Inbound Tourism Marketing

Phase01

Aligning on objectives

• Defining the outcome
• Choosing target countries and regions

We define what the inbound work is meant to achieve, and in which markets.

We agree on the outcome — visits, bookings, awareness — and on the priority countries and regions. The goal we set is realistic about what you can actually receive: language support, payment, and the booking path itself.

Phase02

Audience research

• Social media use by country and generation
• Travel behaviour analysis

We establish, from data, who in which country is on which platform.

Social media is the leading pre-departure information source for visitors to Japan (Japan Tourism Agency, 24.6%). Chinese-speaking markets lean on Xiaohongshu and Douyin; English-speaking ones on Instagram and TikTok. We research platform use and travel behaviour by country and generation, and make the target traveller concrete.

1. Quantitative market comparisonComparing visitor numbers and spending by country tells us, from data, which markets to go after.
2. Behaviour by marketBecause each country uses different platforms and searches differently, we map where each market looks and what it looks at.
3. Persona prioritisationWe rank the traveller profiles and concentrate the budget on the priority ones.

Phase03

Platform selection

• A role for each platform
• Account strategy

We pick the platforms that genuinely reach your target regions.

We design the mix of platforms — Instagram, TikTok, Xiaohongshu and others — to suit your target countries, and give each a role. Where you start, whether official accounts, KOC/KOL campaigns or paid media, is planned around your goal and budget.

1. Investment allocationEach platform gets a role and a share of budget, weighted toward whichever is pivotal in that market.
2. Phased rolloutTest in a small number of markets first, confirm the results, then widen both the markets and the posting frequency.
3. Layered KPIsWe decide up front which numbers matter at each stage — followers, saves, bookings.

Phase04

Multilingual content production

• Native translation and voiceover
• Repurposing content you already have
• Original concepts

AI paired with native speakers produces multilingual content that actually communicates.

We make use of the video you already have, localising it with translation, voiceover and subtitles from native English and Chinese speakers. On top of that we plan original content built around each target country's tastes, so the output is never just a literal translation of something written for a Japanese audience.

1. An angle for each marketPractical guides for Korea, first-hand accounts and good-value tips for China — each market gets the angle that lands there.
2. Rebuilt for the local marketNot a literal translation: titles and hashtags are rebuilt around how local users actually search.
3. Planning phase and departure phaseWhile they are still deciding, guides worth saving. Just before departure, a reminder that brings you back to mind.

Phase05

Launch and scale

• Official account management
• KOC and KOL partnerships
• Winning creative repurposed as ads

Whatever the accounts prove works, we scale hard through advertising and PR.

Official account management runs alongside KOC/KOL campaigns with local creators, and whatever performs is repurposed as paid social. Organic, PR and paid run as one motion, reaching travellers while the decision is still being made.