DoT notes increase in Japan arrivals for 1stQ

Japan regained its strength as the country’s second top market in terms of tourist arrivals for the first quarter of this year, overtaking Korea which now falls on third, according to the Department of Tourism (DoT) statistics division.

Tourism Secretary Roberto “Obet” Pagdanganan connects the improvements in statistics to the renewed interest of the Japanese travel agents with regard travel to the Philippines.

The DoT noted the recent visit to the country of Japan Association of Travel Agents (JATA) chairman Koji Shinmachi has played a major role in gaining back the confidence of the Japanese and further strengthened ties between the two countries. JATA has over 3,000 active members, associate and allied members worldwide.

Japan arrivals to the Philippines dipped to third place in January and February but recovered fast in March. For the first three months of 2004, Japan garnered a cumulative share of 16.7 percent while Korea on third place at 16.5 percent. The United States remains on top with 20.8 percent share.

The DoT likewise connects the improvements to the fact that among Japan’s choice destinations for short haul travels, the Philippines was the least affected by SARS and bird flu. The DoT views the sudden change in tourism statistics highly viable, especially for short haul travels.

Japan, among other countries in East Asia, is the country’s priority market in tourism. East Asia arrivals for the first quarter of 2004 cover 47.4 percent of the Philippines’ total visitor influx.

Aside from the Japanese’ spending power, Japan also holds the record of having the second biggest number in terms of influx of warm bodies to the country.

Japan arrivals generated for the month of March 2004 alone has reached over 33,000 as compared to 28,800 record in same month last year. Korea, on the other hand, has generated 25,858 for the same month this year as compared to 21,468 in 2003.

The DoT also noted that aggressive marketing initiatives, including tie-ups with airlines, incentive groups and familiarization trips are major efforts exerted by the DoT which won back the Japanese market.

For the first quarter alone, the DoT Foreign Invitationals Office has recorded five huge groups of familiarization trips for the Japanese travel agents and the media.

Under the leadership of Secretary Pagdanganan, short haul markets with high potential such as Japan will remain a top priority. He said that the DoT will continue to be bullish with its marketing efforts to further entice high potential markets such as Japan.