White Paper on Tourism in Japan, 2021 (Summary)Japan Tourism Agency
June 2021

Outline of White Paper on Tourism in Japan, 2021
The White Paper on Tourism in Japan is submitted to the Diet every year in accordance with Article 8 of the
Basic Act for Promoting a Tourism-Oriented Country. It consists of the following four parts.

Part I Tourism Trends
Chapter 1 Global Tourism Trends
Chapter 2 Tourism Trends in Japan

Part II New Developments in Tourism Affected by COVID-19
Chapter 1 Impact of COVID-19 on the Tourism Industry
Chapter 2 Efforts to Strengthen the Tourism Industry and Revitalize the Tourist Spots

Part III Measures Taken in FY2020
Chapter 1 Countermeasures against COVID-19 in the Field of Tourism
Chapter 2 Strategies beyond COVID-19

Part IV Measures to be Taken in FY2021
Chapter 1 Countermeasures against COVID-19 and Revival of Tourism
Chapter 2 Tourism Measures for Realizing a Tourism-Oriented Country[Part I] Tourism Trends◯ Global Tourism Trends

・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ ４◯ Tourism Trends in Japan (Travel by International Visitors to Japan) ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ ７◯ Tourism Trends in Japan (Japanese Domestic Travel) ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ ９◯ Tourism Trends in Japan (Consumption in Overseas Travel and Domestic Travel) ・・・・・・・・・・・・・・・・・・・・・・・・・・ 10◯ Tourism Trends in Japan (Overnight Trips) ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 11

[Part I] Global Tourism Trends (1)◯ In the “International Tourist Arrivals by Country/Region Rankings” of 2019, Japan ranked 12th (3rd in Asia) with 31.88 million
people, while Japan ranked 11th (3rd in Asia) with 31.19 million people in 2018.
◯ In the “International Tourism Revenue by Country/Region Ranking” of 2019, Japan ranked 7th (2nd in Asia) with$46.1 billion, while Japan ranked 9th (2nd in Asia) with $42.1 billion in 2018.
(Figure I-2) International tourist arrivals by country/region rankings(2019)(10,000 people)0★ France
Spain
United States
China
Italy
TurkeyMexicoThailandGermany
United Kingdom
AustriaJapan
GreeceMalaysia
RussiaHong Kong
CanadaUnited Arab Emirates
PolandNetherlands
Macau
VietnamIndia
Saudi Arabia
South Korea
Croatia
Portugal
Hungary
Indonesia
Singapore
Denmark★ Czech Republic
UkraineMoroccoEgypt
TaiwanSwitzerland
IrelandRepublic of South Africa
Australia

1,000

2,000

3,000

4,000

3,188
3,188
3,135
2,610
2,442
2,375
2,215
2,155
2,116
2,013
1,863
1,801
1,791
1,753
1,750
1,735
1,717
1,694
1,546
1,512
1,457
1,428
1,344
1,293
1,288
1,186
1,182
1,095
1,023
947

5,000

6,000

5,119
4,502
3,992
3,956
3,942

7,000

6,573
6,451

8,000

9,000

(Figure I-4) International tourism revenue by country/region rankings(2019)

10,000

8,932
8,351
7,926

Japan ranked 12th in theworld and 3rd in Asia

Source: Prepared by the Japan Tourism Agency based on data from UNWTO (United Nations World Tourism Organization)
Note 1: The number of foreign tourists is calculated according to different statistical standards for each country/region, so care must be taken when comparing the figures. (Example:
The number of foreign crew members (crew numbers) is not included in the statistics of Japan, but is included in the statistics of France, Spain, China, South Korea, etc.)
Note 2: The figures in this table are provisional values as of May 2021.
Note 3: The figures for 2018 are adopted for countries marked with a star since the values for 2019 had not been announced at the time of writing.
Note 4: The figures used in this table are principally the number of foreign visitors staying at least one night, excluding Japan, Russia, Vietnam, South Korea, Taiwan, and Australia.
Note 5: The green-colored bars in the graph shows the countries/regions in Asia.
Note 6: Since the number of foreign tourists may be announced later or updated retroactively, the rankings may change depending on the time when the figures are adopted.

0
United States
Spain
FranceThailand
United Kingdom
Italy
Japan
Australia
Germany
Macau
China
United Arab Emirates
India
TurkeyHong Kong
CanadaMexicoAustriaSouth Korea
Portugal
GreeceSingapore
Malaysia
Netherlands
Switzerland
Indonesia
Saudi Arabia
SwedenTaiwanPolandEgypt
VietnamCroatia
RussiaNew ZealandPhilippines
Denmark
Belgium
LebanonSouth Africa

200

400

600

527
496
461
457
416
401
358
307
307
298
290
280
246
229
209
205
204
203
198
185
179
169
164
152
144
137
130
118
118
110
105
98
90
89
86
84

(US $100 million)
2,000
2,000
1,200

1,800
1,000

800

638
605

797

1,933

Japan ranked 7th in theworld, and 2nd in Asia

Source: Prepared by the Japan Tourism Agency based on the data from UNWTO (United Nations World Tourism Organization) and from the tourism bureau of each country
Note 1: The figures in this table are provisional values as of May 2021.
Note 2: International tourism revenues in the graph do not include international passenger fares.
Note 3: The green-colored bar in the graph shows the countries/regions in Asia.
Note 4: The figures of international tourism revenues may be announced later or updated retroactively.
In addition, when converting international tourism revenue in local currency to those in U.S. dollars, the figures fluctuate due to the exchange rate.
Therefore, the rankings may change depending on the time when the figures are used.

4

[Part I] Global Tourism Trends (2)◯ In the “International Tourist Departures by Country/Region Rankings” of 2019, Japan ranked 14th (4th in Asia) with 20.08
million people, while Japan ranked 18th (4th in Asia) with 18.95 million people in 2018.
◯ In the "International Tourism Expenditure by Country/Region Rankings”of 2019 , Japan ranked 16th (6th in Asia) with $21.3
billion , while Japan ranked 16th (6th in Asia) with $20.2 billion dollars in 2018.
(Figure I-5) International tourist departures by country/region rankings(2019)(10,000 people)
0

5,000

10,00015,000China

20,00015,463Germany

10,854

United Kingdom

9,309

United States

9,256

Russia

4,533

Italy

3,470

France3,041

Ukraine2,888South Korea

2,871

India

2,692

Canada2,661

Romania

2,307

Netherlands

2,087

Japan

2,008

Spain

1,985

Mexico1,981

Saudi Arabia

1,901

Sweden1,800

Taiwan1,710

Belgium

1,419

Poland

1,350

Switzerland

1,344

Austria

1,190

Indonesia

1,169

Denmark

1,082(Figure I-7) International tourism expenditure by country/region rankings(2019)

Japan ranked 14th in the world and 4th in Asia

Source: Prepared by the Japan Tourism Agency based on the "Compendium of Tourism Statistics Data 2015–2019, 2021 Edition" by UNWTO (United Nations
World Tourism Organization), "State of the World Population (2019)" by The United Nations Population Fund, and the "Japan Travel Data Handbook
2020" by the Japan National Tourism Organization (JNTO).
Note 1: The figures for 2018 are adopted for Germany, the United States and the Netherlands because the figures for 2019 were unknown at the time of writing.
Note 2: The green-colored bars in the graph show the countries/regions in Asia.

(US $100 million)

0
China
United States
Germany
United Kingdom
FranceRussiaAustralia
CanadaSouth Korea
Italy
Spain
Singapore
Hong Kong
United Arab Emirates
India
Japan
Netherlands
TaiwanSwitzerland
BelgiumBrazil
NorwayKuwaitSaudi Arabia
SwedenThailandNigeria
Malaysia
Philippines
Austria
Indonesia
Iraq
Denmark
MexicoQatar
Poland★ IranUkraineIrelandIsrael

500

362
360
358
327
303
279
273
269
267
229
213
206
205
188
187
176
165
158
151
144
142
135
124
120
116
113
109
101
99
95
92
87
85
82
82

1,000

517

719

932

1,500

2,000

1,346

2,500

3,000
2,546

Japan ranked 16th in the world and 6th in
Asia

Source: Prepared by the Japan Tourism Agency based on data from UNWTO (United Nations World Tourism Organization) and from the tourism bureauof each country
Note 1: The numbers in this table are provisional values as of May 2021.
Note 2: The figures for 2018 are adopted for the countries marked with a star since the figures for 2019 were not announced at the time of writing.
Note 3: International tourism expenditure in the graph do not include international passenger fares.
Note 4: The green-colored bars in the graph show the countries/regions in Asia.
Note 5: The figures of international tourism expenditure may be announced later or updated retroactively. In addition, when converting international
tourism expenditure in local currency to those in U.S. dollars, the figures fluctuate due to the exchange rate.
Therefore, the rankings may change depending on the time when the figures are used.

5

[Part I] Global Tourism Trends (3)◯ According to the United Nations World Tourism Organization (UNWTO), the number of international tourists in 2020 was
394 million people, which is 1.72 million people less than that in 2019 (up 73.1% from 2019). There was a significant reductionin the number due to travel restrictions to prevent the spread of COVID-19, etc.
○ According to the World Travel and Tourism Council (WTTC), in 2020, the share of the travel and tourism industry in the world's
GDP was roughly halved from about 10.4% to about 5.5%, and the number of tourism-related industry workers
decreased by about 62 million people (down about 18.5% from 2019).
(Figure I-8) Trend in the number of international tourists(billion people)

16
14.7
14.1
13.4

14

12

10
8.1

8.6

9.1 9.3 9.0

9.6○ Market loss:$1.3 trillion (approx. 139 trillion yen)
Recorded the largest loss ever which is 11 times as large
as the loss in 2009.

12.5
12.1
11.5
11.0
10.5
10.0

Source: United Nations World Tourism Organization (UNWTO)

7.5

8
6.3

6.7 6.7 6.9 6.9

6
3.9

4

○Share of the travel and tourism industry in the world's
GDP:
2019: 10.4％ ⇒ 2020: 5.5％
○ Tourism-related industry workers:
2019: 334 million people ⇒ 2020: 272 million people

2

Source: WTTC (World Travel and Tourism Council)(Year)

6
Source: Prepared by the Japan Tourism Agency based on data from UNWTO (United Nations World Tourism Organization)

[Part I] Tourism Trends in Japan (Travel by International Visitors to Japan) (1)◯ The number of international visitors to Japan in 2020 was 4.12 million (down 87.1% from 2019).
◯ The breakdown of the number is as follows: 3.32 million people from Asia (80.6 % of the total), including 2.6 million
people from East Asia (63.1%) and 690,000 people from Southeast Asia (16.8%), 270,000 people from North America(6.6 %) and 150,000 people from 5 major European countries (UK, France, Germany, Italy and Spain)(3.6%).

（万人）(10,000 people)(Figure I-12) Number of international visitors to Japan(Figure I-13) Number of international visitors to Japan:
breakdown by country/region (2020)(10,000 people)

3,500
3,119
3,000

3,188

Germany
3 (0.7%)Italy
1 (0.2%)Spain
1 (0.2%)

Russia2 (0.5%)Other
20（4.7％）UK
5 (1.2%)

2,404

Mexico1 (0.2%)
Canada5 (1.2%)

1,974

2,000

⑤USA
22
(5.3%)

North America
27（6.6％）

Philippines
11 (2.7%)

1,036
1,000

500

521

614 673733

861

835 835
679

836

Indonesia
8 (1.9%)622
412

Malaysia
8 (1.9%)Singapore
60,000 people(1.5%)

02003 04

05

06

07

08

09

10

11

12

13

Total
412

Vietnam
15 (3.6%)

1,341

14

15

16

17

Source: Prepared by the Japan Tourism Agency based on data from the Japan National Tourism Organization

18

China
107
(26.0%)

5 major European
countries
15 (3.6％)

India
3 (0.7%)1,500

Middle East
1 (0.2%)

France4 (1.0%)

2,869

2,500

Australia
14 (3.4%)

Thailand22(5.3%)

Asia 332 (80.6%)
East Asia 260 (63.1%)
Southeast Asia 69 (16.8%)

Hong Kong35(8.5%)

Taiwan69(16.7%)South Korea
49(11.9%)

19 20
Source: Prepared by the Japan Tourism Agency based on data from the Japan National Tourism Organization(Year)（年） Note 1: Figures in parentheses indicate a percentage among the total number of international visitors to Japan.
Note 2: “Others” includes countries and regions in Asia and Europe not specified in the above chart.
Note 3: Totals may not be exact due to rounding.

7

[Part I] Tourism Trends in Japan (Travel by International Visitors to Japan) (2)◯ Tourism consumption (estimated) by international visitors in 2020 was 744.6 billion yen (down 84.5% from 2019).
◯ The breakdown is as follows: China took first place with 253.6 billion yen (34.1% of the total), followed by Taiwan with 108.4 billion
yen (14.6%), Hong Kong with 57.6 billion yen (7.7%), the United States with 45.6 billion yen (6.1%), and South Korea with 42.9
billion yen (5.8%).
(Figure I-16) Tourism consumption by international visitors:
breakdown by country/region(Figure I-15) Tourism consumption by international visitors
Year

Tourism consumption by international visitors

2012

1,846 billion yen

2013

1,416.7 billion yen

2014

2,027.8 billion yen

2015

3,477.1 billion yen

2016

3,747.6 billion yen

20174,416.2 billion yen

2018

4,518.9 billion yen

20194,813.5 billion yen

2020

744.6 billion yen

Source: “International Visitor Survey” by Japan Tourism Agency
Note 1: Please note that there was a change of statistical basis. The survey focused mainly on travelers using airports
until 2017; however, in light of the rapid increase in the number of cruise travelers, who tend to stay for a shortperiod of time, the scope of the survey was expanded to cover cruise travelers since 2018.
Note 2: Due to the impact of COVID-19, the surveys for the April-June, July-September and October-December periods
in 2020 were canceled. The survey results for the January-March period in 2020 were used to estimate thefigures for the tourism consumption of 2020, therefore care must be taken when comparing the 2020 figureswith those of 2019 and earlier.

Malaysia
9.5
1.3%

France8.2
1.1%

Germany
5.7
0.8%

India
5.1
0.7%

Russia3.4
0.5%

Canada
9.6
1.3%

Italy
3.1
0.4%

(billion yen)

Spain
2.2
0.3%

Other
40.9
5.5%

Singapore
10.1
1.4%
China
253.6
34.1%

UK
10.4
1.4%

(Estimated value)
Philippines
11.3
1.5%

744.6
South Korea
42.9
5.8%

Indonesia
11.9
1.6%

Thailand
30.7
4.1%

Australia
34.1
4.6%

Vietnam
40.2
5.4%

USA
45.6
6.1%

Hong Kong
57.6
7.7%

Taiwan
108.4
14.6%

8
Source: "International Visitor Survey” by Japan Tourism Agency

[Part I] Tourism Trends in Japan (Japanese Domestic Travel)◯ In 2020, the total number of Japanese who took domestic overnight trips was 160.70 million (down 48.4% from 2019), andthe figure for domestic one-day trips was 132.71 million (down 51.8% from 2019).
◯ Japanese domestic tourism consumption totaled 10.0 trillion yen in 2020 (down 54.5% from 2019). Of these, overnight trips
accounted for 7.8 trillion yen (down 54.7% from 2019) and one-day trips accounted for 2.2 trillion yen (down 53.9% from 2019).
(Figure I-26) Total number of Japanese taking domestic
overnight trips and one-day trips(Figure I-27) Japanese domestic tourism consumption(trillion yen)

(10,000 people)

25

70,00061,27563,09560,00050,00029,720 31,053

59,522 60,472

29,788 29,173

21.9

64,108 64,751
56,178

20

19.4
4.4

31,542 32,418
27,07340,00058,71027,548

20.4

20.2

21.0

21.1

4.9

5.0

20.5

18.4
4.6

4.8

4.8
4.7

4.5

15

10.0

29,341

30,00010

13,271

20,00031,555 32,042 29,734 31,299 32,566 32,333 29,105 31,162
10,000

15.0

15.4

13.9

15.8

16.0

16.1

15.8

17.2

5
7.8

16,070

0
2012

13

14

15

Overnight trips

16

17

One-Day trips

18

19

2.2

20 (Year)

0
2012

13

14

Overnight trips

15

16

One-Day trips

17

18

19

20

(Year)Overall domestic travel

9
Source: "National Tourism Survey” by Japan Tourism Agency

Source: "National Tourism Survey” by Japan Tourism Agency

[Part I] Tourism Trends in Japan (Consumption in Overseas Travel and Domestic Travel)◯ The number of Japanese overseas travelers, which hit a record high of 20.08 million in 2019,
dropped to 3.174 million (down 84.2% from 2019) in 2020.
◯ Domestic tourism consumption in Japan was 27.9 trillion yen in 2019, but dropped to 11.0 trillion
yen (down 60.6% from 2019) in 2020.
(Figure I-23) Number of Japanese overseas travelers(Figure I-28) Domestic tourism consumption in Japan(10,000
people)11.0 trillion yen

2,500

Consumption by
Domestic consumption byinternational visitors
Japanese overseas travelers to Japan
0.3 trillion yen (2.7%)
0.7 trillion yen (6.8%)

2,008

2,000

1,895

1,849

1,789

1,747 1,690

1,699

1,612

1,712

1,500

Domestic one-day trip
consumption by
Japanese
2.2 trillion yen(20.0%)

1,000

500

Domestic
overnight trip
consumption
by Japanese
7.8 trillion yen(70.6%)

317

0
11

12

13

14

15

16

17

18

19

20

Source: Prepared by the Japan Tourism Agency based on data from the Japan National Tourism Organization(Year)
Source: Prepared from the "National Tourism Survey" and "International Visitor Survey” by Japan Tourism Agency
Note 1: It should be noted that the annual tourism consumption by international visitors to Japan in 2020 is an estimatedvalue.

10

[Part I] Tourism Trends in Japan (Overnight Trips)◯ In 2020, the national average for room occupancy rates were 34.6%, decreasing from 62.7% in 2019.
◯ By accommodation type, the rates for city hotels and business hotels were relatively high, but the decline of room
occupancy rates from the previous year was larger than that of ryokan and resort hotels.
◯ The total number of guest nights fell for both Japanese and international visitors in all regions, but by region, thedeclines in Kinki and Okinawa stood out.
(Figure I-32) Room occupancy rates by accommodation type(%)

(Figure I-44) Total number of guest nights by regional block(Year-on-year contribution by Japanese and international visitors) (2020)

90

80

70

60

50

77.3

72.1

79.2

74.2

80.2

74.4

75.3

75.5

60.3

59.7

60.5

61.2

56.0

56.9

57.5

58.3

57.4
54.0

78.7

79.5

79.5

Hokkaido Tohoku

Kanto

-30.9

-32.8

-32.0

-30.1

Chugoku Shikoku Kyushu Okinawa National

-10

7…

-31.1

6…

-20

5…

-36.7

-31.4

-34.0

-31.1

-32.5
-40.5

-3.1

-30

-6.9
-34.0

-40

-19.0

40

30

Kinki

0

43.5

35.2

Hokuriku
Shinetsu Chubu

37.0

37.1

37.5

38.8

34.7

39.6

34.6
30.9

-5.9

-7.2

-11.2

-19.9

-27.0
-42.6

-38.3

-12.7
-16.4

-41.2
-43.8

-43.3

-50

-20.6
-50.1

-48.9

-52.6

-60

-57.0

25.0

-61.1

20
2014
Overall

15
Ryokan16

17
Resort hotels

18
Business hotels

Source: "Overnight Travel Statistics Survey,” Japan Tourism Agency
Note 1: Preliminary figures for 2020.

19

20(Year)

City hotels

-70
(%)

Japanese

International visitors

Total

Source: "Overnight Travel Statistics Survey,” Japan Tourism Agency
Note 1: Preliminary figures for 2020.

11

[Part II]
New Developments in Tourism
Affected by COVID-19◯ Serious Impact of COVID-19 on the Tourism Industry

・・・・・・・・・・・・・・・・・・・・・ 13◯ Various Support from the Government

・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 14◯ Status of Go To Travel Campaign◯ Changes in Tourism Trends

・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 15
・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 17◯ Characteristics and Issues of Facing Tourism in Japan◯ Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area

・・・・・・・・・・・・・・・・・・・・・ 22
・・・・・・・・・・・・・ 24

[Part II] Serious Impact of COVID-19 on the Tourism Industry○ Looking at the trend in business sentiment by industry, there has been a significant decline for the accommodation and food services industry.
In the accommodation industry, the number of regular employees declined by about 8%, while the number of non-regular employees declined by about 15%.
○ While thorough measures have been implemented to prevent the spread of infection, through the promotion of demand-stimulating measures such as the Go
To Travel campaign, domestic travel demand recovered in November 2020. Then, it turned to decline due to spread of infection and the declaration of a state of
emergency.

(Figure II-1) Business sentiment
20(Figure II-8) Decline in accommodation reservations (Compared to the same month in 2019)

Future(% points)

0
September toNovember isomitted-20

1. No effect

2. About 0% to 10%

3. About 10% to 20%

5. About 30% to 50%

6. About 50% to 70%

7. 70% or higher

8%

August

-40
-60

2019

2020

Manufacturing industry
Accommodation and food services

6%

8%

25%

December

19%

January 2021

3%2%3% 5%

12%

26%

February

4% 3%3% 4%

14%

21%

March

4% 3% 6%

June

March

December

September

June

March

December

June

March

-100

September-80

3%(Survey month)10%

April 2% 4% 2%
May 2%

2021

Non-manufacturing industry

6%

June 2% 4%

2020
Average

8%

52%

193

27%

192

26%
38%

47

57%

11%

203
365

48%

30%

47

83%

47

(Figure II-8) Change in number of persons who reserved through travel agencies[ Small-to-medium[Major 10 companies] (Compared to the same month in 2019)47 companies*]

Domestic travel

2020

Number of
regularemployees

Number ofnon-regular
employees

Approx. 260,000

Approx. 330,000

Approx.
12% down

Approx.
8% down

Approx.
15% down

Approx. 520,000

Approx. 240,000

Approx. 280,000

Source: Prepared by the Japan Tourism Agency from the "Labor Force Survey" by Ministry ofInternal Affairs and Communications

0.0%

2021

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Travel to Japan* Almost all reservations
were for domestic travel

18%

20.0%

Approx. 590,000

341

16%

32%

40.0%

2019
Average

23%

27%

Overseas travel(FigureII-9) Employment
in accommodation
gure II-9)
Employment
statusof the accommodation industry(Excluding officers)

26%(May and June are estimates)

Source: Bank of Japan “Short-term Economic Survey of Enterprises‘ Judgment of the Current
Situation in Japan" Diffusion Index ("good" - "bad"). Full-scale base. The prospects forJune 2021 are responses as at March 2021.

Number of
employees

12%

21%
4%

(Number of
responses)

24%

12%

7%

4. About 20% to 30%

2020

2021

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

2020

2021

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

2020

2021

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

▲ 12%
▲ 20%

-20.0%-40.0%▲ 56%-60.0%▲ 62%-80.0%-100.0%

▲ 80%
▲ 83%
▲ 100%

▲ 99%

▲ 99%

▲ 82%
▲ 85%
▲ 89%
▲ 85%
▲ 91%

▲ 94%

▲97％
▲ 99%
▲ 99%
▲ 86%
▲ 98%
▲ 98%
▲ 100%▲ 96%▲96％

Source: Prepared by the Japan Tourism Agency from the survey conducted by Ministry ofLand, Infrastructure, Transport and Tourism (as of April 30, 2021)

▲ 59%
▲ 66%
▲ 69%
▲ 85%
▲
▲
76%
▲ 87%
78%
▲ 92%
▲
96%

▲ 85%
▲ 86%

13

(May and June are estimates)

[Part II] Various Support from the Government○ The government supported the tourism-related companies, which provide employment opportunities for about 9 million people,
to continue business and maintain employment.
Support such as real interest-free/unsecured loans (initially interest-free for 3 years, principal remained the same for up to
5 years) and money for temporary support is provided to businesses struggling with cash flow due to a decrease in sales.
Subsidies such as rest-day allowances using employment adjustment subsidies are provided for companies to maintainemployment.
○ Many companies in the accommodation and travel industries utilize financing support and employment adjustment subsidies.

(Figure II-12) Utilization status of various support(Accommodation industry)
Financing support
2 Facilities(4%)

Employment adjustment subsidy(Travel industry)
Financing support

3 Facilities
3 Facilities (7%)

1 (2%)(7%)

45 Facilities(96%)(Responses: 47)
Benefited

Applied (Unpaid)

Employment adjustment subsidy
7
(15%)
1
(2%)

46
(98％)

41 Facilities(87%)(Responses: 47)
Underconsideration
for useNo plans to use(Responses: 47)
Benefited

Applied (Unpaid)

39
(83%)

(Responses: 47)
Underconsideration
for useNo plans to use(Response month: April)(Response month: April)
Material: Prepared by the Japan Tourism Agency from the survey conducted by Ministry of Land, Infrastructure, Transport and Tourism(as of April 30, 2021)

14

[Part II] Status of Go To Travel Campaign (1)○ To stimulate domestic travel demand, the Go To Travel campaign was promoted from July 2020 while measures were thoroughly implemented toprevent the spread of infection.
○ Domestic travel demand recovered in November 2020. However, the campaign was suspended nationwide in December.
○ So far, the number of guest nights is at least approx. 87.81 million, and the amount of the support is at least approx. 539.9 billion yen.
(Figure II-13) Background to the Go To Travel Campaign(Figure II-20) The total number of guest nights of Japanese and that of guest nights
using Go To Travel Campaign (2020)

Go To Travel campaign started
Full business operations started(Coupons common to all regions made available, aimed at supporting trips to/from Tokyo)(10,000 guest nights)
4,000

(%)
80

3,500

70

Announced that temporary suspension measures will be in place for trips related to Sapporo
City and Osaka City

3,000

60

2,500

50

2,000

40

Announced that blanket temporary suspension measures will be put in place nationwide
December 14, 2020 during the year-end and New Year holiday period (December 28 to January 11)
Announced that the blanket temporary suspension measures in place nationwide will be
continued until February 7
January 7, 2021

1,500

30

1,000

20

500

10

0

0

February 2, 2021

Announced that the blanket temporary suspension measures in place nationwide will be
continued until March 7

March 5, 2021

Announced that the blanket temporary suspension measures in place nationwide willcontinue beyond March 8

July 22, 2020
October 1, 2020

November 24, 2020

Temporary suspension measures have since been progressively announced for Tokyo,
Nagoya, and Hiroshima

Total number of Japanese guests

Total number of guests using GoTo Travel campaign

GoTo Travel Business Utilization Rate (right axis)

Source: "Accommodation Overnight Travel Statistics Survey," Japan Tourism Agency

Promotion of "a new safe and secure travel style"- Compliance with participation conditions to preventthe spread of COVID-19

Estimated usage in the Go To Travel campaign"New Travel Etiquette"- Thorough implementation of the guidelines toprevent the spread of COVID-19- Making the “New Travel Etiquette" well known- Measures to distribute travel demand to weekdays

15

[Part II] Status of Go To Travel Campaign (2)○ The average number of nights for overnight trips using the Go To Travel campaign is approx. 1.35 nights per trip. The mode of the number of nights is
one night, for approx. 82% of all trips.
○ The usage price per night stayed for the Go To Travel campaign has the largest number of users in the 5,000 yen to 9,999 yen range, followed by 4,999
yen or less, therefore, usage is centered on comparatively low price ranges.
○ Approx. 67% of domestic travelers responded that they used the Go To Travel campaign.
○ The prefectures with the high usage of regional common coupons were Tokyo, Hokkaido, Okinawa, Kyoto, and Shizuoka.

(Figure II-15) Number of nights for overnight trips using the Go To Travel campaign (Figure II-17) A percentage of the use of the Go To Travel campaign by age
4 nights
1.5%
3 nights
3.3%

0.0%
5 nights ormore 2.0%

20.0%

40.0%

10s
2 nights
11.1%

1 night 82.1%* Only data which travel payments are clear are aggregated.
* Since aggregation of the data is in progress, the data by
subsequent refund applications by travelers are not included.

(Overnight trips from
July to December)

80.0%

66.5%

Overall
9 years or younger

60.0%

33.5%

64.0%

36.0%

55.6%

44.4%

20s

66.8%

33.2%

30s

68.4%

31.6%

40s

67.4%

32.6%

50s

69.6%

30.4%

60s

70.2%

29.8%

70s
80s or older

64.2%

35.8%

50.5%

49.5%

Used

Source: Data by Japan Tourism Agency

100.0%

Not used
Source: "National tourism survey" Japan Tourism Agency(Figure II-16) Distribution of the accommodation fee for the Go To Travel campaign(Overnight trips from July to December)
0%

5%

10%

15%

20%

Less than 5,000 yen

25%

30%

35%

(Figure II-18) The record of the use of regional common coupons for Go To
Travel campaign by prefecture(Oct to Dec 2020: Top 10 prefectures)

41.2%

10,000 yen to 14,999 yen

Unit: 100 million yen

14.2%

15,000 yen to 19,999 yen

25,000 yen to 29,999 yen[Number of samples] 3,647 trips
Of those, have used the Go To Travel campaign (2,426 trips)
Of those, have not used the Go To Travel campaign (1,221 trips)

45%

24.4%

5,000 yen to 9,999 yen

20,000 yen to 24,999 yen

40%[Analysis target]
Domestic overnight trips forsightseeing and recreation

8.4%
4.7%
2.9%

30,000 yen to 34,999 yen

1.7%

35,000 yen or more

2.6%

* Accommodation fee per person per night (fees before discount support)* Only data which travel payments are clear are aggregated.
* Since aggregation of the data is in progress, the data by subsequent
refund applications by travelers are not included.
Source: Data by Japan Tourism Agency

1 Tokyo2 Hokkaido
3 Okinawa
4 Kyoto5 Shizuoka

69.6
68.2
55.9
51.5
49.5

6 Kanagawa
7 Nagano
8 Hyogo9 Osaka
10 Chiba

44.8
39.4
38.0
37.2
30.8

16

[Part II] Changes in Tourism Trends (1)○ For domestic travel, such as tourism within prefectures, there is an increase in the proportion of tourism in neighboring areas (socalled microtourism). In terms of the number of stays, there was an increase in the proportion of 1 night stays.
○ Regarding a traveling companion, there was an increase in the proportion of couples/partners, while the percentage of friends
decreased. For travel styles, there was an increase in the proportion of independent travel.

(Figure II-25) Percentage of overnight travelers within the prefecture
and overnight travelers outside the prefecture [Nationwide]

Jul-Dec 2019

24.8%

75.2%

(Figure II-33) Types of a traveling companion
0%

Jul-Dec 2019

7.0

10%

20%

30%

20.0

68.2%

20%

40%

Within the prefecture

60%

70%

80%

90%

Jul-Dec 2020

60%

80%

6.9

27.2

100%

16.6

+7.2％ points

31.8%

0%

50%

49.0

+7.0％ points

Jul-Dec 202040%

-3.5％ points
48.7

13.1

100%

Outside the prefecture

Source: "Overnight Travel Statistics Survey" Japan Tourism Agency

Solo

Couple/partner

Family/relatives

Workplace colleagues

Friends

Other

Source: "National tourism survey" Japan Tourism Agency(Figure II-32) Number of stays
0%

10%

Jul-Dec 2019

20%

30%

40%

50%

60%

58.0

70%

80%

27.4

90%

100%

8.2

5.7

0%

Jul-Dec 2019

(Figure II-34) Types of travel
10%

20%

30%

40%

70.4

1 night

2 nights

3 nights

70%

80%

90%

100%

17.5

+4.4％ points

19.5

4-7 nights

60%

82.5

+12.4% points
Jul-Dec 202050%

6.1 3.1

8 nights or more

Source: "National tourism survey" Japan Tourism Agency

Jul-Dec 2020

86.9

Independent travel

13.1

Package/group travel

Source: "National tourism survey" Japan Tourism Agency

17

[Part II] Changes in Tourism Trends (2)○ Telework, which is a prerequisite for workations, has become popular under the spread of the COVID-19. The rate of desire for telework is
particularly high among those in their 20s and 30s.
○ In regional areas, in order to support workations with children there are also efforts in cooperation with local governments to make the system inwhich their children can go to nursery school.
○ Given the recent situation where people want to avoid the three Cs in addition to the growth in consumption of services from before COVID-19,
demand for outdoor activities such as camping increased. There are also camp sites with combining facility maintenance and content creation
which realize a high consumption unit price.

(Figure II-37) Desire to do a workation by age group
0%

10%

20%

30%

40%

50%

(Figure II-40) Average number of reservations per camp site
(compared to the same month of the previous year)
250%

225%

213%

Overall

34.3%

10s

163%

36.4%

150%

20s

47.5%

30s

43.3%

40s

32.6%

50s
60s and over

188%

200%

25.3%

166%
149%

146%

139%

124%

182%

114%

128%

100%
50%

34%

34%

0%

18.3%

Source: "No. 2 survey on changes in lifestyle consciousness and behavior under the impact of COVID-19," Cabinet Office
Source: Data on the campsite search/reservation site "Nap"

The case of Workation [Goto City, Nagasaki Prefecture]

Increased unit price of consumption for nature experiences< Sponsored by Goto City: Island-living workation in Goto (GWC2021)>••

In collaboration with local governments, established the system to enter
nursery and realized trial enrollment in elementary schools. In addition, it ispossible to pay a part of the workation cost through “Furusato nozei” (thehometown tax donation program).
Satisfaction is improved through child-minding services and opportunities forinteraction between local people and workation customers.

<Bonfire and camping on the lake shore>••< Drive-in theater >In response to growing needs due to the spread of COVID-19, high unit
prices are realized at campsites on the shores of Lake Biwa throughfacilities where visitors can relax and enjoy a bonfire on the shore of thelake and the development of content such as water activities.
In winter, which is usually the off-season, drive-in theaters which has anadvantage to avoid the three Cs were run for the first time.

18

[Part II] Changes in Tourism Trends (3)○ “Stay-type” tourism, where visitors can stay in one area and enjoy the culture and lifestyle instead of going sightseeing to famous sightseeing spots, is a
travel style that allows visitors to avoid the three Cs. For example, at an inn in Minami Uonuma City, Niigata Prefecture, utilizes simple resources in local
life as a selling point.
○ “Decentralized travel” that distributes time and place to travel is promoted in collaboration with travel agencies and transportation companies as a new
travel style that reduces the risk of infection in the "With Corona" era.
○ The destinations for school excursions have been changed to places nearby, such as within the prefecture, and new contents created for school excursions.
○ Because it is difficult to visit in real life, online tours are also becoming popular. In addition to increase motivation to visit, this contributes to promotion of
local products.

Stay-type tourism< Rice field lunches >••School excursions< Earthen floor cooking >< Listening to an explanation at Kaiten Shrine >Throughout the year, the Ryokan "Ryugon" in Minami Uonuma City, Niigata Prefecture
provides contents that allow visitors to experience the simple nature, culture andlifestyle in the area.
It offers various ways of spending time there, such as “lunches in rice fields”, “snowpicnics” and “earth floor cooking”. The inn as also improved the unit consumption price.

••

In Hiji Town, Oita Prefecture, the Human Torpedo Kaiten Training Base accepted school
excursions for the first time.
An elementary school in Onomichi City, Hiroshima Prefecture planned a local fisherman
experience. This includes experiencing fixed shore net fishing and learning about marine
plastic problems.

OnlineDecentralized travel•••< Harvesting experience on a boat >Implementation of a travel promotion campaign in which the public and private sectors
work together to disperse the number of people, timing, time slots, and places.
Travel and transportation companies are also developing products that promote to trip weekday.
Under the spread of COVID-19, from the viewpoint of preventing infection, etc., there is anincreased preference for traveling alone.
(Figure II-41) Internet survey
70 (%)

Who do you mainly want to travel with?
62.0

60

47.0

50

47.3

< Shooting of online tour >

37.4

40

< Tuna fillets that reach the participants >

29.6

30

•

20
10

1.8

0
Other

Travelingwith child

Travelingwith family
memberTravelingwithspouse/partnerTravelingwithfriends

Traveling
alone

n=626

Source: From an Internet reader survey on the theme of travel media "Kotorippu"
and "New travel style" (Survey period: December 8 to 22, 2020)

Online tour to enjoy raw tuna by Nachikatsuura town. Blocks of raw tuna and locally
produced soy sauce and salt are delivered to the participants in advance, and then experts willteach the characteristics of Katsuura tuna and how to cut delicious sashimi via a PC, etc.

19

[Part II] Changes in Tourism Trends (4)○ As for travel intentions after the containment of COVID-19, there has been an increasing proportion of respondents who
selected “I want to travel more than ever” since July 2020.Young people in their 10s, 20s, and 30s tend to have a strong
desire to travel.
○ Intentions for future domestic travel tend to put emphasis on avoiding to catch COVID-19 , such as "off-season“, "nearby“,"non-crowded tourist spots“, and "use of private cars“.
(Figure II-46) Travel intentions after the containment of COVID-19(By age group)(Time series)
0%

20%

2020
May survey

15.1

July survey

14.5

40%

60%

51.0

80%
5.9 3.4

12.1

100%
12.6

0%
Overall

50.1

8.7 3.2

11.3

12.2

2021
January survey

18.6

50.6

22.0

6.0 2.7 10.8

47.4

4.8 3.1

11.4

11.4

11.3

I want to travel as much as before

I don't want to travel like I used to

60%
47.4

43.6

20s

80%
4.8 3.1

11.3

5.21.2 10.3

8.8

4.02.0 8.3

7.6

4.32.6 10.6

8.7

43.2

22.8

51.0

100%

11.4

30.7

34.8

40s

18.6

50s

16.5

60s

19.8

47.3

5.5 3.3

11.5

12.5

70s

16.3

51.0

7.2 3.9 10.0

11.6

48.1

4.3 3.3

46.8

Source: "Travel fact-finding survey (May, June and Oct 2020, Jan 2021)," JTBF

I want to travel more than ever

40%

22.0

10s

30s
October survey

20%

4.3 3.8

13.3
13.5

12.4
15.1

Source: "Travel fact-finding survey (Jan 2021)," JTBF

I don't want to travel at all

I didn't travel much before the COVID pandemic

I don't know

(Figure II-47) Thoughts on future domestic travel
0%

10%

20%

30%

40%

I want to travel in the off-season when there are few tourists

31%

I want to do more trips to nearby areas30%

I want to go to tourist spots that are not crowded with
tourists30%

I want to travel more by private car

50%

26%

ｎ＝761

Source: "Survey of opinion leaders' intentions in the domestic travel market (December 2020)," JTBF

20

[Part II] Changes in Tourism Trends (5)○ According to the latest outlook by the United Nations World Tourism Organization (UNWTO) on international tourism in 2021, the number of international tourists is expected
to recover due to the rollout of vaccines, etc.
○ According to the International Air Transport Association (IATA), worldwide air passenger transportation is expected to recover by 52% and 88% in 2021 and 2022
respectively compared to 2019.
○ Of the 217 countries/regions in the world, 32% (69 countries/regions) have put in place a complete border closure, while 34% (70 countries/regions) require presentationof PCR test results, etc. as a condition of entry. Meanwhile, 2% (5 countries/regions) have lifted all restrictions on movement due to COVID-19.
○ Japan is highly regarded as an overseas travel destination which they want to go for the post-COVID era, particularly in terms of expectations for the cleanliness of Japan.

(Figure II-48) Forecast of the number of international tourists(Figure II-52) Next country/region where you want to travel abroad
Japan
South Korea

22％

Australia

16％

New Zealand

16％

Taiwan17％

Singapore

15％

Switzerland

12％

United Kingdom(Figure II-49) Forecast of World Air Passenger Transport

Hong Kong

23％
21％
21％

19％

19％
14％
17％
12％
16％
11％
15％
11％
14％
11％

United States
Source: UNWTO

27％

24％

15％

Thailand

57％

46％

32％

CanadaMainland China
0%

10%

20%

30%

Second survey (n = 5,692)

40%

50%

60%

70%

1st survey (n = 5,662)

Source: Prepared from the "Survey on the Intentions of Foreign Travelers to Japan from Asia and western countries(Special Survey on the Impact of COVID-19) (Jun, Dec 2020)," DBJ and JTBF

(Figure II-53) What is expected for travel to Japan in general in the post-COVID era
Hygiene considerations,and continuation of anti-virus
measures in general, such as
cleanliness, disinfection, etc.
Expansion of reasonable
Japanese restaurants

Source: IATA

(Figure II-50) Status of global immigration regulations* Percentage of countries/regions in each region
Worldwide
AfricaExpansion of reasonableaccommodation facilities
Enrichment and brushing up of thetypes and quality of culturalexperience activities

North America /South America
Asia PacificImprovement of English/multilingual
guidance and displayed information
at tourist destinations, restaurants,
accommodation facilities, etc.

Europe

27%
20%
18%

38%

31%

27%

24%
26%
22%
18%

Middle East
Asia as a whole (n = 2,151)
アジア居住者（n=2,151）

Full border closure
Source: UNWTO

Partial border closure

Inspection/quarantine

Lifting of travel restrictions
due to COVID

Western countries as a whole (n = 433)
欧米豪居住者（n=433）

21

Source: "Intention Survey of Foreign Travelers to Japan from Asia and western countries (June 2020)(2020 COVID Impact Special Survey)," DBJ and JTBF[Part II] Characteristics and Issues of facing Tourism in Japan (1)○ One of the characteristics of domestic travel in Japan is the small number of nights stayed and the bias in monthly travel
spending.
○ Labor productivity (value added per employee) of the accommodation industry is low compared to the average for allindustries.
○ Ordinary profit margin on sales in the accommodation industry turned negative in the Jan – Mar 2020 period and later
due to a decline resulting from COVID-19.
(Figure II-58) Number of nights at the travel destination (2019)
4 nights
3 nights 3.7%

5 nights
or more

12.1%

4.4%

1 night
2 nights

50.7%

29.2%

(Figure II-59) Monthly travel consumption in Japan (2019)(trillion yen)
4.0
Trips to Japan by foreigners
3.5
Japanese travel total
3.0
2.3
2.2
2.5
1.9
0.4
1.7
2.0
0.4
0.4
1.5
0.4
1.0
1.9
1.8
1.5
1.3
0.5
0.0

Source: "Annual Travel Report 2020," JTBF

(Figure II-60) Labor productivity by industry (value added per employee)(2019)(10,000 yen)
900
800

812
715

700

557

600
500

498

428

400

409
300

300

0.5
3.2

2.6

1.8

2.1

1.8

2.1

2.2

2.1

0.4

0.4

0.4

1.7

1.8

1.8

100%

50%
988

816

1265

756
169

6.6% 10.8% 9.3%

725

797

681

4.8% 4.5% 5.6% 3.2% 1.0% 3.7% 3.9% 3.4%0Lifestyle-related
services

Food and beverages
services

Accommodation

Services (aggregate)

Retail businessLand transportation

Non-manufacturing

Manufacturing

All industries(Excluding financial
insurance business)

Source: Ministry of Finance Corporate Enterprise Statistics Survey

0.3

2356 2295
1502-1,000

2.4

2.2
2.3

Ordinary income (end of the current fiscal year) [100 million yen]

1,000

100

0.4

Ordinary profit margin on sales (end of the current fiscal year) [%]

3,000

200

0.4

(Figure II-64) Trend in ordinary income and ordinary
income margin in the accommodation industry

5,000

634

3.0

Source: Japan Tourism Agency "Travel and Tourism Consumption Trend Survey," "Foreign Visitors to Japan Consumption Trend Survey,"
Japan National Tourism Organization "Number of Foreign Visitors to Japan / Number of Japanese Departing Japan"(100 million yen)
687

3.6

-12.0%-1563-14.0%

-1.1%
0%
-112

-1163
-50%

-3,000-5,000-3800 -96.3%
2017 Jul-Sep Oct-Dec 2018 Apr-Jun Jul-Sep Oct-Dec 2019 Apr-Jun Jul-Sep Oct-Dec 2020 Apr-Jun Jul-Sep Oct-Dec
Apr-JunJan-MarJan-MarJan-Mar

Source: Ministry of Finance Corporate Enterprise Statistics Survey

-100%

22

[Part II] Characteristics and Issues of Facing Tourism in Japan (2)○ Annual wages for workers in the accommodation industry are low compared to the average of all industries.
○ The number of workers in the accommodation industry increased in 2019, however the number declined in 2020.
○ The ratio of non-regular workers to regular workers in the accommodation industry is higher than the average of allindustries.
○ The accession rate and turnover rate in the accommodation industry and restaurant service industry are high comparedto other industries.
(10,000 yen)

(Figure II-70) Regular / non-regular ratio by industry (2020)(Figure II-66) Trend in annual wages by industry

100%

600
500

497 501 487

25.3%

510 508 492

80%

53.8%

376 380 359

356 361 362

400

60%

300

79.8%

40%

200

74.7%
62.9%
46.2%

20%

100

20.2%

0

0%

Industrial total

Manufacturing
2018

Accommodation
2019
2020

Restaurant(Figure II-68) Trend in the number of employees in the accommodation industry(10,000 people)
70

Manufacturing
RegularAccommodation
Non-regular

Restaurant(Figure II-72) Accession rate and turnover rate by industry (2019)

(%)
40.0

36.3
33.6

65

63
59

60
55

All industries

Source: "Labor Force Survey," Ministry of Internal Affairs and Communications

Source: "Basic Statistical Survey on Wage Structure," Ministry of Health, Labor and Welfare

55

37.1%

30.0

59

58
55

54

65

20.0

55

16.7

15.6
10.1

10.0

50
45

9.6

0.0
Total industries surveyed

40
2012

2013

2014

2015

2016

Source: "Labor Force Survey," Ministry of Internal Affairs and Communications

2017

2018

2019

2020

Manufacturing

Employment rate

TurnoverSource: "Employment Trend Survey," Ministry of Health, Labor and Welfare

Accommodation,
food services

23

[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (1)○The business environment is changing from conventional group customers to individual travel-oriented, and it is needed to change the management
burden associated with capital investment in large-scale facilities and management that captures customer needs.
○It is necessary to strengthen the nature of the tourism industry in order to improve profitability that has deteriorated due to COVID-19.
○Improvement of the stay environment by renovating the accommodation facilities, improving management, area regeneration of tourist spots(removing abandoned buildings, separation of overnight meals, etc.), diversification of revenue, etc are supported.

Renovation of accommodation facilities, etc.

Area regeneration of tourist spots<Improvement of the inn's stay environment>
Renovations that contribute to improving thequality of the inn's stay environment(realization of spacious space, renewal of
the open-air baths, etc.) are supported.

<Removing abandoned buildings>
The removals of abandoned buildings
and inns that spoil the attractivenessof hot spring towns are supported.
At Kawayu Onsen (Hokkaido), theabandoned inn was removed, and useof the site is considered.

<Improvement of management>
It is often effective to outsource
management to an operator who has
operational know-how.
Onkochishin Inc. took over the operationof the facility without a successor, and theoriginal signboard and employment weremaintained, and experience activities
were developed in collaboration with thecommunity.

Kairi Murakami(Iki City, Nagasaki
Prefecture)<Separation of overnight meals>
The separation of overnight meals incooperation with restaurants so that
long-stay visitors can enjoy various
dishes is promoted.
In Atami, restaurants are open on a
trial basis in the morning and evening.
Developed a menu using local
ingredients.
Have a meal while
listening to an
explanation from fish
market staff

Diversification of revenue<Accommodation facilities>
Experience-based content (simple nature,
culture, lifestyle, etc.) to guests isprovided and unit consumption prices are
improved.
In addition to setting up a tour desk in the
hotel, an online content reservation site isbuilt.

<Travel industry>Some businesses are engaged incommunity-based tourism, such as
refining fields that can demonstrate theadded value unique to the travel industry,including services from the perspective ofpeople with disabilities, supporting
destination management, andimplementing activity projects.

24[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (2)○ In various situations such as business management, customer service, mobility, content, marketing,promotion, etc., the introduction of IT and DX makes it possible to realize labor saving and new businessdevelopment, etc., and improve profitability and convenience for travelers.
Management improvement••

The analog aspect remains, such as paper-based
customer management, face-to-face / telephonecustomer support, and orders by fax.
Labor saving and management innovation are
made possible by introducing the system.
(Figure II-73) Software cost per employee•

Cutting-edge technologies such as AR and VR
also contribute to increasing the added value ofcontent.
[Improving experience value by utilizing AR and VR]•(Yen)
350,000•

300,000

Tourism area development

Tourism content

250,000

In Bungotakada City, Oita Prefecture, there is"Tennenji Mumyo Bridge" which is prohibited frombeing entered except by monks, because it isdangerous.
Users can experience the view from the bridge intraining experience content of VR.

••

By analyzing location information and purchasing
information, it is possible to develop desirable
sightseeing routes and products.
It is possible to carry out digital marketing andpromote efficient promotion while verifying theeffect by data analysis.

[Digital marketing]• It is possible to develop new travel products and avoid
crowds by customer management and grasping the timeand place of stay, to increase the repeat rate by analyzing
tourist attributes, purchase data, location information, etc.

200,000
150,000
100,000
50,0000

All industries Manufacturing Retail business Accommodation Food services(Excluding financial
insurance business)

Source: Ministry of Finance: "Financial Statements Statistics of Corporations by Industry(2019)"[Business management by introducing the system]• Instead of abolishing reservations and sales
management by traditional fax and paper, a system
to improve operational efficiency is built and realtime management of business conditions isrealized.

Tennenji Temple
Mumyo Bridge•

VR Experience crossing the Mumyo
Bridge with a monk who utilizes VR

In the future, if research and development of technologythat reproduces force and skin sensations progresses,
there is a possibility that tourism content that allows
people to experience snowy mountains and craters thatare normally inaccessible to humans will be realized by
wearing special suits.

Image of exclusive suit
Source: Ryokan Jinya

Source: Prepared by the Japan Tourism Agency
from the Visit Hachinohe Foundation website[Congestion prediction using
location information]• Utilizing location information,congestion prediction andproposals for alternative routes
are carried out.

Image of Kyoto sightseeing
comfort map
Source: Kyoto City Public
Relations Source[Digitization of information signs
and signboards]• It is possible to attract customers
by transmitting information suchas transportation and contents atthe destination in conjunction
Source: AnyMind, All Nippon
with departure and arrival flights. Airways Trading Co., Ltd.

25

Japan Airport Terminal Co., Ltd.

[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (3)○ With the spread of COVID-19 infections, it is natural to prevention of the spread of COVID-19 in tourist areas. In
addition, it is important to create new tourism content based on changes in demand. The Japan Tourism Agency
supports the region working on the creation of the new experience content, etc.
Hachijojima (Tokyo)
The acquisition of high-valueadded individual trips thatavoid crowds, to shift awayfrom reliance on group-type
cheap tours is promoted.
To provide a satisfying programfor cycling and yoga enthusiasts,
a professional lecturer isinvited from the metropolitan
area for the acquisition ofadvanced lecture skills andimplementation of instructor
training.

Minami Uonuma(Niigata Prefecture)
Minami Uonuma City is taking
advantage of the early morning
hours when it is less crowded tooffer an "Unkai" tour, which had
previously been run by volunteers,
combining an eating experienceof Koshihikari rice balls from
Uonuma for a fee.

Urabandai(Fukushima Prefecture)
In promoting cultural tourism,
regional integrated efforts by using
cultural facilities such as museums,
art galleries, temples and shrines as“cultural tourism base facilities” aresupported.
The Morohashi Museum of Modern
Art is carrying out efforts such as
creating content that combines
illumination and talk shows in which
experts explain works, andproducing a special feeling by
exhibiting Dali's collection atnight, etc.

< Sea of clouds seen fromthe top of the mountain ><The tour ><Eating rice balls made from rice grownlocally at the top of the mountain><Illumination of Morohashi
Museum of Modern Art>

26

[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (4)○ Destination Management/Marketing Organizations (DMO) implements measures against COVID-19 (formulation ofguidelines / certification system) and landing maintenance (improvement of acceptance environment, enhancement ofcontents, etc.) with an eye on after containment of COVID-19.
Kyoto City Tourism Association

Kanazawa City Tourism Association

Yatsugatake Tourism Management

•

•

•

Created an infection prevention
handbook, and explained the contents
at a workshop and distributed it.

•

Conducted guided tours that involvea light ride on an e-bike on the
Yatsugatake course, which is rich innature, with the measures to prevent
infections, climbing up to a height of
1,450 m.

Created countermeasure guidelines
with 23 industry groups engaged in
tourism. "Visualize" infectious disease
countermeasures by distributing
stickers to 20,000 supporting storesand facilities.

•

Conducted online training forbusinesses.

•

Offered online experiential content thatallows users to feel Kyoto at homeeven during the period of refraining
from going out.

Guideline promotion anddeclaration businessstickerVideo introducing
zazen experience thatusers can do at home•

Organizations and businesses involved
in tourism collaborated to create andannounce efforts to realize tourism that
harmonizes safety and security with
Kanazawa-like hospitality.
Implemented high-value-added smallgroup private tour (from 330,000 yen
per group) for travelers who areinterested in Kanazawa's traditional
crafts.

Ohiyaki Ware, a
traditional craft ofKanazawa

Ohi Museum withspecial tour
information

Infection control
workshop

Cycling at the footof Mt. Yatsugatake27

[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (5)○ The Japan Tourism Agency has issued the "Japan Sustainable Tourism Standard for Destinations (JSTS-D)" so that eachregion can realize sustainable tourism from a long-term perspective while promoting consensus building among
various stakeholders. JSTS-D is officially recognized by the Global Sustainable Tourism Council (GSTC) as anindex based on GSTS-D, an international standard.
○ Supported the five districts (Niseko Town, Hokkaido, Miura Peninsula Tourism Liaison Council (Kamakura City,
Zushi City, Yokosuka City, Miura City, Hayama Town), Shirakawa Village, Gifu Prefecture, Kyoto City, Kyoto
Prefecture, Okinawa Prefecture) where this index was introduced in 2020. As a result, all 5 districts were selected
for the "2020 Sustainable Top 100 Destinations" announced by an international organization.

Examples of efforts in model project

Niseko Town, Hokkaido
According to a resident survey, approx. 50% of residents
think favorably of tourists, due to price increases, landscapedestruction due to garbage, and reduction in nature due todevelopment, etc.
Created and distributed a leaflet that informs residentsof the business's efforts toward "sustainable tourism."

Miura Peninsula Tourism Liaison Council
Tourist etiquette and congestion are issues.
The measure that Enoden residents had priority
boarding, etc. are carried out.
As a measure against garbage for bathers on the beach,
investigated and examined the installation of paid trashcans and the validity of the amount.

Efforts that tourist
operators in the
town are doing withusers
Efforts in model project28

[Part III] Measures taken in FY2020 / [Part IV] Measures to be taken in FY2021
Support for business continuity andemployment maintenance
Financing assistance and utilization of
employment adjustment subsidies, etc.
[Accommodation business] (As of the end of April 3, 2021)○ Utilization status offinancing assistance2 Facilities（４％）

45 Facilities（96％）(Responses: 47 Facilities)○ Utilization status of employment
adjustment subsidy

3 Facilities
3 Facilities （７％）（７％）

Benefited
Applied (Unpaid)

Prevention of the spread of COVID-19

Stimulate domestic demand- Thorough implementation of industryspecific guidelines and support for
introducing prevention of the spread of
COVID-19- Making travelers aware of travel etiquette- GoTo Travel campaign, regional tourism
business support- Promotion of decentralized travel, promotionof workations, etc.

41 Facilities（87％）

Under consideration for use
No plans to use(Responses: 47 Facilities)

Improving the profitability of tourism
and tourist destinations- Renovation of facilities such as inns,
restaurants, souvenir shops, etc., removing
abandoned buildings- New business development, raising
management power and introducing DX- Introducing private sector vitality to tourist
facilities owned by local governments

Full utilization of local tourism resources- Content creation/distribution incollaboration with the tourism industry in
the region and different industries, andarea utilization of existing resources such
as Japanese Traditional houses- Improving the stay environment in nationalparks- Cultural tourism, etc.

Improvement of the acceptance environment
Gradual revival of inbound tourism- Promote multilingual support in tourist spots,
free Wi-Fi, etc.
- Implement small-scale package tours for
inbound tourism

Demonstration project image
Managed small-scale distributed package tour while thoroughly
implementing infection prevention measures- Acquisition of pre-departure
inspection certificate- Contact confirmation app
downloads, etc.

Suitable for post-COVID avoidancePriority selection of sightseeing menu

- Before leaving
Japan PCR test

29