Travel Enhances Lives of Couples: Survey

Travel could be the secret to a good marriage for Japanese couples.

According to results of a survey conducted by Rakuten Research, a Tokyo-based online research company, travel helps spouses further deepen the bond that they have with each other.

Polling some 1,000 respondents from married couples between the ages of 30 and 69 years -- conducted in February 2013 -- Rakuten reported that 71.2% of couples said that they feel a deeper bond with each other when they travel together, with 20.9% citing a very strong bond while 50.3% felt a strong bond. Some 25.4% said they felt some bond while 3.4% felt no connection at all.

Travel is also seen as a way to celebrate wedding anniversaries. Among the couples, some 18.2% said they want to book travel plans for just the two of them as a way to commemorate their next anniversary, with some 11.6% saying that they plan to travel together with their family to mark the special occasion. And of the gifts that spouses hope to receive for their anniversary, some 16.2% said travel, the second-most popular choice after a special dinner (19.2%).

During their trips, more than half (54.3%) said they want to spend a leisurely extended time at a hotel or “ryokan” (Japanese inn) while 30.5% said they want to have their meals in their room (room service or at tatami-room in ryokan). Meanwhile, 8% said they want to celebrate during the trip that includes a special cake and flowers to further enhance the romance factor and occasion, while 1.6% said they want their spouse to propose to them again.

Among those selecting an overseas destination, some 31.1% said they want to visit resorts while 29.0% plan to visit museums and cultural sites. Shopping as the main activity while away from Japan was cited by 14.2%.

How often do couples travel? Some 29.5% said that they travel abroad once or more a year, with 17.1% said they head for a trip more than three times in a year. Some 24.1% of couples said that they traveled often but once they started having children, they haven't had the opportunity to travel again. Also, 9.6% said that they travel more than once in a three-year span while 13.6% said they have never traveled together as a couple.

Tasting a New Culture of Sake

Sake is seen as one of the major icons that comes to mind among foreign visitors who are asked about Japan, along side that of Mt. Fuji, geishas and high-tech gadgetries.

Today, the culture of sake has undergone tremendous changes in its marketing inside and outside of Japan where the world has started to embrace the uniqueness of this national brew.

And one of Japan's well know faces is bringing sake to the forefront in the form of former national Japanese soccer star Hidetoshi Nakata (previously played in the Italian Serie A and English Premier League). He has become a big supporter of promoting sake overseas. Last year, timed with the London Summer Olympics, he introduced "N Bar" at London County Hall as part of "Arigato in London," an event to thank the international community for its support in the wake of the earthquake and tsunami in 2011. For that event, he specially selected 26 different types of sake from 19 brewers for introduction.

Then late last month, Nakata collaborated with renowned Japanese design firm Nendo and Takagi Shuzo, a sake brewery with some three centuries of brewing history, to introduce a limited-edition "N" sake (http://www.nakatasake.com). It is a Junmai Daiginjo (premier level), combining the finest qualities of Yamada Nishiki and Aiyama rice varieties.

The rise in recent years of Japanese sake culture abroad is similar to the big wave in popularity of global wines seen over the past 20 years in Japan. Today, there are some 25,762 sake sommeliers certified by the Sake Service Institute in Japan, with 725 certified sake professionals (certified by the world-recognized Sake Education Council), reflecting the largest numbers ever.

Keeping pace with its popularity has been the skyrocketing sales of exports of Japanese sake each year, growing from 3.52 million yen in 2002 to 8.94 million yen in 2012, a 254.1% increase. Of that, in 2012, some 3.24 million yen in sake went to the U.S., followed by Hong Kong (1.49 million yen) and South Korea (1.20 million yen), according Japanese government statistics.

Sake Promotions in Japan Widening

Boasting more than 1,600 breweries nationwide, Japan has stepped up promotions and marketing to foreign visitors in recent years. Last month, the Japan Sake and Shochu Makers Association held its 7th All-Japan Sake Exhibition in Tokyo that featured some 400 award-winning sake from the 2013 National Sake Contests and a sake seminar in English, headed by John Gaunter, one of the world's leading specialists and educators as well as author of various books, including "The Story of Sake Even the Japanese Don't Know."

Following in the footsteps of wine, sake today is being paired with certain types of foods, Japanese and other global cuisines, to enhance culinary experiences in markets around the world. At the Sake Exhibition seminar in June, Gouda cheese aged for 1,000 days was matched with a Masuizumi Junmai Daiginjo (2006) while Yonezawa beef that was slow-cooked in kelp was paired with Dewazakura Junmai Dewano Sato of Yamagata. Or, sesame bean curd from Kyoto was matched with a sparkling sake called Tsukinokatsura Iwai Junmai Daiginjo Nigori sake.

Destinations in Japan, meanwhile, are learning to promote sake as an integral part of their tourist landscape. The sake town of Saijo in Hiroshima, for example, has worked closely with the Saijo Sake Brewers Association (www.saijosake.com) and Chamber of Commerce to promote its "Taste of History" to visitors from overseas. The town offers a walking course that integrates historical landmarks and sites with visits to eight of Saijo's breweries. Visitors have opportunities to learn about sake brewing, do some tasting of the liquid, and enjoy purchasing sake and other products.

Sake Tours Climbing

With the rise of inbound tourism in Japan in 2013, sake culture tours, including those offered by Saijo City, have generated strong demand at major travel agencies as well as high-end specialty companies such as Sake Brewery Tours (http://saketours.com). Sake Brewery Tours offers excursions to the snow country in Akita and the ancient capitals of Japan in the Kansai region to experience sake, food, culture, and nature. The tours feature an exclusive seminar with John Gauntner and a brewery visit with him. In addition to sake tasting, the guests will see actual sake brewing sites at several “sakagura” (sake breweries) and have a chance to speak with the brewers to learn their history and philosophy. Bilingual sake specialist (English - Japanese) accompanies the group to guide and add commentary throughout the trip.

In addition to gaining deeper knowledge of sake, the guests can enjoy the flavor of Japan through visiting artisanal food producers, sumptuous regional cuisine and just-pressed Daiginjo only available at the source during the brewing season. Some of the cultural highlights in the tours are: hands-on soba making experience at a historic sake brewery, memorable private music performance, rustic hot springs in the deep snow in the winter, visits to pottery studios with a specialist, and a Goma fire ceremony at a mountain temple.

Top Grades of Sake at a Glance

The top four grades of sake, according to John Gauntner, is collectively referred to as Ginjo. "If you remember one word, let it be Ginjo," he said. And most premium sake should be enjoyed chilled, like a white wine, as it enhances the flavor and aroma.

- Daiginjo (大吟)：Generally light, complex and fragrant. Small amount of pure distilled alcohol is added. It makes up just 3.6% of the market with Ginjo.

- Ginjo（吟醸）: Light and delicate flavor, often with fruity/flowery touches. Small amount of pure distilled alcohol is added. - Junmai Daiginjo（純米吟醸吟）: Subclass of Daiginjo; with only rice, water and koji are used. Along with Junmai Ginjo, it accounts for 3.3% of the market.

- Junmai Ginjo (純米吟醸): Uses only rice, water and koji. Along with Junmai Daiginjo, it accounts for 3.3% of the market.

Smartphones, Tablets Keep Travel Info Within Reach

A smartphone or tablet can be a lifesaver when lost in a city as big as Tokyo to help connect a visitor digitally to search for information on how to navigate the city.

According to the latest statistics by the Japan Tourism Agency (JTA) released in April, some 23.5% of visitors from overseas relied on their wireless digital gadgets to obtain useful information in Japan. Also, some 41.5% logged into the internet (computer) to search for information during their visit in Japan.

And less than a quarter (22.2%) of them got their information from friends and relatives living in Japan while 17.3% found useful information at tourism information desk (not at airports). Some 9.5% consulted with guidebooks purchased in Japan, while 7.7% of visitors relied on freely distributed publications to get from place to place.

Before their arrival in Japan, some three in 10 visitors sought information on the internet while 23.1% looked at personal blogs on experiences in the country. And 21.4% said they obtained information from their friends or family in Japan before heading to Japan.

More Information Needed

However, much information is needed in Japan to meet the demands of the influx of foreign visitors, according to the survey findings. The results showed that the biggest area where information is lacking is on transportation (59.5%), especially with the many subways, trains and bus routes available in Tokyo and in other major cities in Japan.

The transport system in Tokyo Metropolis, alone, has the most extensive urban railway network worldwide with more than 880 interconnected rail stations, with some 30 operators running more than 120 passenger rail lines. And with more expansions underway, this network will be more overwhelming for visitors as well as veteran global travelers and Japanese residents. Among foreign visitors, those from English-speaking or long-haul countries had the highest percentage citing the need for more information on transportation: Australia, 77.1%, UK, 76.9%; and Germany, 67.4%.

More information also is lacking when it comes to restaurants (41.0%) and accommodations, particularly Japanese inns (39.1%). Foreign facilities (35.4%) and shopping locations (33.4%) were cited in the survey as needing more information.

Tourist facilities (35.4%) and shopping locations (33.4%) were also identified as not having enough information.

Satisfaction Levels High

Aside from the lack of information available in Japan, satisfaction levels among visitors from overseas were high, with 40.7% saying their trip was "very satisfied" while 49.9% they were "satisfied," with 0.3% answering "slightly dissatisfied" and 0.1% for each "dissatisfied" and "dissatisfied" categories were received, reflecting a 90.6% level of satisfaction.

When it comes to experiences in Japan, 75.6% said "above expectations" for visiting friends and family, while watching spectator sports (sumo, soccer, etc.) was above expectations (67.4%). Experiencing life in Japan generated a 66.8% share for "above expectations" while seasonal attractions (cherry blossoms, autumn leaves, winter) showed a 63.7% satisfaction level.

Cultural experiences also generated high satisfaction levels. Bathing in a hot spring was given 60.6% (above expectations), with those staying in a ryokan (Japanese Inn) said their experience lived up to expectations (52%) while 43.9% said it was above expectations. Japanese festivals and events had an “above expectations” level of 63.9% while those for performances including kabuki, theater and music reached 61.3%, underscoring the high appeal of Japan as a cultural destination.

Japan, home to Disneyland, DisneySea, Universal Studios and a string of other theme parks, scored high with 60.3% expressing their experience was above expectations, with 36.6% saying it was up to expectations.

Anime + Theme Park = J-World Tokyo

Blending Japan's love of theme parks and anime, Bandai Namco will open from July 11 J-World Tokyo, a theme park that will bring to life the animated world of Dragon Ball, One Piece and Naruto characters.

Following in the footsteps of Bandai's theme park at DiverCity in Odaiba called Dundam Front, the new theme park will be an indoor attraction located on the third floor of Ikebukuro Sunshine City in Tokyo.

J-World is expected to draw foreign visitors as Japanese anime continues to grow in popularity, thanks in part to the government's push of its Cool Japan campaign overseas initiated in 2011. J-World is part of efforts by METI to grow exports of anime in overseas markets.

Some of the rides will include: the One Piece Soldier Dock Adventure Ride, an indoor track ride that will take participants through a short animated sequences and a One Piece Carousel Ride; The Dragon Ball "Tsukamouzu" treasure hunt; a 3D-augmented reality Dragon Ball simulator called Dragon Ball "Hanatouze! Kamehameha;" and a Naruto "Gekitou! Ninja Taisen Emaki" Maze.

Within the park, three main areas will be earmarked for the anchors of Shonen Jump: Dragon Ball, Naruto and One Piece.

Meanwhile, exclusive souvenirs and merchandize (J-World Store), themed food and snacks (J-World Kitchen) will be available at the theme park.

Did You Know?

- Haneda International Airport in Tokyo plans to increase the combined number of take-off and landing allotments for international flights to 90,000 by March 2014, a move that is expected to buoy services from the airport during the daytime, with most of the services made available at night. It would also increase the number of international passengers to 12.7 million by 2014, up from the 8.2 million in 2013. Haneda Airport is looking to tap into airlines serving long-haul markets in the U.K., France and Germany. In June, it welcomed Emirates Airlines' service connecting Japan with Dubai.

- More than a quarter of Japanese workers in their 20s and 30s plan to use their summer bonuses on travel and leisure activities, according to results of a survey by online company Rakuten Research. Among those in their 20s, some 29.1% have earmarked their bonuses for travel and leisure, up from 19.1% from a year ago while 25.9% of those in their 30s will do the same, compared to 15% in 2012. The results showed that some 69.9% of respondents said they will receive summer bonuses. And how much are the bonuses? Of all respondents to receive bonuses, 12.3% said their bonus will be between 200,000 and 300,000 yen, with 12.3% estimating that their bonus will range between 300,000 and 400,000 yen. And 11% said their bonus will be between 400,000 yen and 500,000 yen.

- The recent deregulation of international charter flights has paved the way for growth of such flights by major travel agencies. Regulations previously required only a travel agency chartering an entire plane could plan and sell the tours. With the changes, some 700 registered major travel agencies will be able to sell the seats on the charters at wholesale levels. Charter flights are known for boosting Japanese arrivals in destinations without scheduled flights from Japan while at the same time stimulating regional economies. Major travel agencies plan to increase charter flights by between 10% and 20% this year.

JATA TABIHAKU Information

JATA TABIHAKU Business Session Outline Unveiled; Online Registration Deadline: July 19, Friday

JATA TABIHAKU 2013 has finalized the outline of the International Business Meetings planned for the first two days of the event, which will run for four days from Sept. 12 to Sept. 15, 2013.

The JATA International Business Meetings – Sept. 12 and 13, 2013 -- will encompass professionals specializing in outbound and inbound tourism as well as those from media organizations where they can discuss business in a conducive face-to-face setting. This year for the first time, it will be all held under one roof in the East Hall to allow for more convenience.

The number of exhibitors (sellers) participating this year is expected to set an all-time high record. The second day on Sept. 13 will also be exclusive to the travel industry where they will be able to participate in the JATA International Business Meetings as well as to attend the first day of the TABIHAKU Travel Showcase, designated for the trade and media only.

In a move to enhance the Business Meetings for Inbound Tourism, some 100 companies from North and South America, Asia, Europe, Australia and New Zealand have been invited as buyers to further grow the inbound tourism sector.

Meanwhile, the online deadline to register for the JATA International Business Meetings is Friday, July 19, 2013 (Japan time). To date, responses from travel agencies have been strong.

WTTC's Scowsill, UNWTO's Rifai to Speak at JATA TABIHAKU 2013;
Special Lectures Planned

David Scowsill, president and CEO of the World Travel & Tourism Council (WTTC), will join Taleb Rifai, Secretary General of the United Nations World Tourism Organization (UNWTO) as featured speakers during the JATA International Forum (Sept. 13 and 14, 2013), under the four-day JATA TABIHAKU Travel Showcase 2013, set from Sept. 12 to Sept. 15, 2013 at BigSight in Tokyo.

Meanwhile, with travel as the buzzword, two unique Japanese pioneers of travel will speak at lectures on different days: Sept. 14: Yuichiro Miura, who early in 2013 climbed to the summit of Mt. Everest at age 80; and Sept. 15: Mamoru Mohri, a veteran astronaut who completed two NASA space shuttle missions.

The four-day event includes programs for travel industry professionals and consumers visiting the exhibition　show.

Calendar of Events

Through Aug. 4, 2013: Nihon no Furusato, Nihon no Kokoro, an exhibit of illustrations and paintings that look into the daily life of Japanese people before technology took over. Yamatane Museum of Art, in Shibuya-ku Tokyo. http://www.yamatane-museum.jp/english/index.html

Through Aug. 25, 2013: Tokyo. Art exhibit called Handsome Boys and Good-looking Men of Edo, at the Ukiyo-e Ota Memorial Museum of Art. http://www.ukiyoe-ota-muse.jp/H250708edonobinanshi-E.html

Through Aug. 25, 2013: Tokyo. Exhibit of Tani Buncho, commemorating the 250th anniversary of the birth of a painter, poet and samurai. http://www.suntory.com/sma/

Aug. 24-25, 2013: Tokyo. Super Yosakoi, large groups in traditional costumes compete in choreographed dances originating from Koichi Prefecture. Areas include Meiji Shrine, Yoyogi Park and Omotesando. Nearest station is Harajuku. http://www.japan-talk.com/jt/new/harajuku-omotesando-genki-matsuri-super-yosakoi

July 13- 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 (started April 26, 2013), 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

Through 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 Gion Matsuri Festival in Kyoto, July 1-29, parade on July 17 Tenjin Matsuri Festival in Osaka, July 24-25 Sumida River Fireworks in Tokyo, July 27

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

July 13-Aug. 25, 2013: Natsume Soseki and Arts. Shizuoka. Shizuoka Prefectural Museum of Art. I53-2 Yada, Suruga-ku, Shizuoka, Japan.

July 17-July, 2013: JFW International Fashion Fair. Tokyo. Tokyo BigSight, 3-21-1 Ariake, Koto-ku, Tokyo 135-0063. http://www.senken-iff.com/iff/en/

Japan by Numbers