Jetstar and Tourism Australia have agreed to spend $10 million to revive flagging Japanese inbound tourism. The marketing alliance will also boost Australia’s profile in China, Indonesia, Malaysia, Singapore and New Zealand. Tourism Australia and Jetstar will each contribute at least $1.6m a year over the next three years to joint promotional campaigns.

“The first tranche of $2 million will be directed to rejuvenating the Japanese market, which has slipped from Australia’s second to fifth largest source market for international tourists over the past ten years,” the company’s said in a joint statement.

Jetstar, which already flied between Japan and Australia, plans to launch local domestic carrier Jetstar Japan (in partnership with Japan Airlines) next year.

“Jetstar is now the largest low cost airline in the Asia Pacific by revenue and we’re recognized as a top 100 brand in Japan even before launching our domestic airline there,” CEO Bruce Buchanan said.

Inbound tourists from Japan spent approximately $1.5 billion in 2010.

There were 350,200 visitor arrivals from Japan for the twelve months ending August 2011, a drop of 11 per cent.

Tourism Australia believes this market has the potential to grow to between A$2.7 billion and A$3.3 billion in total expenditure by 2020.


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