Market Profile:  Japan

RATING:  Mature 

STRENGTHS

Japan sends the highest volume of visitor from all markets into Washington State.  The Japanese market is very well established with Seattle being the “main draw” for tour packages.  Very strong desire from Japanese travelers for baseball tours with emerging interest in American lifestyle, culinary and wine, nature and healthy living.   The Japanese traveler is very “brand oriented” and will focus on shopping and staying at chain locations versus more boutique or unique environments. 

CHALLENGES

The Japanese market has continued to fall off due to many economic reasons, the H1N1 virus scare and basically a shrinking number of Japanese choosing to travel to the United States.  Economic crisis, decline in travel by Japanese young people and there is a major difficulty tracking FITs which make up largest share of the market.  These travelers tend to be very “Seattle-centric” and although their volume is great, visits to rural areas are extremely limited.    Need to find new outlet for fly-drive package options, as a very small number of younger generation Japanese are more open to adventures and seem to be willing to consider moving about the state.

AIRLINES

Although many carriers service the Japanese market, Northwest Airlines offers 7 daily flights per week; with additional weekend flights added during peak season with Boeing 777 aircraft.  United Airlines also offers 7 daily flights per week using Boeing 777 aircraft.