The Japan Association of Travel Agents (JATA), through its Japan Outbound Tourism Council (JOTC), and the Europe Travel Commission (ETC) are joining forces to reinvigorate travel to Europe. This collaboration aims to create a powerful promotional framework designed to inspire Japanese travelers to explore the diverse and captivating destinations across the continent.
The heart of this initiative lies in the development of carefully curated itineraries. These trips will go beyond the typical tourist experience, offering a unique blend of culinary exploration, cultural immersion, and sustainable travel practices. Each itinerary will spotlight a specific country, showcasing its signature dishes and local tourist attractions. This approach aims to attract travelers during peak seasons, ensuring a vibrant and memorable experience.
To achieve this ambitious goal, the JOTC European Committee and the ETC have teamed up to identify key focus areas and signature dishes for each participating country. This process is set to be completed by October, with an official announcement scheduled for November. The partners intend to create a unified logo that will be prominently featured in marketing materials. JOTC member companies will be encouraged to develop tour packages around the selected themes, providing a diverse range of options for travelers.
The promotional campaign will initially target industry professionals, with a broader reach to general consumers planned for 2025. To further foster collaboration and knowledge sharing, the ETC will host a joint familiarization (FAM) tour to France and Finland in September. This will be the ETC’s first cross-country FAM tour, bringing together two land operators and four JOTC-member travel agencies. The tour, departing from Tokyo and Osaka, will provide participants with firsthand insights into the selected destinations.
Looking ahead, the ETC sees Tourism EXPO Japan 2024, scheduled for September, as a prime platform to generate significant interest in European travel. All 19 ETC member countries will be present, offering the latest tourism information and showcasing the diverse offerings of the continent. This collaborative effort between Japan and Europe promises to bring a new wave of excitement and opportunity to the travel industry, benefiting both destinations and travelers alike.
