WHITE PAPER ON
TOURISM IN JAPAN,
2007(Summary)

CONTENTS
Current Status of Tourism in FY2006
Part I
Chapter 1
Chapter 2
Part II
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5

New Strategies for a Tourism Nation
Establishment of the Tourism Nation Promotion Act・・・・
1
Economic Effects of Tourism・・・・・・・・・・・・・・・・・・・・・ 4
Status of Tourism and Measures in FY2006
Current Status of Tourism・・・・・・・・・・・・・・・・・・・・・・23
Creating Attractive, Internationally Competitive Tourist Locations・・・・・・24
Strengthening the International Competitiveness of the Tourism Industry and Developing Human
Resources to Contribute to the Promotion of Tourism・・・28
Promoting International Tourism・・・・・・・・・・・・・・・・・・・29
Improving the Environment to Encourage Tourist Travel・・・・・・・・・・30

Measures for Tourism in FY2007
Chapter 1
Chapter 2
Chapter 3
Chapter 4

Creating Attractive, Internationally Competitive Tourist Locations・・・・・・・32
Strengthening the International Competitiveness of the Tourism Industry and Developing Human
Resources to Contribute to the Promotion of Tourism・・・・33
Promoting International Tourism・・・・・・・・・・・・・・・・・・・・33
Improving the Environment to Encourage Tourist Travel・・・・・・・・・・・34

Current Status of Tourism in FY2006

Part I New Strategies for a Tourism Nation

Chapter 1 Establishment of the Tourism Nation Promotion Act
Section 1
Background to the Enactment of the Tourism Nation Promotion Act
In the 43 years since the Tourism Basic Act was enacted, the circumstances surrounding tourism in Japan havechanged dramatically. We have entered an era of low birth rates and population aging on a scale not witnessed
elsewhere in the world, as well as growing expectations of full-scale global interaction. These changes have made itnecessary to clarify and define national initiatives aimed at creating a “Tourism Nation”, with a view to making Japan“a country that is good to live in and good to visit”. As a result, the Tourism Nation Promotion Act, which highlights
tourism as an important cornerstone of national policy in the 21st century, was enacted on December 13th, 2006 andcame into effect on January 1st, 2007.
Section 2 Outline of the Tourism Nation Promotion Act
1
Purpose (related to Article 1)
The stated purpose of the Act is to contribute to the growth of the national economy, improve the stability of thenational way of life and enhance international understanding by comprehensively and systematically promoting
measures aimed at creating a Tourism Nation.
2
Basic concepts of measures (related to Article 2)
The basic concepts stated in the Act are ① that it is important to create “a country that is good to live in andgood to visit” through proactive local efforts that harness creative ideas, ② that steps must be taken to promote tourist
travel by the Japanese public, ③ that an international vision must be applied, and ④ that mutual links need to beforged between the administration, residents and tourism operators.
3
Duties of relevant participants (related to Articles 3-6)
The duties stated in the Act are ① that the national government has the duty of comprehensively formulating
and implementing measures aimed at creating a Tourism Nation, ② that local authorities have the duty of
independently and proactively formulating and implementing measures, as well as striving to establish wide-region
collaborative efforts, ③ that residents should strive to play an active role in creating attractive tourist locations, and ④
that tourism operators should endeavor to take proactive initiatives, with due consideration for the welfare of residents.
4
Basic measures (related to Articles 12-25)
On the goal of “Creating Attractive, Internationally Competitive Tourist Locations”, the Act provides thattravel-related facilities and transport facilities should be developed. At the same time, efforts should be made to provide
quality services and form tourist locations that harness the characteristics of a region and make use of tourism resources– historical sites, beauty spots, landscapes with historical character and outstanding natural features, attractive scenery,culture, and industry – while taking steps to preserve and nurture them.
As concerns “Strengthening the International Competitiveness of the Tourism Industry and Developing
Human Resources to Contribute to the Promotion of Tourism”, services are to be provided to meet the moresophisticated demands of tourists and the diversification of travel formats. The knowledge and abilities of tourism

1

industry workers are to be improved, and knowledge on the culture, history and other features unique to a region is tobe disseminated.
As for “Promoting International Tourism”, the Act states that interregional exchanges and youth exchanges
with other countries need to be encouraged in order to promote global interchange, including overseas travel byJapanese citizens, while essentially maintaining the principles of the Tourism Basic Act on promoting inbound tourism
from overseas.
On “Improving the Environment to Encourage Tourist Travel”, finally, the Act emphasizes the need to
improve holiday-related systems and in other ways encourage employees to take paid holidays, as well as easing theconcentration of demand for tourist travel in specific seasons. With a view to improving the services provided totravelers, meanwhile, steps should be taken to promote Japan’s excellent traditional food culture, other aspects of ourliving culture, industries, etc., make tourist travel easier for elderly or disabled persons, foreigners and other travelers
who require special consideration, develop new areas of tourist travel, preserve environments and scenery in tourist
locations, maintain statistics, and so on.
Section 3 Formulation of the Tourism Nation Promotion Plan
The Tourism Nation Promotion Act provides that the government shall formulate the Tourism Nation
Promotion Plan, as the Master Plan for creating a Tourism Nation. As well as incorporating the basic aims and goals of
measures aimed at creating a Tourism Nation, the Basic Plan should specify, among others, measures related to“Creating Attractive, Internationally Competitive Tourist Locations”, “Strengthening the International
Competitiveness of the Tourism Industry and Developing Human Resources to Contribute to the Promotion of
Tourism”, “Promoting International Tourism” and “Improving the Environment to Encourage Both Domestic andInbound Tourist Travel”. These measures are to be comprehensively and systematically devised by the government,
as indicated in the Basic Act.
Section 4 National Convention to Promote the “Tourism Nation” Japan, etc.
To commemorate the enactment of the Tourism Nation Promotion Act, the Ministry of Land, Infrastructure
and Transport held a “Commemorative National Convention to Promote the “Tourism Nation” Japan” on March
13th, 2007. The Convention was attended by Akie Abe, wife of Prime Minister Shinzo Abe, together with more than
700 other participants, and was brought to a successful conclusion with the adoption of the “National Convention to
Promote the “Tourism Nation” Japan” Declaration.
National Convention to promote the “Tourism Nation” Japan

Tourism Nation promotion pamphlets

2

Proclamation of "All-Japan Tourism State Promotion Convention"
Through exchanges of people, tourism "enables a country's glories to be seen." It contributes torealization of citizens' daily living abundance and establishment of a status of honor in internationalsociety. Its sustained development improves the stability of the people's daily living, and is a symbolof peace.
Today we celebrate at this "All-Japan Tourism State Promotion Convention" the coming into force of
the Tourism State Promotion Basic Act. We proclaim reaffirmation of the importance of tourism
state promotion, as well as creation of "a good country to live in and to visit," whereby for realizationof a tourism state the central government, regional public bodies, tourism firms and each of us
individually play positive roles in our respective venues.
March 30, 2007

3

Chapter 2 Economic Effects of Tourism
Section 1 Economic Effects of Tourism on Japan as a Whole
1
Economic Effects in FY2005(1) Current status of tourism consumption
The value of domestic tourism consumption by the Japanese public in FY2005 was 16.41 trillion yen forovernight trips (a decrease of 1.4% from the previous fiscal year) and 4.66 trillion yen for day trips (an increase of
2.7%). The increase in the consumption value for day trips compared to the previous fiscal year is partially attributed tothe effect of the Aichi Expo, which was held that year.
The value of tourism consumption by foreign tourists in Japan was 1.65 trillion yen (an increase of 3.9% fromthe previous fiscal year), accompanying an increase in foreign tourists during that year.
When these figures are aggregated, the overall value of domestic tourism consumption in Japan was 24.43
trillion yen, more or less on a par with the previous fiscal year.
Market breakdown of domestic tourism consumption of ¥24.4 trillion
Overseas travel (domestic Foreigners visitingJapan
portion)¥1.6 trillion (6.7%)¥1.7 trillion (7.0%)

Overnight stay travel¥16.4 trillion (67.3%)

Day trips¥4.7 trillion(19.1%)
Note: Derived from the Land, Infrastructure and Transportation Ministry's "Research related
to the economic effects of the travel and tourism industries, VI"(2)

Economic effects of tourism on Japan as a whole
The direct economic effects on the Japanese economy due to this domestic tourism consumption (total 24.43
trillion yen) in FY2005 are estimated as a direct added value induction effect of 12.34 trillion yen and an employment
induction effect of 2.29 million workers.
Besides this, the production wave effect of this tourism consumption, including indirect effects, is estimated at55.31 trillion yen (5.8% of the value of domestic production), the added value induction effect at 29.67 trillion yen(5.9% of gross domestic product (nominal GDP)), and the employment induction effect at 4.69 million workers (7.3%of all persons in employment).

4

Contribution to Japan's economy (economic effects)
Tourism consumption ¥24.4 trillion(direct effect on domestic industry ¥23.7 trillion)
Added value producing effect ¥12.3 trillion
Employment generation effect 2,290,000 persons

Direct effects

Production diffusion effect¥55.3 trillion
Added value generation effect¥29.7 trillion
Employment generation effect
4,690,000 persons

5.8%

Note２

5.9% Note３

Degree ofcontribution to
Japan's economy
Note５

7.3% Note４

Notes:
1. From the Land, Infrastructure and Transportation Ministry's "Research related to the economic
effects of the travel and tourism industries, VI"
2. Corresponding to industry-related domestic production of ¥949.1 trillion (year 2000)
3. Corresponding to nominal GDP of ¥503.4 trillion in the national economy computation (FY 2005)
4. Corresponding to number of employed persons 64.04 million, in the national economy computation (FY
2005)

(3)

Economic effects of tourism on Japanese industry
As well as having direct economic effects on tourism-related industries, Japan’s tourism consumption also has a
production wave effect on a broad spectrum of domestic industries, by stimulating household consumption by persons
employed in tourism-related industries.
The direct economic effects of the value of tourism consumption on related industries include 6.36 trillion yen
in the transportation industry and 4.26 trillion yen in the accommodation industry, showing that the effect is particularly
large on industries directly linked to tourism.
According to an estimation of economic effects in FY2005, meanwhile, tourism consumption has also
impacted other industries besides those mentioned above. Namely, the effect on the agriculture, forestry and fisheries
industry is estimated at 1.28 trillion yen, that on the food industry at 3.88 trillion yen and that on the eating-out industry
at 3.7 trillion yen. Similarly, the employment induction effect is estimated to be 540,000 workers in the agriculture,
forestry and fisheries industry and 720,000 in the retail industry, revealing significant wave effects not only on theaccommodation and transportation industries but also on agriculture, forestry and fisheries, food, retail and otherindustries.
Economic effects by industry
Travel consumption\ 24.4 trillion
Agriculture, forestry
and fisheries\0.28 trillion

Food industry\1.49 trillion

Retailing\1.52 trillion

Transport\6.36 trillion

Travel services,others\1.42 trillion

Restaurants\2.56 trillion

Overnight stay
industry\4.26 trillion

Production diffusion effect

Employment generation effect\ 55.3 trillion
Agriculture, forestry
and fisheries\1.28 trillion

Food industry\ 3.88 trillion

Transport\8.32 trillion

Travel services,others\ 1.76 trillion

4,692,000 persons
Retailing\2.91 trillion

Agriculture, forestry
and fisheries
538,000

Food industry
168,000

Retailing
718,000

Restaurants\3.07 trillion

Transport
485,000

Travel services,others167,000

Restaurants
439,000

Overnight stay
industry\4.45 trillion

Overnight stay
industry
468,000

Note: From the Land, Infrastructure and Transportation Ministry's "Research related to the economic effects of the travel and tourism industries, VI"5

2

Projection of Economic Effects in FY2010
We projected the economic effects of tourism in 2010 with reference to “Population Projections for Japan”※1
and “Course and Strategies of the Japanese Economy”: New Growth Economy Transition Scenario※2. Our
projections were also based on ① the number of foreign travelers to Japan reaching 10 million, ② an increased
tourism demand by the postwar “baby boomer” generation after retirement, and ③ an improved ratio of paid holidays
for those still in employment.
(1)①

Projection of the value of domestic tourism consumption
The impact on domestic tourism consumption due to an increase in foreign travelers to Japan
If the number of foreign travelers to Japan reaches 10 million in 2010, an increase of 840 billion yen in the valueof domestic tourism consumption is projected. The total value of tourism consumption by foreign travelers to Japan isestimated at 2.48 trillion yen※3.
The impact on domestic tourism consumption due to increased leisure activity following retirement by the“baby boomer” generation
When members of the so-called “baby boomer” generation (assumed to be persons aged 55-59※4; in 2005,
these comprised 5.08 million males and 5.18 million females) reach retirement age, their leisure activities are expected
to increase beyond those of previously retired generations. Based on this expectation, the increase in travel frequency
by baby boomers after retirement is regarded as the difference between the annual frequency of participation in travel
by baby boomers 10 years from now and the annual frequency of participation in travel by people currently in theirearly sixties (according to the “White Paper of Leisure 2006” by the Japan Productivity Center for Socio-Economic
Development※5). In comparison with FY2005, domestic day trips are assumed to increase 1.58 times for males and1.68 times for females, and domestic overnight trips 0.50 times for males and 0.73 times for females.
We also assumed that the number of overnight stays associated with travel by baby boomers after retirement
would be one night longer than the current average number of overnight stays by that generation, due to an increased
inclination towards longer holidays and the development and marketing of attractive travel goods to suit longer
holidays.
The increase in the value of tourism consumption resulting from this is estimated to be 1.1 trillion yen.
②

The impact on domestic tourism consumption due to an increased ratio of paid holidays given to working
generations
The ratio of paid holidays given to currently working generations was 46.6% in 2005, this being in a gradually
decreasing trend. However, we assumed that the ratio would rise to 55% in 2009 (the target set by a decision of theCouncil on Measures for the Society with a Declining Birthrate on December 24th, 2004), and that this situation
would moreover continue until 2010. We then estimated the impact of this on domestic tourism consumption.
Specifically, the total increase in days of paid holidays in Japan as a whole due to the increased ratio of paid③

※1

Based on figures in “Population Projections for Japan (Dec. 2006 Projections)” by the National Institute of Population and Social Security Research (estimates basedon low birthrate and medium mortality).
※2
Based on the Cabinet Office “Course and Strategies of the Japanese Economy”: New Growth Economy Transition Scenario (consumer price index in Fiscal
Expenditure Reduction CaseA(fiscal expenditure reduction of 14.3 trillion yen)) (FY2005: 0.98, FY2010: 1.03).
※3
Japan National Tourist Organization,April 2007 “JNTO Survey Report on the Economic Wave Effect of Travel by Foreign Tourists”.
※4
The definition of baby boomers in the “White Paper of Leisure 2006” was used when making projections (the postwar baby boom generation is defined as people
aged 55 to 59).
※5
The annual travel frequency of baby boomers in 5 years’time is assumed to be the same as that of the current generation aged 60-64.

6holidays is estimated to be 72.62 million days※1. Based on the fact that day trips represent 33.3% of these days and
41.0% of them are used for overnight trips, and also that family travel accounts for 45.2% of all travel, the increase in
the value of tourism consumption is estimated to be 2.16 trillion yen.
The value of domestic tourism consumption in 2010
The value of domestic tourism consumption in 2010, with the projected increases in the value of tourism
consumption shown in ① to ③ above※2, is estimated to be 29.66 trillion yen, or an increase of 21.4% from FY2005.
④

Results of domestic tourism consumption promotion
31,000(¥ billion)

29,0002,156

27,0002,481

25,0001,645
23,00021,00023,92319,00022,78017,00015,000FY 2005 tourism consumption

FY2010

Domestic tourism consumption by JapaneseBaby boomer generation effects

Travel consumption by foreigners visiting Japan
Effects of increased leisure time

(2)

Projection of economic effects
If domestic tourism consumption to the value of 29.66 trillion yen is generated in 2010, the resultant production
induction effect is estimated at 65.20 trillion yen, the added value induction effect at 35.77 trillion yen (6.2% of
nominal GDP) and the employment induction effect at 5.28 million workers (8.2% of all persons in employment).
Compared to FY2005, the weight of tourism within the Japanese economy as a whole would therefore increase still
further.
Meanwhile, both the frequency of overnight trips and the number of overnight stays by Japanese citizens havebeen in a decreasing trend in recent years, while the value of domestic tourism consumption has also remained on apar. In view of this, our projection that the value of tourism consumption in 2010 would be more than 20% greaterthan that in FY2005, as well as our projection of economic effects based on this, may be seen as overly optimistic,even when considering increased leisure activity by baby boomers and the transition to economic growth.
Nevertheless, for tourism to contribute to the further growth of the Japanese economy, the key will be for regions,residents, tourism-related entities and others to stimulate tourism exchanges – for example, by taking positive steps toenhance the attraction of regional resources and make effective use of them – rather than a passive attitude of waiting
for leisure activity by baby boomers to increase. It is vital that the various regions make redoubled efforts to enhance
economic effects, partly by referring to the case study analysis in the following section.

※1(Number of employees) × (average days of paid leave) × (rate of increase in taking paid leave) ＝ (increased days of paid leave)※2

The impact on domestic tourism consumption due to the increase in foreign travelers to Japan is reflected in the estimated value of domestic tourism consumption in
2010.

7

(10,000 persons)(¥ billion)
40,000

600

6.5%
5.9%

6.2%

35,000

9.0%

6.0%

8.2%

5.5%

500

7.3%

7.0%

5.0%

30,000

4.5%
25,000

400

6.0%

4.0%

5.0%

3.5%
20,00015,00035,773300

3.0%

527.73469.202.5%

29,673200

2.0%
10,000

2.0%
100

1.0%

1.0%

0.5%
0

0.0%
FY2005

4.0%
3.0%

1.5%

5,000

Section 2

8.0%

0.0%

0

FY2010FY2005FY2010Added value generation effect

Employment generation effectProportion of nominal GDP

Proportion of total number of employed persons

Economic Effects on Regional Areas

To stimulate regions through tourism, it will be important to increase the economic effects due to increased
tourism consumption in those regions. From this perspective, we selected the four prefectures of Aomori, Gumma,
Okayama and Oita Prefecture for our case study analysis, based on three justifying factors: ① that they are notincluded in the three major urban spheres of Tokyo, Nagoya and Osaka, ② that they are either relatively close to or far
from these major urban spheres, in terms of temporal distance, and ③ that their populations and gross prefectural
production are on a medium scale in terms of the country as a whole.
1(1)

Economic Situation of Each Prefecture
Aomori Prefecture
Aomori Prefecture has a population of 1.44 million, and this has been in a decreasing trend in recent years(falling by 2.6% compared to 2000). The rate of population aging is 22.7%, above the national average of 20.1%※1.
The value of gross prefectural production is 4.3 trillion yen, but this is falling sharply (a decrease of 5.5%
compared to FY1999). It is affected, in particular, by a decline in production value in the construction industry
accompanying a downturn in public works projects. On the other hand, the prefecture’s primary industries are thriving(the ratio of gross prefectural production in terms of economic activity is 4.8% compared to a national average of
1.6%). Aomori is one of Japan’s leading agricultural prefectures, boasting unrivalled production volumes of onions,apples, yams and burdock, for example. It also has a prospering fishery industry, with rich fishing grounds in the seasthat surround it on three sides.
Aomori also a high ratio of tertiary industries, mainly consisting of retail and wholesale industries selling the
products of primary industries (the ratio of gross prefectural production in terms of economic activity is 77.1%,
compared to a national average of 71.8%)※2.
The prefectural unemployment rate※3 is 6.0% and the ratio of job offers to applicants※4 is 0.42 times, both of※1

Population and the rate of population aging are based on figures in the “2005 National Census”, Ministry of InternalAffairs and Communications. Rates of increase or
decrease are compared to 2000. The same applies to the other prefectures below.
※2
The value of gross prefectural production is based on FY2004 figures in the Cabinet Office “Prefectural Economy Calculations”. The same applies to the otherprefectures below.
※3
The prefectural unemployment rate is based on the 2006 average figure in “Manpower Survey Reference Materials: Full Unemployment Rates by Prefecture (Model
Projections)”, Ministry of InternalAffairs and Communications. The same applies to the other prefectures below.
※4
The ratio of job offers to applicants is based on the FY2005 average in “Job Stability Operation Statistics”, Ministry of Health, Labour and Welfare, Long-Term8these being the second worst in the country.
(2)

Gumma PrefectureGumma Prefecture has a population of 2.02 million, and this has remained more or less on a par in recent years(a decrease of 0.04% compared to 2000). The rate of population aging is 20.6%, above the national average (20.1%).
The value of gross prefectural production is 7.53 trillion yen. This fell sharply between FY2000 and FY2001 (adecrease of 5.0%), but has been more or less on a par since FY2001. Thanks to progressive relocation of factories
producing transportation machinery products and others, Gumma has a high weighting of secondary industries (theratio of gross prefectural production in terms of economic activity is 36.9% compared to a national average of 26.5%)｡
The prefectural unemployment rate is 3.4%, below the national average (4.1%), while the ratio of job offers toapplicants is 1.46 times (the second highest in the country), signs that the employment climate is relatively healthy.
(3)

Okayama Prefecture
Okayama Prefecture has a population of 1.96 million, showing a slightly rising tendency in recent years (anincrease of 0.3% compared to 2000). The rate of population aging is 22.4%, above the national average (20.1%).
The value of gross prefectural production is 7.09 trillion yen, but this is declining sharply (a decrease of 5.0%
compared to FY1999). This is particularly affected by a fall in the value of production in the manufacturing,
construction and retail industries. On the other hand, there has been progressive relocation of petroleum product,
chemical engineering and other factories, and, as in Gumma Prefecture, there is a high weight of secondary industries(the ratio of gross prefectural production in terms of economic activity is 33.5% compared to a national average of
26.5%).
The prefectural unemployment rate is 3.4%, below the national average (4.1%).
(4)

Oita Prefecture
Oita Prefecture has a population of 1.21 million, and this has been in a slightly decreasing tendency in recent
years (a decrease of 0.9% compared to 2000). The rate of population aging is 24.2%, well above the national average(20.1%).
The value of gross prefectural production is 4.55 trillion yen, and boasts the 7th highest rate of increase in the
country (an increase of 2.0% compared to FY1999). Among other factors, this is due to a healthy value of production
shipments in manufacturing industries and a firm performance in the real estate and service industries. The prefecture
is attracting relocations of electronic engineering product and other factories, and its ratio of secondary industries ishigh (the ratio of gross prefectural production in terms of economic activity is 32.5% compared to a national average of
26.5%). It also has a higher weight of primary industries than the national average, with the country’s largest
production volumes of shiitake mushrooms and kabosu citrus fruit (the ratio of gross prefectural production in terms of
economic activity is 2.4% compared to a national average of 1.6%).
The prefectural unemployment rate is 3.9%, somewhat lower than the national average (4.1%).

The economic situation of these four prefectures can thus be summarized as follows.
・ In terms of population, all except Okayama Prefecture are in a slightly decreasing tendency, whereas the rate of
population aging is more progressive than the national average in all except Gumma Prefecture.
・Considering trends in the value of gross prefectural production, Oita Prefecture is in an increasing trend, but the otherthree prefectures are either decreasing or on a par, putting them in a depressed trend.
Time-Related Tables (including part-time work). The same applies to the other prefectures below.

9・As concerns industrial structure, Aomori Prefecture has a relatively large weight of primary industries, while Gumma
Prefecture and Okayama Prefecture have higher ratios of secondary industries. Oita Prefecture also has a high ratio ofelectronic engineering product and other secondary industries, but its weight of primary industries is also higher than
the national average.
・On the employment situation, Gumma Prefecture, Okayama Prefecture and Oita Prefecture all have unemployment
rates below the national average. Of these, Okayama Prefecture and Gumma Prefecture, in particular, also have a highratio of job offers to applicants. Aomori Prefecture, however, has an unemployment rate vastly higher than the national
average, and the employment climate is therefore harsh.
8.0%

Other industries

6.0%

Government services
producers

4.0%

Service industry

2.0%

Transport andcommunicationindustry
Real estateindustry

0.0%
-2.0%

Finance andinsurance industry-4.0%
Wholesale andretail industry-6.0%

Constructionindustry-8.0%

Manufacturingindustry-10.0%
Aomori

Gunma

OkayamaOita

2Tourism trends in each prefecture
For tourist numbers and the value of tourism consumption, as basic data related to tourism, we took the 1999
figures for these data as 100 and compared the tourism trends in each prefecture※1.
(1) Comparison of trends for tourist numbers in each prefecture
Overall tourist numbers increased in Aomori Prefecture and Oita Prefecture but decreased in Gumma
Prefecture and Okayama Prefecture between 1999 and 2004.
（ H11=100）
120
115
112
110

109

105
100
100
95

98
94
94

97

90

1.FromAomoriPrefecture's"AomoriPrefectureTourismStatisticalOverview"

87
85

2.FromGunmaPrefecture's"Touristnumbersandconsumptionresearch(estimates)"

80
1994
Aomori※1

Notes:

93

1999
Gunma

2004
OkayamaOita

3.FromOkayamaPrefecture's"OkayamaPrefectureTouristdynamicstatisticalresearchreport"
4.FromOitaPrefecture's"Tourismdynamicresearch"

Figures for Gumma Prefecture use a comparative index based on “fiscal years”, taking the figure for FY1999 as 100.

10

Of these, visitors from outside the prefecture increased sharply in Aomori Prefecture and increased in Okayama
Prefecture and Oita Prefecture, but decreased in Gumma Prefecture. Visitors from inside the prefecture increased
sharply in Oita Prefecture, increased in Aomori Prefecture, were on a par in Gumma Prefecture, and decreased in
Okayama Prefecture.
Trends in tourist numbers outside the prefectures

Trends in tourist numbers within the prefectures(H11=100)(H11=100)

140

140

130

118
120

120

109

100

101

107
100

100

100

93

88

105
96

92

87

84

80

100
99

97

80

83

60

60

40

40

20

20

0

0
1994
Aomori

1999
Gunma

1994

2004
Okayama

Aomori

Oita

1999
Gunma

2004
Okayama

Oita

Overnight trip visitors were in a decreasing trend in each prefecture, the degree of decline being particularly
sharp in Gumma Prefecture compared to the other three. Day trip visitors increased in Aomori Prefecture and Oita
Prefecture, but were more or less on a par in Gumma Prefecture and Okayama Prefecture.
Trends in prefectures' overnight stay tourist numbers

Trends in prefectures' day trip tourist numbers（ H11=100）（ H11=100）
120

120

115
115

115

115

110

110

111

105
100

105

103104
100

102

100

95

95

93
90

90

99
99

100

98
97

90

93
92
88

85

85

83
80

80

75

75

70

70
1994
Aomori

1999
Gunma

1994

2004
Okayama

Aomori

Oita

(2)

1999
Gunma

2004
Okayama

Oita

Comparison of trends in the value of tourism consumption in each prefecture
The value of tourism consumption increased in Aomori Prefecture and Oita Prefecture, decreased in Gumma
Prefecture, and fell sharply in Okayama Prefecture.
Trends in prefectures' tourism consumption（ H11=100）
110
108
105
102
100
95

104
102

100
101

97

97

90
85
80
80
75
70
1994
Aomori

1999
Gunma

2004
Okayama11

OitaSummarizing tourism trends in each prefecture in the period from 1999 to 2004, Aomori Prefecture and Oita
Prefecture saw healthy increases in both total tourist numbers and the value of tourism consumption, but Gumma
Prefecture and Okayama Prefecture were generally in a decreasing trend. As concerns overnight trip visitors,
meanwhile, a major characteristic has appeared in that each prefecture was either in a decreasing trend or on a par.
Prefectures' tourism directions (increase/decrease)

Total tourist numbers
Outside prefecture
Within prefectureOvernight stays
Day trips
Tourism consumption

Aomori Prefecture

Gunma Prefecture

Increase
Large increase
Increase

Decrease
Decrease
Flat
Decrease
Flat

Increase
Increase

OkayamaPrefecture
Decrease
Increase
Decrease
Decrease
Flat
Large decrease

Oita Prefecture
Increase
Increase
Large increase
Flat
Increase
Increase3(1)①

Analysis by Prefecture
Aomori Prefecture
Tourism resources, etc.
Aomori Prefecture boasts some highly renowned natural resources in the form of Lake Towada, Oirase Gorge,
the Hakkoda mountain range and Shirakami-Sanchi, and outstanding hot spring resources such as the Asamushi and
Hakkoda-Sanroku hot spring complexes. It also has historical heritage sites represented by the Sannai-Maruyamaarchaeological complex, highly individual living culture resources typified by the Nebuta Festival and other large-scale
events unique to the region, and, besides these, a wealth of superior fishery resources including Oma tuna andHachinohe squid.
Trends and problems to date
While the population of Aomori Prefecture is in a decreasing trend and the economy is also in a generally harshsituation, the situation surrounding tourism could be described as healthy. For example, thanks to the “Hayate effect”(Shinkansen-related boom) following the opening of Hachinohe Station on the Tohoku Shinkansen line in December
2002, total tourist numbers turned to a sharp increase. Viewing trends between 1999 and 2004, the number increasedby 12.5% from 41.99 million to 47.24 million in that time.
However, the increase in total tourist numbers owes much to an increase in day trip visitors from outside theprefecture, as also shown in an increased ratio of visitors from outside the prefecture, while the number of overnight
trip visitors conversely decreased from 4.98 million to 4.81 million. As a result, although the value of tourism
consumption increased from 162.3 billion yen to 174.9 billion yen, the rate of increase was 7.8%, not as high as therate of increase in total tourist numbers.
The low level of overnight trip visitors is largely attributed to the fact that, with improved access convenience
following the opening of the Shinkansen, the Tokyo metropolitan sphere is now within day-tripping range, while on
the other hand visitors coming in by air have sharply decreased. Meanwhile, under the impact of the shift in passengers
between these two modes of transport, the number of overnight travelers from outside the prefecture has decreased.
From the above, the task at hand is to expand tourism consumption by means such as increasing numbers ofovernight travelers.
②12Trends in Aomori Prefecture total tourist numbers

Trends in Aomori Prefecture's overnight stay ratio and（ million）

（％）

50

outside prefecture tourist ratio

30.0

45
25.0

40
35

20.0

30
25

15.0

20
10.0

15
10

5.0

5
0.0

0
1994
Total tourist number
Day trips
Within prefecture

1999

1994

2004
Overnight stays
Outside prefecture

1999

2004

Overnight stay ratio
Outside prefecture tourist ratio

Note: FromAomori Prefecture's "Aomori Prefecture Tourism Statistical Overview"

Trends in Aomori Prefecture tourism consumption（ billion）

（ \）

176

4,400

174

4,300

172

4,200

170

4,100

168

4,000

166
3,900
164
3,800

162

3,700

160
158

3,600

156

3,500
3,400

154
1994

1999

2004

Tourism consumption amount
Per capita tourism consumption

Note: FromAomori Prefecture's "Aomori Prefecture Tourism Statistical Overview"

Future efforts
Aomori Prefecture is currently trying to achieve a new type of tourism which it calls “Aomori tourism”, inwhich visitors will be encouraged to enjoy a wide variety of regional resources amid a leisurely flow of time. Other
moves include increasing accommodation and experience options, such as opening the “Miroku Yokocho” street stallvillage in Hachinohe or promoting winter snowdrift sleigh rides in Goshogawara.
With a view to stimulating the regional economy through tourism, it is vital that the attraction of rich, seasonal
foods and farming, mountain and fishing villages (the strengths of Aomori as a prefecture of agriculture and fisheries)
are harnessed, and that more promotion is given to accommodation- and experience-type tourism accompanied byovernight stays, among others. In particular, the question will be how to take advantage of the opening of Shin-Aomori
Station on the Tohoku Shinkansen, due in 2010.
③

Simulation
Assuming that, through efforts to increase the attraction of overnight stays, overnight trip visitors were toincrease by 10%, this would produce an increase of 12.9 billion yen in the value of tourism consumption, and the
production wave effect including direct effects is projected to be an increase of around 7.4% or 15.8 billion yen. In
terms of employment, it is also estimated that around 1,650 jobs would be created, five times the number employed byprincipal factories in the prefecture’s leading iron industry.
④

13

Simulation overview
Economic effects● Production diffusion effect:¥15.8 billion● Added value generation
effect: ¥9.2 billion

10% increase in overnight stay
tourists● Employment generation
effect: 1,650 persons(2)①

Gumma Prefecture
Tourism resources, etc.
Besides some of the country’s leading hot spring resorts including Kusatsu and Ikaho, Gumma Prefecture has anumber of other attractions within its borders, including natural resources such as Oze and the Onioshidashi Rocks on
Mount Asama, the Mount Tanigawa and Manza ski resorts. It also has industrial heritage in the former Tomioka Silk
Factory, a symbol of the Meiji government’s policy of promoting industrial production.
Gumma is also adjacent to the Tokyo metropolitan sphere, to which it is directly linked via a high-speedtransport network including the Tohoku and Kanetsu Expressways as well as the Joetsu and Hokuriku Shinkansen.
Trends and problems to date
The economy of Gumma Prefecture remains more or less on a par, partly due to the stagnation of
manufacturing industries. As far as tourism is concerned, total tourist numbers fell from 62.03 million to 60.77 million
in the period between FY1999 and FY2004. The value of tourism consumption fell from 150.3 billion yen to 145.8
billion yen, with a particularly sharp decline in overnight trip visitors.
②

Trends in Gunma Prefecture total tourist numbers

Trends in Gunma Prefecture tourism consumption(10,000 persons)（billion）

（\）

7,000

154

2,900
2,800

6,000

152
2,700

5,000
150

2,600
4,000
2,500

148
3,000

2,400

146
2,000

2,300
144

1,000

2,200

0

142
1994

1999

Total tourist number
Day trips

2004

2,100
1994

Overnight stays
Outside prefecture

1999

2004

Tourism consumption amount

Within prefecture

Per capita tourism consumption

Note: From Gunma Prefecture's "Tourist numbers and consumption research (estimates)"

Partly due to the direct links for distribution routes, etc., to the Tokyo metropolitan sphere, Niigata andelsewhere thanks to the advanced state of the expressway network, the ratio of product imports into Gumma
Prefecture from outside the prefecture (product import ratio) is higher than the three other prefectures targeted by thiscase study analysis, as well as Nagano Prefecture (another land-locked prefecture). The wave effect of tourism on
agriculture, forestry and fisheries and the food manufacturing industry, which is normally thought to be particularly

14high, has become smaller. Part of the reason for this is assumed to be that locally produced foods are not adequately
used in inns, etc., but that fishery produce and others imported from places such as Niigata outside the prefecture areused instead.

■

Comparison of the economic wave effect due to differences in economic trading structure in eachprefecture

Differences in the product import ratio in the economic trading structure of each prefecture also have a major
impact on the economic effects brought by tourism consumption. Gumma Prefecture has a higher product import ratio(29.5%) than the three other prefectures as well as Nagano Prefecture, another land-locked prefecture.
Comparison of prefectures' import ratios
45
43.8
40.2
40
37.1
35

35.9
33.4

30

25

20
Aomori

Gunma

Okayama

Oita

NaganoIf tourism consumption to the same amount of 100 billion yen were produced in each prefecture, the estimatedamount of added value induction, using the industrial tables of each prefecture, would be smaller in Gumma
Prefecture (68.3 billion yen) than in the other prefectures. The difference is particularly pronounced in agriculture,
forestry and fisheries and the food manufacturing industry, which are thought to have a high wave effect due totourism.
Tourism consumption-generated added value in four prefectures(¥100 million)
900
800
700
600
500
400

797

709

683

Aomori

Gunma

300

735

704

Oita

(Reference)
Nagano200
100
0Okayama15

Four prefectures' tourism consumption-generated added value in agriculture, forestry and fishery industry and food
manufacturing industry(¥100 million)[Added value generated in agriculture, forestry andfishery industry][Added value generated in food manufacturing industry](\100million)

25

30

23
20

20

21

21
20

15

15

24

25

18

17

18

15

9

10

10

5

5

0

0
Aomori

Gunma

OkayamaOita(Reference)
NaganoAomori

Gunma

OkayamaOita(Reference)Nagano

Future efforts
Gumma Prefecture is currently engaged in efforts to promote tourism through collaboration between theadministration and prefectural residents, based on the campaign “Gumma Nigiwai Plan – Gumma Tourism Createdby Two Million Prefectural Citizens”. The stated aims are to “make Gumma inviting”, “make Gumma fun” and“support the creation of Gumma attractions”. Other moves in the prefecture include a hot spring branding campaign
stressing the “insistence on quality” of the Kusatsu hot spring, and active promotion of the Shima Onsen hot spring,which was used as the setting for an NHK serialized TV drama in the first half of FY2005. Besides these, as an
initiative aimed at local consumption of local produce, there is the activity of the “Gumma Conference to Promote
Prefectural Citizens’ Movements for Local Consumption of Local Produce※1”, consisting of agricultural producers
and processors, consumers, academic and professional experts and others.
With a view to stimulating the regional economy through tourism, it is vital that maximum use be made of theadvantageous conditions of being directly linked to the Tokyo metropolitan sphere by a high-speed transport network,
to conduct finely- tuned tourism marketing aimed at a broad spectrum of customers including overnight travelers, and,based on the results of this marketing, to make greater efforts to create the attraction of high added value foods using
local ingredients and to develop attractive local produce.
③

Simulation
If the target for total tourist numbers set in “Gumma Prefectural Government Aims for the New Age” (66.40
million, an increase of 9.3% in 2010 compared to FY2004) were attained, an increase of 13.5 billion yen in the valueof tourism consumption would arise. The production wave effect of this, including direct effects, is projected to be anincrease of about 9.3% or 16.4 billion yen, with the creation of employment for about 1,750 people. In addition to this,
if the product import ratio for agriculture, forestry and fishery products could be reduced from the current 63% to 43%
as in Nagano Prefecture, a similarly land-locked prefecture, and that of the food manufacturing industry from 75% to67%, the production wave effect of this, including direct high added value effects, is projected to be an increase ofabout 12.5% or 22.1 billion yen. In this case, moreover, it is estimated that employment would be created for about④※1Created on July 14th, 2004, with members consisting of producers, processors, consumers, academic and professional experts, and others.

16

2,500 people, rivaling the number employed by principal factories in the prefecture’s leading automobile
manufacturing industry.
Simulation summary
Economic effects● Production diffusion effect:¥16.4 billion● Added value generation
effect: ¥9.2 billion

Economic effects

Increase the number of tourists
to the prefecture's target of 66.4
million persons in FY 2010 (upby 9.3% vs. FY 2004).

● Production diffusion effect:¥22.1 billion● Employment generation
effect: 1,750 persons

Further
Simulation summary

Reduce the agriculture, forestry
and fishery import ratio to 43%,
and the foodstuff import ratio to67%.

● Added value generation
effect: ¥11.9 billion● Employment generation
effect: 2,500 persons(3)①

Okayama Prefecture
Tourism resources, etc.
Okayama Prefecture is endowed with a wealth of tourism resources, including the atmospheric old-timecharms of towns like Kurashiki, quality hot spring resorts such as Mimasaka Santo and the scenic beauty of Setouchi,
as well as the islands that dot the Seto Inland Sea and the richly individual living culture there. The prefecture also hashistorical resources in the form of kofun burial mounds and the remains of the old Kibi Highway, some of the country’sfinest high added value agricultural produce such as peaches and muscat grapes, fish and shellfish from the Seto InlandSea, and so on. Okayama could also be said to have an excellent transportation infrastructure, even in national terms,
being criss-crossed by an expressway network and with the Shinkansen railway passing through from east to west,
among others.
Trends and problems to date
The economy of Okayama Prefecture is in recession owing to the stagnation of manufacturing industries. As
for the current status of tourism, similarly, total tourist numbers fell from 26.07 million to 25.32 million in the period
from 1999 to 2004, when the value of tourism consumption also fell sharply from 175.4 billion yen to 140.5 billion
yen. Among the reasons for this is thought to lie the fact that visitors to the Kurashiki Chibori Park have decreased
significantly in that period.
From the above, the task at hand is to raise the level of tourism consumption, as well as increasing tourist
numbers from the Tokyo metropolitan sphere by improving tourist attractions, etc.

②

Trends in Okayama Prefecture's total tourist numbers

Trends in Okayama Prefecture's tourism consumption

17

（\）
30,000（¥100 million）（10,000 persons）

2,000

3,000

1,900

2,500

25,000

1,800
1,700

20,000

2,000
1,600
1,500

1,500

15,000

1,400

1,000

10,000

1,300
1,200

5,000

500
1,100
1,000

0
1994

1999

Total tourist number
Day trips

0
1994

2004

1999

2004

Tourism consumption

Overnight stays
Outside prefecture

Per capita day trip tourist consumption
Per capita overnight stay tourist consumption

Within prefecture

Note: From Okayama Prefecture's "Okayama Prefecture Tourist dynamic statistical research report"

Future efforts
Okayama Prefecture is currently trying to create tourism resources on the theme of the history and culture of“Kibi no Kuni Okayama”, to establish the “Tourism Okayama” brand and to attract visitors mainly from the postwar
baby boom generation, based on its “New Okayama Dream-Building Plan” that is due to start in FY2007. Other
moves include promoting residential-type tourism with night-time illumination of the Kurashiki aesthetic area, andcreating tourist districts using the historical streets of the Tsuyama and Takahashi castle towns.
With a view to stimulating the regional economy through tourism, the key will be to actively promote means of
attracting tourists from the Tokyo metropolitan sphere and elsewhere, partly via the “Okayama Destination
Campaign” held by six JR group companies between April and June 2007, to develop wide-area tourism routes basedon shared history, culture, etc., within the Chugoku-Shikoku sphere by taking advantage of the high level of transport
convenience, and to raise the added value of food and special produce in order to identify and improve the attraction of
local tourism resources.
③

Simulation
Assuming that the total tourist number of 27.10 million targeted in the “New Okayama Dream-Building Plan”(an increase of 7.0% in 2011 compared to 2004) is reached, and that the target of 153.0 billion yen for the value of
tourism consumption (an increase of 8.9% in 2011 compared to 2004) is attained, the production wave effect of this,including direct effects, is projected to be an increase of about 8.9% or 16.7 billion yen. Employment would also becreated for about 1,550 people, equivalent to about 80% of the number employed by the country’s leading
petrochemical factories located in the Mizushima Industrial Estate.
④

Simulation summary
Economic effects

Increase tourist numbers toprefectural target of 27.1 million
persons in FY 2011 (up by 7.0%
over FY 2004), and tourism
consumption to ¥153 billion(+8.9%)

18● Production diffusion effect:¥16.7 billion● Added value generation
effect: ¥10 billion● Employment generation
effect: 1,550 persons

(4)①Oita Prefecture
Tourism resources, etc.
Oita Prefecture boasts the country’s highest output of spa water and ratio of hot spring sources compared to thenumber of hot spring resorts. Of these, Beppu and Yufuin located in the center of the prefecture are particularly wellknown nationwide. These two resorts attract 8 million tourists every year and are leading tourist locations that act as
motors for tourism in the prefecture. Besides these, Oita also has a wealth of nature, history and culture in the Hita,
Kuju, Kunisaki Peninsula, Nippo Coast and other areas, while also boasting numerous food-related tourism resources
and special products, including high-class fish in the form of Seki mackerel and horse mackerel.
Meanwhile, express and non-stop buses from Fukuoka and Oita Airports travel to Beppu and Yufuin, while
attempts are being made to reduce traveling time from Fukuoka Prefecture to Beppu, Yufuin, Hita and other tourist
locations by using the Oita Expressway.
Trends and problems to dateCompared to the other three prefectures targeted by the case study analysis, Oita is in a relatively healthy
economic situation. On the status of tourism, similarly, total tourist numbers increased from 50.13 million to 54.59
million in the period from 1999 to 2004. In particular, day trip visitors increased from 42.23 million to 46.79 million inthat period.
On the other hand, the increase in visitors from outside the prefecture was only 5.2%, while overnight trip
visitors decreased from 7.90 million to 7.80 million and the value of tourism consumption per tourist fell from 5,147
yen to 4,828 yen.
From the above, the tasks are thought to be to increase visitors from outside the prefecture and other overnight
trip visitors, and to boost the value of tourism consumption.
②

Trends in Oita Prefecture's total tourist number

Trends in Oita Prefecture's tourism consumption（10,000 persons）（100million）

（\）

6,000

2,660

5,500

2,640

5,400

5,000

2,620

5,300

2,600

5,200

4,000
2,580

5,100
2,560

3,000

5,000
2,540
4,900

2,000

2,520
4,800
2,500

1,000

4,700

2,480

4,600

2,460

0
1994
Total tourist number
Day trips

1999

2004

4,500

2,440
1994

Overnight stays
Outside prefecture

Within prefecture

Tourism consumption amount

1999

2004

Per capita tourism consumption

Note: From Oita Prefecture's "Tourism dynamic research"

Future efforts
Oita Prefecture is currently attempting to identify local tourism resources, improve their attraction and promote
green tourism, among other efforts, as part of its “Regional development full of vitality, growing through interaction –③19Promotion of tourism to link the region with the world and enjoy contact” based on the “Reassurance, Vitality and
Growth Plan 2005 – Building the Future of Oita Together”. Besides these, other moves include attempts to increaseaccommodation options by holding “Beppu Hatto Onpaku”, a kind of hot spring exposition in the famous eight
hot-springs of Beppu City, etc., and reviving the shopping streets of Bungo Takada into a Showa-style district as a wayof attracting tourists.
With a view to stimulating the regional economy through tourism, it is essential that diverse residential-type andexperience-type tourism is promoted, for example by providing early-morning walking and other programs or making
use of rural guesthouses in Ajimu, and that attempts are made to boost tourism consumption by promoting thedevelopment of souvenirs based on hot springs and local produce, etc.
Simulation
Assuming that the target for a 4% increase in overnight trip visitors as set out in the “Reassurance, Vitality and
Growth Plan 2005” (an increase of 310,000 in 2015 compared to 2004)※1 is achieved by converting day-trippers toovernight travelers, an increase of 4.3 billion yen in the value of tourism consumption would arise, and the production
wave effect of this, including direct effects, is projected to be an increase of about 1.6% or 5.3 billion yen, with thecreation of about 600 new jobs. In addition to this, if the value of tourism consumption per day-tripper were to increaseby 10% (285 yen), an increase of 17.6 billion yen would arise in the value of tourism consumption, and the production
wave effect of this, including direct effects, is projected to be an increase of about 6.7% or 21.5 billion yen. Meanwhile,
employment is projected to be created for about 2,400 people, on a par with the number employed by the prefecture’s
main semiconductor IC manufacturing factories.
④

Simulation summary
Economic effects● Production diffusion effect:¥5.3 billion● Added value generation
effect: ¥3.2 billion

Economic effects

Convert day trip tourists toovernight stay tourists, andincrease the latter by 4% in2015 (+310,000 vs. 2004).

● Production diffusion effect:¥21.5 billion● Employment generation
effect: 600 persons

Further
Simulation summary

Increase the amount of day trip
tourist consumption by 10%(¥285)● Added value generation
effect: ¥12.9 billion● Employment generation
effect: 2,400 persons

Current status of tourism in prefectures in terms of statistics on overnight trips
As a basic statistic for the Japanese tourism sector, in 2007 we started a quarterly “Overnight Trip Statistics
Survey (approved statistics)”, in which we survey data such as the number of guests staying in all hotels, ryokan inns
and simple guesthouses with ten or more employees. The survey is conducted under national uniform standards and is
aimed at all prefectures.
Below, we will describe the current status of tourism in each prefecture in terms of their accommodation, basedon the “Overnight Trip Statistics 2nd Preliminary Survey (approved statistics)”, which was carried out over the space◎※1

In Oita Prefecture, we started conducting Tourism Statistics Surveys using a new method from 2006. Based on the figures for 2006 obtained from the Survey, the target
for 2015 is an increase of 4%. However, since the figures for 2006 have not yet been announced, here we decided to base our simulation on the figures for 2004.

20

of three months from June to August 2006 as a trial for this survey.
(1) Number of overnight guests by prefecture
In terms of the number of overnight guests by prefecture, Tokyo occupies 1st place with 8.68 million
guest/nights (share 11.2%), followed by Hokkaido with 8.08 million guest/nights (10.4%) and Chiba Prefecture in 3rdplace with 3.80 million guest/nights (4.9%). The top three prefectures accounted for more than a quarter of the total.
1/ (10,000 persons)）

Number of overnight stays by prefecture/political unit (June ~ August 2006)

1,000
900
800
700
600
500
400
300
200
100

Ho
kk
a
Ao i domo
Iw r ia
M teiyag
Ya Ak ima itaFu g
k u at ashi
Ib m aa
To rakich
Gu igi
Sa nm
ita a
m
Ch a
ib
Ka T o ana kyoga
Ni wa
i
To gata
y
Is am
hik a
aw
Ya F ama uk
na ui
Na shigano
Sh Gi fi zu u
ok
Ai a
ch
i
M
Sh i e
i
Ky ga
o
O to
sa
Hy ka
o
W N goak aay r aa
T o ma
Sh tto
i ri
O man
ka e
H ya m
Ya i ros am im
T o ag u a
ku ch
sh i
K a i ma
ga
w
Eh a
i
K o meFu uchku ioka
Na Sag
Ku g as a
m ak
am i
ot
o
M Oit
i
Ka yaz ago aks i
O hi m
kin a
aw
a

0

(2)

Status of accommodation in terms of basic prefectural indicators
Viewing the total number of overnight guests in relation to the basic prefectural indicators of population, grossproduction and employment figures, the top five prefectures in all of these indicators were Hokkaido, Yamanashi,
Nagano, Ishikawa and Okinawa.

Ranking of overnight stayers by linkage with basic indicators (June ~ August 2006)

1st rank

2nd rank

3rd rank

4th rank

5th rank

Extended overnight stayers from outside political unit, per capita of population

Okinawa

Yamanashi

NaganoHokkaido

Ishikawa

Extended overnight stayers per ¥10 million of prefectural gross production
Proportion of overnight stay facility employees among tertiary industry employed persons

Okinawa
NaganoHokkaido
Okinawa

Yamanashi
Ishikawa

NaganoIshikawa

Ishikawa
Yamanashi(3)

Current status of tourism exchanges between regional blocks
In terms of mobility both inside and between regional blocks, based on the number of overnight guests inaccommodation facilities employing 100 or more employees by area of original domicile, mobility within the region
accounted for at least 30% in all except Hokuriku-Shinetsu, Shikoku and Okinawa.
In terms of source areas, Kanto provides overwhelmingly the largest number of travelers, followed by the
Kinki and Chubu regions in that order. Conversely, Hokkaido and Okinawa have by far the largest influx of travelers
from other blocks.

21

(Overnight stays)

Overnight stayer receptions and dispatches in each regional block

2.15million

940,000

Receptions

22

aw
a
Ok
in

Ky
us
hu

ko
ku
Sh
i

ub
u
Ch

ki
Ki
n

ub
u
Ch

et
su
Sh
in

Ka
nt
o

870,000

Ho
ku
rit
su

To
ho
ku

Ho
kk
aid
o

450
400
350
300
250
200
150
100
50
0

Dispatches

Part II

Status of Tourism and Measures in FY2006

Chapter 1 Current Status of Tourism
Section 1 Trends in Tourism by the Japanese Public
1
Trends in Domestic Overnight Trips by the Japanese Public
The frequency of overnight domestic trips per capita of the Japanese population in FY2006 is estimated to havebeen 1.73, a decrease of 2.3% compared to the previous fiscal year.
Meanwhile, the number of domestic overnight stays on overnight trips per capita is estimated at 2.77, adecrease of 4.2% compared to the previous fiscal year.

(Times, stays)

3.00

Trends in national per capita annual overnight stay tourism travel times and number of stays
(
)

2.81
2.89

2.78

2.77
（Provisional value）

2.50

2.00
1.77

1.70

1.73
1.71

（Provisional value）

1.50

1.00
2003

2004

Number of overnight stays per capita

2005

2006

FY

Times per capita

Note: Ministry of Land, Infrastructure and Transport, "Travel and tourism consumption research"

23

2
(1)

Trends in Overseas Travel by the Japanese Public
Trends in numbers of overseas travelers
The number of Japanese tourists traveling overseas in 2006 was around 17.53 million, the second highest
following the all-time record of 17.82 million in 2000. Compared to the previous year, this represented an increase ofaround 130,000 or 0.8%.
Trends in numbers of Japanese overseas travelers(1,000 persons)

18,00016,69517,00016,00016,803

17,81916,523

17,535
16,831
17,404

16,358 16,216
15,298 15,806

15,00014,00013,57913,00011,791

12,00010,997

11,000
9,663

10,0009,000

13,296

11,934

10,634

8,427

8,000
6,829

7,000
6,000

4,948

5,000

4,038

4,000

3,151

3,000

2,289

2,000
1,000

663
493

1,392

3,525

4,232

5,516

4,659
3,909

4,086

2,853
2,336

961

YEAR

19
64
19
65
19
66
19
67
19
68
19
69
19
70
19
71
19
72
19
73
19
74
19
75
19
76
19
77
19
78
19
79
19
80
19
81
19
82
19
83
19
84
19
85
19
86
19
87
19
88
19
89
19
90
19
91
19
92
19
93
19
94
19
95
19
96
19
97
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
20
06

0

128
212 268
159

344

2,466

4,006

Prepared by Ministry of Land, Infrastructure and Transport's General Policy Bureau from Justice Ministry data

Section 2 Trends in Visits to Japan by Foreign Tourists
1
Trends in Travel by Foreign Tourists(1) Number of travelers and their country or region or origin
The number of foreign travelers to Japan in 2006 was 7.33 million (9.0% more than in the previous year), a
new all-time record.

24Trends in numbers of foreign travelers visiting Japan

Note: Prepared by Ministry of Land, Infrastructure and Transport's General Policy Bureau from International Tourism Promotion Organization data

In terms of their country or region or origin, Asia accounted for 71.5% of the all travelers with 5.25 million,
followed by North America with 1 million (13.7%), Europe with 800,000 (10.9%), and Oceania with 230,000 (3.1%).

Breakdown of foreign travelers visiting Japan (2006)
FranceGermany 120,000
120,000 (1.6%)(1.6%)
U.K.
220,000(2.9%)
Canada160,000(2.1%)
U.S.
820,000
820,000(11.1%)

Australia
200,000(2.7%)

Europe, other
350,000(4.7%)
Europe800,000(10.9%)
North
America
1 million(13.7%)

Korea
2.12 million(28.9%)
Oceania
230,000(3.1%)

Total:
7.33 million

Other Asian
countries
420,000
420,000 (5.7%)

Singapore
120,000(1.6%) Thailand
130,000(1.7%)

Hong
Kong
350,000
350,000(4.8%)

Asia
5.25 million(71.5%)
Taiwan1.31 million(17.8%)White: Priority market from 2003

China
810,000(11.1%)

Blue: Priority market from 2004
Orange: Priority market from 2005
The share accounted for by the 2006priority markets
Total: 6.45 million (88.0%)

Note: Prepared by Ministry of Land, Infrastructure and Transport's General Policy Bureau from International Tourism Promotion Organization data25

By month, all months except February (which was affected by the fact that Chinese New Year was unusually inJanuary) reached a new record, and following from last year, at least 500,000 foreign travelers visited Japan in every
month throughout the year.
Trends in foreign travelers visiting Japan (by month on 2006)
800

20.0

700
600

15.0

500
400

10.0

300
200

5.0

100
0

0.0
Jan-06

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

-100
-200

-5.0
Number of foreign travelers visiting JapanYoY increase rate

Note: Prepared by Ministry of Land, Infrastructure and Transport's General Policy Bureau from International Tourism Promotion Organization data

26

Chapter 2 Creating Attractive, Internationally Competitive Tourist Locations
Section 1 Creating Attractive, Internationally Competitive Tourist Locations
1
Securing the Provision of Quality Services that Harness the Characteristics of Tourist Locations(1) Promoting the Tourism Renaissance Project
To promote Japan as a Tourism Nation, it will be important not only to transmit information via the Visit Japan
Campaign, but also for the residents in each region to take self-determined action to harness the characteristic features
and attractions of their region (such as its nature, history and culture), and to collaborate broadly with local authorities,
tourism operators and other bodies in actively promoting the creation of tourist locations.
To this end, we are promoting the creation of internationally competitive, attractive tourist locations incollaboration with the “Tourism Renaissance Assistance Scheme”. The Scheme supports ingenious and highly
creative efforts by local private sector organizations aimed at creating tourist locations (such as projects to improve theenvironment for accepting foreigners or projects for human resource development), as well as municipal projects
funded by grants for urban development, etc. In FY2006 we selected eight new cases for the “Tourism Renaissance
Assistance Scheme” (another 11 cases were continued from FY2005).
Meanwhile, we selected four more regions for the “Practical Plan to Create Tourist Locations” in FY2006. Thisis a program for supporting, from the launch stage, regional development projects centered on tourism that areattempted by a broad spectrum of regional stakeholders in collaboration.
(2)

Promoting regional tourism marketing activity
In line with the diversification of travelers’ needs, we have initiated measures aimed at encouraging links andcollaboration between local tourism-related entities and travel companies that are well acquainted with local tourist
attractions. The aim of this is to create new travel demand and revitalize regions by creating and marketing attractive
travel goods through the use of unique regional resources. Specifically, we have launched a “Tourist District
Development Advisory Council” consisting of “Tourism Charisma” leaders, academic and professional experts, travelcompanies, and other stakeholders in each regional block. As well as giving advice on tourism district development inresponse to local requests, we also offer a Tourist District Development Consultancy Service, which selects between
one and three regions from each regional block and provides intensive support.

Section 2 Creating Attractive Tourist Locations that Draw on Regional Characteristics by Using Tourism
Resources
1
Protecting, Nurturing and Developing Hot Springs and Other Tourism Resources Related to Culture, Industry,etc.
(1) Publication of “Regional Iki-Iki Tourism District Development 100”
As part of the movement to promote Japan as a Tourism Nation, imaginative and creative efforts to create
attractive tourist locations are currently underway all over Japan. We have compiled “Regional Iki-Iki Tourism District
Development 100” to introduce some of these regional efforts and have them broadly used as reference by people
involved in creating tourist locations. “Regional Iki-Iki Tourism District Development 100” is a collection of casestudies in which we introduce 100 regions, focusing on efforts that draw on lifestyles, culture, industry and otherfeatures rooted in the local area, as well sa efforts aimed at reviving tourist locations. To publicize such efforts tointerested parties overseas, we also introduce them on our website in other languages (English, Chinese and Korean).

27

Chapter 3

Strengthening the International Competitiveness of the Tourism Industry and Developing Human
Resources to Contribute to the Promotion of Tourism
Section 1 Strengthening the International Competitiveness of the Tourism Industry
1
Ensuring the Provision of Services to Meet the More Sophisticated Demands of Tourists and theDiversification of Travel Formats(1) Stimulating the accommodation industry
With a view to stimulating the accommodation industry by providing new services to meet changes in trends
for travel demand (such as the increase in individual and small group travel), we conducted a demonstration
experiment in eight regions of Japan, including the Lake Akan hot spring. The experiment focused on issues such as
the introducing separate accommodation and meals. We then gathered and analyzed data with a view to establishing a
new business model and diffusing it all over Japan.
Corroborative experiments to stimulate overnight stay industry
Based on the report of the "Research study committee related to overnight stay industry stimulation businessstrategy", Akanko hot spring and seven other nationwide areas were selected as models for corroborative
experiments related to separation of overnight stays and meals. Each area's measures are introduced as
best practices for promotion of nationwide diffusion, with a view to stimulating the overnight stay industry.
Overnight stayand meal
separation

Meals afloat
Local specialty restaurants

Separate dining areas in inns

Overnight stay hotels (overnight stays only)

Overnight stay Japanese inns
Use of any
dining hallenabled

Hokkaido Kushiro City (Akanko hot
springs)
Miyagi Prefecture Sendai City (Sakunami
hot springs)
Miyagi Prefecture Sendai City (Akiho hot
springs)
Niigata Prefecture Sado City
Shizuoka Prefecture Shizuoka City
(Tateyamadera hot springs)
Hyogo Prefecture Kobe City (Arima hot
springs)
Nagasaki Prefecture Hirado City
Kyoto City

Akanko hot spring overnight stay and meals separation promotion seeks diversification ofdining pleasures
Stimulation of inns and hotels in the Sakunami hot spring eastern district by means of the"Dining Out Plan" (provisional designation)
Program for separation of overnight stays and meals in government ordinance urban hot
spring areas
Stimulation of overnight stay industry by separating overnight stays and meals
Overnight stay facilities business strategy for creating potential tourism areas
Arima hot spring prosperity creation business
Promotion of overnight stay and meals separation in Hirado district
Corroborative experiments related to handling of new overnight stay service travel firms
using urban houses and old private houses

Section 2 Developing Human Resources to Contribute to the Promotion of Tourism
1
Enhancing Further Education to Assist in Strengthening the International Competitiveness of Tourist Locations
and the Tourism Industry(1) Training human resources in institutes of further education
In FY2006, tourism-related faculties or departments were set up in six universities, namely Takasaki City
University of Economics, Josai International University, Rikkyo University, Teikyo University, Matsumoto
University and Seinan Jo Gakuin University.
With this, the number of student places in tourism-related faculties or departments in universities reached a total28

of 3,000 (5 faculties, 28 departments) in FY2006, having increased by 1,095 places (11 departments) over the last five
years.

Tourism academic
facultyandmatriculation
学定員 students
観光関連学
部curriculum
・学科の入
3 ,0 0 0

3 ,0 0 0

2 ,5 0 0

2 ,3 1 5
1 ,9 0 5

2 ,0 0 0

1 ,9 6 5

1 ,4 5 5

1 ,5 0 0995

1 ,0 0 0
645
525

500

360
240

0
1992年 ま で

（平成４）

1993年

（平成５）

1994年

（平成６）

1997年

（平成９）

1999年

（平成11）

2000年

2001年

2003年

2005年

2006年

（平成12）（平成13）（平成15）（平成17）（平成18）

観光関連学部・学科入学定員の合計（大学院を除く）

Chapter 4 Promoting International Tourism
Section 1 Promoting visits to Japan by foreign tourists
1
Harnessing Japan’s Traditions, Culture, etc., for Prioritized and Effective Tourism PR Activity Overseas(1) Promoting the Visit Japan Campaign① South Korea
With the removal of time restrictions on short-term stay visas from March 2006, an increase in leisure time dueto the expansion of the five-day week, and the impact of the firm South Korean economy, demand for overseas travel
is in an expanding trend, especially for individual travel. After an intensive advertising promotion campaign toconsumers over three periods (summer, autumn, winter) with Internet linkage, the number of South Korean travelers
visiting Japan topped two million for the first time in 2006, reaching 2.12 million (an increase of 21.2% compared tothe previous year).

Ceremony commemorating
attainment of annual 2 million Korean visitors to Japan▲訪日韓国人旅行者年間２００万人達成記念式典

China
2006 was billed as “Japan-China Tourism Exchange Year”, and various exchange projects were implemented.
Following efforts to support the creation and marketing of ‘visit Japan’ travel goods (for example, by emphasizing the②29appeal of Japan as a travel destination to consumers through participation in the JATA World Travel Fair, etc., holding
events such as training for travel company staff in charge of sales, and so on), the number of Chinese travelers visiting
Japan in 2006 rose to 810,000 (an increase of 24.4% from the previous year).
Australia
When former MLIT Minister Kitagawa visited Australia on August 10th, 2006, a “Japan-Australia Tourism
Night” was held in Sydney to commemorate the Japan-Australia Year of Exchange. The event was attended by 250
guests. At the event, representatives of the Australia-Japan Society and JETAA (the JET Program Alumni Association)
were appointed as special envoys of the Visit Japan Campaign. Their cooperation was requested with a view further
increasing the number of travelers from Australia visiting Japan.

③

Section 2 Promoting Global Interchange
1
Promoting Cooperation with Foreign Governments(1) Initiatives by Japan, South Korea and China
Between July 1st and 3rd, 2006, the 1st Meeting of Japanese, Chinese and South Korean Tourism Ministers
and commemorative events were held in Kushiro, Asahikawa and Sapporo, Hokkaido. The Ministerial Meeting washeld in Akan-cho, Kushiro, on July 2nd. Japanese Minister of Land, Infrastructure and Transport Kazuo Kitagawa,
Shao Qiwei, Director of China's National Tourism Administration, and South Korean Culture and Tourism Minister
Kim Myong Gon exchanged views with a view to strengthening cooperation in tourism between the three countries.
The outcome of the Meeting was presented as the “Hokkaido Declaration on the Promotion of China-Japan-Korea
Tourism Exchange and Cooperation”. As well as confirming the diverse significance of tourism, the Declaration states
that, with the arrival of the era of major East Asian exchanges in the 21st century, the three countries would strive tostrengthen cooperation while respecting each other’s culture and traditions. Plans for an expansion of tourism
exchanges within the Japan-China-South Korean sphere, dubbed the “Japan, China and Korea Tourism Big Bang”,
were also formulated.

Chapter 5 Improving the Environment to Encourage Tourist Travel
Section 1 Making Tourist Travel Smoother and Easier1
Encouraging Holiday Taking(1) Improving the environment to stimulate travel demand by taking more holidays

30

With a population decline expected in areas outside the major cities, more and more regions are aiming torevitalize by expanding cultural exchanges through tourism. To link these regional efforts to an expansion of cultural
exchanges, domestic travel demand will need to be stimulated. Thus, with a view to studying holiday-taking behavior
and measures to stimulate domestic travel demand linked to holiday-taking, we held an “Informal Meeting on
Holiday-Taking Behavior to Stimulate Domestic Travel Demand” in February 2007. Following this, in March 2007,
we held a “Symposium to Promote Long Family Holidays: Stimulation of Domestic Travel Demand andApproaches to Holiday-Taking Behavior”. The aim of the symposium was to arouse public awareness of thesignificance of travel, including long family holidays, and the importance of taking holidays.
Meanwhile, to promote a more even dispersal of holidays, which tend to be concentrated in certain times ofyear, the Tourism Industry Association of Japan holds an “Autumn Holiday Campaign”. In FY2006, it conducted PR
activity using posters and others, sales promotion of various travel goods to coincide with “autumn holidays”, andother activities.

Section 2 Enhancing Convenience for Tourists
1
Developing travel-related facilities and public facilities that can be used with ease by elderly or disabled
persons, foreigners and other travelers who require special consideration, and improving the convenience ofthese(1) Support for the introduction of information devices by public transport operators, etc.
On April 1st, 2006, the “Act on Promoting International Tourism by Encouraging the Development of Travel
Destinations for Foreign Tourists, etc. (Foreign Tourist Visit Promotion Act)” came into effect. With this, public
transport operators and others became obliged to promote the provision of guidance information in foreign languages,
etc. Meanwhile, transport sectors used by large numbers of foreign tourists (such as routes linking international airports
with principal tourist locations, in particular) were designated as sectors in which public transport operators and others
are obliged to prepare plans for the promotion of information provision, and to provide information in line with thoseplans. Plans were to be submitted by the end of FY2006. We provided information on these designated sectors toforeign travelers via our English website in FY2006.

31

Measures for Tourism in FY2007
Chapter 1

Creating Attractive, Internationally Competitive Tourist Locations

1(1)

Securing the Provision of Quality Services that Harness the Characteristics of Tourist Locations
Promoting the Tourism Renaissance Project
To promote the creation of internationally competitive, attractive tourist locations that will act as receivers forforeign travelers to Japan, we will implement the Tourism Renaissance Project and comprehensively support efforts topromote tourism through concerted action by the local private sector and the administration.
In FY2007, we will position “hand-made tourism service creation projects” (which aim to promote, among
others, business startups in tourism services that make use of the industry, culture, history and lifestyles rooted in aregion and are implemented collectively by the region) and “foreign visitor satisfaction enhancement projects” (which
help to increase repeat visits by improving the satisfaction levels of foreign visitors) as priority sectors and give thempositive support. Meanwhile, as well as planning and producing initiatives for the creation of tourist locations, we will
also take steps to apply the necessary coordination and form consensus; train and register human resources who will beable to specifically reproduce visitor attraction effects in the regions; implement “tourist location producer projects”
that will act as bridges to the regions; and promote the creation of attractive tourist locations as well as the stimulationof regional economies and employment.
(2) Support via the Program for the Use of Regional Resources by Small and Medium Enterprises
In FY2007 we will create a “Program for the Use of Regional Resources by Small and Medium Enterprises”,
through which we will provide comprehensive support for small and medium enterprises that develop new goods andservices using regional resources and attempt to market the same.
2

Forming pleasant urban areas
To promote district development that attempts to form pleasant urban landscapes and draws on regional
characteristics, we will promote the formulation of landscape plans by landscape administration bodies based on theLandscape Act. We will also use a newly created Landscape Formation Comprehensive Support Project to support
initiatives based on preserving and utilizing landscape structures and trees that are important for the formation ofpleasant landscapes in a region.

"Urban Landscape Grand Prize"-- beautiful house alignment award to Omi Hachiman City

32

Chapter 2

Strengthening the International Competitiveness of the Tourism Industry and Developing Human
Resources to Contribute to the Promotion of Tourism

1

Promoting the Creation and Marketing of New Tourism
We will support the formation of a “new tourism” market by undertaking database creation and demonstration
projects, among others, in order to promote the creation and marketing of “new tourism” (new travel formats based on
personal experience and interaction, which draw on the attractions unique to a region and include long-term
residential-type tourism, eco-tourism and health tourism).
2

Training Human Resources in Institutes of Further Education
We will set up a “Cross-Sector Review Council on the Training of Tourism-Related Human Resources”,
consisting of members from tourism-related industries, universities and relevant government bodies. The Council will
share information on the training of human resources in the tourism sector and study future cross-sector collaborative
measures.
3

Fostering human resources employed in the tourism industry
As well as implementing training designed to improve levels of response to foreign travelers in Japan by
tourism employees and others, we will also survey the skills needed by tourism industry employees and conduct
studies aimed at establishing assessment methods, in order to respond to the diversifying needs of foreign travelers toJapan and improve the motivation of tourism industry employees.
Chapter 3

Promoting International Tourism

1

Promoting Global Interchange through the Visit Japan Campaign, etc.
With a view to increasing the number of foreign travelers to Japan in 2007 to 8 million (an increase of 9.1%
compared to the previous year), we will continue to develop the “Visit Japan Campaign”, a nationwide campaign
conducted jointly by the national government, local authorities and the private sector.
Concerning the Chinese market, Prime Minister Abe and Chinese President Hú Jǐntāo agreed on the aim toachieve cultural exchanges of 5 million people between Japan and China in 2007. Since 2007 coincides with the 35th
anniversary of the normalization of relations between Japan and China, large-scale Japan-China commemorative
exchange projects will be implemented. Through these and others, we will attempt to further increase the number ofChinese travelers visiting Japan.
As concerns the South Korean market, meanwhile, 2007 is the 400th anniversary of the “Chosen Tsushinshi”(Korean ambassadors of faithful exchange), and to commemorate this, the two countries have agreed to exchange
visiting delegations. Taking these events as a focal point, we aim to further increase the number of South Korean
travelers visiting Japan.
As well as activating initiatives based on existing bilateral agreements, we will also promote an expansion of
exchanges based on tourism exchange years with Thailand, Canada and India in 2007.

33

Japan-China exchange evening scene at Guangzhou

2

Promoting the Convening of International Conferences and Other Events Held on an International Scale
In Prime Minister Abe’s keynote address to the Diet, he set the numerical target of “increasing the number ofimportant international conferences held in Japan by at least 50% over the next five years, with the aim of becoming
the largest conference hosting nation in Asia”. Based on this, we will draw up and implement the necessary measureswith a view to reaching this target, in collaboration with the relevant government bodies, organizations and others.
3

Improving Systems for Accepting Foreign Travelers
Interpreter guides have a considerable role to play in helping foreign travelers to correctly understand Japan andenjoy their visit. Therefore, we will continue to hold primary examinations for interpreter guides overseas in FY2006,
while also taking steps to improve the quality of interpreter guides by promoting the introduction of region-specificexaminations for interpreter guides in the various prefectures, etc.
Chapter 4

Improving the Environment to Encourage Tourist Travel

1

Enhancing Public Understanding of the Significance of Tourism
We will support the holding of the “Travel Fair 2007”, a general trade fair for travel to be held at the Makuhari
Messe in April 2007, and “JATA World Travel Fair 2007” to be held at Tokyo Big Sight in September 2007.
2

Developing Travel-Related Facilities
We will continue to provide support, via special fiscal measures and fiscal loans, for hotels and ryokan inns
registered under the International Tourist Hotel Development Act. From FY2007, in particular, we will add“international broadcasting equipment” and “high-speed communications equipment” to equipment covered by thetax system covering registered hotels and ryokan inns in central accommodation districts under the Foreign Tourist
Visit Promotion Act. Meanwhile, we will promote analysis of the current status and study on future directions of thesystem of finance for the ryokan industry, in our Research Group on Finance for the Ryokan Industry.
3

Promoting Tourism Based on the Universal Design Approach
As well as promoting the development of travel merchandise and travel systems with consideration for
universal design and the universal design of tourist locations, we will draw up guidelines, based on the results of astudy in FY2006, with a view to establishing tourism using the rationale of universal design.
4

Revitalization and Revival of Public Transport
Convenient and usable public transport not only helps to increase the attraction of tourist locations, but vehicles
and transportation services can also themselves become tourism resources. We are currently submitting a “Bill for the
Revitalization and Revival of Regional Public Transport” to the National Diet. Partly based on this Bill, we will
positively support specific initiatives aimed at revitalizing and reviving public transport.

34