How to Attract Western
Tourists for Okinawa-Baseline Examination-

March, 2013

Nansei Shoto
Industrial Advancement Center

How to Attract Western Tourists for Okinawa-Baseline Examination-

I. Introduction
The year of 2013 has started with two major topics that give Okinawa greater chances to have more
foreign visitors; the opening of new Ishigaki airport and the cabinet approval for building a second runway at
Naha Airport. By enhancing the function of international air gateways, the Okinawan tourism industry would
be able to accept more visitors in terms of its capacity, but the tourist businesses would have to be required todevelop their strategies to attract possible customers. Especially, the passive strategies for the attraction offoreign tourists should be developed to aggressively expand Okinawa’s tourism industry.
In 2012, the number of foreign visitors to Okinawa was 376 thousand people and about 80 percent of
those visitors were from nearby Asian countries such as Taiwan, China, and Korea. Thanks to the tourist
businesses’ active promotions, the strong economic growth, and the rising international travel in thosecountries, the number of Asian visitors to Okinawa is expected to continuously increase over years. On theother hand, Okinawa just started to discuss measures to get the attention of people in Western countries. Now,
Western countries seem to be potent markets for Okinawa to expand its business since many of those countries
are economically stable, and people in those countries have a high frequency of overseas trips.
In the past, Okinawan tourism had focused on attracting domestic tourists. Therefore, there are some
practical disadvantages for having foreign tourists, which arise from cultural, linguistic, or religious
differences. Also, there must be some new tourism resources which have been undiscovered. To clarify the
problems of those aspects, Okinawa should assess the current status of its tourism industry from the point ofview of foreign visitors. When it comes to assessment of tourism status, there is still not enough information
on Western markets to evaluate Okinawa’s tourism resources and to develop a viable strategy for having
Western tourists.
In the light of those circumstances, this research conducted an online survey targeting Western people
who have visited Okinawa. Additionally, the interview collected and analyzed information from tour agencies
and overseas offices of the Japan National Tourism Organization on tour packages and deals for European
countries to Japan. On the basis of this information, this paper makes suggestions not only for local
governments but also for local businesses to develop strategies to attract Western tourists.

1II. Okinawa’s Tourism Industry
1. Current State of Okinawa Tourism
Since Okinawa’s reversion to Japanese administration in 1972, the tourism revenue has been increasing
steadily as a key industry in the local economy. Today, to achieve its long term target of “10 million incoming
tourists a year”, Okinawa has strived to carry out policy measures developed under the “Visit Okinawa Plan”
which gives body to “Okinawa Tourism Promotion Master Plan” (Okinawa Prefectural Government
Department of Culture, Tourism and Sports [ODCTS], 2007). However, due to multiple negative impacts on
tourism industry such as the recession after “Lehman Crisis” and the Great East Japan Earthquake, the numberof visitors to Okinawa had grown at a sluggish pace and Okinawa’s tourism revenue had been in a downward
trend (ODCTS, 2012a). In 2012, Okinawa’s tourism industry has begun to show the signs of recovery thanks
to the rebound from the impact of the earthquake in previous year, the start of service of low-cost carriers, andthe port call of the cruise ships from Asian countries (ODCTS, 2013a). As a result of the influence of suchfactors, the number of domestic tourists to Okinawa in 2012 was 5,459 thousand, and the number ofinternational tourists was 376 thousand (ODCTS, 2013a), and the tourism revenue in the same year was 390
billion yen (ODCTS, 2013b). In 2013, Okinawa tourism has been positively affected by the events such as the
opening of new Ishigaki airport, the increase in the number of flight from Korea and Taiwan to Naha, and thenumber of tourists, both domestic and international, has been increasing (ODCTS, 2013c). From this point
forward, Okinawa will be required to implement measures more aggressively to attract more tourists, both
domestic and international, to achieve the target of“10 million incoming tourists a year”.
Fig.

-1-1. The Number of Incoming Tourists and Tourism Revenue (Okinawa)* ODCTS (2012a) “Directory of Tourism 2011 ( 成 23
2012 ( 成 24 入域観光客統計概況)”

版観光要覧)”, ODCTS (2013a), “Tourism Factsheet

In the past, Okinawa had attracted tourists mainly from the main island of Japan and some parts of Asia
by its mild sub-tropical climate, beautiful and distinct natural landscapes, and unique “Ryukyu” culture.
Despite its popularity as a tourist destination, Okinawa’s international visibility falls woefully short of Hawaii,
which is often cited as a comparison to Okinawa since those cities have some similarities in economic
structure and tourist resources.
Regarding Hawaii, the number of visitors to the islands had been decreasing since its peak in 2007 of2

7,627 thousand (State of Hawaii Department of Business, Economic Development & Tourism [HDBEDT],2012). Although the number in 2011 remained at 7,299 thousand, it had 1,844 more visitors than Okinawa, hadin the same year of 5,415 thousand (HDBEDT, 2012). Additionally, about 30 percent of the visitors to Hawaii
were foreigners (HDBEDT, 2012) whereas only 5 percent of visitors to Okinawa were foreigners (ODCTS,
2012a). That is to say Hawaii’s tourism market is more diversified internationally than that of Okinawa.
Concerning the tourist consumption per-capita of Hawaii in 2011 was estimated to be 134,230 yen(HDBEDT, 2012), which exceeded the 68,962 yen of Okinawa (ODCTS, 2012a). As to the average length ofstay, visitors to Hawaii spent 9.38 days (HDBEDT, 2012) and visitors to Okinawa spent 3.83 days (ODCTS,
2012a). This difference in the average length of stay between these regions might strongly affect the differencein the tourist consumption per-capita. Looking at the breakdown of the tourist consumption per-capita of these
two regions, accommodation expenses occupied the largest part of consumption of both Hawaii and Okinawa;
however, the average accommodation expense of Hawaii visitors was 51 thousand yen (HDBEDT, 2012)
whereas that of Okinawa visitors was 19 thousand yen (ODCTS, 2012a). In regard to food & drink expenses,
they occupied 21 percent of entire expenses of both Hawaii and Okinawa, and that of Hawaii was 27 thousandyen (HDBEDT, 2012) compared with that of Okinawa was 14 thousand yen (ODCTS, 2012a). These facts canbe considered sufficient to explain the difference between Hawaii and Okinawa’s tourist consumption
per-capita since the length of stay can affect the consumption of goods in a destination.
At this point, it is reaffirmed that there are three important key metrics for Okinawa to aim further
development of tourism: increase in the number of incoming tourists, increase in the average length of visitors’
stay, and increase in the tourist consumption per-capita. To improve those metrics, all kinds of measures havebeen implemented under the cooperation between the public and private sectors. However, for the future,
Okinawa is required to develop itself to a world-class resort destination and expand its target market fromhome and Asia to Western countries as it is referred to in “21st Century Vision of Okinawa”. Today, as ameasure to attract foreign visitors, Okinawa has been engaged in the establishment of the Okinawa tourism
brand, which enables Okinawa to grab international attention (Okinawa Prefectural Government Department
of Planning, 2012).

Fig. -1-2. The Number of Incoming Tourist and Tourist Consumption per-capita (Hawaii & Okinawa)* ODCTS (2012a) “Directory of Tourism 2011 ( 成 23 版観光要覧)”, ODCTS (2013a), HDBEDT (2012) “Annual Visitor
Research Report”, Japan Tariff Association (2012) “Weekly Market Data ( 間為替相場主要 19 ヵ国)”

3

Fig.

-1-3. The Breakdown of the Tourist Consumption per-capita (Hawaii & Okinawa, 2011)* ODCTS (2012a) “Directory of Tourism 2011 ( 成 23
Research Report”

版観光要覧)”, ODCTS (2013a), HDBEDT (2012) “Annual Visitor

2. Current State of Inbound Tourism to Japan
According to Japan Tourism Agency ([JTA], 2013a), the most popular prefectures among foreign tourists
in 2011 was Tokyo [4,098 thousand people/times], second was Chiba [1,740 thousand people/times], and third
place was Hokkaido [561 thousand people/times]. The reasons of Tokyo’s popularity lie in the fact that Tokyo
is the center of business and culture of Japan so people can experience “true Japan” as they imagine. Chiba has
one of the most famous tourist facilities in Japan, Tokyo Disney Resort, and large scale of convention
complexes. Furthermore, most of those facilities are conveniently located in terms of public transportation.
The same survey reported that the number of foreign visitors to Okinawa was 234 thousand people/times (JTA,
2013a). Although Okinawa was seventh popular prefecture in Japan, the number was less than one out ofseventeen of Tokyo, and was less than one-half of Hokkaido (JTA, 2013a). Regarding the total foreign tourist
consumption in Japan, 313,011 million yen in Tokyo was the best by far, second was 69,699 million yen in
Hokkaido, third was 62,105 million yen in Chiba, and Okinawa was seventh, with 14,049 million yen in 2011
(JTA, 2013a).
For your reference, JTA’s statistic data is based on its own scale, which was established in 2009 for the
purpose of measuring all prefectures’ data by a uniform criterion (JTA, 2013a). Some prefectures already had
their own scale before JTA’s standard and still use their own scales, therefore, careful attention should be paid
to the possibility of having same titles but different tourism data in Japan.

Fig.

-2-1. The Number of Foreign Tourist (Major Cities)* JTA(2013a) “Tourism Statistics 2011” (共通基準
光入込客統計)”

4

Fig.

観

-2-2. The Total Foreign Tourist Consumption (Major Cities)* JTA(2013a) “Tourism Statistics 2011” (共通基準
光入込客統計)”観

Looking at the number of foreign visitors to Okinawa in 2012 country by country, the most in number
was Taiwan [140,600 people], second place was mainland China [69,500 people], third place was Hong Kong
[58,000 people], and forth place was Korea [34,200 people] (ODCTS, 2013d). The visitors from thoseneighboring Asian regions occupied about 80 percent of all foreign visitors to Okinawa, and the visitors fromthe other countries include the US, Canada, UK, Germany, and France was less than 10 percent (ODCTS,
2013d).
In regards to incoming visitors, both domestic and international, to Okinawa in 2012 peaked in March,July, and August (ODCTS, 2013a). It can be assumed that the number of visitors to Okinawa was affected by
students’ holiday such as spring break and summer vacation. On the other hand, the visitor rate bottomed out inJanuary, May, and June (ODCTS, 2013a). The reason for decrease in the number of visitors could be related topeople’s homecoming visit, and “Baiu/Tsuyu (rainy season)” in Okinawa. As to foreign visitors, the peaks
were recorded in May, July, and August, and the lows were recorded in February, November, and December(ODCTS, 2013a). It seems that tours to Okinawa are in great demand in summertime.

Fig.

-2-3. The Number of Foreign Tourist to Okinawa in 2012 (Country by country)* ODCTS (2013d) “The Number of Foreign Tourist Country by Country (2012) “国籍別入域観光客数( 成 24

Fig.

”

-2-4. The Number of Tourist to Okinawa in 2012 (Month by Month)*OSCTS (2013a)“Tourism Factsheet 2012 ( 成 24

入域観光客統計概況)”

Taking a closer look at the number of foreign visitors to Okinawa, the visitors from neighboring Asian
countries, which occupied a great part of the total number, had a decisive influence on the change in thenumber of foreign visitors (ODCTS, 2013a). The peaks of incoming visitors from North America wererecorded in March, April, and July, and lows were recorded in February and November (ODCTS, 2013a).
From European countries, peaks were in March, July, and November, and lows were in February, June, and5

December (ODCTS, 2013a). From Oceania including Australia, the obvious peak was recorded in March, andother months subsequently remained at low levels (ODCTS, 2013a).
As to the number of visitors to Japan, peaks were recorded in April, July, and August, and lows were in
February, September, and November (Japan National Tourism Organization [JNTO], 2013a). Specifically, thevisitors from North America’s peaks were in March, April, June, and October, and lows were in January,
February, August, and September (JNTO, 2013a). This trend seems to correspond with the change in thenumber of visitors from North America to Okinawa. On the other hand, visitors to Japan from European
countries’ peaks were in March, April, and October, and lows were in January, February, and June (JNTO,
2013a). The trend of European visitors to Japan was different from that to Okinawa. The trend of visitors from
Oceania had peaks in January, September, and December, and lows in May, August, and November (JNTO,
2013a). The trend of Oceania visitors to Japan was also different from that to Okinawa.
Fig.

-2-5. The Number of Foreign Tourist to Okinawa in 2012 (Month by Month)# of Foreign tourists (Right axis)

From Europe (Left axis)

From Oceania (Left axis)

From Asia (Right axis)

From North America (Left axis)(People)(People)1,200

80,00070,0001,000

60,000800

50,000600

40,00030,000400

20,000200

10,000

0

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
# of Foreign tourists 19,900 16,100 22,900 34,300 40,300 34,800 67,900 45,100 32,500 31,500 14,300 17,100
From Asia 18,300 14,800 18,900 30,100 34,700 31,300 58,300 40,700 29,400 27,700 11,400 15,400
From North America
700
500
900
900
700
800
1,100
700
600
700
500
600
From Europe
200
100
700
300
400
200
900
400
200
300
600
200
From Oceania
100
100
500
100
100
100
300
100
100
200
100
200

*OSCTS (2013a)“Tourism Factsheet 2012 ( 成 24

Fig.

計376,700
331,000
8,700
4,500
2,000

入域観光客統計概況)”-2-6. The Number of Foreign Tourist to Japan in 2012 (Month by Month)*JNTO (2013a)“Trend in International Visitors (訪日外客の動向)”

The high tourist season for other Asian countries to Japan seems to be strongly affected by the timing of

6

vacations and the promotional activities by tourism businesses such as air careers. In terms of the timing ofvacation, every April there is the “Pure Brightness Festival” in areas of the Chinese world, and many Asianpeople take a vacation to spend time with family members (China Today, 2011). July and August is during
summer vacation season like other countries. It can be assumed that many Asian people are able to make plans
for their trips in these months. Regarding tourism promotions, “Open Skies” has been playing an importantrole in the international tourism. Open skies is a bilateral air transport agreement which authorizes air careers
to make decisions about arrival and departure slots, airline roots, number of services, etc. between two nations.
Today, the Japanese government has concluded the bilateral agreements with 23 nations which include Taiwan,
Korea, and Hong Kong (Jiji Press, 2013). These agreements let air careers increase the number of flights to
Okinawa, in turn leading those businesses to start to promote tours to Okinawa. Among air careers in thosenations, especially Taiwanese careers often have promotional activities related to Okinawa. In Taiwan, there isa unique business model; most air careers retain tour agencies and those tour agencies conduct sales air tickets
and travel-related services (Hyodo & Oikawa, 2012). This system allows air careers to sell effectively,
however, tour agencies have a need to sell out tickets, which are allocated by the parent companies (Hyodo &Oikawa, 2012). Therefore, those agencies sometimes have to practice campaigns and sell tickets at a low price(Hyodo & Oikawa, 2012). These promotions also may have an impact on the number of visitors to Okinawa.
On the subject of Western countries, UK, Germany, France, US, Canada, and Australia send many
tourists off to Japan every year. In 2010, the group of visitors from the US was the greatest number with 727
thousand people, followed by Australia [225 thousand], UK [184 thousand], Canada [153 thousand], France[151 thousand], and Germany [124 thousand] (JTA, 2011). Among those visitors from Western countries, 50 to
60 percent of them visit Japan for business purposes (JTA, 2013b). On the other hand, the large part of visitorsfrom Korea, Taiwan, and Hong Kong visit Japan for sightseeing purposes (JTA, 2013b). When it comes tovisitors to Okinawa, even the largest number of visitors was 11 thousand people from the US, and the second
was 5 thousand from the UK (JTA, 2013b). In addition, most of the visitors to Okinawa from the US are
business travelers or relatives/friends of servicemen (JNTO, 2012). These results show that the visibility ofJapan, especially Okinawa, as a tourist destination among Western countries is low.
Although Western visitors to Japan are less than 20 percent (JTA, 2013b), a large majority of the
population from these countries travel abroad regularly. Specifically, Germany had 85,900 outbound travelers
in 2010 whereas its population was 81,575 thousand (OECD, 2012). It seems that the “overseas trip” iswidespread in some Western countries. However, the number of visitors from these nations to Japan has
continued be at the lowest levels. From these results, it can’t be ignored that Okinawa’s visibility is low inthose countries.

Table. -2-1. The Number of Tourist to Japan and Okinawa (Major Nations, 2010)(Tounsand People)
UK

Germany

FranceUS

CanadaAustralia

Population

62,26281,75764,824

309,774

34,12622,446# of Overseas Travelers

55,56285,90025,00060,271

28,6807,111# of Travelers to Japan

184

124

151

727

153

225

# of Travelers to Okinawa

5.5

1.5

0.8

11.1

4.0

2.3

*OECD(2012) “Tourism Trends and Policies 2012”, JTA(2011) Consumption Trend of International Visitors (訪日外国人
消費動向調査成 23
次報告書), ODCTS (2012b) “Directory of Tourism 2012 ( 成 23 版観光要覧)”

7

As they are shown above, not only Okinawa but Japan’s visibility as a tourist destination in Westerncountries is low, and Japan and Okinawa’s tourism industries heavily depend on neighboring Asian countries
such as Korea, China, and Taiwan. It is reasonable that Japan and Okinawa have those situations because of
their geographical proximity to between Asian countries. However, the fact remains that those specific Asianmarkets are more susceptible to political frictions than by other markets. From the point of view of marketing,concentrated investments are important to achieve high financial efficiencies, but it is also true that investors
have to accept huge risk since they can’t diversify the risk in preparation for failed investment. Especially, ininternational business situations, investors have to consider the risks of political and cultural frictions;
therefore, the importance of diversification of markets is significant. In fact, the number of visitors from those
Asian countries is decreasing because of some political issues between those countries and Japan. So it is safe
to say that tourism industry of Japan (including Okinawa) should look at other markets more than ever.
Considering each countries’ political stability, economic standard, internationalization of people shown infrequency of overseas travel and things, and historic data of the number of tourist to Japan, the Western market
is appropriate as the target market which Japan (and Okinawa) should aim for. Especially, as to countries,
which have many people who often go overseas travel and stay for a lengthy period of time such as UK and
Germany, if Japan (and Okinawa) can shift some part of those international travelers’ destinations to Japan(and Okinawa), tourism businesses in Japan (and Okinawa) can expect substantial number of visitors.

Fig.

-2-7. The Average Length of Stay in Japan (2012)*JTA(2013b) “Consumption Trend of International Visitors” (訪日外国人消費動向調査

成 24

次報告書)

3. Measures to Attract Foreign Visitorsa) Measures to Attract Foreign Visitors by Japanese Government
The recent tourism related activities by Japanese government originated from “Visit Japan Campaign”
which was launched in 2003, and under the campaign, Japanese government, local governments, and private
sectors have deployed various efforts to increase foreign visitors to Japan (JTA, 2013c). In 2006, “Basic Act
for Promoting a Tourism-Oriented Country” has enacted for the purpose of realization of tourism-oriented
country (Ministry of Internal Affairs and communications, 2006). In addition, to build the structure forattainment of tourism-oriented country, Japan Tourism Agency has been established in 2008 (JTA, 2012a).
Under the JTA’s administration, “Basic Plan for Promoting a Tourism-Oriented Country” has been developedand set national goals of increasing the number of foreign tourists to 18 million and doubling the number ofinternational conferences in Japan by 2016 (JTA, 2012b).

8

To date, JTA and its related organizations have implemented advertising campaigns, inviting tourism
media, and other measures in five major markets, Korea, China, Taiwan, US, and Hong Kong, and also
implemented measures for local markets such as cooperative advertising with local tour agencies, inviting
local tour agencies to Japan, and holding travel fairs in thirteen prioritized markets, Australia, Thailand, UK,
Singapore, Canada, France, Germany, Malaysia, and five major markets which were mentioned above (JTA,
2013c). As measures for the tourist destinations in Japan, the product developments and cooperative
advertising with local governments have been conducted (JTA, 2013c). JTA continues to be actively involvedin the improvement of the legal systems such as easing visa regulations and reducing the time of immigration
clearance, the preparations to receive foreign visitors such as improvement of Wi-Fi environment and increase
ATMs which can accept cards that are issued outside of Japan, and the establishment of cross-sector tourism
businesses among cultures, food, clothing, and others (JTA, 2013c).

b) Measures to Attract Foreign Visitors by Local Government of Okinawa
Okinawa has set a goal of increasing the number of incoming tourists to 10 million and 2 million foreign
tourists among them by 2022 under the “The Fifth Long-term Tourism Promotion Plan” which was issued in2012 (ODCTS, 2012c). Also, it has set a goal of increasing tourists from European countries to 30 thousand
within a couple of years from 2012 (ODCTS, 2013e). In the past, the measures for attracting foreign visitors to
Okinawa were mainly targeting Asian markets, specifically, the Chinese world; for example, there were intense
advertising in Taiwan, Beijing, Shanghai, Hon Kong, and Korea, and promoting the introduction of “China
Union Pay” cards which are mostly used by Chinese (Nagao, 2012). Moreover, as a measure which holds great
expectation, there is the issuance of a multi-entry visa which is a type of visa that allows the holder to enterand leave the country multiple times within a given period of time as long as those holders visit to Okinawa
first (Nikkei, 2012). Practically, only rich Chinese can get the visa since there are some conditions related toincome. In tune with these trends, air careers, tour agencies, and other tourism industry related businesses inJapan and East Asia has activated efforts to enter the market in Okinawa.
Today, some measures for attracting foreigners have conducted. For example, the call center, which
provides tourism information to foreign travelers in English, Chinese, and Korean on a round-the-clock basis,has been established (Okinawa Convention & Visitors Bureau [OCVB], 2013a). Also, Okinawa prefecture
expanded information and communications services by improving Wi-Fi environment (OCVB, 2013b).
Besides, the prefecture announced its tourism brand “Be Okinawa” which aims for getting attention from allover the world (ODCTS, 2013f). Under the brand, Okinawa focuses on “Premium FIT (Frequent Individual
Tourist)”, who go out for oversea travel privately at least once a year and stay upper intermediate hotels(ODCTS, 2013f). As measures focus on the Western market, Okinawa started to run a booth at travel fares inthose countries and to invite travel magazine writers to Okinawa (ODCTS, 2013e). However, these are notenough to triple the number of European visitors to Okinawa, therefore Okinawa should strengthen its
countermeasures to attract people from those countries.

9III. Current Situation Survey of Foreign Tourists in Okinawa
1. Questionnaire Study of Foreign Tourists in Okinawa
With the goal of seeing a picture of Okinawa tourism from the Western people’s perspective, thequestionnaire study focused on Westerners who have visited to Okinawa was conducted.

a) Study Object
109 questionnaire results of Western people who have visited to Okinawa were collected and 77 resultsof them were valid responses.

b) Survey Method
Web-based research. Asked for cooperation through SNS, websites related to Okinawa tourism forforeigners, restaurants and bars in Okinawa. The surveillance period was from August 2012 to October 2012
(three months). Survey slips were prepared in four languages: English, Spanish, German, and French.

c) Survey Content
Age, nationality, number of times of travel experience to Japan and Okinawa, means of
information-gathering about Okinawa, the length of stay in Okinawa, places visited in Okinawa, satisfactionlevel of accommodation, natural environment, tourism resources, etc. of Okinawa. (41 questions) The annual
survey on foreign tourists in Okinawa that was conducted by Okinawa Prefecture was referred.

d) Findings
On the basis of respondents’ age, 23 percent of the respondents were 20s, 27 percent were 30s, 33
percent were 40s, and 12 percent were 50s. This result shows that visitors to Okinawa represented a variety ofages, but comparatively people in old age were few. On the basis of gender, 66 percent were male and 34
percent were female.
To look at the numbers of visitors by nationality, US citizens make up the largest portion of visitors to
Okinawa. 34 percent of respondents were American, 19 percent were Germany, and 10 percent of them replied
they were from UK, 8 percent were Canadian, and another 8 percent replied they are French. Since Okinawa
has US military bases, many of businesspersons to the bases and family members and friends/acquaintances ofservicemen are coming in to Okinawa. It must be the reason of having many American visitors to Okinawa.
As to frequency of oversea travel, 43 percent answered “Once in a couple of years”, 38% replied “a few
times in a year”. Thus, people visit to Okinawa can be assumed to be frequent international travelers. 64
percent of respondents’ answered their economic status as “Working” and 14 percent of them answered “House
maker”. Then 5 percent replied as “Retired” and another 5 percent were “Student”. From this result, it ispresumed that there is a linkage between decision-making about Okinawa trip and income.

10

Fig.

Fig.

-1-1. AgeFig.

-1-3. Nationality

Fig.

Fig.

-1-2. Gender-1-4. Frequency of Oversea Travel-1-5. Economic Status

To the question of travel experience to Japan, 21 percent said it was “First time”. Second most answer
was “3-5 times” [26 percent], and third was “2 times” [23 percent]. Also, there were people who have been to
Japan “More than 11 times” [20 percent]. Those people, who have visited to Japan many times, could bebusinesspersons or people who have relatives or friends in Japan. Regarding the question of travel experience
to Okinawa, the most answer was 27 percent of “First time”, followed by 30 percent of “2 times”, 22 percent
of “3-5 times”, and 13 percent of “More than 11 times”. In this research, there were many frequent Okinawa
visitors. As a reason of the result, since many of the respondents’ purpose to visit Okinawa was “Study(Karate/Kobudo)”, there could be many people who visit to Okinawa multiple times for Karate trainings.
Concerning the number of people in the travel group, the respondents replied “1” if it was solo trip. If
the respondents had one companion, then they would answer “2”. As are result of the question, 25 percent
were “1 (by him/herself), 31 percent were “2”. Although individual or small group travel occupied large part of
the respondents, there were 23 percent of “More than 6”. Again, most of them answered their purpose of trip
wereStudy (Karate/Kobudo)”. As to relationship with/to travel companions, the most answer was 36 peopleof “Friends”, followed by 17 of “Family” and 15 of “Spouse/Partner”.

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Fig.

Fig.

-1-6. Travel Experience to Japan

-1-8. The Number of people in Your Travel Group

Fig.

Fig.

-1-7. Travel Experience to Okinawa-1-9. Relationship with/to the Members

Almost all of the Western visitors [98 percent] to Okinawa used public airplanes as the means oftransportation. Some visitors from neighboring Asian countries use cruise ships, and the number of ship fromthose countries calling at Okinawa has been increasing. On the other hand, it is quite unlikely to be able tohave cruise ships directly from Western countries due to Okinawa’s geographical location.
As to the airports that were used for transfer before getting to Okinawa, Narita International Airport was
the most popular airport [25 people], then Haneda as “Tokyo International Airport” was second [15 people].
The people who used “Kansai International Airport” [5 people] were fewer than the people who used “Taiwan
Taoyuan International Airport” [8 people]. The results of next question about the transfer airports visitors used
after leaving Okinawa was almost same rank order. The results of transfer airports must be affected by the
number of international routes, which those airports have. To be more specific, Narita International Airport had
81 flights to Europe, 115 flights to North America, and 18 flights to Oceania (TISCO JAPAN, 2013). On theother hand, Kansai International Airport had only 18 fights to Europe, 30 flights to North America, and 18
flights to Oceania (New Kansai International Airport Company, 2013). Regarding Taiwan Taoyuan
International Airport, there were 6 daily flights between Naha International Airport (Naha Airport Building,2013 .
Fig.

12-1-10. Means of Transportation to Travel to Okinawa

Fig.

-1-11. Transfer Airport Used Before Coming to Okinawa

Fig.

-1-11. Transfer Airport Used After Leaving Okinawa

On the basis of the cities people visited besides Okinawa, the most popular city was 42 people of Tokyo,
followed by 20 of Osaka, 19 of Kyoto/Nara, 17 of “Around Kanto”, 14 of “Around Osaka”, and 12 of “Around
Nagoya”. Since TOKYO is a key of sightseeing, business, and transportation, the city is very popular among
foreign visitors along with Osaka, Kyoto, and Nara as the cities in Golden Route. Also, it is assumed that manyof visitors to Okinawa actually didn’t focus only on Okinawa as their travel destinations and chose Okinawa asa part of tour to Japan. 10 respondents answered that they went some other cities outside of Japan.
Fig.

-1-13. Other Cities in Japan You Visited on This Trip

Table.

-1-1. Other Cities Outside of Japan You Visited on This Trip

As to duration of the trip to Japan, 41 percent of respondents answered “15-30 days”, 33 percent of themanswered “7-14 days”, and 24 percent of them answered “More than 2 months”. In Okinawa, 47 percent ofrespondents spent “7-14 days”, 20 percent spent “15-30 days”, 13 percent stayed 4-6 days, and 18 percent
stayed “More than 2 months”. As it was mentioned above, the number of visitors whose purpose to visit Japan
must have been affected by this result.
Fig. -1-14. Duration of the Trip (Total)Fig.

-1-15. Duration of the Trip (in Okinawa)13

Regarding the islands in Okinawa people visited, the most answer was 49 people of “Main Island”,
followed by 11 of “Miyako Island” and “Zamami/Aka Island”. “Tokashiki Island” [10 people] was more
popular than “Ishigaki Island” [7 people]. One of the reasons of high popularity of Kerama Islands, which
include Zamami, Aka, and Tokashiki, is considered that the world most famous travel book “Lonely Planet”
introduces Kerama Islands as “the most attractive islands in the entire Southwest islands with crystal clear
water and excellent white sand beaches” (Rowthorn et al., 2011).
Fig.

-1-16. Islands You Visited in Okinawa

As the purposes of the trip, 33 respondents answered “Recreation and relaxation”, 26 answered “Study(karate/kobudo)”, 22 answered, “Visit sightseeing spots”, 19 answered, “Visit historical heritages”, and 17
answered “Nature”. The annual survey on foreign tourists in 2011 which conducted by Okinawa prefecture
also included a similar question, and its American respondents’ top five answer were “Home coming/visiting
relatives”,

Visit sightseeing spots”, “Business,” Recreation and relaxation,” and “Event” (ODCTS, 2012d).

These two surveys have slightly different alternatives, but results were almost close.

Study (karate/kobudo)”

got second place. The result might be related to quadrennial karate event, “Goju-ryu World Budosai” which
was taken place in July 2012 in Okinawa. According to the organizer of the event, they had about 700
participants from 42 nations (International Okinawan Goju-ryu karatedo Federation, 2012).
Fig.

14

-1-17. The Purpose of the Trip

In terms of the means of collecting information on Okinawa before visiting, most people answered“Internet”, second place was 38 with “Friends/acquaintances”, and third was “Travel books”. According toOkinawa prefecture, the result of their survey showed that most useful information resource for American
visitors were “Friends/acquaintances”, “Internet” and “Accommodation staff”, and for other visitors including
some European were “Free papers”, “Accommodation staff”, and “Tourist information center at the airport”(ODCTS, 2012d). Among the alternatives of Okinawa prefecture’s questionnaire, “Local people” was notincluded as information resources whereas it was included in this survey. However, according to this survey
result, the Westerners seem to try to communicate local Okinawan across a language barrier, and they are able
to get information from those locals.
Fig. -1-18. Means of Information Collection on
Okinawa Before VisitingFig.

-1-19. Means of Information Collection on
Okinawa During Stay

Considering accommodations in Okinawa, “Hotel” [36 people] was the most popular place to stay. In asecond, “Private house” [22 people] was chosen, and the third was “Hostel” [12 people]. About “Privatehouse”, there could be at least two cases: staying at friends/acquaintances’ place, and weekly or monthly
apartments for long stay travelers. With respect to the third most answer “Hostel”, the westerners seem to be
more likely to stay these types of accommodations compare to Japanese.
As for transportation, 39 of the Western visitors used “Monorail”, then 34 of them used “Taxi”, 23 ofthem used “Rental car”, and 17 of them used “Boat/ferry”. The most popular transportation “Monorails” only
run in the part of Naha city and the second most “Taxies” cost a lot for long distance travel. Therefore, many of
the Western travelers also must have used “City bus”, “Rental car” or friend/acquaintance’s cars for their trip.
In Okinawa, foreign travelers have to have international driver’s licenses to use rental cars. That could be areason that some respondents didn’t use rental cars even those cars are very convenient for Okinawa trip.
Fig.

-1-20. Type of Accommodations You Stayed inFig.

-1-21. Means of Transportation You Used15

Regarding popular places respondents visited in Okinawa, the most answer was 51 people of “Shuri
Castle” followed by 47 of “Kokusai Street”, 45 of “Beach”, 39 of “Heiwa Street/Makishi Public Market”, and
35 of “Churaumi Aquarium”. According to Okinawa Prefecture, Asian tourists tend to visit “Ocean Expo Park
(incl. Churaumi Aquarium)”, “Shuri Castle”, “Nago Pineapple park”, “Okinawa world (Gyokusendo)”, and“Natural Tourist Destination” (ODCTS, 2012d). Compared to Asian, Westerners tend to enjoy “Beach” andHeiwa Street/Makishi Public Market”.
Fig.

-1-22. Places You Visited in Okinawa

As places visited for eating, “restaurant” [59 people] was the most popular place. Secondly, 50 of“Izakaya (Japanese style pub)” and thirdly, 42 of “Convenience stores/supermarket” were popular. Also, there
were people who answered “Bars” [38 people], “Fast-food Chains” [35 people] or “Self-catering” [21 people].
It can be assumed that Westerners can choose places for eating without any demur depending on
circumstances.
Fig.

16

-1-23. Places you Visited for Eating During the Stay

From the survey asking the “Top five things you expected from Okinawa” the respondents answered:“Interaction with local people” [42 people], “Beautiful beaches and oceans” [40 people], “Good food” [39people], “Unique culture and history” [37 people], and “Laid-back atmosphere” [35 people]. Interestingly, 15
people replied that they expected “Japaneseness” from Okinawa whereas 30 people answered they expected“Okinawaness”. For Japanese tourists, Okinawa is the place of “foreign sentiment”. However, for Western
people, since Okinawa is still part of Japan, they expect sense of Japan from Okinawa.
Top five of “Things that were as expected from Okinawa” were 43 people of “Good food”, 40 of“Interaction with local people”, 38 of “Okinawaness”, 37 of “Laid-back atmosphere”, and 36 of “Uniqueculture and history”. On the other hand, the number of answers for the question “Things that fell short of yourexpectations” was comparatively low [total 68]. Therefore, basically, it is safe to say that travel to Okinawa
didn’t disappoint their expectations.
As “Things that fell short of your expectations”, “Beautiful beaches and oceans” [10 people],“Interaction with local people” [7 people], and Natural Environment [7 people] were included. On the contrary,as “Things that exceeded your expectations”, “Okinawaness” [27 people], “Interaction with local people” [26people], “Good food” [26 people], “Laid-back atmosphere” [25 people], and “Hospitality” [25 people] werechosen. Keywords here are “interaction with local”, “beautiful nature”, and “unique culture”.
Fig.

Fig.

-1-24. Things You Expected from Okinawa

Fig.

-1-25. Things That Were as Expected from Okinawa-1-26. Things That Fell Short of Your Expectations

Fig.

-1-27. Things That Exceeded Your Expectations

As good experiences in Okinawa, the respondents specifically cited that natures and beaches which areaway from urban area, Okinawans’ hospitality mind, excellent environment for Karate training. On the other
hand, as bad experiences, the difficulties in communication due to language barrier, dissatisfaction with thetransportation system, and frustration over inconvenient ATMs were mentioned. Also, some complained about
US servicemen.

17

18

Table.

-1-2. Good Experiences of Okinawa Trip (Specifically)

Table.

-1-3. Bad Experiences of Okinawa Trip (Specifically)

Concerning the satisfaction level with travel to Okinawa, this survey investigates 10 aspects; overallsatisfaction of the trip, accommodations, natural environment, transportation systems, tourist facilities,
cuisines/meals, hospitality, ability of language skill of Okinawan, signboards, and convenience of payment.
Regarding overall satisfaction, 70 percent of respondents were “very satisfied” and other 30 percent
were “satisfied”. In other words, all of respondents were somewhat satisfied with Okinawa travel.
As to accommodations, “Very satisfied” and “Satisfied”, all together 95 percent of them show theirsatisfaction. However, hotel employees’ lack of language ability was pointed out in other questions.
In terms of natural environment, 43 percent of respondents chose “Very satisfied” and 41 percent said
“Satisfied” whereas 12 percent of them chose “No opinion” and 4 percent said “Unsatisfied”. Okinawa shouldtake this result seriously since Okinawa promotes its rich natural environment.
Concerning Okinawa’s transportation system, 38 percent of respondents felt “very satisfied” and 43
percent felt “Satisfied”. On the other hand, 11 percent of them felt “Unsatisfied” or “Very unsatisfied”. In thefree comments, there were visitors who requested signs in English or English announcement in city buses, andcomplained about expensive bus fare. Also, constant traffic jams and safety hazard for cyclists were pointed
out.
Fig.

Fig.

-1-28. Satisfaction Level with Trip to Okinawa (Overall)-1-30. Satisfaction Level with Natural Environment

Fig.

Fig.

-1-29. Satisfaction Level with Accommodations-1-31. Satisfaction Level with Transportation Systems

On the subject of tourist facilities in Okinawa, 81 percent of respondents answered “Very satisfied” or“Satisfied”. Also, in regard to cuisine/meal, 96 percent of them said “Very satisfied” or “Satisfied”. In addition,
about Okinawan’s hospitality, 93 percent of them answered “Very satisfied” or “Satisfied”. These aspects got
comparatively high marks from Western visitors.
On the other hand, as to Okinawans’ language ability, whereas 52 percent of them answered “Verysatisfied” or “Satisfied”, 24 percent of them answered “Very unsatisfied” or “Unsatisfied”, and 24 percent
chose “No opinion”. It is impossible to improve the language ability of Okinawan people in a short space of19

time, so Okinawa should take effective measures for this issue as soon as possible. Also, tourism industry in
Okinawa should take immediate actions that are feasible with no hassle; for example, preparing freeneighborhood maps, explanatory leaflets, food menu, and etc. in multi-languages definitely can help foreign
tourists to have safe and comfortable travels.
Fig.

-1-32. Satisfaction Level with Tourist Facilities

Fig.

-1-34. Satisfaction Level with Hospitality

Fig.

Fig.

-1-33. Satisfaction Level with Cuisine/Meal-1-35. Satisfaction Level with Language Ability of Okinawan

As to signboards in Okinawa, the respondents showed similar attitude to the results of language ability
question. Signboards are very important to have safe and comfortable travels in foreign countries, especiallyplaces local people don’t speak English. Okinawa should improve its signboards as soon as possible.
Regarding payment methods, 72 percent of respondents answered

Very satisfied” or “Satisfied” and 26

percent said “No opinion”. However, there were some negative comments about inconvenient ATMs. Okinawa
seems to be better keep taking actions to deal with these complaints.
Fig.

-1-36. Satisfaction Level with Sign Boards

Fig.

-1-37. Satisfaction Level with Convenience of Payment

Lastly, in terms of the question of plans to revisit to Okinawa, 80 percent of respondents answered“Definitely”, 17 percent of them answered “Probably”. Almost all of respondents have incentive to revisit

20

Okinawa. The survey which Okinawa prefecture conducted included same question and its result also showed
visitors’ incentive to come back to Okinawa: 93 percent of American and 79 percent of “Others” which
includes Europeans, answered that they want to revisit Okinawa (ODCTS, 2012d). Although there were somedrawbacks in Okinawa tourism, many of Western visitors can be satisfied by travel to Okinawa.
Fig.

-1-38. Plans to Revisit to Okinawa

2. Interview Researches with Tour Agencies and Japan National Tourism Organization
With the purpose of understanding Okinawa tourism from the view point of European, interview
researches with tour agencies in European countries which deal with tour to Japan was conducted. Also, tounderstand government efforts related to inbound tourism, the interview with overseas offices of Japan
National Tourism Organization were conducted.
a) Survey Object
Into Japan Specialist Tours (Oxford, www.intojapan.co.uk/)
Oku Japan (Twickenham, http://www.okujapan.com/)
Unique Japan Tours (London, http://www.uniquejapantours.com/)
JALPAK Frankfurt Office (Frankfurt, http://www.jalpak.de/)
MIKI Reisen GmbH (Frankfurt, http://www.miki-reisen.de/)Japan National Tourism Organization [JNTO] London Office and Frankfurt OfficeLondon Tourist Information Centre (http://www.visitlondon.com/tag/tourist-information-centre)b) Survey Method
Interview research based on the questionnaire form.
c) Survey Content
Trends in travelers to Japan, popular tourist destinations, marketing potential of Okinawa Tourism, etc.
d) Findings
Among European countries, this research focused on the UK and Germany that send many tourists toJapan. The interviews with five tour agencies, which locate in the UK or Germany and deal with tour to Japan,
and two JNTO offices, London and Frankfurt, were conducted.
Those five tour agencies are specialized for (or focus on at least) tours to Japan, and most of thembasically run web-based businesses. Their customers are not only in the UK or Germany but also in other21European countries, the US and Australia. For the customer care, some of them have offices in Japan andothers have local agents and guides to support their customers’ travel in Japan. Many of their customers areindividual travelers. For the customers’ safe and comfortable travel, some of them provide customized tour
guidebooks.
JNTO Frankfurt office’s cover areas are Germany, Austria, Poland, Czech, Slovakia, Hungary, Slovenia,
Rumania, Serbia and Montenegro, Croatia, Bosnia and Herzegovina, Bulgaria, Macedonia, Yugoslavia,
Albania, and Switzerland. London office covers the UK, Russia, the Netherlands, Iceland, Sweden, Denmark,Norway, Finland, and European countries except countries, which are covered by Frankfurt office or Paris
office (mainly South Europe), Middle Eastern countries, some African countries where English is used.

< Trends in Travelers to Japan >In the UK, people can take 7 to 10 days off for vacation trip in many cases (JNTO London [JNTOL],
2013). Most of people who visit Japan plan 10 to 14 days trip to Japan (Into Japan Specialist Tours [IJST],2013). In Germany, although it depends on job types, the working environment allows people to take longleaves compared to other countries (MIKI Reisen GmbH [MRG], 2013), and the average duration of travel toJapan is 10 to 14 days (JNTO Frankfurt [JNTOF], 2013). Those who have children tend to choose school
holiday seasons to go overseas trip (JNTOL, 2013). Popular destinations in Japan are Tokyo, Kyoto, Nara,
Hiroshima, Hakone, Nikko, etc. and the tours to those cities are called “Golden Route” (JNTOL, 2013).
Recently, Kurobe, Tateyama, and Matsumoto, which has Matsumoto castle, become popular (Unique Japan
Tours [UJT], 2013]. So far, Hokkaido, Tohoku, Sikoku, Kyusyu, and Okinawa are not included in themainstream of tours to Japan (UJT, 2013). European people prefer to visit Japan in the spring (March andApril) and fall-time (October and November) in Japan (UJT, 2013), and request the tours to enjoy Hanami(cherry blossoms viewing) for spring and Koyo (autumn leaves) for fall (MRG, 2013). Among students,
summer time can be an alternative to go to Japan (UJT, 2013). Overall, since summer in Japan is too hot forsightseeing and airfare and accommodations are comparatively expensive in July and August, many ofEuropean people tend to go to Japan in spring or fall (IJST, 2013).
In the UK, it seems like people, who are willing to visit Japan, are in the middle to upper class, or are
retired who have enough savings (IJST, 2013). On the other hand, in Germany, those who are in the middle
class are the majority, and they choose reasonably priced services (MRG, 2013). Considering German market,
about 90 percent people are in the middle class like Japan, its potential as a sales target for Japanese tourism ishigh (JNTOF, 2013). In the basis of the age group of tourists to Japan, many people are in 30s to 40s andpost-retirement in the UK (JNTOF, 2013). German seems to have the similar tendency with people in the UK(JNTOF, 2013). Regarding the budget of travel, although it totally depends on the rank of accommodation, theaverage budget is 2,000 to 3,000 pound per person in the UK, and 2,500 to 3,000 Euros per person inGermany.
In the UK, people who ask for the arrangement of the trip to Japan seem to prefer comfort andconvenience to the low price (IJST, 2013). In contrast, reflecting their solid character, German tends to be
more value-oriented when they plan for trips (JNTOF, 2013). Many of German prefer frugality, but they arewilling to pay for the things that they believe those things are worthwhile, such as cars and habitations

22

(JALPAK Frankfurt [JALPAKF], 2013). For many of German, travelling is one of the something of value, anda lot of people prioritize travelling over others and try to save money for travelling, although they don’t preferexpensive tours (MRG, 2013). About 70 percent of Germans who actually visit Japan choose FIT (foreign
Independent Tour), and they arrange accommodations according to the purpose of their stay (JNTOF, 2013).
For example, sometimes they stay at economy hotels in Tokyo, but later, they stay at Japanese-Ryokan, whichcosts hundreds of dollars for a night (JNTOF, 2013). Thus, Germans prefer good economic independent travels.
Therefore, some tour agencies in Germany offer range of 2 or 3 days short tours and let customers arrange
their tour plans by their own needs (MRG, 2013).
For most Europeans, the main purpose of travelling to Japan is to experience “true Japan” (Oku Japan[OJ], 2013). The average European’s image towards Japan is “Shrines and Temples”, “Fuji-Yama”, “Cherry
Blossoms”, “Geisha”, “Kabuki”, or something like those things (IJST, 2013). Even today, many Europeans
visit to Japan in search for stereotyped image of Japan (JNTOF, 2013). On that point, Kyoto reveals a better
understanding of Europeans’ needs, and the city provides variety of cultural experience programs as its service
products such as staying at a “Machiya”(old Japanese style wooden house), dressing in “Kimono”, having a
conversation with a “Geisha”, and most importantly, that those services are available with English guides(JNTOF, 2013).
European people also have strong image towards Japan as modern and high-tech city; the punctuality of
trains, especially, it isn’t too much to say that “Shinkansen” (bullet train) is one of the famous tourism
resources in Japan (IJST, 2013). In addition, the strong image of the other side of Japan, such as Tokyo Sky
Tree, inner city forests of neon, Akihabara as the center of “Japanese anime culture”, get planted in Europeans’
head, and those people believe Japan has very unique culture where both “classical” Japan and “cutting-edge”
Japan coexist (UJT, 2013).
However, it doesn’t mean that average European feels a strong sense of familiarity like the average
Japanese person feels towards European culture (JNTOF, 213). So, they don’t always have accurate knowledge
about Japan; they sometimes confuse Japanese race, culture, history, etc. with other Far East countries such as
Chinese or Korean ones (JALPAKF, 2013). Exceptionally, people in Dusseldorf, which is famous city as theindustrial heart in Germany, are familiar with Japanese culture since the city has a lot of Japanese-affiliatedcompanies (JALPAKF, 2013).
It takes time to be chosen as a tourism destination, but Japan can indulge European tourists’ cultural
curiosity (JNTOL, 2013). There are a lot of feedbacks from people after visiting Japan, and many people said
they would revisit Japan (JNTOL, 2013). But, as long as their trip were not business purposes, it seems thattravelling to Japan is once in a lifetime event for many of them because, moneywise and timewise, it costs a lot(UJT, 2013). Therefore, Okinawa has to be chosen as a travel destination before European tourists actuallyleave for Japan (JALPAKF, 2013). For your information, about 60 percent of travelers from Germany and 50
percent of travelers from the UK visit japan for business purposes, and the number of repeat visitors of thosecounties are relatively high when it includes business travelers (JNTOF, 2013). When Europeans collectinformation on Japan, they mainly use Internet, newspapers/magazines, the website of tour agencies, and mostof travelers decide where to stay and how to get before leaving for Japan (JNTOL, 2013). Therefore, Okinawa
has to be in the list of candidate sites for travel destinations when those Europeans arrange their tour to Japan.

23

As one of notable market for Okinawa tourism, JNTO London office mentioned Russia. Among someRussian wealthy class, unknown resort destinations are popular because they can keep out of the public gazeand enjoy their own private time (JNTOL, 2013). Since Okinawa prefecture focuses on the higher
socioeconomic group, it should pay attention to the trends of Russian market. JNTO London office already has
developed tours to Okinawa, and, although it just started to promote the tour, feels a good response from themarket (JNTOL, 2013).
JNTO Frankfurt office makes expectations on Polish market as a potential market for Japanese tourism
business. Poland has not only high economic growth rate but also fervor for education, and its college-goingrate is about 70 percent (JNTOF, 2013). Therefore, the country can be expected more economic growth(JNTOF, 2013). Additionally, Japan and Poland’s relationship is very favorable (JNTOF, 2013). Since Poland
has many Japanophile people, cultural and economic interactions can be developed through tourism (JNTOF,
2013).
Table. -2-1. Trends in Travelers to Japan
Trends in Travelers to Japan・Vacation trip: UK → 7-14 days, Germany → 14-30 days
・Families with kids tend to choose school holiday seasons
・Round-trip tour of Golden Route (Tokyo, Hakone, Kyoto, Nara,
Hiroshima, etc.)
・Hokkaido, Tohoku, Shikoku, Kyusyu, and Okinawa are not mainstream・Spring and Fall are popular
・Economic status of travelers to Japan
UK → Middle to upper class, or retied with enough savings
Germany → Middle class・Budget (per person including airfare)
UK → 2,000 – 3,000 Pound, Germany → 2,500 – 3,000 Euro・Age group → 30s, 40s, and retired (UK and Germany)

・Attitudes when people choose travel related service
UK → Comfort and convenience over low price
Germany → Value-oriented, but willing to pay for valuable things
・Purpose of Travel to Japan is experience
True Japan・Stereotyped image:
Shrines and Temples
Fuji-Yama
Cherry Blossoms
GeishaKabuki・Coexists of traditional classical Japan and cutting-edge Japan・Sense of familiarity: Europeans ＜ Japanese→ Many Europeans don’t have accurate knowledge about Japan
・Europeans’ satisfaction level towards travel to Japan is high・Many wants to revisit Japan but one time event for most people
・Notable markets: UK, Germany, France, Russia, Poland< Tourism Resources of Okinawa >Among Europeans, Okinawa has started to get its recognition as a beach resort but not as a destination ofcultural heritage, which is known as Ryukyu Dynasty culture (JNTOL, 2013). As a beach resort destination,
Okinawa is very popular in the domestic market. However, compared to Okinawa, other Asian beach resorts
such as Phuket and Bali have big price advantages in airfare, accommodations, food and drinks, and so on(IJST, 2013). These Asian beach resorts also have developed for the Western market, therefore many people,
who are engaged in tourism industry, are able to communicate in English at some level (IJST, 2013). In
addition, there are frequent charter flights between major cities in Europe and those Asian resorts destinations(IJST, 2013). Thus, as a beach resort destination, those Asian cities are competitive over Okinawa.
In terms of German’s favorite resort destinations, there are Majorca, Turkey, Thailand, Malaysia, andSingapore. Since many charter flights from cities in Germany are available, German people can enjoybudget-pleasing vacations in Majorca (JNTOF, 2013). Turkey, which has developed through the mixing ofvarious cultures, is also very popular among German people because of its unique culture and cheap price(JNTOF, 2013). Furthermore, regarding Thailand, Malaysia, and Singapore, because of the history that
Germany had been accepted boatpeople, there are many second or third generations of those people as its
citizen (MRG, 2013). Therefore, German people are familiar with food and other cultures of those Asian
countries, and visibility of these countries are comparatively high (MRG, 0213).

24

Concerning the beaches in Okinawa, most of beaches and surrounding businesses close after its peakseason (May to September) even though other seasons are still pleasant and swimmable for the Westerners(JNTOL, 2013). The travel guide, Lonely Planet, also introduces Okinawa’s climate that swimmable throughthe year (Rowthorn et al., 2011). Therefore, Okinawa is expected to consider if it can improve its beach related
conditions and regulations to have more tourists from Western countries in its low season.
Okinawa also should try to sell its unique culture, which only Okinawa can offer, besides its resort
feeling more than ever since most of tourists to Japan expect to experience cross-cultural experience (JNTOL,
2013). As of now, Okinawa doesn’t have much visibility regarding the rich history of the Ryukyu Dynasty, acultural aspect of Okinawa that can be used as an incentive for Europeans to visit Okinawa (JNTOL, 2013). Asa mean of applying its unique culture as an attractive tourism resource, Okinawa can emphasize the culturaldifferences between Okinawa and other part of Japan (JNTOL, 2013). For example, Okinawa’s standout mixed
Asian culture can be compared to Tokyo’s futuristic image and Kyoto’s stereotyped Japanese image. Since
Okinawa and other cities in Japan have very different town sceneries, people, food and many of other things,
Okinawa can exploit its characteristic in the tourism business (IJST, 2013).
To sell Okinawa’s unique culture, “community based tourism [CBT]” is also promising (OJ, 2013).
Although there are various interpretations of CBT, its basic definition can be “the community-centered tourism”(Hahakura, n.d.). In particular, for example, there are real life experiences of local community thoroughhomestay in rural areas, and sightseeing tour of history/culture/nature with local tour guides. Tanaba city inWakayama prefecture is one of the famous cities in Japan that offers services that focuses on Western tourists’needs with combined efforts of the local government and the private sector (OJ, 2013). Tanabe has“Kumano-Kodo” which is part of the world heritage-listed site, “Sacred Sites and Pilgrimage Routes in the Kii
Mountain Range”, and its cultural landscape and beautiful nature are highly valued among foreign visitors(Ogata, 2011). Tanabe, therefore, decided to focus on the Western tourists, and started to research the needs ofWestern tourists from the point of view of foreigner (Kubo, 2012). After those researches with foreigners’
sensibility, the tourism businesses in Tanabe were comfortably able to boost the level of preparations to receive
international visitors: Applying posters and leaflets with multi-languages by the methods not to interfere withthe beautiful views and distributing frequently-asked questions papers, which are written side by side in
English and Japanese, to tourist facilities, accommodations, restaurants, and etc. to make it easier for visitors
and businesses to communicate each other (Kubo, 2012).
In Okinawa, if the communities can develop nature and/or traditional arts expiring tours with local
people, Okinawa may be able to get more attentions from the Western people (OJ, 2013). According to thesurvey result, Okinawa has many Western travelers, who visit to Okinawa for Karate or Kobudo training. Since
Karate is strongly connected to Ryukyu culture in many ways, the CBT tours which offer martial arts trainings
with local community life experiences can be one of the more attractive tours. In addition, Okinawa has a richnatural environment as represented by beautiful coral reefs and numerous species of marine, lives which attract
divers, and subtropical jungle with endemic flora and fauna. Therefore, the CBT tours combined with natureexperiences such as diving or hiking would be catching tourist attractions (OJ, 2013). As a matter of fact,
nature tours in Japan are very popular among European tourists (OJ, 2013). For example, the access to Yaku
Island is not easy even from other cities in Japan, but a nature tour to the island is popular for active tourists

25since the island offers some very unique nature experiences (OJ, 2013). Okinawa already has those nature
tours such as diving and snorkeling at beautiful oceans and beaches, kayaking at mangrove forests, andtrekking at rivers and forests. Now, Okinawa is required to have more tour guides who understand local naturalenvironment and are able to introduce its blessed nature in other languages to increase travelers from Westerncountries.
Table. -2-2. Okinawa’s Tourism Resources
Okinawa’s Tourism Resources
・Visibility as a Beach resort is becoming high・Ryukyu dynasty culture is little-known
・Less competitive as a beach resort against Asian countries
・Beach season starts late and closes early→ Spring and Fall in Okinawa are swimmable for the Westerners
・Need to push appealing culture besides beach resort image
・Okinawa is totally different from the image oftrue Japan→ Contrast between
Japan-ness
andOkinawa-ness→ Strong marketing strategy is required・Community Based Tourism is promising for Okinawa→ Attract foreign tourists with local characteristics→ Karate/Kobudo, traditional arts, etc.
・Nature tours→ Diving, snorkeling, kayaking, trekking, etc.
→ Bilingual tour guides who understand local culture and nature< Accommodations >Many Western people want to try to stay at a Ryokan (Japanese style inn) at least once while they are in
Japan (JALPAKF, 2013). However, many of them choose to stay at a Ryokan for a few nights; some of themfeel discomfort from sleeping on a futon on tatami floors, and some have trouble relaxing in the room because
serving ladies often come and go to take care of guests (JALPAKF, 2013). It is also true that many Western
people get confused by unique rules; taking shoes off when guests enter the room, how to use large communal
bath, and cuisines which guests never have seen before and don’t know how to eat (IJST, 2013). In terms of ahigh-class Ryokan, since some guests can’t enjoy Japanese style services as they pay for, tour agencies have tobe required careful handlings when they introduce those types of accommodation to customers (UJT, 2013).
Most Western tourists stay at Ryokan type accommodations for a few nights and stay at familiar Western style
hotels for the rest of their stay (JNTOF, 2013).
In the UK, travel agents often recommend superior class tours for the people, who choose Japan as theirtravel destination, since those customer segments prefer quality to low prices (UJT, 2013). Regarding German
tourists, they often choose 3 star hotels and value low prices over the size of rooms (JNTOF, 2013). Many ofGerman travelers are fine with staying at economy hotels as long as the locations are safe and convenient(MRG, 2013). For those who choose economy class tour, “reasonable price” is one of the important keywords(JNTOF, 2013). If the purpose of their trips is enjoying the nature, not few German travelers are also interested
in cheap accommodations such as campsite and bungalow (JNTOF, 2013). On the other hand, as it was
mentioned above, German don’t mind to spend a huge amount of money for Ryokan if they are interested in(JNTOF, 2013). Considering Russian market, hotels in Okinawa have some issues. Hotels in Okinawa don’t
have enough “double rooms” but most hotels give extra importance to have “twin rooms” since Japanese
prefer “twin rooms” (JNTOL, 2013). In order to have Russian customers, especially, middle to upper
customers, hotels have to prepare “double rooms” (JNTOL, 2013). Furthermore, travel agencies have torecommend “suite rooms” for those travelers “suite rooms” since size of rooms and beds are too small (JNTOL,
2013).

26

To travel agencies, when they look for accommodations in Okinawa to introduce to their customers, it iseasy to find information of better-class hotels since those hotels have enough information in English on theirwebsite, but it is hard to introduce reasonable accommodations such as economy hotels or B&Bs because
agencies can’t have information of those accommodations in a comprehensive way in English (MRG, 2013).
Obviously, it is very difficult to collect information for travelers who try to book their trips by themselves,
even by online booking service because of language differences. A lot of Western tourists enjoy individual
travel, and what they need is a comprehensive website that offer information of reasonable hotels, the view
from those hotels, sightseeing spots which are nearby, what kind of food guests can have, etc. (JNTOF, 2013).
Nowadays, there are some multi-language accommodation search sites, but they don’t have enoughinformation on accommodations in Okinawa (JNTOF, 2013). In fact, according to Okinawa prefecture, morethan 1,300 accommodations are registered to the prefecture (ODCTS, 2012a), whereas even one of the world
biggest travel website Expedia (http://www.expedia.co.uk/) had only about 100 accommodations, and the sitedoesn’t have enough information on those accommodations, too.
Table. -2-3. The Number of Accommodations in Okinawa by Area and Type (December, 2012)
Hotel / Ryokan (LargemidsizeJapanese inn)
# ofFacility

Percentage
J

W

total

Minsyuku(Small-size Japanese inn)

B&B / Rented Villa

Percentage

Percentage

capa- # ofcity Facility

J

W

total

capa- # ofcity Facility

J

W

total

Guest Housecapa- # ofcity Facility

Percentage
J

W

total

capacity

Okinawa Is. (South)

113

2.2

97.8

100.0 27,351

39

62.8

37.2

100.0

692

10

31.1

68.9

100.0

114

33

8.8

91.2

100.0

1,272

Okinawa Is. (Mid)

53

8.0

92.0

100.0

9,395

31

46.0

54.0

100.0

602

18

13.1

86.9

100.0

339

28

7.2

92.8

100.0

353

Okinawa Is. (North)

62

3.3

96.7

100.0 21,627

61

75.0

25.0

100.0

1,009

96

31.1

68.9

100.0

2,074

16

9.3

90.7

100.0

249

Miyako Islands

39

11.7

88.3

100.0

4,865

59

64.3

35.7

100.0

750

29

38.4

61.6

100.0

590

32

38.5

61.5

100.0

500

Yaeyama Islands

68

4.6

95.4

100.0

9,364

160

75.0

25.0

100.0

2,909

57

33.0

67.0

100.0

859

57

30.5

69.5

100.0

859

Other Islands

30

18.6

81.4

100.0

2,842

137

76.7

23.3

100.0

3,192

27

47.9

52.1

100.0

572

3

0.0

100.0

100.0

71

Total

365

4.5

95.5

100.0 75,444

487

71.5

28.5

100.0

9,154

237

34.0

66.0

100.0

4,548

169

17.7

82.3

100.0

3,304

total

capacity

Weekly Apartment(Furnished, for short stay)

Publicly Owned Accommodation

Youth Hostel

Percentage

Percentage

Percentage# ofFacility

J

W

Total

total

J

W

total

43.0

57.0

100.0

433

2

17.8

82.2

100.0

207

227

4.4

95.6

100.0 31,098

2 100.0

0.0

100.0

204

0

-

-

-

0

144

10.4

89.6

100.0 11,092

Okinawa Is. (South)

25

4.9

95.1

100.0

1,029

Okinawa Is. (Mid)

12

0.0

100.0

100.0

199

5

capa- # ofcity Facility

J

W

total

capa- # ofcity Facility

Percentage

capa- # ofcity Facility

J

W

Okinawa Is. (North)

3

0.0

100.0

100.0

52

4

25.9

74.1

100.0

353

0

-

-

-

0

242

8.3

91.7

100.0 25,364

Miyako Islands

10

3.6

96.4

100.0

252

5

48.5

51.5

100.0

276

1

80.0

20.0

100.0

40

175

21.4

78.6

100.0

Yaeyama Islands

10

6.7

93.3

100.0

146

4

68.7

31.3

100.0

175

3

77.5

22.5

100.0

110

359

21.9

78.1

100.0 14,422

7,273

Other Islands

1

0.0

100.0

100.0

27

12

52.7

47.3

100.0

1,001

0

-

-

-

0

210

49.6

50.4

100.0

Total

61

4.3

95.7

100.0

1,705

32

49.1

50.9

100.0

2,442

6

49.5

50.5

100.0

357

1,357

12.5

87.5

100.0 96,954

7,705

J : Japanese style rooms W : Western style rooms*ODCTS (2012a) “Directory of Tourism 2012 ( 成 23

版観光要覧)”As another challenge for tour agencies and individual travelers, there are some accommodations (mostof all, reasonable accommodations) that are negatively received by foreign customers because of language
difference, although this issue is not peculiar to accommodations in Okinawa (JNTOL, 2013). Now, if there isa resort destination that can take it head on and focus on foreigners even though they can only offer simple
services with gestures and little English, the popularity of the area must be glowing (IJST, 2013). In addition, if
accommodations can bring moderately luxury atmosphere and achieve simple services for foreigners, thoseaccommodations can be expected to have more Western guests than others (IJST, 2013). Regarding thisopinion, Okinawa Culture Ambassador, Michel Runge, also referred to accommodations in Okinawa in his
speech at the symposium “Opportunities and challenges of Inbound Tourism to Okinawa”, which took place in2013 in Okinawa. He delivered his opinion that many Western travelers, who are categorized as DINKY (Dual
Income and No Kids Yet), prefer to stay in accommodations which are comfortable enough but not too

27

luxurious, and he mentioned “Kerama Terrace” in Tokashiki Island as an example (Nansei-shoto Industrial
Advancement Center [NIAC], 2013).
Since the keyword for the hotel business in the next years is said “Small and Luxury”, Okinawa doesn’tnecessarily have to invite huge foreign hotels (JNTOF, 2013). However, there are some opinions that thoseforeign capitals can improve Okinawa’s response capabilities to foreign visitors, and having world-renowned
hotel chains can enhance Okinawa’s visibility in the world (JNTOL, 2013). In response to these statements,
some said that the existence of hotel complexes doesn’t increase Okinawa’s appeal, and others said thatmodern concrete buildings don’t attract the people who want to enjoy Okinawa’s nature.
Regardless of the rank of accommodations, offering Wi-Fi service is very important for foreign travelers(MRG, 2013). Also, besides accommodations, if Okinawa can offer Wi-Fi services here and there, foreign
visitors’ travel comfort would be dramatically improved (MRG, 2013).
Table. -2-4. Accommodations in Okinawa
Accommodations in Okinawa
・The Westerners are interested in staying at Ryokan but a few
nights stay is enough→ Sleeping in Futon on the floor is not comfortable→ Unique and complicated rules (taking shoes off, etc.)→ Some can’t understand merits to stay Ryokan
・Basically, people prefer to stay western style hotels
・Preferences for accommodations
UK →Superior
to seek for a certain level of comfort
Germany →EconomyorStandard
with put emphasis on
economic efficiency
Russia →Suite
to enjoy comfort and luxury
・The Westerners prefer
Double roomoverTwin Room・Regardless of rank of accommodations, Wi-Fi is important・Difficult to get information on reasonable accommodations→ They don’t offer foreign language service almost at all→ Absence of comprehensive web service→ Lack of detailed information on accommodations (amenities,
View from hotels, restaurants and bars nearby, etc.)→ Some businesses refuse to accept foreign guests→ Chances for hotels which can offer simple English services
・Future keyword is
Small and Luxury
・Need of foreign hotel chains→ Improve response capabilities to foreign visitors→ Enhance Okinawa’s visibility in the world→ Hotel complexes doesn’t increase Okinawa’s appeal→ nature lovers don’t be attracted by modern concretebuildings< Other Facilities & Services >Tourist information centers have much to contribute not only to foreign tourists but also to domestic
tourists. In Okinawa, there are some information centers such as the ones in the Naha airport building which
are operated by OCVB, and the one on the Kokusai street which is operated by Naha Tourism Association, andothers which are operated by local municipalities or associations. However, there are only a few information
centers that can give information in English or other foreign languages. In addition, among the websites thatare managed by those tourist information centers, only “Okinawa Story (http://www.okinawastory.jp/en/)”,which is managed by OCVB, is the only websites which offers information in other languages. Others are onlyin Japanese or using automatic translation systems; the websites using automatic translations are hardly
acceptable.
To improve tourist information centers’ response capabilities to foreign visitors, JNTO started therecognition system of tourist information centers (JNTO, 2013b). Under the system, tourist information centers
are categorized by response capabilities to foreign languages, location environment, functions, etc. (JNTO,
2013b). The highest level, category 3, is defined as “The center that always can provide nationwide tourist
information in English, Chinese, and Korean, seven days a week. Wi-Fi service is available. The offices haveto be located at convenient places for foreign tourists.” (JNTO, 2013c). In Okinawa, there is no information
center that is categorized as level 3 (JNTO, 2013c). Category 2 is defined as “The center that can always

28

provide tourist information in at least English.” (JNTO, 2013c). The information center in the Naha airport
domestic building is the only one that is categorized level 2 in Okinawa (JNTO, 2013c). Category 1 is definedas “the center that can provide local tourist information in English in one way or the other.” (JNTO, 2013c).
The tourist information center in Naha airport international building, the one operated by Naha Tourism
Association, and the privately-owned information center near the Oroku station are the only three tourist
information centers which are categorized as level 1 (JNTO, 2013c). Now, there is only one tourist information
center that can at least provide tourist information in English in Okinawa. In fact, the recognition system also
grants certification as “Partner facilities” if the businesses don’t focus on tourist information but willingly
provide local information to foreign visitors in a neutral and fair manner (JNTO, 2013c). However, Okinawa
doesn’t have any partner facilities so far (JNTO, 2013c).
Concerning the situation of tourist information center in Okinawa, tour agencies interviewed want
Okinawa to have some of those information centers at major tourist places easy to find for foreign tourists(UJT, 2013). In Germany, multilingual tourist information centers are located at the near the heart of major
cities (MRG, 2013). In London, there are many guideboards here and there, and those boards have information
on surrounding area, major spots, and estimated arriving time to the spots (UJT, 2013). Regarding tourist
information center in London, there are 17 offices in the city (London Tourist Information Centre [LTIC],
2013). At these information centers, visitors not only can collect variety of information including free maps
and leaflets of tourism activities, but can buy various tickets for shows, transportations, and so on (LTIC, 2013).
Although depending on the office size, the London office always has 4 attendants, and has 1,000 to 3,000
visitors a day (LTIC, 2013). These information centers are operated by the NPO “London & Partners” which
has been founded by tourism industry and city of London with the purpose of promotion of London (LTIC,
2013). The website “London” (http://www.visitlondon.com/) is multilingual and content-rich. Of course, themaps and leaflets are also in different languages.
Fig.

-2-1. London Information Center

Fig. -2-3. Tourists Looking at Tourist Guideboard

Fig.

-2-2. Inside of London Information CenterFig.

-2-4. Tourist Guideboard (London)29

As it was mentioned above, many of the Westerners have “high-tech” image to Japan. On the other hand,
Okinawa prefecture promotes IT industry. In keeping with these facts, Okinawa should develop tourist
information service for foreign tourists with IT technology. As possible information services, providing free
Wi-Fi access, real-time information on transportation, multilingual guidance of tourist spots and facilities arepromising. In fact, Tokyo implements a similar project, which is named “Tokyo Ubiquitous Technology
Project”. The project pursues the goal of the ubiquitous computing society in which necessary information canbe accessed by “anyone, anytime, anywhere” by using ultramodern IT technologies such as IC tags (Tokyo
Ubiquitous Technology Project [TUTP], n.d.). This project allows people with smartphones to get their current
location, information on nearby shops and events, and even a tour-guide in 4 languages by just holding theirsmartphones over the panels with “ucode” (Inoue, 2012). In July 2012, Japan Airlines, Yahoo Japan, and Dai
Nippon Printing also conducted the joint implementation in Okinawa; they created posters with ucode which
opens the “JAL Okinawa application” that gives people tourist information and traveling tips by holding
smartphones over the poster (Yahoo Japan, Dai Nippon Printing & Japan Airlines, 2012). The realization of
those services is definitely needed for the future of the Okinawa tourism.
Fig. -2-5. The Panel with ucode (Ginza)*Inoue (2012)
た実証試験)

Verification Test of NFC Tag

(NFC

を利用し

Fig.

-2-6. The Poster with ucode (Okinawa)*Sekiguchi (2012)の鼻を…)

The Nose of Jumbo 747…

( ャン 機 747

Okinawa should improve the response capabilities to foreign visitors of not only tourist facilities but also
restaurants, bars, souvenir shops, etc. where tourists visit. Many of foreign visitors know that Japanese
education system requires students to learn English. Furthermore, since Japanese people, especially Okinawan,
are familiar with American culture, foreign travelers tend to expect many Okinawans can speak English atsome level (IJST, 2013). However, according to the result of the survey, 52 percent of Western visitors to
Okinawa satisfied with the ability of foreign language and 24 percent of them felt unsatisfied with it. As aresult of another survey, which was conducted by Okinawa prefecture, 40 percent of foreign respondents(mostly Asians) were satisfied with Okinawans’ ability of foreign language, and 11 percent of them were
unsatisfied with it (ODCTS, 2012d). Thus, the response capability to foreign visitor of Okinawa is not enoughand has to be improved.
In this regard, however, even to most of foreign tourists, English is a second language. Therefore, thoseforeign tourists don’t expect advanced English skill to Okinawan (JALPAKF, 2013). Also, Okinawans are verykind and they try to deliver what they want to tell to foreigners by gesture (IJST, 2013). This Okinawans’ warm
personality is one of Okinawa’s enticements (IJST, 2013). But, it would be much better and helpful if the30facilities, shops, and restaurants which foreign tourists stopping by have staffs who can speak at least English
or have English signs or menus (UJT, 2013). Since most of European cultures don’t have custom of eating raw
fish like Japanese, it is quite challenging to order the dishes with unknown ingredients and methods of foodpreparation (IJST, 2013). Comparing to Japan, there is also a big population of vegetarian/vegan and people
who are required diet restriction for some reasons in the Western countries (IJST, 2013). Now, therefore, nothaving the means to explain the menu in foreign languages is a very big issue for the restaurant business in
Okinawa (IJST, 2013). As countermeasures for this issue, simple actions, such as preparing English menu orelectronic dictionary, could improve the situation.
The popularity of Japanese food is edging up in the Western countries, but it doesn’t mean people inthose countries want to eat Japanese food every day (MRG, 2013). In fact, as the result of the survey toGerman tourists who have been to Okinawa, there were comments that they didn’t have enough alternatives
for meals in Okinawa (JNTOF, 2013). Europeans are best remembered as gastronomists and, actually, some
Europeans are very particular in their tastes (JNTOF, 2013). But there are also some German people, who arefine with frugal meals (e.g. bread, ham, and cheese) (JNTOF, 2013). Those people, as long as they can share acommunal kitchen, might choose preparing their own meals rather than having unfamiliar Japanese food everyday (MRG, 2013).
On a related topic, there is another tourism challenge; there are only few alternatives for nightlife in
Okinawa (JNTOL, 2013). In the case of beach resorts in other countries, many of those destinations have a lotof hotels, restaurants, bars, and other spots in a walking distance (JNTOL, 2013). Since many of Western
tourists desire to enjoy nightlife sometimes during their vacations, tour agencies want to know if there are
more alternatives such as bars and dance clubs with an Okinawan atmosphere (UJT, 2013). However, it isunderstandable that the local people try to avoid having nightlife spots in their area because it could disturb theneighborhood (JNTOL, 2013). As one of solutions, local government and communities should consider the
chance of dividing residential area and entertainment area clearly.
Some of the challenges mentioned in this part seem to be related to negligence of the need to haveforeign tourists, or maybe, related to insecurities of interacting with foreign tourists; there could be somemerits, such as increase in income, and demerits, such as change in living environment, if the local areas havemore tourists (not only foreign tourists, actually). The local governments, including Okinawa prefecture andmunicipalities, and interested organizations have to provide their people with information on the effect of
tourism industry, and let them choose what they really want.
Table. -2-5. Other Facilities & Services in Okinawa
Other Facilities & Services in Okinawa
・foreign travelers need correct local information→ A few tourist information centers offer multilingual service
・London has 17 information centers with multilingual service
・Guideboards for tourist are here and there in London
・Information service with cutting-edge IT can lead to new era?
・Some say Okinawans’ hospitality covers their lack of language
ability, but some say English skills are not enough・Few alternatives for nightlife→ Other resorts have a lot of nightlife spots→ Attractive nightlife is important for the Western・Response capability to foreign visitors is very important for the
food industry→ Difference in culture and religion→ Menu with English descriptions and pictures→ Preparing basic dialogs in English and electric dictionary
・Some communities and businesses avoid to have foreign visitors→ Need to understand merits and demerits to have foreigners→ Governmental effort is required for zoning31

< Transportation System >To attract Western tourists, Okinawa also has to deal with transportation its condition. When people
move to Okinawa, every one of them has to take airplanes or vessels from other major cities in Japan since
there is no regular flight between Okinawa and Western countries. In main island of Japan, travelers can use“Japan Rail Pass” and the pass enable travelers to go almost everywhere in Japan except Okinawa (JALPAKF,
2013). To visit Okinawa, visitors have to take flights again, have to pay more, and have to make time totransfer to the southern islands. This fact strongly affects to the Western travelers’ decision if they go to
Okinawa. In addition, depending on the flight schedules, they have to spend an extra night in the city nearinternational airports they arrive in Japan before/after transferring to Okinawa (JALPAKF, 2013). As a matterof fact, although it is under given conditions, as long as passengers set their final destination as Okinawa when
they purchase their tickets, they don’t have to pay extra to get to Okinawa (MRG, 2013). Even if travelers
purchase tickets separately, Japanese airlines offer 10,000 yen one-way tickets to anywhere in Japan for
visitors from foreign countries (MRG, 2013). Considering these conditions, tours to Okinawa should be sold insets with tours to Tokyo, Osaka and other cities in the main island of Japan (JNTOF, 2013). However, there isanother way to promote Okinawa for the Western market; with maximizing its geographical merit, Okinawa
can bring in Western tourists by way of Taiwan, China, or Korea. Indeed, some tour agencies introduce
Taiwanese airlines to get to Okinawa and other cities in Japan via Taiwan since Okinawa has many flights
between Taiwan (JNTOF, 2013). Thus, by cutting down the time and money to get to Okinawa, Okinawa might
be able to have more tourists from Western nations.
Another issue of Okinawa tourism is the inter-islands transportation conditions. It is comfortable to drivecars when people go out for sightseeing, but not few people might feel uncomfortable left-hand traffic andmight be bothered to obtain international driver’s license before the trip (JNTOF, 2013). When it comes to citybus, it is very difficult to take them because of language barriers and complicated routes (JNTOF, 2013).
Additionally, the bus trip from Naha to towns in North takes a few hours and around 3,000 yen for one way(JNTOF, 2013). There are some special tickets that allow unlimited travel in Okinawa (JNTOF, 2013). The bus
companies should make their services more approachable and accessible for foreign travelers (JNTOF, 2013).
When the Western visitors try to get to remote islands of Okinawa, which also have beautiful natures andattractive cultures, they might find difficulties in traveling to there (JNTOL, 2013). Regarding the islands
which can be reached by airplanes, the airfare can be expensive and the number of flights is limited. As to tinyislands which require people to take ferries from the main island, the lack of skill in dealing with foreigners at
ferry landings might make travelers feel nervous (JNTOF, 2013). For the high-end customers, city bus andpublic ferry can’t be alternatives; more private boat or helicopter services are required (JNTOL, 2013).
Table. -2-6. Transportation System in Okinawa
Transportation System in Okinawa
・No direct flight from the Western nations
・Connection at Tokyo, Osaka or other city is required→ Have to spend extra night in other city in Japan→ Can’t use Japan Rail Pass in Okinawa→ 10,000 yen tickets are available for foreign tourists→ Depending on the condition, no extra payment is needed→ Can be get to Okinawa from neighboring Asian nations→ Rental cars: left-hand traffic, Intl driver’s license

32

・Difficult to use city bus→ Language barrier and complicated routes→ Time and money consuming, unpredictable traffic jam
・Transportation to remote islands→ Expensive airfare and limited numbers of flights→ Lack of skill of dealing with foreigners at ferry landings→ Development of websites for foreigners are required→ Private boat and helicopter services for high-end customers

< Other Tourism Related Aspects >On the subject of tourism promotion in the European market, other countries’ strong marketing strategies
are distinctive. However, JNTO London office and OCVB strive to get attentions from the world bybroadcasting TV commercial of Okinawa tourism on BBC World News (JNTOL, 2013). People in London also
can find OCVB’s posters along with other countries’ commercials at TUBE (subway) stations. Still, thevisibility of Okinawa tourism is not enough to get customers yet when comparing Okinawa to India, Malaysia,
or Turkey, which promote their own beach destinations by TV commercials on the key TV stations (JALPAKF,
2013).
Fig.

-2-7. OCVB’s Poster at Subway Station (London)Fig.

-2-8. Commercial Movie at Subway Station (London)

With respect to the acceptance of tourism journalists from European nations, JNTO offices haveeffectively implemented related measures with OCVB’s support, and Okinawa’s attraction has successfully
delivered to the market (JNTOF, 2013). For the future, the tourism businesses in Okinawa should deal withthose requests from media not passively but actively. Even if Okinawa prefecture doesn’t have enough of abudget to accept media from the Western markets, municipalities and private sectors might be able to secure asufficient budget to promote their own area in those markets. The tour agencies in the market are willing tocorporate with Okinawan municipalities and tourism businesses (MRG, 2013). Those municipalities andbusinesses in Okinawa should take into consideration their alliance with tour agencies in Europe, which haveknowledge of the market.
In 2012, International Tourism Fair was taken place in Berlin. The booth of Okinawa featured withscuba diving got attentions from participants (JNTOF, 2013). Okinawa should keep make presentations at
those events on a continuous basis to improve its visibility in the market (JNTOF, 2013). Other countries’
tourist destinations sometimes have small events on street corners, and these types of promotions seem likethey are very effective, too (JALPAKF, 2013). There are many ways Okinawa can think of as its own effective
promotions.
Specifically, as to the promotion for the US market, creating positive word of mouth about Okinawa canbe effective way since Okinawa has big American population who work for the military bases (JNTOF, 2013).
According to the survey result conducted by JTA, not only US citizens but other countries’ respondents think
relatives and acquaintances who have been to Japan are the most useful information resource (JTA, 2013b).
Considering this type of promotion, Yoshikazu Higashi, President of Okinawa Tourist Service [OTS] presented
his idea of word of mouth strategy using internet at the symposium (NIAC, 2013). Thus, aggressive

33

promotions are expected to Okinawa tourism businesses.
Table. -2-7. Useful Information Resources (Before Traveling)
UK
Means

Germany
%

Means

位

Relatives/Acquainta
38.8% Internet (Others)
nces in Japan位

Internet (Others) 34.7%

位
位
位

Lonely Planet

33.6%

位
位
位
位

42.4%

Means

Russia%Means

Relatives/Acquainta
36.4% Internet (Others)
nces in Japan

US
%
42.9%

Hotels' Websites

21.0%

Means

Canada%Means

Australia%

31.1%

Relatives/Acquainta
31.0% Internet (Others)
nces in Homeland

Relatives/Acquainta
23.7%
nces in Homeland

30.4%

Relatives/Acquainta
Relatives/Acquainta
Relatives/Acquainta
29.2% nces in Homeland 29.6% nces in Homeland 27.4%
nces in Japan

Lonely Planet

Lonely Planet

Travel Guidebook
15.5%
24.8%
(Others)

Taiwan

Means

%

Means

Personal Blogs

37.5%

Personal Blogs

Hong Kong%

Means

Personal Blogs

14.5%

China
%

Means

%

Means

Total
%

Means

Relatives/Acquainta
Relatives/Acquainta
Relatives/Acquainta
43.2%
40.3% nces in Homeland 42.2% Internet (Others)
nces in Japannces in Japan

Relatives/Acquainta
33.0% Internet (Others)
nces in Japan

Relatives/Acquainta
Travel Guidebook
Relatives/Acquainta
Travel Guidebook
25.7%
18.8% nces in Homeland 25.6%
14.6%
nces in Homeland(Others)(Others)

Korea

位France%Hotels' Websites

36.0% Internet (Others) 37.6% Internet (Others) 38.8%

19.9%

Lonely Planet

21.9%

Lonely Planet

18.5% Hotels' Websites

21.7% Hotels' Websites

ThailandSingapore

Malaysia%

Means

Personal Blogs

23.1%

Relatives/Acquainta
21.4%
nces in Japan

Relatives/Acquainta
Relatives/Acquainta
36.6% nces in Homeland 18.9%
nces in Japan

Lonely Planet

Means

37.7%

%
31.0%

%

Means

31.1%

Nothing Special

16.5%

India
%

Means

%

34.1% Internet (Others) 29.3% Internet (Others) 26.7% Internet (Others) 40.5% Internet (Others) 31.1% Internet (Others) 35.4% Internet (Others) 38.9%

Tour Agencies'
Internet (Others) 35.4%
23.9% Personal Blogs
Websites
Travel Guidebook
16.4% Internet (Others) 22.9%
JNTO Website(Others)
Relatives/Acquainta
Tour Agencies'
14.7%
21.7%
Hotels'Websites
nces in Japan
Leaflets
Relatives/Acquainta
Tour Agencies'
11.5%
JNTO
Website18.1%
nces in Homeland
Websites

25.4%
25.3%
21.6%
18.9%

Relatives/Acquainta
Relatives/Acquainta
Relatives/Acquainta
Relatives/Acquainta
Relatives/Acquainta
19.0% nces in Homeland 28.2% nces in Homeland 25.1%
29.7%
36.5%
nces in Japannces in Japannces in Japan

Tour Agencies'
Leaflets

17.6%

Relatives/Acquainta
22.3%
nces in Japan

Hotels' Websites

20.4%

Relatives/Acquainta
Travel Guidebook
Relatives/Acquainta
15.9%
20.8%
19.7%
nces in Homelandnces in Japan(Others)

Tour Agencies'
Websites

15.1%

JNTO Website*JTA (2013b) Consumption Trend of International Visitors (訪日外国人消費動向調査

12.4%

JNTO Website

成 24

19.4%

Relatives/Acquainta
Relatives/Acquainta
29.0% nces in Homeland 30.0%
nces in Homeland

Hotels' Websites

19.8%

Tour Agencies'
Leaflets

18.0%

You Tube

10.4%

Travel Guidebook
10.1%(Others)

次報告書)

In association with tourism promotion, there are some requests from tour agencies in Europe to tourist
businesses in Okinawa. Tour agencies in Europe have knowledge of the best travel season in Okinawa, butthey don’t know detailed information: They have to know which month’s which week is crowed with domestic
tourists, what kind of events will be taken place, and so on. If the European tour agencies can build a
relationship and the communication system with Okinawan tourist businesses, and can have real-time
information on Okinawa tourism, they would be able to recommend Okinawa to European tourists (MRG,
2013). At the same time, as it was mentioned in former section, information on accommodations, surrounding
facilities, local agents and tour guides who can deal with foreign visitors in Okinawa are absolutely insufficient.
The tour agencies in the UK and Frankfurt, which had cooperated as interviewees, are willing to consult with
tourism businesses in Okinawa. Therefore, positive approaches from Okinawan businesses are strongly
expected.
When a community tries to attract foreign visitors, the community will be required to understanddifferences with visitors to accept those people who have different cultures and lifestyles. It doesn’t mean thatthe community necessarily has to change what it has. But the community should try to lead foreign visitors to
be able to adapt to the local style. As a specific example, the Ryokan “Sawanoya” in the old town of Tokyo isfamous for this successful model. The Owner of Sawanoya, Sawa revived not only his own business but alsosurrounding businesses by attracting foreign tourists to the town (JNTOF, 2013). What he did was very simple
and took quiet dedication; he went around asking surrounding businesses and tourist sites to prepare simple
English set menus, descriptions, and maps of the area (JNTOF, 2013). By his and local businesses’ efforts, thearea could get a lot of positive word of mouth from foreign travelers through the Internet (JNTOF, 2013). This
example should draw attention from tourism businesses in Okinawa because it is a successful example of thecollaborative relationships among local businesses, the community could keep their own style, and the success
was achieved by the local community’s effort without governmental supports. A similar story happened in
Hakuba village in Nagano. Hakuba is known as part of the host city of the Nagano Olympics. The decreasing
number of winter sports population has slowed down the tourism business in Nagano (Suzuki, 2009). To revive
local economy, the local businesses decided to attract visitors from Australia. They set up “Hakuba Tourism”
which is a consociation of local accommodation owners, and the consociation successfully attracted the target

34

market by the services through the eyes of Australian customers with some governmental supports (JNTOF,
2013). Among the members of the consociation, there are different sizes of businesses from mom-and-pop
B&B to nation-wide hotel chain, so it was very hard to work together (Suzuki, 2013). They only have simple
rules such as all of accommodations have to deal with customers in English at some level and have to makeevery effort to keep natural landscape (Suzuki, 2013). They also have put money based on the scale of thebusiness for the concerted promotion activities (Suzuki. 2013). By these efforts, Hakuba succeeded in building
its visibility in its target market, and it couldn’t have happened without the cooperation of local businesses(Suzuki, 2013).
Regarding Okinawa’ measures to attract foreign tourists, same movements with “Sawanoya” and“Hakuba” cases are expected to occur. There have to be local efforts like those examples besides governmental
support to get attentions from their target market. According to Toru Takimoto, General Manager of Regional
Development Department of JTA, Ministry of Economy, Trade and Industry started the program “Key Person
Meeting” (NIAC, 2013). The meetings are held in communities across Japan, and the government supports theefforts by local business leaders to develop their economy (NIAC, 2013). Okinawan tourism businesses also
should organize the meeting and get support from the government.
To develop the strong tourism strategy to attract Western travelers, not only municipalities and tourism
businesses, but also every one of people in Okinawa have to re-acknowledge the fact that tourism industry has
crucial relationship with local communities much stronger than other industries since its value is determinedby people, culture, nature, and communities. Also, since the regional development with tourism industry can
only be achieved by increasing in the number of tourists by the efforts of local communities, the local
communities have to understand what they can offer to tourists and what tourists expect from them. With that
understanding, the local communities could be chosen as tourist destinations by developing attractive tourism
resources with municipalities and businesses. The communities also have to realize that there are possibilities
that local communities might be negatively affected by increasing the number of tourists in the form ofenvironmental destructions, losing their own identities by popularization, change in dwelling environment by
mixing up residential area with tourism area, besides the positive effects such as stimulating local economies.
To avoid those negative effects, municipalities and related organizations should strive to ask the local residents
to understand both positive and negative effects on the communities by tourism businesses, and play activeroles in institutional design, land use zoning, and other public affairs activities.
Regarding the introduction of Integrated Resort to Okinawa, it seems that the casino gaming doesn’tstrongly appeal to the Western market. First of all, casino is not special tourism attraction to people in themarket since many of countries already have casino businesses (JNTOL, 2013). If Okinawa could invite huge
casino businesses like Las Vegas and could have other entertainments, Okinawa might be able to attract higher
socioeconomic group and might be able to improve the response capabilities to foreign visitors dramatically,
although it is an extremely improbable scenario. Now, almost the only thing known for certain is that casino
can’t be the last resort for Okinawa tourism (JNTOF, 2013). Incidentally, although there are criticisms thatcasino disturb the peace of community, the theory doesn’t necessary hold true in this case: There are studies
which show the increase in the number of population lead to the increase in the number of minor offences, soeven if the communities could have more tourists without casinos, it doesn’t mean those communities could35

secure their public orders (JNTOL, 2013). Yet, if the community was not sure if it really wants to have casino,then it doesn’t have to introduce casino (JNTOL, 2013). There are also opinions that, considering thepenetrating the Western market, Okinawa would better focus on creating foreigner-friendly towns rather thanintroducing casino gaming. For example, improving transport accessibility to/in Okinawa and information
communication environment are very important to accept more tourists. There will be more arguments over the
introduction of casino gaming to Okinawa. The important thing is people shouldn’t have excessive anxiety or
expectation about casino businesses, and clarify, in a non-emotional manner, what the target market is, if there
are possible business partners, and what is the best strategy for Okinawa tourism from the mid to long term
point of view of politics, the economy and society.
Table. -2-8. Other Tourism Related Aspects in Okinawa
Other Tourism Related Aspects
・Promotion of Okinawa tourism is ongoing in Europe→ Broadcasting TV-CM on BBC World News (JNTO London Office)→ Made a presentation featured diving at International Tourism
Fair (JNTO Frankfurt)→ Tour agencies in Europe fell Okinawa’s visibility is low
・Acceptance of tourism journalists from Western countries→ Has been effectively accepting them with OCVB’s support→ Need to invite them actively→ Municipalities and private sectors’ effort is expected
・Building up business relationships between tourism businesses
in Okinawa and tour agencies in Western nations→ Provision of information to the tour agencies (operational
status of hotels, surrounding environment, seasonal tourist
information, and upcoming events・Improving preparations to accept foreign tourists→ Understandings towards foreign culture→ Lead foreign visitors to be able to adapt to the local style→ Examples of
SawanoyaandHakuba・Tourism industry has crucial relationship with local communities→ Matching between what communities has and what visitors want
→ Tourism consumes natural resources, living climate, etc.
→ Municipalities’ roles are very important on developing
tourism strategies
・Introducing casino gaming to Okinawa→ Doesn’t strongly appeal to the Western market→ Calm discussion is required

IV. Add-Up
In the beginning of this report, three important key metrics for tourism industry of Okinawa, “increase in
the number of incoming tourists”, “increase in the average length of visitors’ stay”, and “increase in the tourist
consumption per-capita”, were brought up. In addition, this report confirmed that Okinawa has to increase thenumber of incoming tourists not only from domestic market but also from foreign markets to improve those
key metrics. Furthermore, this paper shared the recognition that Okinawa tourism should give attention to theWestern markets besides Asian markets from a point of view of market expansion and risk diversification.
To attract Western travelers, Japanese government has taken measures such as conducting promotional
activities in the markets, developing new tourism resources, and strengthening the system of accepting foreign
visitors under “Visit Japan Campaign”. In accordance with the Japanese government’s tourism policy,
Okinawa prefecture has been developing its own brand image called “Be Okinawa” and decided to aim it
towards foreign markets including the Western markets.
To discuss the concrete measures to attract the Western travelers, the literature research, thequestionnaire surveys on the Okinawa tourism to the Western people who have experiences to visit Okinawa,
and the interview research to tourism businesses in European nations were conducted. After those researches,
there were some findings: Many of Western travelers to Okinawa also visit to “Golden Route” on the mainisland of Japan, which includes Tokyo, Osaka, Kyoto, and Nara. Those Western travelers look for a stereotyped

36

true Japan experience. The visibility of Okinawa, especially, cultural aspects of Okinawa, is relatively low.
During their stay in Okinawa, Western travelers visit not only the main island of Okinawa but Ishigaki island,
Miyako island, and even small islands such as Tokashiki island. Their expectation from Okinawa is to haveinteractions with local people, see the beautiful ocean, and experience unique cultures including food. In theseareas their satisfaction level is relatively high. However, some improvements are expected: The lack oflanguage skill and inefficient transportation systems are pointed out. To attract more visitors from the Western
nations, Okinawa should emphasize cultural aspects and nature experiences.
On receiving the results of researches above, this paper makes two long-term proposals and three
short-term proposals to attract Western travelers to Okinawa.
Firstly, as the proposal that requires long-term governmental supports, Okinawa should clarify its
positioning of tourism in the market and develop its own unique brand image. Okinawa’s visibility as tourist
destination in the Western market is relatively low. Even as a beach resort destination, Okinawa’s
competitiveness is low against resorts in other countries. At this time, Okinawa should develop its tourism
strategy in combination with popular cities such as Tokyo and Osaka as a part of Japan with its cultural
distinctions. For instance, Okinawa can contrast its Asian influenced Ryukyu Dynasty culture with Edo cultureof Tokyo and poised Kyoto culture, and offer tours trying out differences in streetscapes, food, and traditionalarts. In addition, Okinawa also can offer its subtropical charm. However, Okinawa has not developed its
culture and natural resources as tourism resources for the Western market, so it has not been able to deliver its
enticement to the market. As the tours for the Western market, cultural experience based tours and natureexperience based tours are promising. For this to happen, Okinawa has to secure qualified human resources
who have enough knowledge of Okinawan culture/natural environment and also can deliver their knowledge tointernational visitors in foreign languages.
The second proposal, which needs long-term support, is to implement land use zonings for sustainableeconomic development of communities that have tourist spots. Today, most of tourist areas in Okinawa havenot been adjusted from the point of view of tourism. As President Higashi of OTS pointed out, almost nothingwhich can introduce Okinawan traditional cultures has left and rebuilt after the WW2 (NIAC, 2013).
Furthermore, tourist facilities, historical heritages, commercial districts, and residential areas are notsegmented in efficient ways. As long as tourists come and go to consume the tourism resources, the naturalenvironment, culture and living environment will keep changing. To develop tourism industry in a sustainable
way without losing dignity and originality, local communities have to examine each situation they havecarefully, take what is good and leave what is bad, and re-organize their own land-use. By doing so, thecommunities can direct tourists to where the communities want to, develop their economies, and protect their
tourism resources and people’s living. To conduct zoning of the communities, the strong leadership ofmunicipalities and local businesses is required; with the strong leadership, they have to help local people tounderstand pros and cons of developing tourism and ask for people’s cooperation. This is the only way todevelop the true Okinawa tourism.
As a countermeasure to attract the Western tourists, which can be dealt with by private sectors including
small businesses, the next three approaches are suggested. At first, tourist facilities, accommodations,bars/restaurants, transportation system have to improve their response capabilities to foreign visitors; at least,37

they have to be able to explain about their own services and products in English in some way. To most of
businesses, improving employees’ language skills have to be mid-term to long-term approach. But, to most of
businesses, their main services and products might not be going to be changing often. Those basic, essential,
and not-frequently-changeable things, such as routine menu, precaution statement, safety information, andneighborhood map, can be prepared by paper in English. Communication in broken English with electronic
dictionary also can help mutual understanding. These simple efforts might be able to improve the satisfactionlevel of foreign tourists. Those local businesses also can provide information on their websites in English
beforehand to avoid confusion on site. By doing so, the businesses can send their information before tourists
come to Okinawa and improve their ability to pull in customers. These small efforts will be differentiations
and enhancement of competitiveness of their businesses among other organizations of a like nature.
As a second proposal for tourism businesses, the business partnerships between tour agencies in thetarget markets and Okinawan tourism businesses have to be developed. Under existing conditions, tourism
business in Okinawa cannot figure out what customers want because of geographical, cultural, and economic
differences. The market also cannot get information about what Okinawa offers due to same reason. It is noteasy to bridge the gap between businesses in Okinawa and the Western market, because most of businesses in
Okinawa don’t have enough resources such as money and knowledge to deal with the issues all by themselves.
The tour agencies in the target market also have same challenges in developing attractive package tours, since
they don’t know who should be the one to contact in Okinawa. Now, businesses in Okinawa shouldn’t bepassive but be active to this situation; the businesses in Okinawa should contact ahead of competitive
businesses, exchange necessary information, and steadily acquire travelers who were sent by the business
partners in the target market.
Lastly, building up the alliances among local businesses is recommended. In particular, by collaboratingeach other with tourism businesses in the same area, those businesses should develop their own unique tourism
resources effectively and send their information positively. As it was mentioned above, tourism business andlocal communities can’t be separated, and because of the nature, not only the disjointed efforts can’t improvetheir abilities to attract travelers but the unorganized activity burn out their tourism resources wastefully. By
staying out of unreasonable competition among local businesses and connecting the disaggregate information
which have been sent individually, and sharing the expense to develop, preserve, and promote their tourism
resources, all of small businesses in the same community can improve their businesses. By this strategy, theimprovement of response to foreigners and the building up business partnerships also can be achieved
effectively.
Through the research, the fact was found that the basic information on tourists from the Westerncountries is very limited and not enough to discuss effective measures to attract tourists from those countries.
Since Okinawa is the isolated islands, the number of incoming visitors is easy to capture comparing to otherprefectures; almost all of visitors come to Okinawa by commercial airplanes and vessels, so they are countable.
However, in terms of the number of foreign visitors, except neighboring Asian countries which are connected
to Okinawa by direct flights, they are hard to entice because most of them fly to major international airports
such as Narita and Kansai, and then transfer to Okinawa by domestic flight. Therefore, those visitors arecounted as domestic visitors, not foreign visitors. In the same way, Okinawa also can’t canvass the number of38

foreign visitors who visit surrounding islands. These difficulties in getting basic information on foreign tourists
make it harder to gain better understanding of foreign tourists in Okinawa. For the future, NIAC will have torequest cooperation of the government, Okinawa prefecture, and related organizations to conduct effective
researches. At the same time, to take viable measures and to determine the effect of those measures, NIAC
should also request to strengthen the tourism statistics. Lastly, as a local Okinawan think-tank, NIAC willcontinue its researches on this theme to put forward proposals to the challenges which were pointed out on thispaper. Also, NIAC will strive to take a role as an intermediary among local industry, government and academia
to advance the Okinawan economy.

Shigefumi Asage
Department II
Nansei Shoto Industrial Advancement Center

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ン用の提供を開始. Retrieved fromhttp://press.jal.co.jp/ja/bw_uploads/MjAxMjA3MjRfi6STr4OKg4qBW4NYX0pBTImrk+ouc
GRm.pdf

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