With the United States targeted as a top priority country for attracting inbound visitors to Japan, a five-year programme was launched in New York, September 19, 2003. It included:

• Supporting foreign-based tour operators in creating and marketing new tours. This support is in the form of financial assistance with brochure development, Web site links, co-sponsored newspaper and magazine advertisements, familiarisation trips and co-sponsored familiarisation trips for operators' select travel agents.


• Supporting travel agents actively selling Japan via a monthly e-mailed newsletter to Japan Travel Specialists, familiarisation trips, seminars and participation in major travel trade shows.


• Sending a message to the American traveller that Japan is a welcoming, friendly and value-oriented place to visit. This message is being dispersed through newspaper and magazine advertisements and advertorials, participation in consumer travel shows, such as the national AARP Convention Life @ 50+, and public relations activities.


• Launching a new campaign Web site at www.japanwelcomesyou.com.


• Conducting a direct mail campaign in conjunction with American Express.

Battle half won

There is a saying that it is never too late to begin anew. Japan's Inbound Tourism Initiative is being closely watched in Asia Pacific tourism marketing circles and is already beginning to pose a competitive threat to established destinations. It has three inherent advantages - high-quality infrastructure, solid funding and a reputation for safety, punctuality and professionalism. Hence, half the battle has already been won. The good news is that inbound promotion will not be at the expense of outbound. According to the Japan Association of Travel Agents, the country is still targeting 20 million outbound travellers by 2007.