Regional Destination MarketingTokyo Big Sight Conference Tower 6F, Conference Room 605-606

About TripAdvisorTripAdvisor is the world’s largest travel site*

415Maverage unique

monthly visitors **

144,000Destinations

535MReviews and

Opinions

*Source: comScore Media Metrix for TripAdvisor Sites, worldwide, May 2017

** Source: TripAdvisor log files, Q2 20172

290+New contributions per minute

121.360

114.480

62.836

62.135

37.257

31.222

25.763

22.608

22.218

21.245

21.147

17.709

17.537

16.016

15.251

14.640

13.303

13.138

12.715

11.945

11.472

11.378

9.645

9.513

9.273

- 20 40 60 80 100 120 140

TripAdvisor Media Group

TripAdvisor Sites

Ctrip International

Booking.com

Expedia

Trivago Sites

Hotels.com Sites

Airbnb

Qunar

LVMAMA.COM

12306.CN

Skyscanner

UU456.COM

Kayak.com

MSN Travel

Agoda

Sohu Travel

HomeAway

EDreams Odigeo

Mafengwo

Indian Railways

Priceline.com

Ryanair

Despegar-Decolar Sites

Travelocity

MillionsTAMG remains as the largest travel player worldwide

TripAdvisor: Worldwide

TripAdvisor 20% of the Travel Market

TAMG 18% of the Travel Market

Source: comScore May 2017

Note: For comparison purposes data above reflects Desktop only3

• What is your Destination Character? - Food?

• What is your structural organisation – top down/bottom up or lateral?

• Are you aware of the global environment for trade?

• Are you aware of your audience?

• Who do you want to attract – Everyone?

• What do you need to do to maintain budget or gain budget?

• Do you challenge your board and your industry

• Are you ready to be the true epitome of Japan – Tech, Performance and

Precision!

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Define Yourself & Just Do It

5

What is your role?

Destination Awareness

Development and Improvement of

Tourism Products

Impacting Economic and Sustainable

growth in the region

Supporting Industry Stakeholders

Destination

Missions, Goals and Tools

MISSIONS:

• Bringing Travelers to their Destination

• Developing Tourism Products

• Supporting Industry/Stakeholders

• Impacting Economic Growth

METRIC GOALS:

• Economic Results

• Awareness

• Arrivals

TOOLS

• Structural Re-organisation

• Shift focus to current trends/technology

• Utilize insights/data to achieve audience awareness

Who is out there?

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Regional Tourism

8

Tuscany

Queensland

Flanders

Florida

California

Being

On-Trip

Dreaming of

the Next Trip

JOURNEY STEPS

DEFINING THE

DESTINATION

RESEARCHING

+ BOOKING

KEY

ELEMENTS

PRE-TRIP

PLANNINGDREAMING OF

THE NEXT TRIP ON-TRIP

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DMO DNA

Define Your Destination Character

Define and Management of

Products

Management Marketing

Metrics

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