As part of promotion activities geared towards overseas travel agencies that organize travel to Japan, we once again participated in last year’s Visit Japan Travel & MICE Mart (VJTM & VJMM).  

What is Visit Japan Travel & MICE Mart? 

Visit Japan Travel & MICE Mart (VJTM & VJMM) is an international travel mart hosted by the Japan National Tourism Organization (JNTO) that aims to support the development of Japan-bound travel products. 

For the three days from September 26 (Thurs) to 28 (Sat), 2024, 275 buyers from 34 countries and regions around the world and 300 domestic sellers participated in face-to-face meetings at Tokyo Big Sight. A total of 8,296 business discussions occurred.  

Results of the Initiative 

One employee of the Bureau, one activity provider, and one travel agent attended this event for a total of three participants. Together, they conducted business discussions with 25 international buyers (Europe: 13, Asia: 9, Other: 3). 

During business discussions, buyers expressed a high level of interest in outdoor activities, cultural experiences, and the beauty unique to remote islands, which led to one request for a locality familiarization (FAM) tour. In addition to raising publicity of the Oki Islands, the discussions also served as a concrete stepping stone towards travel product development, which represents a significant achievement. 

Material used at the travel mart

Issues and Future Possibilities

While these three days resulted in certain gains, they also served to highlight the low level of awareness about the Oki Islands. In particular, the majority of buyers answered “Not aware” regarding the San’in Region and Shimane Prefecture, revealing the challenge of strengthening information dissemination as a united region.  

However, its aspect as a “yet to be known” location can be used as the Oki Islands’ strength. As overtourism becomes a problem and more attention is given to destinations “off the beaten path,” we feel that the Oki Islands, with its unique nature and culture, is the perfect area to fill that position. 

Our Vision Moving Forward

Through this travel mart, we were able to reconfirm that traveler needs, primarily those from Europe, the US, and Australia, are increasingly seeking outdoor activities and interactions with the local area. We will respond to these trends accurately as we strive to enhance tourism infrastructure and train tour guides while continuing to spread awareness in international markets and develop new channels for sales using trade shows and other events.