The Importance of International Exchanges
and Future Tourism Exchanges
in terms of Diplomatic Relations
March 23,2023
Satoshi SEINOPresident
Japan National Tourism Organization (JNTO)

Tourism offers potential passport to peace“Tourism is the main bridge for building understanding. It has a uniqueability to promote peace between and among peoples everywhere.”（2022, UNWTO)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Number of Foreign Visitors to Japan（thousands）

3,500
3,119

3,000

2,869

Duty free expansion 2,404

2,500
2,000
1,500

01,974Great East Japan Earthquake
Visit Japan Campaign
Financial crisis
started

1,341
1,036

1,000
500

3,188

521

614673733835 835

861679836622412

383
252003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022（year）

Source: JNTO

Values for 2003 to 2021 are fixed, values for 2022 are estimates.
©日本政府観光局（JNTO）禁無断転載・複製

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History of Tourism between the US and Japan
1854: 170 years of exchange since the signing of the U.S.-Japan Treaty of Peace and Amity
1952: JNTO opened New York office as the first overseas office
2019: Number of visitors from the U.S. to Japan hit 1.7 million, the largest of long-haul markets
2020: Covid-19 Pandemic

February 2023: Number of U.S. visitors to Japan recovered up to94% of max figure in 2019 before pandemic% Changes in US visitors to Japan from Mar 2022 to Feb 2023 (compared to 2019)
100%
80%
60%
40%
20%0%
3月

4月

5月

6月

7月

8月

9月

10月

11月

12月

1月

2月

U.S.
Source: JNTO

© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

4Impact of Covid-19 on Tourism Exchanges（thousands）

4,5004,000
3,500
3,000
2,500
2,000
1,500
1,000500
2010

2011

2012

2013

2014

2015

2016

US visitors to JP

2017

2018

2019

2020

JP visitors to US

2021

2022

0（year）

Source: JNTO

© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Japan’s Future Initiatives for Post-Covid
Key Areas to focus

Adventure Travel

Luxury Travel

Sustainable Tourism© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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1. Sustainable Tourism
Protecting andnurturing the local
environment

Protecting andnurturing local
culture©Tottori Shanshan Festival Promotion AssociationProtecting andnurturing localeconomies© Odawara-Hakone Traditional Yosegi Cooperative Association© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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2. Adventure Travel
What is adventure travel?
Travel that involves at least two of the following elements:
physical activity, nature, and cultural exchange

Physicalactivity
NatureCulturalexchange© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

Source: ATTA

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Adventure Travel World Summit (ATWS)

September 2023, ATWS 2023 Hokkaido, Japan
Attended by an estimated 700-800 tour operators, destination
representatives, adventure travel writers, and thought leadersfrom across 60 countries
What is ATTA?
• Abbreviation for Adventure Travel Trade Association.
• The largest organization in adventure tourism industry since 1990, headquartered in Seattle.
• Consists of 1,300 members from 100 countries, including media, NTOs, tourism associations, DMOs, tour operatorsand outdoor manufacturers.
© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

93. Luxury TravelInteraction with famous craftsmen

Private tour escorted by world’s
renowned architectAccommodation in unique facilities

Nature experience at a World Heritage Site© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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The Japanese archipelago extends
from north to south approx.

3,000km (1,900 miles)

Tokyo - Osakaapprox. 600km(350 miles)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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１．Sustainable Tourism- Preservation of Historical Cultural Heritage

Himeji Castle (Hyogo)

Kumamoto Castle (Kumamoto)

Tsuruga Castle (Fukushima)

Matsumoto Castle (Nagano)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Healing Powers of Hot Springs

Gero Onsen (Gifu)

Kusatsu Onsen (Gunma)

Ibusuki Natural Sand Bath (Kagoshima)

Jigokudani Monkey Park (Nagano)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Gain Insight into Japanese Beliefs

Itsukushima Shrine (Hiroshima)

Koyasan (Wakayama)

Ise Grand Shrine (Mie)Eiheiji (Fukui)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Ruins and Ancient Tombs in Japan

Yoshinogari Ruins (Saga)

Sannai Maruyama Site (Aomori)
Daisenryo Burial Mound (Osaka)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Activities with Local Nature and Culture▲ Miyama Futon & Breakfast (Kyoto)▼

Rice terraces of Hoshitoge (Niigata)

Satoyama Cycling (Gifu)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

16Rich Nature – Cherry Blossom Forecast

https://www.japan.travel/en/see-and-do/cherry-blossom-forecast-2023/© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Mt. Yoshino（Nara）© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Ueno（Tokyo）© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Chidorigafuchi（Tokyo）© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Hanamiyama（Fukushima）© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Shiroishigawa-Tsutsumi Hitome Senbonzakura (Miyagi)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Kitakami Tenshochi（Iwate）© Japan National Tourism Organization (JNTO) No reproduction or republication without permission23

Kakunodate (Akita)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission24Hirosaki (Aomori)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission25

Goryokaku (Hokkaido)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Rich Nature –Autumn Foliage Forecast

https://www.japan.travel/en/see-and-do/autumn-leaves-forecast-2022/© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Famous Koyo Spots

Hakkoda (Aomori)

Mt. Takao (Tokyo)

Kamikochi (Nagano)

Kiyomizu Temple (Kyoto)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Food Culture rooted in the Rich Nature

Kaiseki cuisine (traditional Japanese course)

RamenSushi© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Food Culture rooted in the Rich Nature▲Tempura◀Teppanyaki

Takoyaki© Japan National Tourism Organization (JNTO) No reproduction or republication without permission30

2. Adventure Travel- Cross-Cultural Experience in Nature

Kumano Kodo (Wakayama)

Dewa Sanzan (Yamagata)
Shikoku Pilgrimage (Kagawa)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

31Adventure Experiences Unique to Japan (Spring to Summer)

Biwaichi Cycling (Shiga)

Paragliding (Shizuoka)

Shimanami Kaido Cycling (Setouchi)

Rafting (Oboke, Kochi)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

32Adventure Experiences Unique to Japan (Autumn to Winter)

Michinoku Coastal Trail

Skiing (Zao, Yamagata)

Nakasendo trekking

Kamakura Restaurant (Nagano)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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3. Luxury Travel- Accommodation in Unique Facilities
Ozu Castle Stay（Ehime）• Japan's first accommodation in awooden castle tower.
• Visitors participate in thetraditional performing arts ofgagaku and kagura and enjoy
locally grown food.

Overnight at Ninnaji Temple (Kyoto)• Stay overnight in a world cultural
heritage site with a history of 1100years.
• Tour guided by monk at facilities
that are not open to the public.

© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Reference:

Tourist Destinations featured in Prestige Magazines
Areas with "special experiences that can’t be done elsewhere" have been selected
Travel + Leisure
50 destinations to visit in 2023
Kyoto has been selected!

New York Times
52 Destinations to visit in 2023
Morioka and Fukuoka have beenselected!

West Japan has been selected in Conde NAST Traveler, Destinations to visit in 2023
Fukuoka has been selected in Lonely Planet, Travel destinations to visit in 2023 (food category)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Expo 2025 Osaka, Kansai, Japan••••••

Title: Expo 2025 Osaka, Kansai, Japan
Proposed Schedule: April 13 Sunday - October 13 Monday, 2025
Location: Yumeshima, Osaka City, Osaka Prefecture, Kansai
Organizer: Japan Association for the 2025 World Exposition
Expected Total Number of Visitors: Approximately 28 million visitors (24.7 mil from domestic,
3.5 mil from overseas)
Economic ripple effect: Approx. JPY 2 trillion yen

Source: https://www.expo2025.or.jp/overview/
Expected total number of visitors Report by Japan Association for the 2025 World Exposition (Ministry of Economy, Trade and Industry)
https://www.meti.go.jp/report/whitepaper/data/pdf/20170407001_2.pdf
Theme & Cocept: https://www.expo2025.or.jp/overview/36

Lastly The United States has always been the most importantpartner in the history of international tourism

JNTO New York office at the time of its opening(at Rockefeller Center)

With Prime Minister Kishida in attendance, areception was held to appeal tourism, cuisine andfood culture (September 2022)© Japan National Tourism Organization (JNTO) No reproduction or republication without permission

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Thank you!
JNTO New York Office

JNTO Los Angeles Office

infonyc@jnto.go.jp

infolax@jnto.go.jp

USwebsite: www.japan.travel/en/us/@visitjapan.us@VisitJapan

VisitJapanUSA@visitjapan

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