With Chinese incentive travel groups not “returning anytime soon”, Sapporo Convention Bureau in Hokkaido, Japan has turned its attention towards small- to mid-sized alternatives from the South-east Asian market.
“I’m here at ITB Asia to meet with buyers from South-east Asia, specifically from Singapore, Malaysia, and Indonesia, our top three markets in this region,” Aya Sugimoto, manager incentives and corporate events, told TTGmice.
She acknowledges one obstacle to her ambition – the need for a Tokyo transit on flights to Sapporo from South-east Asian cities, with the exception of the Bangkok-Sapporo route that is operated by Thai Airways and AirAsiaX.
While airlift from Bangkok enjoys the convenience of direct services, Sugimoto said the market is stronger for leisure FITs, with room for improvement in incentive travel.
Indeed, the Japanese city will have to resolve its air access challenge if it is to do well in South-east Asian markets, which prefer short programmes without the hassle of transit flights, according to Sugimoto.
The Hokkaido prefectural government is working to entice airlines to operate direct flights to Sapporo.
There is also work to be done in changing the perception that Sapporo is only good for the winter season.
She said: “We have so much to offer in the green season (April to October). Groups can opt for canoeing, fruit picking, or cherry blossom viewing. Our cherry blossoms bloom much later in April and May, and we are less crowded (than the main Japanese cities of Tokyo and Osaka).”
While Sapporo Convention Bureau does not dangle cash incentives to lure business events to the city, it does provide other forms of support. For instance, a group that clocks 200 visitor nights or more in the city will qualify for a gala dinner hosted by the bureau or be able to enjoy relevant city tours. Smaller meetings with 100 attendees may also be gifted with an airport welcome.
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