q-02

DF-12
Sengyo sousakuwasyoku
umaisake bodai
DF-11
Hyogoken yabucity
hachikougen

MexicoTourism
Board

DF-10
Manmaya
DF-09
A.Community of`minami-shinshu′Gourmet.
DF-08
Dizakanamotenashitakinokawa
DF-07
Minamoto co.ltd

The local"Donburi"Grand Prix

New Caledonia
Tourism Oﬃce ／Air CaledonieInternational

DF-05
Chibakenouen project
DF-04
Chichibu Ekiben study group
DF-03
Ajino umebachi

Brand USA Pavilion• U.S. Customs and Border
Protection• ALAMO RENT A CAR• Visit California• Amadeo Travel Solutions• Sonoma County Tourism• Yosemite Mariposa County Tourism
Bureau• Route 66 International• Cruise America Inc.
• Simon Shopping Destinations• Visit Seattle• Illinois Office of Tourism• NYC & Company• Hawaii Tourism Japan• Pacific Resorts, Inc• Asian Pacific Hotels, Inc.
• Kahala Hotel & Resort• Marriott International• Outrigger Hotels & Resorts• Prince Hotel & Resorts• Explore Fairbanks• Best Western Hotels & Resorts• Travel Portland• Marianas Visitors Authority• Mississippi River Country USA• Las Vegas Convention and Visitors
Authority• Los Angeles Tourism & Convention
Board(Connect Worldwide Japan)

P-07
KosraeVisitors
BureauP-08 P-06
SolomonIslands
Visitors Bureau
Cook Islands
Tourism Japan

P-05

DF-06
Odawara uogashi Den

L-61
Taitung,
Taiwan

P-03

B

L-38

B

h G r an d Pr
i
oot

Tabi
SquareMeet the WorldTAIWAN VISITORS ASSOCIATIONCHANGHUA COUNTY
Department of Information and Tourism,
Taipei City Government
HSINCHU COUNTY
Keelung City Government
Taichung City Government Tourism And
Travel Bureau
Yilan County Government
China Airlines
Evaairways corporation (Japan)

NAVITIME
JAPAN Co., Ltd

Agoda International

24

24_27_2017_EG.indd 24

L-20

L-09
L-13
The Garden Hotel
Guangzhou
L-15

SRI LANKA TOURISM
PROMOTION BUREAU

Tourism
New Zealand

K-11

China National Tourism
Administration

BANGLADESH
TOURISM
BOARD

K-09

K-08

K-07

K-06

K-05

K-04

WORLD AIR-SEASERVICE Co.,Ltd.

O-04 O-01
MAYA
SYSTEM Inc.

DeNA TRAVEL

K-10

H.I.S.Co.,Ltd.

NIPPON TRAVELAGENCY CO., LTD.

HANKYU TRAVELINTERNATIONAL
CO.,LTD.

JTB Corp.

NOE Corp.

O-03 O-02

O-08
Vision inc
Deaps Technologies, Inc.

MITSUBISHIPAPER MILLS LIMITED

Travel IT

Travel Agencies

Sept.22(Fri.) only

N-01
WE CAN
Co.,Ltd.

N-04
VELTRA
Corporation

Sept.23（Sat）&
24（Sun）only

East Hall 3
Korea Tourism Organization

Ms. Sayaka Ito, Marketing Manager
With the Pyeongchang Winter Olympic Games approaching early next year, we introduced a total of 58 booths, the largest ever, and made a variety of content available to showcasing
Korean tourism further. Everyone was able to make concerted
efforts to promote the charms of Korean tourism as much as
possible under the concept “#Not only . . . Korea” – with thehashtag referring to the various aspects the country offers which helped win the Grand Prix booth award. In line with theconcept, we placed extra focus on 1) conducting an SNS posting event and a quiz rally to have visitors move around and 2)
created hands-on events and experiences within the booths.
In 2018, we expect to make more time for the trade professionals to get to know the ins and outs of the attractions of Korean tourism. (B2B in the morning and booth experience inthe afternoon, for example)

K-14 K-13
K-15
K-17
Iran
Nokyo YOMIURIJC planTraveling co.,Ltd
Tourist TRAVEL
CenterCorporation SERVICE

Revitalize
Japan with
the Powerof Travel

B

Exhibitor’s VoiceWorld Tourism Organization
Club Villa

L-07

NAMKAT YORLA PA RESORTBusiness
Discussion
Area

P-04

GourmetTaiwanL-12 L-11

Kihaa Maldives by Coral
Island Resorts Pvt Ltd

Plumeria Hotels andResorts Pvt Ltd
L-32

ASEANJAPANL-64 CENTRE

PAR

Macao
Government
Tourism Oﬃce

Ministry of Economy,
Trade and Industry
Omotenashi Plat form

O-07 O-06 O-05
Rakuten, Inc.
PATW Group

Online Travel
Agencies, ICT

L-21
DENRICHE
Co ., Ltd

L-06

L-08

Tourism
Councilof Bhutan

L-18 L-17

TigerairTaiwan L-29 L-28 L-27

ri x

Grand Prix Winner

NEPAL
TOURISMBOARD

Business
Discussion
Areax

STARTS

Tabi
Square

L-16

GO!GO! Bali /55bali.com

L-30

L-10

L-23
Ministry of
Tourism of
Cambodia

L-35
L-37
SCOOT
ADVENTURE
INDONESIACT-Planner Developersfrom Univ. of Tokyo &Tokyo Metropolitan Univ.

Guam Visitors
BureauMinistry of Information,
culture and Tourism, Lao P.D.R.
Gorkha Travels Pvt. Ltd.
L-36 L-33
L-26
BaliTours.com
Singapore
AYANA L-34
Airlines
HOTELS
Limited

INDONESIA

K-12

TH-01

Ticket Counter for"Donburi" Grand Prix

G r an d P

L-39

TOURISM
AUSTRALIA

DF-01
Shima no hito Rebunto hontenhoot

Paciﬁc

P-01
P-02
Palau
Visitors Authority

DF-02
Kinjishi butchers shop

SG-03

Asia

Q-01

h
oot

G r an d P

O-09

Logbar Inc.

SG-01

East

ri x

Second Grand Prix Winner
Exhibitor’s VoiceTAIWAN

Ms. ChengSome 2wan visite
mation atin providi
feel Taiwa
Taiwan” unecting Ta
We exptransactio
ther enhabooths thi
business m
to improv
seamless f

2017/12/08 午前10:33

East East 3 East 2 East 1
Hall East 6 East 5 East 4

E-36
Armenia, ABICROMANIAN MINISTRY OF TOURISM
Armenia-Asya-Ararat Travel
Republic of Lithuania, State Department of Tourism
Investment and Development Agency of Latvia,
Tourism Department
S-02
E-32
E-35
E-37
S-01
E-30
E-52

ania and Bulgaria
xact Tours
E-40

E-39
PIEROTHJAPAN

stry ofrism - Bulgaria

Georgian
National
Tourism
Administration E-38
Georgian National
Tourism
Administration
UkraineAzerbaijan
Republic ofMoldova

E-34
POLISHNATIONAL
TOURIST
OFFICEARMINTOUR

L-06

L-08

L-05

BalticStatesFINNAIR
Visit Finland

L-04

L-03

J-02

Mongolia

Mercosur Tourism
Promotion Oﬃce
(Argentina,Brasil,
Paraguay,Uruguay)oth

G r an d P

Business
Discussion
Area

L-02
Korea Tourism Organization

Seoul Tourism
Organization

National Tourism
istration

L-01
Seven Luck
Casino /Grand K
orea LeisureSponsor

B Corp.

I-02

Moscow City
Government

JCB Co., Ltd

Business
Discussion
Area

E-13

ANA
Swiss International Air Lines
Lufthansa German Airlines
ANA Sales Co.,Ltd.

TOURIST
OFFICEOF SPAIN

E-12

SICILY SIRACUSA NOTO AVOLA PORTOPALO di Cp
MIKI TOURIST CO.,LTD.
Travel Agency
Fair Trade Council

Italian State Tourism
Board - ENIT

EGYPTIAN
TOURISM
OFFICE

I-01

Embassy of
the Republic
of Tunisia/ONTT

O-09

STAR
ALLIANCE

E-10 E-07
Malta
Tourism
Authority
Business
E-09 E-06
Discussion
Prime VS GLOBAL Area
Tour Ltd

Turkish Embassy, oﬃceof the Cultural andInformation Counsellor

TOBU TOP TOURS
CO.,LTD

E-08 E-05
Ohshu
Express
LimitedF-03

Club Med

A-13
E-01
Joint Tourism
MINISTRY OF
Promotion
TOURISM,SUDAN
Cooperation
Initiative
for Balkan Region

B-11
Ministry ofForeign Aﬀairs
of Japan

oneworld

A-11
Regional Tourism
Organizationof Southern Africa(RETOSA)

A-12
SOUTH AFRICAN
TOURISM
Thompsons ToursJapan
ETHIOPIAN AIRLINES

H-02
HMI HOTEL GROUP

C-05
PRINCESS CRUISES

F-02

C-04

Business
Discussion
H-04
Area
ROUTE INN Hilton
Grand
HOTELS
VacationsJapan Airlines
Co., Ltd.
Jalpak Co.,Ltd

H-05

H-01 H-03
Merci Co.,Ltd.
Marriott Vacation Club

A-08
A-10 Botswana
Tourism
Organization
A-09

ROYAL CARIBBEAN
INTERNATIONAL /CELEBRITY CRUISES

A-01
MADAGASCAREXPLORERhoot

G r an d PWorld Gourmet
Excellent BEER Expo

A-07
Embassy of the
Republic of Kenya

Morocco For
Travel ltd.

The Embassy of the
Republic of RWANDA

C-03
A-05
C-02 C-01
Costa Crociere
S.p.A.
PEACE BOAT GLOBAL VOYAGECRUISE STYLE

A-03
Gosheni Safaris
AfricaCruises

East Hall 1
B

Some 200 travel industry players from all around Taiwan visited Japan and showcased the latest travel information at the booths. This year, we showed our ingenuity
in providing visitors with opportunities to touch on andfeel Taiwan in new ways under the concept “Meet Colors!
Taiwan” using Virtual Reality, LED and live images connecting Taiwan and the event site.
We expected new proposals and services for B2Btransactions as we heard that the trade days will be further enhanced for 2018. Since we feel that the Taiwan
booths this year are not functional enough as a place forbusiness meetings due to the weak B2B concept, we want
to improve the concept to where everyone would find it
seamless for both B2B and B2C in 2018.

B-01
ENDO LUGGAGE
CO., LTD

AfricaH-08 H-07

TAIWAN VISITORS ASSOCIATION TOKYO OFFICETABI CHANNEL /Cartoon Network

ISRAEL INCOMING TOUROPERATORS ASSOCIATION

AmericanAirlines
Inc.

H-06 OHEA ( Overseas Hotel
Executive Association )Ms. Cheng Yi-Ping, Director

Travel Related
Organizations,
Services

B-04
B-05 BUSKUL
B-08
E-02 MIZUNO
Corporation
ONLY TECH ONE
VENICE ITALY TRAVEL SRLCYPRUS TOURISM ORGANIZATION
E-11

F-05
Tokyo International
Air Terminal Corporation
Japan Airport Terminal Co.,Ltd.
TOKYO MONORAIL,CO,LTD
Keikyu Group

Hall 2

24_27_2017_EG.indd 25

SpringGroup

F-04

Hotels,Accommodations

Logbar Inc.

F-06

K-01

Mori Trust Hotels &Resorts Co., Ltd.
Imperial Hotel, Ltd.

KNT-CT Holdings
Co., LTD

F-07

G-01
Touring &Automobile
Club Of IranMiddle East
K-02

B-06

E-04 B-10
B-09
E-03 Jata
Corporation

G-02

G-03

A Stage

EuropeTravel Agencies

Narita International
Airport

K-03

East

RUSSIA

F-08

G-04 J-03
Oman by Bahwan SALAR AMAZON
Tourism LLC TOURS (BOLIVIA)

HANKYU TRAVELINTERNATIONAL
CO.,LTD.

D-01
CIEL (Council ofInternational
Education &Language
Travel, Japan)
ACHIEVEGOAL
Co.,Ltd.
PHILIPPINEDEPARTMENT OF
TOURISM

E-15

Airlines,
Transportation

L-63

E-14

ri x

LA PA RESORT

K-04

E-16
Intourist /Thomas Cook

E-22
CZECH
REPUBLIC E-20
Norway,Sweden

KARNATAKATOURISMStudy
AbroadE-53
Hungary

E-24 E-21
Kosovo Public Joint
Stock
E-23 Company
Welsh 《Aeroﬂot
Government Russian(U.K.) Airlines》

ATOUT
FRANCEEUROPE SQUAREMinistry of
Tourism of Cuba

Bo

E-25

Central & South America,
Caribbean

J-06

L-07

E-26
ATOUT FRANCE

E-33
Estonian
Tourist
Board

E-31

SEGASAMMY India Tourism,
HOLDINGS
Tokyo
INC.

PARADISE

Macao
Government
Tourism Oﬃce

E-29 E-28
Embassy of
Iceland in CROATIAJapan

Business Discussion Area

※Corporate titles omittedri x

Special Award Winner
Exhibitor’s Voice

Iruka Hawaii LLC.

Mr. Shinon Ichiki

I think that our participation as an exhibitor was substantively fruitful. Despite having a small booth, we wereable to secure space for meetings on the trade day and attract visitors’ interest with ease on consumer days.
We also provided fresh and familiar impressions ofour tour products through Virtual Reality experiences
and photos that matched our theme. I hope we would be
able to play some music at our booth the next time.

25

2017/12/08 午前10:33

2017 Travel Showcase

Travel Showcase (Venue Map East Hall 4, 5, 6)
R-110

R-97

Japan
Stage

Media & Solutions
by Team dentsu

Tokyo Bay ANNIVERSARY CRUISE
World Natural
Heritage Ogasawara Islands

R-101 R-104

R-98

R-100 R-103
Tokyo
Hachioji City

Tokyo Metropolitan
Government(TAMASHIMA & TOKYOLOCAL SPECIALTIES)

R-99

R-34

R-36
Orgel DohCo., Ltd.

R-41

HOKKAIDO TOURISM ORGANIZATIONHOKKAIDO RAILWAY COMPANYCity of Mombetsu
West Mombetsu Region
Chitose city
KAMIKAWA （Sounkyo Onsen）
Mizu no Kamuy Tourism Area
～Kushiro Marsh,Lake Akan,
Lake Mashu～

R-37
Miyagi Tomecity,
Kuriharacity,
Iwate Ichinosekicity,
HiraizumiTown

R-38

R-39

Fukushima
Prefecture

Iwate
Prefecture

B

h
oot

ri x

R-44
R-48

R-40

Akita
Prefecture

Tokyo
Metropolitan
R-113
Industrial
Technology
Research Institute Hakone

R-55

R-04

R-09

R-05

FukushimaCity
TOHOKU TOURISM PROMOTIONORGANIZATION
East Japan Railway Company

Nanto City,Toyama
Prefecture
Kanazawa City
HIDA TAKAYAMANIKKO CITY ・TOBU GROUP

R-118

Aichi
Prefectural
Government

R-10
SHORYUDO(GO! Central
Japan)

R-12

R-13

R-64

S - 04
Industr
Tourism

R-65

R-74
KIZAKI
Co.,Ltd.
R-62
KADOKAWACORPORATION

R-83

R-84

FUJITA KANKO
INC.

CentralJapan
RailwayCompany

ShizuokaPrefectural
Tourism
Association

FUKUOKA.I

R-16

R-17

R-18

R-19

Wakayama
TourismFederation

BiwakoVisitors
BureauMAIDO!
OSAKA

Agency for
Cultural Aﬀa(Japan Herit

R-15
KAN-NON
Hot Springs

Fukui Prefecture

Samurai Battle Ga

Nara Prefectural Government
R-25
Tanabe City ＆ Santiago
de Compostela City

R-06 R-07 R-08
Gamagori City
Kaga City
Tourist AssociationothG r an d P

Questionnaire

SG - 02ri x

Second Grand Prix Winner26

24_27_2017_EG.indd 26

65th Poster

Bo

Exhibitor’s Voice

R-22
R-24 R-23 ANIME TOURISM
ASSOCIATION

R-20
R-21 R-121 Takara Shu
Co.,Ltd.

A National Treasure
Hikone Castle

JTB Central Japan Corp.

Bo

JetstarTajima Furusato Zukuri Association
Tajima Airport Promotion Council

R-14
Mie Prefectural
Government
ISESHIMA CONVENTION &VISITORS ORGANIZATIONISESHIMA Tourism
Promotion Executive
Committee
KINTETSU CORPORATION

R-11

East Hall 4

R-122 S - 05
ThemedTourism

R-120
SUWADA BLAC
WORKS, INC.

Ministry of
Seibu Agriculture,
Group Forestry and
Fisheries

CHIBA Prefecture /KISARAZU City /An Edo Travelogue
through Four
Hokuso Cities

IbarakiPrefecture
TOCHIGI
PREFECTURE

Tourism Depar
City of KITAKY

Niigata Prefecture
Joetsu-Shinkansen activation alliance
Chuetsu region of Niigata Prefecture Culture
Tourism industry support Organaization
Uonuma city ・ Uonuma city tourist association
R-59

ALL NIPPON TRAVEL AGENTS ASSOCIATION

R-33

R-117

Gunma
Prefectual
Government
Kusatsu
Onsen

R-61
OKINAWA Ecotourism
The Association Long Stayfor the
R-79
Foundation Business
Promotion
Regional busine
Discussion
strengthening s
R-72
R-63 of Traditional
Area
Craft
Industries
project. OKINAWA
R-45
Dormy Inn /
R-50
R-51
FOOD ACTION
OnyadoNono/
NIPPON
Keisei Electric Railway / Keisei Bus
Global Cabin R-76 R-77
R-73
R-71
S - 03
Achi ☆
R-54
Food replica
Support for the
Barrier-Free OKINAWA
Hirugami
shop DesignPocket
Reconstruction of
Redhorse
Tourism Board
Tohoku and Kumamoto Corporation
R-75
R-70
JATA Tourism
Yamanashi Prefectural Government
TV TOKYOG r an d P
Charity Auction 2017
Yamanashi Tourism Organizationoth
GENSEN-IIYADOoB
SETOUCHI SEAPLAENS, INC.
SETOUCHI CREATIVE & TRAVEL, INC.
Faculty of
R-49
R-60
R-69
R-53
International
Gifu Prefecture
Tourism Management
Business
Undiscovered
Gifu Convention andToyo University
Visitor Use
Okinawa Convention &Discussion
Japan
Visitors
BureauPromotion Oﬃce,
Visitors Bureau
Area
Nishimino Regional
R-57 R-58
National Park
Tourism Promotion Council
Division,
Hyogo
R-66 R-68
Travel to the central
Nature Conservation
Prefecturejapan "Seki-city,
Kyoto Infused
R-42
Bureau,Mino-city, Gujo-citywith Tea
R-56
Ministry of theand Nagaragawa-Railway"
Kyoto byEnvironment, Japan/
HIROSHIMA
Gero Nakatsugawa
the Sea R-67
NPO Japan
Tourism Council
KYOTO inPr
Hida area tourism
Ecotourism Society
forests
councilR-46
kanitori
Prefecture

DISCOVER WEST Association /JAPAN TRAVEL AND TOURISM
Association /WEST JAPAN RAILWAY COMPANY
WONDERFUL SETOUCHI

Shinshu Campain exective
committee
Chikuma City
Nagano Convention &Visitors Bureau
Matsumoto Tourism &Convention Association
Kiso Tourist Federation
Northern Nagano Area
Tourism Association
Japan Alps Tourism
Association
HAKUBA VALLEY ＆ AZUMINO

R-119

R-116

R-52
Yamaguchi
Prefectural
TourismFederation

G r an d P

R-114

Japan

Shimane Prefecture
En-musubi Tourism Association
R-35

Saitama Prefecture
Saitama Prefecture Products &Torism Association

Tokyo Minato
City ・ MINATO Travel &Tourism Association

R-107
Tokyo
Metropolitan
Government（Tokyo Tokyo）

Tourist Attractionsin the Western Partof Tokushima, Shikoku

Noboribetsu
Tourism
Association

R-115
Kawagoe
City

R-109
Koto City Tourism
Association
R-108
R-112

R-106

Keio GroupSHIKOKU

R-111

Katsushika City SUMIDA City

R-105
Tokyo & Around Tokyo
Promotion Committeeoth

G r an d P

Competition for Tourism of Japan

Ms. Yoriko Takahashi, Coordinator

This year we designed our booths with a red-tiled roof toreflect the theme “Good Old Okinawa Somehow.” We believethat we could attract many visitors with a variety of events that
visitors could participate in such as Ryukyuan costume dressing, hands-on Sanshin playing, and making of original photobooks, in addition to promotional activities, including stage
performances of Okinawan traditional performing arts, presentations by popular laugh-makers originally from Okinawa,
and special local-food tasting. For the convenience of B2B customers, we placed a chair at each booth only on the trade day,so we could sit and and talk business in comfort.
For the event next year, we will continue to make all-out efforts with other interested operators in the prefecture to familiarize visitors with Okinawa and its other charms.

Ea

ri x

Executive Committee Chairman's Award
Okinawa Convention & Visitors Bureau

Japan nation
regional mar

Exhibitor’s VoiceDISCOVER

Mr. Kazuhisa
In addit
uniquenesstivities, welight Expre
placed train
visitors. Wo
we could de

RYOBI HMr. Keng
For the t
private sectavailable thbuyers. This
will contin
Setouchi at

2017/12/08 午前10:34

East East 3 East 2 East 1
Hall East 6 East 5 East 4

Mama's Kitchen
Myanmar Restaurant Association
WF01

WF03

Gunma
Prefectual
Government
Kusatsu
Onsen
R-118

R-122 S - 05
ThemedTourism

The MLB Road Show, the first event hosted at
Tourism EXPO Japan, is one of the Major League
Baseball grassroot programs. The talk shows, featuring
f or mer MLB pla y er s who sha r e d their a c tua lexperiences and chances to win special goods,
attracted many visitors.

S - 04
Industrial
Tourism
R-120
SUWADA BLACKSMITH
WORKS, INC.

iigata Prefecture
tivation allianceefecture Culture
ort Organaization
urist association
R-83

R-84

FUJITA KANKO
INC.

R-92

Jetstar

KAGOSHIMA

R-90

Barrier-Free OKINAWA
R-75

ot
Bo

h G r an d Pr

ix
R-87

Okinawa Convention &Visitors Bureau

MIYAZAKI CONVENTION &VISITORS BUREAU

d

R-91
Oita Prefecture
Beppu Tourism
Association Corp.
Kunisaki Peninsula
and Usa area in
Oita prefecture Rokugo-manzan Culture
is Celebrating
R-89
its 1300 year
anniversary
R-88

R-85 R-86

Kyushu Tourism
Promotion Organization

Fukuoka
Prefectural
Government
Fukuoka City
Kurume City
Yanagawa City
Nishi-Nippon
Railroad
Co.,Ltd.

Nagasaki Prefecture
Convention andTourism Association
SASEBO CONVENTION &VISITORS ASSOCIATION
Huis Ten Bosch Co.,LtdFUKUOKA.ITOSHIMA-CITY / OFFICEPAL

R-18

R-19

R-26

Agency for
Cultural Aﬀairs(Japan Heritage)

MAIDO!
OSAKA

Cross-industry exhibition andbusiness meetings for different
industries partnering with thosewithin the travel industry
co-hosted by Nikkei Inc. In addition to an exhibition of tourism technology, visitors attended several seminars.

Saga
Prefectural
TourismFederation

Kumamoto Prefectural
Tourism Federation

DO

Inbound Tourism
Business EXPO

R-93

Regional businessstrengthening support
project. OKINAWA

R-76 R-77

PocketSept.21 (Thu) – 23 (Sat)R-96
The World Heritage Council for
the Sites of Japan's
Meiji Industrial Revolution
R-94
Ureshino Onsen
Tourism Association

OKINAWA Ecotourism
R-79

U-01

MLB Road Show

Tourism Department
City of KITAKYUSHUEBusiness
Discussion
Area

U-02

Istanbul Restaurant GINZA

R-119

e

WF02

R-27

Tokyo Good
Manners
Project
Association

R-32

U-05
U-03

U-04

“i enjoy ! ”
Para Sports Park

SNOW RESORTSquareThe Nippon Foundation
Paralympic Support Centerho s t e d a p a r a - s p or t s
hands-on area. With theParalympians joining theevent, some 3,500 children
and adults enjoyedParalympic Games, including wheelchair basketball,boccia and shooting.

The Snow Resort
Square, with “Sports” and“Resorts” with “Snow” asthe theme, further attracted visitors interested intravel with chances ofgetting free lift tickets andhotel coupons. Collaborative programs with local
governments wereconducted on the trade
day.

Japan
Recreational
VehicleAssociation
toraru llc
R-28

Sept.24
(Sun)

Local
Yuru Sports

A limited event jointly hosted by theW o r l d Y ur u S p o r t s A s s o c i a t i o n
conducted only on Sunday Sept. 24.
Using “large Japanese karuta cards”
and moving bodies, culture andcharacteristics of domestic regions
were introduced. Children and parents
displayed joy in participating in theevent.

The Japan Chamber ofCommerce and Industry
Japan Federation of
Gifts and Souvenirs

R-30 R-29 All Japan Rentacar
Association
Samurai Battle Gamevernment

SM

R-20
R-21 R-121 Takara Shuzo
Co.,Ltd.

asureof Japans Award

JAPAN R-31
AUTOMOBILE Nippon Road
FEDERATION Destinations

Japan national council ofregional marathon-events

East

Hall 5

East Hall 6※Corporate titles omitted

DISCOVER WEST Association / WEST JAPAN RAILWAY COMPANY
Mr. Kazuhisa Tokuyama, Assistant Manager, Marketing Dept. Railway Operation Headquarters
In addition to setting up a stage and a corner where visitors could feel theuniqueness of the five prefectures in the Chugoku Region through hands-on activities, we made available information ideal for B2B customers about the “Twilight Express Mizukaze,” which started its operation in June this year. We also
placed train managers and crews to further explain about Mizukaze in detail tovisitors. Working together with the Ryobi group, with a large presence in Japan,
we could develop a unified presence, enabling customers to visit both booths.

RYOBI HOLDINGS Co., Ltd.

Mr. Kengo Maki, Assistant Manager
For the trade day, we created a marketplace where local governments and theprivate sector -- sharing common booths dubbed Wonderful Setouchi -- madeavailable their unique food, specialties and hands-on products for travel agency
buyers. This allowed for opportunities to create new products when possible. We
will continue to provide food and hands-on products exclusively available in
Setouchi at our booths next year to inspire visitors to visit Setouchi.

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Official Visits2017 Travel Showcase

Courtesy Calls

Mr. Manabu Sakai
State Minister of Internal Affairs
and Communications;
State Minister of Cabinet Office

Mr. Kazuo Yana
Parliamentary Vice-Ministerof Land, Infrastructure,
Transport and Tourism

Mr. Masatoshi Akimoto
Parliamentary Vice-Ministerof Land, Infrastructure,
Transport and Tourism

Mr. Hideka Morimoto
Vice Minister of the Environment

Mr. Reiji Kamezawa
Director-General, Nature Tourism
Bureau, Ministry of the Environment

Ms. Yuriko Koike
Governor of Tokyo

Mr. Hideaki Omura
Governor of Aichi Prefecture

Mr. Toshihiro Nikai
Mr. Akihiro Nishimura
Mr. Shunsuke Takei
House of Representatives Member House of Representatives Member House of Representatives Member

Mr. Yosuke Tsuruho
House of Councilors Member

Mr. Ichiro Hamakawa
President & CEO, JCB Co., Ltd.

Mr. John O’Sullivan
Managing Director, Tourism
Australia, Commonwealth ofAustralia

Mr. Sergejus Tichomirovas
Advisor to the Minister of Economy
Republic of Lithuania

Mr. Chantha Tith
Deputy Minister of Tourism
Kingdom of Cambodia

Mr. Benito C. Bengzon Jr.
Vice Minister of Tourism
Republic of the Philippines

Dr. Mohamed Abuzaid Mustafa
Minister for Tourism, Antiquities
and Wildlife
The Republic of the Sudan

Mr. Gerald Lawless
ChairmanWorld Travel and Tourism Council

Mr. Christian Mantei
General Manager, Atout France,
French Republic

Mr. I Gde Pitana
Deputy Minister of Tourism,
Republic of Indonesia

Ms. Kobkarn Wattanavrangkul
Minister of Tourism and Sports
Kingdom of Thailand

Ms. Becky Ip
Deputy Executive Director
Hong Kong Tourism Board

Mr. Yung-Hui Chou
Mr. U Ohn Maung
Director General, Taiwan Department
Union Minister for Hotels andof Transportation and Tourism
Tourism, Republic of the Union of
MyanmarMs. Louknum Vongsili
Tourism FriendshipAmbassador
Laos

Mr. Zhang Xi Long
Director, Tokyo Office
China National Tourism
Administration

Mr. Lee Hee-beom
Ms. Rowshan Ara Mannan
Ms. Nachi Vilardo
President & CEO, Pyeongchang
Member of Parliament
Market Director
Olympic Organizing Committee
Honorable Member of the
Ministry of Tourism, Argentina
Mr. Choi Moon-soon
Parliamentary Standing Committee
Governor of Gangwon Province, Ministry of Civil Aviation and Tourism
Republic of Korea
Bangladesh

Mr. Jim JonesManaging Director, GreatBritain, North Wales Tourism

In-booth
Receptions

Dr. Adla Ragab
Vice Minister of Tourism
Arab Republic of Egypt

Appreciation Get-Together

Sept 22 (Fri) 18:00 – 20:00 Stage A in East Exhibition Hall, Tokyo Big Sight

Exciting Place for Exchanges Among Exhibitors
The EXPO networking event created a place where exhibitors could meettheir international counterparts. Expressing appreciation to the exhibitors andunderscoring the significance of the event, Mr. Hiromi Tagawa, Chairman,
Tourism EXPO Japan Planning Committee, cited the business meetings held
for the first time to boost B2B opportunities. He also encouraged everyone totake advantage of the business meetings also on the second day and beyond,emphasizing that Tourism EXPO Japan is a highly effective place to growbusiness.
Also, LDP Secretary-General Toshihiro Nikai, the guest of the event,
expressed his respect for the people engaged in the travel industry as they facesome growing pains. House of Representative Member Shunsuke Takei, anotherguest, also said that the tourism industry links people and countries together,serving as a catalyst for world peace.
In a friendly atmosphere, exhibitors from abroad and in Japan exchanged
cards and information during the event.

Chairman, Hiromi Tagawa

Mr. Toshihiro Nikai

Mr. Shunsuke Takei

Beverage/refreshments donors: K ochi Visitors and Convention Association; Embassy of theArgentine Republic kinawa prefecture; Shikoku Tosa Omotenashi Kaientai; Embassy of the Republic Drone-movies filmed by Mr. Kazutaka Yamaguchi and traditional Okinawan danceStage act donors: O
eisaa were shown on the stage.
of Kenya; Iwate prefecture28

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Gourmet
Zone
World Gourmet Excellent BEER Expo
The Local “Donburi” Grand Prix
In Tourism EXPO Japan 2017
A feature at Tourism EXPO Japan again this year included trial
competition for the Local “Donburi” Grand Prix (to be held in Jan.
2018). Regions from throughout Japan gathered to boast their entriesof their popular donburi (simple Japanese food in a bowl) delicacies,
which were voted by hungry fans who dished out 500 yen per halfsized bowls. Out of 16 bowl entries, 10 were selected for the finals.

In addition to the Oktoberfest official breweries from the beer
kingdom of Munich, Germany, those from Belgium, Czech andother countries also unveiled their draft beers drawn out of a barrel
this year. Grilled sausages, fish & chips and other selections wereserved among menu choices.

World Food Court
Cuisines from Turkey, Myanmar and Paraguay were featured
in the exhibition this year. Visitors licked their lips over popularkebabs, paella and Myanmar noodles.

Public Relations Cooperation Event

Springboard for the 2018 Pyeongchang Winter Olympics Premiere Showin Japan Jointly Hosted by Seoul, Gyeonggi-do, Gangwon-do"THREE FRIENDS TALK & CONCERT in Tokyo"

Sept 23 (Sat.) 17:00 – 20:00
Special Stage, East Hall 8
Tokyo Big Sight

In efforts to enhance opportunities for the Pyeongchang WinterOlympic Games in Korea in February 2018, Ms. Miki Ando offered
a commentary on interesting points of view to enjoy watching theWinter Olympic Games, while Korean concerts and talk shows were
held by Super Junior (Donghae, Eun Hyuk and Yesung) and T-ARA
to heighten the sightseeing charms of the three municipalities.

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2017 Travel Showcase

Travel Showcase [Events Planned by Organizers]

Variety of Projects for Industry Players and Consumers Highlighted
This year marked the fourth year and came into the second stage in the evolution of this event, which was reflected in the event theme,“Modern Travel: Visit. Participate. Enjoy.” It introduced themed travel, industrial travel, and sports tourism to enhance the ongoing provenprograms while experimenting with measures and policies to vitalize the tourism industry.

New Projects “New Style of Travel”

Themed Travel
Tr avel is no longer
determined by destinations
but by themes with specifictourism resources. Newe x h i bit ion b o ot h s to
introduce characteristicfeatures include: “HolyAnime Mecca 88 in Japan”
selected by anime fans in
the world; “Eco-tourism,” a travel style, bringing constant benefits while
maintaining nature, culture and history unique to the area; informationon the marathon races planned throughout Japan; and the fascinationof Japan’s industrial revolution heritage in the Meiji period. The panel
exhibition set by organizers also introduced 13 travel themes.

Experience Fun-filled “Industrial Tourism”
Industrial tourism means tourismrelated activities providing Japanese spiritof making items through various tourism
resources, including industrial-culture assets(industrial heritage such as old geometric
tools and factor y remains), production
sites (factories and studios) and industrial
products. At the sites -- Aichi prefecture,t he cit y of K ita k y ushu, Su mida Wa rdand Suwada -- Blacksmith Works showed
respective industrial tourism facilities,
factory night views and specialty skills.

<Themes Featured>
Anime tourism / Eco-tourism / Local marathons nationwide / Meiji-Japan’s
industrial revolution heritage / Historic legacy of old folk houses / Cycle tourism/ Birthplace of Japan’s pilgrimage culture / Ninja tourism / Century-old
Ryotei / Scenic route tourism / Sake brewery tourism / Religious pilgrimage
visits to temples and shrines / Movie or TV On-Location tourism

Local Yuru Sports
Transmitting the appeal of local
regions through sporting activities
is t he idea behind “Loca l Yur u
Sports” (yuru meaning slow, easy andrelaxed). This year, visitors struggledwith carrying the large karuta cards
lined up in the site. Scenes of children
running around to find cards with
their parents in earnest were funny
yet had a happy atmosphere.

Special Projects 2017

Three Baltic Countries Project
The three Baltic countries (Estonia, Latvia, Lithuania) in the east of
the Baltic Sea and on the southern side of Finland were featured at thisyear’s Tourism EXPO Japan. Seminars delivering the beauty of eachcountry, and performances of the Lithuanian choral society and Latvian
traditional instrumental music were conducted on the trade days.
Talk shows featuring former sumo champion Balto and jewelry
workshops were also conducted on the general-public days, where many
visitors had opportunities to familiarize themselves with cultures of theBaltic nations.

Overseas Hotel Corner

Wit h t he cooper at ion of t heOverseas Hotel Executive Association(OHEA), a place to introduce theattractiveness of overseas hotels
newly was opened this year wheren i ne or g a n i z a t ion s , i nc lud i n g
hotel g roups, prov ided va r ious
information.

Travel Plaza
Operators dealing withtravel specialized in certain
areas, countries and fields
exhibited here. In addition
to boot h pa r t icipat ion,briefings were conductedin the nearby presentation
space, providing visitors
w it h rare tour products
and travel information. Individualistic and characteristics ofspecialized travel companies were also introduced.

30

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Ongoing Projects“Cheer Up Japan” through the Power of Travel!

The 3rdJapan Tourism Awardswinning Features

Sports Tourism

Meet the WorldMLB ROADSHOW2017
MLB ROADSHOW, the baseballtheme park being developed in
Asia, South America, Europe andall around the world, was held at
the TEJ venue as a new sports
attraction, showcasing a fascinationof Major League Baseball.

“i enjoy!” Para Sports Park

SNOW SPORTS SQUARE

Reconstruction Support for
Tohoku and Kumamoto
JATA Tourism Charity Auction 2017

Study-abroad Corner

The 65th Japan Tourism
Poster Contest

Ito En O~i Ocha New Haiku Grand Prix

EUROPE SQUAREFamily Market Grows with Improved Hospitality!
Available again this year were kids’ corners with baby stroller yards
to accommodate families with babies and small children. On the
consu mer days,
children enjoying
a variety ofhands-on eventswith their parents
were observed.

31

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2017

Travel Showcase

Travel Showcase (Stage Programs)
Featured of many various performances and eventsPlace

9/23 sat.

EAST 1Time

A Stage

EAST 3Watch

For Families

Feel

Learn

Ceremony

B Stage

EAST 4

Japan Stage

10：00
10：30 - 11：00

10：30 - 11:00

EGYPTIAN FOLKLORIC PERFORMANCESFOLKLORIC/TANOURA

11：00

10：30 - 11：00

The Marianas
Mariana-chan & Miss Marianas

Public relations of Kumamoto Prefecture
Kumamon-tai

11：15 - 11:45

All about IWATE & Morioka Sansa Odori
IWATE MARUGOTO OMOTENASHITAI &Miss Sansa Odori Dancers

11：15 - 11：50

Ibaraki-prefecture Tochigi-prefecture
Sightseeing PR & Performance
Mashiko Tatsuro, Ryo Fuuka

12：00 - 12：30

12：00 - 13：30

12：00

11：15 - 11：45

Tango Argentino
Diego & Carla

Taking a Drone on Honeymoon- 400 Days Around the World
HoneymoonTraveler Kaz Yamaguchi

12：00 - 12：30

Tokyo Skytree’s official character Sorakara-chan’s show.
And Tomomi Kuno & Yusuke Minamida's TOBU Railway
Talk Show Nikko City・TOBU Group
12：30 - 13：00

Traditional Cultural Performance
Nepal Traditional Cultural Performance group12：45 - 13：15

Shakyakirti Dance from South Sumatra andother Indonesia Traditional Dance Performance
Artina Production

13：00
13：45 - 14：15

San-ai mizugi rakuen Beach Style Show 2017
Kumae Rui(2017 San-ai mizugi rakuen Image Girl)
14：00

Hyogo Tourism Promotion～Food&Travel～
Hyogo, Kobe, Himeji, Akashi, Ako,Awaji Island

13：15 - 13：45

Thankyou from kyushu ＆ Fly to kyushu campaign!
Kyushu Tourism Promotion Organization

13：30 - 14：00

Myanmar Ethnics Dances(Chin,Rakhine,Shan)
Group of Myanmar Ethnics Dances

14：00 - 14：30

14：15 - 14：45

The 65th Poster Competition
for Tourism of Japan
Organizer

Meet Colors! Taiwan
Musou Band

14：30 - 15：00

PHILIPPINES STAGE
15：00

15：00 - 16：00
15：15 - 16：15

Talk Stage on Tokyo Tourism Promotion
Mikihisa Azuma, Tokyo Metropolitan Government

15：00 - 15：30

Welcome to Chiba!
Chiba Prefecture/Kisarazu City/
An Edo Travelogue through Four Hokuso Cities

Tour Grand Prix 2017
Organizer

15：45 - 16：15

Hattori Hanzo and the Ninjas Performance
Hattori Hanzo and the Ninjas

16：00
16：30 - 17：00

16:30 - 17:00

17：00

16：30 - 17：00

Mexican Mariachi Live Performance
Mariachi Agave+150 year romance［Tosa Omotenashi Kaientai(Kochi's Idol group) ］

Shiga prefecture tourism promotion
by Shiga prefecture mascot characters
Biwako Visitors Bureau

17：15 - 17：45

17：15 - 17：45

17：15 - 17：45

HK Express Q&A
HK Express

Chinese Acrobatics and dance
Datang Furong Garden Art Troupe

Historic Sekigahara Battlefields Promotion
Sekigahara Female General Squad: Tomoe-gumi

18：00

Place

9/24 sun.

EAST 1Time
10：00

A Stage

EAST 3

B Stage

EAST 4

10：15 - 10：45

Paraguayan harp and dance of bottles
SonrisaLet's go to the world with a bicycle! Proposal of ahealthy and environmentally friendly travel form
Takashi Nakaoka

To heard and seen The beauty of Taiwan Aborigine
Composed Artistes In Taiwan Aborigines (CAITA)

11：45 - 12：30

Okinawan traditional performing art Eisa
The Okinawa-city
Young Men's Associtaion

12：00

12：45 - 13：15

The PyeongChang 2018 Olympic &Paralympic Winter Games Promotion event

13：00

14：15 - 14：45”The Lithuania's Centenary Song Celebration"
Choir Group
Lithuanian National Culture Centre
15：00 - 15：30

the Four Regions Dance(RABUM SEE PHAK)
Banrabum Thai Classical Dance"Soma-nomaoi" Traditional Horse Racing :Conchand Folk Song "Soma Nagareyama" Performance
Soma-nomaoi Nakanogo Equestrian Association

Uzbek Dance Show "Greetings of the bride"
GULISTON

11：45 - 12:15

AKI HIROSHIMA BUSHO-TAI
Samurai Performance

12：00 - 12：30

Where on earth is Laos?
Goodwill Ambassador of Tourism of Laosand Nam Kat Yorla Pa eco-resort.

12:15 - 12:45

Shimane the Land of "Go-En"PR
Shimane tourism mascot “shimanekko

12:45 - 13:15

PHILIPPINES STAGE

13:00 - 13:30

Wakayama Tourism Promotion
Rei Okamoto, WAKAYAMA Mascot Character

13:45 - 14:15

YOKADO KAGOSHIMA
Local character（Guripuu, Satsuma-kansi HAYATO)

14:15 - 14:45

14:30 - 15:00

The Special Stage of South African
Drum Jembe
Drum CaféGunma prefecture Sightseeing PR stage
Local character (Gunma-chan and others)

15：00 - 15：30

15:30 - 15:00

CLUB MED G.O. SHOWCLUB MED Hokkaido Tomamu & Sahoro
G.O team

Performance byakita wanwan musume & akita wanwan boys

15：45 - 16：15

15：45 - 16:15

16:30 - 17:00

16:30 - 17:00

Cruise Writer Mis Ueda's Cruise Talk Show！
Cruise Writer Mis. Sumiko Ueda

16：00 - 16：30

16：00

11：00 - 11：30

11：15 - 11：45

Czech Republic: Traditional Cimbalom
band concert
The Strážnic
̆an cimbalom band

Dance Performance by International
Pacific University Dance Club
-When it bigan-

15：00

Rihwa NAMA - HOKKAIDO LIVE

13:30 - 14:00

13：30 - 14：00

14：00

10：15 - 10：45

10：30 - 11：00

11：00 - 11：30

11：00

Enjoy "Site of Japan's Meiji Industrial Revolution"with Rakugo Storytelling and Video Images
Sanyutei Utamusahi

The local "Donburi" Grand Prix
Organizer
16：30 - 17：00

Kantan Chamorrita ～Songs & Dance of Guam～
Guam Chamorro Dance Academy

Grand Finale
17：00

Place

SeminarSchedule

9/23

9/24

Japan StageTime

FOOD ACTION NIPPON STAGE

Organizer

East1

Seminar Room10

10:00-18:00

THE GRADUATE SCHOOL OF
PROJECT DESIGN

13:30 – 14:30 Seminar: Learn about “DMO”, essential factor of tourist destination management
Speaker: Mitsuru Okoso, Managing Director, Destination Management
Platform Promotion Board / Visiting Professor, THE GRADUATE SCHOOL OF PROJECTDESIGN
14:45 – 16:30 Free Conversation / Question time

East3

Seminar Room11

10:00-18:00

Long Stay Foundation

Longstay in Asia

East3

Seminar Room11

10:00-18:00

GUAM

Guam Chamorro Dance Academy

32

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Closing Ceremony / Grand Finale

Sept 24 (Sun) 16:30 – 17:00
Stage A, East Exhibit Hall, Tokyo Big Sight

Closes with Record-high 191,577 Visitors
More Beneficial Networking Event for 2018!
A record-setting 191,577 visitors concluded the fourth Tourism EXPO Japan
this year, with a significant number of business appointments completed, up
some 150% from a year ago. At the closing ceremony, JATA Chairman Hiromi
Tagawa said that this year was an appropriate year to kick off the second threeyear stage featuring prominent events with exciting and hands-on exhibitions,paving the way for more to come in 2018.
The Booth Grand Prix awards ceremony named the winners of the Grand Prix
Award for one organization, Second Grand Prix Award for two organizations,
Special Award for one organization and Planning Committee Chairman Awardfor one organization. All exhibitors and event visitors voted for the awards
for two days from Sept. 22 (Fri) to 23 (Sat). Commemorative plaques, award
certificates and complimentary exhibit booths for 2018 as an extra incentive
were given to the winners.
In the event’s conclusion, local characters throughout the country gathered fora big cheer in the grand finale, in setting the tone for the 2018 event.

[Closing Ceremony]
Mr. Ichiro Hamakawa, P resident & CEO, JCB Co., Ltd.
Mr. Hiromi Tagawa, Chairman, Japan Association of Travel Agents (JATA)
Mr. Shigeto Kubo, P resident & COO, Japan Travel and Tourism Association(JTTA)
Mr. Tadashi Shimura, P resident, Japan Association of Travel Agents (JATA)
Grand Prix Award winners[Grand Finale]
Exhibitors (local characters from throughout Japan)*Refer to “Exhibitors’ Opinions” on pages 24-27 for winners’ information.

33

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2017

Travel Showcase

Survey of Trade Visitors
The largest business category of trade visitors was “travel companies” constituting some 35.1%, followed by “information and communications/
IT-related companies” (8.8%), revealing a widening of business categories. According to satisfaction ratings by purpose of visit, more than 80% wasmarked in all categories with a 92.6% satisfaction rating for “Broaden network outside the industry,” underscoring the increase of the business sector
beyond industry borders.

Visitor registrant counting (n ＝ 4,263）■ Occupation■ Business Category

Travel agency
IT-ICT-related/
Communication service
Manufacturing industry
Publication/Media
Marketing consultant
Hotel/GSA/Lodging facilities
Transportation(airline, railway, bus, taxi)
Land operator
Wholesale and retail trade
Finance/Insurance service
Construction industry

Sales

35.1
8.8
5.0

8.3

Corporate planning

2.3
1.7

7.1

Marketing

1.6
1.5
1.4
1.1
0.9
0.8

Tour escort/Guide
Local community development
Education/Research instituteTransport facilities(airport, station,bus terminal, service area)
The medical welfare
Rent-a-car
CruiseOthersUnclear

10.6

Advertising

3.8
2.8

Tourism organization(tourist promotion office, DMO)

22.5

Planning/Purchasing

4.7
4.2

Local government office
Theme park/Attraction
National office/Public agency

30.5

Overall business

6.1

5.5

General affairs

1.2

Accounting

1.1

Others

0.5
0.5

9.5

Unclear

0.4
0.3

0

0.2

E

3.7

10

20

40 ％

30

0.2
13.5
2.5
0

10

20

40 ％

30

Survey of Visitors (n ＝ 675）

■ Purpose of Visit (multiple choice)■ Satisfaction Rating by Purpose of Visit (multiple choice)
Very satisﬁed

Gather information

32.0

Increase knowledge

21.9

Broaden network
within the industry
Obtain ideas for new
business models

10.8

8.2

Broaden network with
non-travel industry

6.7

Find business partners

6.7

Others

1.9 2.7

Increase knowledge

47.5

46.1

2.5
6.1

5.1

Obtain ideas for new
business models

29.5

58.5

6.5

5.5

Expand business into
new areas and arenas

27.4

60.4

6.1

6.1

Broaden network with
non-travel industry

28.4

64.2

Find business
partners

25.4

Others10

Survey of Exhibitors（n＝141）

20

30

20

40

Attract industry
participants

29.6

Broaden network
within the industry

17.7

Overall satisfaction

16.3

Attract travelers

17.0

Attract industry
participants

14.2

Broaden network
within the industry
13.2

60

100 ％

80

Broaden network
outside the industry 2.8

0.5

Others 3.5
20

30

40 ％

0

Satisﬁed

Dissatisﬁed

7.8

62.4

9.9

59.6

31.2

20.6

20

16.3

49.6

14.2

57.4

7.1

32.6

12.8

40.4

9.2

43.3

Unclear

10.6

73.0

7.1

Attain specific businessdeal or agreement 5.0

8.4

10

4.5 1.5■ Satisfaction Rating by Purpose of Exhibit
30.6

0

5.2

By purposes, nearly 30% of respondents selected “attract travelers” and “attract industry participants,”
followed by “broaden network within the industry” and “attract specific business deals or agreements.” Nineout of 10 respondents expressed overall satisfaction, reflecting a high evaluation by the majority of exhibitors.

Attract travelers

Others

12.7
58.2

Very satisﬁed

Broaden network
outside the industry

5.9 1.5

56.7

35.8

0

40 ％

■ Purpose of Exhibit (multiple choice)

Attain specific businessdeal or agreement

3.9

57.2

0.1

0

Unclear

46.3

31.6

3.4

Unclear

Dissatisﬁed

49.1

Broaden network
within the industry

10.1

Expand business into
new areas and arenas

Satisﬁed

Gather information

71.6

4.3

40

60

80

100 ％

34

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■ Age Groups ／ Sex

Survey of General Visitors （n＝1,006）

男性

1.2
1.1

Under 94.2

10s

Nearly six of every 10 consumers were female, with the largest age
segments generated from those in their 40s, followed by 30s, 20s and 50s.
They expressed high expectations for various events including to “enjoy
events,” “discover the next overseas/domestic travel destination” and“enjoy sense of travel,” indicating a high satisfaction rating by purposeof visit.
For the fourth year of Tourism EXPO Japan, awareness that theevent is filled with travel contents is growing among general consumers.

6.2

20s
40s
5.9

60s
1.4
0.6

Over 70■ Purpose of Visit (multiple choice)

17.1
15.4

3.8

0

5.5

8.8

10

20

Very satisﬁed

25.4

Discover next overseas
travel destination

Find next domestic
travel destination
Enjoy food and beverages

3.9

5.1

5.5

6.1

1.5

5.2

1.5

00 ％

00 ％

Obtain information forstudy-abroad/long-stay

3.1

Others39.7

Help enhance job

0

10

5.2

2.1

47.8

2.6 2.5

59.0

2.7 1.8
12.8

20

50.8

40

60

2.5

7.6 0.0

60.0

36.5

0

30 ％

20

55.4

53.3

27.1

Others

0

2.6

45.0

39.1

Obtain information
for study-abroad/long-stay

2.3

Unclear

36.5

5.8

3.6

47.1

Find next domestic
travel destination
Enjoy food andbeverages

Unclear

3.5
45.5

37.3

Enjoy sense of travel

10.4

Dissatisﬁed

59.1
48.3

Discover next
overseas travel
destination

16.6

Satisﬁed

31.6

Enjoy events

17.3

Enjoy sense of travel

2.7

Overall satisfaction

21.4

3.4

30 ％

■ Satisfaction Rating by Purpose of Visit

Enjoy events

Help enhance job

23.0
22.2
23.7
24.4

30s

Unclear

40 ％

19.7

15.8

50s

女性

8.2

4.7

12.7

0.0

80

100 ％

The survey results revealed that consumers overall have high levels of motivation to travel, with some 80% of
domestic travelers enjoying one or more overnight-stay travel annually, also reflecting high experience inoverseas travel. As for travel style, some 60% of respondents chose “individual arrangement” in domestic travel, while more than 50% of respondents
selected “package tour” and “package tour at destination” combined. As for travel arrangement, despite the rise in on-line bookings for both domestic
and overseas travel, arrangements through travel companies represent around 50%, underscoring the presence of travel agencies.

Travel Trends of General Visitors

Domestic Travel■ Travel Experience within 1 Year
(Accommodation Travel)

More than 11 times 2.1%
Ten times 3.5%
Nine times 0.1%
UnclearEight times 1.4%
None
Seven
8.2%
8.2%
times 1.3%
Six times
2.0%■ Travel Companion
Others0.1%

Four times
6.1%
Three times
18.0%

Unclear 4.6%

Unclear
6.6%

Alone
12.3%

Package tour
21.2%

Family39.4%

Package tour at destination
10.0%

Friends
17.0%

Twice
21.5%

■ Travel Arrangement
Others 1.9%

Unclear
5.8%

Co-worker
0.5%
Once
17.0%

Five times
10.6%■ Travel Style

Individual arrangement
62.2%

Directly withairlines, hotels(incl. on-line
booking)
21.0%

Retail shops oftravel agencies
20.0%

Domestic on-line ﬁrms
(such as Rakuten)
21.5%

Couple24.9%

Via phoneof travelcompanies
2.7%

Travel agency
websites
24.0%

Overseas Online ﬁrms (such as Expedia) 4.3%

Overseas Travel■ Travel Experience(Accommodation Travel)■ Travel Companion■ Travel Style

Others 1.6%
Unclear
9.2%

Twice
10.0%

Ten times
24.3%

Three times
10.0%

Nine times 1.6%

Four times
7.1%
Five times
11.3%

Eight times 4.8%
Seven times 3.3%
Six times 5.3%

Others 1.7%

Unclear8.2%

Co-worker
1.0%

Once
13.1%

Alone
12.3%

■ Travel Arrangement

Unclear
11.4%
Family34.1%

Package tour
36.4%
Individual arrangement
35.5%

Friends
19.6%
Couple23.2%

Package tour at
destination
16.7%

Via phoneof travelcompanies
3.1%

Unclear
8.1%

Directly withairlines, hotels(incl. on-line
booking)15.1%
Domestic on-line ﬁrms
(such as Rakuten)
9.4%
Overseas Online
ﬁrms(such as Expedia)
13.9%

Retail shops oftravel agencies
25.8%

Travel agency
websites
22.9%

35

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2017

PR/Advertising Activities

PR activities [theme copy, key visual]
1. Theme copy

In the first three years of Tourism EXPO Japan (2014 to 2016), concentration was placedon recognition and branding as a tourism event to boost tourism demand among consumers.
In the second stage (2017 and 2018) -- expected to create events in which participants canfurther boost their business – themes and visuals further boost recognition among bothconsumers and tourism professionals in 2017. For consumers, the expression was created toarouse excitement to travel, while that for the trade was aimed at helping boost motivationand develop a stronger tourism industry through advertising exposure.

Modern Travel: Visit. Participate. Enjoy.

2. Key Visuals<Design Concept>

Designed to bring a feeling of entering a door to a place that fulfills a traveler’s every wants and purposes. The “new style” of travel isdepicted with the motif of a kaleidoscope, boasting the multiple-dimensional experiences that tourism brings.

［Digital media］
Aimed to reach a wide range of segments interested in tourism and travel. In efforts to expand the recognition of the event, newadvertisements were launched employing movies for online ads. Placed ads -- primarily those in existing search-based listings anddisplay ads based on user’s preferences -- drove viewers to the official website to increase traffic.
█ Internet Ad Target
Characteristics of Official Website 2017 Version
Ad area：4 prefectures in Kanto
・Entrances on the Grand top page of the website
Interest/age：
were made clearer for B2B and B2C, allowing
for more reach and lead in to appropriate
18-54 years old male and female with interest in travel
information.
█ Website Access Results・User interface enabling to stress-free access to
information
Page view counts：
・Responsive designing to display all pages on
3,476,027 PV (up 29% year-on-year)
smartphones
Session counts：
 650,325 (down 15% year-on-year)
User counts：
529,257 (down 16% year-on-year)
Video Ads
YouTube/TrueView Ad
Sept. 8 (Fri) – 24 (Sun)Viewer counts 350,311 (up 1,900% year-on-year)

PC-version

Smartphoneversion

Listing Ads
Sept. 8 (Fri) – 24 (Sun)Ads to bring in potential visitors in accordancewith search result
Display counts: Yahoo! 506,290; Google 168,785〈Display Ads/Travel Voice〉
Sept. 4 (Mon) – 10 (Sun); Sept. 16 (Sat) – 22 (Fri)
Display counts: 280,000〈SNS Development〉
In addition to conventional Facebook
and Twitter (for public) developments,
newly set up Japanese and English Twitter
accounts for business and Instagram
accounts for public, also conducted acampaign to concurrently post Tourism
EXPO Japan on Sept. 7 (Thu), 14 (Thu) and21 (Thu).

Sankei News (PC-version)/In-Read Ad
Sept. 11 (Mon) – 18 (Mon/holiday)
750,886 VIMP (n/a)
SankeiBiz (PC-version)/In-Read Ad
Sept. 11 (Mon) – 24 (Sun)87,386 VIMP (n/a)
Sankei Digital/Backdrop, Landscape Ad
Sept. 18 (Mon) – 24 (Sun)76,550 VIMP (n/a)(Sankei News, iZa, SANSPO.COM,
SankeiBiz, zakzak)
Internet Site Live Broadcasting (5 hours)
Sept. 22 (Fri)
Impress/Travel Watch
YouTube LIVE “Travel Watch Channel”
Viewer counts 8,245
Nikoniko Live Program “Car Watch Channel”
Viewer counts 21,373

Display Ads/Yahoo! Google

Sept. 8 (Fri) – 24 (Sun)Retargeting Ads
Ads to draw potential visitors to thewebsiteInterest Category Ads
A ds to bring in potential segments
became interested
Website Quality Target Ads
A ds to attract potential segments whoare interested
 isplay counts: Yahoo! 7,457,879;
D
Google 6,911,712

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[Advertising Media]
Running of advertisements beginning September included transit, magazines, cable TV, and distribution of advertising catalogue.

◆ Transit Ad Media/Poster Display ─ ─────────────────────────────────────────────────● J R hanging banner ads (B3 size): total 10,330 sheets
Shonan-Shinjuku and Ueno-Tokyo Lines: Sept. 15 (Fri) – Sept. 18 (Mon)
Keihin-Tohoku, Negishi, Chuo (rapid-transit/local trains, Keiyo, Saikyo,
Rinkai, Yamanote, Yokosuka and Sobu (rapid-transit) Lines: Sept. 18(Mon) – Sept.19 (Tue)● Station ads (B1 size)
Tokyo Metro: total 60 sheets at 44 stations:Sept. 8 (Fri) – Sept. 22 (Fri)Tobu Railway: total 190 sheets (Tobu-Tojo Line stations
included): Sept. 1 (Fri) – Sept. 24 (Sun)JR Yokohama station: total 5 sheets: Sept. 19 (Tue) –Sept. 24 (Sun)● Y urikamome car card ads
Frame face ads (B3 size): total 370 sheets:
Sept.18 (Mon) – Sept. 24 (Sun)

Door-side ads: total 230 sheets:
Sept. 1 (Fri) – Sept. 24 (Sun)● JR above windows (B3 size): total of 3,500 sheets
Keihin-Tohoku, Negishi, Saikyo, Rinkai and Yamanote Lines, and Chuo/
Sobu Lines’ local trains: Sept.18 (Mon) – Sept. 24 (Sun)◆Advance Announcement Tools ─ ──────────────────────────────────────────────────● A nnouncement posters (B3 size)
2,500 sheets
Distribution to exhibitors
Early Sept. – Sept. 24 (Sun)● Leaflets for trade visitors (A3 half-hold size)● Leaflets for general visitors
34,500 sheets(A4 size)69,490 sheets
Exhibitors, companies of Japan Travel and Tourism
Exhibitors, companies of Japan Travel andTourism Association’s board members
Association’s board members and Japan Association ofand Japan Association of Travel Agents’
Travel Agents’ board members, sponsor organizations
board members, sponsor organizations◆Magazine Ads

All Nippon Airways in-flight magazine“Tsubasa no Okoku” (Aug. issue)
Japan Airlines in-flight magazine “SKYWARD”(Sept. issue)
2017 CRUISE STYLE GUIDE “EMBARKATION”
AERA (Sept. 16 issue)◆TV and Outdoor Video Ads ──────────────────────────────────────────────────────Tabi Channel 30-sec CF/Cartoon Network 30-sec CF/Kansai International Airport (KIX) Information Board 15-sec CF/Haneda Airport Haneda Future Vision 15-se CF

37

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2017

Public Relations Activities[Publicity Activities]
In efforts to generate attention from media, a total of 13 press releases were issued starting in March and up to the event’s opening. Press
briefings were conducted centering on travel trade press and magazines on the eve of the event. Travel trade SNSs were launched in 2017, in
addition to the conventional SNSs for B2B and B2C transactions, conducting concurrent posting campaigns.
The first press conference on the event was on Tuesday, May 30. Some 50 media representatives participated in the press conference,
generating up to 230 exposures in newspapers and websites. The three organizers represented by their top executives participated in photosessions during the event, generating a strong PR effect with event publicity and branding activities.

Media Exposure
4-day total: 1,118 journalists■ Exposure Volume: 2,724 media in total
A total of 2,724 media exposure, including TV, newspapers, magazines and websites■ TV: 10 Programs
The event was featured in a total of 10 programs with nationwide major stations. News coverage nationwide included TX “Yugata
Satellite,” CX “Minnano News,” both broadcasting more than four minutes. In addition, regional TV stations such as TBS, TOKYOMX
and Chukyo broadcast the event.

 ajor Newspapers, News Agencies, Sports■M
Newspapers, Magazines: 181 MediaIn addition to major nationwide newspapers such as Asahi
Shimbun, Yomiuri Shimbun, Sankei Shimbun, Mainichi Shimbun
and Nihon Keizai Shimbun, local newspapers ran a variety ofstories.

 EB: 2,533 Media■W
Stories were widely exposed through the websites of Asahi
Shimbun, Yomiuri Shimbun, Kyodo News Service and Jiji Press.
Also, thanks to coverage on web news of NHK and other key
TV stations, other portal sites such as the inf luential Yahoo!
published the event. The total exposure website count reached2,533.
Media invitees from overseas also provided exposure in
respective media.

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List of Tourism EXPO Japan 2017 Sponsors, Supporting Organizations[Event Name] Tourism EXPO Japan 2017
[Organizers] J apan Travel and Tourism Association (JTTA, Public Interest Incorporated Association) / Japan Association of Travel Agents (JATA, General Incorporated
Association) / Japan National Tourism Organization (JNTO, Incorporated Administrative Agency)
Organizing Committee<Chairman>
Norio Yamaguchi[Support] M inistry of Land, Infrastructure, Transport and Tourism (MLIT)/MLIT Japan Tourism
Agency / Ministry of Internal Affairs and Communications / Ministry of Foreign Affairs /Japan Sports Agency / Agency for Cultural Affairs / Ministry of Agriculture, Forestry and
Fisheries / Ministry of Economy, Trade and Industry / Ministry of the Environment / Tokyo
Metropolitan Government / Tokyo Convention & Visitors Bureau/ Japan External Trade
Organization (JETRO) / Keidanren (Japan Business Federation) / The Japan Chamber ofCommerce and Industry / The Tokyo Chamber of Commerce and Industry

Chairman & CEO, Japan Travel and Tourism Association<Vice Chairman>
Hiromi Tagawa
Chairman, Japan Association of Travel Agents (JATA)
Ryoichi Matsuyama President, Japan National Tourism Organization (JNTO)<Members>
San-e Ichii
Managing Director & Secretary General, Visual Industry Promotion Organization
Shinichi Ito
Chairman of the Board, ANA Holdings Inc.
Masaru Onishi
Director, Chairman, Japan Airlines Co., Ltd.
Jungo Kikuma
Chairman & CEO, World Air-Sea Service Co., Ltd.
President and Representative Director, SEIBU HOLDINGS INC.
Takashi Goto
Koji Kondo	Vice President, All Nippon Travel Agents Association
Koremitsu Sannomiya President & coo, JCB International Credit card Co., Ltd.
Hiromichi Shinohara	Vice Chairman, Council for Global Communication Development
and Promotion
President, Japan Hotel Association
Yasuhiro Shimura
Daichi Suzuki Ph. D Commissioner, Japan Sports Agency
Hiroshi Suda
Co-Chairperson, Tourism Committee, Japan Chamber of Commerce and Industry
Yoshihiro Sekihachi Chairman, Hokkaido Tourism Organization
Chokei Taira
Chairman, Okinawa Convention & Visitors Bureau
Hiroyuki Takahashi President & CEO, JTB Corp.
Akihiko Tamura	Commissioner, Japan Tourism Agency, Ministry of Land, Infrastructure, Transport
and Tourism
Tetsuro Tomita	Chair, Committee on Tourism of Keidanren; Vice Chair of the Boardof Councilors, Keidanren (Japan Business Federation)
Chairman, Japan Ryokan and Hotel Association
Satoru Haritani
Executive Director, EAST JAPAN RAILWAY COMPANY
Masao Hino
Takeo Hirata	Secretary General, Secretariat of the Headquarters for the Tokyo 2020 Olympic
and Paralympic Games
Yuji Fujita	Director General, Bureau of Industrial and Labor Affairs, Tokyo
Metropolitan Government
Ryohei Miyata
Commissioner, Agency for Cultural Affairs
Kazuaki Maruo
Executive Chairman, NIPPON TRAVEL AGENCY, CO., LTD.
Frederic Mazenq	Director in Japan and Asia-Pacific-Middle East Regional Coordinator, France
Tourism Development Agency (Atout France)
Planning Committee<Chairman>
Hiromi Tagawa

Chairman, Japan Association of Travel Agents (JATA)<Vice Chairman>
Shigeto Kubo
President and COO, Japan Travel and Tourism Association
Executive Vice President, Japan National Tourism Organization (JNTO)
Morihiro Kawata<Special Advisor>
Prof. Yoshiaki Hompo Chief, Regional Support Office for Asia and the Pacific, UNWTO<Members>
Satoshi Akiho	Senior Director Tourism & Inbound Promotion Marketing & Sales Planning, ALL
NIPPON AIRWAYS CO., LTD.
Katsuya Igarashi	Regional Promotion Division GM, The Japan Chamber of Commerce & Industry
President & CEO, JTB World Vacations Inc.
Toru Ikuta
Executive Officer & Director, Inbound Travel, KNT-CT Holdings Co., Ltd.
Masahiko Inada
Norihiko Imaizumi	Chair, Sub-Committee on Planning Committee on Tourism, Keidanren (Japan
Business Federation)
Atsushi Otsuki	Executive Director and Senior Executive Officer, Sales & Marketing Headquarters
Co-Head, Individual Travel Sales Headquarters Head, NIPPON TRAVEL AGENCY
CO., LTD.
Nao Ozawa
Chief Executive Officer, Nippon Foundation Paralympic Support Center
Hiroyasu Onuma	Senior Director, Tourism Division, Bureau of Industrial and Labor Affairs, Tokyo
Metropolitan Government
Yutaka Kidawara	Representative of Secretariat, Council for Global Communication Development
and Promotion
Vice President, Japan Travel and Tourism Association
Minoru Kubota
Executive Vice President, Japan National Tourism Organization (JNTO)
Mamoru Kobori
Fumiyo Saito	General Manager, Public Relations DIV., CSR Management Headquarters, Hankyu
Travel International Co., Ltd.
Eiji Sawayama	Vice President, Tourism Promotion, Managing Division Passenger Sales, Japan
Airlines Co., Ltd.
Tadashi Shimura
President, Japan Association of Travel Agents (JATA)Managing Director, EAST JAPAN MARKETING & COMMUNICATIONS. INC.
Atsushi Takahashi
Tetsunori Dambara Managing Director, MIKI TOURIST
Deputy Director-General, Agency for Cultural Affairs
Yuji Nagayama
Vice Commissioner, MLIT / Japan Tourism Agency
Naoya Haraikawa
Deputy Director-General, Japan Sports Agency
Akishige Hirai
Hisataka Hiragochi 	Director General for Planning and Promotion, Secretariat of the Headquarters for
the Tokyo 2020 Olympic and Paralympic Games
Toshifumi Makita
Deputy Secretary General, Visual Industry Promotion Organization
Yasuhiro Watanabe Full-time Professor, Business Management, J.F. Oberlin University[Planning / Operation] Tourism EXPO Japan Promotion Office[Official Sponsor] JCB Co., Ltd.
[Sponsors by Operation]◉ Travel Showcase
Gold Sponsor: Philippine Department of Tourism
Silver Sponsors: Hawaii Tourism Japan / Japan Airlines Co., Ltd. / ALL NIPPON AIRWAYS CO., LTD. /NARITA INTERNATIONAL AIRPORT CORPORATION / EAST JAPAN RAILWAY COMPANY / Tokyo Good
Manners Project Association / HITO-Communications, Inc.
Bronze Sponsors: Oriental Land Co., Ltd. / Tokio Marine & Nichido Fire Insurance Co., Ltd.
Allied Sponsors: HOKKAIDO RAILWAY COMPANY / Central Japan Railway Company / West Japan
Railway Company / Shikoku Railway Company / Kyushu Railway Company◉ Tourism EXPO Japan Forum
Forum Pass-holder Sponsor: Tourism Authority of Thailand
Forum Café Break Sponsor: Club Med◉ JAPAN TOURISM AWARDS
Sponsor: JCB Co., Ltd.
◉ WELCOME RECEPTION
Japan Airlines Co., Ltd. / ALL NIPPON AIRWAYS CO., LTD. / Travelport Japan K.K. / ITO EN, LTD.
[Advertising Sponsors]◉ Off-site Advertising
Moving Walk way Poster Board Ad: JCB Co., Ltd. / NATIONAL TOURIST OFFICE OF SPAIN / Tokio
Marine & Nichido Fire Insurance Co., Ltd.
Entrance Information Side Ad: Philippine Department of Tourism / NEPAL TOURISM BOARD
Galleria Banner Ad: JCB Co., Ltd. / Philippine Department of Tourism
Galleria Central Pillar Ad: Seoul Tourism Organization / Philippine Department of Tourism
Galleria Pillar Ad: SRI LANKA TOURISM PROMOTION BUREAU◉ On-site Advertising
Hanging Banner Ad: JTB Corp. / Tokyo Metropolitan Government (Tokyo Tokyo) EAST JAPANRAILWAY COMPANY / Ministry of Hotels and Tourism, Myanmar / SRI LANKA TOURISM PROMOTIONBUREAU
Travel Showcase Official Guide Ad: Aeroflot Russian Airlines / JCB Co., Ltd. / ALL NIPPON AIRWAYS
CO., LTD. / NARITA INTERNATIONAL AIRPORT CORPORATION / Japan Airlines Co., Ltd. / Joint
Tourism Promotion Cooperation Initiative for Balkan Region / Baltic States / Philippine Departmentof Tourism / FINNAIR / Macao Government Tourism Office / South African Tourism / Deaps
Technologies, Inc.
Brochure Distribution: Tourism Strategy Division, Tourism Exchange Bureau, Tottori Prefecture
Travel Showcase Pass Holder Ad: Club Med◉ In advance Advertising
Official Website Banner Ad: Salar Amazon[Operational Cooperation]◉ WELCOME RECEPTION Cooperation
Anime Tourism Association / KIPS Co., Ltd. / Tao Entertainment Co., Ltd. / Toppan Printing Co., Ltd. /Japan Sake Fan Tour Promotion Council / Nippon Telegraph and Telephone Corporation / Logbar
Inc.
◉ EXPO Appreciation Get-Together Cooperation
Kochi Visitors and Convention Association / Embassy of the Argentine Republic / Okinawa
Prefecture / Tosa Omotenashi Kaientai / Embassy of the Republic of Kenya / Iwate Prefecture◉ Ad/PR Cooperation
Japan Airlines Co., Ltd. / ALL NIPPON AIRWAYS CO., LTD. / EAST JAPAN RAILWAY COMPANY /TOBU RAILWAY CO., LTD. / Tokyo Metro Co., Ltd. / Japan Airport Terminal Co., Ltd. / New KansaiInternational Airport Co., Ltd.
(* random order)(as of Sept 1, 2017)

Tourism Information Exhibition Representing Asia Participated by More Than 800
Companies and Organizations from 70 Countries and Areas of the World

The 33nd Korea World Travel Fair 2018

Date: June 14 (Thu) – June 17 (Sun), 2018
Venue: 1F, Halls A, COEX
Organizer: K orea World Travel Fair (KOTFA 2018)
Planning Committee

Currently accepting applications (until April 13, 2018)www.kotfa.co.kr

Korea World Travel Fair (KOTFA) and Tourism EXPO Japan made an agreement to cooperate on tourism promotion for the events.

39

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Reserve your booth now!

Tourism EXPO Japan 2018
190,000 visitors to gather for TEJ
Date: Thursday, September 20-Sunday, September 23, 2018
Venue: Tokyo Big Sight
Tourism Trade Show with a Full Program● 2 Business Meeting Days!
Hold business meetings and networking with tourism industry people from overseas andJapan. In 2018, business meetings with appointments will be extended to 2 days. The two
weekend days will see over 140,000 visitors from the general public. A great opportunity
to promote tourism.

● Tourism EXPO Japan Forum
Analyze the latest tourism industry information and pave the way to the future of the
tourism and travel industries!

● Japan Tourism Awards
Recognizing outstanding contributions to the tourism and travel industries!

● WELCOME RECEPTIONGreat chance to socialize and network with industry people in and outside Japan!

VISIT JAPAN Travel & MICE Mart (inbound travel business meetings) also
to be held. (Organized by JNTO)

Exhibition Fee（Application Deadline: Friday, April 27, 2018）
1. Standard Booth (9㎡) Package: 486,000 JPY (Tax Included)
2. Space Only (9㎡): 432,000 JPY (Tax Included)※Registration of minimum of 4 spaces is required.
● 8% Early-Bird Discount is applied to applicants who register by Friday, March 2, 2018
*Please note that the programs are subject to change.

Application Request Form is Available Online!

http://t-expo. jp/en/biz[Contact]

Tourism EXPO Japan Promotion OfficeE-mail: event@t-expo.jp Phone: +81(0)3-5510-2004
For more information

Tourism EXPO Japan 2019

01_1017_Cover_EG.indd 2

http://t-expo.jp/en/biz

Date: Thursday, October 24-Sunday, October 27, 2019
Venue: INTEX OSAKA

2017/12/08 午後2:38