Transforming Local Tourism Through Influencers and Social Media in Japan

Revolutionizing Local Tourism in Japan

In an innovative approach to bolster regional tourism, TOUCH GROUP Inc. based in Minato, Tokyo, has announced substantial achievements in utilizing social media influencers under the Ministry of Land, Infrastructure, Transport and Tourism's "New Discoveries in Regional Tourism" initiative. The company has succeeded in reaching a staggering total of 50 million views on their video content, significantly enhancing local tourism engagement across regions.

The Background

Over the last few years, Japan has experienced a surge in spending from foreign tourists, yet many local areas face challenges with tourist over-concentration in urban centers. In collaboration with the Japanese government, TOUCH GROUP deployed influencers to 20 selected businesses out of 719 nationwide, transforming local experiences into engaging video content shared on Instagram. This strategy was complemented by supporting these businesses in promoting their own video content through advertising, effectively widening their reach and increasing visitor numbers.

Major Achievements

The results have been remarkable, with total video views surpassing 50 million, and over 80% of the supported posts achieving more than a million views each. This high level of engagement underscores the effectiveness of influencer marketing in captivating audiences. Furthermore, a staggering 90% of the businesses that received influencer support expressed satisfaction with the outcomes. Actual results showed a notable increase in bookings for 47% of these enterprises. The influencers' combined following reached an impressive 3.635 million, ensuring substantial exposure within various demographics.

A shining example of this success is the Daiboukaku, a historical ryokan (inn) in Karatsu, Saga Prefecture, where a video shared by influencers garnered two million views. Following this exposure, the ryokan saw a booking increase of 1.95 times compared to the previous year, along with inquiries jumping to approximately three times that of last year. Similarly, the Momen Kaido Promotion Association in Izumo, Shimane Prefecture, reported a participant increase of 2.44 times in their experience programs, demonstrating the initiative's contribution to regional tourism revitalization.

These outcomes highlight the program’s effectiveness in showcasing hidden regional attractions, fostering sustainable growth within the tourism sector.

Future Developments

Building on these successes, TOUCH GROUP aims to further enhance both inbound and domestic tourism dynamics. Having successfully deployed influencers in over 150 regions, the company plans to broaden its promotional outreach to additional captivating areas across Japan. In particular, to tackle the issue of overtourism, they intend to actively promote less-known regions, leveraging the power of social media and influencers to highlight each area's unique characteristics and diversify tourist attractions.

As the leading SNS marketing entity for travel and tourism, TOUCH GROUP is committed to sustaining the local tourism industry's growth through effective strategies in influencer engagement.

About TOUCH GROUP Inc.

TOUCH GROUP Inc. specializes in driving local tourism and marketing in China through the strategic use of social media and influencers. The company has collaborated with government projects for three consecutive years, employing SNS to enhance promotional efforts. With experience deploying influencers across over 150 regions, they have effectively enabled businesses to reach new audiences while increasing customer acquisition and revenue generation.

Moreover, their influencer network spans across Asia, including Taiwan and Singapore, as well as reaching markets in Europe and America, allowing for tailored marketing strategies based on regional characteristics. They also focus on Chinese market promotions, establishing WeChat mini programs and managing accounts on Xiaohongshu (RED) and Douyin, leveraging KOL marketing for substantial outreach and customer engagement.

TOUCH GROUP is dedicated to proposing effective marketing strategies that utilize SNS, supporting both local tourism initiatives and promotional efforts in the Chinese market for the growth of regions and businesses alike.

For more information on their influencer marketing services, please visit: TOUCH GROUP Influencer Marketing