The Minister for Tourism, Martin Ferguson AM MP, has met with representatives of the Japan Association of Travel Agents (JATA) in Tokyo to outline Australian Government initiatives to improve the travel experience of Japanese visitors to Australia.
Minister Ferguson said: "The Japanese market remains vital to Australian tourism and last year saw more than 570,000 Japanese travellers arrive in Australia.
"Japanese tourists last year contributed $1.6 billion in total inbound economic value to Australia's economy.
"The past decade has seen a decline in the number of Japanese tourists coming to Australia and this visit is an important step in raising awareness of the work being done by the Australian Government and the Australian tourism industry to better meet the changing Japanese market.
"Providing tourists to Australia a higher quality experience and better value for money will increase Australia's competitiveness as a tourist destination.
"My commitment to tourism accreditation and the Australian Government's recently-announced National Long-Term Tourism Strategy will help achieve these goals.
"Through this Strategy, the Australian Government will respond to long-standing supply-side issues such as tourism investment, infrastructure, and labour shortages."
JATA recently chose Australia as one of the destinations for JATA's Visit the World Campaign.
Minister Ferguson said: "Tourism Australia will work closely with JATA, airlines in both Australia and Japan, and state tourism organisations to make the most of this great initiative.
"Tourism Australia has developed a single approach for the Japanese market and identified Australia's 'World Heritage' locations as a significant branding opportunity.
"While in Japan I will also meet representatives of JAL to discuss airline partnerships and how we can ensure Japan's visitors get to Australia as efficiently as possible.
"These measures will reinforce Australia as a first-choice tourism destination and reflect our commitment to the tourism industry and our friends in Japan."