Efforts to Promote a Tourism-Oriented Nation
Japan Tourism Agency
November, 2009

Value of a Tourism-Oriented Nation
1. Promoting international tourism is to enhance the nation’s soft powerzzz

Building healthy relationships with foreign countries is a task of the country.
Grass-root exchanges through international tourism complement and enhance diplomatic relations between nations aswell as making a big contribution to the national security.
Visitors from China and Korea to Japan greatly increased.
・ Yearly visitors: 1 million from China and 2,38 million from Korea (accounting for 40% of visitors in 2007)

2. Tourism is the trump card to stimulate economy in days of a declining birthrate and aging populationz

Tourism promotion is effective in expanding the number of people interacting and creating demand and thus revitalizing
economy in the society with a declining birthrate and aging populationz

Domestic travel spending is ¥23.5 trillion. Its ripple effects on production is ¥53.1 trillion and result in 4.41 million jobs,
6.9% of the total workforce, created in 2007.

z

Visitors to Japan are one significant group of consumers. (The consumption by travelers to Japan in 2007: ¥1.5 trillion)

3. Revitalize regional communities through expansion of the number of people interactingzzLocal regions require new approaches to regional development measures. The expansion of the number of peopleinteracting is a trigger device to revitalize the regional economy.
Building unique communities capable of attracting more visitors fosters the spirit of self-control and autonomy in thosecommunities.

4. Improve the quality of lives of people by promoting a tourism-oriented nationzz

Baby boomers are retiring and searching for something to live for. Increased exchanges through tourism helps improve
the quality of their lives including mental activities.
Promoting a tourism-oriented nation is a process of re-realizing Japan’s historical and cultural values and leads toreinvigoration of the appeal of Japan.

- Revitalization of Japanthrough the expansion of the number of people interacting through tourism --1-

Recent Moves on Tourism Measures
2003

31, Jan Then Prime Minister Koizumi said in his policy speech to “double the number of overseas visitors to Japan
to 10 million by 2010.”
1, Apr The Visit Japan Campaign launched
24, Apr The Japan Tourism Advisory Council compiled a report.
21, May The first meeting of the Council of Related Ministers for the Realization of Japan As a Country Built on
Tourism was held. (members: entire cabinet)
22, Sep The minister of Land, Infrastructure, Transport and Tourism was appointed as minister in charge of tourism.
29, Sep Then Prime Minister Abe declared in his policy speech to "increase the number of major international
2006
conferences by over 50% in the next five years and make Japan one of the major conference-hosting
countries in Asia.”
13, Dec The Tourism Nation Promotion Act was unanimously passed as a member bill.
2007
2008

29, Jun The Tourism Nation Promotion Basic Plan was approved at a cabinet meeting.
18, Jan Then Prime Minister Fukuda said in his policy speech, “Promoting tourism is the key to local vitalization andwe will establish Japan Tourism Agency to strengthen the measures such as vigorously sending out
information on regional culture and natural beauty and attracting more overseas and domestic visitors.”

25, Apr “The law for partial revisions of the laws to establish the Ministry of Land, Infrastructure, Transportation andTourism” regarding to the establishment of the Japan Tourism Agency was passed.
16, May “The law for developing tourism zones to drive the visits and stays by tourists” was passed.
29, Sep Then Prime Minister Aso said that one of the roles of the Japan Tourism Agency established as of 1,
October is to vitalize local economy through tourism.
1, Oct The Japan Tourism Agency established.
2, Oct Then Prime Minister Aso made a mention at an Upper House assembly that the old objective of thegovernment for 10 million visitors by 2010 is expanded to double the current level to 20 million by 2020 andthe public and private sectors work together to build attractive tourist destinations to solicit overseas visitors.
13, Mar Tourism Nation Promotion Strategic Council compiled a report “Realization of 20 million overseas visitors.”
2009 23, Jun The 2009 Basic Economic Policy was approved at a cabinet meeting. It includes mentions of “Realization ofa world-class tourism nation (20 million overseas visitors by 2020)” and “Promotion of staggered holidays.”-2-

Outline of Tourism Nation Promotion Act
Tourism
TourismBasic
BasicActActwaswasrevised
revisedthoroughly
thoroughlyinin1963.
1963.
The
new
act
was
enactedonDecember
13,
2006
The new act was enacted on December 13, 2006andandcamecameinto
intoeffecteffecton
onJanuary
January1,
1,2007.
2007.
Title
The title was revised from “Tourism Basic Act” to “Tourism
Nation Promotion Act” with the view of the positioning of a
tourism nation as a national strategy and the law aiming topromote measures to realize its targets.

Preamble
Establishing a tourism nation is positioned as “a key task
essential for economic development of the nation in the
21C” in view of of a declining birthrate and aging populationand full-fledged development of international exchanges.

Objective
To promote comprehensive and systematic measures forestablishment of a tourism nation and thus to contribute to
the economic development, lifestyle stability andenhancement of global mutual understanding.

Fundamental Principles
The following are established for realizing a tourism nation;
1. the importance of being aware of “making a nation agood place to live and a good place to visit” in order toenrich the life of the people.
2. the importance of promoting people’s sightseeing trips.
3. the importance of having global points of view.
4. the importance of securing coordination among
concerned parties.

Concerned Parties’ Responsibilities
1. Central Government
Draw up and implement comprehensive
measures to realize a tourism nation.
2. Local governments
Draw up and implement measure taking
advantage of regional characteristics andpursue broad-based cooperation.
3. People
Grasp the importance of promoting a tourism
nation and assume a positive role ofdeveloping attractive tourist sites.
4. Tourism industry make efforts to realize atourism nation.
Drawing up “National Tourism Promotion Plan”
1. Basic policy to realize a tourism nation
2. Targets to realize a tourism nation
3. Measures for the government to implement
comprehensive and systematic measures
4. Draw up a tourism nation promotion basic plan
which includes all necessary issues to be approvedby a cabinet meeting. (The minister of MLIT is incharge)-3-Outline of Tourism Nation Promotion Basic Plan
Tourism Nation Promotion Act
enacted in December, 2006

Based on the Article 10 of the Tourism Basic Act, the Tourism Nation Promotion Basic Plan
was drawn up to promote measures in a comprehensive and systematic manner in order torealize a tourism nation. (Approved at a June, 2007 cabinet meeting)

Basic Policy◆ Expand domestic travels of the Japanese and international visitors to Japan anddevelop Japanese tourists’ overseas travels, and others

Goals

Basic goals during the planned period- International visitors to Japan
10 million by 2010 but target at the same numberof overseas travelers from Japan in the future- Overseas travelers from Japan
20 million by 2010

- Domestic travel spending¥30 trillion by 2010¥29.7 trillion※¥24.4 trillion¥2.2 trillion

expansion of leisure time

¥1.1 trillion

Effect of Baby Boomers¥2.5 trillion

International Visitors to Japan¥1.6 trillion

CAGR 8.1% required

CAGR 3.3% required
Japanese Travel Spending¥28･8 trillion

2006
2006

2010
2010

2006

- Duration of domestic travels by Japanese
4 nights per year by 2010

※

2006

nigh
ts

nigh
ts

2010

2010

- International conferences in Japan
More than 50% increase by 2011¥23.9 trillion

2005

2010

Source:2007
White Paper on
Tourism＊Previous figure(Revised to ¥23.9 trillion)

Duration

5 years

Measures

Describe concrete measuresto achieve the goals

CAGR 7.0% required＊Tentative figure(Fixed at 2.72 nights)

Other
2005

2011

Conduct annual inspections
and review in about 3 years
and others-4-Number of International Visitors to Japan
1,000(10K persons)

900
800
700
600

Visit Japan
Campaign
launched

500
834.7

400
613.8

300

672.8

835.1

733.4
Jan thru Jul
total 3,728K- 27.8% from
2008

521.2

200
100
0
2003年
2003

2004年
2004

2005年
2005

2006年
2006

2007年
2007

2008年
2008

63.3

JUL -23.3％

42.5
48.6

JUN -37.7％
MAY -34.0％

62.7

APR -19.7％

56.9

MAR -22.2％

40.9

FEB -41.3％

58.1

JAN -18.4％

2009年
2009

Note: Estimates for June, 2009 and beyond-5-International Visitors to Japan by Region and Country

UK
210K（2.5%）【-6.9%】

Germany
130K（1.5%）【0.8%】

Canada
170K（2.0%）【1.4%】

Singapore
170K（2.0%）【10.6%】

France150K（1.8%）【7.1%】

Australia
24oK（2.9%）【8.8%】
Other
Europeancountries
410K（4.9%）【3.5%】
Europe890K（3.3%）【7.0%】

Korea
2,380K（28.5%）【-8.4%】（10.6%）【1.0%】

USA
770K（9.2%）【-5.8%】

North
America
970K（11.6%）【-4.9%】

Other Asian
countries
470K（5.6%）【4.5%】

Thailand190K（2.3%）【14.6%】

Oceania280K（２００８）

Hong Kong
550K（6.6%）【27.3%】

Total
8,350K
visitors

Asia
6,150K（73.7%）【0.4%】

Taiwan1,390K（16.6%）【0.4%】
China
1,000K（12.0%）【6.2%】

Black Box: Priority Markets（FY2003 -）Blue Box:Priority Markets（FY2004 - ）Red Box: Priority Markets（FY2005 -）2008 priority markets total:
7.34 million visitors (87.9%)（ ）: Percentage of total number of visitors【 】: Year-to-year growth-6-

Overseas Travelers from Japan○The number of overseas travelers from Japan was steadily growing until 2000. Then, negative factors such as 9/11 in2001 and the SARS scare in 2003 occurred in a raw, and the number of the visitors to Japan made a record drop.
○There was a sign of recovery in 2004 and in 2006 the number rebounded to 17,295 thousand persons. However,there was a decrease in 2007 and 2008.

Record High(K persons)

20,000 17,819
15,00013,296

16,831 17,404 17,535 17,295 15,987【Y-to-Y -7.6% 】

January - July

8,479

【Y-to-Y –8.2%】

10,0005,000

8,479K
Iraq war and
SARS scare0
2000年 2003年 2004年 2005年 2006年 2007年 2008年 2009年
Source: an MLIT material based on Justice Ministry data

-7-

Domestic Travel Spending (2007)¥23.5
trillion
２３．５兆円International visitors to Japan
訪日外国人旅行
Overseas trips海外旅行
by Japanese 1.5兆円¥1.5 trillion(spending within
Japan)（国内分）（6.3%）¥1.8 trillion
1.8兆円（7.6%）
Overnight Trips
宿泊旅行¥15.3 trillion
15.3兆円（65.1%）

Day
trips
日帰り旅行
¥4.9
trillion
4.9兆円（21.1%）

Contribution to economy (economic effects)

Inducement to Production¥53.1 trillion

Inducement to Added Value ¥28.5 trillion… 5.6% of domestic production in the interindustry table… 5.5% of nominal GDP

Inducement to Employment 4.41 million jobs …6.9% of workforce
Source: MLIT “2007 Research on the Economic Effects of the Travel and Tourism Industries”-8-Per Capita Trips and Nights of Domestic Overnight Trips in Japan

3
2.5
2

1.70

1.5
Number1of Nights
0.5
0

2.81

1.71

1.77

1.68

1.50

1.55
Tentative value
（暫定値）

2.78

2.89

2.72

2.42

2.00

2.44
Tentative
value
（暫定値）

1.50
1.00
Number

0.50

of Trips

0.00
2003
2004
2005
2006
2007
2008
平成１５年度
平成１６年度
平成１７年度
平成１８年度
平成１９年度
平成２０年度

宿泊数
Number of Nights
Number of Overnight Trips
宿泊観光旅行回数

Source: MLIT “Travel and Tourism Consumption Trend Survey”-9-International Conferences held in Japan- Increase the number of international conferences held in Japan by more than 50% by 2011: 168 in 2011 to 252 in 2011.
- Japan was ranked 5th with 448, a major gain from last year’s 18th place with 166 in line with the relaxed UIA standard.
The number would be 216 according to the criteria based on the target figures in Tourism Nation Promotion Basic Plan.
- Other Asian countries increased their numbers as well. Especially Singapore leaped ahead from the last year’s 10thplace with 298 to the 4th place with 466 conferences.

500
450
400
350
300
250
200
150
100
50
0

4th, Singapore
x 466 conferences

5th, Japanx 466
10th, Singapore
x 298

15th, Korea
x 268
14th, China
x 204

18th, Japan
x 166

2002

2003

2004

2005

16th, Korea
x 185

2006

17th, China
x 255
Japan
x 216
(old standard)

2007

-10-

Establishment of Japan Tourism Agency (October, 2008)
Realizing a tourism nation is a national task essential for developing Japan’s economic society- Tourism Nation Promotion Act enacted in December, 2006
- Tourism Nation Promotion Basic Plan approved at a cabinet meeting in June, 2007

Enhance global mutual understanding

Vitalize regional economy

This nation needs a framework for the public and private sectors working together to realize a tourism nation.

Japan Tourism Agency established at MLIT
to promote a tourism nation in a comprehensive and systematic manner
Japan Tourism Agency’s Role
- Support communities taking the initiative in developing attractive tourist sites- Support the efforts to enhance the tourism industry’s global competitiveness- Promote international tourism, e.g. boosting the number of overseas visitors to Japan- Improve the environment for promoting sightseeing trips

Effects of the establishment of Japan Tourism Agency- Enhanced capability to offer information overseas as a government representative- Reinforced all-nation approach under the leadership of the Japan Tourism Agency
commissioner eliminating sectionalism- Provision of a one-stop window for tourism related issues to regional people-11-Visit Japan Campaign Activities
Send out information on how attractive tourist sites in Japan are and conduct the
Visit Japan Campaign with the public and private sectors working together tosupport the effort to create appealing Japan tour products with an aim to increase
the number of visitors to Japan to 10 million by 2010.
UK

Priority Markets
12 countries/regions sending many
visitors to Japan

Korea

CanadaHong
Kong

Surveys conducted in emerging markets;
India, Russia and Malaysia(Initiated from 2009 surveys in the Philippines, Indonesia,
Italy, Spain, Vietnam, Mexico and GCC countries)

China

ThailandFranceImprove Recognition
Programs to offer information on theattractiveness of Japan’s tourism- Invite overseas media and support their coverage- Advertisements such as overseas TV commercials- Send out information through Web sites- Participate in overseas tourism expositions

Inviting Hong Kong media Japan-France Tourism Exchange Year(in Sendai in August, 2008) advertisement on bus (March, 2008)

Germany

Singapore

TaiwanUSA

Australia

Solicit Visitors
Support creation and sales of appealing
Japan tour products and expand youth
exchange programs- Invite oversea travel agencies to Japan and holdbusiness conferences- Insert joint advertisements of Japan tour products- Invite educational tours to Japan

Singapore educational tour
to Japan seminar (Aug., 2008)

Large-scale business conferences
Yokoso Japan Travelmart (Oct ‘08)
＊When the above programs are conducted with a local government/business, the government bears up to the half of the-12total expense. (Visit Japan Campaign Regional Coalition Program)

Considering mid- to long-term issues including setting goals of “20 million
International Visitors to Japan by 2020”
The Tourism Nation Promotion Strategic Council (Chairman Jiro Uchio, Chairman ofUshio, Inc.) recommended that The Japan Tourism Agency develop a medium- andlong-term tourism nation strategy in cooperation with ministries concerned,
especially one related to inbound tourism (a target of 20 million visitors by 2020).
After deliberations by its working group, the council compiled a report “Realizationof the age of 20 million overseas visitors to Japan.”
Visitors to Japan in the age of 20 million visitors- About 1 out of 6 overnight tourists are international visitors (1 out of 14 in 2007)- Ratio of international visitors’ spending to the total travel consumption
5.8% in 2006 to 16.3% in 2020
to exceed USA’s current 14.3% and to close in on UK’s 18.1% and Germany’s 17.0%◆Estimated are ¥4.3 trillion travel consumption by overseas visitors to Japan and390 thousand jobs created as a direct employment effectwhen the 20 million visitor target is realized.
※ 2006 travel consumption: ¥1.4 trillion

To look into an overseas promotion strategy aiming at 20 million visitors and a measure for acomprehensive improvement of a reception environment in terms of software and hardware areas-13-

Economic Effects in the age of 20 million Visitors
Overseas Visitors in 2020

All Economic Effects on Japan
Overseas Visitors
20 million(8.35 million in 2008)

Travel Consumption¥4.3 trillion

Oceaniaオセアニア
3%
North America
北米
9%

2%

Africa
アフリカ
1%

韓国
Korea
(4 million)
19% 【400万人】

Europe欧州(2.38 million in 2008)11%

台湾
Taiwan10% 【200万人】(2 million)(¥1.4 trillion in 2006)

Direct Employment Effect
390K jobs(120K in 2006)【20 million】

Latin
America
中南米

Othersinその他アジアAsia
16% 【330万人】(3.3 million)(1.38 million in 2008)

中国
China
(6 million)
29% 【600万人】(1.39 million in 2008)(1 million in 2008)

Asia: 76%

Economic Effects on Local Areas◆The ratio of overseas visitors visiting three major metropolitan areas
versus those visiting other local areas: 7 vs 3
◆If half of the planned 20 million overseas visitors visit local areas,that will have a further impact on local economy◆Overseas visitors visits to local areas would create¥1.6 trillion consumption, ¥2.0 trillion added value and 313 thousand jobs
-14-

Falling Population
Estimated Future Population by Zone

Decreasing Residential Population(provisional figures by MLIT Planning Bureau)

Changes in Total Population (Preliminary figures)Pop

135,000
13,50013,000130,000

Ａ：１２，６３０

２００５年

２０２０年

12,500125,000

Ａ：１２，１３０

Ａ：１０，８２０

Ｂ：１１，７６０

Ｂ：１０，０６０

2000年

Ａ：１２，７９０

Population in K persons

11,500115,000

Ｂ：１２，７７０

11,000110,000

Ｃ：１２，７７６

実績
Actual２０３０年
Ｂ：１２，４１０

LatestTrend Type

Ｄ：１２，７７６
Ｃ：１２，３２０

Ｃ：１１，６４０

Ｅ：１２，７５０
10,000100,000

２０５０年

9,500
95,000
高位推計 Ａ
9,000
90,000Greater
首都圏
Tokyo

Pop
人口

1,229

4,132

1,699

313

2,086

773

415

1,345 12,693

人口
Pop

1,207

4,237

1,722

311

2,089

768

409

1,335 12,776

from 2000（対2000年比）

-1.9%

2.5%

1.3%

-0.8%

0.2%

-0.7%

-1.6%

-0.7%

人口
Pop
op

1,170

4,300

1,710

300

2,070

750

400

1,310 12,700

from
2005
対2005年比

-2.7%

1.4%

-0.6%

-2.4%

-1.0%

-2.1%

-2.6%

-1.6%

人口
Pop

1,090

4,330

1,650

280

1,990

710

370

1,250 12,320

from
2005
対2005年比

-9.6%

2.1%

-4.1%

-8.9%

-4.9%

-8.1%

-9.7%

-6.2%

中部圏
Chubu

Hokuriku
北陸圏

近畿圏
Kinki

Chugoku
中国圏

四国圏 Kyushu
九州圏
Shikoku

Ｃ：９，９００

12,000120,000

10,500105,000

Nationwide
全国

東北圏
TohokuＤ：１２，２５０

Ｄ：１１，５００

Ｄ：９，５７０

中位推計 Ｂ

直近トレンド型(2000-2005（2000-2005
pure
純移動率
migration
rate固定型）
fixed
type)

2005年

2010年

2020年

0.7%

-0.6%

-3.6%

中位推計収束型 Ｃ
8,500
85,000

中間推計収束型 Ｄ

Ｅ：１２，１６０

Ｅ：１１，３３０

低位推計 Ｅ
8,000
80,000
2000

2005

2010

2015

2020

2025

Ｅ：９，２００

2030

2035

High-fertility-rate based estimationA
Medium fertility-rate based estimation B
Medium fertility-rate based estimation convergence typeC
Intermediate fertility-rate based estimation convergence type D
Low fertility-rate based estimation
E

2040

2045

2050

Note 1: “The Latest Trend Type” is a number count that is what the pure population migration rate among prefectures is fixed withthe latest (2000 - 2005) coefficient.
Note 2: The estimated population is matched to the total population estimated with the fertility rate which has an assumption thatthe deviation between the total fertility rate used for the medium-fertility-rate based estimation in the intermediate fertilityrate estimation convergence type (“Japan’s Future Population,” an estimate made in Jan. 2002 compiled by National
Institute of Population and Social Security Research Future ”) and the current statistic score converge until 2030.
Note 3: The unit used for the population figures except the actual numbers are in 100 thousand persons. Also, ratios are alculated
based on actual numbers.

Source: Prepared by MLIT National and Planning Bureau based on “Japan’s Future Population(estimate made in Jan. 2002)” compiled by National Institute of Population and Social Security Research.
Note 1: “The medium-fertility-rate based estimation convergence type” has an assumption that the deviation between the total fertility rate used for the medium-fertility-rate based estimation and the current statistic score converge until 2030.
Note 2: “The intermediate fertility-rate estimation convergence type” is an intermediate value between the medium-fertility-rate based estimation convergence type and low-fertility-rate based estimation convergence type.
And, “the low-fertility-rate based convergence type” has an assumption that the deviation between the total fertility rate used for the low-fertility-rate based estimation and the current statistic score converge until 2030.
Source of the above two materials:
National Land Development Council Planning Work Group

Falling population will accelerate especiallyin local areas
Decreasing local spending will lead toshrinking local economy

Fear of widening regional differences-15-

Why Need to Build “Tourism Zones”
Need to take concrete steps
based on the needs of tourists

Tourism Zone strategy- from scattered dots to linear alignment
and to a space -< service quality improvement andbranding at each zone >○ Lodging

1. Geographical Stretch- from hotels to towns

To make it happen- from towns to environs- Separation of board from bed, sending off tourists
from hotel to town through, e.g., expansion of local
consumption of local produce.
- Enhance the hospitality level in the lodging area
through, for example, the introduction of acommon hot spring coupon.

○ Tourism Resources

2. Temporal Stretch- Enrich the lineup of hands-on, learning, interacting
and dining activities (especially those during early- from daytrip to overnight trip
and evening hours).
Enhance coordination - morning
Put
brandson tourism-related products by focusing- from one overnight stay toamong the threefocusing on their genuineness, backgroundmultiple-night stay
information, differentiating factors and unique
1. Tourism industry
features.

- from seasonal to year-round

3. Interpersonal Stretch- from just a guest to a big fan(repeater)-from weekend residents tobi-regional residents

and otherindustries

2. Local businesses
and a local
government
3. One local area andanother○ Transportation and Transfer- Figure out way to transform the feeling of a burden(cost) of moving to that of a joy (benefit)- Enhance the ability to attract tourists by improving
access and make a transfer within a zone easy.

○ Guidance, Information Provision
and Marketing- Enhance sightseeing suggestions to meet theneeds and objectives of tourists.
- Improve marketing capability through improving
customer satisfaction and introducing a common
reservation system and membership program. -16-

Develop Tourism Zones to Extend Tourists’ Stay
Developing Tourism Zones
Leverage
Tourism
Resources

Enhance Tourism
Guidance andInformation Provision

Develop tourism-related
products leveraging
attractive tourism
resources- Introduce sightseeing
suggestions- Improve information signs

Enhance lineup ofHands-on, Interacting
and Dining Activities- Hold early-morning andevening events- Develop distinctive local
dishesCentral government’s major
support items to initiatives
coordinated between local areas○ Budgetary (aids to tourism zone
development project costs) and Fiscal
Investment and Loan steps

Support regional efforts to improve accommodations,
tourism resources, transportation and guidance information
provision⇒Boost regional efforts to develop a tourism zone good forspending 3 days and 2 nights comfortably and improve tourists’satisfaction level○ Coordination in the hardware side
Give consideration to the efforts to coordinate a tourism zone
development project with social capital improvement projects suchas improving landscape and information signs⇒Enhance the comprehensive attractiveness of the whole
tourism zone including items in the hardware side

Town DCity B
Provide Comfort
in Transfer

Tour- Introduce discountexcursion tickets- Plat trees on roadside

Ａ市

A Subsidy to support revitalizing rural area projects can be given
to exchange facility building projects in rural areas in a tourism
zone.
⇒Enhance the lineup of programs for tourists to enjoy their staysuch as hands-on and exchange activities in rural areas

Tour

Long-stay
Promotion
Area
Tour

Prepare Environmentfor Stroll- Develop paths for cozy
town stroll (coordinationin the hardware side) andprovide better guidance

Town C○ Exceptions to Vitalizing Rural Areas Act○ Exceptions to Travel Agency Law
Exceptional measures applied to travel agents such as hotel andryokan operators⇒Extend guests’ stay by making it possible for hotels and ryokan
to sell long-stay tour products to their guests

Support Initiatives basedon Tourists’ Needs
Enhance Farming and
Fishing Hands-on
Programs- Provide facilities for handson and exchange activities- Develop farming experience
programs

Effects

Improve the Appeal of Accommodations- Introduce separation ofboard from bed- Introduce common hot
spring coupons- Promote hotels’ efforts
to push local travel
products their guests

Build globally competitive, attractive tourist sites

Extend domestic and overseas tourists’ stay tomore than that of 3 days and two nights
Revitalization of regional economy-17-Tourism Zones (30 zones)
14 Tourism Zones
authorized in 2009(municipalities authorized)
16 Tourism Zones
authorized in 2008
(municipalities authorized)

Furano, Biei Wide-area Tourism Zone

(as of June 1, 2009)(Biei, Kami-Furano, Naka-Furano, Furano, MinamiFurano and Shimukappu in Hokkaido)

Shiretoko Tourism Zone
Sparkling Japan Sea ;Uetsu Tourism Zone

(Shari, Rausu, Shibetsu and Kiyosato in
Hokkaido)(Nikaho, Tsuruoka, Sakata, Tozawa, Mikawa, Shonai,
and Yusa in Akita; Murakami, Sekikawa andAwashimaura in Niigata)

Sapporo Wide-area Tourism Zone
(Sapporo, Ebetsu, Chitose, Eniwa, Kita-Hiroshima,
Ishikari, Tobetsu and Shinshinotsu in Hokkaido)

Aizu, Yonezawa Regional Tourism Zone
(Aizu-Wakamatsu, Kitakata, Shimogo and Minami-Aizu inFukushima;
Yonezawa in Yamagata) + Extended Zone (Inawashiro, Bandai,
Kita-Shiobara and Nishi-Aizu in Fukushima)

New Trips to Aomori; Towada Wide-are Tourism Zone
(Aomori, Hachinohe, Towada, Misawa, Shichinohe, Rokunohe,
Tohoku and Oirase in Aomori)

Snow Country Tourism Zone

(Uonuma, Minami-Uonuma, Yuzawa, Tokamachi andTsunan in Niigata; Minakami in Gunma; and Sakae in
Nagano)Date Wide-area Tourism Zone
(Sendai, Kesennuma, Tome, Osaki, Matsushima,
Rifu and Minami-Sanriku in Miyagi; Ichinoseki,
Oshu and Hiraizumi in Iwate)

Toyam, Kurobe Valley, Ecchu-Niikawa
Tourism Zone
(Uozu, Namekawa, Kurobe, Nyuuzen and Asahi inToyama)Tender and Natural Warmth; Fukushima
Tourism Zone
(Fukushima, Soma, Nihonmatsu and Date in
Fukushima)

Noto Peninsula Tourism Zone
(Nanao, Wajima, Suzu, Hakui, Shika, Hodatsu-Shimizu,
Naka-Noto, Anamizu and Noto in Ishikawa)aKyoto Prefecture, Tango Tourism Zone
(Maizuru, Miyazu, Kyo-Tango, Ine and Yosano in
Kyoto)

San’in Culture Tourism Zone
(Kurayoshi, Misasa, Yuruhama, Kotoura, Hokuei,
Yonago, Sakai-Minato, Hiezu, Daisen, Nanbu, Hoki,
Nichinan, Hino and Kofu in Tottori; Matsue, Izumo,
Yasugi, Unnan, Higashi-Izumo, Oku-Izumo, Iinan,
Hikawa and Ohta in Shimane) + Extended Zone (inAma, Nishinoshima, Chibu and Okinoshima in Shimane)Your Sky and Land; Mito, Hitachi Tourism Zone
(Mito, Hitachi, Hitachi-Ota, Takahagi, Kita-Ibaraki, Kasama, HitachiNaka, Hitachi-Omiya, Naka, Oarai, Shirosato, Tokai and Daigo in
Ibaragi)

Fukui, Sakai Wide-area Tourism Zone
(Fukui, Awara, Sakai and Eiheiji in Fukui)

Nikko Tourism Zone
Nikko in Tochigi (ex-Imaichi, ex-Nikko, ex-Fujiwara, exAshio and ex-Kuriyama)

Lake Biwa, Omi Path Tourism Zone
(Hikone, Nagahama, Higashi-Omi, Maibara, Azuchi,
Hino, Ryuoh, Aisho, Toyosato, Kora, Taga, Torahime,
Kohoku, Takatsuki, Kinomono, Yogo and Nishi-Asai in
Shiga)

Mt. Fuji, Fuji Five Lakes Tourism Zone
(Fuji-Yoshida, Nishi-Katsura, Yamanakako, Oshino, Fuji-Kawaguchikoand Narusawa in Yamanashi)

Minami-Boso Regional Tourism Zone
Hamanako Tourism Zone
(Hamamatsu, Kosai and Arai in
Shizuoka)

Awajishima Tourism Zone
(Sumono, Minami-Awaji and Awaji in Hyogo)

Healing and Refreshing Holy Land;
Kumano Tourism Zone

(Hiroshima, Hatsukaichi, Otake in Hiroshima;
Iwakuni and Waki in Yamaguchi)(Tanabe in Wakayama and Totsukawa in
Nara)

Shimanto, Ashizuri (Hata area)
Tourism Zone

Hirado, Sasebo, Saikai Tourism Zone
(Hirado, Sasabo, Saikai, Shikamachi and Emukae in
Nagasaki)(Shimabara, Unzen and MinamiShimabara in Nagasaki; Amakusa, KamiAmakusa and Reihoku in Kumamoto

Ise Shima Regional Tourism Zone
(Ise, Toba, Shima and Minami-Ise in Mie)

Hiroshima, Miyajima, Iwakuni Regional
Tourism Zone

Unzen, Amakusa Tourism Zone

(Tateyama, Kamogawa, Minami-Bozo and Kyonan
in Chiba

Nishi Awa Tourism Zone
(Miyoshi, Tsurugi and Higashi-Miyoshi in Tokushima(Shimanto, Sukumo, Tosa-Shimizu,
Kuroshio, Otsuki and Mihara in Kochi)Aso, Kujyu Tourism Zone
(Aso, Minami-Oguni, Oguni, Ubuyama, Takamori, Minami-Aso,
Nishihara and Yamato in Kumamoto; Takeda in Oita)

New Eastern Kyushu Tourism Zone
(Beppu, Yufu, Oita Usuki, Tsukumi and Saeki in
Oita; Nobeoka in Miyazaki)-18-