# Chapter 2: Realizing a Tourism Nation and Creating a Beautiful Country

## Section 1 – Tourism Trend

### 1. Significance of Building a Tourism Nation

Tourism not only contributes to the development of all other areas of the nation’s economy such as the revitalization of regional economies and an increase in employment opportunities, but also has significance in promoting mutual understanding with other nations. Accordingly, the realization of a Tourism Nation is an important pillar in our development strategies.

### 2. Present State of Tourism

## (1) Tourism trends of citizens

In FY 2008, the average number of nights of domestic overnight travel per citizen was 2.36 nights and domestic travel consumption by citizens was 20.5 trillion yen in total. Compared with numbers in FY 2007, which were 2.42 nights and 20.2 trillion yen respectively, figures were almost moving sideways. On the other hand, due to a decrease in the number of overseas travelers, the amount of overseas travel consumption of FY 2008 was 5.5 trillion yen, which was less than that of FY 2007 (6.1 trillion yen).

Also, the number of Japanese tourists traveling overseas in 2009 decreased by 3.4% (about 540 thousand fewer people) and was around 15.45 million in total.

## (2) Travel trends of foreign tourists visiting Japan

As a result of the decrease in the number of foreign tourists who visited Japan after September 2008, the consumption of foreign tourists who visited Japan in FY 2008 decreased to 1.3 trillion yen by 10.1% (0.1 trillion yen) compared with that of last year.

Affected by the worldwide sluggish economy triggered by the Lehman Shock and the high value of the yen, the number of foreign tourists who visited Japan in 2009 decreased to 6.79 million persons, a decrease of 18.7% from last year. However, a visa for individual travelers was established in July of that year for Chinese nationals. Taking it as an opportunity to reinforce promotion, the figure increased slightly compared to that of last year.

## (3) Trends in the tourism industry

## 1 ) Tourist business

The total sales amount of major travel agencies in FY 2008 decreased by 5.5% compared with the previous year, to about 6 trillion 439.4 billion yen.

For overseas travel, it went well in Korean travel. However, due to the steep rise in the fuel surcharge and recession, the figure decreased by 9.6% compared with the previous year, to about 2 trillion 434.9 billion yen. For domestic travel, it progressed steadily in the first half, but the figure decreased by 2.9% compared with the previous year, to 3 trillion 943 billion yen due to business recession in the second half. For foreign travelers visiting Japan, because of business recession and the further rising value of the yen, the figure decreased by 1.7% compared with the previous year, to 61.3 billion yen.

## 2 ) Hotel and Hostel business

The average nationwide occupancy rate of major registered hotels in FY 2008 was 71.9%. Also, the percentage of major registered hotels and hostels that recorded deficits was 53.3% and 49.7% respectively. Compared with the previous year, the figures increased by 23.4 points and 14.8 points respectively.

## Section 2 – Efforts to Realize a Tourism Nation

On the basis of the Tourism Nation Promotion Basic Law and the Tourism Nation Promotion Basic Plan, MLIT is promoting policies for realizing a tourism nation comprehensively and purposefully. The realization of a tourism nation is the most important subject, which must be put in a position as a pillar of the growth strategy of our country from now on. To push forward the efforts taken by the government completely and comprehensively, the Headquarters of Tourism Nation Promotion were established in December 2009. Under the headquarters, the working team for attracting foreign tourists, consortiums for tourism cooperation and working teams for division of holiday peak times, which coordinate within the related ministries and government offices and reinforce cooperation.