Study on the revitalization of cruising in Okinawa[Abstract]
In Okinawa, the tourism industry has been positioned as a leading industry, and it is hoped
greatly that cruising will promote tourism. It is required that the ports in Okinawa will improvestructures such as cruise terminals and that non-structural measures will be reinforced througheffective port marketing using a combination of nature, history and culture, which are theattractions of Okinawa.
This study was conducted to interview those involved in cruising in and out of Okinawa to
identify the need for cruising in Okinawa, and to develop action plans for inviting cruise ships
to Okinawa using diverse attractiveness of Okinawa through the partnership of ports andpartnership with tourist sites in the prefecture.
Proposedwere

twelveregional

development

actionplans

throughthevitalizationofcruising-based tourism in Okinawa by increasing the frequency of cruise ships port calls and theduration of stay by cruise passengers. The issues expected in the implementation of the plans
were identified.

1 Study items
A flowchart of study steps is shown below.
Potential and need of cruising in Okinawa

Present of cruising in and out of Okinawa- I n t e r v i e w s o f p o r t a d mi n i s t r a t o r s- I n t e r v i e w s o f s h i p p i n g l i n e s t a ff
- I n t e r v i e w s o f t r a v e l a g e n c y s t a ff

・P r e s e n t a n d p r o b l e ms o f s y s t e ms f o r a c c e p t i n g c r u i s e s h i p s i n O k i n a w a- P r e s e n t a n d p r o b l e ms o f p o r t s e r v i c e s- P r e s e n t a n d p r o b l e ms o f p o r t s a l e s- A s s e s s me n t o f O k i n a w a a s p o r t o f c a l l
D i r e c t i o n a n d a c t i o n p l a n s f o r r ev i t a l i z i n g c r u i s i n g i n O k i n a w a-Policy for revitalizing cruising in Okinawa-Action plans for inviting cruise ships to Okinawa-Future of cruising in Okinawa
F o l l o w - u p t o t h e " N e w M i l l e n n i u m P o r t Vi s i o n "Issues to be tackled for inviting cruise ships in the future

2 Method of study(i) Literature surveys
The trend and advanced examples of cruising were identified based on the literature and1websites concerning cruising in and out of Japan to understand the present of cruising in and out
of Okinawa and Japan(ii) Interviews
In order to identify the approaches to port services and port sales, port administrators andtourism-related administrative staff were interviewed. In order to identify the port services andport sales required by businesses, the staff of domestic cruise businesses and travel agencies in
Okinawa and other areas of Japan were interviewed.
(iii) Advanced examples
Administrative staff were interviewed and field surveys were conducted in Kobe and Nagasaki
Ports as advanced examples of cruise ports.
(iv) Holding of committee meetings
A committee staffed with intellectuals and administrative officials was organized under
Professor Tetsu Kohama of Meio University as chairperson. The committee provided generalguidance in the study.

3.Results of study
3-1 Present of cruising in and out of Okinawa and Japan(1) Development of passenger terminal in Okinawa
No Okinawa ports that large cruise ships currently use are equipped with a quay dedicated to
cruise ships. Several problems have been pointed out. Use of ports is adjusted among cruise
ships and liners carrying both cargoes and passengers. Cruise passengers walk on the quay
where cargoes are being transported. In order to solve the problems, passenger terminals arebeing constructed for cruise ships in Naha (service is scheduled to be started in 2009 on atemporary basis), Ishigaki and Motobu Ports. Similar projects are also scheduled to be
implemented based on port planning in Hirara and Nakagusukuwan Ports.

Cruise ship and cargoes in Naha Port

Image of passenger pier in Naha Port2

(2) Present of cruising in other countries
Cruising has been thriving more off the Caribbean coast than in any other region. It has also
been popular in Alaska, the Mediterranean, the Aegean Sea, North Europe, the Baltic Sea, Asia,
Australia and the sea off Japan. There are 76 cruise liners in the world (2006). Most are under
three major cruising groups, Carnival Cruise Lines, Royal Caribbean Cruises and Star Cruises.
North Europe and北欧 ・バルト海
the B altic Sea
Al aska

アラスカ

Asia

C ari bbean Sea

カリブ海

Medit erranean Sea

Australia

地中海

オーストラリア

Cruise areas in the world(3) Present of cruising in Japan
There are four cruise ships in Japan: Asuka II (49,400 gross tons), Pacific Venus (26,518 grosstons), Nippon-maru (21,903 gross tons) and Fuji-maru (23,340 gross tons). Fuji-maru is
exclusively for travel agencies or other organizations to charter.

（ P a c i f i c Ve n u s ）（ A s u ka I I ）（ N i p p o n - ma r u ）（ Fuji-maru）

Cruise ships that carry the Japanese flag
Mean annual frequency of port calls by domestic cruise ships (except foreign ships) is listed
by departure and arrival ports.
The mean annual frequency of port calls is high in major metropolitan areas: 95 times forTokyo Port, 80 for Yokohama, 42 for Nagoya, 29 for Osaka and 69 for Kobe. Among other ports,
cruise ships made a call at Miyanoura Port 19 times a year, more frequently than at other ports,
followed by Hakata Port with a frequency of port calls of 18 times, Shimizu Port with 11 andNaha Port with 10.

3

(in times)
PrefecturePort
1998 1999 2000 2001 2002 2003 2004 2005 Average
Hokkaido
Hakodate
9
8
11
7
6
7
10
8
8.3
Otaru
9
3
4
4
4
5
7
4
5.0
Kushiro
7
6
7
8
6
4
4
7
6.1
Aomori
Aomori
11
8
6
8
11
7
4
5
7.5
Akita
Akitafunakawa
10
5
3
7
6
7
10
5
6.6
MiyagiSendaishiogama
17
17
12
3
6
4
10
5
9.3
Tokyo
Tokyo
183
146
125
117
76
70
25
19
95.1
Futami (Chichijima)
7
4
7
7
4
4
7
4
5.5
Kanagawa Yokohama
57
55
56
50
65
83
133
141
80.0
Niigata
Niigata
10
10
8
5
8
5
8
5
7.4
Ishikawa
Kanazawa
7
6
6
4
4
2
11
3
5.4
Shizuoka
Shimizu
15
14
12
11
12
6
14
4
11.0
Aichi
Nagoya
54
67
43
30
28
30
36
51
42.4
Osaka
Osaka
23
26
23
45
23
20
50
22
29.0
Hyogo
Kobe
61
78
81
64
61
64
66
79
69.3
Hiroshima Hiroshima
9
10
8
11
13
12
6
8
9.6
KagawaTakamatsu
10
8
9
6
15
15
9
3
9.4
Fukuoka
Kitakyushu
13
9
3
3
3
3
12
1
5.9
Hakata
22
21
15
18
19
11
20
14
17.5
NagasakiNagasaki
6
6
5
9
6
4
8
8
6.5
Oita
Oita
7
10
4
6
4
3
8
5
5.9
Kagoshima Miyanoura
5
10
16
20
21
26
28
27
19.1
Okinawa
Naha
13
13
16
13
9
8
6
5
10.4
Ishigaki
2
4
6
4
3
5
4
4
4.0
Source: Japan Oceangoing Passenger Ship Association
Note: Ports with a frequency of port calls of five times or more are listed (except Ishigaki Port).

Mean annual frequency of port calls by domestic cruise ships by port
(4) Present of cruising in Okinawa
In the past decade, the frequency of calls at Okinawa ports was highest at 162 times per year in1999 when Star Cruises operated the largest number of cruise liners. Subsequently, thefrequency has been around 90 despite the reductions due to the effects of SARS (Severe AcuteRespiratory Syndrome) in 2003. The number of cruise passengers reached approximately
110,000 per year in 1999 but has been 30,000 to 70,000 per year since then.
Star Cruises started regular cruises in 1997 with Keelung as home port and liners made a call at
Naha, Hirara, Ishigaki, Nakagusuku and Motobu Ports. The service was discontinued in October2005 because (i) the 19,000-GT cruise ships were small and vulnerable to typhoons and costs
were likely to rise for compensating for cancelled reservations and because (ii) cruise ships
were lacking because of deployment problems in different areas serviced by the cruise line
group.

4

( N u(回)mber of times)( N(人）
umber of passengers)
120,000

200
R e g u l a r 定 I r期
r e g u l 不定期ﾚｼﾞｬｰar leisureI r r e g不定期ﾁｬｰﾀｰ
ular charteredlinerscruise ships
cruise shipsRe g u l期ar定cruiseships

100,000

Irregular不定期
cruiseships

150

80,00060,000100

40,00050

20,000

2005

2004

2003

2002

2001

2000

1999

1998

1996

2005

2004

2003

2002

2001

2000

1999

1998

1997

1996

( （年)
Year)

1997

0

0

( Y(年)
ear)

Change in frequency of calls at
Okinawa ports

Change in number of passengers incruising in Okinawa

Cruise ship

Cruise liner route in 2005

3-2 Potential and need of cruising in Okinawa(1) Potential of cruising in Okinawa
Okinawa Prefecture is located in the subtropicalregionandendowedwithexcellentnaturalenvironment and unique culture attracting numerous
tourists every year. In cruising as well as in otheraspects of tourism, resources such as the naturalenvironment and unique culture provide a highpotential.
Okinawa, located at the southern most point of Japan,
is between Taiwan and China, and between Southeast
Asia and the Honshu, mainland of Japan. Okinawa
therefore has a considerably high potential as a portof call for cruise ships in the East Asian region.

5◆Excellent natural environment◆Culture and history unique to
Okinaw a◆ Good locat ion in the East
Asian region

Location and potential of
Okinawa

(2) Need of cruising in Okinawa
Questionnaires and interviews have revealed that cruise passengers visiting Okinawa havevarying need from nationality to nationality.
Many of the Japanese visitors are elderly people with much time and money and are highlyinterested in and eager to learn about the culture, traditional artifacts and performing arts, andfood. They want the provision of unique performing arts and food, and hospitality.
Visitors from China and Taiwan are relatively young and use low-cost popular cruises.
Interviews confirmed that they have a great need for purchasing electronic appliances or cheap
quality goods in addition to enjoying sight-seeing.

3-3 Direction and action plans for revitalizing cruising in Okinawa
With the increase of cruises oriented toward the East Asian region, Okinawa has a high potential
as a port of call owing to its location relative to China, Korea and Taiwan. In the future, efforts
will be required to establish a hub of cruising in Japan by solving the problems identified,developing a system for accepting cruise ships and thereby actively encouraging both domestic
and overseas cruise ships to make a call at Okinawa ports. In this study, a goal has been definedfor "building a gateway for cruises in the East Asian region (promotion of tourism in Okinawa
by sea).
Action plans have also been developed for revitalizing cruising in Okinawa by increasing thefrequency of cruise ships port calls and the duration of stay by cruise passengers.
The action plans cannot be implemented solely by the Okinawa General Bureau. It has beensuggested that the diverse stakeholders such as administrative agencies including port
administrators, Prefectural Liaison Council for Cruise Promotion of Okinawa, port organizations
for accepting cruise ships and the Immigration Office, and private sector organizations such as
shipping agencies, local chambers of commerce and industry and shopping malls should share
information and establish close cooperation by conducting regular liaison meetings.

6◆ Action plans for inviting cruise ships to Okinawa(1/2)

Policy for revitalizing cruising in Okinawa(3.1) Development of piers forpassenger liners and otherfacilities-Commencing services early at the passenger liner pier for which theDevelopment of passenger liner piers and project implantation has started (Naha, Ishigaki and Motobu Ports)-Commencing the implementation of the planned passenger liner pierrelated facilities
project (Hirara and Nakagusuku Ports)-Conducting deliberations on the methods for improving, managing
and operating the passenger terminal (Naha and Ishigaki Ports)
Development of passenger terminals-Creating the unique characteristics of Okinawa including
appurtenant port facilities such as the building facade and fences

Acceleration of immigration checkprocedure

Enhancement of access to port

Enhancement of currency exchange andpostal services
Enhancement of interpretation services

Developing a system foraccepting cruise ships(3.2) Enhancement of port
services

Action plans for inviting cruise ships

Enhancement of tourist information
services

Enhancement of welcome events

Enhancement of cruises-Conducting continuous deliberations on the methods foraccelerating immigration check procedure (Naha port)-Requesting shipping companies to ensure that passengers
appropriately attach immigration cards and visas (Naha and Ishigaki-Requesting the immigration Office to continuously conduct overseas
on-board inspection and offshore on-board inspection (each port)-Proposing that bus companies should offer bus service between thepassenger liner pier to a monorail line (Naha and Ishigaki Ports)-Selling circular monorail tickets to cruise passengers at thepassenger terminal (Naha port)-Selling tickets of bus or ships to remote islands (Ishigaki port)-Offering currency exchange services by organizations accepting
cruise ships (each port)-Selling stamps and providing postal delivery services (each port)-Strengthening systems for recruiting volunteer interpreters (each-Developing interpreters who can guide tourists (each port)-Continuously providing tourist information services anddisseminating information to meet the needs of tourists (each port)-Providing tourist guide and information services on board domestic
ships (each port)-Making arrangement to distribute to tourists pamphlets prepared inforeign languages on board foreign ships (each port)-Requesting the organizations concerned to install adequate tourist
information bulletin boards in built-up areas and shopping malls(each port)-Developing guides to meet the needs of tourists (each port)-Disseminating information on locally planned tours, events in
shopping malls and other matters (each port)-Providing tourist guide on board foreign ships that make the initialcall at the port (each port)-Providing the opportunity for local shopping malls and massmerchandisers to disseminate sales information (each port)-Holding welcome attraction when the ship leaves the port (each-Increasing the variations of welcome attraction (each port)-Encouraging the public to participate in the farewell event for theship including visitors to the port (each port)-Selling specialty goods that meet the passengers needs (each port)-Planning welcome attraction with plot for the Nansei islands cruises
through mutual cooperation of Ports (each port)-Planning and implementing locally originated tours and tours
accompanied by volunteer guides (each port)-Planning tie-up cruises with local events such as the Okinawa tug of
war and Naha Hari (Naha port)-Refining sight-seeing on surrounding islands involving an overnight
call by the cruise ship (Naha and Ishigaki Ports)-Selling to cruise lines a plan to land at Motobu port, make a tour ofnorthern area and board the ship again at Naha port (Motobu andNaha Ports)

7

Okinawa
GeneralBureau◎Implemented by
Prefectural
LiaisonPort
Council for
administrators Cruise
Promotion of
Okinawa

Duration of implementation
Port
organizations Short period
acceptingof timecruise ships

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Long periodof time○○◆ Action plans for inviting cruise ships to Okinawa(2/2)

Policy for revitalizing cruising in Okinawa(3.3) Coordination with tourist sites on land

Developing a system foraccepting cruise ships

Dissemination of information on port
calls by cruise ships(3.4) Promotion of cruises

Enhancement of hospitality of residentsof Okinawa Prefecture

Action plans for inviting cruise ships-Requesting tourist sites and shopping malls to prepare parking space(each port)-Requesting the chamber of commerce and industry to enable tourists
to make shopping in the dollar (each port)-Notifying shopping malls in advance of the port call by the cruise
ship (each port)-Requesting shopping malls to hold events for exchange at the timeof port call by the cruise ship (each port)-Requesting the organizations concerned to enable cruise passengers
to use duty-free shops (DFS) (Naha port)-Selling circular tickets and providing shuttle bus service toencourage passengers to visit tourist sites and shopping malls along
the monorail route (Naha port)
Disseminating information on port calls by cruise ships via thewebsite and other media (each port)-Implementing events for residents to sell cruising (each port)-Operating civic cruises and improving systems for accepting cruise
ships (each port)-Inviting travel journalists to sell cruising in Okinawa (each port)-Increasing the frequency of visits at domestic shipping companies-Actively participating in sales promotion programs and symposiums
in which shipping companies participate-Inviting Planning personnel of shipping companies-Providing information on tourist sites and explaining locallyPort sales to domestic shipping companiesoriginated tours-Selling refined port services-Having consultations to reduce the towing service fee-Having consultations and discussions for introducing weather-Requesting businesses to plan charter cruises in Okinawa as an(3.5) Active invitation of cruise shi
incentive for employees-Participating in business meetings and conventions on cruising
Encouraging domestic-Visiting agencies for foreign shipping companies
and overseas cruise ships-Inviting personnel of foreign shipping companies
Port sales to overseas shippingto make a call at an-Requesting foreign shipping companies to plan regular cruises-Inviting foreign cruise ships to make a call at an Okinawa port ascompanies
Okinawa port
the gateway to East Asian cruises in cooperation with other Ports ofcall such as Kobe, Nagasaki and Kagoshima Ports-Requesting the organizations concerned to enable passengers to use

Okinawa
GeneralBureauImplemented by
Prefectural
LiaisonCouncil forPortadministrators Cruise
Promotion of
Okinawa

Duration of implementation
Port
organizations Short periodof time
acceptingcruise ships

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(3.6) Sale to neighboring countries on the attractiveness of Okinawa to tourist-Selling the cruising in Okinawa when OCVB (Okinawa Convention
and visitors Bureau) promotes the sales of Okinawa in Shanghai,

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(3.7) Proposal of Okinawa-style cruOkinawa-style island hopping-Encouraging domestic shipping companies and travel agencies toplan Okinawa island hopping in charter cruises in Okinawa as anincentive for employees-Encouraging travel agencies to plan Okinawa island hopping incharter cruises that they organize in Okinawa on their initiative

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*The port administrators are the Naha Port Authority at Naha Port (Naha City and Urasoe City, Okinawa Prefecture), Miyakojima City government at Hirara Port, Ishigaki City government at Ishigaki Port and Okinawa
prefectural government at Nakagusuku and Motobu Ports.
*The organizations accepting cruise ships at Okinawa ports include the Naha Cruise Promo tion Liaison Council of Naha Port (Naha City Tourist Association Office), Cruise Liners Liaison Conference of Hirara Port (Miy ako
Tourist Association Office), Ishigaki City Tourism Division at Ishigaki Port and Motobucho Industrial Development Division at Motobu Port.

8