White Paper on Tourism in Japan, 2008

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CONTENTS

Current Status of Tourism in FY2007

Part INew Developments in Tourism Policy

Chapter 1 Concerted Promotion of Tourism Policy by the Government andStrengthening of the System of Tourism Administration
Chapter 2

Sustainable and Attractive Tourism Based on Environmental
Conservation

Part II

Status of Tourism and Measures in FY2007

Chapter 1

Current Status of Tourism

Chapter 2

Creating Attractive, Internationally Competitive Tourist Locations

Chapter 3

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

Chapter 4 Promoting International Tourism
Chapter 5 Improving the Environment for Encouraging Tourist Travel

Measures for Tourism in FY2008

Chapter 1 Creating Attractive, Internationally Competitive Tourist Locations
Chapter 2 Strengthening the International Competitiveness of the Tourism
Industry and Developing Human Resources to Contribute toPromoting Tourism
Chapter 3 Promoting International Tourism
Chapter 4 Improving the Environment for Encouraging Tourist Travel

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Current Status of Tourism in FY2007

Part INew Developments in Tourism Policy

Chapter 1 Concerted Promotion of Tourism Policy by the Government
and Strengthening of the System of Tourism Administration

Section 1

Formulation and Promotion of the Tourism Nation Promotion Plan

The “Tourism Nation Promotion Act” (hereinafter “the Act”), which clearly
identifies tourism as an important cornerstone of Japan’s national policy in the 21st
century, came into effect on January 1st, 2007.
Based on the Act, the “Tourism Nation Promotion Plan” (hereinafter “the Plan”)
was decided by the Cabinet on June 29th, 2007. It sets out basic principles related tomeasures for materializing a tourism nation and specifies a number of targets, as wellas government measures and other action necessary to achieve those targets. The
targets include ① increasing the number of foreign travelers to Japan to 10 million, ②
increasing the number of Japanese tourists traveling overseas to 20 million, ③
increasing the value of tourism consumption to 30 trillion yen, ④ increasing thenumber of overnight stays per person in connection with domestic travel to 4 nights
per year, and ⑤ increasing the number of international conferences held in Japan by atleast 50%.
In future, based on the Plan, the government will make concerted efforts toimplement measures to promote Japan as a tourism nation in a comprehensive andsystematic manner.

Section 2

Towards the Creation of a Tourism Agency

To comprehensively and systematically promote measures aimed at creating a-4-

tourism nation, a task of pressing urgency will be to develop an organized system for
public and private sectors to combine in making efforts that involve the whole nation.
Therefore, with a view to clarifying the organizations that have responsibility
for tourism administration and developing a system that will make it possible toimplement functional and effective measures, a Bill for the establishment of a Tourism
Agency in the Ministry of Land, Infrastructure and Transport was submitted to the169th session of the Diet. The Bill was passed on April 25th, 2008, and the new law
was promulgated on May 2nd. The new Tourism Agency is due to be established on
October 1st, 2008.

Chapter 2

Sustainable and Attractive Tourism Based on Environmental
Conservation

Amid the debate on environmental issues in recent years, it has been proposedthat “environment” and “development”, rather than being mutually exclusive, canactually be made to coexist in harmony. As such, there have been calls for thepromotion of “sustainable development”, whereby development is pursued withconsideration for environmental protection. In this way, the interests not only ofpresent generations but also of future generations will be assured.
In activities related to tourism, there is a growing awareness of the importantsocial, cultural and economic significance of tourism. With the enactment of the
Tourism Nation Promotion Act in 2006, establishing Japan as a tourism nation has
been clearly identified as an important national policy for the 21st century, and public
and private sectors should combine in making efforts to this end.
In this Tourism Nation Promotion Act, protecting environments and scenic
beauty in tourist locations is also highlighted as an important policy.
Thus, the government will verify that, by reinforcing efforts for environmental-5-

protection by the tourism industry and tourist locations, the attraction of tourist
locations will be increased, and this in turn will contribute to the sustainable
development of tourist locations and the creation of tourist locations that are “good tolive in, good to visit”.

Section 1 International Trends Related to Tourism and the Environment
According to the United Nations World Tourism Organization (UNWTO), thenumber of foreign travelers accepted into every country reached a new record high of
846.39 million in 2006 (an increase of 5.4% over the previous year), illustrating how
the tourism sector has grown steadily on a global scale in recent years. Moreover,further progress and growth in human exchanges and economic activity are expected
to result from tourism.
Within this trend, the importance of “sustainable tourism” has been recognizedby bodies like the World Tourism Organization (UNWTO), the Organization for
Economic Cooperation and Development (OECD) and Asia-Pacific Economic
Cooperation (APEC). Organizations such as these are now engaged in lively debate
on the impact of environmental problems on the tourism sector, as well as measuresby the tourism sector to address environmental problems.

Section 2 Present Status and Problems of Efforts for Environmental Protection
by Japan’s Tourism Industry
The present status and problems of efforts for environmental protection by
Japan’s tourism industry will now be analyzed with reference to a questionnaire1
1

Outline of the MLIT “FY2007 Survey of Awareness on Tourism and the Environment in the Tourism
Industry”
Duration of survey: December 7th-21st, 2007
Survey targets: Travel agents, hoteliers, event organizers
Method of distribution and collection: By mailNumbers distributed and collected
Questionnaires distributed: travel agents – 2,250, hoteliers – 1,725, event organizers – 87
Valid responses collected: travel agents – 718, hoteliers – 462, event organizers – 9-6-

aimed at the tourism industry (travel agents, hoteliers, event organizers) to ascertain
the status of trends on environmental protection in Japan’s tourism sector, in relation
to these international trends.

1

Present status of efforts(1)

The status of efforts for environmental protection in the tourism industry
In terms of efforts for environmental protection by approximately 1,200

companies in the tourism industry, about 40% of businesses have prepared some kindof system for efforts concerning the environment. Taking large corporations (500
employees or more) in particular, although systems for such efforts are lagging
somewhat behind those of manufacturing industries, they could be seen as on a parwith finance and insurance, real estate and other non-manufacturing industries.

Valid response rate: travel agents – 31.9%, hoteliers – 26.8%, event organizers – 10.3%

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(2)

Effects arising from efforts for environmental protection
As actual effects arising from efforts for environmental protection, companies

cite not only effects obtained within their business (“Reduced costs” and “Improved
employee morale and increased environmental awareness by the company as awhole”) but also many effects that are diffused throughout the local area(“Preservation of the surrounding environment and scenery”, “Stimulation ofenvironmental efforts in the local region as a whole”, and “Stimulation and improved
attraction of tourist locations as a whole”).

2

Problems
As problems related to efforts for environmental protection, many businesses

cite problems in terms of business operation and management (“Increased costs,
difficult to recoup investment”, “Reduced working efficiency, inconvenience”,“Difficult to obtain employees’ understanding or uniform awareness concerning
efforts”, etc.), and problems in obtaining the understanding and cooperation of-8-customers (“Difficult to convey the intention of environmental efforts to customers”
and “Inconvenience and burden for customers”).
With a view to solving these problems, meanwhile, there were many voices
calling for “Subsidies and support for environmental activity”, as well as strong calls
for the “Creation of networks involving local authorities, the tourism industry andresidents”, “Promotion of environmental activity together with the community” and“Provision of information on eco-friendly corporate activity”. These show that, topromote efforts for environmental protection in the tourism industry, support in termsof finance and information is important, as well as promoting efforts that involve thewhole community.

-9-Section 3 Efforts for Environmental Protection in Japan’s Tourist Locations
and the Present Status and Tasks of Regional Stimulation
In the previous Section, we concentrated on efforts for environmental protection
by tourism as an “industry”. In this Section, our analysis focuses on tourist locations
as “communities”, in order to examine what sort of impact efforts for environmental
protection have on the stimulation of tourist locations, in particular.

1

Present status and tasks of local public bodies in tourist locations(1)

Present status of efforts
In a questionnaire survey aimed at municipalities that include tourist locations,

responses were received from about 300 municipalities2. About 60% of themanswered that their priority policy in efforts for environmental protection was“Positively tackling efforts as a chance to increase recognition” or “ Making certain
efforts as a long-term administrative task”, suggesting that they are positively tacklingenvironmental protection. Efforts that were undertaken particularly positively
included “Protecting natural, ecological, cultural and historical heritage, etc.” and“Preserving and continuing handicrafts, traditional performing arts, customs, festivals
and other local culture”, promotional activities such as “Publicizing the attraction of
local farm and fishery produce” and “Activities to attract tourists from outside theprefecture and remote locations”, as well as “Collaboration between local authorities
and the tourism industry”, among others. The impression given was that activities to
2Outline of the MLIT “FY2007 Survey of Awareness on Tourism and the Environment by Local Public
Bodies”
Duration of survey: December 7th, 2007, to January 18th, 2008
Survey targets: Officers responsible for tourism policy in 402 municipalities – Noteworthy tourist locations
and local public bodies (e.g. those that had opened new tourism facilities) were selectedfrom 100 top tourist locations selected by MLIT and the Ministry of the Environment, casestudies of environmental action in tourist locations, and the results of tourist behavior
surveys by various prefectures (incoming visitor number surveys).
Method of distribution and collection: By mailNumbers distributed and collected
Distributed: 402
Valid responses: 285- 10 -

protect tourism resources and make their attractions known to outsiders are being
positively pursued, as well as the promotion of measures through public-private
collaboration.
Cited among the effects of these efforts were “Increased opportunities for local
efforts to be highlighted by the media, etc.”, as well as “Diffusion of local farm andfishery produce, local cuisine, etc.” and “Increased number of visitors from outside
the prefecture or remote areas” in terms of tourism, and “Increased attraction of theregion’s natural scenery”, “Increased participation of local residents in environmental
protection activities” and “Increased preservation of historical heritage”, among
others, as effects in environmental terms.

Valid response rate: 70.96%- 11 -

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(2)Problems
In their efforts for environmental protection, more than half of all municipalities

cite problems in creating cooperative relationships, such as “Collaboration between
local authorities and local tourism-related industries and organizations”, “Forming
local systems of cooperation and consensus” and “Wide-area collaboration beyond
administrative divisions”, as well as other problems like “Large dependence on
private cars, difficulty in maintaining public transport services” and “Increased cost ofaction on the environment”. On the other hand, concerns when undertaking
environmental protection, such as “Worry that daily life will become inconvenient or
constricted” and “Worry that efforts will put tourists off”, were not so significant.

2

Analysis of efforts for environmental protection and stimulation of tourist
locations
To discover the effects of specific efforts for environmental protection, 19

tourist locations engaged in pioneering efforts related to environmental protection- 13 -

were surveyed and analyzed. The targets were broadened beyond local public bodies
to include local residents, local tourism businesses, etc., and even the tourists
themselves3. The 19 target areas were selected to provide as great a diversity as
possible, taking account of the characteristics of those areas, their tourist locations andenvironmental efforts.

(1)

Efforts by residents and others in tourist locations, and their outcome
To analyze efforts related to environmental protection and their outcome inmore detail, a “Survey of Awareness on Tourism and the Environment by Residents
and Others in Tourist Locations4” targeted the residents and other people in 19
3

This analysis was based on a questionnaire survey of local residents, etc., and tourists. It was difficult to use
objective numerical data such as statistical surveys in which data are aggregated in units of administrative
divisions, since the survey was aimed at tourist locations corresponding to only one part within theadministrative divisions of municipalities. For these and other reasons, there are certain constraints(limitations) to the precision of the analysis.
4
Outline of the MLIT “FY2007 Survey of Awareness on Tourism and the Environment by Residents andothers in tourist Locations”
Duration of survey: December 21st, 2007, to January 25th, 2008
Survey targets: Residents and the local tourism industry, tourism and regional development NPOs,
commerce and tourism organizations, etc., in 19 areas
Method of distribution and collection: Distributed directly or by mail, collected by local public bodies or bymail
Numbers distributed and collected
Distributed: To residents – 200 in each area (not possible to distribute all 200 in some cases)
To the tourism industry, etc. – 30 in each area (not possible to distribute all 30 in somecases)
Valid responses: From residents – 1,403
From the local tourism industry, etc. – 296 Total
1,699
Valid response rate: Valid response rate could not be calculated because there were several areas in- 14 -

pioneering areas of environmental protection. Based on the data obtained from thesurvey, the cause-and-effect relationship between efforts related to environmental
protection and their effects was analyzed using the technique of covariance structure
analysis5, with the following results.

①

Efforts for environmental learning and relaying information

which not all of the questionnaire papers could be distributed, making it impossible to ascertain the
total number actually distributed.
5
A method of analyzing the cause-and-effect relationship between phenomena that cannot be measured
directly, by quantifying them on the basis of observed phenomena. Component concepts that cannot bemeasured directly (for example “sales efforts”, “sales ability”) are calculated from observation variants thatcan be measured (for example “number of visits per household”, “number of customers”, “sales turnover”),
and the cause-and-effect relationship between those components (“sales efforts” and “sales ability”) can thenbe clarified. In this analysis, using the questions concerning efforts and results (printed in blue in the diagram
above) as observation variants in the questionnaire survey, component concepts such as “Efforts for tourism
learning and relay of information” and “Promotion of tourism and improved awareness in the area as a whole”(in the elongated circles) are calculated. The cause-and-effect relationship between efforts for environmental
protection and their effects are then calculated by covariance structure analysis.

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Positively relaying information on efforts for environmental learning andenvironmental protection in an area leads to concerted local activity, in the form of
improved hospitality and improved awareness of the protection of environmental
resources by residents, promotion of local consumption of local produce, andparticipation by residents in local promotion events. In particular, the relationshipbetween efforts for environmental learning and relaying information and their effects
is shown to be stronger than other relationships, and there is thought to be a highexpectation that effects commensurate with efforts can be obtained.
②

Efforts for collaboration and cooperation on environmental protection
Regulations through scenic protection ordinances, etc., and efforts to strengthen

collaboration between local concerns are seen as signs of a consensus to protect anddevelop tourism resources in an area. It is thought that this itself could lead to an
improvement in the quality of hotel facilities in the area, improved customer careservices, and so on.
As an example of regulations introduced for environmental protection, Yufu
City in Oita Prefecture (formerly Yufuin-chō) has restricted moves into the area bylarge hotels and other developments under its “Characterful Town Development
Regulations”. This effort is expected to give added value to “Yufuin character”,
maintain local brand value and provide high quality services, by protecting the rustic
landscape, scenery and tourism resources of Mount Yufu.
③

Efforts that help to mitigate environmental burden
Calls for the reduced use of private cars, recommendations to use public

transport, and other efforts that lead directly to a mitigation of environmental burden
cannot always be said to produce positive effects for the residents and others in tourist
locations. Among other problems, local residents feel inconvenience or constriction asa result of these efforts. Nevertheless, in Kamakura City (Kanagawa Prefecture),
Shirakawa Village (Gifu Prefecture), Ōta-chō (Shimane Prefecture), and other areas- 16 -

where the influx of private cars to tourist locations has caused adverse impacts toresidents’ lives (e.g. traffic congestion and deterioration of the environment), traffic
control measures such as Park & Ride have conversely been introduced.
From another angle, efforts to mitigate environmental burden are seen to havethe effect of curbing excessive concentration during particularly busy periods. As
such, it has been suggested that these efforts could also contribute to a leveling-out oftravel demand, such as an increase in tourists over the year and an increase in tourists
on weekdays.
④

Efforts to protect and utilize natural and historical heritage
On the one hand, it is thought possible that activities such as protecting naturaland cultural heritage or lobbying for designation as world heritage could bringinconvenience to local residents, etc., by causing a sense of restriction and increasing
traffic congestion due to the concentration of tourists. However, survey results haveshown that these are not felt as negative impacts on the lives of local residents, and itis thought that these moves are, if anything, regarded positively by the residents andothers in tourist locations.
⑤

Efforts to protect and utilize local foods and lifestyles
Positively striving to protect and publicize the appeal of local agricultural andfishery produce as well as local culture is thought to improve the attraction andliveliness of an area, due to an increase in repeat visits to the area by tourists, theraised profile of the area, an increase in settlers from outside, and so on.
In Ōsaki City (Miyagi Prefecture), for example, attempts have been made tocreate symbiosis between wild birds and pastoral scenes in the area around Kabukuri
Marsh called “Fuyu Mizu Tambo”. One result of this has been an increase in the added
value of rice harvested here, in that there is now greater awareness of its safety and a
new rice brand has been created. Other effects arising from efforts to protect natural
ecosystems have been to increase the PR power of the area and raise its profile as an- 17 -

area that is friendly to the environment, improve local image, and increase the numberof “J-turners” (people from a rural area who return to the general region after a period
in a major city) and other settlers from outside.

(2)

Efforts and effects from the perspective of tourists
To measure the attraction of tourist locations, analysis was again carried out

using covariance structure analysis, based on a questionnaire survey of tourists6.

①

Relationship between efforts for environmental protection and their evaluation
It has been suggested that efforts such as protecting natural, historical or other

6

Outline of the MLIT “FY2007 Survey of Awareness on Tourism and the Environment by Tourists”
Duration of survey: January to March 2008
Survey targets: visitors to 19 areas (tourists)
Method of distribution and collection: Interviews near tourist locations, and questionnaires left in central
tourism facilities, etc.
Number collected: 433- 18 -

heritage and publicizing local products have the effect of increasing the sense of
liveliness of a tourist location. For example, they may give a sense that the tourism
industry is thriving, or make that tourist location more desirable as a place to live.
Efforts to mitigate the environmental burden caused by traffic, meanwhile, lead to aperception that the environment in tourist locations is being well protected. Efforts
related to local infrastructure and local cooperation lead to an improvement in thequality of hospitality. This is thought to result from the fact that efforts aimed attourists, such as improving information signs and sightseeing routes or encouraging
tourists to take litter home, have the effect of improving the awareness of hospitality
among residents and others in tourist locations.
②

Impact on inclination to return
Survey results show that, as factors that influence tourists’ inclination to return

to a location, improving the liveliness of the location and the quality of hospitality are
more or less equally related. In terms of the competitiveness of tourist locations in
attracting visitors, the factors of recognition and price appear to play a major part for
tourists visiting a location for the first time. From this analysis, however, the quality ofcustomer service and hospitality is also thought to be a major factor in persuading
tourists to visit the same tourist location again.
The deciding factor in the choice of tourist locations has shifted from price toquality of service. In future, if locations start to compete over the quality of services,the quality of efforts for environmental protection is expected to become competitive
as a distinguishing factor, and in future this trend will need to be watched closely.

(3)

Problems with differences in the awareness of municipalities, residents andothers in tourist locations, and tourists
Attitudes to efforts on the environment, and the results thereof, generally tend tobe evaluated more harshly by municipalities, compared to residents and others in- 19 -

tourist locations and the tourists themselves.
①

Regulations through scenic protection ordinances, etc.
While municipalities are confident that they are positively tackling regulations

through scenic protection ordinances, etc., residents and others in tourist locations do
not feel that these are being tackled so positively. Also, in the 19 areas targeted by thissurvey, about 30% of municipalities had formulated scenic protection ordinances
aimed at tourist locations, while certain regulations such as the designation of scenic
zones had been introduced. Nevertheless, about 80% of residents and others in tourist
locations thought that “A certain degree of regulation is inevitable for environmental
protection”. From this, it is thought that local residents and others have a higher
tolerance of regulations than is generally perceived by local public bodies.

②

Making use of experts and case studies from other areas
While residents and others in tourist locations have a strong awareness of issues

such as “A lack of experts and information on effective efforts” and “How to learn
from cases of success and failure in other areas”, in municipalities this awareness isrelatively weak.

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In future, local public bodies will be expected not only to continue activities inwhich they are already positively engaged (i.e. attracting tourists and publicizing
agricultural and fishery produce), but also to positively provide detailed information
to local residents, etc., introduce case studies from other areas, and train humanresources inside the area.

③

Efforts for environmental protection and the inclination to reside or visit
In tourist locations that many residents and others consider “Attractive as aplace to live” and many tourists “Would like to visit again”, residents and others do
not appear to feel any particular inconvenience or other adverse reactions to efforts forenvironmental protection. Survey results show that they are strongly aware of theneed for a certain amount of regulation in order to protect scenery and environments.
This is thought to suggest that, as well as being “good to live in, good to visit” in thetrue sense, these areas enjoy the synergistic effects of environmental protection andstimulation as tourist locations.

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Section 4 Directions for Sustainable and Attractive Tourism throughEnvironmental Conservation
Now that efforts for the environment have become an important issue in all
sectors, efforts aimed at environmental protection are also being steadily advanced byvarious actors in Japan’s tourism sector, including local public bodies, residents andthe tourism industry. In pursuing such efforts, the need to build cooperative
relationships beyond the efforts of individual actors has come to be strongly
perceived.
The tourism industry is a resource-dependent industry whose existence depends
to a large degree on natural tourism resources, which are difficult to reinstate once
destroyed or lost. Therefore, not only do efforts for environmental protection form thecore of sustainable growth for the tourism industry, but also the tourism industry itself
is thought able to provide a lead for others through its efforts for environmental
protection in a local area.
From the analysis outlined up to the previous Section, it has become clear thatefforts for environmental protection are not only indispensable for the sustainablegrowth of tourism, but also play a large part in improving the attraction of tourist
locations. This could suggest that the day will come when tourists will be attracted byefforts for environmental protection, or, conversely, when tourists will not be attracted
if efforts for environmental protection are not attempted. As such, tourism, with its
heavy dependence on local resources, should take today’s trend for rising
environmental awareness as a perfect opportunity to increase added value, further
strengthen collaboration and cooperation between stakeholders, and strive to create
sustainable, attractive tourist locations that are “good to live in, good to visit”, inwhich the synergistic effects of three different elements (promoting tourism,
environmental protection, and encouraging repeat visits by tourists) are wellmanifested.

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Part II

Status of Tourism and Measures in FY2007

Chapter 1

Section 1

Current Status of Tourism

Trends in Tourism by the Japanese Public

1

Trends in domestic overnight trips by the Japanese public(1)

Overview of domestic overnight tourist travel
The frequency of overnight domestic trips per capita of the Japanese population

in FY2007 is estimated to have been 1.54, a decrease of 8.3% compared to theprevious fiscal year. Meanwhile, the number of overnight stays on domestic trips per
capita is estimated at 2.47, a decrease of 9.2% compared to the previous fiscal year.
Factors behind the decrease in domestic overnight trips are thought to include a
decline in the average annual days of paid leave per worker, and leisure activity trends
such as using limited leisure time for eating out, television games and other relatively
minor activities. These trends will require further research and analysis in future.

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(2)General status of overnight trips
In January 2007, we started the “Overnight Trip Statistics Survey”, which is ①

conducted under national uniform standards, ② aimed at all prefectures, and ③ used
to survey data such as the number of guests staying in all hotels, inns and simple
guesthouses with ten or more employees. According to the results of the survey, thetotal number of overnight guests between January and December 2007 was 304.45
million guest/nights overall, of which the total number of Japanese guests was 282.54
million guest/nights.
In terms of individual months, August was the busiest with 31.40 million guests
while January was the quietest with 20.58 million.

2

Trends in overseas travel by the Japanese public
The number of Japanese nationals traveling overseas in 2007 was around 17.29

million. Compared to the previous year, this represented a decrease of around 240,000
or 1.4%.

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3

Awareness trends and actual status concerning travel, etc., among the JapanesepublicThe sector in which most respondents wanted to place priority in their future
lives was “Leisure and recreational lifestyle”, cited by 35.1%, followed by “Income”
and “Diet” in that order.

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Section 2 Trends in Visits to Japan by Foreign Tourists

1

Trends in overnight trips by foreign tourists(1)

General status of overnight stays
According to the results of the “ Overnight Trip Statistics Survey”, the total

number of foreign guests between January and December 2007 was 21.91 million
guest/nights. By prefecture and country or region of origin, many of the foreign
nationals traveling to Kyushu were from South Korea, many of those visiting
Hokkaido and Hokuriku were from Taiwan, and many visiting Tokyo and Kyoto werefrom America.

- 27 -

- 28 -

(2)Number of travelers and their nationalities
The number of foreign travelers to Japan in 2007 was 8,347,000 (13.8% morethan in the previous year), a new all-time record.
In terms of year-on-year changes in the country or region of origin, South Korea
maintained a very high growth rate, rising by 22.8% to 2.6 million to occupy top
position for the 9th year in succession. Below South Korea came Taiwan with 1.39
million (up by 5.8%), China with 940,000 (up by 16.1%), the USA with 820,000(down by 0.1%), and Hong Kong with 430,000 (up by 22.6%), in that order, revealing
particularly high growth for South Korea and Hong Kong.

2

Trends in international conventions
In 2003 Japan hosted 247 international conferences, the largest number in Asia,

but in 2006 this fell to 166, putting Japan in 4th place in Asia behind Singapore, China
and South Korea.

Section 3 Economic Effects of Travel on Japan as a Whole- 29 -

1

Economic effects in FY2006(1)

Current status of travel consumption
The value of domestic travel consumption by the Japanese public in FY2006

was 15.68 trillion yen for overnight trips (a decrease of 4.2% from the previous fiscal
year) and 4.74 trillion yen for day trips (an increase of 2.0%).
The value of travel consumption by foreign visitors to Japan was 1.36 trillion
yen (an increase of 20.2% from the previous fiscal year), a vast rise accompanying an
increase in foreign visitors to Japan.
The total value of domestic travel consumption in Japan was 23.54 trillion yen, adecrease of 1.4% from the previous fiscal year.

(2)

Economic effects of travel on Japan as a whole
The direct economic effects on the Japanese economy due to the aforementioned

domestic travel consumption of 23.54 trillion yen in FY2006 are estimated as a direct
added value generation effect of 11.88 trillion yen and an employment generation
effect of 2.15 million workers.
Meanwhile, the production diffusion effect of this travel consumption,
including indirect- 30 -

effects, is estimated at 52.89 trillion yen (5.6% of the value of domestic production),
the added value generation effect at 28.33 trillion yen (5.5% of gross domestic product(nominal GDP)), and the employment generation effect at 4.42 million workers (6.9%of all persons in employment).

Section 4

State of Tourism in Prefectures According to the Overnight Trip

Statistics Survey
Viewing the total number of guests by prefecture in 2007, Tokyo was in 1stplace with 34.36 million guest/nights (11.2%), Hokkaido 2nd with 24.96 million
guest/nights (10.4%), and Osaka 3rd with 15.61 million guest/nights (4.9%), thesethree prefectures accounting for about a quarter of the total.

- 31 -

Chapter 2

Creating Attractive, Internationally Competitive Tourist

Locations

Section 1

1

Creating Attractive, Internationally Competitive Tourist Locations

Providing quality services that draw on the characteristics of tourist locations
through collaboration between local public bodies, tourism businesses and otherstakeholders(1)

As well as the “Tourism Renaissance Assistance Scheme” in support ofprivate-sector attempts to stimulate tourist locations, a “Bill to Promote Visits andStays by Tourists Through the Development of Tourism Spheres” was submitted to
the 169th session of the Diet. The Bill, designed to promote the formation of tourism
spheres that will encourage tourism involving at least two overnight stays among both- 32 -

Japanese and foreign tourists, became law on May 16th, 2008.
(2)

We implemented model projects called “Tourist Location Producers”. The

purpose of these is to train and select human resources who can reinvest the effects of
attracting tourists to their local areas, such as planning and directing efforts for thedevelopment of tourist locations, and to act as go-betweens with the respective
localities.
(3)

We have launched a “Tourist District Development Advisory Council”

consisting of “Tourism Charisma” leaders, academic and professional experts, travelcompanies, and other stakeholders in each regional block. The Council gives advice
on tourism district development.

2

Developing hotel facilities, restaurant facilities, information facilities and othertravel-related and public facilities(1)

Treasury loans and special tax exemption measures have been made available

for the development of hotels and inns.
(2)

Grants for urban development have been used to support a wide variety of

projects, both ‘hard’ and ‘soft’.
(3)

Our development of travel-related and public facilities includes thedevelopment of street environments such as unique district development, scenic
modification to the exteriors of housing, etc., undergrounding of power lines,
development and improvement of roads, parks and other district facilities, and road
improvement taking account of scenic views.

An example of scenic modification to the exteriors of
housing, etc., undergrounding of power lines, etc., in astreet environment development project (Imai-chō
district, Kashihara City, Nara Prefecture)- 33 -

Section 2 Creating Attractive Tourist Locations that Draw on Local
Characteristics by Using Tourism Resources

1

We are promoting steps to protect, nurture, develop and otherwise improve

tourism resources connected with national treasures, important cultural and otherassets, world cultural heritage, and historical features in Kyoto and other ancient
capitals.

2

We are promoting steps to protect, nurture, develop and otherwise improve

tourism resources connected with national and quasi-national parks, world natural
heritage areas and other places of outstanding natural beauty.

3

Protecting, nurturing and developing tourism resources related to scenic views
In FY2007, we established the Landscape Formation Comprehensive Support

Project, and supported efforts based on preserving and utilizing structures and trees ofscenic importance in line with the Landscape Act.

4

We have taken steps to protect, nurture and develop tourism resources

connected with hot spring resorts and other culture, industry, etc.

Section 3 Comprehensive Development of Transport Facilities to Promote Visits
by Tourists
We have promoted the development of international transport facilities such as
Narita International Airport and the development of Shinkansen high-speed railways,
expressways, etc.

- 34 -

Chapter 3 Strengthening the International Competitiveness of the
Tourism Industry and Developing Human Resources toContribute to Promoting Tourism

Section 1 Strengthening the International Competitiveness of the Tourism
Industry

1

Conducting Travel Satisfaction Surveys, etc.
We conducted Travel Satisfaction Surveys of tourists traveling overseas, andanalyzed these in order to study measures aimed at expanding mutual international
exchanges.

2

Strengthening the international competitiveness of the hotel industry
We conducted demonstration experiments, such as separating accommodationfrom meals and providing long-term residential plans, in four locations including
Sakunami Spa.

Section 2 Developing Human Resources to Contribute to the Promotion of
Tourism1

Enhancing further education to contribute to strengthening the international
competitiveness of tourist locations and the tourism industry(1)

Enhancing academic societies and institutes of further education related totourism
We have set up a “Cross-Sector Review Council on the Training ofTourism-Related Human Resources”, through which to study measures for training
human resources in the tourism sector.

- 35 -Meanwhile, in April 2007, faculties and graduate schools related to tourism
were newly established in 5 universities. Altogether, 3,520 students are now enrolled
in these subjects (in 33 universities), an increase of 1,615 over the past five years.
Human resources related to tourism are also being trained in vocational colleges; as of
May 2007, there were 11,727 pupils in a total of 156 travel-related courses invocational colleges.

Scene from the 3rd Meeting of the “Cross-Sector
Review Council” (March 13th-14th, 2008: Mita
Kaigisho)2

Improving the knowledge and abilities of workers in the tourism business(1)

Strengthening tourism management
We have surveyed and analyzed the skills needed by workers in the hotelbusiness, and conducted studies aimed at establishing evaluation techniques.
Meanwhile, in 17 locations across the country, steps have been taken to strengthen
tourism management by means such as training related workers.
(2)

Holding Tourism Charisma classes“Tourism Charisma Classes”, which aim to develop the human resources whowill take care of promoting local tourism, were held in 8 districts.

3

Promoting the diffusion of knowledge on the culture, history, and other uniqueaspects of an area

(1)

Enhancing education on the culture, history, and other unique aspects of an areain schools
In the “National Convention for Local Introduction and Tourism Volunteer
Guides”, we introduced cases studies of voluntary guide activities by children and- 36 -

pupils.

Chapter 4

Promoting International Tourism

Section 1 Encouraging Visits by Foreign Tourists

1

Prioritized and effective PR on the attraction of tourism in Japan(1)

Overseas PR, etc., on the attraction of tourism in Japan①

Overview of the Visit Japan Campaign
The Visit Japan Campaign is being promoted through concerted efforts by the

public and private sectors. A total of 5.21 million foreign travelers visited Japan in
2003, but this climbed to a new record of 8.35 million in 2007.
②

Projects in the Visit Japan Campaign
Twelve countries and regions whose nationals visit Japan with particularfrequency (South Korea, Taiwan, China, Hong Kong, Thailand, Singapore, USA,
Canada, UK, Germany, France and Australia) have been identified as priority markets.
There, as well as publicizing the attraction of tourism in Japan, we implement Visit
Japan Campaign projects involving, for example, the creation of attractive Japan
travel goods. Meanwhile, India, Russia and Malaysia have been identified aspromising markets for promotion, and market surveys have been started.
(2)

Efforts to promote tourism to coincide with the Hokkaido Toyako Summit
At the “11th Tourism Nation Promotion Strategy Conference” held in November

2007, we compiled a “Proposal for promoting tourism and publicizing the attractionsof Hokkaido and Japan to the world, to coincide with the Hokkaido Toyako Summit”.
(3)

Relays of information, etc, by the Japan National Tourist Organization (JNTO)
The Japan National Tourist Organization has set up 13 overseas offices, which

are currently engaged in tasks such as relaying information to local travel companies,- 37 -

the media and so on. It also operates a portal site for information on travel to Japan inseven languages.
(4)

Overseas PR, etc., on local attractions
The various Regional Transport Bureaus, etc., implement Visit Japan Campaign

regional projects in collaboration with local public bodies and others.
(5)

Besides these efforts, we have taken steps to hold tourism promotion events inembassies, official residences of consul generals and other facilities, to promote thediffusion of culture by artists, cultural figures, etc., to relay information on Japanesecuisine and Japanese foodstuffs, etc. in other countries, to relay information on pop
culture, to relay information and networking on “wa” (traditional Japanese culture)contents, and to strengthen the relay of information through international
broadcasting.

2

Providing information on the cost of domestic transport, accommodation andother aspects of tourist travel(1)

Providing information on travel costs
To erase the image of Japan as an expensive location, we have prepared the“Affordable Japan” pamphlet in which prices in Japan are compared with thoseabroad, and price information on restaurants, hotel facilities, etc., is introduced. These
are now distributed overseas.
(2)

Promoting measures to encourage information provision by public transportbusinesses, etc.
Under the “Foreign Tourist Visit Promotion Act”, in areas that are used withparticular frequency by foreign tourists, public transport businesses and others (249businesses as of April 2008) are implementing projects for measures to encourage theprovision of information in different languages.

- 38 -

3

Promoting the convening of international conferences and other international

scale events(1)

Inviting and convening international conferences, etc.
The Tourism Nation Promotion Plan set the numerical target of “increasing thenumber of important international conferences held in Japan by at least 50% within
the next five years, with the aim of becoming the largest conference hosting nation inAsia”. Based on this, a “Program for Expanding International Exchanges by
Promoting the Invitation and Convening of International Conferences” was to becompiled by the Meeting of Bureau Director-Generals for Expanding the Invitation
and Convening of International Conferences, and concerted national efforts were to bemade to promote invitation and convening, etc.

4

We took steps to improve measures related to entry to and departure from Japanby foreign tourists, improve interpreter-guide services, and establish other measures
for welcoming foreign tourists.

Section 2 Promoting Global Interchange

1

Promoting cooperation with governments of other nations(1)

Strengthening trilateral tourism exchanges and cooperation between Japan,

China and South Korea
The 2nd Meeting of Japanese, Chinese and South Korean Tourism Ministers
was held in June 2007. At the Meeting, the “Aoshima Declaration on the Promotion ofChina-Japan-Korea Tourism Exchange and Cooperation” was drawn up. Its content
included the goals of promoting youth exchanges, improving tourism statistics, andpromoting IT.
(2)

Promoting efforts for bilateral tourism exchanges- 39 -

① “Japan-South Korea Tourism Exchange Expansion Evening” and theJapan-South Korea Tourism Promotion Council
In September 2007, a “Japan-South Korea Tourism Exchange Expansion
Evening” was held in Japan, and a Joint Declaration was signed. Its content included
making 2008 “Japan-South Korea Tourism Exchange Year”.
②

Japan-China Normalization 35th Anniversary Commemorative Exchange

Projects
To commemorate the fact that 2007 was the 35th anniversary of thenormalization of ties between Japan and China, some 300 visiting delegations fromJapan, consisting of about 24,700 people in all, visited 19 Chinese cities served bydirect flights from Japan, and held exchanges there.

Japan-China Normalization 35th Anniversary
Commemorative Exchange Event (August 22nd, 2007:
Shanghai)③

Japan-Thailand Tourism Exchange Year Commemorative Projects
To mark the 120th anniversary of friendly relations between Japan and Thailand,2007 was dubbed “Japan-Thailand Tourism Exchange Year”, and steps were taken toencourage tourism exchanges between the two countries.
④

Besides the above, other efforts made for bilateral tourism exchanges included

the Canada-Japan-Canada Tourism Conference, the Japan-India Tourism ExchangeYear Evening, the Japan-Russia Tourism Exchange Promotion Council and theJapan-Russia Joint Working Group.

2

Promoting regional exchanges between Japan and other countries(1)

Promoting overseas travel by Japanese citizens- 40 -

The rules for charter flights (ITC charter) were revised, preparing the way forincreasing charter flights from provincial areas.
(2)

Making use of sister and friendship city agreements
Sister and friendship city exchange agreements are being implemented via Visit

Japan Campaign regional collaboration projects.

3

Promoting international youth exchanges(1)

Promoting educational trips to Japan
The “National Council for the Promotion of Educational Trips to Japan”, a joint

public-private sector organization, promoted efforts to encourage educational trips toJapan.
(2)

Making use of working holidays
From October 2007, a new working holiday scheme was started with Denmark.

(3)

Promoting exchanges with young people from other countries
Young people from other countries have been invited to Japan to take part in avariety of exchange projects. In particular, a total of about 4,500 young people wereinvited from East Asian countries in FY2007, based on the “Youth Exchange
Mechanism”.

Chapter 5

Improving the Environment for Encouraging Tourist

TravelSection 1 Making Tourist Travel Easier and Smoother1

Encouraging holiday taking
To study various measures for stimulating domestic travel demand in tandemwith holiday taking, an “Informal Meeting on Holiday-Taking Behavior to Stimulate- 41 -Domestic Travel Demand” was held and a Final Report compiled.

2

Easing the concentration of demand for tourist travel in specific seasons
Holidays for elementary and junior high schools are being made progressively

diverse and increasing flexible, through measures such as setting holidays that draw
on unique features of the region, autumn holidays, two-term systems, school holidays
linked to local events, and so on.
The Tourism Industry Association of Japan also held an “Autumn Holiday
Campaign”.

3

Protecting the interests of consumers in connection with tourism
In response to a report by the “Review Committee on Electronic Commerce in

the Travel Industry”, we took steps to increase the rigor of guidance on the handling oftravel transactions using the Internet.

4

We attempted to enhance public understanding of the significance of tourism byholding “tourism weeks”, as well as the “Travel Fair 2007”, “JATA World Travel Fair
2007” and others.

Section 2 Improving Hospitality Towards Tourists

1

Developing facilities related to travel
As well as taking steps to diffuse and publicize Guidelines for Signboards to

Revitalize Tourism, we conducted demonstration experiments on support for the
movement of tourists using various means of providing tourist information (the“Machi Meguri Navi Project”) in 31 areas around the country.
Meanwhile, the Japan National Tourist Organization (JNTO), besides providing- 42 -

tourist information to foreign nationals through its Tourist Information Centers (TIC),
has set up a network of tourist information centers run by local public bodies andothers that can serve foreign travelers. These “Visit Japan Information Centers” (in all
47 prefectures of Japan, 214 sites in 121 cities as of March 31st, 2008) provide
guidance and information in collaboration with the TICs.

Kamakura City Tourist Information Center

2

Enhancing introductions to Japan’s outstanding traditional food culture andother aspects of Japan’s lifestyle culture, industries, etc., and developing
attractive products that harness national or regional characteristics
We took steps to promote local brands, such as by implementing the “VJC

Attractive Souvenirs of Japan Contest 2008”.

Section 3 Enhancing Convenience for Tourists

1

Developing travel-related and public facilities so that the elderly or disabled,
foreigners and other tourists who require special consideration may use themsmoothly, and improving the convenience of these facilities(1)

As well as promoting barrier-free conversion for public transport, hotels,

cultural facilities and others, we drew up guidelines for establishing tourism based on
the rationale of universal design.
(2)

Among other efforts, we attempted to improve the convenience of buses byintroducing “bus location systems”, and to increase the efficiency of road transport by
expanding the information provision range of the Vehicle Information andCommunication System (VICS).
(3)

We are taking steps to enhance guidance markings on roads, such as by- 43 -

promoting the use of “Drivability Maps” that incorporate road surface information in
car navigation systems, etc.

2

We have encouraged the provision of information on tourism using information

technology, such as providing the “Denshi Kokudo” web-based e-mapping system,
developing “Cultural Heritage Online” as a portal site for cultural heritage
information, promoting the introduction of shared IC card systems that can be usedmutually between different bus and railway services, introducing car park information
systems that provide information on the location of car parks and space availability,
etc.

Section 4 Ensuring the Safety of Tourist Travel1

As well as providing meteorological and other information, we promoted theprovision of information on the state of occurrence of accidents, disasters, etc., in
tourist locations both in Japan and abroad, by for example rigorously informing ofdisaster danger areas, evacuation sites and evacuation routes, etc.

2

We tackled issues such as preventing the occurrence of accidents during tourist

travel, including safety measures for public transport, road transport and hotel
facilities, response to accidents or incidents overseas and safety measures for the
same.

3

We carried out PR activities to eliminate damage caused by rumors following

the occurrence of the “2007 Noto Peninsula Earthquake” and the “2007 Niigata
Prefecture Chuetsu Offshore Earthquake”.

- 44 -

Section 5 Opening Up New Fields of Tourist Travel
In order to support efforts related to “new tourism” (new travel formats closely
linked to individual regions, including eco-tourism, green tourism, industrial tourism
and health tourism), each Regional Transport Bureau is offering consultancy by travelcompanies and experts, supporting the implementation of monitor tours, etc., andproducing manuals and case study collections to promote the commercialization of
travel merchandise. As well as this, we are promoting “new tourism creation anddistribution promotion projects”, one of which is to create a database for promoting
the distribution of “new tourism” travel merchandise.

Section 6 Protecting Environments and Scenic Views in Tourist Locations
We are striving to protect scenic views in tourist locations, by for example
promoting the application of the Landscape Act, diffusing and publicizing its basic
principles, enhancing systems related to outdoor advertising in tourist locations, andsupporting town development that harnesses history, culture and local features.

Section 7 Developing Statistics on Tourism
Since January 2007 we have conducted the “Overnight Trip Statistics Survey”
every quarter.
As for statistics on day-trippers and other tourists, we are drawing up common
standards for conducting statistical surveys that can be compared between prefectures,with the aim of applying these to surveys from 2010 onwards. Meanwhile, to facilitatean accurate international comparison of the economic effects brought by tourism,
studies are being made towards the fully-fledged introduction of TSA (Tourism
Satellite Accounts, which are progressively being introduced in other countries) in2010.

- 45 -

Measures for Tourism in FY2008

Chapter 1

Creating Attractive, Internationally Competitive Tourist

Locations

Section 1

1

Creating Attractive, Internationally Competitive Tourist Locations

Securing the provision of quality services that harness the characteristics of
tourist locations through collaboration between local public bodies, tourism
businesses and other stakeholders(1)

To promote the formation of tourism spheres that will encourage vacational

tourism involving at least two overnight stays, we will provide for linkage between“hard” and “soft” projects in the “Tourism Spheres Development Law” that wasenacted during the 169th session of the Diet. Besides this, we will create tourism
sphere development projects, give comprehensive and uniform support toself-determined efforts drawing on local creative ideas, and promote wide-areacollaboration.
(2)

We will promote efforts to share information, with each respective area, oncommon issues and pioneering cases related to the development of human resources
for tourism district development. We will also select new model areas for the model
work of “Tourist Location Producers”.
(3)

In “Comprehensive Regional Projects to Support Visitor Promotion and

Hospitality Services” (projects in support of efforts that make use of a region’s
characteristic industries and others as resources for tourism and visitor promotion), in
FY2008 the priority will be to promote the creation of new tourism and visitor
promotion services based on local consumption of local produce, through linkage
between agriculture, commerce and industry.

- 46 -

(4)On regional revitalization, we will make use of support measures to provide

positive support and advice for areas that are promoting independent efforts topromote tourism, such as “developing human resources related to tourism”.

2

Developing hotel facilities, restaurant facilities, information facilities and othertravel-related and public facilities(1)

In connection with loans from the National Life Finance Corporation andOkinawa Development Finance Corporation, we will make a partial amendment to the
Enforcement Order for the “National Life Finance Corporation Law” to expand theeligible recipients of loans by adding operating capital to the system of non-collateral,
unsecured loans to small and medium enterprises, and will take steps to improve theeffectiveness of management guidance.
(2)

We will expand “street environment development projects”, by for example

adding the costs of purchasing, relocating, and repairing important scenic buildings tothe eligible objects of assistance.

Section 2 Forming Attractive Tourist Destinations That Harness theCharacteristics of a Region by Making Use of Tourism Resources

1

Protecting, nurturing and developing tourism resources related to culturalproperties
We will take steps to preserve and utilize cultural assets and to protect world
cultural heritage.

2

Protecting, nurturing and developing tourism resources related to historicalfeatures- 47 -

(1)As well as promoting the preservation and development of ancient capitals like

Kyoto, Nara and Kamakura and the historical features of the Asuka region, theenhancement of the Asuka Historical Museum and the development of the “Asuka andHeijō Palace Site National Historical Park (provisional name)”, we will take steps tonurture the tourism industry and promote agriculture and forestry in harmony with
tourism through the measure of “Grants for Projects Making Creative Use of
Asukamura Historical Features”.
(2)

We will promote the development of urban parks and others that make use ofhistorical and cultural resources such as archaeological sites. For the further
preservation and utilization of the Heijō Palace Special Historical Site, meanwhile, wewill start work on developing the Heijō Palace Site Sector (provisional name) of the“Asuka and Heijō Palace Site National Historical Park (provisional name)”, as a
combined park with the Asuka National Historical Park.
(3)

The “Law Concerning the Maintenance and Improvement of Local Sites ofHistorical Scenic Beauty” was enacted during the 169th session of the Diet. The Law
establishes a comprehensive support system for town development that contributes tomaintaining or improving sites of historical scenic beauty.

3

Protecting, nurturing and developing tourism resources related to areas ofoutstanding natural beauty
We will take steps to disseminate the concept of protecting nature, and will

promote the protection and use of national and quasi-national parks, and the proper
conservation management of world natural heritage areas.

4

Protecting, nurturing and developing tourism resources related to scenic views
We will expand the areas and project implementers eligible for “Landscape

Formation Comprehensive Support Projects” based on the “the Landscape Act”, and- 48 -

will continue to provide support.

5

Protecting, nurturing and developing tourism resources related to hot spring
resorts and other culture, industry, etc.
Among other efforts, we will provide support through funding by Minto (theOrganization for Promoting Urban Development) to resident-participation town
development funds that provide assistance for port development activities; promote
tourism in remote island areas through the “100 Most Beautiful Scenic Islands(provisional name)” and other efforts; promote regional tourism based on marine
leisure, such as supporting the establishment of “marine stations”; and select andintroduce the “100 Best Waters of the Heisei Era”.

Section 3 Comprehensively Developing Transport Facilities Necessary to Encou
rage Visits by Tourists
We will take steps to develop international hub airports, trunk railways,
expressways and other transport facilities, as well as stimulating and revitalizing
regional transport by creating a system of all-in package support for local councils thattackle a diversity of projects such as railways, community buses, shared taxis andpassenger boats, based on the “Law on the Stimulation and Revitalization of Regional
Public Transport” that came into effect on October 1st, 2007.

Chapter 2 Strengthening the International Competitiveness of the
Tourism Industry and Developing Human Resources toContribute to Promoting Tourism

Section 1 Strengthening the International Competitiveness of the Tourism
Industry- 49 -

As well as conducting traveler satisfaction surveys and taking steps to diffuse andestablish management with priority focus on customer satisfaction in the tourism
industry, we will undertake demonstration projects on efforts to improve hotel room
occupancy rates, combine operations and make them more efficient, etc. We will also
take steps to improve the productivity and strengthen the international
competitiveness of the tourism industry.

Section 2 Training Human Resources to Contribute to Promoting Tourism
In collaboration and cooperation between industry, academia and the public
sector, we will implement internship model projects and encourage the use ofinternships. Meanwhile, we will support the development of human resource
education programs through collaboration between industry and academia, with aview to developing human resources for business management of hotels, inns, etc., aswell as tourism and visitor promotion exchanges. We will also take steps to develop
female human resources in the tourism sector.

Chapter 3

Promoting International Tourism

Section 1 Promoting Visits to Japan by Foreign Tourists

1

Prioritized and effective PR on the attraction of tourism in Japan(1)

With the aim of increasing the number of foreign travelers to Japan to 9.15

million in 2008 (an increase of 9.6% compared to the previous year), we will continue
to work on enhancing the “Visit Japan Campaign”. Specifically, since we need to raise
the satisfaction of foreign travelers to Japan and encourage repeat visits, in FY2008
we will attempt to increase understanding of the attraction of Japan in the “Visit Japan
Upgrade Project”, while also promoting efforts to enhance convenience for travelers- 50 -

such as by making IC cards universal and mutually compatible.
Meanwhile, the functions of the Secretariat of the Visit Japan Campaign
Implementation Headquarters will be taken over by the Japan National Tourist
Organization (JNTO).
(2)

In line with the “Proposal for promoting tourism and publicizing the attractionsof Hokkaido and Japan to the world, to coincide with the Hokkaido Toyako Summit”
compiled by the “Tourism Nation Promotion Strategy Conference” in November 2007,
we will promote efforts drawing on the regional characteristics of Hokkaido, and willtake measures to stimulate the regional economy and promote international tourism.
(3)

We will promote efforts to encourage visits to Japan by foreign travelers via thewebsite and overseas offices of the Japan National Tourist Organization (JNTO). The
contents of the website will be enhanced, while two-way participatory functions suchas posting of photographs by travelers and polls on popular tourist locations will be
developed, with a view to upgrading the use of the web.
(4)

We will strengthen the relay of information on pop culture and “wa” (traditional

Japanese style) contents, as well as the relay of information using international
broadcasting.

2

Promoting the convening of international conferences and other international

scale events(1)

Inviting and convening international conferences, etc.
Public and private sectors will continue to combine efforts in promoting theinvitation and convening of international conferences (such as those based on the“Program for Expanding International Exchanges by Promoting the Invitation andConvening of International Conferences”), in order to meet the government’s target of“increasing the number of important international conferences held in Japan by atleast 50% within the next five years, with the aim of becoming the largest conference- 51 -

hosting nation in Asia”.

3

Improving measures for entry to and departure from Japan by foreign tourists,
improving interpreter-guide services, and other measures for welcoming foreign
tourists(1)

For large ocean-going passenger ships that carry at least around 2,000 crew andpassengers, we will reinforce efforts to speed up immigration procedures byconducting procedures while on the open seas.
(2)

Region-specific interpreter guide examinations are due to be held additionally in

Hokkaido and Tochigi Prefecture in FY2008.
(3)

We will introduce pioneering cases in order to spread and encourage volunteer

guide activities.
(4)

In Hokkaido, we will conduct surveys aimed at preparing the ground for

accepting drive tourism by foreigners in FY2008, as well as publicizing the attractionof drive tourism by foreigners, and implementing combined public and private sector
efforts.
(5)

We will promote negotiations on the deregulation of air travel based on the Asia

Gateway Scheme.
(6)

At Haneda Airport, we will permit certain international regular flights during

the daytime and international regular flights including those to and from the USA andEurope during the late night / early morning times. At Narita Airport, we also intend to
expand the framework of arrivals and departures.
(7)

We will promote the provision of information to foreign tourists using

foreign-language websites, pamphlets and others that introduce national parks.

Section 2 Promoting International Exchanges- 52 -

1

Promoting cooperation with the governments of other countries(1)

The 3rd Japan, China and South Korea Tourism Ministers’ Meeting is due to beheld in Busan and Cheongju, North Chungcheong Province, South Korea in June
2008. We will continue to strive for stronger tourism exchanges and cooperation
between the three countries of Japan, China and South Korea.
(2)

We have established 2008 as Tourism Exchange Year with both South Korea

and France, and are now engaged in efforts to expand mutual exchanges with thosecountries. We will also take the opportunity of “Japan-Indonesia Friendship Year(2008)”, the “35th Anniversary of Establishment of Japan-Vietnam Diplomatic
Relations (2008)”, “Japan-Brazil Exchange Year (2008)” and others to promotebilateral tourism exchanges.
(3)

We will continue to cooperate with the activities and projects of the World

Tourism Organization (UNWTO) and Asia-Pacific Economic Cooperation (APEC),
and will contribute to the growth of international tourism. Moreover, the UNWTO
East Asia-Pacific Regional Commission is to meet in Kobe in June 2008, while the 6th
APEC Meeting of Tourism Ministers in 2010 is also scheduled to be held in Japan.

2

Promoting regional exchanges between Japan and other countries(1)

In collaboration with the “Visit World Campaign” started by the Japan

Association of Travel Agents (JATA), we will take steps to encourage overseas travel
by Japanese nationals. Also, to address problems with air travel and promote cruise
travel, etc., we will support efforts such as training human resources in developing
countries that are promising as travel destinations for Japanese nationals, using
Official Development Assistance.
(2)

We will take steps to stimulate sister city and friendship city exchanges, and willencourage exchanges between regions.

- 53 -

3

Promoting international youth exchanges(1)

Based on the “21st Century East Asia Youth Exchange Program”, we will invite

around 6,000 young people from EAS member countries (ASEAN, China, South
Korea, Australia, India, New Zealand) and elsewhere, and in this and other ways
strive to expand youth exchanges.
(2)

In various youth exchange projects, we will actively recruit homestay families,

and will attempt to encourage homestays.

Chapter 4

Improving the Environment for Encouraging Tourist

TravelSection 1 Making Tourist Travel Easier and Smoother
As well as gathering and analyzing case studies of companies that take apositive attitude to holiday taking and travel, we will verify efforts by areas andcompanies from which high effects are expected in terms of creating or leveling out
domestic travel demand, and will broadly disseminate and publicize the results
thereof.

Section 2 Enhancing Convenience for Tourists

1

Developing travel-related and public facilities so that the elderly or disabled,
foreigners and other tourists who require special consideration may use themsmoothly, and improving the convenience of these facilities(1)

We will create a project offering emergency support for barrier-free conversionof urban parks. We will enhance support for barrier-free conversion of railway
stations that have a strong character of tourism or transport hubs, even if the average
daily number of users is less than 5,000. In national parks, meanwhile, we will

- 54 -

promote barrier-free conversion of public facilities, etc., with efforts such as making
admission to parks free for those accompanying disabled visitors from FY2008 (up to
1 accompanying person).
(2)

We will disseminate and publicize guidelines with a view to establishingtourism based on the rationale of universal design.
(3)

We will aim to commercialize car navigation systems compatible with“Nationwide Drivability Maps” and an Internet route search system.

2

Providing information on tourism using information technology
We will gradually provide basic map information via the Internet in order tomake it easier to produce tourist location maps and others using electronic maps.

Section 3 Ensuring the Safety of Tourist Travel
We will attempt to provide meteorological information, river information and otherinformation on the state of occurrence of accidents, disasters and others in tourist
locations, both in Japan and overseas.

Section 4 Opening up New Fields of Tourist Travel
As well as taking steps to promote ecotourism, industrial tourism and other new
forms of tourism, we will use a database of new tourism travel merchandise created in
FY2007 to promote the creation of package tours by travel companies and theprovision of information to travelers. Also, in order to foster “new tourism” markets,
we will undertake dissemination activities such as holding symposia.

Section 5 Protecting Environments and Scenic Views in Tourist Locations

1

We will take steps to further enhance and strengthen the system of “Grants to- 55 -

Promote the Formation of a Recycling-Oriented Society”, and will promote theformation of a recycling-oriented society.

2

As well as conducting surveys designed to make efficient use of the Landscape

Act system, we will support local efforts, such as providing information on the effects
arising from pioneering efforts, etc.

- 56 -