Japan's lesser known isles make play for Australia

Japan's lesser known isles make play for Australia
By admin


The Japanese prefecture of Okinawa is confident Australian visitor numbers will more than double within the next few years with Aussies lured by its offer of tropical beaches, culture and beer.

Last year, 2,279 Australians visited the archipelago of 160 islands to the south of Japan. The number marks a significant increase on the 1,600 that visited the previous year, Kazuya Oshiro of the Okinawa Convention and Visitors Bureau (OCVB) revealed.

“We’re expecting to see more than 5,000 in a few years,” he told Travel Today.

Speaking at a media and trade event in Sydney yesterday with around 80 attendees, Oshiro highlighted the appeal of the destination as its natural beauty with white sand beaches and “world class” scuba diving. Arts and culture are also considered a major drawcard with nine world heritage sites, its record-breaking annual great tug of war event and local Eisa drum dancing just a few examples. As the birthplace of Karate, it has appeal for those with an interest in martial arts.

The local Orion brew also appeals the Australian’s love of beer, Oshiro added. Although the beer accounts for just 1% of the country’s total beer market, it represents 50% of the Okinawa market and is the fifth largest brewery in Japan – around twice the size of Coopers.

OCVB is working hard to grow awareness of the range of attractions and activities available in the lesser known region of Japan in the local market.

“Since late last year to early this year we had a significant investment into Okinawa marketing campaign from national to travel specific media both online and offline in Australia,” Oshiro said.

A growing number of international hotel chains are setting up resort type properties in the destination which is also expected to grow awareness within the Australian market.

“Traditional accommodation is much harder to find,” Oshiro said, although he added that it is available.

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