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Marketing Strategies for Tourism Destinations: Japan

Publication date:
Oct 2014




This is the third of a series of six reports providing insights into the strategic vision and the operational actions tourism destinations worldwide are developing to attract visitors. This project has been carried out within the framework of the ETC-EC ‘Destination Europe 2020’ initiative.

The third report of this series will discuss Japan, as it remains a very important tourist generating market. Europe accounts for almost one in three long-haul trips taken by Japanese travellers. Competing destinations are pursuing a series of effective marketing strategies leveraging key attributes of their destinations, effective segmentation and digital technologies.

Full version of the study is available for ETC members only.