Strategic collaboration: JCB and Kobe Tourism Board focus on Indonesia

08-12-24

In an innovative collaboration, JCB, a leading Japanese financial services brand, and the Kobe Tourism Bureau have partnered to develop tourism promotion strategies focused on attracting visitors from Indonesia, a booming market for Japanese tourism. This effort seeks to capitalize on Indonesians' growing interest in Japan as a destination by facilitating a more personalized and accessible travel experience.

The main objective of this collaboration is to maximize Kobe's appeal among Indonesian tourists, who, in recent years, have shown a marked interest in Japanese culture, cuisine and landscapes. Indonesia, with a majority Muslim population, requires specific adaptations, such as offering halal options and culturally sensitive tourism services. Through this partnership, Kobe's tourism infrastructure is planned to be expanded to meet these expectations, fostering inclusive and sustainable tourism.

The strategy includes targeted digital campaigns, collaboration with Indonesian travel influencers and the creation of customized tour packages. JCB, known for its wide acceptance in Japan, also seeks to ensure that Indonesian tourists have easy access to convenient payment methods, eliminating financial barriers that could arise during their visits.

On the other hand, the Kobe Tourism Bureau plans to organize events that highlight its rich cultural heritage and unique experiences, such as visits to the famous Kobe Tower, food tours, and cruise excursions around the bay. In addition, the promotion is expected to be extended to tourism fairs in Indonesia, allowing direct interaction between Japanese tour operators and Indonesian consumers.

Indonesia has emerged as a key market for Japan due to its growing middle class and affinity for international destinations. During the first nine months of 2023, Indonesia generated $10.46 billion in tourism revenue, standing out as a vibrant economy with tourists willing to spend. This collaboration between JCB and Kobe not only positions the city as a prominent destination for Indonesians, but also contributes to Japan's overall goals of diversifying its post-Pandemic tourism base.

Asia's tourism recovery has been remarkable in 2023 and 2024, but still faces challenges. However, collaborations such as this one demonstrate Japan's commitment to adapting to the changing needs of international travelers, while solidifying cultural and economic ties with Indonesia.

With combined efforts to integrate accessibility, targeted promotion and barrier removal, Kobe could position itself as one of the preferred destinations for Indonesian travelers in the coming years.

This partnership not only expands JCB's reach in the international market, but also strengthens Kobe's position as a culturally inclusive and accessible destination for all.