Kathy Knowles is the Marketing and PR Director at MSC Cruises Japan. When she isn’t facilitating media relations and organizing promotional events on land, this bicultural 1980s baby can often be found on board one of the company’s cruises around Japan, helping to ensure the guests have a memorable vacation.
1. Where did you grow up? I was born and raised in Tokyo with a Japanese mother and Australian father. I went to The American School in Japan so my accent confuses some people.
2. How did you get started in your career? After graduating from the University of Sydney, I worked at the Western Australian Government’s Japan Office, where I was responsible for business matching for Western Australian lifestyle companies in Japan. I then moved to Melbourne to manage its sister city relationships with Osaka, Boston, St. Petersburg and Thessaloniki.
3. What brought you back to Japan? I was headhunted for the position of International PR Manager at the Park Hyatt Tokyo. That was a “dream job” of mine at the time, and I met some amazing people from the media, artists, chefs and guests.
4. Speaking of dream jobs, your current role for a global cruise company probably sounds like exactly that to many people. Is it? In all honesty, I think it depends on which cruise line you work for. I’m fortunate to work for a family-owned company, as it allows for flexibility, and unique collaborations and partnerships.
5. How did you come “on board” with MSC? I see what you did there! I knew the president of the Japan office as he often attended events I organized at the Park Hyatt Tokyo. Coincidentally, the marketing director position opened up just as I was seeking a change in my career path. I started in 2019.
6. What are the main aspects of your job? My day-to-day activities include overseeing digital marketing and TV commercial campaigns, managing relationships with Japanese media and press, organizing filming and photo shoots on our cruise ships, facilitating special collaborations and PR events on MSC Bellissima (our ship in Japan) and, most importantly, managing the annual marketing and PR budget for the Japan office alongside the president.
7. What’s the most challenging aspect of your role? It’s probably trying to convince my Japanese friends and acquaintances to take 10 to 14 days off in order to enjoy a long cruise around Japan, the Mediterranean or the Caribbean.
8. What do you love most about working in the cruise industry? I’m incredibly lucky to have visited so many ports and cities both in Japan and overseas. I would never have been able to see so much if it weren't for this job.
9. Is there anyone who has been particularly influential in your career? Yes, the legendary Japanese cruise writer Sumiko Ueda. The way she writes about cruising is so easy to understand, and you can really feel her passion for it. I even cruised and filmed with her in Dubai aboard one of our ships, for a show with Matsuko Deluxe (a TV personality). That was one of my favorite media shoots.
10. Are there any unique characteristics about the Japanese cruise industry compared to overseas markets? One interesting thing I learned was that there are far more first-time passengers on a Japan cruise. This is because cruising is a relatively new market here in Japan.
11. As an experienced cruiser, do you have any hints for a packing list? The top three must-pack items for a cruise are rainwear/windbreaker, comfortable shoes and, of course, your bathing suit. My extra hint is to bring magnetic hooks — you can easily find them at 100-yen stores. The walls in your cabin are metal, and these hooks are great for providing extra hanging space for clothes, your printed daily program, etc.
12. What’s the most unusual thing you’ve done on board? The most exciting event we’ve organized on board was the Far East Reggae Cruise on the MSC Bellissima last July. It was chartered by the acclaimed reggae group Mighty Crown and we had so many great musical artists and fans of all ages joining.
13. What’s your favorite port destination in Japan? It’s Sakaiminato in Tottori Prefecture, hometown of the manga artist Shigeru Mizuki. I love the characters in his “GeGeGe no Kitaro” manga and anime, and they have dedicated stores and colorful statues right by the port. I’ve had the best sushi I’ve ever eaten there as well.
14. What travel destination is top of your bucket list? Next on my bucket list is Bahia, Brazil — the birthplace of samba and capoeira. In particular, I want to go to the Sea Goddess Festival that takes place there.
15. What’s your go-to summer cocktail? My favorite summer drink is a frozen pina colada, but I love to have an old fashioned at any time of the year.
16. How do you like to spend your free time? I try to go to yoga sessions, as it centers me and helps me with everyday stress. I also make it a point to catch up with old friends who have known me forever. We usually go to our local casual spots in either Ikejiri or Sangenjaya in Tokyo.
17. Any predictions for trends we might see with inbound tourism going forward? I feel that inbound tourism in Japan is only going to increase, due to the cheap Japanese yen and because Japan is so clean, organized and safe. In view of this, I would really like to promote our Japan cruises to tourists so that they can discover this country by sea.
18. What advice would you give to someone interested in a career in the travel industry? Go for it! It’s a great way to see the world and get paid while doing it. I’m very happy that I switched to this industry for that reason.
19. Speaking of advice, if you could go back and talk to your 21-year-old self, what would you tell her? To save a set percentage of my salary every month, study the stock market more, and take more risks in investing in new markets.
20. What’s one surprising thing that most people don’t know about you? Only my best friend and partner know this, but my dream is to run an animal sanctuary. I love animals and I would love to adopt one from a shelter here in Japan, particularly from the animal rescue organization ARK.
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