White Paper on Tourism in Japan, 2023 (Summary)Japan Tourism Agency
June 2023

Outline of the 2023 White Paper on Tourism in Japan
The White Paper on Tourism is submitted to the Diet every year based on Article 8 of the Tourism Nation Promotion Basic Law.
It consists of the following three parts.

Part I: 2022 Tourism Trends
Chapter 1 Global Tourism Trends
Chapter 2 Tourism Trends in Japan
Chapter 3 Creating Sustainable Tourism Regions - Realizing a virtuous cycle to facilitate earning power attourist destinations and by tourism industries - (Main topic)
1. Movement toward the recovery of tourism from the Covid-19 pandemic, and the need for growth inregions and industries that have earning power.
2. Current conditions and issues of earning power in the tourism sector
3. The virtuous cycle of regional revitalization using earning power at tourist destinations

Part II: Measures Taken in FY2022 / Part III: Measures to be Taken in FY2023
Chapter 1 The Sustainable Revitalization of a Tourism-Oriented Country
Chapter 2 Measures for Developing Japan as a Tourism-oriented Nation

1

[ Part Ⅰ]

Tourism Trends

Chapter 1 Global Tourism Trends; Chapter 2 Tourism Trends in Japan◯ Global Tourism Trends････････････････・･･・･･・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 3◯ Tourism Trends in Japan(intl. tourist arrivals)････････････････・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 4◯ Tourism Trends in Japan････････････････・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 5(tourism consumption by intl. visitors / outbound)◯ Tourism Trends in Japan (domestic travel)◯ Tourism Trends in Japan (overnight travel)･････････････････・・・・・・・・・・・・・・・・・・・・・・・・・・ 6･･････････････････・・・・・・・・・・・・・・・・・・・・・・・・・ 7◯ Tourism Trends in Japan (situation of tourism businesses) ・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 82[Part Ⅰ] Global Tourism Trends◯ In the ranking of Intl. Tourist Arrivals by Country/Region, Japan (0.25 mill. arrivals) did not rank in the top group in
2021. Japan, with 4.12 mill. arrivals in 2020, dropped from 21st in the world (5th in Asia).
◯ According to the World Tourism Organization (UNWTO), the intl. tourist arrivals in 2022 were 917 mill.
This was an increase of 462 mill. arrivals, a year-on-year increase of 101.5%; however, it was 37.4% below the 2019
figure. Travel restrictions due to the Covid-19 pandemic caused a drop in travel demand. Tourist arrivals bottomed out
in 2020. Since then, tourism demand has been recovering.
(Figure I-2) Ranking of intl. tourist arrivals by country/region (2021)

Source: Prepared by the Japan Tourism Agency (JTA) based on data published by the UNWTO.
Note 1: Intl. tourist arrivals are calculated and published based on different statistical standards by country/region. Therefore,
their comparison requires special attention.
(For example, intl. crew arrivals are included in the intl. tourist arrivals for France, Italy and some other countries/regions.)
Note 2: The figure above is based on provisional data, as of Jan. 2023.
Note 3: The 2021 data for China, Russia, the Czech Republic, Egypt, Ireland, Sweden, and Tunisia have not yet been
published. However, due to the impact of the Covid-19 pandemic, they are expected to be significantly lower than those of2019 or earlier years. Therefore, the 2021 data are not substituted by data for previous years.
Note 4: Intl. tourist arrivals are the number of intl. visitors who stayed in the country/region at least one night, except forJapan and Ukraine.
Note 5: The green bars in the graph show Asian countries/regions.
Note 6: Since intl. tourist arrivals may be published or updated repeatedly, the rankings may change depending on what data
are adopted.

(Figure I-5) Trends of global intl. tourist arrivals

Source: Prepared by the JTA based on data published by the UNWTO

3

[ Part Ⅰ] Tourism Trends in Japan (intl. tourist arrivals)◯ Intl. tourist arrivals in Japan for 2022 increased significantly due to the reopening to intl. tourists in June, followed by the removal of the cap on the number ofvisitors in October, the lifting of the ban on individual travel, the lifting of the ban on visa-free travel, and other significant easing of border control measures. Intl.
tourist arrivals in Japan recovered to 54.2% in Dec. 2022 over the same month in 2019, and annual arrivals totaled about 3.83 mill. (a decrease of
88.0% over 2019).
〇 April 2023 recorded the most monthly intl. tourist arrivals since October 2022 (1.949 mill. arrivals, or 66.6% over the same month in 2019).

(Figure I-8) Trends of annual intl. tourist arrivals(Figure I-9) Breakdown of intl. tourist arrivals
by country/region (2022)

Other
336 thou.
（8.8％）
5 major European countries
196 thou. （5.1％）

Latest monthly intl. tourist arrivals in Japan（people）

Intl. tourist arrivals

2500000

66.6%% over the same month in 2019
65.8%
56.7%
54.2%
55.7%

0.7

0.6
1,949,100
1,817,500
0.52000000

1,497,472
38.3%
1,475,455
1,370,114

1500000

1000000

20.0%

6.7%

5000000.1

Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr.

2022

0.4

0.2

9.1%498,646

0

2022年

Asia 2.791 mill.（72.8%）
Of which East Asia 1.802 mill. （47.0%）
Of which Southeast Asia 935 thou. （24.4%）

0.3

934,5994.8%
5.3% 4.2% 4.8%
0.7% 0.6% 2.4%
206,641
66,121 139,548 120,430
147,046 144,578169,902
17,766 16,719
Jan. Feb. Mar. Apr. May Jun.

North America Total
379 thou.
（9.9％） 3.832 mill.

2023年

0

2023

Source: Prepared by the JTA based on data provided by the Japan National Tourism Organization(Unit：people）
Source: Prepared by the JTA based on data provided by the Japan National Tourism Organization
Note 1: Numbers in parentheses are each figure as a share of all intl. tourist arrivals in Japan.
Note 2: "Other" includes countries and regions in Asia and Europe that are not specified in the figure.
Note 3: Totals may differ due to rounding.

4[ Part Ⅰ] Tourism Trends in Japan (tourism consumption by intl. tourists / outbound)◯ The estimated intl. tourist consumption for 2022 was 898.7 bill. yen (81.3% below 2019). Because of the dramatic easing of border control
measures in October 2022, the period from Oct.-Dec. 2022 saw a recovery to about 50% of the same period for 2019, and the period from
Jan.-Mar. 2023 saw a recovery to about 90% of the same period for 2019.
◯ Japanese outbound travelers in 2022 numbered 2.77 mill. people (86.2% below 2019). In Dec. 2022, outbound travelers saw a recovery toabout 25% of the same month in 2019, and in Apr. 2023, to about 34% of the same month in 2019.
(Figure I-17) Trends in Japanese outbound travelers(Figure I-11) Trends in tourism consumption by intl. travelers(10 thou. people)（100 mill. yen）

60000
50000

44,162 45,189

40000

34,771

48,13537,476

30000
20000

20,278
14,167(Estimate)(Estimate)

7,446

10000

(Estimate)

8,987

1,208

0

2013年 2014年 2015年 2016年 2017年 2018年 2019年 2020年 2021年 2022年

Trends in tourism consumption by intl. travelers (quarterly)（100 mill. yen）
12000

Consumption

88%

10000
10,14650%

Trends in Japanese outbound travelers (monthly)

0.9

0.7
0.6

6000

0.5
5,949

4000

0.4

14%

8%

0.2
0.1

1,640

1,047

Jan.-Mar. Quarter Apr.-Jun. Quarter Jul.-Sep. Quarter Oct.-Dec. Quarter Jan.-Mar. Quarter
Estimate

Estimate

2022

Estimate

Japanese overseas travelers（people）% over the same month in 2019

800000

35.0%

33.6%
0.35

30.5%

18.2%

16.8%

21.

0.25

443,105…

432,193

4000000.2

379,1962023
300000

7.8%
5.2%

9.3%

349,557
386,412319,165
277,945

11.3%

0.15

0.1

171,529

3.1% 3.7%

134,013129,168

10000074,9820560,200 0.3

537,705

23.1%

18.3%

500000200000694,29325.2%

6000000

Source: International Visitor Survey (JTA)
Note 1: Comparisons between 2017 and pre-2017 data and 2018 and later data need special attention, because until 2017, the survey focused
mainly on travelers using airports; however, in light of the rapid increase in the number of cruise travelers, who tend to stay for shorter
periods, the scope of the survey was expanded in 2018 to cover cruise travelers.
Note 2: Comparisons of pre-pandemic data (2018 and before 2018) and post-pandemic data (2019 and later) require special attention. Due tothe Covid-19 pandemic, the surveys were suspended for the periods from Apr.-June 2020 through July-Sep. 2021. Consequently,
annual estimates for 2020 and 2021 use the results from one quarter.
Note 3: Due to the impact of the Covid-19 pandemic, estimates of tourism consumption were published for the periods from Jan.-Mar.,
Apr.-June, and July-Sep. for 2022. Therefore, it should be noted that the annual values are also estimates.

0.4

36.0%

700000

0.3

3%
352

0

1

0.8

8000

2000

(Year)% over the same period in 2019

Jan.

2022

0.05

70,67846,932
Feb.

Mar.

Apr.

May

Jun.

Jul.

Aug.

Sep.

Oct.

Nov.

Dec.

Jan.

Feb.

Mar.

Apr.

0

2023

Source: Prepared by the JTA based on data provided by the Japan National Tourism Organization

5

[ Part Ⅰ] Tourism Trends in Japan (domestic travel)◯ In 2022, the total domestic guest nights of Japanese numbered 232.47 mill. (25.4% below 2019), and the total domestic one-day
trips numbered 185.39 mill. (32.7% below 2019).
◯ Japanese domestic tourism consumption in 2022 was 17.2 trill. yen (21.6% below 2019). Of this, domestic overnight tourism
consumption accounted for 13.8 trill. yen (21.6% below 2019).
◯ Total tourism consumption in Japan was 18.7 trill. yen (33.2% below 2019).
(Figure I-20) Trends in total domestic guest nights and total domestic
one-day trips by Japanese travelers(Figure I-22) Tourism consumption in Japan(10,000 people)
70,00063,09560,00050,00031,05340,00059,52260,472

29,78829,17364,10864,751
56,17831,54232,41827,07358,71029,341

30,00020,00041,78527,54813,271
32,042

10,00029,734

31,29932,56632,333

29,10531,162

26,821

18,53912,644

16,07014,17720

21

23,247

0
2013

14

15

16

17

Overnight trip

18

19

22

(Year)

One-day trip

Source: National Tourism Survey, (JTA)(Figure I-21) Trends in domestic tourism consumption
by Japanese trave travelers

2013(trill yen)
25
20.4

20.2

21.0

21.1

20.5

18.4

20
4.8
15

4.6

4.9

5.0

4.7

21.9
4.8

17.2

4.5

3.4
10.0

10
15.4

13.9

15.8

16.0

16.1

15.8

17.2

5

2.2

9.2
2.2

7.8

7.0

20

21

13.8

0
2013

14

15

16

17

Overnight trip

Source: National Tourism Survey, (JTA)18

19

One-day trip

22 (Year)Domestic overnight trip
consumption by
Japanese travelers
Domestic one-day trip
consumption by
Japanese travelers
Domestic consumption
by Japanese overseas
travelers
Consumption byinternational visitors
Total

20

(Unit: trill. yen)
21
22

14

15

16

17

18

19

15.4

13.9

15.8

16.0

16.1

15.8

17.2

7.8

7.0

13.8

4.8

4.5

4.6

4.9

5.0

4.7

4.8

2.2

2.2

3.4

1.2

1.1

1.0

1.1

1.2

1.1

1.2

0.3

0.1

0.6

1.4

2.0

3.5

3.7

4.4

4.5

4.8

0.7

0.1

0.9

22.8

21.6

24.8

25.8

26.7

26.1

27.9

11.0

9.4

18.7

Source: Prepared by the JTA based on the National Tourism Survey and the International Visitor Survey
Note 1: "Japanese overseas travelers” from 2020 to 2022 is an estimate, due to the Covid-19 pandemic.
Note 2: "Intl. travelers" from 2020 to 2022 are estimates, due to the Covid-19 pandemic.

6

[ Part Ⅰ] Tourism Trends in Japan (overnight trips)◯ The total domestic guest nights of Japanese exceeded the pre-pandemic level in Oct. 2022 and is recovering thanks to the overall
easing of the Priority Measures to Prevent the Spread of Disease (Mar. 2022) and an increase in domestic travel demand due to a
Nationwide Travel Support program launched in Oct. 2022.
◯ According to a private research company, the average room occupancy rates of major hotels nationwide have recovered to 70% of the prepandemic level and to 90% of 2019 since the nationwide travel support project was launched in Oct. 2022 and the significant easing ofborder controls on inbound travel.
(Figure I-26) Trends in room occupancy rates for major hotels(Figure I-24) Trends of total guest nights over the same month in 2019
（％）

（％）

Room occupancy rate (left axis)

（％）

100.0
20

-5.6
3.6
-6.1

90.0

-0.5
-0.9
-7.2 -7.5 -5.5
-8.0
-11.6
-34.2-36.1
-20.7
-19.2
-24.7-23.1-25.0
-34.9
-28.5

70.0

5.9

0

-9.8
-20.2

-20

-28.2

-44.5
-42.9

-32.7

-41.7
-50.5
-56.6

-33.7
-34.6
-46.5

-46.9
-53.3
-60
-59.2 -59.1 -56.0 -59.7
-79.4
-80
-90.1
-95.0-97.8-98.0 -97.4 -92.7 -93.5 -97.0-96.3-96.4 -97.8 -95.3-93.1-93.4-93.6-92.3
-96.5
-96.5
-97.2
-97.5
-97.6
-100
2021.1 2

3

4

5

6

7

8

9

10

11

12 2022.1 2

3

4

5

6

7

8

9

50.0

65.5

39.5

19.4
17.5

10.0
11

% over the same month in the previous year (total guest nights)% over the same month in the previous year (total guest nights of international visitors)% over the same month in the previous year (total guest nights of Japanese visitors)

12 2023.1 2

3

4

55.6
59.6

49.6
38.5

75.0

90.4

34.6

58.5

55.1
47.5

49.6

69.6

42.8

91.6

100

86.3

80

79.4

84.0

65.1
60.2

20.0

10

73.0

76.9

60.0

30.0

-120

Source: Overnight Travel Statistics Survey, (JTA)
Note 1: Preliminary figures for 2022 and 2023.

80.0

40.0

-57.8

77.9

74.2

86.0

75.8

60

63.8

77.6
72.0
64.2
75.3
76.4
70.1
64.7
64.5
61.7
61.5
59.6
55.4
54.1
43.2
43.7
60.6
58.9
50.3
38.6
42.3
45.8
34.8
29.4
36.4
40.2
31.4
25.8
43.8
55.4
49.8
40.4
32.7
30.1
25.6
15.9
14.9
33.4

-16.9
-25.6
-33.4
-35.9

-6.6 -4.5 -4.7
-13.1

-0.1 2.8~ % over the same month of 2019 (right axis)

97.9

65.0
73.1
78.8
84.6
83.5
81.5
85.2
83.1
82.0
81.7
85.1
84.7
83.4
74.6

-35.4
-48.6 -44.0 -45.7-40 -49.4
-50.8

-13.5
-15.7
-20.4-16.1

7.8

47.3

51.8

42.4

31.2

36.2

40

37.7 36.0

0.0

20
0

Jan.
Mar.
May
Jul.
Sep.
Nov.
Jan.
Mar.
May
Jul.
Sep.
Nov.
Jan.
Mar.
May
Jul.
Sep.
Nov.
Jan.
Mar.
May
Jul.
Sep.
Nov.
Jan.
Mar.

2.4

4.1

95.6

2019

2020

2021

2022

2023

Source: STR, a private research company that analyzes accommodation market trends worldwide.
The room occupancy rate is based on a survey of approximately 2,000 major accommodations throughout Japan (as ofApril 2023).

7

[ Part Ⅰ] Tourism Trends in Japan (situation of businesses)○ Sales by accommodations have been increasing since the termination of the Priority Measures to Prevent the Spread of Disease in
March 2022.
○ In terms of operating income, accommodations turned profitable in the period from Oct.-Dec. 2022 for the first time since the start of theCovid-19 pandemic.
○ Bankruptcies of accommodations and tourism businesses decreased year-on-year in 2022. This is attributed to the recovery of travel
demand. However, continued detailed support for business continuity and employment security is needed.
(Figure I-30) Trends in operating income of tourism-related industries (2019-2022)(Figure I-29) Trends in sales by tourism-related industries (2019-2022)（100 million yen）

（100 million yen）
60,000120,000

60,000120,000

50,000100,000

50,000100,000

40,00080,00040,00080,00030,00060,00030,00060,00020,00040,00020,00040,00010,00020,00010,00020,0000Jan.-Mar. Apr.-Jun.Jul.-Sep. Oct.-Dec. Jan.-Mar. Apr.-Jun.Jul.-Sep. Oct.-Dec. Jan.-Mar. Apr.-Jun.Jul.-Sep. Oct.-Dec. Jan.-Mar. Apr.-Jun.Jul.-Sep. Oct.-Dec.
2019

2020

2021

Jan.-Mar. Apr.-Jun.Jul.-Sep. Oct.-Dec. Jan.-Mar. Apr.-Jun.Jul.-Sep. Oct.-Dec. Jan.-Mar. Apr.-Jun.Jul.-Sep. Oct.-Dec. Jan.-Mar. Apr.-Jun.Jul.-Sep. Oct.-Dec.
2019

2020

2021

0

2022

Eating and drinking services

Accommodations

Eating and drinking services

Living-related and personal services

Land transport

Living-related and personal services

Land transport

Source: Financial Statements Statistics of Corporation by Industry, (Ministry of Finance)(Figure I-32) Annual bankruptcies of accommodation businesses(cases)1400

Accommodations

Source: Financial Statements Statistics of Corporation by Industry, (Ministry of Finance)

160

0

2022

(Figure I-32) Annual bankruptcies of travel operating businesses(cases)
80

145
134

128

120
103

100

70
112

118

118
83

80

85

81

78

78

75

63

86
39

60

20

47

76
21

55

0
2008 09

10

11

12

13

14

15

16

17

18

19

20

56

21

22
(Year)
Covid-19-related bankruptcies

Source: Prepared by the JTA based on data published by Tokyo Shoko Research, Ltd. on Jan. 13, 2023

54
48
42

50

40
55

59

60

37

40

37
26

30

27

28

27

25

20

26

6
19

10
7

0
2008

09

10

11

12

13

14

15

16

17

18

19

31

25

18
1
17

20

21
22
(Year)
Covid-19-related bankruptcies

Source: Prepared by the JTA based on data published by Tokyo Shoko Research, Ltd. on Jan. 13, 2023

8

[ Part Ⅰ]

Tourism Trends

Chapter 3 Creating Sustainable Tourist Regions (Main topic)
Realizing a virtuous cycle to facilitate earning power at tourist destinations and by tourism industries(Section 1 Movement toward the recovery of tourism from the Covid-19 pandemic, andthe need for growth in regions and industries that have earning power.

・・・・・・・・・・・・・・・・・10○ Restoring tourism demand (intl. tourist arrivals and intl. tourism income)○ Revealing the structural issues of the tourism industry- The need for growth in regions and industries that have earning power.
① Wage and labor shortages② Employment instability(Section 2 Current conditions and issues of earning power in the tourism sector)○○○○

・・・・・・・・・ 13

Intl. comparison of tourism GDP (added value)
Intl. comparison of the earning power per tourism worker (added value and employment compensation per tourism employee)
Issues of Japan through intl. comparison of tourism GDP - Adding greater value to tourismSustainable tourism through a virtuous cycle of earning power (added value) development in the tourism sector(Section 3 The virtuous cycle of regional revitalization using the earning power of tourist destinations)○ Data visualization of the earning power of tourist destinations
・・・・・・・・・・・・・・・17○ Examples of efforts to develop a virtuous cycle of regional revitalization through the earning power of a tourist destination○ The development of a sustainable tourism region through the virtuous cycle of earning power development for tourist destinations and by
the tourism industries

9Restoring tourism demand (intl. tourist arrivals and intl. tourism income)○ While intl. tourist arrivals have been recovering worldwide, the recovery in the Asia-Pacific region is noticeably lagging. The same applies to
intl. tourism income.
○ According to the UNWTO, intl. tourist arrivals are expected to recover to 95% of the level of 2019 in 2023 under Scenario 1, and to 80%of the level of 2019 under Scenario 2.
○ An expert annual forecast expects intl. tourist arrivals to recover to the level of 2019 in 80% or more of regions globally by 2024, except the
Asia-Pacific. In the Asia-Pacific, around 60% of the region expected to recover to the level of 2019 in 2024.
(Figure I-43) Trends of intl. tourism income(% of 2021 annual income over 2019 and % of 2022 quarterly incomesover those of 2019. Top-ranked 15 countries/regions)(Figure I-40) Intl. tourist arrivals(% over the same month in 2019, by region)
2020

2021

2022

(％)

（%）Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
10
0
-13

-10
-20
-30

-63
-27

-40
-50
-60

-59

-70
-80

-97

-90
-100
AfricaAmericas

Asia and the Pacific

EuropeMiddle East

World

Source: Prepared by the JTA based on UNWTO data (as of March 2023)(Figure I-41) Recovery scenarios for intl. tourist arrivals targeting 2023
（%） 2

2020

2022

2023

Source: Prepared by the JTA based on UNWTO data (as of Jan. 2023)
Note 1: The top 15 countries/regions intl. tourism income in 2019. Data not available for the United
Arab Emirates for the first three quarters of 2022, and for India for the third quarter of 2022.

(Figure I-42) Outlook for recovery in intl. tourist arrivals (by region)

0-12

Scenario 1: -5％-20

Scenario 2: -20％
Observed arrivals

-40

-27
-27
-29-29-29-29
-34
-39

-45
-56

-55 -56
-61

-60

-65

-72
-75

-80

-76
-84
-82

-90

-53

-90-90

-53
-58

-59

-66

-77
-82

-86 -86 -87-85 -86-100

Source: Prepared by the JTA from UNWTO data (as of Jan. 2023)

Source: Prepared by the JTA from UNWTO data (as of Jan. 2023)
Note 1: Totals may not be exact due to rounding.

10Revealing structural issues of the tourism industry ① Wage and labor shortages- The need for growth in regions and industries that have earning power.
〇 As tourism demand recovers from the Covid-19 pandemic, the tourism industry, which should be a key player in local economies andemployment, is facing structural issues that have been present since the pre-pandemic period, such as low productivity andshortages of human resources.
〇 To solve these structural issues, there are urgent calls to increase the earning power (profitability) of the tourism
industry.
(Figure I-45) Employment in accommodations(Figure I-44) Trend of wages (total annual wages and salaries paid)

Number of employees

Of whom, regular

Of whom, non-regular(excepting directors)

employees

employees

Accommodations

5,699

3,597(63%)

2,101(37%)

All industries

48

22(46%)

26(54%)(10,000 yen)

600

497

501

487

489

497

356

361

362

352

346

500
400

2022

300
200

All industries

Accommodations

Source: Prepared by the JTA based on the Labor Force Survey of the Ministry of Internal Affairs and Communications
Note 1: Figures in parentheses are percentages.

100
0
2018

2019

2020

2021

2022

Source: Prepared by the ATA based on Basic Survey on Wage Structure of the Ministry of Health, Labour and Welfare
Note 1: Wage = monthly salary paid in cash to regular workers (yen) x 12 (month) + annual bonus and other special salaries (yen)Note 2: The estimation method changed in 2020 and the effects of the valid response rate were incorporated in the estimation method.

(Figure I-33) Changes in the diffusion index (DI) for employment（％point）

40

27(Figure I-46) Hiring and separation rates by industry (2021)

24

23

20

23

(outlook)

19

→

（％）
30

28.6

Hiring rate（％）

25

25.6
23.8

Separation rate（％）

20
15

14.0
13.9
10.0 10.0 9.7

10

9.3

8.2

9.7
8.2

11.5
12.0
11.5
11.5
9.1
8.7

12.3
9.3

11.0

11.4

0

22.3

-3
17.9
15.4

14.2
11.9

18.5 18.7
14.4

-20

-32

13.5

6.6

6.2

-7
-17

-40

8.1

5

-34
-47

-60

0

Services, N.E.C.

Compound services

Medical health care and welfare

Education and learning support

Living-related and personal services
and amusement services

Accommodations and eating anddrinking services

Scientific research, professional andtechnical services

Real estate and goods rental andleasing

Finance and insurance

Wholesale and retail trade

Transport and postal services

Information and communications

Electricity, gas, heat supply and water

Manufacturing

Construction

Mining and quarrying of stone andgravelTotal of all industries

Source: Survey on Employment Trends (Ministry of Health, Labour and Welfare)
Note 1: Job entrants: Newly hired during the period as regular employees (Transferees including those temporarily
dispatched from other offices within a company are excluded.)
Note 2: Job leavers: Regular employees who resigned or were dismissed during the period (Transferees including
those temporary dispatched from other offices within a company are excluded.)

-80

-63

-65 -64 -65 -67-67 -70

Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun.
2019

2020
2021
2022
ManufacturingNon-manufacturing
Accommodations and eating and drinking services

Source: Short-term Economic Survey of Enterprises (Tankan), (Bank of Japan)
Note 1: The diffusion index (DI) for employment ([Excess] - [Shortage]), Japan.
The outlook for June 2023 was given in March 2023.

(survey month)

2023

11

Revealing structural issues of the tourism industry ② Employment instability- The need for growth in regions and industries that have earning power.
〇 A comparison of monthly employees in accommodations in Japan and the United States in the pre-pandemic period shows that theUnited States has a unimodal recruitment pattern, with July as the peak, while Japan has a multimodal recruitment pattern, withmany peaks, indicating that employment in accommodations is more unstable in Japan than in the United States.
〇 Employment instability is easing from 2020 to 2021, when the impact of the Covid-19 pandemic was great. This can be attributed to the"diversification of travel demand periods" (2022 White Paper on Tourism), an environmental change that occurred under the pandemic.
(Figure I-47) Numbers of monthly employees in accommodations(Japan and the United States)(1,000 people)
2500(Figure I-48) Trends in labor productivity（10,000 yen）

(10,000 people)

900

80

800

Monthly employment in the

米国宿泊業の月別雇用者数(左軸)accommodations in the U.S. (left axis)
Monthly employment in the

日本宿泊業の月別雇用者数(右軸)accommodations in the Japan(right axis)

700

70

600

2000

500

60
1500

421

690

705

725

474

456

476

727

739

518

540

730

715

688

722

510
428

400
242

268

2020

2021

300

50

200
100

40
1000

666

0
2012

30

2013

2014

2015

2016

2017

Accommodations

2018

2019

（FY）

All industries

Source: Prepared by the JTA based on Financial Statements Statistics of Corporations byIndustry by Ministry of Finance

20
500
10
0

0

(Reference) Number of tourists by month(2022 White Paper on Tourism, Figure II-28)(people)Source: Employment Statistics database from the U.S. Department of Labor website and Labor Force Survey by
Ministry of Internal Affairs and Communications, Japan
Note 1: The monthly total employees in accommodations is calculated from the Employment Statistics database on the
U.S. Department of Labor website. For Japan, the monthly employees excluding directors in accommodations is
calculated from the Labor Force Survey of the Ministry of Internal Affairs and Communications.

Jan.

Feb.

Mar.

Apr.

May

Jun.

Jul.

Aug.

Sep. Oct.

Nov.

Source: National Tourism Survey (JTA). Domestic overnight trips for sightseeing and recreation

Dec.

12

Current status and issues of earning power in the tourism sector- Intel. comparison of tourism GDP (added value)〇 To analyze the earning power of tourism in Japan, an intl. comparison was made between Japan and major American and European
countries, focusing on added value (tourism GDP). It is equivalent to the profit of the tourism industry, calculated by deducting external
payment costs (intermediate input) from tourism consumption and income. It is the source of the economic cycle, including employee’s
income, corporate profits and investments.
〇 Japan's tourism GDP had been steadily growing until Covid-19 pandemic and had reached 11.2 trill. yen (2019). However, tourism
GDP as a share of the economy (tourism GDP/GDP) was 2.0% (2019), far below the average of 4.0% for the G7 countries.

What is tourism GDP?

(Figure I-51) Trends in Japan's tourism GDP（bill. yen）

10,0009,043 8,768

8,565

9,191

・Tourism GDP is the added value of tourism services produced in a country.
・Japan (the JTA) and other countries have been annually surveying and publishing the estimated data as part of the
System of National Accounts (SNA) in accordance with the intl. standards established by the UNWTO.
Source: Tourism Satellite Account, (JTA)

11,237
10,65310,833 10,835
9,782

12,000

8,589

8,000
6,000

(Figure I-55) Schematic of the tourism economic
cycle (flows) as expressed by tourism GDP

4,419

4,000
2,000
0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

(Year)(Figure I-50) Breakdown of Japan's tourism GDP by industry (2019)（Unit: bill. yen）
Industry

Share
Tourism industry
Accommodations(Figure I-53) Intl. comparison of tourism GDP (2019)

Tourism GDP
9,079

80.8%

2,459

21.9%

（bill. yen）

50,000Rail passenger transport

1,807

16.1%

Road passenger transport

501

4.5%

40,000

Water transport

30

0.3%

30,000

Air transport

572

5.1%

Other transport

929

8.3%

20,000Sports and amusement services

774

6.9%

10,000

Other industries

2,158

19.2%

Total

11,237100.0%

7.3%

8%
6.2%
5.3%

6%

15,113

11,237

10,24912,195

10,097

4%

4.0%

4.5%

Average of 6
European Countries
and United States
Average of G7(excluding Japan)

Spain

Italy

FranceCanada

Spain

Italy

Germany

UnitedKingdomStatesUnited4.0%

2.0%

United States

0%

Japan

2%

3.6%
2.9%
2.0%

3,578

0

Japan

Source: The tourism GDP of each country is updated as needed due to the revision of
the estimates in the System of National Accounts (SNA). The latest figures
published by each country were collected and used in this white paper. Japan’s
figures are estimates by the JTA.
Note 1: France did not disclose its 2017 tourism GDP.

(Figure I-54) Intl. comparison of tourism GDP ratio (2019)

Germany

60,00014.3%

United Kingdom

3.6%

1,601

Canada406

Eating and drinking services

Holiday homes (attributed share)

68,10370,00013

Intl. comparison of earning power per tourism employee(added value and employment compensation per tourism employee)〇 In Japan (2019), the value-added ratios for the tourism industry and accommodations were lower than the figure for industry overall. The
respective figures are 49.0% for the tourism industries, 47.0% for accommodations, and 53.0% for industry overall. The figures for the
tourism industry and accommodations in Japan are lower than those for those in other major countries. In contrast, in Italy and Spain, thevalue-added ratios of the tourism industry and the accommodations are higher than that of industry overall.
〇 In Japan the added value per worker (TSA basis) for the tourism industry (4.91 mill. yen) and for accommodations (5.34 mill. yen)
is lower than that of industry overall (8.06 mill. yen).
The added value per employee in the United States is remarkably high (9.76 mill. yen), as it is in Spain (7.09 mill. yen) and Italy(6.90 mill. yen).
(Figure I-58) Intl. comparison of labor’s share of tourism GDP (2019)(Figure I-56) Intl. comparison of tourism added-value ratio (2019)
80%
70%
60%
50%

53.0%
49.0%
47.0%

61.5%
56.8%
54.7%

All industries
Tourism and other industries
69.1%
Accommodations
52.5%
49.4%

49.3% 48.3%
44.3%

55.3%
47.5%

Labor’s share = total employment compensation / tourism GDP
All industries

60.3%
57.8%
50.6%

59.8%

60%

50.1%
53.6%
49.5%

51.8%

52.3%
51.3%

Tourism and other industries

45.9%
40.4%

40%

Accommodations

51.3%
44.9%
43.2%

52.5%
47.2%
46.7%

Spain

Average of UnitedStates and Spain

40%

30%
20%
10%
20%

0%
Japan

UnitedStatesUnitedKingdom

Germany

Italy

Spain

(Figure I-57) Intl. comparison of added value per tourism worker (2019)（10,000yen）
1,600
1,400
1,200
1,000
806
534
800
491
600
400
200
0
Japan

All industries
Tourism and other industries
Accommodations

1,485
1,122
976

Average of
4 European
Countries
and UnitedStates

859
588

838

841 690
678

0%
Japan

United States(Figure I-59) Intl. comparison of employment compensation per employee (2019)（10,000yen）
898
678

709

940 703
766

544
436

All industries
Tourism and other industries
Accommodations

796

800
700

500

600

555

600

489

472

404

404

400
UnitedStatesUnitedKingdom

Germany

Italy

Spain

Average of 4
EuropeanCountries
and UnitedStates

300

510

465
319

254

230

200
100
0
Japan

United States

Source: Prepared by the JTA based on the Tourism Satellite Account (TSA) published data for each country.
Note 1: For the U.K., tourism GDP by industry is not published. Because there is little published data on labor’s share of tourism GDP in each country, the United States and Spain are used for comparison.

Spain

Average of UnitedStates and Spain

14

○ Issues of Japan revealed by an intl. comparison of tourism GDP - Enhancing the added value of tourism〇 An intl. comparison of tourism GDP indicates that Japan’s added value for tourism and tourism as a share of the national economy are low. To
increase the added value and to develop tourism into a profitable industry, the issue to be addressed is increasing sales (average spending per
visitor × number of visitors).
〇 The JTA is taking measures to support the revitalization of tourist destinations and the tourism industry, and to add value to these. The JTA is also
promoting DX. The effects, such as increases in the unit price of accommodation and increases in the wages of accommodation workers, are beginningto be observed for the supported projects.
〇 During the Covid-19 pandemic, there were successful examples (refer to the next section) of an early recovery that was achieved by focusing on microtourism and using DX marketing data to lead to high value-added culinary tourism, which is in high demand among local visitors.

[Japan's issues raised by the intl. comparison of tourism GDP]
〇 Increase in added value in the tourism sector→ Increase in tourism industry sales(average spending per visitor x number of visitors)(Increase in average spending)● Revitalizing and adding value to tourist destinations and the tourism
industry・Improvement of the quality of guest rooms to meet the needs of individual
travelers, and improvement of the landscape through removal ofabandoned buildings, etc.
(Increase in tourist arrivals)● Advancing tourism DX
・ Introduction of a property management system (PMS) for accommodations
to upgrade data management and to improve staff allocation efficiency.
・ Human resources are concentrated to upgrade customer relationshipmanagement (CRM). Improving customer satisfaction and repeat rates
through customer services and advertising tailored to customer
preferences.
・ Data sharing among accommodations, mainly through DMOs. Recruiting
new customers during off-peak periods and promoting price-setting
according to demand.
● Leveling travel demand・Leveling of travel demand and stabilization of room occupancy ratios witha focus on inbound and micro-tourism (neighborhood tourism).

Measures taken by the JTA and their effect in transforming the industry into one
with more earning power (example).
● Effects of revitalizing and adding value to tourist destinations(Increasing the unit price of guest rooms at the accommodations)〇 Average increase in unit price of renovated guest rooms: 54.2%〇 Average increase in unit prices of all guest rooms of the improved accommodation: 19.7%
Source: Results of an interview survey by the JTA with accommodations (89 facilities) that have been renovated under the project
to revitalize and to add value to existing tourist hub facilities (third supplementary budget project in FY2020).

● Effects of improving profitability through the advancement of tourism DX(Example of Kinosaki Onsen)〇 Increase in the unit price per night during recovery
from the Covid-19 pandemic
Oct. 2021

Oct. 2020

Unit price per night(per person)

15,000 yen / night

22,000 yen / night

Number of reservations

100

130

Development of a regional tourism DX
platform(Project supported by the JTA)

Ryokan A

Ryokan B

Ryokan C〇 Increase in employee wages at representative
accommodations
Wages(average wage x number of regular employees)

2015

2021

100

125
Visualization

Data integration platform

Source: Interview survey made under the supported regional revitalization project in Section 3 of the main topic chapter.

15

Sustainable tourism through a virtuous cycle of the development of earning power (added value)in the tourism sector〇 In the tourism economic cycle (flows) as expressed by tourism GDP, ① further increasing the added value, which indicates the earning power inthe production of tourism services, leads to ② increases in employment compensation and ③ increases in investment and otherexpenditures, including tourism DX, contributing to sustainable tourism through a virtuous cycle of production ripple effects.
〇 However, intermediate inputs in tourism services also generate production ripple effects to various other industries. Not restraining intermediate
inputs increased the sales and led to a further increase in high-quality intermediate inputs that support high-quality services. Such a process also
contributes to a virtuous cycle.
〇 In the future, the public and private sectors should work together to further increase the added value of the tourism industry and transform the industry
into one with earning power, creating a virtuous cycle in the local community through benefits to the local economy and fostering pride andattachment among local residents. It is necessary to develop measures to achieve sustainable tourism in which both local communities and tourists
can experience the benefits of tourism.

<Tourism GDP analysis results><The state we aim to achieve>(Figure I-60) Contribution to Sustainable Tourism through the Virtuous Cycleof Added Value in Tourism, etc.

Sustainable Tourism
Tourism GDP (Added Value)(A virtuous cycle of added value in the tourism industry)(Figure I-61) A virtuous cycle of regional revitalization centered on a tourist destination
Tourism demand plummets due to
Covid-19.

The old business model has reached
an impasse.

Current status and issues

The impoverishment of local tourist destinations and industries causes local earning power to decline.

Intermediate input
expansion

Increase in the added value per tourism worker〇 Revitalizing and adding value to tourist destinations and the tourism
industry (Increase in average spending per tourist)〇 Tourism DX promotion, leveling of travel demand (Increase in tourists)② Distribution(Businesses)

Revitalization and high additionof value of tourist destinations(service quality
improvement)

Stopping population outflows
Understanding and cooperatingon accepting tourists(Employees)

Increase in employment compensation per employee(Investment)③ Expenditure

Reinvestment in tourism DX, etc. by businesses(Household economy)
Householdspending

Production ripple effect on economy and industry

directions
Realizing Future
to aim for

RegionRefining the tourism
resources and the stay Increase of tax income
environment by allconcerned parties

Fulfillment fromsightseeing

Improvement of total life circumstances
Fostering pride andattachment to the community Creating a virtuous cycle ofregional revitalization with
Provision ofhigh value added
tourist destinations as the core services
Improvement of
productivity

Residents

Participating in fosteringa tourist destination andtourism industry

Stability of employment
Increase of income

Increase ofinvestment
in facilities
Improvement oflabor share, etc.

Industries
Accommodations
Tourism industries

Increase of visits
Increase of
consumption

Tourists(Increasing efficiency and profitability)① Production

Receipt offair compensation

Eating and drinking/commerce& manufacturing/entertainment/transport

Securing of
persons in charge

Increased
revenue16

A virtuous cycle of regional revitalization through the earning power of tourist destinations- Visualizing the earning power with data
〇 To strengthen earning power by taking advantage of the features of each tourist destination, hearings were held in case study areas where efforts are being made throughmeasures supported by the Japan Tourism Agency. Data on the effectiveness of strengthening earning power, including the early recovery of overnight guests andincreases in average spending and employee income, were collected.
〇 It is important to visualize the earning power of one's own tourist destination with data, and to share the process of analyzing and sharing the data among local
stakeholders.
A general-purpose statistical tool, the Regional Economic Analysis System (RESAS), has been developed by the Japanese government as part of its regional development
support measures. RESAS is used to visualize the current earning power of the accommodations and eating and drinking services in the municipality. In addition, detailed
interview surveys were made on onsite information on the effectiveness of undertakings for earning power development. The results revealed the importance of conducting
the analysis and sharing the results among local stakeholders.
Three regions subject to an analysis of the earning power of tourist destinations and their distinctive efforts

1 Improving profitability and circulation of tourists by revitalizing and adding value totourist destinations (Ikaho Onsen: Shibukawa City, Gunma Prefecture)
2 Improving profitability by advancing tourism DX(Kinosaki Hot Spring: Toyo’oka City, Hyogo Prefecture )3 In-depth customer management with local marketing data
(Kesennuma City, Miyagi Prefecture)

気仙Kesennuma
沼市
City

Kinosaki Onsen,
Toyooka City

Ikaho Onsen,
Shibukawa City

Visualizing the earning power of tourist destinations(Using the Regional Economy and Society Analyzing System (RESAS)- Regional Economy Circulation Map)
- The government has been providing the use of RESAS sinceApril 2015 to support various regional development measuresthrough data provision.
- The data content includes analyses of various earning capacity
indexes related to regional economies and societies, such as
the Industrial Structure Map - Analysis (specialization
coefficient).
- The White Paper on Tourism uses the Regional Economy
Circulation Map to analyze changes in added value by industry.

Labor productivity of the municipality(Added value per employee)（百万円/人）(million yen/person)

10.00
9.00

Employment compensation in
the municipality per employee（百万円/人）（百万円/人）（million yen/person）

7.00

9.65
8.95

9.33 9.22
8.02
7.16

8.00
7.00

6.07

6.00

7.12
6.78

5.00

6.00

5.44
4.54 4.68

4.34
3.87

4.00

5.00

3.93
3.89

4.00

3.79
3.10

3.00

4.08

3.75
3.05

3.04

2.00

3.00
1.45
1.40

2.00

3.563.75
2.41
1.98

2.71

2.33
1.90

2.02

1.00

1.00
0.00
All全産業
industries

Accommodations
宿泊・飲食業and eating anddrinking services

All industries

全産業

Accommodations
宿泊・飲食業andeating anddrinking services

All全産業
industries

Accommodations
宿泊・飲食業andeating anddrinking services

All 全産業
industries

Accommodations
宿泊・飲食業andeating anddrinking services

0.00

All industries
全産業

Accommodations
宿泊・飲食業andeating anddrinking services

全国

渋川市（伊香保温泉）

豊岡市（城崎温泉）

気仙沼市

全国

Japan

Shibukawa City
(Ikaho Onsen)

Toyooka City
(Kinosaki Onsen)

Kesennuma City

Japan

2015年

2018年

All
industries
全産業

Accommodations

宿泊・飲食業and eating anddrinking services

渋川市（伊香保温泉）

All全産業
industries

All industries
全産業

Accommodations
宿泊・飲食業and eating anddrinking services

気仙沼市

Toyooka City
(Kinosaki Onsen)

Kesennuma City

Shibukawa City
(Ikaho Onsen)

2015年

Accommodations
宿泊・飲食業and eating anddrinking services

豊岡市（城崎温泉）

2018年

Source: Prepared by the JTA based on National Accounts (Cabinet Office) and RESAS (Cabinet Office and the Ministry of
Economy, Trade and Industry.)17

Example of Undertaking ①: Virtuous cycle of regional revitalization using the earning power of the tourist destination
Ikaho Onsen: Improving profitability and the circulation of tourists by revitalizing and adding value to the tourist destination〇 Utilizing a Tourism Agency-supported project to revitalize a tourist destination and produce high added value, the project improved the landscape of the stone stairway that isa symbol of the hot spring resort, renovated and improved the accommodations and the eating and drinking services, and removed abandoned buildings.
Generated effects include higher unit prices for accommodations, increased sales and new openings for the eating and drinking services.
〇 The value-adding projects have led to a change in awareness that accommodations are exercising their right to set prices with an emphasis on quality, including customer
orientation and higher wages.
〇 Because Ikaho is a hot spring resort with a long history, efforts are underway to promote “onsen culture”, a signature product, by promoting ryokan culture for inboundtourists, promoting geigi experiences and strolls on the stone stairways, and enhancing tourist circulation by improving the convenience of secondary transportation that uses
the community currency. These efforts are expected to contribute to increases in the region-wide effects of earning power development on the virtuous cycle of regional
revitalization, thereby helping to foster the sustainability of this tourist destination.

① Current conditions of earning power for tourism in the local economy (2018/2015)
Changes in labor productivity（百万円/人）（million yen/person）

9.00
8.00
7.00
6.00
5.00
4.00
3.00
2.00
1.00
0.00

3.89

8.02

+22.6％

3.93

Accommodations and宿泊・飲食業eating and drinking
services

全国

Japan

3.10

3.79

Accommodations
andeating and宿泊・飲食業drinking services

All industries

全産業

2015年

〇 Increase in the unit price per night(An example of representative
accommodations)（百万円/人）（million yen/person）+12.0％
7.16

Compensation per employee

5.00
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00

In the
city
市内

2018年

+12.1％
3.87

4.34+21.7％
1.98
1.45

2.41

1.40

全国
Japan

All industries

全産業

2015年

2018年

市内

In the city

〇 Removal of an abandoned house
An abandoned house that caught fire wasremoved and a tourist facility was built on thesite.

・Utilization of event spaces
・Installation of hand baths
・Installation of a pocket park・Installation of private baths
Source: Data provided by Shibukawa City and the Shibukawa and Ikaho Tourism Association

Unit room price per night(per person)
Number of guests per room

Accommodations and宿泊・飲食業eatingand drinking
services② Features and undertakings to increase the earning power of the tourist destination
Adding value by introducing guest rooms with hot springbaths and renovating idle space into private open-air
baths, etc.

into private dining rooms and the introduction of a new open-air bath.
In addition, the number of guests per room is reduced, reducing
employee workload.

2019

2022

25,000 yen / night

26,000 yen / night

3.5

2.8

FY2021

FY2022

4

5〇 Number of eating and drinking service openings
Accommodations and宿泊・飲食業eating and drinking
services

Source: Source: Prepared by the JTA based on National Accounts (Cabinet Office) and RESAS (Cabinet Office and the Ministry of Economy,
Trade and Industry.)〇 Revitalization of accommodations③ Data on the effects of increasing the earning power of tourist destinations (interview
and questionnaire surveys)
The price per room increased due to the conversion of banquet rooms

Number of new business openings(eating and drinking & retail services)〇 Changing the mindset from quantity to quality
Through the high value-added business in a severe business environment, accommodation facilities
have demonstrated the right to set prices with an emphasis on quality, from securing quantity to
improving wages to secure a customer orientation and human resources.

④ Future prospects for the earning power of the tourist destination and its expectedvirtuous cycle of regional revitalization - promoting “hot spring culture”, a signature
product
Promoting the "onsen culture" as a signature product.
Promotion focuses on ryokan culture for inbound tourists
and the attraction of the stone stairway scenery. The
young generation is active in promoting restaurant tours
and other activities.

18
Viewing performances and participating in dances and other arts

Example of Undertaking ②: Virtuous cycle of regional revitalization using the earning power of the tourist destination
Kinosaki Onsen - Improving profitability by advancing tourism DX〇 A regional tourism DX platform was developed to integrate guest information collected from accommodations in this traditional hot spring resort. Linked with the reservation website,
VISIT Kinosaki, they successfully increased the unit price of accommodations. While the wage level in the accommodations nationwide has declined since 2020, representative
accommodations here have achieved wage increases.
〇 The local college of arts, culture, and tourism; the city; and the DMO collaborated to establish a platform for participatory tourism. They are working to extend the duration of tourist stays
in collaboration with the Toyooka Theater Festival and are disseminating quality content for inbound visitors.
〇 Through the arts, culture, and tourism collaboration unique to Toyooka City, the effects of earning power are planned to propagate in the region and to contribute to the development of asustainable tourist destination.
① Current conditions for the earning power of tourism in the local economy (2018/2015) ③ Data on the effects of increasing the earning power of tourist destinations(interview and questionnaire surveys)
Changes in labour productivity
Compensation per employee〇 Increase in the unit price per night (Avg. unit price of accommodations at the onsen resort)（million yen/person）（million yen/person）

+5.0％

8.00

6.78

7.00

4.00

7.12

+23.0％
3.89

4.00

3.93
3.05

3.00

3.75

2.00

3.75

+22.6％

3.00

2.33

2.50
2.00
1.50

1.90
1.45

Japan

All
industries
全産業

全国

Accommodations
宿泊・飲食業andeating anddrinking services

市内
In the
city
2015年

2018年

0.00

Guest nights
Accommodations and宿泊・飲食業eatingand drinking
services
Japan全国

All industries

全産業

2015年

Accommodations and宿泊・飲食業eatingand drinking
services

In the市内
city② Features and undertakings to increase the earning power of the tourist destination

Establishing a local tourism DX platform thatsummarizes guest information on a monthly basis, andlinking it to the Visit Kinosaki reservation site, etc.
Ryokan A

Ryokan B

Ryokan C〇 A tourism platform that provides participatory content
developed through collaboration between aprofessional university, the city, and the DMO
Establishing a well-being participatory experience platform.
Promoting the development of tourism content that provides
participatory experiences, integrated tourism and exchanges,
health promotion, culture and sports, etc.

100

October 2022

15,000 yen／night ⇒ 22,000 yen／night⇒130〇 Increases in the wage paid by representative accommodation businesses

2018年

Source: Prepared by the JTA based on National Accounts (Cabinet Office) and RESAS (Cabinet Office and the Ministry of
Economy, Trade and Industry.)〇 Development of a regional tourism DX platform

October 2019
Unit price per night (per person)

0.50
Accommodations and宿泊・飲食業eatingand drinking
services

Information dissemination has been steadily expanded through linkage between the VISIT Kinosaki reservation site,
the smartphone sightseeing navigation system, and the Toyooka sightseeing DX regional app.
The share of reservations made via VISIT Kinosaki increased, resulting in an increase in the unit price per night.

1.40

1.00

1.00
0.00

3.56

3.50

6.00
5.00

+5.3％

Wage
(average wage × number of regular
employees

2015

2021

100

125

〇 Opening of new businesses due to the increased attractiveness of the region
2020-2022
Number of new business openings(accommodations, food and drinking services,
participatory tourism content providers, etc.)

22④ Future prospects for the earning power of the tourist destination and its expectedvirtuous cycle of regional revitalization – Collaboration between arts and culture, andtourism・ Sales of participatory tourism platform products in cooperation withlocal professional universities
・ Extension of the duration of the Toyooka Theater Festival
・ High-quality natural and cultural content for inbound visitors

Data Integration Platform

Visualization

Takeno Coast(San'in Coast National Park)

19

Example of Undertaking ③: Virtuous cycle of regional revitalization using the earning power of the tourist destination
Kesennuma City - In-depth customer management with local marketing data
〇 Tourism has been positioned as an important pillar of regional management in its recovery from the disaster of the Great East Japan Earthquake. As a tool
to enhance the earning power of the city, Kesennuma Crew Card, whose main contributor is the regional DMO, accumulates the regional marketing data topromote food experiences with the fishery at the forefront.
〇 Focusing on micro tourism (neighborhood tourism) as a crisis management measure for tourism facing the Covid-19 pandemic. Data analysis of Crew Card
members in Sendai and other areas reveled specific needs of advertising targets, which contributed to the early recovery of accommodations. In addition,by analyzing the targets of tourism content that provide participatory experiences (about 40 products), price ranges were classified, and new high valueadded products were developed.
〇 The provision of tourism content that enables tourists to encounter local lifestyles, such as those of fishery, is expected to contribute to increases in theregion-wide effects of earning power development that promotes a virtuous cycle of regional revitalization, thereby helping to foster the sustainability of thistourist destination.

① Current conditions for the earning power of tourism in the local economy (2018/2015) ③ Data on the effects of increasing the earning power of tourist destinations(interview and questionnaire surveys)
Employment compensation per employee
Changes in labour productivity〇 Early recovery of tourist nights (emphasis on micro-tourism)（mill. yen / person）（mill. yen / person）

-7.3％

12.00

9.65

10.00

7.00

8.95

3.89

3.93

3.04

+34.2％

4.00

4.08

2.71

3.00
2.00

2.00
0.00

5.44

5.00

+34.2％

6.00
4.00

6.07

6.00

8.00

Micro tourism (neighborhood tourism) has been focused on since the spread of Covid-19. Data analysis of Crew Card
members in Sendai and other areas helped to focus advertising on the needs of narrow targets and contributed to the earlyrecovery of tourist nights.

-10.4％

1.45

2.02

1.40

Japan 全国

Accommodations and宿泊・飲食業eatingand drinking
services

All industries

全産業

2015年

0.00

In the
city
市内

2018年

120

100

80

1.00
Accommodations and宿泊・飲食業eatingand drinking
services（％）(% over the same month in 2019)
140

60

Accommodation
宿泊・飲食業
services and food &beverage industry
Japan

全国

Accommodations and宿泊・飲食業eatingand drinking
services

All industries

全産業

2015年

In the
city
市内

2018年

40

20

0

Jan.

Feb. Mar. Apr.

May

Jun.

Jul.

Aug. Sep.

Oct. Nov. Dec.

Jan.

Feb. Mar. Apr. May

Jun.

Jul.

Aug. Sep.

Oct. Nov. Dec.

Jan.

Feb. Mar. Apr. May% over 2019

% over 2019

Jun.

Jul.

Aug. Sep.

Oct. Nov. Dec.

% over 2019

Source: Prepared by the JTA based on National Accounts (Cabinet Office) and RESAS (Cabinet Office and the Ministry of
Economy, Trade and Industry.)〇 Development of new high value added culinary products and increases in guests
Japan② Features and undertakings to increase the earning power of the tourist destination〇 Accumulation of regional marketing data
(Kesennuma Crew Card)
Item
Overnight tourists
Tourism consumption
Customer satisfaction
Repeat ratio
Customer data
(gender, age, address,e-mail address, etc.)

Database

Management database

Customer database

Source: Kesennuma Regional Strategy, General Incorporated Association(Tourism Agency-registered DMO) data

Kesennuma Crew Ship App(Customer management tool)

Kesennuma

Example: Brewer's Table(Quality gastronomy experience involving sake breweries and chefs)
Number of guests

2020
2021 2022
74 ⇒ 142 ⇒ 140

Source: Kesennuma Regional Strategy, General Incorporated Association④ Prospects for the earning power of the tourist
destination and its expected virtuous cycle ofregional revitalization
High value-added participatory tourism
products whereby tourists can experience
the daily lifestyle of people in fisheries

20Creation of sustainable tourist destinations using a virtuous cycle of the effects of increased the earning power of tourist destinations and thetourism sector <Summary>〇 Future tourism is expected to realize increased earning power for tourist destinations whose focus is on the quality of tourism and is expected to play a rolein continually maintaining the sustainability of the regional society and economy, such as through sustainable tourism, consumption growth, and the promotionof visits by people in the region.
〇 An analysis of regional examples of efforts to revitalize and add value to tourist destinations, such as investment in improving the quality of accommodations and otherfacilities and improving landscapes, has led to actions that have increased the unit price of accommodations by having them meet the demand for high-quality services
from individual travelers and by leading to the opening of restaurants and other businesses that take advantage of attractive landscapes. These have led to increased
employment.
〇 For both domestic and international travelers, content related to a region’s daily lifestyle, such as nature, culture, and local industry rooted in the region, havebecome increasingly valuable as attractive, extraordinary experiences. To take advantage of this opportunity to increase earning power, the creation ofsustainable tourist destinations is expected. Such process will see participation from residents of different generations and diverse businesses to refine
the local story, increase attractiveness for tourists with high value added, participatory content, and generate economic circulation in which tourism
expenditures in the region result in increases in employment and income for residents and in local tax revenues.
The Tourism Nation Promotion Basic Law (Cabinet approval: March 31, 2023)
Three strategies to address
Strategies for creating sustainable tourist destinations■Revitalizing and adding high value to tourist areas and the tourism industry■Promoting tourism DX, developing and securing tourism human resources■Creating sustainable tourism areas, such as by balancing nature and by seeking culturalpreservation through tourism

Strategies for restoring inbound tourism■Developing content and an accepting environment■Attracting high value added inbound visitors■Promoting mutual outbound and international exchanges

Strategies for expanding domestic visitor exchanges■Stimulating domestic travel demand■Promoting “workations” and “second hometown creation”■Leveling travel demand

The 2025 figure we are aiming for■ To realize vibrant local communities, “the creation of sustainable tourist areas" that generate a virtuous cycle in local society andeconomy is being promoted throughout Japan, and tourism is being revived in a more advanced form than before the Covid-19
pandemic by improving the quality of tourism, increasing the profitability and productivity of the tourism industry, and expanding thenumber of people interacting with and related to that industry■ As the host country of the Expo, Japan is in the limelight as a tourist destination that is showcasing global trends and is attracting attention
as a leading area for sustainable tourism

21

Measures Taken in FY2022 and Measures to be Taken in FY2023

Strategies to create sustainable tourist destinations
Improving the profitability and productivity of the tourism industry toward promoting the creationof a system that generates virtuous cycles in regional society and economy.
■Advancement of tourism DX■ Revitalization of tourist destinations and thetourism industry, and the addition of value to them (Improvement of convenience for tourists and the promotion of tourist ■Securing the safety of tourists(Provision of disaster information, formulation of tourism
circulation, productivity improvement of the tourism industry,(Improvement of accommodations, etc., removal
risk management plans, comprehensive safety andsophisticationofthemanagementof
touristdestinations,andof abounded buildings, area-wide DX)
security measures for passenger vessels, etc.)
fostering and deployment of skilled digital specialists for tourism)

Large-scale renovation ofaccommodation and other facilities

Cashless services throughout
the community

Research and dispatch of experts for theformulation of a tourism risk management plan

Strategies to restore inbound tourism
Emphasize increases in consumption and attracting visitors to local destinations■ Development of tourism content, etc. (provision of special experiences, etc.)■ Attraction of high-value-added travelers (selection of model tourist destinations in 11 regionsin Japan)■ Promotion of MICE and IR■ Development of a comfortable environment for inbound tourists■ Promotion of outbound and international mutual exchanges

Providing special experiences

Attracting tourists for high-valueadded travel■ Balancing nature and culturalconservation with tourism(Model project to introduce
sustainable tourism)

Comprehensive safety and security
Development of parking lots to encourage
measures for passenger boats
the use of public transportation(Introduction of life rafts and other safety equipment)

Strategies to expand domestic visitor exchanges
Enhancing the frequency of domestic travel and lengthening
the stays of visitors while the population declines■ Stimulation of domestic travel demand■ Promotion of “workcations”, i.e., the combination of work and vacation at a resort (theestablishment of a public/private promotion framework)■ Creation of a “second hometown” (utilization of the Second Hometown Promotion Network)■ Leveling of demand for travel (development of a work environment for schedulingvacations and for the dispersion of vacation time)

Promotion of “workcations”

Second Hometown Development Project22