The website "Tourism in Mie" has ranked first in Japan in the estimated number of visitors (smartphones) of official prefectural tourism information sites!
掲載日：2023.02.27
The Japan Tourism Promotion Association and Values Co., Ltd. jointly conducted a survey titled "2022 Tourism-related Site Estimated Viewer Number Rankings" (released on February 14, 2020), and Mie Prefecture, a public interest incorporated association, The official website "Tourism Mie" operated by the Tourism Federation (Chairman: Kenichi Takeya) has become number 1 in Japan (ranked 2nd last year) in terms of the estimated number of visitors from smartphones among the "official prefectural tourism information sites"! ! In addition, in terms of the estimated number of viewers from PCs (hereinafter referred to as PCs), and the estimated number of viewers from PCs and smartphones, we were 2nd in Japan after Osaka Prefecture (each ranked 2nd last year)!
In this article, we will briefly explain ``What kind of survey was it?'' and ``Why did it yield such a result?''
Survey overview
(1) Survey implementation organization
・Japan Tourism Promotion Association (Minato-ku, Tokyo, Chairman: Kenichiro Yamanishi)
・Values Co., Ltd. (Minato-ku, Tokyo, President and CEO: Hideyuki Tsujimoto)
(2) Survey method
With the cooperation of Values Monitors (men and women aged 20 and over) from all over the country, we have compiled the annual number of visitors to each prefecture's official tourism information site in 2022.
The number of site visitors is calculated by counting accesses from PCs and smartphones, and based on the appearance rate on the monitors owned by Values, we estimate trends among people over the age of 20 based on the domestic internet population.
Click here for detailed information on the survey (external link)
Investigation result
Source: Values Co., Ltd.
In terms of the estimated number of visitors to the prefectural official tourism information site, "Tourism Mie" ranks first on smartphones (236.1% increase from the previous year, see Figure 1), and second on PCs (163.0% increase from the previous year, see Figure 2). )was.
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About inflow keywords
Looking at the inflow keywords for the top 5 prefectural official tourism information sites by estimated number of visitors (see Figure 3), keywords related to prefectural citizen discount and national travel support are prominent in the 3rd place and below, but for "Tourism Mie" , compound keywords that combine "prefecture name" and "sightseeing" such as "Mie Prefecture Tourism" and "Mie Prefecture Tourism" and sightseeing spot names such as "IseJingu" occupy the top keywords flowing into the site. .
Initiatives to increase the number of viewers
The official website "Tourist Mie" has increased the number of visitors since last year, and is now in second place after Osaka Prefecture in the 2022 ranking of official prefecture tourism information website visitors (PC+smartphone, PC only)! As far as smartphones are concerned, we have been ranked first!
From here, we will briefly introduce some of our efforts to increase the number of viewers.
① Dissemination via official SNS/short videos
The content created through interviews and other activities is published on "Kou Mie Tourism" and is also disseminated through the official Mie Kanko SNS (total number of followers of over 210,000).
This year, we will also focus on disseminating short vertical videos, creating and disseminating short videos that summarize the content in an easy-to-understand manner, in an effort to guide people to "Tourism in Mie."
② Content production using general users
Following the "Mie Travel Camera Club" launched in 2021, we have also launched the "Mie Travel Climbing Club" to promote the appeal of mountain climbing in Mie, and the "Mie Travel Gourmet Club" to communicate the appeal of Mie's food. It was newly launched, and general users selected through public recruitment created and disseminated content. This allows us to communicate the charms of Mie from a user's perspective.
③ Implementation of media tie-ups
In collaboration with media such as the Mie Prefectural Public Relations Division (CBC Television) and Chukyo Television, we will create content linked to program broadcasts as content within "Tourism Mie" and effectively guide people to the page. did.
④Digital marketing measures
We use a combination of various tools to understand and analyze current issues, such as measuring the number of website accesses, page stay time, number of clicks, etc., researching search display rankings, incoming keywords, and predicting search volume. By running the PDCA cycle based on this data, we were able to improve our search rankings and increase the number of accesses.
About future developments
In addition to continuing to promote ``strengthening Mie tourism's communication power,'' we would also like to be involved in ``local branding'' that is unique to Mie Prefecture.
In addition, based on the fact that more than 80% of the current number of accesses to "Kanko Mie" are from mobile terminals such as smartphones, we will carry out a complete renovation of "Kouko Mie" on December 27, 2020. It was conducted.
As a result, we have changed the site design to be more smartphone-first, such as responding to a responsive web design where the size of the viewing screen does not depend on the device being used, making images larger, and adding features such as "recommendations for you" that are tailored to each user. We have introduced a recommendation function, making the site even more user-friendly and user-friendly. We will closely monitor changes in the number of accesses after the renewal and implement measures in line with changes.
Please look forward to the evolution of the official Mie Tourism website.