ANA Group Collaborates with Local Communities to Boost Tourism Using Big Data

ANA Group's Initiative to Enhance Tourism at Hagi-Iwami Airport

In an innovative effort to promote tourism in the western region of Shimane Prefecture, a collaboration has been initiated involving All Nippon Airways Co., Ltd. (ANA), its subsidiary ANA Akindo Co., Ltd., ANA X Co., Ltd., Orbitics Co., Ltd., the Shimane Prefectural Government, and the Shimane Prefectural Tourism Federation. This project aims to use ANA's unique customer base and extensive big data, involving approximately 44 million records of customer, travel, and payment data, to enhance the use of the Tokyo (Haneda) - Hagi-Iwami route.

This nationwide first initiative allows ANA to partner with local governments to promote route usage through data-driven strategies. The Tokyo (Haneda) - Hagi-Iwami route serves as the sole connection between the metropolitan area and western Shimane Prefecture, having been operational since 2014 under a government initiative to revitalize regional air transport. The route is set to maintain its service until at least March 24, 2029.

Proposed Actions

The proposed project comprises various strategic actions as detailed below:

1. Identifying Target Audience
By leveraging big data, ANA will pinpoint groups likely to visit Hagi-Iwami Airport from the Tokyo metropolitan area, comprising Tokyo, Saitama, Chiba, and Kanagawa. Utilizing member, reservation, and location information, the initiative will help clarify potential tourists' profiles.

2. Tailored Information Dissemination
Based on the identified audience's demographics and behavioral traits, ANA will revamp its website with a special focus page, featuring visually appealing and relevant travel information. This includes recommended itineraries and tourist attractions to increase awareness and incentivize visits to Shimane.

3. Promotional Support Initiatives
To further encourage potential travelers, ANA will distribute ¥10,000 discount coupons valid for use on the "ANA Travelers Dynamic Package". This aims to assist those considering travel in making their final decisions, with the promotion running from September 25, 2025, until January 30, 2026.
- Target Routes: Various round-trip options connecting Haneda Airport to Hagi-Iwami Airport, Yonago, and other regional airports will be available for travelers.
- Incentives: A total of 50 coupons will be made available, with each coupon being usable for one or two travelers.

4. Evaluating Overall Effectiveness
The project will apply analytical methods to measure user behaviors on the ANA website, airport utilization, and overall tourist patterns. This data will aid in determining campaign effectiveness and further enhance sustainable tourism strategies for Hagi-Iwami Airport.

Timeline and Future Collaborations

This initiative is set to proceed until March 31, 2026, marking an important step towards ensuring a consistent flow of tourism in this underappreciated region of Japan. Through continued efforts from the ANA Group, Shimane Prefecture, and the Shimane Prefectural Tourism Federation, this collaboration aspires to boost traffic to Hagi-Iwami Airport and contribute to local economic revitalization.

For more details on this exciting initiative, visit the official websites of the involved organizations: