Take 5 – Mark Holguin

MARK HOLGUIN General Manager – EXO Japan

Mark is the new General Manager of EXO Japan. He first came to Japan as a university student in 1981. Since then, his career within Japan and Asia has ranged from hospitality and tourism to marketing, operations, contracting and revenue management. His broad range of experience in senior management roles contributes greatly to his ability to lead EXO Japan, while his extensive knowledge and expertise of Japan provides the local knowledge and expertise that defines us as a company.

YOU’VE SPENT A LOT OF TIME IN JAPAN. HOW HAS THE COUNTRY CHANGED FROM THE TIME YOU FIRST VISITED UNTIL NOW?

When I first came to Japan 35 years ago, I couldn’t find a 24-hour ATM, avocados, a decent sporting goods store or a cheap matinee. That has all changed for the better. These days, Japan is incredibly convenient. I can now pay for any form of public transportation with an electronic money card that automatically tops itself up. At convenience stores, I can buy anything from fresh food and high quality coffee to concert, ski lift and sumo tickets. I can even ship items, pay bills and fax things there. But some things never change. The politeness of the people, crowded trains, traditional foods and festivals Japan is famous for, and how safe you feel in here. These things have always been and remain distinct attributes of Japan.

“We are now in the process of stepping in to fill this gap by developing a dedicated Adventure department.”

AS AN ADOPTED ‘LOCAL,’ WHAT IMPRESSES YOU MOST ABOUT JAPAN THAT TRAVELLERS MAY NOT NOTICE AT FIRST?

Japanese culture centres around a concept known as `Yuzuri-ai’ which involves a shared notion that yielding to others is for the greater good of all. This collective mindfulness manifests itself in the daily lives of Japanese in fascinating and incredible ways. A perfect example is driving in Japan. Unlike other places in the world, where honking is typically seen as an aggressive or accusatory action, in Japan it’s more commonly used as a way to let someone know it’s okay to go first or to give pedestrians a polite warning. Another great example of how unique the Japanese mindset is can be seen in how far locals will go to help strangers out. It’s not uncommon to see locals walking strangers to their destination because they’re not able to communicate how to get there verbally. As an `adopted local,’ I have also brought this selfless mindset into my own life, and feel like I’m a better person because of it.

WHAT UNIQUE CHALLENGES DOES JAPAN FACE WITH REGARD TO THE GROWTH OF ITS TOURISM SECTOR?

Japan has the goal of attracting 40 million foreign tourists by 2020. Unfortunately, these growth targets often overlook the need for sufficient infrastructure to support them such as new hotels, language and cultural training for locals and foreign-friendly services at restaurants, cultural events and attractions.

Japan is now seeing a growing number of repeat visitors who want to explore off the beaten track areas they missed before. The country has an incredible array of offerings for adventure, sports, nature and culture. Much of it is completely off the radar, which is extremely appealing to travellers looking to experience a unique side of Japan. The thing that Japan still needs to sort out is the logistics needed to open up this vast, untapped tourism potential.

HOW HAS EXO ADAPTED ITS PRODUCTS AND OPERATIONS IN JAPAN TO COPE WITH THIS CHALLENGE?

We are now in the process of stepping in to fill this gap by developing a dedicated Adventure department. This will enable us to provide the expertise, knowledge, support and logistics necessary to open an entirely new world of adventure touring in Japan. Whether it be backcountry skiing, climbing Mt Fuji, cycling through Hokkaido, diving in Okinawa or rafting in Shikoku, we will soon be able provide clients and their customers with the adventure they seek in Japan.

IN YOUR MIND, WHAT IS THE NUMBER ONE THING VISITORS MUST SEE OR DO IN THE COUNTRY?

One of the most unique things visitors should try is the art of `Hadaka Tsukiai,’ which means `to socialise in the nude.’ This is a deeply ingrained practice that dates back over a thousand years and is an excellent way to connect with `Old Japan.’ There are many natural hot springs in Japan, all with different therapeutic mineral contents, locales and unique attributes. The experience of seeing people and being seen in the nude isn’t as offputting as one would think and, after visitors get a feel for the respectful local customs which are guided by well drawn out rules of conduct, it proves to be an incredibly rewarding cultural experience. It’s definitely a must-try in Japan.

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