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November 2009 |
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| Quarterly Market Review |
July - September |
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Japan |
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  Welcome
Q2 has been extremely positive for Japan in terms of trade exposure and media coverage.
Through events like the Hankyu Trapics seminar, and the JATA World Travel Fair, we have been able to reach a number of Japanese consumers and educate them on a range of South African travel itineraries.
2009 marks 350 years of wine making in South Africa, and
the occasion provided us with a number of opportunities to promote
the breadth of our wine tourism offering.
Following the success of our South African flower brochure, we
will be publishing a wildlife edition.
Interest in 2010 remains high and we plan to leverage maximum public and media interest in the
forthcoming match between Japan and Bafana Bafana, to be played in South Africa in November.
Our thanks go to the South African trade, and product, for their continued commitment and support
of our efforts.
Warm regards
Bradley Brower
Country Manager: Japan,
South African Tourism
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Activities |
350 anniversary of wine making seminar
24 July
The South African embassy hosted a seminar to commemorate 350 years of wine making at
the Cape.
Japan’s country manager delivered a speech on the history of South African wine making and several popular wine routes.
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‘Surprise Yourself SA’ Photo Exhibition,
3 to 31 August
A photo exhibition entitled ‘Surprise Yourself SA’, to highlight the country’s scenic beauty, floral kingdoms and wildlife was held at Japan Post Bank, in Tokyo.
South African products, music and SAT branding accompanied the display.
At a wine seminar held during the exhibition, SAT delivered a presentation on the history of South African wine making, and its wine tourism offering.
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Joint consumer seminar, 26 July
SAT Japan participated in a consumer seminar held by Hankyu Trapics in Tokyo.
A total of 120 Japanese consumers attended, and just under half booked trips to South Africa.
Diski dancing at Oimachi Festival, 31 August
At a summer festival hosted at Oimachi station -
an area used to promote international cultural exchange, SAT delighted the crowd with the Diski Dance, accompanied by professional Japanese dancers.
JATA World Travel Fair, 18 to 20 September
SAT Japan participated in Japan’s biggest
travel fair.
Around 110 784 show visitors and 700 trade
from 150 countries, experienced a 2010
showcase, Zakumi, exhibition football and iconic South African attractions.
SAT achieved a record numbers of media interviews, conducted with the Minister of Tourism and SAT’s Chief Marketing Officer.
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Media and Public Relations |
- Press Releases
Ongoing release of SAT news and 2010 messages to the trade media. All releases have been posted onto www.south-africa.jp with photos.
- Global hosting fam trip
A Japanese journalist attended the Confederations Cup 2009, and produced 22 photo stories that were featured on Sony’s Life-X website, and www.south-africa.jp. As a follow-on, a special webpage was uploaded to the SAT Japan site showcasing activities, sightseeing, shopping and dining in South Africa.
- ELLE global fam trip
ELLE Decor and ELLE online visited Cape Town to experience the Cape Floral Kingdom and shoot a design feature in Woodstock. The trip will generate a minimum of 4 pages in the magazine and their website.
- JATA media coverage
At a pre-World Travel Fair press conference, held at the Japan National Press Club, Minister of Tourism, Mr. Van Schalkwyk, revealed 2010 readiness and government measures concerning safety and security concerns to around 30 journalists. The Japanese media was also introduced to 2010 mascot Zakumi for the first time. Both events drew much positive media attention.
During the JATA World Travel Fair, 3 travel trade media, and 1 up-market lifestyle magazine, along with Japanese radio and sports TV, interviewed SAT’s CMO Roshene Singh.
- Query
In July, SAT Japan supported VOCE magazine's shoot, featuring Japanese celebrity Ms. Fujiwara, experiencing the cream of South Africa’s tourism offering. A 15-page feature is due to appear in the magazine.
Additionally, VIA magazine will publicise ecotourism in South Africa in the October edition. The magazine will be loaded on all airport Limousin buses.
- Football event coverage
Nikkan Sports publicised a full-colour, full-page feature to coincide with the Japanese national football team’s friendly against Ghana on 9th September. The spread featured South African music and culture, Durban’s tourism offering, and SAT advertorial including the 2010 Diski Dance.
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Upcoming Activities |
| JATA Working Group Trade seminar |
Date: 5 November 2009
Time: 17h00 – 19h00
Venue: JATA Board Room |
A trade seminar entitled ‘JATA Visit World Campaign’, will take place at JATA”s offices in Oskaka.
The focus will be 11 new destinations for Japanese travellers. Around 100 participants are expected.
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| Soccer Match between Japan and Bafana Bafana in South Africa |
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Date: 14 November 2009
Venue: Johannesburg |
Japan’s national football team will take on Bafana Bafana in a friendly.
SAT host media to cover the match and other tourism activities.
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| South African ‘above and below’ wildlife brochure |
Date: November to December 2009
Venue: Japan |
SAT Japan is producing a new brochure to showcase South Africa’s land and marine wildlife highlights, including the Big 7, urban penguins and the sardine run.
The publication features unusual safari recommendations, traveller information, and aims to show that South Africa’s wildlife is equally impressive, and more diverse, than competitor safari destinations. |
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| CONTACT |
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| For queries please contact South African Tourism’s Product department on product@southafrica.net. |
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