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Tokyo turns on charm offensive in India ahead of 2020 Olympics
Rohit Kaul, New Delhi, February 6, 2017

As part of its strategy to double tourist arrivals from India in the run-up to the 2020 Olympics, the Tokyo Metropolitan Government last week organised its maiden tourism promotional event in India.


The New Delhi event saw the meeting of senior tourism officials from Japan with 85 Indian agents and members of the press to inform them about Tokyo’s tourism products.


Shinjuku, Tokyo


“Our aim is to provide an overview of what Tokyo can offer to the Indian tourists. Japan is targeting to welcome 25 million international tourists by the Tokyo 2020 Olympics and we hope to double arrivals from India,” said Chitose Maeda, director for city sales, tourism division, Bureau of Industrial and Labour Affairs.


Indian arrivals to Japan stood at 123,000 in 2016, a growth of 19.3 per cent over 2015.


To grow the Indian market, the Tokyo Metropolitan Government plans to launch initiatives such as participating in travel tradeshows in India, conducting fam trips for Indian agents and developing a dedicated website for Indian consumers.


Ken Katayama, deputy director general, Bureau of Industrial and Labour Affairs, elaborated: “We are looking into an advertising campaign on Indian TV channels, apart from focusing on the Internet to reach out to the market. We will also be participating in SATTE 2018 in New Delhi.


“Tourist arrivals from India are mainly from the business segment so our aim is to increase leisure arrivals. We will be promoting Tokyo’s heritage, gardens, cuisine and entertainment options to Indian tourists,” he added.


Godfrey Pereira, head - holiday products at, said: “The growth from the Indian market to Japan has been steady in the last five years, but there is a lack of awareness about the destination. The tourist office needs to take a two-pronged approach to promote Japan, which includes engaging consumers through channels like advertisements and educating the trade through activities like training seminars.”

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