There are a number of reasons Japanese numbers are falling.
- Other Markets (Hawaii, Singapore, Hong Kong) all adjust to suit the Japanese style of shopping, golf, eating, touring, short stays etc. Australia and NZ offer the one product to all comers.
- Aust. and NZ do not market to the Japanese in a way that encourages them to visit more than once. Other countries somehow get the Japanese back several times - repeat visitors.
- Lack of competition. For years the route was JAL & Qantas. Air fares were always high and still are compared to other destinations.
- QF do SFA marketing as a brand, Japanese are brand focused. Virgin brands do very well in Japan. If DJ went to Japan i'm sure the image alone would kick QF Butt.
- Cost. The Yen vs. AUD$ has always gone up and down. However, Australian and NZ hotels, meals and general spending is more expensive than other destinations. But Cost is not the main reason for falling numbers.