## New Tourism Strategy to Invigorate the Japanese Economy

As the achievement of 20 million foreign visitors is in sight, the Meeting of the Council for A Tourism Vision to support the future of Japan chaired by Prime Minister Abe was held on November 9, 2015, and the New Tourism Strategy to Invigorate the Japanese Economy (Tourism Strategy) was put together on March 30, 2016.

The Tourism Strategy sets new targets for the number of foreign visitors, amount of consumption by foreign visitors to Japan, total number of foreign lodgers in localities, the number of repeated foreign visitors, and the amount of domestic travel consumption by Japanese (e.g., 40 million foreign visitors by 2020 and 60 million by 2030, consumption by foreign visitors of 8 trillion yen by 2020 and 15 trillion yen by 2030). Also, with the awareness that tourism is truly the pillar of Japan’s growth strategy and regional revitalization, 35 projects of measures in line with three vision were set out with the aim of becoming a developed country in tourism, and key measures among them were put together as 10 reforms.

## (1) Vision 1: Maximizing the attractiveness of tourism resources in order to make tourism the base of regional revitalization

In order to refine the rich and various tourist resources of Japan with pride and communicate the value to foreigners in a easily understandable manner, we will work on, among other measures, to (i) boldly open appealing public facilities, including the Geihin-kan (State Guest House), to the wide public and the world as tourism attractions, (ii) drastically shift from prioritizing conservation of cultural properties to utilizing them by promoting understanding from tourists' viewpoints, (iii) branding national parks, the condensed form of abundant nature to become the world-class national parks (iv) formulate the landscape plan in major tourist sites to make thorough improvements to create beautiful towns.

(2) Vision 2: Foster innovation in the tourism industry to boost its international competitiveness and develop it into a core industry

In order to change the tourism industry in ways that create regional jobs and grow people and become a highly productive and internationally competitive industry, we will (v) review the interpreter guide related regulations, which are established more than 60 years ago, to transform the tourism industry to emphasize productivity, (vi) develop new markets such as those for European, US and Australian tourists and the wealthy with the aim of improving the quality of tourism, thereby realizing long-stay and increased consumption at the same time, and (vii) revitalize and activate exhausted hot spring resort areas and regional towns and cities steadily through future-oriented management such as the formation of DMO Note and human resources development.

## (3) Vision 3: Ensure all visitors may enjoy a satisfying, comfortable and stress-free sightseeing experience

In order to expedite the environment to receive travelers such as CIQ, accommodation facilities, communications, transportation and payment, and build society where all people, including elderly people and people with disabilities, can enjoy touring, we will work to (viii) realize the world most comfortable stay by drastically improving soft infrastructure in every aspect, including CIQ, communications, transportation, payment and barrier-free, (ix) realize comfortable travels across Japan by establishing “regional economic development corridor” plan leveraging high-speed transportation networks and (x) creating dynamic society by changing the ways of working and time off.