convenience such as more places for employment, improving the shopping environment and the transportation infrastructure may possibly increase the flow of people wanting to U-Turn back to the Rural Areas. Now that we know many of the people wanting to migrate to Rural Areas are attracted by the abundance of nature while also being attracted by the rural cities, there may be a certain effectiveness in increasing the access to nature from the urban districts of the Rural Areas by building networks between the rural cities and the rural districts.

Building up the attractiveness of the Rural Areas to match the various groups’ aspirations and increasing the interacting population to publicize this attractiveness will be vital in promoting the return to Rural Areas.

## (3) Analysis of “Attractiveness of Region” to Create the Flow of Migration to Rural Areas

As can be seen from Figure 2-1-25 of Section 1, while people wanting to migrate place importance on the financial aspects such as securing income and employment, they also greatly value convenience and natural environment, aspects that cannot be evaluated in monetary terms. Here we will look at the monetary changes that result from migration, and the “attractiveness of a region” experienced by individuals.

## (Comparison of Consumer Spending between Large Cities and Small Municipalities)

Looking at the changes in the average monthly consumer spending as found in the “Household Budget Survey” of MIC, after 2000, consumer spending showed a decreasing tendency in various sized cities, but after 2011 each one shows a unique trend. In the major cities, consumer spending started to increase, then more recently has been decreasing, while on the national level there is a continued increasing trend, with a gradual decreasing trend in the small B cities (cities with a population of less than 50,000 people) as well as the towns and villages. The consumer spending in the small B cities as well as the towns and villages continues to be about JPY 15,000 to 30,000 less than larger cities (Figure 2-1-37).

(Notes) 1 Major Cities: Government designated cities and 23 wards of Tokyo Small B Cities: Cities with population of less than 50,000 people 2 The numbers for Small B Cities/Towns/Villages have been calculated separately and by each of the values being weighted by number of households surveyed Source) "Household Budget Survey" by MIC

Next, we will look at an itemized breakdown of the average monthly consumer spending per household by the ratio of major cities and small B cities/towns/villages where the national average is considered to be 100. In the large cities, food, housing, education, entertainment and clothing costs are above average, while in small B cities/towns/villages, energy, water, transportation and communications are all above average (Figure 2-1-38). In comparing the consumer spending for the small scale municipalities to the major cities, it becomes evident that although the total expenditure—starting with food, housing and clothing items—is low, spending for utilities/water—starting with electricity and heating fuel—as well as automobile related expenses (purchase cost, maintenance expense, fuel expense) included in transportation/communication expenses tend to be high (Figure 2-1-39).