Case Study

Full Service Representation for Kyushu

Linkd tourism Drives Visitation to Kyushu with trade, PR and Marketing Representation

Linkd Tourism has achieved notable success in establishing Kyushu’s local footprint within the Australian market since 2021. Functioning as the representative entity for Kyushu in Australia, Linkd Tourism manages Public Relations, Trade, and Consumer Marketing on behalf of the region.

 

Objective:

Our objectives encompass the development of awareness and consideration for Kyushu as an enticing and novel destination to drive demand and conversion directly for industry and local wholesalers and trade partners. We seek to attract both new and returning Australian visitors to Japan and foster increased visitation to the region.

Insight

While Australians have a deep affection for Japan, initial visits often follow the well-trodden “Golden Route.” However, there is a growing trend among repeat visitors to explore beyond the conventional path, leading to increased dispersal across various Prefectures in Japan. This emerging pattern presents a strategic opportunity for Kyushu to capitalise on to drive higher visitation and expenditure within the region.

Our Successes So Far

We have firmly established Kyushu’s presence in the market via our efforts outlined above and will continue to grow visitation via ongoing initiatives:

 

  1. Research targeting 750 high-propensity Australian travellers to understand their habits and interest in Kyushu.
  2. Established a comprehensive local website for trade and media, serving as a one-stop-shop for Kyushu destination information.
  3. Identified and engaged with the top 45 Australian travel trade partners, maintaining relationships, and adapting to market changes.
  4. 5,000+ agents reached each month with a Kyushu-specific newsletter whilst 520 agents have been trained via webinars and 420 sales calls have been conducted to educate agents on the region.
  5. Hosted various trade famils and as a result a range of new product itineraries were launched – to date these new itineraries and packages have resulted in 1,307 (and growing!) additional visitors to Kyushu. New product has been launched with Scenic, Japan Holidays, JTB and others.
  6. Organized four key partner agent events in Brisbane, Melbourne, and Sydney, fostering connections and showcasing Kyushu through unique experiences. Additionally, we have represented Kyushu at events, including JNTO Roadshows.
  7. Initiated and managed cooperative and consumer campaigns for impactful promotions. We have worked successfully with Inspiring Vacations, Flight Centre, Ignite Touring Group, Wendy Wu, Dealsaway, MW Tours, Crooked Compass, Adventure World and Expedia to date.
  8. Hosted various media famils resulting in coverage in  Tier 1 publications such as Traveller SMH, The Australian, Australian Financial Review, Signature Luxury Travel, Escape, Explore, Delicious, Holidays with Kids and Good Weekend.
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