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Publication of "Inbound Strategy from a PR Perspective," a specialized book on PR for Chinese visitors to Japan.
A specialized book on PR for Chinese visitors to Japan , "Inbound Strategy from a PR Perspective" (published by Sendenkaigi, co-authored by Dentsu Inc. Public Relations, Dentsu Inc. Public Relations Advisors (Beijing), and Japan-China Communication), was released on November 1st.
Trim size: B6, 256 pages, ¥1,900 + tax,
ISBN 978-4-88335-376-7
According to the Ministry of Land, Infrastructure, Transport and Tourism, China topped the list of foreign visitors to Japan in 2015 with 4.99 million travelers. Chinese tourists also spent over ¥1 trillion, making them the largest segment of Japan's inbound market. This book analyzes strategies for successful inbound tourism beyond the "spending spree" phase from a PR perspective, covering consumer insights, information strategy, and promotion.
While group tours following the so-called "Golden Route" (Tokyo → Hakone/Mt. Fuji → Kyoto/Osaka) remain mainstream, Okinawa and Hokkaido are also popular destinations. As the idea of leveraging inbound tourism as an opportunity for regional revitalization gains prominence, the activities of the Japan DMO (Destination Management/Marketing Organization), a public-private partnership, are also drawing attention.
This book offers valuable insights for "administrations and companies thinking 'how to turn inbound tourism into business'"—both for the present and the near future.
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