Cruises: Travelers Riding New Wave in Japan

Japanese consumers has further embraced overseas cruises in a big way with the number in 2012 surging to 120,000 travelers, the highest tally not seen since 2000 when it reached 130,500, thanks to the 60.36% rise in cruise passengers heading to Asia.

Combined with the 96,400 Japanese passengers on domestic cruises, the total cruise population in 2012 reached 216,700, the second-highest count after the record of 225,000 in 1995.

The high figure last year paves the way for this year, with the inauguration of cruises by luxury liner Princess Cruises' 77-ton Sun Princess, which in May began its Japan Home Port program. It will visit 19 Japanese ports in Japan during the year, with itineraries that include ports in South Korea, Taiwan and Russia. In 2014, the liner will bring the 116-ton Diamond Princess -- built in 2004 by Mitsubishi Heavy Industries in Nagasaki -- as its second ship in the Japanese market.

The cruise industry has been on a voyage toward recovery since the Lehman Brothers collapse in 2008, affecting demand for both air and cruise outbound travel.

The Ministry of Land, Infrastructure, Transport and Tourism (MLITT) said that Asia rose in share from 26.57% to 36.75% in 2012, the highest ever, boasting 44,100 Japanese cruise passengers. Enthusiasts on cruises to Oceania-Micronesia generated a 44.23% jump to 7,500, generating a 6.3% market share, also the highest since 2007 when the count rose to 10,900.

While the number of those heading to Northern Europe, including the Baltic Sea reached 27,100, off 9.66% from a year ago, those cruising to other European ports climbed some 175%, giving Europe-Baltic Sea a 22.58% market share.

Alaska, the Caribbean Sea, the Aegean Sea and the Black Sea combined make up the largest global cruise areas but in Japan they together account for only 20.30% of the total number of Japanese cruise passengers, reflecting the gap in interests between Japanese and their global counterparts.

Around-the-world cruises, drawing mostly seniors and high-end travelers, jumped 22.86% last year to 4,300, holding a market share of 3.6%. It's the highest count since the 5,300 total in 2007.

Of all the cruise travelers, some 96.51% (116,100) went on a voyage for leisure (up 17.51% from 2011), with 2.2% (2,700) boarding a cruise liner to participate in seminars organized by companies. This trend for on-board seminars has dropped off considerably compared to the early 2000s when the numbers averaged 3,500 and above.

Meanwhile, cruises lasting between 5 and 7 days commanded the biggest share of passengers (42.39%) to 51,000, surging 58% from 2011. It is also ahead 96.15% from the 2010 tally, thanks to the increase in popularity of fly-and-cruise packages.

While the number of cruise passengers is the second highest in history, the count of passenger nights (total nights spent by passengers) jumped 30.95% to 1,119,463, breaking the previous record of 1,027,020 set in 2007, indicating that Japanese are spending longer on cruises. The average stay per passenger is 9.1 nights, up from the 8.6 nights in 2011.

Japanese Passengers on Foreign Cruises, 2011-2012

Japan’s Culture of ‘Omiyage’ Enhances Overseas Shopping

In major destinations across the globe and in Japan, it is not uncommon to see Japanese travelers with their arms full of shopping bags of omiyage (gifts to be given to family, friends, workers, acquaintances).

Many of these omiyage tend to represent the charms of a particular destination: macarons from Paris, Kona coffee from Hawaii or maple butter from Canada.

Why are Japanese so crazy about omiyage? According to the book "Omiyage and the Railway," written by Yuichiro Suzuki, the custom of omiyage is said to be associated with sacred pilgrimages by those who visited shrines in Japan. Those who went on the pilgrimage brought back gifts such as sake cups or other religious artifacts, which then were thought to transfer protection to those who received the items.

When restrictions on overseas travel were lifted in 1964, allowing the general public to travel, those who went on trips -- since travel from Japan were prohibitively expensive and affordable to only a few then -- were given money by friends and relatives. In return for the money, the travelers brought back omiyage for each person who gave them money. This can be seen even today among honeymoon couples purchasing gifts as a way to say thank you for the kindness of friends and relatives.

Suzuki said that in Japan omiyage is associated with the history of specific regions, such as rice crackers in one town, or rice sweets in another town, thus the plethora of choices available that can be found in many places throughout Japan, especially in train stations, signaling the last opportunity to shop before returning home.

At Tokyo station, there are shops that specialize in regional omiyage, from Hokkaido in the north to Okinawa in the south of Japan, underscoring the continual popularity of this cultural aspect.

Airlines have also taken advantage of the omiyage culture by providing delivery of goods ordered inflight or online. Travel agencies such as JTB and H.I.S. also have special websites from which consumers can purchase items from a wide range of items by destinations and regions from overseas.

Meanwhile, according to Yahoo Japan’s shopping site, the most popular omiyage this year from overseas among Japanese travelers is Maxims de Paris assorted chocolates (France), underscoring the popularity of the country for many years, especially among honeymooners.

Following are the top omiyage in 2013:

1. 1- Maxims de-Paris assorted chocolates (France)
2. 2- Lion Coffee Vanilla Macadamia flavored (Hawaii)
3. 3- Hawaiian Sun-brand Taste of Hawaii Chocolate-covered macadamia nuts (Hawaii)
4. 4-Mauna Loa-brand Macadamia Nuts Onion-Garlic flavor (Hawaii)
5. 5-Clemente brand Extra Virgin Olive Oil (Italy)
6. 6-Caffarel Gianduia 1865 Chocolates (Italy)
7. 7-Manner brand Johan Strauss hazel nut wafers (Austria)
8. 8-Dolce Vita truffles (Italy)
9. 9-Korean yuzu-flavored chocoloates (South Korea)
10. 10- Sorrento Limoncello (Italy)

Traditional Folk Houses Offer Look at Past

Imagine going back into time several centuries to experience traditional Japanese folk homes built from as early as the 16th century up to the 19th century. Visitors can do that in a centralized location at the Japan Open-air Folk House Museum or Nihon Minka-en in Tokyo's neighboring city of Kawasaki.

These authentic houses, also referred to as 'minka' in Japanese, reflect the wide usage of earth, wood and stone in the completion of these farming houses originating from Japan's prehistoric past. They integrate traditional forms with architecture, art and nature.

The museum is more like a park in the heart of a forest that is home to a collection of some 25 structures, including the houses, a shrine, a water mill and a Kabuki stage, all of which can be visited along a strolling path connecting one structure to the next. Each Edo-period house, coming from different parts of Japan, was re-erected in the museum, first starting in 1965 by the city of Kawasaki. Depending on their original location, the houses display different styles of their thatched roofs, gable windows, all adapting to the wide-ranging environments of the region -- ranging from heavy snowfall in the north to typhoons in the south. The homes are grouped into several so-called villages depending on the region where they were first built: Shin-etsu, Kanto (Tokyo), Kanagawa and Tohoku.

In some of the houses, visitors can observe the basic implements used in kitchens and in daily living as well as implements then used for farming. Some houses such as the Nohara House feature sunken hearths that are actually lit and used during the museum's hours, where visitors can actually sit around and enjoy tea.

And in the Yamashita house, soba (buckwheat) noodles – hot or cold -- are served in a tatami-style setting to further enhance the experience of the museum.

Along the paths there are volunteers who spend their time creating crafts such as straw slippers and baskets while a workshop is available at the traditional indigo dyeing structure.

http://www.nihonminkaen.jp/minka_e.htm

From Sweets to Manga, Shopping Habits Spread Wide

Foreign visitors spend an average of 46,436 yen for shopping during their visits to Japan, much higher for food (29,864 yen) and amusement activities (12,136 yen).

But what do they buy when on their shopping sprees? According to the Japan Tourism Agency, which conducted a survey of foreign visitors, more than half of them (58.2%) spent an average of 8,506 yen on confectioneries that are sold at souvenir shops, department stores and shopping centers. Japan, known for its omiyage (gifts to friends, family and acquaintances) culture, offers an overwhelming number of shopping opportunities wherever you go. Among the overseas visitors with the highest ratios for purchasing confectionaries were: Thailand (88.1%, average amount, 16,624 yen), China (74.0%, 11,537%) and Taiwan (72.9%, 8,577 yen).

The category including other food items, along with alcohol and tobacco, is the second-most popular, purchased by some 51.4% of all visitors, at an average amount of 10,863 yen. In this category, the leaders were: Russia (58.1%, 21,983 yen), China (54.8%, 14,049 yen) and Australia (54.4%, 16,262 yen).

Cosmetics, along with medicine and daily toiletries together, were the third most frequently bought items at a 38.5% rate, averaging 20,270 yen. Visitors from China headed the field (68.4%, 34,521 yen), followed by those from Taiwan (62.8%, 16,406 yen) and Thailand (42.3%, 15,921 yen).

Western clothing, bags and shoes were next, averaging 32,126 yen, at a rate of 29.8% led by visitors from Hong Kong (56.5%, 34,884 yen), Taiwan (39.7%, 35,417 yen) and Thailand (38.8%, 26,118 yen).

When it came to Japanese clothing (kimono) and folk crafts, travelers bought at a rate of 15.5%, said the findings. Leading the way were those from France (35.3%, 15,522 yen), the U.S. (26.9%, 11,010 yen) and Canada (28.7%, 16,238 yen) -- all long-haul destinations, indicating their interests tend to lean toward the cultural aspects of Japan.

Some 9.3% of visitors purchased electronic goods such as cameras, video cameras and watches, averaging a spending level of 50,976 yen, despite Japan is known for producing such goods. One reason could be such items are easily available abroad at lower prices. The countries with the highest ratios in this category were: China (30.4%, 68,418 yen), India (15.7%, 28,805%) and Russia (15.4%, 38,943 yen).

Also, electronics items such as personal computers, audio equipment were bought by 9.4%, with the average purchase reaching 32,925 yen. At the top in this category were China (25.6%, 44,564 yen), Russia (16.0%, 25,964 yen) and India (11.2%, 21,171 yen).

Fueled by the Japanese manga comics and anime boom overseas, purchases in the category, including DVDs, were at a rate of 9.1%, with the average spending level at 10,066 yen. Visitors from France were at the top with a 20.6% rate (10,322 yen average purchase). They were followed by those from Hong Kong (14.7%, 11,608 yen) and Australia (10.7%, 7,799 yen).

Meanwhile, since 2005, the Japan Tourism Agency (JTA) each year holds the Charming Japanese Souvenir Contest as a way to promote and foster as well as discover attractive Japanese souvenirs in terms of design and quality through the eyes of overseas visitors.

This year the contest had 636 entries sent in, with the winner being an “unryu washi rampu” or Japanese paper lantern selected by a panel of judges from 15 countries and regions as well as experts from Japan including sightseeing and distribution companies.

Did You Know?

- According to comScore Japan, some 60.93 million Japanese internet users watched online videos in December 2012, the latest month available. And the top 3 video properties by viewing audience were Google Sites, Dwango, and FC2, while VEVO, Fuji Television, and Sony Music Entertainment Japan ranked as the most popular YouTube Partner Channels.

The Google Sites, driven primarily by video viewing on YouTube, ranked as the top online video content property with 50 million unique viewers. Dwango Co., Ltd ranked second with 29 million viewers, followed by FC2 with 22 million viewers. DMM, although lower in the rankings with 5.2 million unique viewers, showed a year-over-year increase of 713%, the highest growth rate among the top 10 properties. In terms of engagement (Minutes per Viewer), FC2 ranked first among the top 10 with more than 23 hours per viewer while boasting the fastest year-over-year growth of 79%.

- Haneda Airport expects to finish the expansion to the 3,000-meter runway six month earlier than planned, a development that will allow it to welcome more flights from long-haul destinations that require longer runways.

The completion of the expansion to 3,360 meters by fall 2014 instead of the planned March 2015 date will allow for A380 aircraft to land at the facility much earlier. This will bring Haneda closer to operating as an around-the-clock airport that can compete with Asian hub airports in South Korea and Singapore.

- The iconic landmark Mt. Fuji seen in woodblock prints and other art could become Japan's 17th World Heritage site in June when the World Heritage Committee of the U.N. Educational, Scientific and Cultural Organization (UNESCO) meets in Cambodia to confirm selections.

An advisory panel to UNESCO in April recommended inclusion of the country's highest mountain peak, which stands some 3,776 meters high. If approved, it would be the first registered World Heritage site to be listed since Hiraizumi area in northeastern Iwate Prefecture in 2011. If approved, the listing will include some 70,000 hectares or 172,973 acres in the prefectures of Yamanashi and Shizuoka, plus other attractions including the five major lakes nearby, Shiraito Falls and the Fujisan Hongu Sengen Taisha Shrine.

- Some 873 travel professionals in Japan were designated as Destination Specialists, having passed the examination in February 2013.

Recognized by the Japan Association of Travel Agents, Destination Specialists gained their certification after passing e-learning training programs specially tailored for each overseas destination and qualifying for the final examination given once a year.

Successful candidates master the knowledge of the destination set by national tourist offices to ensure that they understand the latest information that can be used to counsel customers at travel agencies. Travel agencies with Destination Specialists are identified by a logo and badge. Specialists are also given opportunities to travel to their specific destination for on-location learning.

According to the Travel Counselor System Authority, of the 1,721 travel agents that took the exams, up. 5.1% from a year ago, 873 were given certification. The largest number of certificates were given to those taking the exams for Hawaii, 223, followed for Italy-Malta, 69; Guam-Northern Marianas, 65; South Korea, 64; Taiwan, 317: and Australia, 43. In all there are 22 courses covering 33 countries and destinations.

Calendar of Events

June 1- Sept. 16: Tokyo, Osaka, Nagoya, Yokohama.The Great Japan Beer Festival 2013 is currently held at five different venues on five different dates in Japan, offering the public an alternative to mainstream beers from huge breweries. There will be more than 120 different craft beers to sample at each festival location, some of which cannot be found anywhere else.
http://www.beertaster.org/index-e.html

July 13-15, Osaka: Kyosera Dome, Sky Hall Aug. 3-4, Nagoya, Nagoya International Congress, Shirotori Hall Sept. 14-16 Yokohama, Osanbashi Hall at Yokohama Port

June 14, 2013: Tokyo. The 7th annual Japan Sake Fair, in Ikebukuro Sunshine City, Cultural Center's Exhibition Hall (4F), is the largest sake event in Japan, including exhibitions and seminars and tasting, from 11 a.m. to 8 p.m. It will showcase sake from each prefectural sake brewers association. In 2012, the event welcomed 5,500 visitors.
http://www.japansake.or.jp/sake/fair/

June 21～Oct. 8, 2013: Tokyo. An art exhibition called COLOR-HUNTING directed by Dai Fujiwara. It uses method capturing actual colors in the natural and urban environment and reproducing them on paper. At 21_21 DESIGN SIGHT in Tokyo. http://www.2121designsight.jp/en/program/color_hunting/

Spring, Summer, Autumn 2013: Seto Inland Sea Islands. The Setouchi Triennale 2013 is a major contemporary art festival held in four islands in the Seto inland sea (Shamijima, Honjima, Awashima and Ibukijima) during three seasons, allowing visitors to experience various contemporary artwork during the different seasons of Japan. Visitors will also experience the slower place of life in the islands and the beauty that it offer. Between seasons, some art sites will remain open. http://setouchi-artfest.jp/en/

Summer: July 20-Sept. 1, 2013, Autumn: Oct. 5-Nov. 4, 2013

July Summer Festivals: There are countless festivals held during the summer in Japan. Many of the festivals have food booths, craft stalls and entertainment. Here a few ranging from small to large:

Hakata Gion Yamakasa Festival in Fukuoka, July 1-15, 2013
http://www.jnto.go.jp/eng/location/spot/festival/hakatagionyamakasa.html

Gion Matsuri Festival in Kyoto, July 1-29, parade on July 17
http://www.jnto.go.jp/eng/location/spot/festival/gion.html

Tenjin Matsuri Festival in Osaka, July 24-25
http://www.jnto.go.jp/eng/location/spot/festival/tenjinmatsuri.html

Sumida River Fireworks in Tokyo, July 27
http://www.jnto.go.jp/eng/location/spot/festival/sumidagawahanabi.html

Oct. 27: AirAsia Grand Prix of Japan. Motegi, Tochigi. It is part of the 2013 MotoGP Championship.
http://www.motogp.com/en/events/Japan/2013

Overseas Journalists Sought to Cover JATA TABIHAKU 2013

Media from abroad are being sought as hosted journalists for the upcoming JATA TABIHAKU Travel Showcase 2013.

Japan’s largest travel show will run from Sept. 12 to 15, at Tokyo’s BigSight. The first two days will be devoted to the travel industry. The third day will be for both the trade and consumers, with the final day for consumers.

Journalists (affiliated with bonafide media companies) interested in Japan’s inbound and outbound tourism industry can contact the JATA Travel Showcase Promotion Office at .

Selections will be made on a first-come, first-served basis.

JATA Tourism Forum Line Up,
Pre-Opening Reception Set

The Japan Association of Travel Agents (JATA) has confirmed its scheduled line up for the JATA Tourism Forum, one of the key four programs in this year’s JATA TABIHAKU Travel Showcase 2013 that will run from Sept. 12 to Sept. 15, 2013 at Tokyo Big Sight (East Halls 1, 2, 3, 6).

Japan By Numbers