Japan has been one of the most important origin markets for Europe over the last 30 years. Japanese visitors’ enthusiasm and discriminating taste have influenced the whole of the European service economy. Attractions, hotels and shops have all been affected by the need to cater to the Japanese.

Amidst all the discussion of “emerging markets”, the most important Asian market continues to be Japan. But the steady growth which characterised this market can no longer be assured. Japan has had its own economic problems and the Japanese consumer is evolving.

As a continuation of a series on origin markets, the ETOA Conference will address Japan. A new study on the market will be unveiled. A panel of experts, including Mr. Kei Morishita, JTB Europe, Mr. Ikuo Shibuya, Director of Miki Travel and Mr. Yoshida, Director of ANA Sales will discuss aspects of this market. In particular, they will explore how Japanese travel law affects the market, particularly its strictures on any changes to a package. We will also look at how Japanese tourists are changing and how the Japanese travel industry is evolving in answer to this change. Delegates at the ETOA conference comprise senior managers from Europe’s major tour operators, hotel groups, tourist attractions, coach, rail and cruise companies and local tourist boards. Collectively, as buyers, they have a strong influence on which destinations and attractions are more or less successful, as they spend over €7bn a year on Europe’ssights, hotels and transport on behalf of their customers.