## (Potential demand for leisure trips)

As above mentioned, among leisure activities, there is high demand for leisure trips. Many respondents pointed out a lack of money or time as the reason that they did not stay overnight at tourist destinations. In spite of high demand for leisure trips, this suggests that in reality, the lack of money and time plays an important role in leisure activities.

## (What people want from tourism)

According to the survey on attitudes, people expected that tourism would contribute to the realization of healthy and affordable lifestyles, the creation of local communities that people feel proud of and have affection for, international mutual understanding, and creation of new job opportunities.

Those in underpopulated areas have stronger expectations for tourism to create more vibrant and attractive communities and provide new job opportunities, than those living in other regions. This probably reflects difficulties in maintaining the functions of a local community or in finding job opportunities in sparsely populated areas.

## (The tourism industry contributing to more job opportunities)

People’s spending on tourism is expected to directly create jobs for 2.11 million people, 3.3% of total employment. In the future, with a full-scale aging society, fewer children and a declining residential population, incorporating the tourism market to support local economies and societies will lead to the creation of a positive cycle for community development and the expansion of human exchange associated with tourism, since the spending on tourism for FY2007 is estimated to be 23.5 trillion yen. Accordingly, fully understanding people’s needs for tourism as listed above, it is important for the Japan Tourism Agency, which was established in October 2008, and other interested parties to continuously work hard toward realizing a tourism-oriented country.

Top five reasons why people did not make overnight sightseeing tours

Note1: Top five reasons for FY2007

Note2: Years prior to 1998 are calendar years

Source: "Actual Situation and Trends of Tourism for FY2008," Japan Tourism Association

## What people want from tourism

Q: What kind of effects do you expect from tourism, at the tourist spots you visit and the spots in your area or neighborhood visited by tourists? (Check all that apply)

Source: Ministry of Land, Infrastructure, Transport and Tourism

## Economic ripple effects of spending on travel (for FY2007)

*1: Spending on travel: 23.5 trillion yen (including overnight tours (15.3 trillion yen), one day trips (4.9 trillion yen), overseas trips (for domestic industries, 1.8 trillion yen), and foreign visitors from overseas (1.5 trillion yen))

$ ^{*} $ 2: Corresponding to the amount of domestic production of the interindustry table, which was 949.1 trillion yen (2000)

$ ^{*} $ 3: Corresponding to the nominal GDP in national economic accounting, 515.1 trillion yen, for FY2007

*4: Corresponding to the number of employees in national economic accounting, 64.25 million persons, for FY2006

*5: Corresponding to national taxes and local taxes, 93.0 trillion yen, for FY2007

*6: The degree of contribution refers to “a share in all industries.”

Source: Ministry of Land, Infrastructure, Transport and Tourism