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Brief Published: 4 Mar 2020

Tourism Campaigns Target Local Markets

Extra
Japan's 'empty tourism' campaign

With international travellers wary of (or banned by) the coronavirus, Japan and New Zealand are targeting locals and neighbours.

Shopkeepers in Japanese tourist hotspot Kyoto have launched an 'empty tourism' campaign focused on locals who normally shy away from the city's tourist-packed attractions. Posters depict Kyoto's 17 UNESCO world heritage sites accompanied by clever captions. One shows a monkey and the now-vacant Togetsukyo Bridge with a caption that translates to: "It's been a while since there were more monkeys than humans." The advertisements are hashtagged #NoPeople and #NowIsTheTime.

New Zealand's government has granted Tourism New Zealand (TNZ) NZ $11m in relief funding to refocus marketing efforts on Australian travellers – aiming to recoup a portion of the estimated NZ $180m per month that Chinese visitors spend in the peak January-April tourism season. The 'This is How We Winter' campaign promotes easy-access winter ski trips to neighbouring Australians via partnerships with airlines, airports and regions.

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