Vancouver, BC (August 2007)

Younger Japanese consumers are embracing the freedom and experiences that come with independent travel. This is according to a new Canadian Tourism Commission (CTC) study looking at how to restore Canada’s performance in the Japanese Travel Market.
Japanese travel interests are broadening, which provides Canada with new selling opportunities. Unfortunately, Canada’s share of these travellers is falling, despite the fact that the Japanese are travelling outside their country in record numbers.

Small- to medium-sized tourism businesses will find the study extremely useful in understanding the new generation of Japanese travellers and the experiences that are in demand regardless of how old they are.

Available at www.canada.travel/research

“There’s a whole new generation of Japanese travellers out there that want to get in on the action,” says Neil McInnis, Executive Director of Research for the CTC.  “Instead of just seeing the sights behind the window glass of a tour bus, they want to experience the Canadian outdoors and lifestyles for themselves.”

“The CTC is cutting a new path in Japan that’s going to expose these consumers to a whole new range of products, and provide tour wholesalers with increased service and more powerful selling tools,” says Andrew Clark, Vice-President of Sales for the CTC, who is overseeing the rejuvenation of the Japan market.

• The eleventh Canada-Japan Tourism Conference themed “Ahead of the Curve” will be held at the Sheraton on the Falls Hotel in Niagara Falls, Ontario, from September 5-7th, 2007. Since 1993, the event has been strengthening tourism trade relations and has sparked the innovation of new products, lowered trade barriers and provided an important forum for discussion and knowledge sharing.   
• KANATA 2007, the CTC’s annual marketplace in Japan brings Japanese buyers and Canadian sellers together in Tokyo this October 15-19, 2007.
• Japan is the Canadian Tourism Commission’s second largest key overseas market, accounting for just over 14% of volume and nearly 14% of revenue from the Asia-Pacific region.
• Japanese travel to Canada is significantly larger than that of China, Korea or Australia.
• Older Japanese travellers are looking for culture and the outdoors, while younger travellers want to experience first-hand the flavour of local everyday life.  Still very content with their group tours, more and more of those seasoned consumers are seeking out independent travel experiences.

about the CTC
The CTC is a national marketing organization. Our vision is compelling the world to explore Canada.

With our partners in the tourism industry and all levels of government, we:

• advertise and market Canada in 10 countries around the world;
• conduct industry research and studies; and
• promote product and industry development.

For travel information, media resources, meetings and conference planning details, research and news or to create extra-ordinary stories all your own, visit www.canada.travel.

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