長崎県立大学東アジア研究所『東アジア評論』第 15 号（2023.3）〈研究論文〉

Challenges for Regional Sustainable Tourism in JapanThe Case of Kyushu
Xi JIA
Akihiko SUZUKI
The outbreak of COVID-19 has had a negative impact on global tourism, and Japan is no exception. However, this pandemic has also provided an opportunity for Japan's tourism industry to rethink its future
development. This study examines the changes in tourism trends in Japan, with a focus on the region of Kyushu,
and explores the current situation and issues facing the tourism industry in Kyushu trough data from white
papers, surveys, and articles from Japanese newspapers. The results indicate that brand image-building is crucial
for Kyushu's tourism recovery, and it will be necessary for private organizations and government agencies tocollaborate effectively. It also argues that sustainable tourism is a key factor in revitalizing the region's tourism
industry.

− 25 −

長崎県立大学東アジア研究所『東アジア評論』第 15 号（2023.3）

to the sharp increase in the number of inbound tour-

1.Introduction

ists, as the number of foreigners coming to Japan for

Before the early 2020 COVID-19 pandemic,

business and other purposes has evolved much less.

Japan's tourism industry experienced significant

After relative stagnation from 2006 to 2010, Japan's

growth in the number of international visitors overinbound tourism market showed remarkable growth,

the past decade, with arrivals rising from 8 million

especially from 2013. The total number of visitor

in 2012 to 32 million in 2019. But this increase inarrivals tripled from 2013 to 2019, reaching a record

visitors was mostly concentrated in metropolitanof 31.88 million (2.2% more than the previous year),areas like Tokyo, Kansai, and Hokkaido, leaving amarking the 7th consecutive year of record highlarge gap between these regions and the rest of(Figure 1). As it was also the year when the newJapan, including Kyushu.

government of Prime Minister Abe started to rein-

The COVID-19 pandemic has had a severe

vigorate tourism-oriented policies to promote theimpact on the tourism industry, leading to businesstourism industry, the growth was in line with theclosures and a decline in both domestic and foreign

government's original target of attracting 60 million

tourism. However, the pandemic presents an oppor-

overseas tourists annually by 2030.

tunity for the Japanese tourism industry to rethink its

In 2019, Japan earned about 4,814 billion yen,future development, particularly in regional areas

about 46.1 billion USD, in foreign tourist expendi-

such as Kyushu.

ture from visitors to Japan, moving it to 7th place in

To design a successful revitalization plan for

the world, ahead of Germany and Australia. The

Kyushu's tourism market, it is necessary to under-

travel and tourism sector contributed 359 billion

stand the changes in tourism trends during the

USD to Japan's GDP, making it the world's

pandemic. This study aims to examine the changes

third-largest market in this sector after the Unitedand explore the current situation and issues facing

States and China1.

the industry in the region using data from white

Given the exponential growth in tourism

papers and surveys on tourism, as well as articles

income over the period, the Japanese government

from Japanese domestic newspapers.

recognized that inbound tourism could be an important engine of economic growth and regional
revitalization. Inbound tourism is well positioned to
be a core element of the Japanese government's

2.Tourism Trends in Japan and theefforts to achieve its economic GDP growth target.

Impact of the Covid-19 Pandemic
1)

Beyond the monetary gains, the government is also

Tourism trends in Japan and the boom inseeking to use inbound tourism as an engine to2019

prompt interaction and revitalize outlying areas by

Before the COVID-19 pandemic, the number

capturing inbound demands, thereby reinvigoratingof international visitors to Japan had surged duringnon-metropolitan areas around Japan.

the preceding decade. The boom is mostly attributed− 26 −

But the inbound tourist boom was highly con-

Challenges for Regional sustainable tourism in Japan：The Case of Kyushu

centrated in certain regions as tourist hotspots within

Tokyo, and the Osaka/Kyoto area, which is known

Japan. While foreign tourists have also increasingly

as the Kinki region, as well as Hokkaido, and Oki-been venturing into outlying areas, they remainnawa (Figure 3).

highly focused on the Kanto region in and aroundFigure 1 Number of International Visitors to Japan:2003-2021(10,000 people)
3500

3,119 3,188
2,869

3000
2,404

2500
1,974

2000
1,341

1500
1000
521

500

733
614 673835 835

679

861
622

836

1,036

412
25

0

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

Source: Japan Tourism Agency, "White paper on tourism in Japan,2022"
https://www.mlit.go.jp/statistics/file000008.html
Figure 2 Tourism Spending by International Visitors (billion yen)

6000
5000

4416.24000

3477.14518.94813.53747.6

3000
2000
1000
0

2027.81084.61416.7
744.6
120.8

2012

2013

2014

2015

2016

2017

Source: Japan Tourism Agency, "White paper on tourism in Japan,2022"
https://www.mlit.go.jp/statistics/file000008.html− 27 −

2018

2019

2020

2021

長崎県立大学東アジア研究所『東アジア評論』第 15 号（2023.3）

Figure 3 Total Number of Nights of International Visitors' stays:
In 3 Major Metropolitan Areas and Regional Areas 10,000 guest nights
8000

7257

7000
6000
5000

4309

4000
3000
2000

1255

779

1000
0

2019

2020
3 Major metropolitan areas

291

Regional areas

130
2021

Source: Japan Tourism Agency, "White paper on tourism in Japan,2022"
https://www.mlit.go.jp/statistics/file000008.html(3 major metropolitan areas refers to eight prefectures: Tokyo, Kanagawa, Chiba, Saitama, Aichi, Osaka, Kyoto, andHyogo while regional area refers to all other prefectures)

2)

Impact of the Covid-19 Pandemic on the

the Great East Japan Earthquake in 2011, the num-

Tourism Industry

ber of international visitors to Kyushu continued to

However, due to the global outbreak of

expand rapidly, reaching a record high of 5.12 mil-

COVID-19, the number of international visitors

lion in 2018. However, in 2020, the number ofdropped sharply to 4.12 million in 2020, which isvisitors plunged by 90% to 404,813, and further

87.1% lower than the previous year, and only 0.25

dropped to 6,119 in 2021, which is a 99% decrease

million in 2021 due to the implementation of travelfrom the previous year and the lowest figure since

restrictions.

2003. The sharp fall was mainly due to the entry

Regarding Kyushu, the changes in the number

restrictions imposed by the Japanese governmentof international visitors to the seven prefectures ofand continued travel restrictions by governments

Kyushu showed the same trend based on the dataaround the world, in response to the COVID-19 pan-from the Kyushu District Transport Bureau. After

demic.

− 28 −

Challenges for Regional sustainable tourism in Japan：The Case of Kyushu

Figure 4 Number of International Visitors to Kyushu: 2003-2021(ten thousand people)
6000
5000

4518.94416.24000

3477.14813.53747.63000
2027.8

2000

1084.6

1000

744.6
120.8

0

2012

2014

2015

2016

2017

2018

2019

2020

2021

Source: Kyushu District Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism

Regarding the situation before the COVID-19

for the entire country, and 2.68 times inpandemic, the director of the Kyushu District Trans-

Kyushu.

port Bureau, Mr. Toru Kawarabata, said the

And Fukuoka Prefecture's share of the total

following in an interview with the local media:

number of foreign overnight stays in Kyushu

3"The rate of international visitors from 2014 towas 49.1% in 2019. Almost half of the foreign

2019 in Fukuoka has shown a remarkable

tourists staying in Kyushu would stay at least

growth of 3.14 times, compared to 2.58 times

one night in Fukuoka Prefecture".

Figure 5 Number of Nights of International Visitors' stays: Japan, Kyushu Area and Fukuoka (10,000 guest nights)
8000

7257

7000
6000
5000

4309

4000
3000
2000

1255

1000
0

2019

2020
3 Major metropolitan areas

779

291

Regional areas

130
2021

Source: Kyushu District Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism− 29 −

長崎県立大学東アジア研究所『東アジア評論』第 15 号（2023.3）

Nationwide, most international visitors to Japan

According to the Kyushu District Transport

are from China and Taiwan. However Fukuoka is

Bureau, the number of overnight trips in Kyushu in

unique in having a large number of visitors from Souththe period from January to October 2021 was down

Korea (35.2% in 2019), due to geographical proximity

6.2% from the same period previous year. Due to theand low cost carrier (LCC) operations.

"prefectural discount" program (regional tourism

A summary by the Kyushu District Transportbusiness support) in each prefecture of Kyushu, aBureau shows that the total number of domestic

rise in the number of overnight trips could be seen

overnight trips in the seven prefectures of Kyushu

from March to August 2021, but it declined again in

was 33.5 million in 2020, a decrease of 33% from

September because of the declaration of a state of2019. And international overnight trips were 1 mil-emergency.

lion in 2020, down 85% from 8.6 million in 2019 .
4

Figure 6 Number of International and Domestic Overnight Trips in Kyushu:
2011-2020 (10,000 people)

Source: Kyushu District Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism

As shown in Figure 7 comparing 2019 andthe launch of the "Go To Travel Campaign", which2020 by prefecture , Fukuoka Prefecture saw thestarted in July 2020, but it has fallen again since thelargest decline of 38.3%, while the others fellsuspension of the campaign in December 2020.

between 24-33%. A recovery trend was seen with− 30 −

Challenges for Regional sustainable tourism in Japan：The Case of Kyushu

Figure 7 Domestic Overnight Trips in Kyushu in 2019 and 2020 by Prefecture (10,000 people)

Source: Kyushu District Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism

regional blocks. "Micro-tourism" has become main-

3. Changes in Tourism Trends after the

stream amid the self-imposed recommendations

Covid-19 Pandemic
1)

against travelling across prefectural borders5. This

Birth of a New Style of Travel: "Micro-

small-scale style of travel has seen an uptick acrosstourism"the country, given impetus by the "Go To Travel

Travel restrictions continue to make it difficult

Campaign", as well as discount campaigns for pre-to travel too far from home, which has has led to thefectural residents as tourism promotion measures. It

birth of a new style of travel in Japan, called

also enhances collaboration among nationwide and"Micro-tourism". This refers to sightseeing andregional companies, and local experts.

overnight travel within an hour or two of home,

As for Kyushu, looking at the places of resi-

meaning people explore the local area rather thandence of Japanese people who stayed in Kyushu, wetravelling

destination.

can see that in 2019, before the COVID-19 pan-

Micro-tourism was proposed by Mr. Yoshiharu

demic, there was an almost 50/50 split between

Hoshino, CEO of Hoshino Resort, as an innovative

travel inside and outside Kyushu. But since themeasure to be taken by the tourism industry, and has

spread of the COVID-19, the proportion of travel

become a new form of tourism for the post-pan-

inside Kyushu has increased. According to a report

demic era.

by Kyushu District Transport Bureau, "micro-tour-

long

distancestotheAccording to the Japan Travel Bureau Foundation, travel within regional blocks has increased

ism", which allows tourists to enjoy sightseeing in
the local vicinity, is spreading.

significantly in Hokkaido, Tohoku and other− 31 −

From Jan. 2021 to Oct. 2021, Miyazaki had the長崎県立大学東アジア研究所『東アジア評論』第 15 号（2023.3）

highest percentage of local overnight trips in theterms of growth compared to 2019, the local over-

Kyushu region, 81.5%, while in Oita and Saga locals

night stays in Nagasaki increased by 27.4 percentage

accounted for 72.8% and 72.1% respectively. In

points, and Saga by 18.5 percentage points.

Figure 8 Ratio of local Tourists Taking Overnight Trips in Kyushu by prefecture (%)

Source: Kyushu District Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism

Figure 9 Ratio of Domestic Tourists Taking Overnight Trips in Kyushu by prefecture (%)

Source: Kyushu District Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism− 32 −

Challenges for Regional sustainable tourism in Japan：The Case of Kyushu

According to the Nishi-Nippon Shimbun,

countryside amid the COVID-19 pandemic.Many"micro-tourism" is spreading due to restrictions oncompanies embraced workcation and the govern-

overseas travel as well as discount campaigns forment is promoting it as a contributor to work styleprefectural residents in tourism promotion mea-

reform and travel demand equalization, but laborsures.6

management and the need to ensure educational

Yoshiharu Hoshino, CEO of Hoshino Resorts

opportunities for children are issues.

(based on Karuizawa Town, Nagano Prefecture),
told the Nishi-Nippon Shimbun the following7:

It is likely to spread to a certain extent if companies become more aware of the fact that

"Japan has lost inbound (international visitors

workcation is effective as a work style from the per-to Japan) spending, but the overseas travel mar-

spective of business continuity plans, and that it

ket has returned to domestic travel. It was acontributes to improving employee productivity andgood opportunity to experience "micro-tour-

extending life expectancy and quality of life.

ism" and supported the business.

According to the Nihon Keizai Shimbun, the Coun-

Regarding "micro-tourism", he stated that thecil of Workcation Municipalities was established in

expected effects were not achieved in the big cities

November 2019. Goto City, in Nagasaki Prefectureof Tokyo, Kansai, and Okinawa, but "Kyushu wasstarted an island living experience program in 2019.

the easiest place to do." "The number of people in

The city prepared an office with a well-equipped

Kyushu who stayed at "Kai Aso" in Kokonoe Town,

communication environment, childcare services,

Oita Prefecture in the summer was about 30% insightseeing tours, and other facilities. The program

2019 before pandemic of COVID-19, but it grew tois designed for people to stay for 3 to 9 nights.

about 40-60 % in 2020 and 2021."83)
2)

Remote Work and Vacation

Sustainable Tourism in JapanThe rapid expansion of global tourism in recent

With remote work being promoted, "Workca-

years has coincided with growing concern in manytion" and "Bleisure" emerged as the top travel trends

countries over its impact on the environment and on

for 2021.

the lives of those living and working in popular tour-

Workcation, according to the Tourism Agency,
refers to working while enjoy leisure time in a dif-

ist destinations. The emergence of the COVID-19
pandemic has heightened these concerns.

ferent location from the usual workplace, such as

The Sustainable Development Goals (SDGs)

resort areas, hot springs, and national parks9. Blei-

were adopted in 2015, and the UN's World Tourism

sure refers to travel which combines elements ofOrganization has accordingly called for 'sustainableboth business and leisure. It typically takes the form

tourism', defining this as "tourism that meets theof business travelers extending the duration of theneeds of visitors, industry, the environment and thetrip to enjoy leisure activities.

host community, while taking into account the envi-

The move builds on the spread of remote workronmental, socio-cultural and economic impacts forand an increase in travelers choosing to go to thethe present and the future"10. Sustainable develop-− 33 −

長崎県立大学東アジア研究所『東アジア評論』第 15 号（2023.3）

ment and sustainable tourism were quite newproviding them to overseas visitors in anconcepts for Japan. Prior to the pandemic, the huge

attractive form and allowing them to experi-increase in the number of international visitors toence them through foreign tourism.

Japan was starting to sound alarm bells, with many

③Supporting local economies

people lamenting overcrowding, pollution, and the

The aim is to attract and retain a steady stream

resulting burden on local residents and communities.

of international visitors to all regions of Japan,

Sustainable tourism was meant to solve the prob-

without being biased toward any particularlems of congestion, etiquette violations, and otherregion or time of year, and to stimulate local

nature conservation and cultural conservation

economies by promoting local experiences andissues.

the purchase of local products so as to create

11"Japan is taking concrete steps to support thesestable, long-term employment and make theglobal targets. The Japan National Tourism Organi-region a good place to live and a good place tozation (JNTO) has accordingly formulated policies

visit.

aimed at promoting sustainable tourism in Japan that.

will contribute to achievement of the SDGs.
The management concept of JNTO includes

According to Yomiuri Shimbun, Green Desti-"the development of the national economy throughnations, the world's leading destinations network for

inbound tourism"," the revitalization of local com-

responsible tourism, selects regions that meet its

munities", "the promotion of international mutual

core criteria and features advanced sustainability

understanding", and "the enhancement of Japan's

stories selected by a panel of experts each year.13Six

branding power"12.

regions from Japan were selected in 2020 and 12 in

JNTO's sustainable tourism embodies the following goals:

2021, and Aso City was one of them. It was selected
in recognition of its multi-tiered support system by a

①Protecting and nurturing local environments

diverse group of stakeholders for the maintenance ofand their biodiversity

grasslands and the return of profits through grass-This is about contributing to the preservation

lands activities from appropriate compensationof nature and biodiversity by disseminatingreceived from tourists.

information on examples of how environmen-

From what we have discussed, we can see thattal resources are optimally used for tourism,

travel styles are greatly affected by infection preven-such as tourism content that takes into accounttion measures. Family trips with a small number ofenvironmental impact.

people, avoiding contact with the general public,②Respecting and preserving local culture

traveling to nature-rich areas and hot spring areas byThis refers to contributing to the preservation

private car, and enjoying private room stays at small

and transmission of the tangible and intangible

accommodation facilities or in nature have become

traditional and cultural assets of the region thatmainstream.

Japan has nurtured since ancient times, while− 34 −

Eradication of a virus is difficult, and it isChallenges for Regional sustainable tourism in Japan：The Case of Kyushu

thought that this travel tendency will continue andKyushu regional Governors' association, the Kyushu

take root in the future. In particular, for trips aimed

Economic Federation, the Kyushu Federation ofat enjoying the outdoors and nature, sustainable

Chambers of Commerce and Industry, the Kyushu

tourism is welcomed by most travelers. Tourists are

Association of Corporate Executives, and the

becoming more aware of the need to protect and sus-

Kyushu Employers' Association. The philosophy oftain resources in the place they visit. Various forms

the association is to try to create a new unified

are being developed, and the options for enjoyment

branding strategy for Kyushu. The "One Kyushu

are expected to increase and become firmly estab-

Project" is the key concept.

lished.

The brand ties seven diverse prefectures
together through volcanic power and geothermalenergy, Kyushu's history as a center of international

4. Current Situation and Issues Facing

exchange, and the fertile fields and abundant waters

Tourism in Kyushu
1)that shape this island's cuisine. The second stage of

Enhancing the recognition of Kyushu"Kyushu Tourism Strategy" was formulated tousing unified branding

increase awareness of the Kyushu brand and enhance

Kyushu is one of the four main islands ofthe recognition of Kyushu's brand, particularly inJapan, located in the most southwestern part of theEast Asia. Since Kyushu has the largest number ofcountry. It is an area blessed with a warmer climate,

hot springs in Japan, in terms of the number ofand has a wide range of attractions for tourists, such

sources and the volume of hot springs gushing out,

as active volcanoes and hot springs with the highest

hot springs have been identified as a focal image involume of hot spring water output in Japan. How-

Kyushu's branding campaign.

ever, when looking at Kyushu as one destination, it

However, challenges still exist. How to createis less popular to Tokyo, or Kyoto, even Hokkaido

a clear image of Kyushu, and to promote a coun-or Okinawa. Japan's tourism data shows that travel-

try-specific image through various channels are theers from the European, North American, andissues. According to the Nishi-Nippon Shimbun,

Australian markets tend to stay longer and spend

Yoshiraru Hoshino, CEO of Hoshino Resort, talked

more per days than visitors from other overseas

about Kyushu as a tourist destination .

regions. However, these travelers tend not to travel"Kyushu is an extremely attractive place. For

as far south as Kyushu.

example, shochu made in Kyushu is very popu-

Many of the sightseeing spots were featured onlar in Tokyo's izakaya (Japanese-style pubs),

the legacy site, but with images and translated text

and it is said to be Japanese whiskey. From thethat lacked focus and appeal. The Kyushu Tourism

world's point of view, Kyushu is seen as one

Promotion Organization was established in April

cultural sphere, a different Japanese culture

2005 as an implementation organization for theother than that of Tokyo and Kyoto…

"Kyushu tourism strategy" formulated by the

But travelers don't think of Kyushu prefecture

Kyushu Regional Strategy Council, consisting of theby prefecture. Yet, the tourism strategy is for− 35 −

長崎県立大学東アジア研究所『東アジア評論』第 15 号（2023.3）

each of the seven prefectures. None of the pre-cally and internationally. The includes not only thefectures has a sufficient budget, and as a result,information from tourist destinations, but also thethey haven't become world-class tourist desti-

information shared by visitors to the area throughnation brands. Despite the potential, the sevensocial media or other channels to attract more tour-

prefectures are unable to focus on a single

ists.

brand. The ideal strategy for Kyushu as a whole
would be to become one. This is a very difficult
task given the current framework in Japan, but

Conclusion

we need to concentrate budget and authority,
Building a strong Kyushu brand image is cru-

and come up with a clear strategy."

cial to increase inbound tourism. The region has
2)

Development of Tourism Resources andmany natural and cultural assets that extend beyond

Information Transmission Capacity

the major urban areas, and unified branding canThere are a great abundance of World heritage

ensure that tourists worldwide have greater awareness of all that Kyushu has to offer. The tourism

sites in Kyushu:①Yakushima Island (Kagoshima Prefecture)industry can flourish if the public and private sectors
work together to deliver a great experience for visi-

Natural Heritage site
②Site of Japan's Meiji Industrial Revolution:

tors.

Iron and Steel Making, Shipbuilding, and Coal
Industry (Fukuoka, Saga, Nagasaki, Kuma-

Furthermore, sustainable tourism will play a

moto, Kagoshima, Yamaguchi, Iwate, andsignificant role in the recovery of tourism. In May

Shizuoka Prefectures) Cultural Heritage2020, a new law was enacted to promote tourism③Munakata/Okinoshima Island and Related

and deepen understanding of local culture, with a

Properties (Fukuoka Prefecture) Cultural Heri-

particular focus on upholding and revitalizing

tage

ancient traditions and cultures in regional areas.

④Nagasaki and Amakusa Region Latent Chris-

These are threatened due to depopulation, and thetian Related Heritage (Nagasaki and Kumamo-

new law calls on facilities such as museums to offer

to Prefectures) Cultural Heritage

visitors more insights into the cultural and historical⑤Amami oshima, Tokunoshima, Northern Oki-background of their exhibits in an accessible andnawa Island and Iriomote Island (kagoshimaeasy-to-understand manner. The aim is to make Jap-

and Okinawa Prefectures) Natural Heritage

anese culture more accessible to overseas tourists,

In fact, Kyushu has fascinating tourism

boost awareness of the culture of regional areas

resources including history, culture, hot springs,

among residents, deepen their attachment to them,nature, volcanoes, and delicious food. It is necessary

and promote regional revitalization.

to combine all of these elements and aim for more
effective information dissemination both domesti− 36 −

Challenges for Regional sustainable tourism in Japan：The Case of Kyushu

Country,June
12,2019,
www.mlit.go.jp/common/001293010.pdf (accessed on February 24, 2022)
12Japan Tourism Agency, June 22, 2021, "Contribution to
the SDGs and the Promotion of Sustainable Tourism(Sustainable
Tourism)."https://www.jnto.go.jp/jpn/
news/press_releases/20210622.pdf (accessed on February 24, 2022)
13The Yomiuri Shimbun, October 19, 2021, "Aso City
among the World's 100 Most Sustainable Tourist Destinations."
https://www.yomiuri.co.jp/local/kumamoto/news/20211018-OYTNT50059/ (accessed on February
25, 2022)
14Nishi-Nippon Shimbun, December 17,2021, "Branding
Lags Behind, Strategy Needed for Kyushu Tourism"

Annotation
1 Jetro "Japan's tourism market expected to grow again
post-corona"https://www.jetro.go.jp/en/invest/attractive_sectors/tourism/overview.html (accessed on April
12,2022)
2 Kyushu District Transport Bureau, "Number of Foreign
Entrants to Kyushu." On January 25, 2022 https://wwwtb.mlit.go.jp/kyushu/content/000257290.pdf(accessed on February 20, 2022)
3 Fukuripa, October 15, 2021, "New Travel in the Age ofwith Corona, the Future of Fukuoka/Kyushu Tourism:
Interview with Toru Kawarabata, Director General,
Kyushu Transport Bureau. https://fukuoka- leapup.jp/
biz/202110.354 (accessed on February 13, 2022)
4 Kyushu District Transport Bureau, "Impact of New
Coronavirus Infections on Public Transport and Tourism
Operators in Kyushu." https://wwwtb.mlit.go.jp/kyushu/
content/000257312.pdf (accessed on February 13, 2022)
5 Japan Travel Bureau Foundation, Gallery Project,
Trends of new coronavirus infectious diseases and Japanese travelers, 2021. the results of the JTBF's analysis of
two regular surveys, the Travel Awareness Survey and
the Travel Field Survey, or example, Hokkaido, where
the percentage of travel within the regional block washigh at 53.8% as of the August 2019 survey, nearly
100% responded that travel within Hokkaido was largely
unchanged in 2020 survey. Similarly, in Tohoku itchanged from 53.0% to 75.0%. In Kyushu/Okinawa, itchanged from 58.8% to 81.8%, and in Kanto, which wasa large-scale customer market nationwide, it changed
from 25.9% to 51.6%.
6 The Nishi-Nippon Shimbun, October 7, 2021, "60% ofKyushu overnight visitors are within the region in thefirst half of 2009, Kyushu Transport Bureau analysis,
under Corona, 'familiar travel' spreads" https://www.
nishinippon.co.jp/item/ n/812142/ (accessed on February
13, 2022)
7 Nishi-Nippon Shimbun, December 27, 2021, "'New
Year's Eve and New Year's Travels Nearby Are Doing
Well,' Interview with Hoshino Resort Representative on
Current State of Tourism." https://www.nishinippon.
co.jp/item/n/848560/ (accessed on February 13, 2022)
8 ibid9 The official website of the Japan Tourism Agency, "NewStyles of Travel," https://www.mlit.go.jp/kankocho/workation-bleisure/ (accessed on February 24, 2022)
10Japan Online Media Center (JOMC) Newsletter, "Sustainable Tourism in Japan what it means and how JNTO
aims to help realize it", https://business.jnto.go.jp/
news/1605.html (accessed on July 29,2021)
11 MLIT "Toward an Advanced Sustainable Tourism

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