The Spanish Tourist Institute (Turespaña) plans to double the number of Japanese tourists visiting Spain by stepping up advertising on all fronts. At present, Spain receives around 200,000 Japanese tourists, so the goal is to reach 400,000 in 2007.
Signs of recuperation
Lately, the Japanese market has not been responding well. Several years ago there was a notable descent in the number of arrivals from Japan chiefly as a consequence of the “lack of safety”. Nevertheless, a gradual recuperation was registered in 2005 and the first half of 2006.
The Japanese are big-spenders
As with the meeting industry, the revenues generated by tourists from Japan are way above average. While the average tourist spends around 800 euros per trip, the Japanese spend approximately 3,000 euros.
With the object of re-conquering this key market, Turespaña has launched a large-scale advertising campaign, which includes a Japanese version of the spain.info portal.
