Case Studies

First Large-Scale Post-pandemic Incentive Tour Successfully Bridged Between Chinese and Japanese Business Cultures

Client :Major Japan-affiliated manufacturer

Industry :Optical equipment

Participants :Around 100

Destination :Kansai region (Osaka, Kyoto, Shiga, Kobe)

Period :4 nights, 5 days

# Case Studies
# Group Travel
# Asia
# China

Summary

Incentive tour with the theme of new experiences with Japanese culture
Overcoming Japan travel plan difficulties with increased inbound demand
Providing an inspiring Japanese experience through creative planning
Highly acclaimed for strong collaboration between China and Japan

Objectives

Our client was a Chinese base of a major Japanese manufacturer. They regularly organize incentive tours for around 100 of their sales agents who achieve high annual sales. These tours were not held from 2020 to 2022 due to the COVID-19 pandemic, but finally resumed in 2023 to strengthen distributor relationships. This incentive tour also served as an opportunity to showcase their new product. We were tasked with providing a memorable photographic experience for the participants for whom cameras are their livelihood, while also creating an inspiring sightseeing plan.

JTB China developed a tour plan based on the concept of “new experiences with Japanese culture” with a focus on hospitality in a way that only a Japanese travel company can offer. We researched locations that Chinese people would enjoy and aligned with the client’s wishes. The storytelling element of our proposal was well-received and was what convinced the client to bring their tour to life.

Challenges

There were three major points we had to overcome to formulate a solid tour plan. The first was to respond to the speed of business in China, where negotiations move much faster than in other countries. This meant we had to come up with concepts and decide on proposals within a short timeframe. Next was to select a tour location to realize the concept we had in mind. Visiting famous tourist attractions alone was not enough to create a lasting impression in the hearts of the guests.

On the other hand, some guests requested a visit to Kyoto, a place in the Kansai region that is of great historical significance to Japan. We needed to offer unique experiences that only we could offer while keeping in mind other places the client had in mind. In addition, the increase in inbound travel in Japan meant booking rooms at prestigious hotels proved challenging. The third point was of potential problems arising during this tour of approximately 100 participants. Therefore, it was necessary to be prepared for the possibility of sudden changes in hotel and dining arrangements.

Key Points

Proposing a specific tour plan as soon as possible
Creating inspiring Japanese cultural experiences
Arranging transportation and accommodation for 100 people
Preparing measures against sudden changes or problems during the tour

Solutions

Prompt planning

JTB China planned the tour in as little as one week after meeting with the client. Three people with knowledge of both China and Japan were put in charge of this tour and compiled ideas, worked out the concept, and selected places to visit. We created a unique tour plan that showcased the Kansai region while visiting locations away from the main tourist attractions.

Highly experienced accompaniment

Three of our staff accompanied this tour to serve as a command post. They helped in coordinating times, making various arrangements, offering guidance at sightseeing spots, and dealing with any issues that arose. Accompanied by staff with extensive knowledge of Japanese tourism and culture, the client and guests were able to enjoy their trip with peace of mind.

Flexible plans during the tour

Certain requests by the tour group meant plans needed to change suddenly, including arranging for sightseeing buses during the tour. It was not easy to secure them on such short notice, but our Japan team, at the request of JTB China, were able to quickly fulfill their request through our network.

Unique Japanese cultural experiences

With the help of our trusted network, we included a visit to a Japanese sake brewery in Rakuchu, Kyoto. Usually difficult to book, the relationship we had developed with them over time allowed the participants to sample the culture of Japanese sake brewing. Across the tour, they were impressed by the many unique Japanese cultural experiences we were able to arrange.

Inspiring photography opportunities

We selected a number of interesting photo spots for the tour participants to enjoy and try out their cameras: Arashiyama and Fushimi in Kyoto and the port of Kobe and Mt. Rokko. These photogenic locations proved to be so popular that guests took as many pictures as time could allow.

Mt. Rokko in particular proved to be a highlight thanks to the views of the entire city of Kobe and the ocean from the observatory. We were able to create a wonderful photography experience for everyone until the very end of the day.

High-quality accommodation and dining experiences

Through our network, we were able to arrange a stay at a luxury hotel in Osaka. Requests were made to change the size of the beds, which we successfully negotiated for with the hotel. The menu, with a focus on Japanese cuisine, was also very well-received.

Conclusion

This incentive tour was deemed a success. The client was able to strengthen its relationship with its sales agents while we, through our high level of hospitality, prompt planning, unique tour plans, and flexible local response, were highly praised by the client. From the initial proposal to the implementation of the tour, the collaboration between our China and Japan offices helped create the best experience and showcased our ability to cater to international clients, arrange accommodation and buses, and to consistently deliver high quality at all times.

Project Lead

Lin Ning

I have been working in the Corporate Sales Division of JTB Shanghai for more than 8 years, and I am mainly responsible for proposing and executing domestic and overseas tours, conferences, and other events. She has been involved in large-scale events with about 400 people, and is also frequently involved in the on-site operation of business tours or conferences both at home and abroad.