Add detail to Japanese itineraries, says SA Tourism

Source: Tourism Update, 11/12/2015

Bradley Brouwer, President: Asia Pacific, SA Tourism has urged the
trade to reflect SA's offering with more detail to the Japanese
market.


SA Tourism has called on South Africa`s travel trade to add much more
detail when drawing up itineraries for Japanese tourists, and to equip
their Japanese counterparts with fresh itineraries they can sell with
ease and confidence.


At a recent seminar in Stellenbosch, Bradley Brouwer, President: Asia
Pacific, SA Tourism, said SA already offered a distinctive combination
of scenic beauty, flowers, wildlife, adventure, warm hospitality and
diverse, vibrant people. He urged the trade to reflect these in their
itineraries with more detail.


"You should see the itineraries other countries are offering. We`re
naked in our itineraries and selling ourselves short, as we`re
offering these already but don`t include it in the itineraries on
offer. We must compete and make sure there`s meat to the bone." For
example, Brouwer said itineraries should include descriptions, like:
"A warm blanket and hot-water bottle will await you at the start of
your early-morning game drive".


According to Brouwer the Japanese perceive SA "as an ultra-long-haul
destination with a long travel time, indirect flights and expensive
airfares". He added that, as the Japanese trade required support in
developing new itineraries and didn`t necessarily share the ambition
to grow arrivals to SA, SA trade need to work closely with them to
design fresh ones.


When selecting a destination, the Japanese seek authenticity, safety
and beautiful scenery, and they want to feel emotionally connected to
their destination. In 2014, 37.2% of the 27 504 Japanese arrivals to
SA were leisure tourists, with 39.2% being first-time visitors. While
they enjoy SA`s scenic beauty and masses of flowers such as the
jacarandas and Namaqualand wildflowers, and experience the people as
incredibly friendly, they remain cautious when it comes to safety and
security.


Brouwer asked the trade not to make any last-minute changes to
itineraries. "The Japanese aren`t very demanding, but what you
promised them you simply must deliver. They`re extremely
methodological and disciplined; there`s no room for error. Should you
need to change an itinerary, do so long before the time and
communicate it clearly."


Tips on how to make Japanese tourists feel welcome include: Introduce
yourself when meeting them, give your business card and get to know
them as they are generally shy; make a point of remembering names and
add "san" after their surnames; and provide conversion adapters in
their rooms.