Semi-annual report from the destination market (structure) – the basis for
completing the Country Reports of particular countries
Structure of text part
1. Tourism market characteristics
1.1. Short market characteristics
Your short report on market which supplements the short info form.
After the huge earthquake on 11th March 2011, the countless cancellations had been made. Some
were from the customers but many of the cancellation were made from the travel agency side due to
the airline reservation problems. The sales of trips dropped for 2-3 months. After June 2011, the trend
has been changed and the number is rising (the tourism has been recovering).
JATA reported on their “Survey of Travel Market Trends (December 2011):
The number of Diffusion Index has been exceeded the level before the earthquake. Due to the strong
yen rate, trip to Asia shows strong upturn.
Overseas travel
Currently, the trips to Asian countries (mainly Korea and China) show strongly big growth. Business
trip, official business and incentive tours are up growing.
Whole overseas travel has increased comparing with 3 months before. Due to the fuel surcharge, trip
to Asian countries grew, as the effect of the surcharge is currently small.
1.2. Outbound tourism – statistics
http://www.jata-net.or.jp/english/reports/reports-tmtindex.htm
http://www.jata-net.or.jp/english/reports/2010/market-trends101215.htm
1.2.1. Number and length of holidays per year- Number of holidays
15days of national holidays
- Average number of holidays per person
8.8 days annual leave.
1.2.2. Target destinations (TOP 10 + position of the Czech Republic as the target destination)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
China (mainland)
South Korea
USA (mainland)
Hong Kong
Hawaii Island (USA)
Thailand
Taiwan
Guam Island
France
Germany
29.
Czech Republic (9th in Europe)
Statistics of 2011 by JATA
http://www.jata-net.or.jp/data/stats/2011/05.html
1.2.3. Expenditures for outbound tourism of the country
23,000,000,000 Euro is estimated to be the total expenditure for outbound tourism. (1.333 euro per
person for one trip)
1.2.4. Types of accommodation (preferred types of accommodation)
Bedroom with bathtub
1.3. Outbound tourism – marketing information
1.3.1. Vacation characteristics and tourism products
- Preferred tourism products
Holiday in Hawaii (beach, sport, dining and shopping)
- Seasonality of foreign vacation
Summer time (Mid of August), Golden Week (end of April to beginning of May) and New Year
(end of December to beginning of January)
1.3.2. The mode and organization of travelling
- Purchasing habits
Japanese love shopping, the world best things. For example Czech crystal glasses or garnet,
attract Japanese tourists because they are the thing "must buy" in Czech. Also Japanese have
habit to bring back souvenir from trip for to family and friends. For aged people wooden toys and
picture books will be good souvenir for their grand children. Also the food is important factor of
the trip. The cultural experience, such as classic concerts, is the main reason to visit Czech as
well.
- Segmentation of tourism market by sex, age, social statute
http://www.jata-net.or.jp/english/reports/2010/market-trends100324.htm
- Growing market segments with future potential (e.g. pensioners, MICE tourism, and so on)
Figures for all customer segments improved including the student segment (mainly at the end
of the student holiday season)
- The most favorite types of tourism (by particular market segments)
Tourism that show unknown nature or cultural heritage
- Outbound tourism trends
Due to retired baby boomers market, tours are getting high class-business (4-5 star hotels etc.).
For young generation, they rather wish to go abroad individually and many travel agents are
started to handle train ticket or personal reservation for them.
- The main interests connected with vacation
Historical tours and shopping
The main reasons for vacation (for short break abroad and long holiday abroad)
Short break is to enjoy sport, spa or meal etc. Long holiday is to refresh and find something
new to oneself, adding to short break purpose.
- The impact of motivation by choosing of vacation
Unique nature or culture which cannot be seen in daily life of Japanese people
1.4. Domestic tourism (shortly)
- Short break in the country (domestic tourism)
The low priced tours are strong in the market. Tours for Hokkaido, Kyushu, Amami Islands,
Okinawa sell well. The demand of traveling is recovering from the senior aged generation.
2. Media - press, television broadcasting, books, Internet
2.1. General newspapers
Asahi, Yomiuri, Mainichi, Sankei, and Japan Economic - those are called 5 Japanese leading
newspapers.
2.2. Specialized tourism media
Travel Journal, Wing Travel Journal, Travel Vision
2.3. Evaluation of the Czech Republic in local media
Japanese media mention the Czech Republic so often, especially on TV. Czech Rep. is the most
photogenic country and the landscape attracts Japanese people. UNESCO sites are introduced so
often at various program and at the classic music program, image of Czech is appearing frequently.
3. The biggest touroperators
3.1. The biggest tour operators for the Czech Republic – database of main tour operators / travel
agencies
1. JTB Co., Inc
2. HIS CO ltd.
3. Hankyu Express
4. JTB World Vacations
5. Nippon Travel Agency Co., Ltd.
6. Kinki Nippon Tourist Co., Ltd (Club Tourism International).
7. Nippon Express Co., Ltd.,
8. ALPAK Co. Ltd.
9. JTB Traveland Co., Ltd.
10. ANA Sales & Tours Inc.
.
3.2. Czech travel agencies in the market (including carriers)
Do not exist