Over the years, many tourism boards have actively participated in Malaysia's largest consumer travel fair, Matta Fair.
Countries around the region are mostly engaged in this fair, while those from the far east have also taken advantage of participating.
Countries around the region are mostly engaged in this fair, while those from the far east have also taken advantage of participating.
Among the countries, Japan has been one of the aggressive ones that have been taking part for many years.
They have also gathered much research and behaviours of the local Malaysian consumers and have adopted a solid approach to inviting Malaysians to visit Japan.
Since 2007, I have been an avid visitor to this travel fair. I have been writing much about the Matta Fair, providing information to consumers, and sharing tips and other information related to travel or buying travel packages.
They have also gathered much research and behaviours of the local Malaysian consumers and have adopted a solid approach to inviting Malaysians to visit Japan.
Japan Tourism at Matta Fair
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| The main Japan Booth at the Matta Fair 2017. |
For ten solid years, I have also seen the changes in trends among travellers, and in the last five years, the digital and online world has taken over most of the sales from the Matta Fair.
This is due mainly to the millennials or the younger generation, who believe in free independent travel or FIT, as the industry calls it.
JNTO at Matta Fair Malaysia
This is due mainly to the millennials or the younger generation, who believe in free independent travel or FIT, as the industry calls it.
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| Targeting the food travellers, Kansai Tourism had a Gastronomy experience to offer. |
The Japan National Tourism Organisation, or JNTO, saw this back then and took advantage of the change, but in a slow and steady concept.
When you look back 10 years ago, the Chinese community from Malaysia loved to visit Japan. Still, all this changed when AirAsia opened a direct route into Tokyo, Osaka and Sapporo.
When you look back 10 years ago, the Chinese community from Malaysia loved to visit Japan. Still, all this changed when AirAsia opened a direct route into Tokyo, Osaka and Sapporo.
Easy and cheap direct access to Japan opened up more opportunities for other races in Malaysia to visit Japan.
And when social media boomed in the last five to six years ago, the Malay market started to look at the far east, and Japan was one of the preferred destinations.
And when social media boomed in the last five to six years ago, the Malay market started to look at the far east, and Japan was one of the preferred destinations.
A huge thanks go to social media as it was the biggest factor in making up the traveller's minds.
Blog articles were vital as they were shared online on popular platforms like Facebook and Twitter.
JNTO saw the importance of this and started to embark on a digital approach towards Muslim consumers. Because of the steep increase in Muslim travellers from Malaysia, discussions were held to cater to this growing market.
Back then, Japan was barely or not ready for Muslim travellers; hence they started to incorporate Muslim-friendly packages.
Blog articles were vital as they were shared online on popular platforms like Facebook and Twitter.
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| The team from the Wakayama Prefecture at Matta Fair. |
Back then, Japan was barely or not ready for Muslim travellers; hence they started to incorporate Muslim-friendly packages.
By doing this, several tourism players all around Japan were encouraged to accommodate the Muslim-friendly facilities to cater to this market.
And today, Japan can boast several Muslim-friendly destinations, namely Tokyo, Kanagawa, Osaka, Kyoto, Nagoya and even Hokkaido.
Purpose of Japan Tourism at Matta Fair
And today, Japan can boast several Muslim-friendly destinations, namely Tokyo, Kanagawa, Osaka, Kyoto, Nagoya and even Hokkaido.
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| Chiba Prefecture with their Jalan Jalan Chiba campaign at Matta Fair. |
During the Matta Fair, I must have seen a ten-fold increase in the Malaysian Muslims visiting the Japan booth at the fair during the last few years.
When inspecting the products sold, brochures with Muslim Friendly headlines were prominent in destinations around Japan.
When inspecting the products sold, brochures with Muslim Friendly headlines were prominent in destinations around Japan.
There were even flyers printed in Malay to cater to the Malay-speaking community. Prices were generally the same as other standard packages or cheaper, but the selections were diverse.
You should know that the Japan Tourism booth is there for promotional purposes and does not sell tour packages.
JNTO and the prefectures or other Japanese businesses are there to promote the destinations. When a consumer wants to buy a package, they must proceed to a travel agent selling Japanese travel packages.
Japan Exhibitors at Matta Fair September 2017
1. VISONDATA (M) SDN BHD (Wi-Fi)
2. Okayama City & Maniwa City (Local government)
3. KANSAI Tourism Bureau (Local government)
4. TOHOKU (Local government)
5. Hokkaido Otaru City (Local government)
6. IBARAKI PREFECTURE (Local government)
7. OKINAWA / 冲绳 (Local government)
8. CHIBA PREFECTURE (Local government)
9. EAST JAPAN RAILWAY COMPANY (Transportation)
10. Tokyu Hotels (Accommodation)
11. GIFU / JR-CENTRAL (Local government / Transportation)
12. WEST JAPAN RAILWAY COMPANY (Transportation)
13. Gastronomy Tourism in Osaka Kansai (Local government)
14. AEON HOKKAIDO (Retailer)
15. WASHINGTON HOTEL & HOTEL GRACERY (Accommodation)
16. Hokkaido Tourism Organization (Local government)
17. Prince Hotels & Resorts / Seibu Railway (Accommodation)
18. Shinjuku, Hakone, Enoshima, Kamakura ～Odakyu Group～ (Transportation)
19. WAKAYAMA (Local government)
20. STUDY in JAPAN (Education)
21. Don Quijote (Retailer)
JNTO and the prefectures or other Japanese businesses are there to promote the destinations. When a consumer wants to buy a package, they must proceed to a travel agent selling Japanese travel packages.
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| Even Don Quijote was present at the last Matta Fair in Malaysia. |
1. VISONDATA (M) SDN BHD (Wi-Fi)
2. Okayama City & Maniwa City (Local government)
3. KANSAI Tourism Bureau (Local government)
4. TOHOKU (Local government)
5. Hokkaido Otaru City (Local government)
6. IBARAKI PREFECTURE (Local government)
7. OKINAWA / 冲绳 (Local government)
8. CHIBA PREFECTURE (Local government)
9. EAST JAPAN RAILWAY COMPANY (Transportation)
10. Tokyu Hotels (Accommodation)
11. GIFU / JR-CENTRAL (Local government / Transportation)
12. WEST JAPAN RAILWAY COMPANY (Transportation)
13. Gastronomy Tourism in Osaka Kansai (Local government)
14. AEON HOKKAIDO (Retailer)
15. WASHINGTON HOTEL & HOTEL GRACERY (Accommodation)
16. Hokkaido Tourism Organization (Local government)
17. Prince Hotels & Resorts / Seibu Railway (Accommodation)
18. Shinjuku, Hakone, Enoshima, Kamakura ～Odakyu Group～ (Transportation)
19. WAKAYAMA (Local government)
20. STUDY in JAPAN (Education)
21. Don Quijote (Retailer)
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| The team from Okayama and Maniwa City at their booth during Matta Fair. |
One thing that Japan Tourism learned was that the younger generation Malay community loved to travel in groups of friends or with families.
And they also preferred homestay accommodation or Ryokan compared to a hotel, mainly due to the pricing factor.
And they also preferred homestay accommodation or Ryokan compared to a hotel, mainly due to the pricing factor.
But these statistics were based on a larger percentage versus the city Malay community which preferred a more general vacation, staying at hotels or resorts.
With this, the Japanese prefectures had a simple guideline - Muslim-friendly travel.
With this, the Japanese prefectures had a simple guideline - Muslim-friendly travel.
Meetings were held with JNTO, the local prefecture offices and the industry players all over Japan.
They saw the potential of huge numbers of Muslims travelling worldwide and wanted to tap into this market. Remember, Indonesia and Brunei are also apart from Malaysia, so why not cater to this.
Things did not happen overnight, but after a few years, the industry players in Japan saw potential in this specialized market, and some decided to go Muslim-friendly.
Airports also play a key role as these would be the first entry point for Muslim travellers.
They saw the potential of huge numbers of Muslims travelling worldwide and wanted to tap into this market. Remember, Indonesia and Brunei are also apart from Malaysia, so why not cater to this.
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| Kansai Tourism Board team at the Matta Fair in Malaysia. |
Airports also play a key role as these would be the first entry point for Muslim travellers.
One of them is the Kansai Osaka Airport, which incorporated Halal and Muslim-friendly restaurants in the airport. They also added a Muslim prayer room in the airport for the convenience of Muslim travellers.
Another airport to follow suit is the Chubu Centrair Airport in Nagoya which also provides Muslim-friendly services and food in the airport facilities.
This was done in 2014 and has provided ease for Muslim travellers into this region of Japan.
This was done in 2014 and has provided ease for Muslim travellers into this region of Japan.
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| The focus was paid to Muslim-friendly destinations in Japan. |
Japan Muslim Friendly Travel at Matta Fair
With all the steps carefully examined, Japan Tourism soon saw more Muslim travellers. Eventually, more businesses started to adopt the Muslim-friendly approach by offering accepted services.
At the recent Matta Fair 2017, the number of prefectures that catered to Muslim travellers had increased.
One of them is the Kanagawa Prefecture, just south of Tokyo, which is now becoming one of the preferred destinations for Muslim travellers.
Kanagawa Prefecture has also been participating in the Matta Fair as they are quite well known for many interesting tourist attractions.
Popular places around Kanagawa include Yokohama, Kawasaki, Kamakura, Fujisawa, Hakone, Odawara and Oyama.
One of them is the Kanagawa Prefecture, just south of Tokyo, which is now becoming one of the preferred destinations for Muslim travellers.
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| The team from Kanagawa at their booth. |
Popular places around Kanagawa include Yokohama, Kawasaki, Kamakura, Fujisawa, Hakone, Odawara and Oyama.
Other prefectures that are popular include Kyoto, which is also a very popular Muslim-friendly destination and Osaka.
Currently, the cheapest way to Kyoto is also from a budget-friendly new train system.
JNTO at MATTA Fair 2018
Currently, the cheapest way to Kyoto is also from a budget-friendly new train system.
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| Odakyu Group promotes its train services between popular cities in Japan. |
For the next Matta Fair 2018, you can expect more participation from different prefectures around Japan, and most of them will promote Muslim-friendly places.
At the Japan booth, you will get the best and most up-to-date information about Muslim-friendly services and a Halal guide to Japan.
At the Japan booth, you will get the best and most up-to-date information about Muslim-friendly services and a Halal guide to Japan.
Japan Tourism's participation at Matta Fair in Malaysia has changed the travel landscape for Muslim and general travellers to Japan in the last five years. More emphasis has been put on budget travel as consumer trends are growing fast.
Ryokan has been one of the most popular accommodations while train travel from city to city is gaining popularity. More travellers are now visiting a few places rather than just one city like in the old days.
Current-generation travellers prefer to explore independently and need information about food, facilities or accommodations.
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| Japan Walker SEA promoted its magazine during the Matta Fair. |
Current-generation travellers prefer to explore independently and need information about food, facilities or accommodations.
This is where Japan Tourism comes in to provide up-to-date information, which is also translated into Malay, Chinese and English for the ease of the different races.
Conclusion
Again, Malaysians, as a multicultural community, prefer different things when they travel, compared to just one race.
Again, Malaysians, as a multicultural community, prefer different things when they travel, compared to just one race.
And Japan Tourism has always looked deep into this to cater to every race in Malaysia or Southeast Asia.