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Japan Association of Travel Agents, Tourism Promotion to Support East Hokkaido and Shiretoko. Travel products from 8 major companies and travel coupon giveaways.

Posted on 2022-10-28 by Editor in Chief

On October 27, JATA (Japan Association of Travel Agents) held a regular press conference to explain promotions to attract visitors to Hokkaido and the East Hokkaido area.

Although East Hokkaido is home to Hokkaido’s only World Natural Heritage site, Shiretoko, the surrounding economy has been hit hard by a decline in the number of tourists due to the new coronavirus and the impact on tourism since the sinking of a cruise ship on April 23, 2011.

Specifically, looking at actual overnight stays from April to September 2022, while Hokkaido as a whole has seen a 91% increase over 2021 (a 38% decrease over 2019), the Shiretoko area has seen only a 45% increase over 2021 (a 44% decrease over 2019).

While it is hoped that the drastic relaxation of waterfront measures from October 11 will bring back foreign tourists, the search for the missing persons is still ongoing six months after the accident, and JATA Vice President Etsumitsu Koyano explained the current situation, “While we believe that careful consideration is needed in implementing promotions to attract visitors, the survival of tourism in Shiretoko is in jeopardy. The survival of tourism in Shiretoko is in jeopardy,” he said.

The same day, the nationwide travel support program (“HOKKAIDO LOVE! Discount” for Hokkaido) began on the 11th, and the company decided to use this as an opportunity to promote Shiretoko in order to stimulate strong domestic demand once again.

Kinki Nippon Tourist, Club Tourism, Nippon Travel Agency, JTB, Tobu Top Tours, HIS, Yomiuri Travel Agency, and Hankyu Express will jointly promote the event on their websites and in advertisements, and each company will create travel products to attract visitors.

In addition, JATA has established the Hokkaido Prize as part of its “Laugh and Travel, and Good Luck Comes to You” campaign to stimulate demand for domestic travel, and 10 lucky winners will receive a 20,000 yen travel voucher for their next trip to Hokkaido when they purchase a travel product at least 10,000 yen per person at a JATA member company. The travel period is from November 1 to March 31, 2023, and the travel coupon can be used from April 1 to December 31, 2023.

Mr. Masao Yamazaki, Director of Tourism Promotion, Hokkaido Economic Affairs Department, who attended the press conference, said, “Tourism is a core industry in Hokkaido, and although there were some programs such as the Hokkaido Discount Program and Go To Travel, the East Hokkaido region has been facing a difficult situation due to its distance from the central city of Sapporo. This was compounded by the sinking of a cruise ship in Shiretoko. Shiretoko has to make money for the entire year from June to September, which is the on-season for sightseeing boats, but this year it lost that income,” he said, adding that Shiretoko is also focusing on adventure travel (travel to enjoy activities and cultural experiences in nature) and is rated as one of the most suitable places from overseas. The Adventure Travel World Summit 2023 is scheduled to be held in Hokkaido in 2023.

However, since adventure travel is a travel product, not just an outdoor activity, it can no longer be implemented if the travel agency no longer has the capacity to organize it, or if the accompanying guides become financially difficult to manage. In addition, adventure travel requires guides with English language skills to handle inbound travel. In Hokkaido as a whole, there are many people who have left the tourism industry due to the Corona disaster, and even if they want to rely on foreign workers, there are cases where they are unwilling to work due to the weak yen. Against this backdrop, he expressed hope that this promotion will attract more visitors to East Hokkaido and Shiretoko.

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