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Cross-Border Partnership

for Peace Tourism

UNWTO Conference on

“Tourism; a Catalyst for Development , Peace

and Reconci l iat ion

Session 3

Hiroshi Sawabe Executive Director, Office of International Tourism

Japan Association of Travel Agents

July 13, 2016

http://www.jata-net.or.jp

2

Three Main Business Fields

Outbound Travel Inbound Travel Domestic Travel

- Members: 1,108 government-licensed companies

- Total employees: 70,000

- Total sales volume: 6 trillion yen (US$ 60 billion)

Japan Association of Travel Agents

http://www.jata-net.or.jp

Roles and Functions of Travel Agency Associations

Cooperation

between Travel Agencies

and Destinations

Cooperation

between Private

and Public Sectors

Cooperation

between Travelers

and Travel Agencies

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Tour Production

and Sales

Marketing and

Tour Planning

Nurturing of the Travel Market with

Sustainable Development

Travelers

Satisfaction

Transformation of the Functions of Travel Agencies

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5

DMO Function &

Communication

Travel Agency

&

Tour Operator

Government

Tourism Office &

Local Communities

Airline,

Hotel, Attraction,

Car Rental, Rail

The current ravel agency organizations are capable to take

a leadership role to build a framework for Tourism Development of

Destinations while closely communicating with travel agencies,

tour operators, government tourism offices, local communities

and travel suppliers.

DMO Function and Communication

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JATA Tourism Exchange Projects

• Great East Japan Earthquake

• Natural disasters in Asia Pacific

Recovery Support for

Natural Disasters

and Conflicts

• Tourism delegations for destination developments

• Friendship exchange delegations

Tourism Exchange

of Peaceful Partnerships

• Travel industry management training for young people

• Local guide training

Human Resources and

Manpower

Development

Regardless of the advancement of technology, human exchange

by travel is the blood flow of our daily life and economy.

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Cross-border Joint Efforts

『Demand Stimuli』 Joint promotion

『Management Support』 Information services

Human resources training &

Development

『Strategic Actions』 Deregulation

Institutional restructuring

Cross-border Joint Efforts

『Destination Development』 Rebuilding of destinations

and rebranding

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Transformation of the Functions of Travel Agencies

1980

1990

2000

• Growth of general travel agencies

• Growth of travel agencies specializing in overseas travel

~ Market expansion based on “Product Output”

• Appearance of specialized travel agencies

• Appearance of travel agencies using IT technology

~ Sales increase based on sales promotional activities

• Increase the number of Internet travel agencies

• Growth of OTA

• Integration of major travel agencies

~ Tour products based on the market needs

Promotion through social media

なし

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『Ｅｘｐｅｒｉｅｎｃｅ』

Food

Festivals

Sports

Health

Diversification of “Purpose of Travel”

なし

Matured market leads to diversified travel purposes.

Market requires new product development based on Experience

Culture

Crafts & Arts