White Paper on Tourism in Japan, 2009-1-

CONTENTS

The Status of Tourism in Fiscal 2008

Part INew Developments in Tourism Policy

Chapter 1

International Affairs Surrounding Tourism and the Promotion of
Tourism Policy under the Government of Japan’s Initiative・・・・・・4

Chapter 2

Important Challenges and Strategic Efforts toward Realizing a
Tourism Nation・・・・・・・・・・・・・・・・・・・・・・・・・・6

Part IIThe Situation and Measures for Tourism in Fiscal 2008

Chapter 1 Tourism Today・・・・・・・・・・・・・・・・・・・・・・・・・・32
Chapter 2

Developing Internationally Competitive and Attractive
Sightseeing Spots・・・・・・・・・・・・・・・・・・・・・・・・・43

Chapter 3

Training Personnel to Contribute to Making the Sightseeing Industry
Internationally Competitive and Promoting Tourism・・・・・・・・・46

Chapter 4

Promoting International Tourism ・・・・・・・・・・・・・・・・・48

Chapter 5

Paving the Way for Promoting Sightseeing Trips ・・・・・・・・・・54

Sightseeing Measures in Fiscal 2009

Chapter 1

Forming Internationally Competitive and Attractive Sightseeing
Spots・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・59

Chapter 2Training Personnel to Help Make the Sightseeing Industry
Internationally Competitive and to Promote Tourism ・・・・・・・・62

Chapter 3

Promoting International Tourism・・・・・・・・・・・・・・・・・63

Chapter 4

Paving the Way for Promoting Tourism・・・・・・・・・・・・・・65

-2-

-3-

The Status of Tourism in Fiscal 2008
Part 1

New Developments in Tourism Policy

Chapter 1

International Affairs Surrounding Tourism and the Promotion of Tourism
Policy under the Government of Japan’s Initiative

Section 1

Establishment of the Japan Tourism Agency

The "Tourism Nation Promotion Act" was established in December 2006, with the“Tourism Nation Promotion Plan” later being adopted at a Cabinet meeting in June
2007.

“Realizing a tourism nation” is thus regarded as an indispensable national

challenge to be addressed in order to develop the Japanese economy in the 21st century.
Meeting the targets of the Tourism Nation Promotion Plan and making Japan a tourism
nation under these circumstances require that the Government of Japan step up its
collaboration and coordination with related ministries and agencies, and assume
leadership in promoting measures toward realizing a tourism nation in acomprehensive and systematic manner.

Unveiling ceremony hosted by Mr. Hompo, firstcommissioner of the Japan Tourism Agency (left) and Mr.
Kaneko, Minister of Land, Infrastructure and Tourism andminister in charge of Tourism Nation Promotion (right)
Then, in order to arrange a system that enables a functional and effective
implementation of affairs, and designate the organs responsible for tourism
administration, the "Japan Tourism Agency" was established on October 1, 2008, as anexternal organ for the Ministry of Land, Infrastructure, Transport and Tourism.
The Japan Tourism Agency (hereinafter “the Agency”) states its intention to promote an
exchange of international tourism in a bidirectional manner for foreign travelers
visiting Japan and Japanese travelers overseas, attract and promote international
conferences, and work to promote the arrangement of tourism zones for stay-oriented
tourism including lodging facilities, in order to make Japan a tourism nation.
-4-

Moreover, the Agency has also compiled a "Japan Tourism Agency Action Plan" thatprescribes the tentative targets, specific measures, and scheduling in order to facilitate
effective efforts toward realizing a tourism nation.
Section 2

Tourism Nation Promotion Plan and Its Promotion

The "Tourism Nation Promotion Plan" (hereinafter “the Plan”) presents its basic
principles regarding measures related to realizing a tourism nation and its targets,
including (1) increasing the number of foreign travelers visiting Japan to 10 million by
2010, (2) increasing the number of Japanese travelers overseas to 20 million by 2010, (3)increasing the value of tourism consumption in Japan to 30 trillion yen by fiscal 2010,(4) increasing the number of overnight stays per person in connection with domestic
travel to four per year by fiscal 2010, and (5) increasing the number of international
conference meetings held in Japan by at least 50% by 2011.

The Agency subsequently

defined the necessary measures and other details to achieve those targets.
The Agency also expresses its intention to take the measures to make Japan a tourism
nation in a comprehensive and systematic manner, based on efforts of the Agency incooperation with the entire Government of Japan working as one unit.
Five targets in the "Tourism Nation Promotion Plan" to make Japan a tourism nation-5-

Chapter 2

Important Challenges and Strategic Efforts toward Realizing a Tourism

NationSection 1
1.

Trends in Domestic Overnight Trips by the Japanese Public

Trends in Domestic Overnight Trips

In recent years, there have been fewer overnight trips with accommodations in Japanand fewer Japanese tourists traveling overseas.

In order to fully reactivate local

communities in our aging society that will have fewer children in the future, and topromote international mutual understanding and meet the expectations of othernations, it is important for Japan to increase the number of tourists through an-6-exchange of tourism.
To that end, the Agency will analyze the trends in domestic overnight trips and thefactors affecting travel behavior, while validating the challenges toward promoting
more domestic overnight trips by the Japanese public.
(1) Domestic Travel Today
1) Changes in Domestic Overnight Trips with Accommodations
A closer look at the changes in overnight trips with accommodations in Japan reveals adownward trend in both in the number of trips taken and the number of overnight stays
per capita as measured against the peaks in 1991 (*).

For fiscal 2008, the number ofdomestic overnight trips with accommodations per capita is estimated at 1.55, and thenumber of nights stayed at 2.44.

This shows a reduced level of about 60% compared tothe target of increasing the number of overnight stays per person in connection withdomestic travel by the Japanese public to four per year by fiscal 2010 as prescribed in
the Tourism Nation Promotion Plan.
2) Analyzing the Number of Domestic Overnight Trips with Accommodations

Changes in the number of domestic overnight trips withaccommodations and the number of nights stayed(trips, nights stayed)

1977

78 79

80 81

82

83 84 85 86

87

88 89

90

91

92 93

94

95 96

97

Number of nights
stayed per person

Number of trips
per person

98 99

04

00

01 02 03
(year)

05

06

07 08
(fiscal year)

Notes:
1.

Prepared by the Japan Tourism Agency.

2.

A different survey method has been used since fiscal 2003.

The new method uses the values taken from the" National Tourism Survey " as approved governmental statistics.

Therefore, the statistics compiled based on the

new method and those based on the old method are impossible to compare.
3.

Provisional values are estimates of the annual amounts in fiscal 2008 based on tabulated results from thethird quarter (April to December 2008).

-7-

A closer look at the changes in the number of domestic overnight trips withaccommodations in fiscal 2003 to 2007 reveals that it reached 1.77 per capita in fiscal
2005 but declined to 1.50 in fiscal 2007.
Examining the characteristics of the number of domestic overnight trips withaccommodations by age group reveals that it is generally lower than average for age
groups from the 20s to the 50s.

People in their 60s always topped the average, thereby

leading the average frequency, but even this group showed a significant decline in fiscal
2007, thereby reducing the average.

Changes in the number of domestic overnight trips withaccommodations per year (by age group)(trips)Ages 20-29
Ages 30-39
Ages 40-49
Ages 50-59
Ages 60-69
Average per capita

2003[Note]

2004

2005

2006

2007 (fiscal year)

Based on " National Tourism Survey "of the Japan Tourism Agency, Ministry of Land, Infrastructure,
Transport and Tourism.

* Domestic overnight trips with accommodations are mainly those intended for tourism and recreation in
Japan, and do not include trips mainly intended for business, commuting to and from work, visiting friends,
or trips mainly for such purposes that usually accompany tourism.

-8-

(2) Overseas Travel Today
1) General Changes
The number of Japanese tourists traveling overseas in recent years reached about 17.82
million—a record high in 2000—and then significantly declined in the wake of theSeptember 11 terrorist attacks in 2001, the outbreak of SARS in 2003, and other factors.
The number of Japanese tourists traveling overseas in 2008 totaled about 15.99 million,
remaining at about 80% of the target of reaching 20 million Japanese tourists travelingoverseas as prescribed in the Tourism Nation Promotion Plan.

Changes in the number of Japanese tourists traveling overseas(x 10,000 persons)1975 1980

1985 1990

1995

2000

2001 2002

2003

2004

2005 2006

2007 2008

Note: Prepared by the Japan Tourism Agency based on data from the Ministry of Justice.

(year)

2) Analyzing the Percentage of Japanese Tourists Traveling Overseas
The percentage of Japanese tourists traveling overseas by age group was on an upward
trend until 2000 for all age groups, and then significantly declined in the wake of theSeptember 11 terrorist attacks, the outbreak of SARS, and other factors. It then began
to rise in 2004, with the data on most age groups having recovered to 2000 levels, but
the percentage of those in their 20s remains as low as about 85% of the 2000 level.
-9-Moreover, examining the percentages of Japanese tourists traveling overseas in 2000
and 2007 by age group reveals great declines among those in their 20s to mid-30s.
Looking at the percentages of those in their 20s shows a greater decline among women.

Changes in the number of Japanese tourists traveling overseas

1997

1998

1999

2000

Ages 0 - 9

Ages 10-19

Ages 20-29

Ages40-49

Ages 50-59

Ages 60-69

2001

2002

2003

2004

2005

2006

Ages30-39

2007

Note: Prepared by the Japan Tourism Agency based on data from the Ministry of Justice and the Ministry ofInternal Affairs and Communications.

Percentages of tourists by age group

2000
2007

Ages

0-4

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

Note: Prepared by the Japan Tourism Agency based on data from the Ministry of Justice.

- 10 -- 10 -

60-64

65-69

70
and upTotal
populationof JapanPercentages of Japanese tourists traveling overseas in their 20s by gender

2000
2007

Male

FemaleMale

Ages20-24

FemaleAges25-29

Male

FemalePer capita

Note: Prepared by the Japan Tourism Agency based on data from the Ministry of Justice.

2.

Trends and challenges concerning domestic travel(1) Setting targets to be analyzed
Given the ongoing recession in terms of taking domestic overnight trips withaccommodations as examined in 1 (1), we set the following targets by age, population
size, family composition, and other factors in order to validate the factors that affect thetrends in Japanese domestic trips. We also analyzed the present conditions of thosetargets and related challenges based on such data as the "Field Survey of the Travel
Behavior of Japanese in Fiscal 2008."* Outline of "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued by
the Japan Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourism
Survey period: February 26-29, 2009
Survey method: Internet survey (panel survey)
Survey targets and recovery status: The survey was conducted of 18,278 people inJapan.

Of the people surveyed, some college students, working people aged 20-34(with no children), and parents with children attending elementary school responded
that they took from zero up to three domestic overnight trips with accommodations(about the same number as five years ago) or took fewer domestic overnight trips withaccommodations then five years ago.

From those respondents, 1,030 people were
- 11 -

extracted for each category (3,090 in total) and subjected to a follow-up survey.
1) Young people (*)
This layer shows different trends for men and women regarding both domestic andoverseas travel.

Moreover, these young people will lead family trips in the future andexercise a great influence on the trends in mid-to-long-term domestic trips, including
the effects on their children.
* Set to ages 20-29.

This group accounts for about 15.20 million people or about 12.1%of the total population.
2) Families (*)"Trends in Tourists 2008" of the Japan Travel Bureau Foundation reveal that thatfamily trips accounted for 46.2% of all domestic trips in 2007, thus making it the mostimportant category.

A breakdown of family trips shows that those involving

elementary school children accounted for the highest percentage at 43.7%, and suchtrips are considered to account for about 20% of all domestic sightseeing trips.
Moreover, the travel experience gained by children through such family trips ispresumed to have a great influence on future trends in domestic trips.
* Set as households with elementary school children.

Shares in domestic trips by market segment (2007)
Shares in domestic sightseeing trips by market segment
Solo trips: 4.9%

Breakdown of family trips

Other 4.2%

Three
Generations

With infants

10.4％

16.5％
Trips with friends

Family trips

Adult parents
and children

With elementary

19.3％

school children

43.7%
With older children
attending juniorand senior high schools

Trips bymarried couples

10.2％- 12 Note: Based on "Trends in Trips 2008" of the Japan
Travel Bureau Foundation.

- 12 -

3) Baby boomers and people in their 60s (hereafter "baby boomers, etc.")
The number of domestic overnight trips with accommodations taken by people in their
60s in fiscal 2007 was 1.86 (or 1.50 per capita), marking the largest percentage in termsof age group and indicating an important contributing factor to the number of total trips
taken by the Japanese public.

Moreover, since 2007, baby boomers (those born in

1947-49) are now entering their 60s, and more leisure time after retirement is expected
to boost the number of trips taken by baby boomers in the future.
* "National Census 2005" of the Ministry of Internal Affairs and Communications indicates that baby boomers
numbered about 6.74 million (5.4% of the total population), along with about 15.90 million people aged 60-69 (about
12.6% of the total population).

(2) Trends and Challenges concerning Domestic Travel by Young People
1) Present Status of Domestic Travel
The numbers of domestic overnight trips with accommodations taken by young people
in fiscal 2003 to 2007 showed fewer trips taken by males and more trips by females.
Comparisons in terms of both age group and gender show the fewest trips taken bymales and the most trips by females.
Changes in the number of domestic overnight trips with accommodations taken byyoung people (a survey on consumption trends in travel and sightseeing trips)(trips / person-year)
Number of domestic overnight trips with accommodations
Fiscal 2003

Fiscal 2004

Fiscal 2005

Fiscal 2006

Fiscal 2007

Change between% change between

FY 2003 and 2007

FY 2003 and 2007

Males

Young

Ages 20-29

peopleFemales
Average

Total Japanese population

Average

Note: Prepared by " National Tourism Survey " issued by the Ministry of Land, Infrastructure, Transport andTourism.

The numbers of domestic overnight trips with accommodations taken by young people
by category (ages 20-24 and 25-29) showed that those who responded "zero times" [neverwent on a domestic overnight trip with accommodations during the past year (*)]
- 13 -

accounted for 41.3% among those aged 20-24, and for 34.1% among those aged 25-29.
Comparing the number of sightseeing trips with accommodations five years ago withthe current number shows that the percentage of "zero times" rose 7.8% for those aged
20-24 and 14.1% for those aged 25-29, thereby marking the largest increase in thenumber of trips.
Examining with whom domestic sightseers went on their overnight trips withaccommodations as classified by gender indicates that, for those who went with males,"friends (from school or the workplace)" accounted for the highest percentage (at 50.5%),
followed by "alone" (at 37.3%), which was more than double that given by females (at18.4%).

For sightseers who went with females, "family members (parents)" accounted

for the largest percentage (at 48.0%), or about 20% higher than that for males.

People who accompanied young people on domestic overnight trips withaccommodations (by gender)[People in their 20s, college students and working people (with no children), multiple answers allowed]

Alone

Males（N=402）
Females（N=396）

By couples (married or unmarried)With family members (parents)
With friends (from school or the workplace)With friends (not from school or the workplace)

Other
Note: Based on "A Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued by the Japan Tourism
Agency, Ministry of Land, Infrastructure, Transport and Tourism.

2) Factors that influence travel behavior
Examining the reasons for the declining number of domestic overnight trips withaccommodations taken by young people classified as "college students" and "working
people" shows responses indicating that a financial reason (e.g., "can no longer affordit") by both college students (47.4%) and working people (52.1%) accounted for the- 14 -

highest percentages.

A detailed study of this situation reveals that "have a lower

income” or “receive less money from my parents,” followed by "put the money in savings
now" are the main reasons.

It is presumed that many young people have begun

reducing the percentage of money spent on consumption.
Moreover, examining the reasons for the declining number of domestic overnight trips
with accommodations indicates that working people accounted for most responses
related to time, (e.g., "have fewer holidays than before") at 44.7%.

Many working

people also responded that they "no longer have any holidays on the same days as myfriends who always accompanied me on trips." With fewer holidays, they find it harderto take travel holidays on the same days as their usual travel companions.

- 15 -

Reasons for fewer domestic overnight trips with accommodations takenby young people[People in their 20s, college students and working people (with no children), multiple answers allowed]
Can no longer afford it, hence fewer trips.
Fewer holidays, hence fewer trips.
Have fewer holidays on the same days as my spouse, hence fewer trips.
Have fewer holidays on the same days as my child(ren), hence fewer trips
Have fewer holidays on the same days as my friend, who is my usual travelcompanion, hence fewer trips.
No longer want to go anywhere, hence fewer trips.
Have some health-related reasons concerning myself or my family, hence
fewer trips.
Find it harder to leave home because I must take care of my pet or for otherreasons, hence fewer trips.
Have new hobbies, hence fewer trips.
No longer return home, hence fewer trips.

Reasons for "can no longer afford it"

None of the above

College students（N=500)

Working people (with no children)(N=338)

College students（N=237）

Working people (with no children)(N=176)

Have a lower income now.
Receive less money from my parents.
Trips cost more now.
Have a larger family now.
Education for my family costs more.
Acquiring a license, double schooling, and other forms of education cost more now.
Mobile telephony and other communication charges cost more now.
Put the money in savings now.
Other

Notes:
1.

Based on "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued by the Japan Tourism Agency,

Ministry of Land, Infrastructure, Transport and Tourism.
2.

This survey was conducted of those who responded that their number of overnight trips with accommodations

during the year until February 2009 declined from five years before.

- 16 -

3) Reasons for domestic trips
Regarding the "catalysts" that trigger respondents going on a domestic overnight trip
with accommodations, an examination of the top three responses among college
students revealed that the most important reason was "when invited" (52.5%), followed
by "when I find a place I want to go" (50.7%) and "when I get the money" (43.0%).
Among working people, the most important reason is "when I find a place I want to go"(55.3%), followed by "when I get the money" (41.6%) and "when I have time" (39.5%).
Comparing the "catalysts" of college students with those of working people reveals that"when invited" received about 14% more responses from college students than fromworking people.

Among working people, "when I want to get away from it all and get

refreshed" received about 15% more responses than from college students.

Catalysts that trigger people going on a domestic overnight trip withaccommodations (young people)[People in their 20s, college students and working people (with no children), with the top three answers indicated]
When I find a place I want to go
When invited
To enjoy my hobby
When I find the time
When I get the money
When the set date comes each year
When I need it to get a license or for other purpose
When I want to get away from it all and get refreshedNone of the above
College students（N=828）

Not interested in domestic trips, hence I make no plans.

Working people(with no children)(N=474）

Note: Based on "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued by the Japan Tourism
Agency, Ministry of Land, Infrastructure, Transport and Tourism.

4) Wishes for future trips
An examination of the wishes for future domestic trips shows that respondents wishing
to travel more often accounted for 55.6% of college students and 62.0% of working
people.

This reveals that more than half of all young people wanted to travel more

often.
- 17 -

A closer look at statistics by the frequency of domestic overnight trips withaccommodations reveals that among people who had been on one or more domestic
overnight trips with accommodations during the past year, those who wanted to travel
more often accounted for about 60-70% among both college students and working people.
In contrast, among people who had traveled zero times, those who wanted to travel
more often accounted for less than 50% among both college students (40.1%) andworking people (48.9%).

This trend is particularly notable for college students, among

which more than 30% did not want to take trips more often.

This may affect future

trends in domestic travel, such by bipolarizing people as travelers or non-travelers.

Upward trend in trips byyoung people (college students)

Upward trend in trips by young
people (working people)[People in their 20s, college students]（N=828）[People in their 20s, working people (with no children)]（N=474）

Want to travel
more often

Don't want totravel more often

Want to travel
more often

Neither of
the above

Don't want totravel more often

Neither of
the above

Note: "Field Survey of the Travel Behavior of Japanese in

Note: "Field Survey of the Travel Behavior of Japanese in

Fiscal 2008" issued by the Japan Tourism Agency.

Fiscal 2008" issued by the Japan Tourism Agency.

Upward trend in travel frequency (college students)
Current frequency of domestic overnight trips with accommodations[People in their 20s, college students]（N=828）
0 times（N=322）
Once（N=230）
Twice（N=177）
Three or more times（N=99）

Want to travel
more often

Don't want totravel more often

Neither of
the above- 18 -

Note: "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued by the Japan
Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourism.

- 18 -

Wishes to travel more often (working people)
Current frequency of domestic overnight trips with accommodations[People in their 20s, working people (with no children)]（N=474）
0 times（N=182）
Once（N=115）
Twice（N=109）
Three or more times（N=68）

Want to travel
more often

Don't want totravel more often

Neither of
the above

Note: "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued by the Japan
Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourism.

5) Directions of future efforts
As discussed above, it has been clarified that among young people, the frequency ofdomestic overnight trips with accommodations for men in their 20s has drastically
dropped, while those who never go on a trip show an upward trend.

However, morethan half of young people want to travel more often domestically, thereby calling forefforts to meet the needs of such young people having diverse interests.
For example, concerning areas where young people want to emphasize in their future
life, many young people indicate "income and revenue," "assets and savings," and otherfinancial aspects, as well as "self-education and improving one’s abilities."

To meetthese needs of young people, it is considered important to promote experience-based
trips and other forms of travel, together with other activities that are effective inallowing young people to acquire more knowledge and enhance their education, as wellas to change the image of tourism itself as epitomized by visiting scenic spots andenjoying leisure time.
It is particularly important to incorporate trips into group and similar activities,
especially for college students, in order to develop appealing travel content that will
attract young people.

For working people, it is necessary to pave the way for- 19 -

promoting the acquisition of paid leave.

As such, efforts should be made in a mannerthat meets the needs of specific groups.

Main emphasis in future life
Multiple answers allowed

LeisureIncomeandandrecreation

revenue

Total number(N=6,146)

EatinghabitsAssetsandsavings

Self-education

Housing

and improving
one’s abilities

Automobiles,
Clothing
electrical appliances,furniture, durable
consumer goods

Other

Ages 20-29 (N=474)

NoneDon’t know

Note: Based on "Opinion Poll on Japanese People's Lives" (a survey of June 2008) conducted by the Governmental
Public Relations Office, Minister's Secretariat, Cabinet Office, Government of Japan.

(3) Trends and challenges concerning domestic family trips
1) Domestic travel today
The frequency of domestic overnight trips with accommodations taken by families was
1.56 in fiscal 2007, remaining comparable to 1.50 for all Japanese people.

Frequency of family trips taken with elementary school children
N=1030Note: Based on the findings of "Field Survey of the Travel

Fiscal 2007
Families

Ages 30-39

Behavior of Japanese in Fiscal 2008" issued by the Japan Tourism
Agency, Ministry of Land, Infrastructure, Transport and Tourism,
for people in their 30s, the ratios of families with and without

Averageelementary school children in the annual frequency of domestic
overnight trips with accommodations were calculated to correct

All Japanese people

Average- 20 -

Comparing the frequency of domestic sightseeing trips taken today with that of five
years ago shows that the percentage of those who went "zero times" (who had neverbeen on an overnight trip with accommodations during the past year) was 28.1%,
marking a 15.0% rise during the past five years and indicating a lower frequency of
trips.
2) Factors that affect travel behavior
Examining the reasons for the lower frequency of domestic overnight trips withaccommodations reveals that, just like young people, this group gave most responses
pertaining to financial reasons, saying "can no longer afford it" (76.6%).

Of these, themost important factor was "education costs more now" (61.2%).
Moreover, among the reasons for the lower frequency of domestic overnight trips withaccommodations other than financial reasons, most responses were about time-related
factors, saying "have fewer holidays on the same days as my child(ren)" (35.4%).
Parents generally have fewer holidays on the same days as their children, and are
finding it more difficult to go on domestic overnight trips with accommodations.

- 21 -

Reasons for fewer domestic overnight trips with accommodations taken by families[Families (N = 751), multiple answers allowed]
Can no longer afford it, hence fewer trips.
Fewer holidays, hence fewer trips.
Have fewer holidays on the same days as my spouse, hence fewer trips.
Have fewer holidays on the same days as my child(ren), hence fewer trips.
Have fewer holidays on the same days as my friend, who is my usual travelcompanion, hence fewer trips.
No longer want to go anywhere, hence fewer trips.
Have health-related reasons concerning myself or my family, hence
fewer trips.
Find it more difficult to leave home because I must take care of my pet orfor other reasons, hence fewer trips.
Have new hobbies, hence fewer trips.

Reasons for "can no longer afford it"

No longer return home, hence fewer trips.
None of the above

Have a lower income now.
Receive less money from my parents.
Trips cost more now.
Have a larger family now.
Education for my family costs more.
Acquiring a license acquisition, double schooling (i.e., attending college while
attending a non-college school), and other forms of education cost more now.
Mobile telephony and other communication charges cost more now.
Put the money in savings now.
Other

Notes:
1.

Based on "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued by the Japan Tourism

Agency, Ministry of Land, Infrastructure, Transport and Tourism.
2.

This survey was conducted of those who responded that the number of their domestic overnight trips

with accommodations during the year until February 2009 declined from five years before.

- 22 -

3) Wishes concerning future travel
Wishes concerning future domestic overnight trips with accommodations showed that
respondents wishing to take more trips with their children accounted for 86.8%, therebyreflecting a very strong desire among families to travel more often.

Wishes to travel more often with family (family trips with children)【Families（N=1030）】

Want to go on a family trip with your child(ren)more often?

Yes

No

Note: Based on "A Field Survey of the Travel Behavior of Japanese in Fiscal 2008" of theJapan Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourism.

4) Directions of future efforts
Occupying the largest share in the market of domestic sightseeing trips, families
strongly desire to travel more often. However, it is presumed that their taking
domestic overnight trips with accommodations is affected by the difficulty in finding
financial leeway due to higher educational expenses and other costs, a decline in income,the greater difficulty among parents in finding holidays on the same days as theirelementary school children, and other reasons.
However, the more positive the travel experiences and impressions that parents had
during their childhood, the more often they tend to go on family trips as parents
themselves.

Therefore, promoting a significant number of family trips will apparently

be an important effort toward promoting family trips with children in the future.
- 23 -

To meet these needs, travel products must be developed within affordable price ranges
and with other activities being conducted, thereby alleviating the expenses incurred forfamily trips. Moreover, acquiring annual paid leave and making school holidays morediverse and flexible must be promoted, thereby paving the way for more family trips.
There are also high expectations for developing sightseeing spots and travel productsthat can meticulously meet the specific needs of families on their trips.

Travel experiences and impressions of parents during their childhood, and the frequency of
trips with their children
Travel experiences and impressions of parents during their childhood
Useful to me now（N=198）

Not particularly useful but an important
memory（N=491）

Not particularly useful but I had a goodtime then（N=241）

Not particularly useful, and no impressions
in particular（N=51）

Current frequency of domestic overnight trips with accommodations
taken with children
Three
Four or0 times
Once
Twice
times
more times

Note: "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued by theJapan Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourism.

- 24 -

Conditions for adding another trip per year

[Families (N = 1,030), multiple answers allowed]
The transportation expenses for family trips should
be reduced by about half.
The accommodation expenses for family trips should
be reduced by about half.
Family trips beneficial to the growth of my child(ren)should be possible.
Family trips that each member of the family can enjoy
should be possible.
Diverse information about family trips should bemade available.
Family trips should be possible during other than holiday
periods (such as the mid-August holidays or Golden Week).
Trips should be possible so as not to be physicallyexhausting (to the parents).
Trips that are easy on and welcome families with children
should be possible.
Not interested, so don't know, or neither of the above.

Note: "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued
by the Japan Tourism Agency, Ministry of Land, Infrastructure, Transport
and Tourism.

(4) Trends and challenges concerning the travel behavior of baby boomers, etc.
1) Domestic travel today
The frequency of domestic overnight trips with accommodations taken by people in their
60s in fiscal 2007 was 1.86 (1.91 for males, 1.81 for females), 0.36 higher than that percapita (at 1.50) and therefore the highest among all age groups.
A closer look at changes in the frequency of trips reveals a 0.33 (15.0%) decline in thetrips taken by people in their 60s in fiscal 2007 from the preceding year, however,marking the greatest reduction among all age groups.

Changes in the frequency of trips taken by people in their 60s including baby
boomers (a survey of consumption trends in travel and sightseeing trips)
Frequency of domestic overnight trips with accommodations

FY 2003
People in their
60s including
baby boomers

Ages
60-69

FY 2004

FY 2005

FY 2006

FY 2007

Increase in frequency% increase fromfrom FY 2003-2007

FY 2003-2007

Males
Females

Average[Reference] Ages 70-79

Average

All Japanese people

Average

Note: Based on " National Tourism Survey " issued by the Japan Tourism Agency, Ministry of Land, Infrastructure,
Transport and Tourism.

- 25 -- 25 -

2) Factors that affect travel behavior
Baby boomers, etc. are expected to expand their leisure activities after retirement morethan current retirees, and thus form a layer that will lead the market of domestic trips.
However, the frequency of domestic overnight trips with accommodations in fiscal 2007,
the year when some baby boomers reached age 60, declined greatly as discussed above.
A situation where the frequency of trips taken by baby boomers, etc. fails to rise as
expected must be analyzed from various angles.

One possible financial factor pertains

to anxiety over the future, and declining asset value has incessantly raised people's
motivation to save more money, thereby keeping domestic consumption low.
Moreover, one possible time-related factor is that because more corporations areextending the retirement age of their employees, the leisure time for baby boomers only
grows at sluggish pace.

Reasons for the decline in the balance of savings (2008)[Households with two or more members, multiple answers allowed]

Have a lower

Had to pay

Had to pay for

regular income

for land or

durableandhousing.

consumer goods

havedipped into my(automobile,savings.

furniture, home

Had to pay for

Had to pay

The declining

my child'sfortravelvalue

education oror leisure.

stockswedding.

oforbonds resulted
inelectronics).

myAges 20-29(N=21）

Ages 30-39(N=111）

Ages 40-49(N=200）

Ages 50-59(N=352）

Ages 60-69(N=310）

Ages 70-79（N=261）

Have more

Other

dependents
now.

their

evaluatedlNote: Based on "An Opinion Poll on the Financial Behavior of Household Economics in 2008" issued- 26 -

by the Central Council for Financial ServiceInformation.

- 26 -

No response3) Directions of future efforts
People in their 60s, many of whom generally reach retirement age, are expected to
expand their leisure activities after retirement.

However, as discussed above, fiscal

2007 saw a great decline in the number of domestic overnight trips withaccommodations taken by people in their 60s.
However, baby boomers, etc. have much savings and will eventually retire, even if theirretirement ages are extended.

They are therefore expected to lead travel demand as

the main domestic tourists.
To promote the domestic trips taken by baby boomers, etc., we must apparently expectthat retirees will have more leisure time, work to build sightseeing spots that meet theneeds of stay-oriented trips, weekday trips and other forms of travel, satisfy thesatisfaction of baby boomers, etc. with domestic overnight trips, and encourage repeat
demand.

There are also high expectations for the development of travel products

targeting married couples who will presumably travel more after retirement.
The main means of transport for domestic trips is the privately owned car.

As babyboomers, etc. become older, they will presumably find travel using their own cars moredifficult.

It is therefore necessary to arrange a means of transport and develop travel

products and related items based on the concept of universal design, thereby further
facilitating travel.

3.

Trends and Challenges concerning Overseas Travel(1) Wishes for Overseas Trips and Domestic Trips
Comparing the implementation rates of overseas trips and domestic overnight trips
with accommodations involving Japanese travelers (i.e., percentage of people who wenton at least one trip in a year) reveals a rate of 68.7% for domestic overnight trips withaccommodations in 2008, opposed to a rate as low as 16.8% for overseas trips in 2008.
One of the main factors causing the difference in implementation rates is that overseas
trips are generally costlier than domestic trips and last longer.
- 27 -

Conversely, about 80%

of travelers "do not compare domestic trips with overseas ones because they are twodifferent things" when regarding whether domestic trips should be compared withoverseas ones when going on a trip.

Therefore, overseas trips need not to be simply

compared with domestic ones but to analyze the characteristics of overseas trips.
Concerning the layer of respondents who "do not compare domestic trips with overseas
ones because they are two different things," an examination of their tastes regarding
domestic and overseas travel revealed that about 85% say that they are "interested
mainly in domestic trips now."

At the same time, since nearly 70% (68.8%) "also want

to go on overseas trips in the future," people are also very interested in taking overseas
trips.
Wishes for domestic trips and overseas ones

Comparing domestic trips with overseas[Respondents who said that they do not make the comparison](N=1,741)[General](N=2150)
I compare domestic

Interested
mainlyindomestic trips now, but I also
want to consider overseas
trips in the future.

trips with overseas
ones.
I do not compare dome

Interested mainly indomestic trips now, and I
will only consider domestic
trips in the future as well.

stic trips with overseas
ones because they are
two different things.

Interested mainly inoverseas trips now, but
I will also consider
domestic trips in the
future as well.

Respondents who
said they do not

Interested in overseas
trips now, and I will only
consider overseas trips in
the future as well.

make the comparison

Other
Respondents who
said they make thecomparison

Considerations emphasized in comparing domestic trips with overseas ones
[Respondents who said they make the comparison, multiple answers allowed]（N=409）

Note: Based on "Field Survey of the Travel Behavior
of Japanese in Fiscal 2008" issued by the Japan Tourism
Agency, Ministry of Land, Infrastructure, Transport

Simply which is cheaper?

and Tourism.

Which is more satisfactory at thesame cost?
Which meets my schedule better?
Which is likely to be more available(less crowded)?

Which is safer?
Which does my travel companion prefer?

None of the above- 28 -

(2) Factors that affect the implementation of overseas trips"A Survey of Young People's Awareness of Overseas Trips" conducted by the Japan
Association of Travel Agents revealed that the top-ranking reasons why young people do
not want to go on overseas trips include "don't know if they have value" and "it’sbothersome to adapt to environmental changes." The same survey also revealed thatthe reasons for dissatisfaction when young people want to go on overseas trips include"such trips are too costly" and "it's hard to know how much each item costs on an
overseas trip."

1) Economic factors that affect the implementation of overseas trips
Examining the relationship between the frequency of overseas trips and a household's
annual income reveals a great difference in whether trips are taken, with household
annual income of 4 million yen set as the borderline.

The percentage of those who havebeen on at least two overseas trips rises as a household's annual income increases.

Household annual income and overseas trips
Less than ¥2 M
¥2 M to ¥4 M
¥4 M to ¥6 M
¥6 M to ¥8 M
¥8 M to ¥10 M¥10 M or higher
Total

Never been on an overseas trip

Once

Twice or more

Note: Based on "A Survey of Young People's Awareness of Overseas Trips" issued in October
2008 by the Japan Association of Travel Agents.

- 29 -

2) Wishes for overseas trips in the future
Among those who have never been on an overseas trip, those who responded that they
"will go" or "will probably go" on an overseas trip by the end of 2010 (17.0%) does noteven reach half the percentage of those who have been on overseas trips (45.4%).
Regarding overseas trips, the survey revealed great differences in the wishes foroverseas trips depending on whether respondents have had such an experience before.

Wishes for overseas trips by 2010

No experience

Have experience

Will goWill probably go

Yes and noWill probably not go

Will not go

Notes:
1.

Based on "A Survey of Young People's Awareness of Overseas Trips" issued in October 2008 by theJapan Association of Travel Agents.
2.

The respondents were asked whether they would actually go on overseas trips for personal purposes

in any reasons by 2010.

(3) Directions toward promoting overseas trips
A closer look at the catalysts that trigger people to plan an overseas trip reveals that,among college students and working people aged 20-34, the economic factor of "when I
get the money" accounts for the highest percentage, followed by "when I have the time,""when invited," "when I want to get away from it all," and other time-related andpsychological factors. Moreover, the response "Not interested in overseas trips, so I
don't plan them" accounts for about 30%, indicating that many people do not recognize
overseas trips as an option as compared to domestic trips (5% for the same answer).
As discussed above, whether people have experienced an overseas trip is considered togreatly affect their wishes for overseas travel.

Therefore, further efforts must be madeto increase public interest in things overseas, while bearing in mind that the percentage- 30 -

of men and women (aged 20 to 34) going abroad is definitely on a downward trend.

Catalysts that trigger people going on overseas trips[College students and working people (with no children), 3 top-ranking answers given]
When I find a place I want to go(N=920)
When invited(N=547)
To enjoy my hobby(N=92)

When I find the time(N=1,001)
When I get the money(N=1,398)
When the set date comes each year(N=148)
When I need it to get a license or for other purpose(N=14)

When I want to get away from it all and get refreshed(N=526)
None of the above(N=157)

Not interested in domestic trips, hence I make no plans.(N=924)

College students(N=1,030)

Working people (withno children)(N=1,030)

Note: Based on "Field Survey of the Travel Behavior of Japanese in Fiscal 2008" issued
by the Japan Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourism.

Section 2

Toward Realizing an Era When 20 Million Foreign Tourists Visit Japan:

Building an Adored Nation with the Spirit of Hospitality
In March 2009, the Tourism Nation Promotion Strategic Conference (chaired by Jiro
Ushio, CEO & Chairperson of Ushio Inc.) compiled a proposal entitled "Toward
Realizing an Era When 20 Million Foreign Tourists Visit Japan: Building an Adored
Nation with the Spirit of Hospitality" and based on three pillars of measures—"overseas
promotion (establishing the Japan brand)," "improvement of the system to receive
visitors," and "attracting international conferences and other events"—toward the goal
- 31 -

of increasing the number of foreign tourists visiting Japan to 20 million by 2020.
To increase the number of foreign tourists visiting Japan to 20 million by 2020, we mustbase ourselves on this proposal and work on the following matters as one unit, while
collaborating not only with other officials of the Government of Japan but also with therepresentatives of all local governments, private companies, and other entities
concerned.
- Position Japan's high-quality living environment worthy of praise on an international
level, along with its sophisticated culture, arts, cuisine and other forms of "diversity" inthe country's appeal as the core of the Japan brand, step up our promotions in China,
South Korea, Taiwan and other nations (numbering 12 economies in total), and extend
our travel promotion to India, Russia, Malaysia and other newly emerging markets thatare expected to see growing demand for travel to Japan.
- Alleviate the requirements for issuing visas to tourists by such means as introducing"private tourist visas" without travel attendants for Chinese travelers of sufficientfinancial means, shorten the waiting times at passport control, post more and better
designed labels in foreign languages at public means of transport and other publicestablishments, arrange better resources for receiving foreign travelers at lodging
facilities, and devise other means of receiving foreign visitors to Japan, thereby making
Japan a more "hospitable" nation.
- Generally extend the targets of attracting and hosting international conferences frominternational conventions in a narrow sense to cultural and sports events, exhibitions,trade fairs, and other international conferences in a broad sense (MICE).
* MICE: Stands for Meeting, Incentive (Travel), Convention, Event/Exhibition.

Part IIThe Situation and Measures for Tourism in Fiscal 2008

Chapter 1 Tourism Today
Section 1

Trends in Tourism by the Japanese Public- 32 -

1.

Trends in Domestic Overnight Trips with Accommodations by the Japanese Public(1) Outline of Domestic Overnight Trips with Accommodations
The frequency of domestic overnight trips with accommodations per capita in fiscal
2008 was estimated at 1.55, up 3.3% from one year before.

The number of nights

stayed on domestic sightseeing trips per capita was estimated at 2.44, up 0.8% from one
year before.
Changes in the number of domestic overnight trips with accommodations andthe number of nights stayed(nights stayed, trips)
Number of overnightstays per capita
Number of trips
per capita(provisional)(provisional)

2003

2004

2005

2006

2007

2008 (fiscal year)

Note: Based on " National Tourism Survey " of the Japan Tourism Agency, Ministry ofLand, Infrastructure, Transport and Tourism.

(2) Outline of Accommodations
In January 2007, " Accommodation Survey (Approved Statistics)" was initiated todetermine: (1) the total numbers of people staying at hotels, inns, and simple lodging
facilities with a workforce of 10 or more employees, (2) the statistics for all prefectures,and (3) according to national uniform standards.

This survey revealed that fromJanuary to December 2008 a total of 306.15 million people stayed at suchaccommodations, with Japanese accounting for 283.87 million.
- 33 -

Comparing these statistics by month shows that August accounted for the highest
number of visitors at 31.17 million, while January accounted for the smallest number at
20.67 million.

However, the statistics for August and later months showed a series ofdeclines on a year-on-year basis for five consecutive months due to adverse effects of thebusiness slowdown.

Total numbers of Japanese staying at lodging facilities by month (2008)(x 10,000 person-nights)

Total number of Japanese staying
at lodging facilities
Change from one year before(month)Notes:
1.

Based on " Accommodation Survey " issued by the Japan Tourism Agency, Ministry of Land, Infrastructure,

Transport and Tourism.
2.

These are figures obtained prior to the incorporation of annual data on new and obsolete facilities, and thefinalized values may show slight changes.

2.

Trends in Overseas Travel by the Japanese Public(1) Changes in the Number of Tourists Traveling Overseas- 34 -

Tourists traveling overseas numbered about 15.99 million in 2008.

Given the risingfuel surcharges and global business recession, those statistics reveal a generalslowdown in travel.

This number declined by about 1.31 million from the preceding

year, or 7.6% down from last year.

Changes in the number of Japanese tourists traveling overseas(in thousands of persons)

Number of Japanese tourists
traveling overseas

Number of foreign travelers
visiting Japan

1964 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08

Note: Prepared by the Japan Tourism Agency based on documents compiled by the Ministry ofJustice and the Japan National Tourism Organization (JNTO).

3.

Trends and Realities in Japanese Awareness concerning Travel and Other Matters

Among the areas which people want to emphasize in their future lives, "leisure andrecreation" accounts for the highest percentage at 34.4% and is increasing.
is followed by "income and revenue" and "eating habits."- 35 -

That area(year)

Emphasis points in future lives
Leisure and recreation
Income and revenue
Eating habits
Assets and savings
Self-education and improving one’s abilities
Housing
Automobiles, electrical appliances, furniture,other durable consumer goods
Clothing
Other
June 2008 survey (N = 6,146 persons, M.T. = 201.9%)

None

July 2007 survey(N = 6,086 persons, M.T. = 191.8%)
October 2006 survey(N = 5,941 persons, M.T. = 200.3%)

Don't know

Note: Based on "Opinion Poll on Japanese People's Lives" conducted by the Governmental
Public Relations Office, Minister's Secretariat, Cabinet Office, Government of Japan.

Section 2
1.

Trends in Foreign Tourists Visiting Japan

Trends in Foreign Tourists Visiting Japan with Accommodations

The findings of " Accommodation Survey " revealed that the total number of foreigners
staying at lodging facilities from January through December 2008 reached 22.27 million.
Moreover, the total number of foreigner tourists staying at lodging facilities byprefecture is reflected in the statistics below as expressed by their countries and regions
in percentage.

These statistics show that many people from Taiwan stayed at lodging

facilities in Hokkaido and Hokuriku, many Americans visited the Tokyo metropolitan
area and Kyoto, and many South Koreans came to visit Kyushu.

- 36 -

Percentages of the numbers of foreign tourists staying at lodging facilities
by prefecture and by nationality (2008)
Hokkaido
Aomori Prefecture
Iwate Prefecture
Miyagi Prefecture
Akita Prefecture
Yamagata Prefecture
Fukushima Prefecture
Ibaraki Prefecture
Tochigi Prefecture
Gunma Prefecture
Saitama Prefecture
Chiba Prefecture
Tokyo
Kanagawa Prefecture
Niigata Prefecture
Toyama Prefecture
Ishikawa Prefecture
Fukui Prefecture
Yamanashi Prefecture
Nagano Prefecture
Gifu Prefecture
Shizuoka Prefecture
Aichi Prefecture
Mie Prefecture
Shiga Prefecture
Kyoto Prefecture
Osaka Prefecture
Hyogo Prefecture
Nara Prefecture
Wakayama Prefecture
Tottori Prefecture
Shimane Prefecture
Okayama Prefecture
Hiroshima Prefecture
Yamaguchi Prefecture
Tokushima Prefecture
Kagawa Prefecture
Ehime Prefecture
Kochi Prefecture
Fukuoka Prefecture
Saga Prefecture
Nagasaki Prefecture
Kumamoto Prefecture
Oita Prefecture
Miyazaki Prefecture
Kagoshima Prefecture
Okinawa Prefecture

Taiwan

South
Korea

Hong
Kong

China

USA

EuropeSingapore

ThailandAustralia

Other

Notes:
1.

Based on "Accommodation Survey" issued by the Japan Tourism Agency, Ministry of Land, Infrastructure,

Transport and Tourism.
2.

"Foreigners" refer to those people not having a home address in Japan.

3.

Europe refers to three countries: Germany, the United Kingdom and France.

4.

The figures were obtained prior to the incorporation of annual statistics on new and obsolete facilities.

finalized values may show some changes.

- 37 -- 37 -

The

(2) Numbers of Tourists and Their Nationalities
The number of foreign tourists visiting Japan in 2008 reached 8.35 million (0.05% up
from the preceding year), thereby achieving a record high despite adverse effects of thebusiness recession caused by the worldwide financial crisis and the rapid appreciationof the yen during the latter half of the year.
The statistics compiled by region show that Asia accounts for 6.15 million visitors or
73.7%, followed by North America at 970,000 (11.6%), Europe at 890,000 (10.6%), andOceania at 280,000 (3.3%).

Percentages of foreign tourists to Japan by region and nationality fromthe 12 top-ranking economies (2008)

UnitedKingdom

FranceGermany

Other partsof Europe

EuropeAustralia

0.207 million
persons0.148 million
persons

0.126 million
persons

0.406 million
persons0.887 million
persons

0.242 million
persons

South Korea

Canada2.382 million
persons

0.168 million
persons

Total number
8.35 million
personsAsia

USA
0.768 million
persons

Other partsof Asia6.154 million
persons

North
America

Taiwan0.967 million
persons

0.139 million
persons

0.471 million
persons

Singapore

ThailandHong Kong

China

0.168 million
persons0.192 million
persons

0.55 million
persons

1.0 million
persons

Notes:
1.

Inner circle: Total by region
Outer circle: Total by nationality

2.

Prepared by the Japan Tourism Agency basedon documents compiled by the Ministry of Justiceand the Japan National Tourism Organization(JNTO).

- 38 -

2.

Trends in International Conventions

The number of international conferences held in Japan shows that Japan hosted 247
such conferences in 2003, thereby ranking top in Asia, but then dropping to 166
conferences hosted in 2006.

However, the year 2007 saw a dramatic rise to 448

conferences, thereby boosting Japan to second place in Asia (and fifth worldwide).
The conventional statistical standards for international conferences were alleviated in
2007.

However, when checking against the standards for the targets prescribed in the"Tourism Nation Promotion Plan," an estimated 216 international conferences were
held in Japan during 2007.
Section 3
1.

Economic Effects of Travel on Japan

Economic Effects in Fiscal 2007

(1) Travel Consumption Today
The amounts of domestic travel consumption by the Japanese public in fiscal 2007
reached 15.3 trillion yen (down 2.5% from the preceding fiscal year) for overnight trips
with accommodations, and 4.9 trillion yen (up 4.3% from the preceding fiscal year) for
day trips.
In contrast, the amount of travel consumption by foreign visitors to Japan reached 1.5
trillion yen (up 8.7% from the preceding fiscal year before), thereby reflecting more
foreign tourists visiting Japan.
The amount of domestic travel in Japan as the sum of all these forms of travel isestimated at 23.5 trillion yen (down 0.2% from the preceding fiscal year), almost holding
steady from the last fiscal year.

- 39 -

Breakdown of the amount of domestic travel consumption of 23.5 trillion
yen by market

Overseas trips(in Japan)
1.8 trillion yen(7.6%)

Trips by foreign
visitors to Japan
1.5 trillion yen(6.3%)

Day trips
4.9 trillion yen(21.1%)
Trips with lodging
Accommodations
4.9 trillion yen(21.1%)

Note: “National Tourism Survey” issued by the Japan Tourism Agency, Ministry of Land,
Infrastructure, Transport and Tourism.

(2) Economic Effects of Travel on JapanThe direct economic effects of the abovementioned amount of domestic travel
consumption in fiscal 2007 (23.5 trillion yen) on the Japanese economy are estimated at
11.8 trillion yen for the direct effect of inducing added value, and 2.11 million persons
for the effect of inducing employment.
Moreover, the production ripple effects including the indirect effects produced by thistravel consumption are estimated at 53.1 trillion yen (5.6% of the domestic product),while the effect of inducing added value is estimated at 28.5 trillion yen [5.5% of thegross domestic product (nominal GDP)], and the effect of inducing employment at 4.41
million persons (6.9% of all persons employed).
(3) Economic effects of travel on the Japanese economy
Travel consumption in Japan has a direct economic effect on industries related to travel
and tourism, while employees in those industries stimulate household consumption,
thereby producing production ripple effects on wide-ranging domestic industries.

- 40 -

Economic effects by industry (fiscal 2007)
Amount of travel
consumption

Food industry
1.51 trillion yen

Retailindustry
1.47 trillion yen

Agriculture, forestry,
Accommodationand fisheries
industry
0.26 trillion yen 23.5 trillion 3.70 trillion yen

yenTransportationindustry
6.47 trillion yen

Production ripple
effects

Restaurant
industry
2.39 trillion yen

Employmentinducing effects

Travel service, etc.
1.47 trillion yen

Food industry
3.79 trillion yen

Retailindustry
3.79 trillion yen

Agriculture, forestry,
and fisheries
1.21 trillion yen

Accommodationindustry
3.79 trillion yen

Transportationindustry
8.39 trillion yen

Restaurant
industry
2.87 trillion yen

Food industry
164 thousand

Retailindustry
685 thousand

Agriculture, forestry,
and fisheries
459 thousand

4.41 million
workers

53.1 trillion yen

Accommodationindustry
408 thousand

Restaurant
Transportationindustryindustry
411 thousand
468 thousand
Travel service, etc.
171 thousand

Travel service, etc.
1.81 trillion yen

Note: Based on "Survey VII of the Economic Effects of the Travel and Tourism Industry" issued by the Ministry of Land,
Infrastructure, Transport and Tourism.

Section 4
1.

Status of Tourism in Prefectures as Viewed from Accommodation Survey

Number of People Staying at Lodging Accommodations Today(1) Total Number of People Staying at Lodging Accommodations by Prefecture
The total numbers of people staying at lodging facilities by prefecture in 2008 indicatethat Tokyo ranked first with 36.76 million people staying there (12.0%), followed by
Hokkaido accounting for 24.57 million people (8.0%) and third-ranking Osaka
accounting for 16.02 million people (5.2%). These top-three destinations collectively
accounted for about one-fourth of the total.

- 41 -

Total numbers of people staying at lodging facilities by prefecture (2008)
Tokyo
Hokkaido
Osaka Prefecture
Chiba Prefecture
Shizuoka Prefecture
Okinawa Prefecture
Kanagawa Prefecture
Aichi Prefecture
Nagano Prefecture
Kyoto Prefecture
Hyogo Prefecture
Fukuoka Prefecture
Fukushima Prefecture
Miyagi Prefecture
Niigata Prefecture
Tochigi Prefecture
Gunma Prefecture
Mie Prefecture
Hiroshima Prefecture
Kumamoto Prefecture
Kagoshima Prefecture
Ishikawa Prefecture
Oita Prefecture
Nagasaki Prefecture
Yamanashi Prefecture
Iwate Prefecture
Okayama Prefecture
Gifu Prefecture
Yamagata Prefecture
Wakayama Prefecture
Ibaraki Prefecture
Yamaguchi Prefecture
Saitama Prefecture
Akita Prefecture
Aomori Prefecture
Shiga Prefecture
Toyama Prefecture
Miyazaki Prefecture
Ehime Prefecture
Kagawa Prefecture
Fukui Prefecture
Saga Prefecture
Kochi Prefecture
Shimane Prefecture
Tottori Prefecture
Tokushima Prefecture
Nara Prefecture

Notes:
1.

(x 10,000 person-nights)

Based on " Accommodation Survey " issued by the Japan Tourism Agency, Ministry of Land,

Infrastructure, Transport and Tourism.
2.

These are figures obtained prior to the incorporation of annual data on new and obsolete facilities,

and the finalized values may show slight changes.

Section 5

Trends in Global Tourism

The World Tourism Organization (UNWTO) estimates the total number of tourists fromabroad received in all countries in 2007 at 903.29 million (up 6.6% from the precedingyear) and the total amount of revenue from international tourism in all countries at 856
billion US dollars (15.4% up from the preceding year), thereby reflecting a dramatic riseas a continuation of the preceding year and marking a record high.
Particularly notable is the Asia-Pacific region. Although it accounts for a smaller
share than the European region, this region has received more tourists from overseas- 42 -(up 10.4% from the preceding year), largely surpassing the average of the entire world(up 6.6% from the preceding year), and that of the European region (up 4.8% from thepreceding year).

During the past several years, this region has become a more popular

destination of international sightseeing trips.

Therefore, this affords Japan a good

opportunity to make itself a tourism nation by attracting international tourists visitingneighboring countries.

Chapter 2

Developing Internationally Competitive and Attractive Sightseeing Spots

Section 1

Developing Internationally Competitive and Attractive Sightseeing Spots

1.

Securing high-quality service by taking advantage of a sightseeing spot’s

characteristics in collaboration with local governments, tourism agencies and otherstakeholders(1) The aim was to collaborate with a wide range of local stakeholders and promote thedevelopment of sightseeing areas that allow people to enjoy sightseeing with anovernight stay of at least two nights.

As per the "Act concerning Promoting the Visitand Stay of Sightseeing Tourists by Arranging Sightseeing Zones" established on May
16, 2008, sightseeing zone development plans for 16 regions were approved in fiscal
2008, along with implementation of the "sightseeing zone development subsidy
program" designed to assist the efforts of private organizations in a one-unit andcomprehensive manner, and the selection of 14 regions as targets.

- 43 -

Prolonged stay of tourists through sightseeing zone development

Image of sightseeing zone development
Enhancing sightseeing
guidance and providing
information

Promoting the use ofsightseeing resources- Developing sightseeing
products based on
attractive sightseeing
resources

Enhancing experience,exchange, and food menus- Holding early morning and evening
events- Developing food menus specific toparticular regions-Introducing proposal-typesightseeing guidance- Enhancing guidance signs

Main supporting menus of the central
government for efforts made in collaboration
with regional communities●Supporting the efforts of regional communities working to enhance thebudget (subsidy for sightseeing zone development expenses), government
investments and loans.
Accommodations, sightseeing resources, transportation and moving, guidance,
the provision of information, and other services⇒Satisfying tourists more by reactivating the efforts of regional communities
toward creating sightseeing zones that let people comfortably enjoy a stay ofat least two nights and three days
● Collaboration with facilities
Collaborating with, and being considerate of, sightseeing zone development
programs through the development of scenic spots, preparing guidance signs,
and other projects in social capital enhancement⇒ Increasing the comprehensive appeal of the entire sightseeing spot
including its facilities

Town DCity B
Increasing transportation
comfortExcursion

City A- Introducing excursion farecoupons- Planting trees along roads

Excursion

Stay promotion
regionExcursion

Ｃ町

Creating an environment that allows
people to enjoy leisurely walks- Developing routes (in collaboration
with facilities) and enhancing
guidance devices for comfortabletown walking● Exceptions to the Act for Reactivating Agricultural and Fishery
Villages
Regarding the development of exchange facilities in agricultural andfishery villages in a sightseeing zone, it is possible to grant a
subsidy for supporting projects for reactivating agricultural andfishery villages.
⇒ Enhancing stay menus that let tourists enjoy their stay throughexperience and exchange in agricultural and fishery villages● Exceptions to the Travel Agency Act
Exceptions for the travel agency though hotels and inns
⇒ These enable the sale of arrival-type travel products to guests
staying at hotels, thereby expanding the stays of guests.

Supporting efforts based on
the needs of tourists
Enhancing menus related to an
exchange of agricultural/fisheryexperiences- Developing facilities for theexchange of experiences- Developing agricultural experience
programs

Effects
Making accommodations more attractive- Separating lodging service
from food service- Introducing common
bathing tickets- Sale of landing-type travel
products to guests staying
at hotels

Developing sightseeing spots that are internationallycompetitive and attractive↓
Expanding stays lasting more than two nights andthree days by domestic and overseas tourists↓
Reactivating the regional economy(2) A "sightseeing region producer" model program is implemented. This program
consists of training and selecting personnel capable of planning, deploying andotherwise arranging efforts to build up a sightseeing region, thereby bringing the effects
of attracting customers back to the regional community, thereby building a bridge to theregional community.
(3) Advice concerning the creation of sightseeing towns is given by the "Sightseeing
Town Creation Advisory Conference" comprised of sightseeing VIPs, knowledgeable
persons, travel agencies, and other stakeholders for each regional bloc.
2.

Developing lodging facilities, food facilities, guidance facilities, and othertravel-related and public facilities(1) Public loans and tax incentives are provided to help develop hotels and inns.
- 44 -

(2) A town creation subsidy was provided to assist diverse projects ranging from thoserelated to facilities to those related to services.
(3) The programs deployed include the creation of towns with personality, the repair of
housing and other facilities in appearance, the burying of cables underground, and thedevelopment of roads, parks and other district facilities, important scenic structuresand other town environmental components, roads with consideration given to theappearance of towns, and other travel-related and public facilities.

Section 2

Developing Attractive Sightseeing Spots Based on Regional Community

Characteristics by Using Sightseeing Resources
1.

Efforts are being made to protect national treasures, important cultural assets andother cultural assets, along with the world's cultural heritage sites, and to promote thenational trust campaign.
2.

Efforts include preservation of the historic climate in Kyoto and other old capitals,

the development of state-run historic parks at the Asuka and Heijokyu ruins, theHeijokyo ruins zone and other national parks, and the protection, cultivation anddevelopment of sightseeing resources related to a historic background.
3.

Efforts include the protection, cultivation and development of sightseeing resources

related to national and quasi-national parks, world natural heritage sites, and othernatural scenic spots.
4.

Efforts include support for efforts centering on the preservation and use ofimportant scenic structures and trees as per the Scenic Spots Act throughcomprehensive support programs for developing scenic spots, along with the protection,cultivation and development of other sightseeing resources related to good scenic spots.
5.

Efforts under way include the protection, cultivation and development ofsightseeing resources related to hot springs, as well as other aspects of culture andindustry.
Section 3

Comprehensive Development of Transportation Facilities Necessary forProtecting the Visit of Sightseeing Tourists- 45 -

Efforts under way include further developing Narita International Airport, other meansof international transport, Shinkansen, super expressways, and other facilities.
Moreover, to promote tourism in regional communities and for other purposes, suchdiscounts as a 50% all-day discount (with the upper limit being 1,000 yen) are being
offered on holidays in local areas for super expressway fares.

Chapter 3

Training Personnel to Contribute to Making the Sightseeing Industry
Internationally Competitive and Promoting Tourism

Section 1
1.

Making the Sightseeing Industry Internationally Competitive

To promote the spread and establishment of management that emphasizes

customer satisfaction within the sightseeing industry, a survey was conducted to gauge
the satisfaction of domestic tourists by investigating their psychological states before,
during, and after their trips.
2.

The findings were then tabulated and analyzed.

To make the sightseeing industry internationally competitive, six demonstrative

programs were adopted, including the expansion of off-season guest cabin distribution
and the standardization of notification formats for preserving information about lodging
facilities.

Challenges to be addressed in spreading and disseminating the know-how

about such matters were then identified and the problems organized.
Section 2
1.

Training Personnel to Help Promote Tourism

Enhancing Higher Learning to Help Make Sightseeing Spots and the Sightseeing

Industry More Internationally Competitive(1) Enhancing Higher Learning Institutions through Collaboration of Industry,
Academia, and Government
In training tourism workers, the "Curriculum Working Group" was established in
November 2008 to confirm the need to provide tourism management education, and toanalyze and consider the curricula of existing tourism-related colleges.
- 46 -

April 2008 saw tourism-related faculties and departments at Wakayama University,
University of the Ryukyus, North Asia University, Osaka Gakuin University, Kobe
Kaisei College, Kurashiki University of Science and the Arts, and other institutions ofhigher learning.

This increased the enrollment limit of tourism-related faculties anddepartments to 4,800 students (at 39 colleges).

In fact, there has been an increase of

2,232 students over the past five years. Moreover, there were 11,753 students in the
168 travel-related departments of vocational colleges as of May 2008.
2.

Increasing the Knowledge and Abilities of Tourism Workers(1) Stepping up Tourism Management
To train personnel in the business management of hotels, inns and other establishments,
and in regional management, efforts are under way to support the development ofprograms for training executives and develop programs for training experts inmanaging scenic spots.
Moreover, a study was conducted on the institutions, mechanisms and other factors that
may enhance the abilities of workers at hotels and inns. Seminars were also conducted
for tourism workers in 10 cities nationwide that are enthusiastic about receiving foreign
travelers visiting Japan, while a manual was prepared incorporating case studies offoreign travelers visiting Japan and other information.
(2) Holding a Tourism VIP Seminar
A "Tourism VIP Seminar" was held in eight regions.

This seminar is intended to train

personnel in charge of promoting regional tourism.

3.

Promoting the Dissemination of Cultural/Historic Knowledge and Other Matters

Peculiar to the Regional Community
The "Symposium for Training Personnel for Creating Sightseeing Regions" held in June
presented case studies of volunteer guide activities conducted by local students.
same time, model programs were implemented in four regions: Matsumae-cho- 47 -At the(Hokkaido), Hachinohe-shi (Aomori Prefecture), Kohoku-cho (Shiga Prefecture), andKagoshima-shi (Kagoshima Prefecture).

In so doing, efforts were made to enhance

education in the schools regarding the culture, history and other matters peculiar to theregional community.

Chapter 4

Promoting International Tourism

Section 1

Promoting the Visit of Foreign Tourists

1.

The logo "Yokoso! Japan"

Emphasized and Effective Dissemination of Japan’s Appeal as a Set of Sightseeing

Spots(1) Overseas Dissemination of Japan’s Appeal as a Set of Sightseeing Spots
1) Outline of the "Visit Japan Campaign"
To promote mutual understanding through interpersonal exchange completes the
diplomacy between nations, thereby significantly contributing to security.

Moreover,in response to our declining birthrate and rapidly aging society with fewer children, as
well as the economic development of neighboring countries, it is necessary to promoteexchange through tourism, contribute to regional reactivation, and boost domestic
business by receiving foreign tourists.
Based on these considerations, since 2003 we have been disseminating Japan’s appeal
as a set of sightseeing spots under the logo and catchphrase "Yokoso! Japan," as well as
promoting efforts of the Visit Japan Campaign in supporting the preparation of
attractive travel products for visitors to Japan in collaboration with the government andgeneral public.

The number of foreign travelers visiting Japan, which totaled 5.21

million in 2003, jumped to 8,351,000 in 2008.
2) Visit Japan Campaign program
The 12 economies from which most foreign tourists visit Japan (South Korea, Taiwan,
China, Hong Kong, Thailand, Singapore, USA, Canada, United Kingdom, Germany,
France, and Australia) are designated important markets. Moreover, based on the- 48 -

characteristics of these markets, these important
markets are provided with enterprises for promoting
visits to Japan by their citizens.
In fiscal 2007, India, Russia and Malaysia were
designated promising newly emerging markets following
the important markets noted above.

Strategic market

research was then conducted to facilitate efforts toward
effective promotion.

Japan Pavilion at the Travel Trade Fair
in Singapore (NATAS)

Programs to promote the visit of foreign tourists to Japan include inviting overseas
mass media reporters to Japan, supporting their research, promoting publicity andadvertising through TVCM overseas and other media, disseminating information on
Websites, and displaying exhibits at travel exhibitions and other occasions overseas,
thereby increasing popular interest in Japan as a sightseeing destination and fueling
popular demand for visits to Japan. At the same time, efforts should include inviting
overseas travel agencies to Japan and holding business talks, thereby preparing andsupporting the sales of attractive travel products for visitors to Japan, and attracting
educational trips to Japan in order to expand the exchange among young people.
(2) Collaborating with the Japan Brand Strategy
According to the "Intellectual Property Promotion Plan 2008" (announced on June 18,
2008, and formulated by Intellectual Property Strategy Headquarters), industries
related to content, food, fashion and design were positioned as "soft power industries."
To proceed with the promotion and overseas deployment of these industries, the "Japan
Brand Strategy" (tentative name) was drafted in March 2009.

That strategy seeks tostep up collaboration and other efforts with the Visit Japan Campaign.
(3) Efforts to Promote Tourism with the Hokkaido Toya Lake Summit as the Turning
Point
The "Hokkaido Toya Lake Summit" was held July 7-9, 2008.

With that event as theturning point, efforts were then made to establish the Hokkaido brand, improve thetreatment of visitors, and disseminate appropriate information in an attempt topromote tourism.

- 49 -

(4) Disseminating Information and Other Activities by the Japan National Tourism
Organization (JNTO)
The Japan National Tourism Organization (JNTO) has 13 overseas offices.

It engages

in wide-ranging activities including public relations and publicity regarding Japan’s
appeal as a set of sightseeing spots, preparation and support for the sales of travel
products by local travel agencies to foreign visitors, and consultations for local
governments and private corporations in Japan that engage in overseas sales.

The

organization’s main mission is to contribute to the Visit Japan Campaign and conduct
vigorous activities toward increasing the number of foreign tourists to Japan.

It alsoruns a portal Website that provides travel information in nine languages on visiting
Japan.
(5) Disseminating the Appeal of Regional Communities and Other Activities
The local transport bureaus and other agencies collaborate with local governments to
conduct local collaboration programs for the Visit Japan Campaign.
(6) Other efforts made include promoting sightseeing by using the official residences ofambassadors and consuls general and other establishments, promoting thedissemination of cultural information by artists, intellectuals and other knowledgeable
persons, disseminating information overseas about Japanese foods, foodstuffs and otheritems, disseminating information about pop culture, disseminating and networking
information about Japanese content, and further disseminating information throughinternational broadcasts.
2.

Providing Information about Expenses Required for Domestic Transportation,

Accommodations, and Other Sightseeing Trips(1) Providing Information about Travel Expenses
To dispel the image of Japan as a country of expensive commodities, we compared thecommodity prices between Japan and other countries, prepared an "Affordable Japan"
brochure that presents price information about restaurants, coffee shops, bars,
accommodations and other facilities, and then distributed copies of it overseas.

- 50 -

(2) Promoting Measures for the Operators of Public Transport and Similar
Establishments to Provide Information
As per the "Act for Facilitating Non-Japanese Travel", the operators of public transportand other establishments (249 operators as of April 2008) are conducting programs formeasures to provide information about the sections frequently used by many foreign
tourists in foreign languages.
3.

Promoting the Attracting of International Conferences and Other

International-Scale Events
At meetings attended by bureau managers and persons of similar rank in charge of
expanding the sponsoring and attracting of international conferences, "a program for
expanding international exchange by promoting the sponsoring and attracting ofinternational conferences" was established for this purpose on a national scale.

As aresult, the number of international conferences held in Japan jumped from 166 in 2006
to 448 in 2007, thereby ranking second in Asia (and fifth worldwide).

One reason forthis success is the recent easing of statistical standards for international conferences.
However, according to standards for the targets prescribed in the "Tourism Nation
Promotion Plan," the actual number of international conferences held in Japan in 2007
is estimated at 216.

Active efforts should therefore be continued to attract

international conferences.
4.

Improving Measures concerning Foreign Tourists Leaving and Entering Japan,

Improving Interpreter Guidance Service, and Securing Other Resources for Receiving
Foreign Tourists(1) Speeding up and Facilitating the Visa Issuance Procedure
Efforts are being made to facilitate the issuing of visas to visit Japan, such as by issuingvisas within five working days after application.

Moreover, 62 economies are exempt

from the tourist visa requirement.
China saw about 351,000 group tourist visas issued in 2008, up about 34% from thepreceding year.

Moreover, it was decided that visas would be issued to families of- 51 -

sufficient financial means beginning in March 2008.
Efforts will be continued to further facilitate the issuing of visas and prevent illegal
stays, terrorist attacks, and other unlawful activities.
(2) Speeding up and Smoothening the Exit and Entry Procedures
Efforts were made to ensure the effective use of "advance confirmation (pre-clearance),""secondary examination," the "advance passenger information system (APIS)" and otherfacilities, and to conduct onboard inspections of large inbound passenger ships prior toarrival at port, thereby speeding up and smoothening the exit and entry procedures.
Moreover, the quarantine stations employ thermography and other facilities to screen
tourists entering Japan from countries where victims of bird flu have been reported, in
an attempt to speed up the formalities.
(3) Efforts are being made to arrange tourist information centers for foreign tourists,enhance the tourist guide/interpreter program, deploy more volunteer guides, andconduct other activities.
(4) Promotion is undertaken in response to foreigners visiting museums, national
theaters, national parks, and other facilities.
Section 2
1.

Promoting Mutual International Exchange

Promoting Cooperation with Other National Governments(1) Stepping up Tripartite Exchange of Sightseeing and Cooperation between Japan,
China and South Korea
In June 2008, the third Tourism Ministers Meeting involving China, Japan and South
Korea was held in Busan, South Korea.

The meeting adopted the "Busan Declaration

for Promoting the Exchange of Tourism and Cooperation between Japan, China andSouth Korea" that prescribes the need to promote a tripartite exchange of tourism andsteps up cooperation between Japan, China and South Korea.
(2) Promoting Bilateral Efforts for Exchange of Tourism- 52 -

1) Promoting Exchange of Tourism between Japan and South Korea
In 2008—defined as the "Year of Japan-South Korea Tourism Exchange"—efforts weremade to promote the exchange of tourism through youth exchange programs,
municipality exchange programs, and international tourism expositions, including the"Evening of Exchange in Japan-South Korea Tourism" held in Seoul in April that year.
2) Initiating the Family Tourist Visa Program in China
The number of Chinese tourists using the group visa program for visiting Japan is
growing steadily.

Moreover, in March 2008, family tourist visas were first issued tofamilies with two to four members visiting Japan.
3) Program Commemorating the Year of Japan-France Tourism Exchange
The year 2008 also marked the 150th anniversary of
the Treaty of Amity and Commerce establishedbetween France and Japan.

Positioned as the "Yearof Japan-France Tourism Exchange," 2008 saw active
deployment of the exchange programs between bothnations including the "Opening Seminar for the Yearof Japan-France Tourism Exchange" held in April thatyear, the coauthors of the guidebook to Japan in the

Wraparound ad on a sightseeing bus in Paris

Michelin guide series being invited to Japan in May, and in October the "Seminar for
Promoting the Tourism Regions for the Year of Japan-France Tourism Exchange" being
held in Paris, where Japan’s appeal as a set of sightseeing spots was promoted throughpublic relations.
(2) Japan also cooperated in promoting international tourism by cooperating with theWorld Tourism Organization (UNWTO) and the Organization for Economic
Co-operation and Development (OECD), along with promoting tourism in developing
countries and other regions.

- 53 -

2.

Promoting Interregional Exchange between Japan and Other Nations(1) Promoting Overseas Travel by the Japanese Public
In line with the further deregulation of rules governing international chartered flights(comprehensive travel charter), the way has been paved in order to respond to various
tourist needs, by such means as expanding international chartered flights at local
airports.
(2) Using Sister City and Friendly City Tie-ups
Exchange programs for sister cities and friendly cities are conducted through local
tie-up programs for the Visit Japan Campaign.
3.

Promoting International Exchange among Young People(1) Promoting Educational Trips to Japan
The "National Convention for Promoting Educational Trips to Japan," an organization
run in cooperation with the government and general public, promotes efforts to attract
educational trips to Japan.
(2) Promoting Exchange with Young People Overseas
Young people in other countries are invited to Japan through various exchange
programs.

Particularly notable was the "21st Century East Asia Youth Grand

Exchange Plan," which invited a total of 8,300 young people from East Asian countries
in fiscal 2008.

Chapter 5

Paving the Way for Promoting Sightseeing Trips

Section 1

Facilitating and Smoothening Sightseeing Trips

1.

Promoting the Use of Vacation Days

- 54 -

To promote the use of vacation days, thereby fueling and leveling the demand fordomestic travel, we held the "Committee of Knowledgeable Persons concerning
Promotion of Taking Paid Holidays."

The committee studied the advantages of using

vacation days, prepared a collection of case studies summarizing the efforts of private
corporations concerning the use of vacation days, conducted a demonstrative
experiment that will help create and level the demand for trips taken with infants andtoddlers, compiled a committee proposal, and then proceeded with dissemination
activities through symposiums and seminars held in March 2009.
2.

Alleviating the Concentrated Demand for Sightseeing Trips in Certain Seasons

Efforts are under way to diversify and add flexibility to the vacation days of elementaryand junior high schools, including the setting of holidays that take advantage ofregional characteristics, autumn holidays and the two-semester system, and school
holidays interlinked with regional events and festivities.
The Tourism Industry Association of Japan conducted the "One-week Vacation
Campaign."
3.

Protecting Tourism-related Consumer Profits

In fiscal 2008, travel agencies were instructed to give indications and provide labels
easy for tourists to understand, by such means as indicating fuel surcharges and othertravel prices on ads and in contractual documents.
Moreover, thorough instructions were given regarding the need to ensure safety on
chartered buses and to observe related laws.
4.

Efforts were made to promote public understanding of the significance of tourism bysuch means as implementing "Tourism Week," "Travel Fair 2008," and "JATA World
Travel Exposition 2008."
Section 2
1.

Improving the Treatment of Tourists

Arranging travel-related facilities- 55 -

A demonstrative experiment—the Town Cruising Navigation Project—was conducted in
20 regions nationwide.

This experiment involved spreading and disseminating the"Guidelines for Tourism-reactivating Guidelines," and enhancing the provision of
information to tourists along roads and other means, thereby supporting the travel of
tourists.
2.

Stepping up the presentation of Japanese cuisine and other aspects of life culture,industry, and other aspects of Japan’s long tradition and development of attractive
products that take advantage of Japan’s national or regional characteristics
Regional brands were promoted by such means as conducting the "VJC Contest ofJapanese Attractive Souvenirs 2009."
Section 3 Promoting Convenience for Tourists
1.

Arranging travel-related facilities and other forms of convenience readily accessibleby the elderly, persons with disabilities, foreigners, and other tourists requiring
particular care, and enhancing convenience for them
(1) Efforts were made to promote greater accessibility to travel-related facilities andother forms of convenience to the elderly and persons with disabilities.

A collection ofguides was also drafted to establish tourism based on the concept of universal design inorder to spread and disseminate that concept.
(2) Efforts being made include promoting the introduction of a "bus location system" andother means of enhancing the convenience of buses, expanding the areas of providing
information for the Vehicle Information and Communication System (VICS), andotherwise smoothening road traffic.
2.

Efforts being made include providing an electronic land-based Web system,

introducing a parking lot guidance system that provides information about parking
spaces and vacancy status, and providing other tourism information by using
telecommunications technology.
Section 4

Ensuring Safety on Sightseeing Trips- 56 -

1.

The provision of meteorological information was promoted, along with the reportingof disaster-prone areas, refuge centers, escape routes and other facilities, and theproviding of information about the occurrence of accidents, disasters and other incidents
at sightseeing spots both at home and abroad.
2.

Efforts were made to prevent the occurrence of accidents on sightseeing trips bysuch means as taking safety measures regarding the means of public transport, roadand marine transport, and lodging facilities, and responding to and taking safetymeasures against accidents and incidents overseas.

Section 5

Exploring New Fields of Sightseeing Trips

To support the efforts related to green tourism, eco-tourism and "new tourism" linked
closely to specific communities, travel agencies, knowledgeable persons, and otherspecialists at each transport bureau provided consultation, along with support for
conducting monitor tours.

Manuals and collections of case studies were then preparedto summarize considerations that must be noted in proceeding with thecommercialization of travel products.

"New tourism" was spread and disseminated bysuch means as holding seminars for tourism stakeholders and other personnel.
Section 6

Preserving the Environment and Natural Scenery at Sightseeing Spots

Efforts are under way to preserve the environment of sightseeing spots, promote
enforcement of the Scenic Spots Law, spread and disseminate the basic philosophy,
enhance programs related to outdoor ads at sightseeing spots, and provide support inbuilding communities that take advantage of their history, culture and climate, in orderto preserve the attractive natural scenery of sightseeing spots.
Section 7

Arranging Sightseeing Statistics

For " Accommodation Survey," survey items that determine the average number ofovernight stays per capita were added with the numbers of nights stayed in eachmunicipality being published beginning with the 2008 survey.

It has been decided that,from now on, further efforts will be made by such means as adding survey items that
determine the percentage of occupied guest rooms, while the survey findings will be- 57 -

analyzed with consideration given to their subsequent use.
Moreover, a test survey was conducted in the prefectures of Niigata and Okayama on
statistics about tourists on day trips and other tourists for drafting common criteriathat can be adopted by local public entities, based on the "Principles of Statistics ofTourists Received and Amounts of Tourism Consumption" compiled by the Round-Table
Talks for Arranging Tourism Statistics in fiscal 2008.

These efforts will be continued

in fiscal 2009 by expanding the scope of testing and drafting common criteria toward theimplementation thereof after fiscal 2010.
Moreover, a survey and study are being conducted on the methods of preparation andother matters in order to enable an accurate comparison of the economic effects of
tourism among different nations toward full-scale introduction of the "Tourism Satellite
Account (TSA)" in 2010 now being introduced in various countries.

- 58 -

Sightseeing Measures in Fiscal 2009
Chapter 1

Forming Internationally Competitive and Attractive Sightseeing Spots

Section 1

Forming Internationally Competitive and Attractive Sightseeing Spots

1.

Securing the provision of good service based on the characteristics of sightseeing

spots in collaboration with local public entities, tourism operators and otherstakeholders(1) "Programs concerning the enhancement and improvement of services for theaccommodation of tourists" in different regions that help form sightseeing zones are
positioned as an important field to actively support the preparation of arrival-type
travel products in compliance with the Travel Agency Act.
Excellent case studies are also selected and presented to provide material for creatinginternationally competitive and attractive sightseeing spots.

- 59 -

Table of sightseeing zones (30 regions)Names of sightseeing zones (14regions) certified in fiscal 2009(names of the target municipalities)

Names of sightseeing zones (16regions) certified in fiscal 2008
(names of the target municipalities)

Note: Of which ### and### are under the fiscal
2009 subsidy (29 regions).

Furano Biei Wide Sightseeing Zone

Shiretoko Sightseeing Zone
Sapporo Wide Sightseeing Zone

Date Wide Sightseeing Zone

New Travel in Aomori, Lake Towada Wide Sightseeing Zone

Aizu and Yonezawa Region Sightseeing Zone

Sea of Japan Kira Kira Uetsu Sightseeing Zone

Fukushima Sightseeing Zone with the Tenderness and Warmth of Nature

Nikko Sightseeing Zone
Toyama Bay, Kurobe Canyon, Etchu Niikawa Sightseeing Zone

Mito Hitachi Sightseeing Zone -- Your Sky and Earth

Noto Peninsula Sightseeing Zone

Yukiguni Sightseeing Zone

Fukui Sakai Wide Sightseeing Zone

Minami Boso Region Sightseeing Zone

Lake Biwa, Omiji Sightseeing Zone

Mt. Fuji and Fuji Five Lakes Sightseeing Zone
Ise Shima Region Sightseeing Zone

Lake Hamana Sightseeing Zone

Kyoto Prefecture Tango Sightseeing Zone
Sightseeing Zone of Healing and Resuscitation with Sanctuary Kumano as Its Core

Shimanto and Ashizuri Area (Hata District) Sightseeing Zone

Awaji Island Sightseeing Zone
Nishi Awa Sightseeing Zone

Unzen Amakusa Sightseeing Zone
San'in Cultural Sightseeing Zone

Hirato, Sasebo, Saikai Long Stay Sightseeing Zone

Hiroshima, Miyajima, and Iwakuni Region Sightseeing Zone
New East Kyushu Sightseeing Zone
Shiretoko Sightseeing Zone Aso Kuju Sightseeing Zone

- 60 - 60 -(2) The "program for supporting wide-range comprehensive sightseeing
customer-attracting service" is conducted to support community-wide efforts that use
the community's characteristic industries and other resources as sightseeing andcustomer-attracting resources.
(3) For the districts specifically designated for structural reforms and regional renewal,
efforts for promoting tourism are given active support and advice.
2.

Arranging lodging facilities, food facilities, guidance facilities, and othertravel-related facilities and public facilities(1) The Japan Finance Corporation (in charge of affairs designed for the general public)
and the Okinawa Development Finance Corporation take measures allowing the
granting of loans at low interest rates for plant investments made by hotel owners inthe stay promotion district as per the sightseeing zone development plan approved by
the Minister of Land, Infrastructure, Transport and Tourism.
(2) A new plan for eliminating electric poles (fiscal 2009-2014) will be drafted toconcentrate efforts on eliminating electric poles in districts where it is urgently
necessary to preserve the trunk roads and historic streets in cities.
Section 2

Forming Sightseeing Spots Based on Regional Characteristics by Using

Sightseeing Resources
1.

Protecting, cultivating and developing sightseeing resources related to cultural

assets
Efforts are being made to promote the preservation and use of cultural assets, andsupport the national trust campaign.
2.

Protecting, cultivating and developing sightseeing resources concerning places withexcellent natural scenery
Efforts will be made to promote awareness of environmental protection, protect and use
national and quasi-national parks, and properly preserve and control areas with world
natural heritage sites.
3.

Protecting, cultivating and developing sightseeing resources concerning hot springs,- 61 -

other cultural aspects, industry, and other aspects
A "survey for promoting regional renewal for island building" will be conducted in an
attempt to use regional traditional performing arts and entertainment, and promote
tourism on isolated islands.
Section 3

Comprehensively arranging transportation facilities necessary forpromoting visits by tourists
Efforts will be made to arrange international key airports, super expressways, andother transportation facilities.

Moreover, efforts will be made to expand the"comprehensive program for reactivating and renewing regional public transportation"and promote the creative voluntary efforts of regional communities.

Chapter 2Training Personnel to Help Make the Sightseeing Industry InternationallyCompetitive and to Promote Tourism

Section 1

Making the Sightseeing Industry Internationally Competitive

Efforts to be made include a survey of the satisfaction of guests staying at lodging
facilities in order to spread and establish management practices that emphasize
customer satisfaction in the accommodations industry, while conducting ademonstrative program for increasing the availability of guest rooms and making tasks
common and more efficient, and to increase the productivity of the sightseeing industry
and its international competitiveness.
Section 2

Training Personnel To Help Promote Tourism

Efforts to be made include implementing a model program based on the "draft
curriculum for training personnel in charge of tourism management" and a study of theway working people ought to be educated.

Moreover, a study will be conducted toreview matching schedules and other programs concerning the internship model
program, expand the number of participating corporations and colleges, and consider
highly educational internships including "long-term internships."
made to increase the knowledge and abilities of tourism workers.

- 62 -

Efforts will also beChapter 3

Promoting International Tourism

Section 1

Promoting the Visit of Foreign Tourists

1.

Disseminating Japan’s Appeal as a Set of Sightseeing Spots with Emphasis andEffect(1) In 2010, efforts will continue being made to enhance the Visit Japan Campaign
toward the goal of increasing the number of foreign tourists visiting Japan to 10 million.
Specific efforts include increasing the satisfaction of foreign tourists visiting Japan toensure that they later revisit Japan, further increasing Japan’s appeal through the"Visit Japan Upgrade Project" with consideration given to post-2010 affairs, andincreasing tourist convenience by such means as enabling and expanding the use of IC
transportation passes and other devices in other countries.
(2) As per the "Japan brand strategy" (March 10, 2009), food culture, fashion, content,
traditional culture, and other assets will be established in a cross-departmental manneras the Japanese brand and disseminated to the world.

Toward that goal, efforts will bemade in collaboration with the government and general public, by such means as
collaborating with the Visit Japan Campaign.
(3) The Japan National Tourism Organization (JNTO) will introduce other regional
attractions, present multi-language versions of map information urgently needed by
tourists, and provide route guidance functions that use the means of transport andother facilities during travel, thereby providing further support for tourists who wish towalk around without being accompanied by a guide.
(4) Information about things Japanese will be disseminated more vigorously by suchmeans as international broadcasts.
2.

Promoting the Attracting of International Conferences and Other International

EventsIn fiscal 2009, personnel will be trained for upgrading to international levels as
pertaining to attracting activities and other activities, drafting models for estimating
economic effects, and building a database.
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Efforts made thus far have centered on attracting, promoting and holding international
conferences.

In response to the proposal made at the 13th Tourism Nation Promotion

Strategic Conference held on March 13, 2009, measures to be taken from now will cover
not only international conferences but also exhibitions, trade fairs, incentives, and other
MICE (*) in general. To promote these measures, a "Meeting on MICE-promoting
Measures to Expand International Exchange" will be launched to discuss measuresdesigned to make Japan more competitive in the various MICE fields and draft a
mid-to-long-term strategy.
* What is MICE?: This stands for Meetings of corporations and organizations, Incentive(travel) conducted by corporations for remuneration and training, Conventions on aninternational level, and Events/Exhibitions.
3.

Improving the measures regarding the exit and entry of foreign tourists, improving

guide/interpreter service, and ensuring other resources for receiving foreign tourists(1) Access to international regular flights at regional airports and attracting chartered
flights, along with other activities, are becoming more active.

In response to that trend,

efforts will be made to shorten the examination times at arrival by such means as"advance confirmation (pre-clearance)," "secondary examination," and the "advancepassenger information system (APIS)."Moreover, large inbound passenger ships are

subject to onboard inspections before arrival at the nearest port to step up efforts tocurtail the waiting time for landing examination at the port of arrival.
(2) Based on an exchange of opinions at the "Round-Table Talks about How Certified
Guides/Interpreters Ought to Be," meetings will be held in the presence ofknowledgeable persons to consider the way certified guides/interpreters ought to be.
Section 2
1.

Promoting Mutual International Exchange

Promoting Cooperation with Other National Governments(1) In October 2009, the fourth meeting of the Japanese, Chinese and South Korean
ministers of tourism is scheduled to be held in central Japan.

Efforts will be continued

to step up efforts for a tripartite exchange of tourism and greater cooperation between
Japan, China and South Korea.
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(2) Fiscal 2009 will be positioned as the year of tourism exchange with Hong Kong, andefforts will be made to expand mutual exchange in cooperation with Hong Kong’s state
tourism commission.

In addition to use of the existing framework for bilateral

discussions, such opportunities as the "Year of Japan-Danube Exchange" and "Year ofJapan-Mekong Exchange" will also be used to promote bilateral tourism exchange. In
June 2009, a meeting (AABFV) is scheduled to be held in the Republic of Uganda forwide-ranging discussions on measures to promote tourism in Africa between
governmental and private representatives in the tourism field in Asia and Africa.
(3) It was decided that the sixth APEC meeting of tourism ministers will be held inJapan in 2010.

In response to that decision, full-scale efforts will be made to sponsor

the meeting.
Since the year 2009 is also the Year of Japan-Mekong Exchange, efforts will be
continued to cooperate in holding workshops and other events to be held by the Japan
ASEAN Center for developing sustainable tourism in countries located along the
Mekong River.
2.

Promoting Inter-regional Exchange between Japan and Other Nations"Concerning the Outbound Measures for the Time Being" was compiled in December
2008 based on three pillars: "efforts toward facilitating the overseas travel of people,""measures designed for young people," and "promoting two-way tourism in collaboration
with the Visit World Campaign (VWC) programs and other operations."

Based onthose pillars, the challenges to be addressed through collaboration between thegovernment and general public will be addressed in collaboration with the stakeholders.

Chapter 4

Paving the Way for Promoting Tourism

Section 1

Facilitating and Smoothening Sightseeing Trips1.

For the purpose of reactivating the regional economy by creating and leveling thedemand for domestic travel, results of the fiscal 2008 findings and other results will be
used to promote and spread the use of vacation days, and pave the way for family trips
and other forms of travel.

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2.

Regarding efforts for promoting domestic trips, stakeholders will hold a "liaison

conference on promoting domestic sightseeing trips" as an opportunity for sharing
information among stakeholders to promote the synergic effects of collaboration.
Section 2

Ensuring Safety on Sightseeing Trips

To publish warnings segmented by municipality beginning in fiscal 2010, thearrangement of necessary systems and software will be promoted.

And to prevent andalleviate the effects of disasters due to strong local winds, lightning and short-time
heavy rainfall, the arrangement of necessary systems will be promoted to start
providing short-time prediction information about strong winds from fiscal 2010
onward.
Section 3

Exploring New Fields of Sightseeing Trips

Eco-tourism, industrial tourism and other new forms of tourism will be promoted.
Section 4 Preserving the Environment and Natural Scenery of Sightseeing Spots1.

To preserve the environment by such means as controlling garbage scattered atsightseeing spots, and for other purposes as well, the 3 R's (reduce, reuse and recycle) ofwaste and the arrangement of waste disposal facilities will be promoted.
2.

Efforts to build "regional circulation zones" in tourism will also be promoted.

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