#Japan #Niigata #Inbound Tourism #Intersect Communications #Toki Air

Toki Air's Growth in Inbound Tourism

Intersect Communications, based in Chiyoda, Tokyo, has recently made strides in enhancing the international passenger experience through a collaboration with Toki Air, a regional airline headquartered in Niigata City. With an eye on boosting the foreign passenger rate—an alarming less-than-1% prior to collaboration—Intersect has focused on promoting tourism targeting inbound travelers from China and Taiwan utilizing Chinese social media platforms like 'RED' and 'WeChat'.

Background of the Collaboration

The collaboration comes as Toki Air prepares for its operational launch in 2024. Being the only regional airline connecting Niigata with other destinations, Toki Air recognizes the importance of attracting inbound tourists, particularly from the substantial markets of mainland China and Taiwan. However, the airline faced significant challenges in gaining visibility with potential customers, resulting in minimal bookings and travel experiences leading up to the partnership.

Steps Implemented

Starting February 2025, a series of strategic initiatives were set in motion:

• - Establishment and Management of RED and WeChat Accounts: Official accounts were launched to enhance brand presence in the Chinese market.
• - Creation and Editing of Articles: Ongoing posts tailored for the Chinese audience about Toki Air and its services.
• - Influencer Collaborations: Monthly articles featuring experiences from Chinese influencers who have flown with Toki Air were published.
• - Customer Engagement: Focused efforts on engaging travelers who have used the airline, encouraging them to share their experiences and further soft-sell the service.
• - Continuous Communication: Ongoing dialogue with the audience on these platforms to maintain interest.

These initiatives broadening the airline's reach, especially among young and travel-savvy populations from the Chinese-speaking demographic.

Impact of the Initiatives (Before/After)

Prior to these measures (until January 2025), foreign passenger utilization was virtually nil, sitting at below 1%. Since February 2025, there has been a remarkable turnaround:

• - The monthly number of reservations from foreign passengers, which had almost hit zero, began to stabilize, averaging around five bookings per day under normal circumstances. During promotional campaigns, these numbers surged significantly, with as many as 500 bookings recorded in a month.
• - Notably, travelers from Asia, particularly China, have shown increasing interest in Toki Air’s services, leading to a rise in shared experiences and photographs on overseas social media. This surge has notably enhanced brand visibility and recognition.

Customer Segmentation

Inbound passengers can be categorized into two main segments:
1. Repeat Tourists: These individuals have rich experiences in major urban areas like Tokyo, Kyoto, and Osaka but are eager to explore natural attractions and local experiences.
2. Young Travelers: Keen to optimize costs while immersing themselves in Japan's regional resources, often utilizing the international flights from Niigata Airport.

The Tourist Potential of Niigata

Toki Air representatives point out that Niigata boasts a range of appealing characteristics for inbound visitors—clear seasonal changes, hot springs, picturesque snowy landscapes, seafood, and rich traditional culture. This brand positioning makes it an ideal destination for those seeking to explore lesser-known aspects of Japan.

The company aims to develop tourism products that incorporate unique experiences, including trips to UNESCO World Heritage sites like Sado Island, contributing to regional revitalization efforts.

Future Developments

Intersect Communications intends to further strengthen its strategies on RED and other social networks to amplify awareness in overseas markets, including mainland China. Plans are also in progress for developing WeChat mini-programs specifically catered to Chinese travelers and creating special inbound tour packages in collaboration with local municipalities linked to Niigata Airport, Kobe Airport, Chubu Centrair International Airport, and Sapporo Okadama Airport.

Toki Air's Perspective

As a regional airline, Toki Air aims to serve not just as a means of transport but as a hub to relay the charms of local Japan to global audiences. This initiative is seen as the first step in bringing the allure of Niigata and Toki Air’s premier services to tourists from Asia and beyond. The commitment is to continue pushing the envelope in maximizing tourist engagement and experience.

Company Summaries

Toki Air

• - Name: Toki Air Co., Ltd.
• - Representatives: Masaki Hasegawa / Naoki Wada
• - Location: 1F Niigata Airport Terminal, 3710 Matsuhama-cho, Higashi-ku, Niigata City, Niigata Prefecture 950-0001
• - Established: July 2020
• - Business: Air transportation services
• - Website: tokiair.com

Toki Air is dedicated to invigorating regional industries through innovative mobility services. Operating eco-friendly propeller aircraft such as the ATR72-600, the airline connects Niigata with several major cities and is deeply committed to fostering tourism and business connections.

Intersect Communications

• - Name: Intersect Communications Co., Ltd.
• - Representative: Yu Feng Tan
• - Location: 2F B・M Building, 3-1 Kanda Ogawamachi, Chiyoda-ku, Tokyo 101-0052
• - Established: November 2000
• - Business: Overseas promotion focusing on tourism from mainland China and Taiwan, digital marketing services, and system development
• - Capital: 985.6 million yen
• - Website: intasect.com

Founded in 2000, Intersect Communications specializes in international promotion and system development, delivering a diverse range of services both domestically and internationally. The company has expanded its workforce to about 1,000 employees across more than ten locations including mainland China, as of 2025.