Kawai welcomes increasing Canadian interest in Tokyo

As Canadian tourism to Japan surges, and Tokyo prepares to welcome the world for the Olympic Games in 2020, it’s no surprise to hear that Tokyo Tourism and its 12 representative offices across the world are gearing up for an eventful few years ahead.

It’s a challenge that Shin Kawai, director, Tokyo Tourism representative, Toronto office, appears to relish, viewing the city’s growing popularity in the Canadian market as strong cause for optimism.

“It’s been a fantastic last few years,” he told PAX. “Last year, roughly 270,000 Canadians visited Japan. There was an 18 per cent increase in Canadian tourists visiting Japan in 2016. The year before that, the percentage increase was in the twenties. I expect that we’ll see similar increases this year, which is quite amazing.

“Because Tokyo is a gateway for Japan, the majority of people will go through Tokyo, which is really great news.”

In addition to its growing popularity in Canada’s English market, travel from Quebec to Tokyo is also flourishing. “Although we focus on the mainstream English speaking market, the French market is very important,” Kawai notes, “and it’s coming along very well. The French market is always interested in Japan and Japanese traditional culture – and they especially appreciate Japanese food culture.”

Faced with the challenge of representing Tokyo from a sole Toronto office across a country as geographically vast as Canada, Kawai and his team have opted to maintain a strong focus on key markets – namely, locations that offer direct flights from Tokyo to Canada. Toronto, Vancouver, Montreal and Calgary are key areas for the company, with Kawai travelling extensively between all four throughout the year to attend functions and events that allow him crucial opportunities to speak directly to travel agents.

Dispelling myths

One of the office’s foremost current aims is to dispel a popularly-held myth about Tokyo’s current affordability.

“There are a number of myths about Japan,” contends Kawai, “for instance, that it’s very expensive, and too far away. Japan might have been expensive 20 years ago, but these days it’s a matter of choice: you can choose to stay at a very reasonable hotel of a good quality that is still cheaper than what you get in, for example, Toronto.”

Plans for 2017

The office's plans for the Canadian market for the rest of 2017 include continued attention to Tokyo's key markets in the country.

“We will be involved in some major travel shows in Montreal and Vancouver,” confirms Kawai, “and we will also be doing some B2B promotions, marketing, and some B2C work.”

The significance of 2017 as the year of Canada’s 150th anniversary has also been duly noted. “We are certainly looking to celebrate that one,” said Kawai. “Japan has been a very close partner for Canada throughout the years, both culturally and economically, and we intend to mark this relationship.”

Tokyo Tourism intends to use the annual Japan Festival, which will be held on Aug. 26-27, as an opportunity to promote Japan in general, and Tokyo in particular, later this year.