Travel Voice Research Report - Overseas Case Studies on Travel Demand Stimulus Strategies
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Travel Voice Research Report
Overseas Case Studies on
Travel Demand Stimulus Strategies
― Analysis of Cases Similar to “GoTo Travel” and “COCOA” ―
November 11, 2020
Travel Voice Japan
© Copyright 2020 Travel Voice Japan 1
Financial Incentives for Domestic Travel Promotion
◼ Currently, domestic tourism stimulus packages are being implemented around the world and may
be broadly divided into demand and supply sides. Demand stimulus packages are additionally
divided into vouchers, monetary incentives, and others. Country of Implementation
Overview (Example)
• Distribution of discounts and Europe
vouchers to promote domestic travel • Greece, Poland, Slovenia,
‒ Similar structure to Japan’s GoTo Italy, etc.
Voucher Campaign Asia-Pacific Countries
• Japan, Thailand, Malaysia,
Australia, Macao, etc.
• Reduction of Value Added Tax on Hungary, Turkey, Malaysia,
domestic flights and other tourism- etc.
For the demand related services (such as
Financial
side (for the accommodations)
Incentives
market)
• Long Weekend Costa Rica, Mexico, New
Financial ‒ Termed “Happy Monday” in Japan, Zealand, etc.
Incentives for public holiday dates are moved a day
Domestic Others closer to the weekend (Friday or
Travel Monday) to encourage the public to
Promotion use the long weekend for trips
• Financial support for the domestic Implemented worldwide.
tourism industries
For the supply Financial ‒ Special financial support for tourism
side Support for industry operators
(for suppliers) Industries ‒ Financial support for promotional and
marketing campaigns targeted at
DMOs
Source: UNWTO, Understanding Domestic Tourism and Seizing its Opportunities, September 2020、WTTC Covid-19 Related Policy Shifts Supportive2
of Travel & tourism Sector, 22nd October 2020, Created by Travel Voice from magazine article search 2
Financial Incentives for Domestic Travel Promotion
(Voucher)
Country of Implementation
Overview (Example)
• Distribution of discounts and Europe
vouchers to promote domestic travel • Greece, Poland, Slovenia,
‒ Similar structure to Japan’s GoTo Italy, etc.
Voucher Campaign Asia-Pacific Countries
• Japan, Thailand, Malaysia,
Australia, Macao, etc.
• Reduction of Value Added Tax on Hungary, Turkey, Malaysia,
domestic flights and other tourism- etc.
For the demand related services (such as
Financial
side (for the accommodations)
Incentives
market)
• Long Weekend Costa Rica, Mexico, New
Financial ‒ Termed “Happy Monday” in Japan, Zealand, etc.
Incentives for public holiday dates are moved a day
Domestic Others closer to the weekend (Friday or
Travel Monday) to encourage the public to
Promotion use the long weekend for trips
• Financial support for the domestic Implemented worldwide.
tourism industries
For the supply Financial ‒ Special financial support for tourism
side Support for industry operators
(for suppliers) Industries ‒ Financial support for promotional and
marketing campaigns targeted at
DMOs
Source: UNWTO, Understanding Domestic Tourism and Seizing its Opportunities, September 2020、WTTC Covid-19 Related Policy Shifts Supportive3
of Travel & tourism Sector, 22nd October 2020, Created by Travel Voice from magazine article search 3
Financial Incentives for Domestic Travel Promotion (Voucher)
Countries have set requirements for discounts that utilize voucher-based assistance payments.
Target
Country/Region (income limits, Incentive/Method How Much Period
etc.)
50% of the cost of the stay
• Support for domestic travel or day trip. 70% of the cost
All Japanese of the trip is discounted,
equivalent to half the cost of a July 21, 2020 to
residents, and 30% as a golden ticket
room or package tour. January 31, 2021
Japan including foreign (coupon) that can be used
(There is no limit to the number of at the destination. The (with possible
nationals living in
uses, but there is a limit to the number upper limit is ¥20,000 for extension)
Japan
of nights one can stay). overnight stays and
¥10,000 for day trips.
Individuals whose
€3 billion euros in total
income is less than
• Support for half the cost of a up to a (250,000 vouchers June 15 to December
€19,000 and
Greece 4-night stay at hotels participating in across the board, worth 31, 2020 (with
households whose
the program. 1 million overnight stays) possible extension)
income is less than
will be distributed.
€28,000
• 80% discount on the coupon amount
when paying for an accommodation.
Italy Households whose • The remaining 20% will be claimed as a
July 1, 2020 to
（Bonus income is below tax deduction and refunded later (up to A total of €2.4 billion
€500) December 31, 2020
Vananze） €40,000
• Available in hotels, campgrounds, villas,
farm stays and B&Bs
Families with • Electronic coupons worth zł500 per
children (under 18 child with the aim of encouraging
Poland years old) or families with children under 18 － Until March 31, 2022
children with years of age (about 18 million
disabilities people) to travel within Poland
Source: UNWTO, Understanding Domestic Tourism and Seizing its Opportunities, September 2020、European Travel Commission, Covid-19 Recovery
4
Strategies for National Tourism Organisations, Created by Travel Voice from magazine article search 4
Financial Incentives for Domestic Travel Promotion (Voucher)
Malaysia offers income tax credits for tourism-related expenditures in addition to e-coupons, while
the Northern Territory of Australia issues vouchers to promote tourism in the region.
Target
Country/Region (income limits, Incentive/Method How Much Period
etc.)
• Vouchers are granted that may be used for
accommodations
June 19, 2020 to
Slovenia Slovenian Citizens ‒ €200 euros for Slovenian citizens over the －
age of 18 December 31, 2020
‒ €50 euros for children under 18 years old
Singapore
• Digital vouchers worth S$100 that can be
（The Singapore Citizens S$3.2 billion in December 2020 to
used for staycations and tickets for tours in
SingapoRediscover over 18 years old tourist facilities and regions
total June 2021
s Vouchers）
• 40% of the cost of domestic
accommodation (up to ฿3,000 per night, for
Thailand Thai citizens over 18 5 million
a maximum of 5 nights) will be covered by the July 1, 2020 to
（We Travel years old with a valid
Thai government
overnight stays
January 31, 2021
Together） ID • Airline tickets are limited to a maximum of ฿ in total
1,000
Voucher
• Introduced as part of the Economic Stimulus
Package
• An e-coupon worth RM100 will be provided
for domestic travel, which can be used for
RM500 million July 1, 2020 to June
Malaysia Malaysian Citizens domestic air, rail and accommodations
Income Tax Exemptions
in total 30, 2021
• Income tax deduction of up to RM1,000 for
tourism-related expenditures (accommodation,
domestic airlines, tourist facilities and
railroads) is also available.
5
Source: UNWTO, Understanding Domestic Tourism and Seizing its Opportunities, September 2020, Created by Travel Voice from article search 5
Financial Incentives for Domestic Travel Promotion (Voucher)
The Northern Territory of Australia issues vouchers to promote tourism in the region
Target
Country/Region (income limits, Incentive/Method How Much Period
etc.)
• Book a tourism product (such as a
package deal, accommodation or
experience) at any one of the four
Visitor Information Centres in the
AU$5.2 million (round June 2020 to January
Australia Citizens 18 years of region (or on their websites) and
1) 31, 2021
（Northern age or older residing receive a voucher for the amount
Territory, Territory in the Northern paid, up to a maximum of AU$200
Round 2 began (Now conducting
tourism voucher） Territory • If you are more than 400
November 2 Round 2)
kilometers from your place of
residence, you can receive a
voucher for the same amount paid,
up to an additional AU$200.
Source: UNWTO, Understanding Domestic Tourism and Seizing its Opportunities, September 2020、 Northern Territory Territory Tourism Voucher 6
HP, Created by Travel Voice from article search 6
Case Studies
Territory Tourism Voucher (Northern Territory, Australia)
◼ Northern Territory’s “Territorial Tourism Voucher” presents the whole process from
understanding the system to booking on its website in an easy-to-understand format.
Territory Tourism Voucher’s Home Page Territory Tourism Voucher’s Application Steps
• An easy-to-understand homepage, as well as a • Broadly speaking, it is divided into five steps: planning,
link to the four Visitor Information Centre's registration, booking, applying for a bonus voucher, and going
reservation homepage to the destination
Four
Visittor
Information
Center
Source: https://territoryvoucher.nt.gov.au/ 7
7
Case Studies
Territory Tourism Voucher (Northern Territory, Australia)
◼ The Territory Tourism Voucher scheme sells not only experiential products on its website,
but also packaged products to promote tourism in the region
Package tours that
combine products
in the region also
available for
purchase.
Source: Tourism Top End（https://www.tourismtopend.com.au/territory-voucher-r2） created by Travel Voice 8
8
Financial Incentives for Domestic Travel Promotion
Country of Implementation
Overview (Example)
• Distribution of discounts and Europe
vouchers to promote domestic travel • Greece, Poland, Slovenia,
‒ Similar structure to Japan’s GoTo Italy, etc.
Voucher Campaign Asia-Pacific Countries
• Japan, Thailand, Malaysia,
Australia, Macao, etc.
• Reduction of Value Added Tax on Hungary, Turkey, Malaysia,
domestic flights and other tourism- etc.
For the demand related services (such as
Financial
side (for the accommodations)
Incentives
market)
• Long Weekend Costa Rica, Mexico, New
Financial ‒ Termed “Happy Monday” in Japan, Zealand, etc.
Incentives for public holiday dates are moved a day
Domestic Others closer to the weekend (Friday or
Travel Monday) to encourage the public to
Promotion use the long weekend for trips
• Financial support for the domestic Implemented worldwide.
tourism industries
For the supply Financial ‒ Special financial support for tourism
side Support for industry operators
(for suppliers) Industries ‒ Financial support for promotional and
marketing campaigns targeted at
DMOs
Source: UNWTO, Understanding Domestic Tourism and Seizing its Opportunities, September 2020、WTTC Covid-19 Related Policy Shifts Supportive9
of Travel & tourism Sector, 22nd October 2020, Created by Travel Voice from magazine article search 9
Financial Incentives to Promote Domestic Travel
(Financial Incentives + Other)
◼ Turkey and Malaysia are offering tax breaks to encourage domestic travel
consumption. To increase national travel demand, Costa Rica has moved public
holidays to Mondays
Overview
Turkey • Value Added Tax (VAT) on domestic flights reduced from 18% to 1%
• Value Added Tax (VAT) on accommodation and related services reduced to 0%
Financial
Incentives
• The 6% service tax imposed on accommodations reduced to 0%
Malaysia
• Applicable to cigarettes and alcohol sold in accommodations
• Enacted a law that changed the day of the week of all holidays to Mondays
Other Costa Rica
between 2020 and 2021 in order to promote domestic travel among citizens.
Source: UNWTO, Understanding Domestic Tourism and Seizing its Opportunities, September 2020、（https://www.avalara.com/vatlive/en/vat- 10
news/malaysia-tax-measures-for-covid-19.html) created by Travel Voice 10Financial Incentives to Promote Domestic Travel
(Financial Incentives + Other)
◼ Currently, domestic tourism stimulus packages are being implemented around the world and may
be broadly divided into demand and supply sides. Demand stimulus packages are additionally
divided into vouchers, monetary incentives, and others. Country of Implementation
Overview (Example)
• Distribution of discounts and Europe
vouchers to promote domestic travel • Greece, Poland, Slovenia,
‒ Similar structure to Japan’s GoTo Italy, etc.
Voucher Campaign Asia-Pacific Countries
• Japan, Thailand, Malaysia,
Australia, Macao, etc.
• Reduction of Value Added Tax on Hungary, Turkey, Malaysia,
domestic flights and other tourism- etc.
For the demand related services (such as
Financial
side (for the accommodations)
Incentives
market)
• Long Weekend Costa Rica, Mexico, New
Financial ‒ Termed “Happy Monday” in Japan, Zealand, etc.
Incentives for public holiday dates are moved a day
Domestic Others closer to the weekend (Friday or
Travel Monday) to encourage the public to
Promotion use the long weekend for trips
• Financial support for the domestic Implemented worldwide.
tourism industries
For the supply Financial ‒ Special financial support for tourism
side Support for industry operators
(for suppliers) Industries ‒ Financial support for promotional and
marketing campaigns targeted at
DMOs
Source: UNWTO, Understanding Domestic Tourism and Seizing its Opportunities, September 2020、WTTC Covid-19 Related Policy Shifts Supportive
11
of Travel & tourism Sector, 22nd October 2020, Created by Travel Voice from magazine article search 11Marketing campaigns (excluding those for the domestic market)
◼ For the corona crisis, Seoul launched a video campaign for foreign markets.
In Thailand, campaigns for expatriates and more are being developed.
South Korea（Seoul Tourism Organization）
• On September 4, produced a video as a global marketing
campaign (See you in Seoul) featuring the world-famous K-
Pop group BTS.
• It has surpassed 400 million views in two months.
Thailand（Tourism Authority of Thailand）
• In addition to demand stimuli for Thai citizens,
Thailand is developing a campaign for "expatriates
and their families" that offers a ฿1,000 discount at
more than 300 participating hotels (until December
31, 2020).
• Thailand is developing their first ever "Sustainable
Thailand" video campaign focused on Sustainable
Tourism. TAT recognizes the importance of
Sustainable Tourism, and their campaign is
positioned to help preserve and pass on the cultural
and natural heritage of the country over the long
term as well as help people live in harmony with
local communities with the aim of striking a balance
between the quantity and quality of tourism.
Source: The Korea Herald（http://www.koreaherald.com/view.php?ud=20201109000848）、Travel Daily（https://www.traveldailymedia.com/thailand-unveils-
expat-travel-bonus-campaign/） Created by Travel Voice
12
12Others
13Others
Cases Similar to COCOA (Japan & Europe)
◼ European countries are introducing apps to contact-trace people with Covid-19
Potential Interchangeability with Already Compatible with
Country Application Name
other Applications? other Applications?
Japan COCOA No No
Austria Stopp Corona App Yes No
Belgium Coronalert Yes No
Bulgaria No plans at present.
Croatia Stop COVID-19 Yes No
Cyprus Currently in development. Yes No
Czechia eRouška Yes No
Denmark Smittestop Yes Yes
Estonia Currently planning Yes No
Finland Koronavilkku Yes No
France TousAntiCovid No No
Germany Corona-Warn-App Yes Yes
Greece See below
Hungary VirusRadar No No
Source: European Commission（https://ec.europa.eu/info/live-work-travel-eu/health/coronavirus-response/travel-during-coronavirus- 14
pandemic/mobile-contact-tracing-apps-eu-member-states_en） Created by Travel Voice 14Others
Cases Similar to COCOA (Europe)
◼ European countries are introducing apps to contact-trace people with Covid-19.
Potential Interchangeability with Already Compatible with
Country Application Name
other Applications? other Applications?
Ireland COVID Tracker Yes Yes
Italy Immuni Yes Yes
Latvia Apturi Covid Yes Yes
Lithuania Korona Stop LT Yes No
Luxembourg No plans to develop a tracing app at present
Malta COVIDAlert Yes No
Netherlands CoronaMelder Yes No
Poland ProteGO Safe No
Portugal StayAway COVID Yes No
Romania No plans at present
Slovakia Currently in development Yes No
Slovenia #OstaniZdrav Yes No
Spain Radar Covid Yes Yes
Sweden No plans to develop a tracing app at present
Source: European Commission（https://ec.europa.eu/info/live-work-travel-eu/health/coronavirus-response/travel-during-coronavirus- 15
pandemic/mobile-contact-tracing-apps-eu-member-states_en） Created by Travel Voice 15Others
Cases Similar to COCOA (Greece, Passenger Locator Form)
◼ In Greece, international tourists are given QR codes to conduct screening for Covid-19
diagnosis and behavioral monitoring, etc.
• On June 1, 2020, the Greek government began conducting coronavirus screening tests for foreign
travelers entering the country
• In order to conduct inspections and ensure safety, travelers are required to fill out a Passenger
Overview Locator Form (PLF)
‒ The document must detail their point of departure, duration of previous stays in other countries before
entering Greece, and address of their stay while in Greece, etc.
‒ When staying in Greece for more than one day, travelers are required to report where they are staying for at
least 24 hours after entering the country.
Screening diagnostic flow utilizing QR codes
Visit Greece App
1. After submitting a PLF, tourists receive a confirmation.
2. Travelers receive a PLF with a QR code with the
expected date of entry via email
3. Travelers are asked to show their email at the time of
entry
4. The PLF is also available on the Visit Greece app, so it is
recommended to download it before entering the country.
5. Upon entering the country, you may be screened for
coronaviruses, and if travelers are screened, they will be
placed in quarantine for 24 hours before they receive a
diagnosis.
6. When checking into a hotel, guests will be asked to
present a QR code indicating whether they are in
quarantine or not.
Source*: Visit Greece, Google Play Download Page（https://play.google.com/store/apps/details?id=com.visit_greece&hl=en_IE)、PLF Home Page（https://travel.gov.gr/#/)、ETC
（https://etc-corporate.org/news/etc-published-handbook-on-covid-19-recovery-strategies-for-national-tourism-organisations/） Created by Travel Voice 16
16Sources
◼ Sources are as follows:
• UNWTO
• https://hrturizam.hr/wp-content/uploads/2020/09/unwto-3.pdf
• WTTC
• https://wttc.org/COVID-19/Government-Hub
• ETC
• https://etc-corporate.org/news/etc-published-handbook-on-covid-19-recovery-strategies-for-national-tourism-organisations/
• Italy
• Article
• https://travelobiz.com/italy-launches-holiday-bonus-scheme/
• Poland
• Article
• https://www.themayor.eu/en/poland-boosts-tourism-with-free-vouchers-for-families-with-children
• Singapore
• Government-related
• https://www.stb.gov.sg/content/stb/en/media-centre/media-releases/SingapoRediscovers-and-Expanded-Attractions-
Guidelines.html
• Thailand
• Government-related
• https://www.xn--12c1bik6bbd8ab6hd1b5jc6jta.com/
• Article
• https://bangkokherald.com/living/travel/registration-now-open-for-free-hotel-rooms-flight-discounts/
• https://www.bangkokpost.com/business/1951932/1-9m-sign-up-for-domestic-travel-perk
• Malaysia
• Article
• https://www.malaymail.com/news/malaysia/2020/06/06/take-advantage-of-tax-exemption-to-revive-tourism-industry-post-
covid-19-sa/1873072
• https://www.avalara.com/vatlive/en/vat-news/malaysia-tax-measures-for-covid-19.html
• Australia（Northern Territory）
• Government-related
• https://territoryvoucher.nt.gov.au/
• Article
• https://www.abc.net.au/news/2020-10-06/nt-government-tourism-voucher-scheme-mixed-result/12713656
17
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