Equipping visitors with local knowledge

Darina and Masaki Nakagawa own Unique Japan Tours an Irish company specialising in tours to Japan for clients worldwide. Their sister company, Japan Ireland Travel, brings Japanese tourists to Ireland on tailor-made private and group tours.

What sets your business apart from the competition? The internet is our main competitor but, even so, the inside and local information that you can get from any of our Japan Travel specialists is not available at the click of a button. We have (a largely Japanese) freelance staff and contracted guides in Dublin, London and Tokyo which means our knowledge is local, up to date and very useful when travelling to Japan which is perceived to be a mysterious destination.

We aim to make travel to Japan more efficient and enjoyable for our clients from both a financial and time perspective.

What was the best piece of business advice you've ever received? During my masters at Smurfit Business School, I always remember our lecturers telling us to do our market research and never jump into anything too quickly. With this in mind, I spent the next four years doing the research while working for my family hotel full time.

Japan is a very different market with unknown customs and business manners. It takes a long time to feel comfortable there and a bit longer to see rewards. I believe that by spending the time doing my research and getting to know the market better (even though I lived there for four years), it is now starting to pay off eight years later.

What's the biggest mistake you've made in business? Allowing post-payment to a UK travel agent who went out of business before we got paid for tours that had already run.

And your major success to date? When I first set up the business, we focused only on the Irish market with our company Japan Ireland Travel. We brought Japanese tourists into Ireland and Irish people to Japan. In year three, I realised the holiday market to Japan was much greater. So in 2010 we rebranded the Japan holidays to Unique Japan Tours growing the overall business four-fold and now have customers from all over the world booking tours with us.

Who do you most admire in business and why? I grew up in a family business and can relate to anyone who has a family trying to make a go of a business. My parents, Chris and Thelma Slattery of the Station House Hotel in Co Meath, had an idea to transform an old train station into a country house hotel and this year celebrate 30 years in business. I really admire their positive outlook on life and clear vision for creating something different at the time, coupled with their dedication and passion.

Based on your experience in the downturn, are the banks in Ireland open for business to SMEs? When we started the business, Bank of Ireland had just released some funds for small start-up businesses so we got in there at the right time for our new business. Thankfully we have not had to engage too much with the banks since then but I believe they are keen to help SMEs when they trust the business is viable and are assured the loans will be repaid.

What advice would you give the Government to help stimulate the economy? Open regulated and subsidised childcare facilities available to all pre-school families allowing both parents to work. The day is long gone when women want to stay at home. Women love to work and are really good at it. As a business-owner and mother with two small kids I understand the pressures involved. In a way, however, I think I work more efficiently now than I did before having babies. I am more focused and prioritise my work now.

What's been the biggest challenge you have had to face? The year 2011 was make or break for us. The great Tohoku earthquake that hit Japan just before the cherry blossom season had a devastating effect on travel to Japan. I was also about to give birth to my first child in April so it felt like a double blow.

In hindsight though, the birth of Lydia allowed me to zoom in on what was really important, remaining calm and focused on dealing with the bigger problems. It made me realise though that nothing is guaranteed in business. No matter how well things are going it’s important to always be prepared for the worst.

How do you see the short-term future for your business? We are slowly expanding to other markets and will have representatives selling our tours to Japan in the Middle East, Australia, and America in the next three years. Ireland will remain our headquarters but we now have a virtual office in London and are linking up with an agent in Dubai who will represent us there. The Middle East is a new market for us but a potentially valuable one. People there are interested in exploring somewhere different with a strong cultural heritage.

What's your business worth and would you sell it? My business is pretty close to being my third child at this stage and that comes with no price tag. As long as I have the passion and energy to keep growing it and creating special holidays for people, I don't think I'll sell it any time soon.

uniquejapantours.com

In conversation with Ruth O’Connor