JAPAN MARKET PROFILE Market overview In 2016, Japan was Australia’s sixth largest inbound market for visitor arrivals, fifth $2.7-3.3bn largest market for total visitor spend and ninth for visitor nights. Potential to be worth by 2020 Key importance factors for holiday destination choice1 Safety and security 65% Good food and wine 54% 413,800 Visitor arrivals3 Rich history and heritage 39% (á 23 per cent) World class nature 37% Value for money 37% 2 Visiting friends Aviation routes from Japan to Australia ◊§ Holiday & relatives ◊§ 67% 11% Various ports in Japan Osaka Tokyo ◊§ ◊§ ‡ Cairns (13 fpw) Business Other Hong Kong 10% 12% Brisbane (7 fpw) Gold Coast (6 fpw) Sydney (21 fpw) Melbourne Singapore (9 fpw) $1.7bn Total spend4 (á 29 per cent) fpw: flights per week *4 **4 Which airlines3 do visitors from Japan use to travel to Australia? 28 5 nights nights Airline 2012 2013 2014 2015 2016 Jetstar (Australia) 47% 43% 42% 39% 35% Average nights Median nights stayed◊ stayed◊ Qantas Airways 14% 16% 16% 22% 23% All Nippon Airways (Japan) 0% 0% 0% 1% 11% JAL 14% 14% 14% 12% 8% One month prior to travel Singapore Airlines 6% 8% 9% 8% 6% Booking peak period Cathay Pacific Airways (HK) 6% 6% 6% 5% 5% Thai Airways 1% 1% 1% 2% 2% Air Asia X 1% 1% 2% 1% 1% Jan-Mar, Jul-Sep and Dec Travel peak period Others 10% 11% 11% 10% 8% Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: the midpoint length of stay for which 50% of visitors stay less and 50% stay longer.◊ Data refers to an average of 2012-2016. § Refers to share of arrivals of respective purpose. ‡ Other includes education, employment and others. Sources: 1. Tourism Australia, Consumer Demand Project, 2016. 2. Department of Infrastructure and Regional Development, December 2016. 3. Department of Immigration and Border Protection, December 2016. 4. Tourism Research Australia, International Visitor Survey, December 2016. 1 JAPAN Market Profile 2017 JAPAN MARKET PERFORMANCE » The charts on this page provide a trend overview of visitor arrivals and spend over the last 10 years by main purpose of visit,Ja bypan first Jaandpan repeat leisure∆ visitors and also a snapshot of age demographic split of leisure visitors and spend. Visitor arrivValsisi1tor arrivals1 Visitor arrivals1 VisitorVisit orspend spenVdisi2 2tor spend2 700 700 2.5 2.5 ) ) s s 0 600 0 600 0 0 0 0 ( ( n) n) 2.0 2.0 $1.7 bn $1.7 bn s s b b l 500 l 500 $ $ a a 413,800 413,800 ( ( v v i i r r r r nd 400 400 nd 1.5 1.5 a a e e r r p p o o s s t t i i p 300 300 p s s i i i i r r 1.0 1.0 t t V V l l a 200 200 a t t o o T T 0.5 0.5 100 100 0 0 0.0 0.0 7 7 8 9 6 8 9 6 7 7 8 9 8 9 6 6 11 11 11 11 15 16 15 16 12 13 12 13 10 10 14 14 15 16 15 16 12 13 12 13 10 10 14 14 - - - - - - - - - - - - - - - - - - - - - - - - - - - - -0 -0 -0 -0 -0 -0 -0 -0 -0 -0 -0 -0 -0 -0 -0 -0 c c c c c c c c c c c c c c c c c c c c c c c c c c c c c c c c c c e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e D D D D Dec Dec Dec Dec Dec Dec Dec Dec Dec Dec D D D D D D D D D D D D D D D D D D D D D D D D D D D D D D Year ending Year ending Year ending Year ending Japan Visitor arrivals by main purpose of visit1 Japan Visitor arrivals by main purpose of visit1 VisitorVisitor spend b yspend main purpose of visbyit2 main purpose of visit2 600 1,800 Holiday Holiday 1,600 500 ) s 0 1,400 Education ) 0 s VFR 0 0 $ 0 400 A 1,200 ( 0 ( d s l n Business a Business e v i 1,000 p r s r 300 a p i r r t o 800 l t i Education VFR a s t i o V 200 T 600 Other Other 400 100 Employment 200 Employment 0 1 0 6 5 3 2 0 4 8 1 1 3 6 0 2 5 4 1 1 1 1 1 1 07 - 0 09 06 - - - - - 1 - - 1 1 1 1 1 - - - 1 c 07 - 06 08 09 c c c c c c - - - - - - c c c c - - - - c c c c c c c c c c c De De De De De De De De De De De De De De De De De De De De De De Year ending Year ending Japan First and repeat leisure visitor spend2 Japan FirstFirst and repe andat leisure vrepeatisitor arrivals2 leisure visitor arrivals2 First and repeat leisure visitor spend2 400 1,200 350 First visit First visit 1,000 ) s 0 ) 300 0 s 0 0 Return visit 0 Return visit $ 0 800 A ( ( 250 s l d a n v i e r r p a 200 s 600 r p o i t i r s t i l V 150 a t 400 o T 100 200 Japan 50 2† Japan Leisure arrivals by age 0 0 1 5 6 3 2 0 4 8 2† 1 1 0 2 3 5 6 1 4 1 1 1 1 1 07 - 0 06 09 - - - - - - 1 - - - - Leisure spend by age 1 1 1 1 1 1 c 07 - 06 08 09 c c c c c c c c c c - - - - - - - - - - c c c c c c c c c c c De De De De De De De De De De De De De De De De De De De De De De Year ending Year ending Leisure arrivals by age2† Leisure spend by age2† 15 –29 yrs 41% 60 yrs & over 15 –29 yrs 60 yrs & over 15% 46% 16% 45 –59 yrs 45 –59 yrs 17% 20% 30 –44 yrs 23% 30 –44 yrs 22% Notes: Δ Leisure refers to main purpose of visit of holiday and visiting friends and relatives. † Age profile data refers to an average of 2012-2016. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016. 2 JAPAN Market Profile 2017 JAPAN MARKET PERFORMANCE » The following◊ table provides a summary of arrivals, spend and the proportion of repeat visitors to Australia by main purpose of visit: holiday, visiting friends and relatives and business. VISITING FRIENDS HOLIDAY AND RELATIVES BUSINESS Arrivals1 236,300 (67%§) 36,800 (11%§) 34,900 (10%§) Spend per trip2 $4,000 $2,500 $4,100 Spend per night2 $200 $181 $304 Repeat visitors2 37% 69% 64% Average nights stayed2 20 14 14 Median nights stayed2 5 7 5 » The following provides an overview of top 10 regions visited by leisure visitors and the number of stopovers made in Australia by leisure visitors. Top 10 regions visited by leisure visitors◊*^2 Sydney 42% 1 Stop 61% Tropical North Queensland 36% 2 Stops 22% Gold Coast 20% 3-5 Stops 14% Melbourne 12% 6-8 Stops 2% Lasseter (Uluru) 7% 9+2 Stops 1%11% Brisbane 6% Perth 6% Whitsundays 3% Adelaide 2% Hobart 1% Overnight stopovers made in Australia by leisure visitors ◊*^2 Sydney 42% 1 Stop 61% Tropical North Queensland 36% 2 Stops 22% Gold Coast 20% 3-5 Stops 14% Melbourne 12% 6-8 Stops 2% Lasseter (Uluru) 7% 9+2 Stops 1%11% Brisbane 6% Perth 6% Read as: 22% of leisure travellers from Japan visited two regions (and made at least one overnight stay). Whitsundays 3% Adelaide 2% Hobart 1% Notes: ◊ Data refers to an average of 2012-2016. § Refers to share of arrivals of respective purpose of visit. * Leisure refers to main purpose of visit of holiday and visiting friends and relatives. ^Percentages will not add to 100% as one person can visit multiple regions. The data refers to visitors that made at least one overnight stay. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016 3 JAPAN Market Profile 2017 JAPAN AVIATION LANDSCAPE » » Sources: Department of Infrastructure and Regional Development, Aviation Statistics., December2016 Statistics., Aviation Development, Department andRegional Sources: ofInfrastructure Direct Ja 4 market over ten years ago. The next ago. tenyears over market the exiting December2015,after from service Haneda-Sydney (ANA) relaunched whenAllNipponAirways introduced was competition Haneda. 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