Tokyo 2020: a Unique Opportunity for Japanese Tourism

The eyes of the world will be on Japan from July 24th to August 9th 2020, when the next Olympic Games come to Tokyo.

This prestigious event will provide a once-in-a-generation opportunity for the country to showcase its culture and attractions to the world. It, therefore, holds great value for travel and hospitality brands that do business in Japan.

Making the most of this potential could give your company a strong foundation to build on in the years to come.

The Value of Major Sports Events

High-profile sporting events such as the Olympics can unlock a diverse range of benefits for their host nations, such as the economic boost of welcoming an influx of international visitors, new infrastructure development, and improvements in the country’s political and diplomatic standing on the global stage.

When South Africa hosted the Rugby World Cup in 1995 and the FIFA World Cup in 2010, for instance, the events allowed the country to showcase its new, post-apartheid identity.

In the case of Tokyo, the Nikkei Asian Review reported that the city is undergoing a “sweeping transformation” in preparation for the 2020 Olympics. The event is expected to have a particularly notable impact in terms of technology, enabling developments in robotics and artificial intelligence that will improve various industries, including tourism, and make the Japanese capital a more diverse city.

If it’s a success, the Olympic Games will help the government towards its target of attracting 40 million overseas tourists in 2020, up from 31.2 million last year.

Travel Business Advantages

There is no denying the huge potential the 2020 Olympics holds for travel businesses that provide services in Tokyo and across Japan as a whole.

Some of the biggest benefits can be gained through destination marketing. People from all over the world will be travelling to Tokyo next summer, not only to attend the Olympics but also to enjoy some of the many sights and activities the city has to offer. Many will be visiting other places in Japan and looking to experience as much of the country as possible while they are there.

With the right marketing and promotional strategies in place, you can take advantage of this rush of interest in Japan from visitors, but also from those who are watching the Games at home who could feel inspired to visit the country in the future.

Airlines, hotels, restaurants, tour operators and retailers are among the many types of businesses that stand to benefit from the increased exposure of the nation in 2020.

If you succeed in meeting the high expectations that so often accompany a prestigious event like the Olympic Games, you could reap the rewards in terms of brand loyalty and advocacy. Customers who feel that your services reached a high standard and contributed to their overall travel experience are more likely to come back to you in the future and recommend you to others.

It is this sort of return business that proves essential to the success of many businesses in the travel industry and beyond.

Making the Most of Tokyo 2020

Given the inherently international nature of the travel industry, any company hoping to succeed in the sector must be able to communicate effectively on a global level. This is likely to prove particularly important in the lead-up to Tokyo 2020, since the huge appeal of landmark events like this draws in travellers from such a broad range of countries and regions.

You must be prepared to realise the great potential offered by the forthcoming Olympic Games with bespoke engagement campaigns, promotional media and marketing content, all effectively localised to connect with specific audiences.

If you plan to launch a social media marketing push or a multilingual PPC campaign, for example, you need to be sure your content and communications are tailored to achieve maximum results.

It’s also important to bear in mind that, when you are selling travel products and services, you are promising an experience that involves a lot of investment on the customer’s part, not only financially but emotionally as well. You need a powerful grasp of language and communication to ensure your marketing messages will not only capture people’s interest but earn their trust.

If you would like to learn more about how Locaria can help you prepare for success ahead of Tokyo 2020, call us on +44 (0)20 3948 6800.