EV and PHV Town Symposium in Okinawa

February 7, 2014

Initiatives of Environmentally Friendly Tourism
Using EV in Okinawa

Yoshiro Shimoji
Professor and Advisor to the President
Faculty of Tourism Sciences and Industrial Management Department of Tourism Sciences,
University of the Ryukyus
3Contents
1.

Introduction- Aiming to be a world-class resort destination

2. Initiatives on Environmentally Friendly Tourism
Business
3. Smart Resort Okinawa Project
4. Conclusion- To make Okinawa the preferred resort destination

4

1. Introduction
Six years to 2020 are important!
yearOkinawa

Japan/world2014

Completion of Naha Int’l Airportterminal building
Completion of Naha Port cruise
terminal building

Consumption tax will be raised to 8%
FIFA World Cup (Brazil)

2015

70th anniversary of WWII
40th anniversary of Okinawa
International Ocean Expo

70th anniversary of WWII
Consumption tax will be raised to 10% (?)

2016

The 6th World Uchinanchu Festival

Olympics (Rio, Brazil)

2017
2018
2019
2020

- Focus on large MICE facilities, Karate hall,soccer facilities, etc.
- Need for transportation infrastructure inOkinawa- Designated as World Natural Heritage sites?

Naha Airport’s second runway goes
into service

Tokyo Olympics
5Three villages in northern Okinawa and Iriomote Island
will be placed on the Tentative List for nomination as
World Natural Heritage sites

6

(CY) Transition of the Number of Tourists to Okinawa
and Tourism Revenue 【暦年】 入域観光客数と観光収入の推移
700

国内

観光収入

From Japan

Tourism revenue

500

（入域観
400
光
客数

4,500

9.11
terrorist
9.11米テロ
attacks(2001)
(H13)

4,000

G8G8サミット
Summit(2000)(H12)

3,500 観光収
3,000
入(OkinawaInternational
沖縄国際海洋博覧会
Ocean（S50）
Expo (1975)

2,500 億円

300)

Number of tourists to Okinawa (10,000 people)

600

Great East Japan
東日本大震災Earthquake(H23/3/11)
5,000(11/3/2011)

Tourism revenue (¥10 million)

国外
From overseas

OkinawaChuraumi
沖縄美ら海水族館
Aquarium(2002)(H14)

Economicstagnation,
景気低迷、
newstrain
ofinfluenza
新型インフルエンザ(2009)(H21)

2,000万人）

２０１３（H25）年は過去最高
2013 marked a record-high
641万人
of 6.41
million visitors(including
550 thousand foreigners)（内外国人55万人）

200

1,500

1,000

100
500

00
S47年 49年 51年('72) ('74) ('76)

53年 55年 57年 59年('78) ('80) ('82) ('84)

61年 63年 H2年('86) ('88) ('90)

4年('92)6年('94)

8年('96)

10年('98)

12年 14年 16年 18年('00) ('02) ('04) ('06)

20年 22年 24年('08) ('10) ('12)

資料出所： 沖縄県「入域観光客統計」、沖縄県「観光統計実態調査」
Source: Statistics of the number of tourists to Okinawa,and Factual
survey of tourism statistics by
Okinawa Prefecture
7

Okinawa 21st Century Vision – Goals for 2030
Future vision 1: Islands that treasure nature, history, tradition and culture ofOkinawa
Future vision 2: Islands where people can have a comfortable life safely andpeacefully.
Future vision 3: Rich islands filled with hope and vitality ⇒ Tourism, other
Future vision 4: Interactive and harmonious islands open to the world
Future vision 5: Islands that open up the future with diverse capacities

What should we do for
the future generation?
8Future of tourism in Okinawa – from Okinawa 21stCentury Vision
Goal: World-class resort destination☆Ensure basic quality as a sophisticated resort
destination☆Okinawa’s standing is well established among
competitors in the Asia Pacific region based on its unique
tourism value☆Recognized as a resort destination with a strong brandname both home and abroad
Goal: 1 trillion yen tourism revenue, 10 million tourists(including 2 million foreign 9tourists)

Mid- and long-term issues inOkinawa tourism
1. Responding to international competition
among resort destinations
2. Responding to environmental challenges
3. Fulfilling its role as a key industry

10

2. Initiatives on Environmentally ConsciousTourism Business11

(1) Ecotourism Promotion Project・Objective: Aiming for sustainable tourism that contributes to local
revitalization while protecting the natural environment
・Past initiatives
 FY2002-2004⇒Ecotourism Guideline- Okinawa Ecotourism Promotion Plan
- Promoted the signing of the Eco-tour Rules amongbusinesses- International Ecotourism Conference (2002)
 FY2005-2012⇒Establishment of Ecotourism Promotion Council Okinawa(2006)⇒Promoted the formulation of regional guidelines;
information dissemination
 FY2013 Research on certification systems
12

Definition of Ecotourism in Okinawa
Okinawa Prefecture
Ecotourism
Guidelines 2004

1 Proper conservation and sustainable use of natural,cultural and historical assets
2 Regional revitalization
3 Activities for visitors to come in contact with nature,
culture and history of the region with the assistanceof a proper guide13(2) Project to Support the Establishment of a Sustainable
Resort Destination
・Objective: Develop comprehensive measures to establish
sustainable resort destination through research on methods toquantify the resort destination capacity
・Past initiatives
 FY2008-2009
Evaluated the existing condition of tourism spots in
Okinawa in order to assess the status of tourism andits resources before studying the future of a wellbalanced tourism destination and conducting researchon how to quantify resort destination capacity.

14

Table 2-3 Potential Tourist Draw Assessment Standard
Potential tourist draw

Assessment Standard
Resources that represent Okinawa and can be presented toJapan and the world with pride. Resources that hold suchappeal that they can be used as Okinawa’s core image.
Resources that people would consider it worthwhile to travel toOkinawa just to see them.
Resources that hold such appeal that they can attract visitorsfrom outside Okinawa, and play an important role as a symbol of
Okinawa tourism. Resources that people would consider
worthwhile to visit when staying in Okinawa.
Resources that fascinate residents and tourists in Okinawa andhold such appeal that they can be used as the region’s coreimage. Although not as attractive as category A as a single
resource, their appeal can be enhanced by improving facilities
and/or developing unique programs.
Resources that are not as attractive as B as a single resource, but
their appeal can be enhanced by improving facilities and/or
developing unique programs
15

(3) Project to Support the Establishment of a Resort Destinationin Harmony with Nature
・Objective: Promote tourism harmonious with nature that
protects while making appropriate use of Okinawa’s abundantnatural resources to establish the Okinawa brand in international
tourism.
・Past initiatives
 FY2010-2013Provided support to municipal projects to build
environmentally conscious tourism facilities, andenvironmental conservation activities and rulemaking bymunicipalities and regional councils.
Eco-toilet signage, educational activities, guideline
promotion, wooden paths, canoe docks
16

(4) Eco Resort Island Okinawa Promotion Project・Objective: While initiatives to realize a sustainable society areproactively being done, reduce the environmental burden in thetourism industry by taking initiatives to protect and foster thenatural resources in Okinawa.
・ Past initiatives
 FY2010
Assessed initiatives on reducing the environmental
burden in Okinawa, reviewed model initiatives in thetourism industry, model project to introduce eco-cars,etc.
Support for introducing EVs (50 cars)
Support for normal charging units (20 spots)17

Support project for
introducing EVs

Maneuverability,
driving feel

Travelling performance,
acceleration feel

Battery capacity,
travel distance
Felt no fear
Felt some fear
Had fearNo response

Charging facility
infrastructure

Charging time

Result of questionnaire to users of travel package utilizing EV (excerpt)18

3. Smart Resort Okinawa ProjectEnhance the value of Okinawa brand in tourism through preservation of the rich natural environment– tourism resources of Okinawa

19History of EV/PHV penetration in Okinawa

Okinawa Island is only 140 km long north to south. Approximately three million tourists rent a car anddrive about 250 km during their average three days and two nights stay. Even under such conditions,spreading the use of EV/PHV is not easy in Okinawa. In addition to “fears on a strange land” tourists
have, ”fear of electricity shortage” restrains people from buying.
But, moving
forward!

Type of carＨＶGasstationSpot○(approx. 350 spots)

ＥＶ
－

ＰＨＶ○
(approx. 350 spots)

Refill time○
(5-10 minutes)

Spot－Chargetime－△(10-30 minutes)

Car price○(approx. ¥1.8 mil)△(approx. ¥3 mil,
¥2.2 mil withsubsidy)

Cruising distance○(approx. 1,000 km)△(approx. 200 km)(approx. 2,000 km)

Customer rating

○

△

△

Charging
infrastructure－△(approx. 30 spots)(rapid)○(5-10 minutes)

New approach with
Micro mobility EVs－－△(approx. ¥2.9 mil,
¥2.6 mil withsubsidy)○-Cruising distance: approx.
50 km-Use: limited to nearby
places-Price: approx. ¥0.9 million

Expecting “successwith smaller vehicles”!
20Vision: Enhance the value of Okinawa brand in tourism through preservation of the rich naturalenvironment – tourism resources of Okinawa
To start, we are studying
Organizational structurewith peers in tourism
Smart Resort Okinawa
industry.
Study Group
Okinawa Convention & Visitors
BureauWorking
Group-1

Working
Group-2

Working
Group-n・・・

1st Study Group (Nov 11, 2013)

Charging
Infrastructure
Subcommittee

2nd Study Group (Dec 16, 2013)

Consolidated opinions about regional issues on We should
micro mobility EVs from each commissioner.
enjoy!

Held micro mobility test-drive event and discussed
about usage scenes based on the experience.

I see!
Usable?
Unusable?
21

Participants (as of December 2013) Founders
Yoshiro Shimoji (chair)
Yoshikazu Higashi (vice chair)
Takehiro Shiraishi (vice chair)
Satoshi Toyama
Tateki Higa
Hiroko Maeda
Satoru Miyazato
Keishun Koja
Tomoji Yara
Keiichiro Nakamura
Toshiya Hayata
Osamu Kojima

Faculty of Tourism Sciences and Industrial Management Departmentof Tourism Sciences, University of the Ryukyus
Chief of Okinawa Branch, Japan Association of Travel AgentsPresident, Kanucha Resort
We welcome newPresident, Kariyushi Co., Ltd.
members!
Director, The Terrace Hotels Co., Ltd. & Manager, The Busena Terrace
President, Maeda Sangyo Hotels
Mayor, Zamami Village & Chairman, Zamami Village Tourist Association
Mayor, Nanjo City
Secretary-General, Okinawa Convention & Visitors Bureau
President, Anchorring Japan Co., Ltd.
Urban Transportation System Group, Smart Community Planning
Office, IT & ITS Planning Division, Toyota Motor Corp.
Vice President, Toyota Media Service Corp.

 Observers
Energy Policy Division, Economy, Trade and Industry Department, Okinawa General Bureau
Planning Office, Transport Department, Okinawa General Bureau
Tourism Promotion Division, Okinawa Prefecture
Environmental Policy Division, Okinawa Prefecture
Agency for Natural Resources and Energy, Minister of Economy, Trade and Industry
Secretariat, Green Power Project Organizer: Okinawa Convention & Visitors Bureau
 Facilitator: Masa Hirai

22

Target areas of Smart Resort Okinawa Project(Vision: Enhance the value of Okinawa brand in tourism through preservation of the rich natural environment, tourism

resources of Okinawa)
TargetResort areaevaluation index

Renewal energy ratioxx%Reduce CO2 emission byxx%
Charging infrastructure
every xx km

Travel speed xx km/h
during rush hours

Traffic simulation innatural disasters

GrowthShare latest information

Enlighten penetration

Knowledge 1
Existing measures
Field
IndependentmeasuresIntelligence
infrastructure

Raise xx points ofresort area evaluation
index
Media strategy(regional resources,contents, ICT, business,etc.)

Charging
infrastructure

Simulation of traffic jam
mitigation by
diversifying
transportation modes

Product planning, sales
strategy(sell to who, what, whenhow, and how much?)

Improvement of renewal
energy ratio
Storage of electricity(blackout due to typhoon)

Improving the percentageof renewable energy; CO2
reduction by reducing thenumber of private vehicles

Systematization ofanalytical method of
big data

Systematization ofanalytical method of
big data

Hold Green Power
Workshop

Amami and Ryukyu
Designated to World
Natural Heritage sites

Japan-worst
traffic jam in Naha

Hold Global Resort
Forum

Renewal energy!
EVs from Okinawa!

Global warming!
EV bus!
EV/PHV town concept

Relieve traffic jam!
Public transportation!
Railways!

Environmentally
harmonious tourism

1. Energy

2. Environment

3. Transportation4. Tourism

TechnologyAnalytsis and usage solutions

Knowledge 2

Tourism cannot
do all!

ExpandBig dataExpand23

Challenges on administrative system in Okinawa Prefectural Government Uncooperative system that does not match with social needs has reached the limit = already became motivation killer
 It is the cooperation among different fields that can raise the expectation and motivation to accomplish of people
in Okinawa!

Eco-tourism
Tourism

Tourism Promotion Division
Department of Culture,
Tourism and Sports

This is what weneed now.
This is the starting
point.

Environment
Department
Global warming!
ofWorld Natural Heritage! EnvironmentEV bus!
al andCommunity
EV/PHV town concept
Affairs

Transportation

EV/PHVtownEnvironment
al Policy
Division

Departmentof Planning
Transportation Policy
Division

Relieving traffic jam!
Public transportation!
Railways!

EnergyDepartment of Commerce,
Industry and Labor
Industrial Policy Division

Renewal energy!
EVs from Okinawa!

24

4. Conclusion- To make Okinawa the preferred resort destinationin the world••••••

Severe international competition to win customers
The number of international tourists in the world is over one
billion and still increasing.
Tourist destination with brand power is preferred.
Besides nature, history and culture, technology is necessary.
Penetration of EVs and PHVs will help improve the image as anenvironmentally friendly tourism destination and to differentiate
from competing destinations
Change in consciousness of people in Okinawa and industryacademia-government collaboration are necessary.
25

Thank you very much!

26