Japan Tourism Agency June 2020 - mlit.go.jp

White Paper on Tourism in Japan, 2020 (Summary)

Japan Tourism AgencyJune 2020

Outline of White PaperWhite Paper on Tourism in Japan is submitted to the Diet every year in accordance with Article 8 of the Basic Act for Promoting

a Tourism-Oriented Country. This Paper consists of the following four parts.

Part III Measures Taken in FY2019Chapter 1 Development of Environment that Foreigners Truly Enjoy Visit to Japan

Chapter 2 Development of New Tourism Contents in Regional Areas

Chapter 3 Appropriate Sharing of Roles and Strengthening Cooperation between Japan National Tourism Organization and Regional Organizations (Local Governments and Destination Management/Marketing Organizations)

Chapter 4 Other Measures Contributing to Increase in Consumption and Visitors in Regional Areas

Chapter 1 Global Tourism TrendsChapter 2 Tourism Trends in Japan

Part I Tourism Trends in 2019

Part II Responding to the Impact of COVID-19 and Restarting Regional Revitalization through Tourism

Chapter 1 Impact of COVID-19 on Tourism and the CountermeasuresChapter 2 Restarting Regional Revitalization through Tourism

1

Part IV Measures to be Taken in FY2020Chapter 1 Countermeasures against COVID-19 in the Field of TourismChapter 2 Strategies beyond COVID-19

Part I Tourism Trends in 2019

Global Tourism Trends…………..……………………………………………….…………..…3

Tourism Trends in Japan (International Visitors Traveling to Japan)......................………6

Tourism Trends in Japan (Japanese Overseas/Domestic Travel).....................................8

Tourism Trends in Japan (Overnight Trips) ………..........................………………………10

Tourism Trends in Japan (Tourism Trends in Regional Areas)……………....…………… 12

48.0%

52.1%

55.2%

25.6%

23.0%

19.7%

16.8%

16.4%

16.4%

2.9%

3.0%

3.5%

3.2%

3.1%

2.9%

0% 20% 40% 60% 80% 100%

2018

2013

2008

Europe Asia-Pacific Americas Middle East Africa Unknown origin

(Year)

50.8%

50.7%

53.0%

24.9%

23.7%

20.6%

15.1%

16.0%

15.8%

4.4%

4.9%

5.4%

4.9%

4.8%

5.2%

0% 20% 40% 60% 80% 100%

2019

2014

2009

Europe Asia-Pacific Americas Middle East Africa

(Year)

Part I: Global Tourism Trends (1)According to the global tourism trends announced by the United Nations World Tourism Organization (UNWTO), the

total number of international tourists was 1,461 million in 2019, increasing by 54 million (3.8%) from 2018.By region, both arrivals and departures in the Asia-Pacific have been increasing in recent years.

(Figure I-2) Number of International Tourists (Figure I-5) Number of International Tourists by Region of Origin

Source: Prepared by the JTA based on data from UNWTO

<By Region of Arrival>

<By Region of Departure>

3

5.96.16.3

6.8 6.8 7.0 7.07.6

8.18.6

9.1 9.38.9

9.510.0

10.411.0

11.411.9

12.4

13.3

14.014.6

4

6

8

10

12

14

16

(100 million people)

(Year)

(Figure I-7) International Tourist Arrivals by Air or Sea Rankings(2018)

Source: Prepared by the JTA based on data from UNWTONote 1. Figures shown above are provisional as of May 2020.Note 2. In countries marked with ★, figures for 2018 are yet to be announced, and figures for 2017 have been adopted instead.Note 3. Figures for the United Arab Emirates are for Dubai only.Note 4. The above chart shows the statistics of the number of tourist arrivals who had at least one overnight stay in the country/region they visited, except for Japan, Russia, South Korea,

Vietnam, and Taiwan.Note 5. Rankings are subject to change depending on the timing of data collection, as related data may be updated or modified from time to time.Note 6. It should be noted, particularly for the purpose of comparison, that the number of international tourist arrivals is calculated and published based on different statistical criteria for each

country and region.(For example, the number of foreign crew members is not included in statistics related to Japan, but it is included in the statistics of France, Spain, China, South Korea, and others.)

Part I: Global Tourism Trends (2)In the “International Tourist Arrivals by Country/Region Rankings” of 2018, Japan ranked 11th, with 31.19 million, while in the “International

Tourist Arrivals by Air or Sea Rankings,” Japan ranked 7th (1st in Asia).The total number of international visitors to Japan in 2019 (31.88 million) was equivalent to 11th and 7th in the “International Tourist Arrivals by

Country/Region Rankings(2018)” and the “International Tourist Arrivals by Air or Sea Rankings(2018)”.

(Figure I-6) International Tourist Arrivals by Country/Region Rankings(2018)

4

Source: Prepared by the JTA based on data from UNWTONote 1. It should be noted, particularly for the purpose of strict comparison, that the number of international tourist arrivals is calculated and published by different statistical criteria for

each country and region.Note 2. The figures shown above are provisional as of January 2020.Note 3. Excluding countries/regions marked with a ★, the above chart shows the statistics of the number of international visitors who had at least one overnight stay in the country/region

they visited.Note 4. Countries/regions belonging to Asia are indicated in green.Note 5. In countries and regions where figures for 2018 are unannounced or unknown, figures for the latest year for which the statistics are available are adopted.Note 6. The above chart shows the statistics of the number of international visitors arriving by air and sea, which excludes those arriving by land (by car, etc.).Note 7. The number of international tourist arrivals by air or sea is unknown for Germany, Austria, the Netherlands, Portugal, Czech Republic, Denmark, and Switzerland, as

transportation mode-specific data is unavailable.Note 8. Rankings are subject to change depending on the timing of data collection, as related data may be updated or modified from time to time.

8,940 8,281

7,975 6,290

6,157 4,577

4,131 3,888

3,818 3,632

3,188 3,119 3,082

3,012 2,926

2,583 2,455

2,280 2,113

1,962 1,878 1,849

1,743 1,715 1,665

1,592 1,550 1,535 1,535

1,467 1,421

1,367 1,340

1,275 1,229

1,172 1,135 1,107 1,093 1,047

927

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000

FranceSpainUSA

ChinaItaly

TurkeyMexico

GermanyThailand

UK(Japan)

JapanAustriaGreece

Hong KongMalaysia

RussiaPortugalCanadaPoland

NetherlandsMacau

IndiaHungaryCroatia

*UAEVietnam

Saudi ArabiaSouth Korea

SingaporeUkraine

★Czech RepublicIndonesiaDenmarkMorocco

SwitzerlandEgypt

TaiwanIreland

South AfricaBulgaria

(10,000 people)

31.88 million in 2019

Japan ranked 11th in the world and 3rd in Asia

6,950 5,124

3,893 3,627

3,465 3,386

3,188 3,119

3,061 2,911

2,132 1,937 1,921

1,639 1,535

1,365 1,284 1,270

1,206 1,133 1,107 1,087

1,014 1,008

927 925 894

849 717

620 611

559 310

269

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000

SpainUSAItaly

TurkeyFrance

UK(★Japan)

★JapanThailand

ChinaGreeceMexico

Hong KongSingapore

★South KoreaMacau

IndonesiaVietnam

Saudi ArabiaCanada

★TaiwanMoroccoMalaysia★EgyptIreland

AustraliaRussia

IndiaPhilippines★Croatia

HungaryPoland

South AfricaUkraine

GermanyAustria

NetherlandsPortugal

Czech RepublicDenmark

Switzerland

(10,000 people)

31.88 million in 2019 (all arrivals are by air or sea)

Japan ranked 7th in the world and 1st in Asia * The ranking of the number of international tourist arrivals by air or sea

NA

In the “International Tourism Revenue by Country/Region Ranking” of 2018, Japan recording 42.1 billion USD, ranked 9th (2nd in Asia), up from 11th (4th in Asia) in 2017. In the “International Tourism Expenditure by Country/Region Rankings,” Japan posting 20.2 billion USD, ranked 16th (6th in Asia), up from 18th (6th in Asia) in 2017.

5

(Figure I-8) International Tourism Revenue by Country/Region Ranking(2018)

Source: Prepared by the JTA based on data from UNWTO and each country’s national tourism officesNote 1. Figures shown above are provisional as of May 2020.Note 2. In countries marked with ★, figures for 2018 are yet to be announced, and figures for 2017 have been adopted instead.Note 3. International tourism expenditure does not include international passenger fares.Note 4. Data on international tourism expenditures may be updated or modified from time to time.

Calculated values of international tourism expenditures are subject to fluctuations in US dollar exchange rates.Thus, rankings may change depending on the timing of data collection.

Part I: Global Tourism Trends (3)

815 655

564 493 486

461 450

430 421

407 404

369 286

264 252

231 225

214 204 201 196 190 186 180

170 164

149 140 137

120 116 116 111 109 101

91 89 89 84 82

0 200 400 600 800 1,000 1,200USA

SpainFrance

ThailandItalyUK

(Japan)AustraliaGermany

JapanMacauChina

Hong KongIndia

CanadaTurkeyAustriaMexico

UAESingapore

PortugalMalaysia

GreeceSouth KoreaNetherlandsSwitzerland

IndonesiaSwedenPolandTaiwan

Saudi ArabiaEgypt

RussiaCroatia

New ZealandVietnam

DenmarkSouth Africa

BelgiumLebanon

Philippines

Japan ranked 9th in the world and 2nd in Asia

(100 million USD)

46.1 billion USD in 2019

2,000 2,200

2,147 2,773 1,445

956 690

479 370

351 344 343

301 268 264 262

213 213 212 202 194 185 184 183 181 180 173 166

143 122 121 120 119 113 112 107 105 10397 96 93 79 79 77

0 500 1,000 1,500 2,000 2,500 3,000ChinaUSA

GermanyUK

FranceAustralia

South KoreaCanadaRussia

ItalySpain

Hong KongSingapore

(Japan)India

NetherlandsJapan

TaiwanBelgium

SwitzerlandBrazil

SwedenUAE

NorwaySaudi Arabia

KuwaitMalaysiaThailand

AustriaPhilippines

★IranMexico

ArgentinaDenmark

IndonesiaPolandNigeria

QatarUkraine

IraqIsrael

(100 million USD)

Japan ranked 16th in the world and 6th in Asia

21.3 billion USD in 2019

(Figure I-9) International Tourism Expenditure by Country/Region Rankings(2018)

Source: Prepared by the JTA based on data from UNWTO and each country’s national tourism officesNote 1. Figures shown above are provisional as of May 2020.Note 2. International tourism revenue does not include international passenger fares.Note 3. Data on international tourism revenue may be updated or modified from time to time.

Calculated values of international tourism receipts are subject to fluctuations in currency exchange rates to the US dollar.Thus, rankings may change depending on the timing of data collection.

China959

(30.1%)

South Korea558

(17.5%)Taiwan489

(15.3%)

Hong Kong229

(7.2%)

Thailand132

(4.1%)

Singapore49 (1.5%)

Malaysia50 (1.6%)

Indonesia41 (1.3%)

Philippines61 (1.9%)

Vietnam50 (1.6%)

India18 (0.6%)

USA172

(5.4%)

Canada38 (1.2%)

UK42 (1.3%)

France34 (1.1%)

Germany24 (0.8%)

Italy16 (0.5%)

Spain13 (0.4%)

Russia12 (0.4%)

Australia62 (1.9%)

521 614 673 733

835 835 679

861

622 836

1,036

1,341

1,974

2,404

2,869

3,119 3,188

0

500

1,000

1,500

2,000

2,500

3,000

3,500

(10,000 people)

(Year)

Part I: Tourism Trends in Japan (International Visitors Traveling to Japan) (1)

In 2019, total number of international visitors to Japan increased by 2.2% from 2018 to 31.88 million.Of this total, the number of visitors from Asia was 26.37 million (82.7% of the total), including 22.36 million (70.1%) from

East Asia and 3.83 million (12.0%) from six major ASEAN countries. The figures for North America and five major European countries (UK, France, Germany, Italy, and Spain) were 2.1 million and 1.29 million, respectively.

(Figure I-10) Number of International Visitors to Japan(Figure I-11) Number of International Visitors to Japan: Breakdown

by Country/Region(2019)

Source: Prepared by the JTA based on data from JNTONote 1. Figures in parentheses indicate a percentage among the total number of international

visitors to Japan.Note 2. “Other” includes countries and regions in Asia and Europe not specified in the above chart.Note 3. Totals may not be exact due to rounding.

Source: Prepared by the JTA based on data from JNTO 6

(10,000 people)

Total3,188

Asia 2,637 (82.7%)East Asia 2,236 (70.1%)Southeast Asia 383 (12.0%)

North America210

(6.6%)

5 major European countries129 (4.0%)

Other138

(4.3%)

Part I: Tourism Trends in Japan (International Visitors Traveling to Japan) (2)

Tourism consumption by international visitors in 2019 hit a record high of 4.8135 trillion yen (up 6.5% from 2018), recording a new high for the seventh consecutive year.

By country/region, China took first place with 1.7704 trillion yen (36.8% of the total), followed by Taiwan with 551.7 billion yen (11.5%), South Korea with 424.7 billion yen (8.8%), Hong Kong with 352.5 billion yen (7.3%), and the United States with 322.8 billion yen (6.7%). These top five locations accounted for 71.1% of the total.

Note 1. Please note that there was a change of statistical basis. The survey focused mainly on travelers using airports until 2017; however, in light of the rapid increase in the number of cruise travelers, who tend to stay for a short period of time, the scope of the survey was expanded to cover cruise travelers since 2018.

(Figure I-13) Tourism Consumption by International Visitors (Figure I-14) Tourism Consumption by International Visitors: Breakdown by Country/Region

7Source: International Visitor Survey (JTA)

Excelの図表Ⅰ-14シートののグラフがこちらの環境では正常に表示されませんので

（テキストが一部しか表示せれない。）、Excelのグラフの貼り付けは行っていません。

China1,770.436.8%

Taiwan551.711.5%

South Korea424.78.8%

Hong Kong352.57.3%

USA322.86.7%

Thailand173.23.6%

Australia151.93.2%

UK99.92.1%

Vietnam87.51.8%

Singapore85.21.8%

France79.81.7%

Canada67.01.4%

Malaysia66.51.4%

Philippines65.91.4%

Indonesia53.91.1%

Germany46.51.0%

Italy32.40.7%

Spain28.80.6%

India27.40.6%

Russia21.80.5%

Other304.06.3%

2019

Consumption by international visitors to Japan

4.81 trillion yen

(2019)

Year Consumption byinternational visitors

2012 1.08 trillion yen








31,555 32,042

29,734 31,299

32,566 32,333

29,105

31,162

29,720 31,053

29,788 29,173

31,542 32,418

27,073 27,548

20,000

22,000

24,000

26,000

28,000

30,000

32,000

34,000

2012 13 14 15 16 17 18 19

Overnight trip

One-day trip

(10,000 people)

(Year)

1,740 1,753 1,729

1,599 1,545

1,664 1,699

1,849

1,747

1,690

1,612

1,712

1,789

1,895

2,008

2005 06 07 08 09 10 11 12 13 14 15 16 17 18 19

(10,000 people)

(Year)

Total number of Japanese overseas travelers hit a record high of 20.08 million in 2019 (up 5.9% from 2018) , exceeding 20 million for the first time in about 30 years after reaching 10 million in 1990.

In 2019, the total number of Japanese who took domestic overnight trips was 311.62 million (up 7.1% from 2018), and the figure for domestic one-day trips was 275.48 million (up 1.8% from 2018).

(Figure I-25) Number of Japanese Overseas Travelers

Source: National Tourism Survey (JTA)

8Source: Prepared by the JTA based on data from JNTO

Part I: Tourism Trends in Japan (Japanese Overseas/Domestic Travel) (1)

(Figure I-29) Total Number of Japanese Taking Domestic Overnight Trips and One-Day Trips

Domestic overnight trip consumption by Japanese17.2 trillion yen (61.4%)

Domestic one-day trip consumption by Japanese4.8 trillion yen (17.1%)

Consumption by international visitors to Japan4.8 trillion yen (17.2%)

Domestic consumption by Japanese overseas travelers1.2 trillion yen (4.3%)

15.0 15.413.9

15.8 16.0 16.1 15.817.2

4.4 4.84.5

4.6 4.9 5.0 4.74.8

19.4 20.2

18.4

20.4 21.0 21.1 20.5

21.9

0

5

10

15

20

25

2012 13 14 15 16 17 18 19

Overnight trip One-day trip Domestic travel total

(trillion yen)

(Year)

Japanese domestic tourism consumption totaled 21.9 trillion yen in 2019 (up 7.1% from 2018).In 2019, domestic tourism consumption by Japanese and international visitors totaled 27.9 trillion yen (up

7.1% from 2018).Of this total, 17.2% was related to international visitors.

(Figure I-31) Domestic Tourism Consumption in Japan

Source: National Tourism Survey (JTA) Source: National Tourism Survey (JTA) and International Visitor Survey (JTA)

(Figure I-30) Japanese Domestic Tourism Consumption

9

27.9 trillion yen

Part I: Tourism Trends in Japan (Japanese Overseas/Domestic Travel) (2)

4.324 4.287 4.385 4.231 4.299 4.437 4.418

0.335 0.448 0.656 0.694 0.797

0.943 1.014 4.659 4.735 5.041 4.925

5.096 5.380 5.432

0

1

2

3

4

5

6

2013 14 15 16 17 18 19

(100 million guest nights)

Total number of guest nightsTotal number of guest nights of international visitors

(Year)

Total number of nights stayed in hotels and ryokan (Japanese-style inn) in Japan increased to 543.24 million in 2019 (up 1.0% from 2018).Of this total, Japanese travelers accounted for 441.80 million (down 0.4% from 2018) and international visitors for 101.43 million (up 7.6% from 2018), exceeding 100 million for the first time since the start of the survey in 2007.

Total number of nights of international visitors stayed in regional areas increased to 39.21 million in 2019 (up 1.9% year on year).

(Figure I-33) Total Number of Nights of International Visitors' stays: 3 Major Metropolitan Areas and Regional Areas

Source: Overnight Travel Statistics Survey (JTA)Note 1. Preliminary figures for 2019.Note 2. Figures given above each bar indicate the total number of nights of Japanese and

international travelers' stays combined.

(Figure I-32) Total Number of Nights stayed (Japanese/International Travelers)

Source: Overnight Travel Statistics Survey (JTA)Note 1. Preliminary figures for 2019.Note 2. “3 major metropolitan areas” refers to eight prefectures: Tokyo, Kanagawa, Chiba,

Saitama, Aichi, Osaka, Kyoto, and Hyogo.“Regional areas” refers to all other prefectures.

10

Part I: Tourism Trends in Japan (Overnight Trips) (1)

5,580 6,223

01,0002,0003,0004,0005,0006,0007,0008,000

2018 2019

3 major metropolitan areas

(Year)

(10,000 guest nights)

3,848 3,921

0

1,000

2,000

3,000

4,000

5,000

2018 2019

Regional areas(10,000 guest nights)

(Year)

In 2019, the national average for room occupancy rates rose to 62.1%, increasing from 61.2% in 2018. In particular, the rates were high in Tokyo at 79.7%, and Osaka at 79.5%.

By accommodation type, the rates for “city hotel,” “business hotel” and ryokan were 79.4%, 75.4% and 39.5%, respectively.

(Figure I-35) Room Occupancy Rates

Source: Overnight Travel Statistics Survey (JTA)Note 1. Preliminary figures for 2019.

Source: Overnight Travel Statistics Survey (JTA)Note 1. Preliminary figures for 2019. 11

Part I: Tourism Trends in Japan (Overnight Trips) (2)

National average, 62.1%

Hokkaido, 65.0%

Miyagi, 57.5%

Tokyo, 79.7%

Ishikawa, 59.2%

Aichi, 68.8%

Osaka, 79.5%

Hiroshima, 69.3%

Kagawa, 59.3%

Fukuoka, 71.3%

Okinawa, 63.4%

40%

50%

60%

70%

80%

90%

2013 14 15 16 17 18 19 (Year)

75.7 77.3 79.2 78.7 79.5 80.2 79.4

69.5 72.1

74.2 74.4 75.3 75.5 75.4

55.2 57.4 60.3 59.7 60.5 61.2 62.1

52.3 54.0

56.0 56.9 57.5 58.3 58.6

33.4 35.2 37.0 37.1 37.5 38.8 39.5

20

30

40

50

60

70

80

90

2013 14 15 16 17 18 19

City hotel Business hotel Total Resort hotel Ryokan

(%)

(Year)

(Figure I-36) Room Occupancy Rates by Accommodation Type

In 2019, total number of stays of international visitors increased substantially in four regions: Tohoku (17.3%), Chubu (17.8%), Kinki (15.1%) and Shikoku (17.1%). In contrast, in Kyushu and Okinawa, the number dropped, mainly due to many South Koreans refraining from visiting Japan.

China ranked 1st in four regions (Hokkaido, Kanto, Chubu, and Kinki), South Korea in Kyushu, and Taiwan in five regions (Tohoku, Hokuriku-Shin’etsu, Chugoku, Shikoku, and Okinawa).

(Figure I-43)YoY Changes in Total Number of Nights Stayed

(Overall/International Visitors) in Japan by Region (2019)

(Figure I-44)Regional Breakdown of Total Number of Nights of International

Visitors' stayed by Country/Region (2019)

Source: Overnight Travel Statistics Survey (JTA)Note 1. Preliminary figures for 2019.Note 2. “Europe” refers to six countries: Germany, UK, France, Russia, Italy, and Spain.

Source: Overnight Travel Statistics Survey (JTA)Note 1. Final estimate figures for 2018 and preliminary figures for 2019.

12

Part I: Tourism Trends in Japan (Tourism Trends in Regional Areas)

4.5%

-1.3%-0.3% -1.1%

2.2%

6.6%

-1.3%

1.6%

-3.7%

0.9%2.7%

17.3%

7.0%

2.2%

17.8%15.1%

2.8%

17.1%

-6.6%

-3.1%

-10%

-5%

0%

5%

10%

15%

20%

Total number of guest nights Total number of guest nights of international visitors

YoY changes in average total number of guest nights of international visitors: +7.6%

YoY changes in average total number of guest nights +1.0%

[Part II] Responding to the Impact of COVID-19 and

Restarting Regional Revitalization through TourismImpact of COVID-19 on Tourism and the Countermeasures …….…………………………………………… 14

Japanese Domestic Travel Trends and Revitalization Strategies......………………………………………….20

Situation of International Visitors to Regional Areas………………………………..…………………………... 22

International Visitors coming to Japan to Watch 2019 Rugby World Cup Matches: Consumption and Visits to Regional Areas…………..…………..……………………………………………... .23

Encouraging Repeat Visitors from East Asia to Visit Regional Areas…………………………………………24

Attracting International Visitors to Regional Areas by Utilizing Local Characteristics……………………… 26

Popular Local Foods among International Visitors………...…………………………………………………… 28

Measures Taken by Ryokan which Succeeded in Raising Room Occupancy Rate by attracting International Visitors……………………..……………………………………………...….....……. 29

Jan.-Mar.1.15 trillion

yen


yen

1.08 trillion yen

4.51 trillion yen4.81 trillion yen

2012 2018 2019 2020

Jan.-Apr.10.98 million

people

8.36 million people

31.19 million people

31.88 million people

Jan.-Apr.3.94 million

people

2012 2018 2019 2020

April 2,900 peopleMarch194,000peopleFebruary 1,085,000 peopleJanuary 2,661,000 people

3.6

11.87.4

3.4

-41.6

-50.0

-40.0

-30.0

-20.0

-10.0

0.0

10.0

20.0

Jan-Mar Apr-Jun Jul-Sep Oct-Dec Jan-Mar

2019 2020

(%)

7.5 3.8 5.80.9 3.7 6.5 5.6

-2.25.2

-5.5-0.4 -4.0 -1.1

-58.3

-93.0-99.9

-100.0

-80.0

-60.0

-40.0

-20.0

0.0

20.0

Janu

ary

Febr

uary

Mar

ch

April

May

June July

Augu

st

Sept

embe

r

Oct

ober

Nov

embe

r

Dec

embe

r

Janu

ary

Febr

uary

Mar

ch

April

2019 2020

(%)

As a result of entry restrictions to control the COVID-19 outbreak, the number of international visitors to Japan in April 2020 plunged by 99.9% year on year to 2,900, and tourism consumption by international visitors for the January-March 2020 period decreased by 41.6%.

Part II: Impact of COVID-19 on Tourism and the Countermeasures (1)

(Figure II-1) Number of International Visitors to Japan and YoY Changes

(Figure II-2) Tourism Consumption by International Visitors to Japan and YoY Changes

14Source: Prepared by the JTA based on data from the JNTO on the number of international visitors to Japan and International Visitor Survey (JTA)

-2.8%

4.3%

-11.9%

10.4%

25.3%

19.9%

0.8%2.7%

8.7% 9.6%13.5%

7.0%

-2.6%

5.3%

-53.1%

Janu

ary

Febr

uary

Mar

ch

April

May

June July

Augu

st

Sept

embe

r

Oct

ober

Nov

embe

r

Dec

embe

r

Janu

ary

Febr

uary

Mar

ch

2019 2020

Japanese domestic tourism consumption was 786.4 billion yen in March 2020, decreasing by 53.1% from March 2019.

(Figure II-3) Japanese Domestic Tourism Consumption and YoY Changes

15Source: Prepared by the JTA based on data from National Tourism Survey (JTA)



yen

19.42 trillion yen20.48 trillion yen

21.93 trillion yen


yen

2012 2018 2019 2020

March 0.79 trillion yenFebruary1.23 trillion yenJanuary1.33 trillion yen

53.2

61.062.864.7

62.860.3

62.9

69.0

62.762.964.7

57.654.052.7

31.9

0

20

40

60

80

100

2019/1 2 3 4 5 6 7 8 9 10 11 12 2020/1 2 3

(%)

3.7 2.4

2.7

9.46.5 1.3

0.4-2.4 -1.5

-2.5 -1.7 -4.3

9.6

-6.0

-49.6

22.2

12.7

14.1

13.3 10.4 9.3

5.1 -1.71.7 8.8

1.0-3.3

16.9

-41.3

-85.9

-0.3 0.0

0.5

8.45.6

-0.5 -0.8 -2.5 -2.1-5.0 -2.2 -4.5

7.7

3.3

-41.8

-90

-80

-70

-60

-50

-40

-30

-20

-10

0

10

20

30

2019/1 2 3 4 5 6 7 8 9 10 11 12 2020/1 2 3

Total International visitor Japanese traveler

(%)

8.3 8.3 8.4 10.1 8.6 8.5 9.6 8.3 6.9 9.0 7.7 7.8 9.7 4.9 1.2

31.1 31.6 38.5 36.4 38.7

33.4 37.7

50.0

36.8 36.4 36.8 34.3 33.5 32.6

22.4

39.4 39.8

46.9 46.5 47.3

42.0

47.3

58.3

43.8 45.4 44.5

42.1 43.2

37.4

23.6

0

10

20

30

40

50

60

70

2019/1 2 3 4 5 6 7 8 9 10 11 12 2020/1 2 3

International visitors Japanese travelers

(million guest nights)

Total number of nights stayed in March 2020 was 23.61 million, declining by 49.6% from March 2019.Room occupancy rates plunged to 31.9% in March 2020.

(Figure II-4) Total Number of Nights Stayed

16

(Figure II-5) Room Occupancy Rates

Source: Prepared by the JTA based on data from Overnight Travel Statistics Survey (JTA)Note 1. Secondary Preliminary figures for January 2019 to February 2020; Primary Preliminary figures for March 2020.

(Figure II-4) YoY Changes in Total Number of Nights Stayed


51 operators47%51 operators

47%

7operators

6%

Employment Adjustment Subsidy

Received Considering application No plan to apply

61 operators55%34 operators

31%

15 operators14%

Financing Assistance(Safety net loan/guarantee, etc.)


According to surveys of accommodation services, the percentage of respondents reporting a 70% or more decline in the number of reservations received was 2% for February and 30% for March. The percentage jumped to 90% for April onwards, after the national state of emergency was declared.

About 50% of accommodation providers have already used government financial assistance programs, while about 40% plan to do so.

17

(Figure II-6) COVID-19 Impact on Accommodation Services

Source: Prepared by the JTA based on data from MLIT surveys (as of April 30, 2020)

Usage of Government Financial Assistance Programs


2%

27%

5%

21%

7%

17%

7%

12%

3%

2%

5%

21%

18%

7%

3%

9%

32%

4%

90%

95%

86%

27%

2%

0% 25% 50% 75% 100%

June(110 respondents)

May(111 respondents)

April(111 respondents)

March(111 respondents)

February(256 respondents)

YoY changes in total number of reservations received by accommodation services (estimates for May and June)

No decrease 0-10% decrease 10-20% decrease 20-30% decrease30-50% decrease 50-70% decrease 70-90% decrease

2%

32%

1%

17%

3%

14%

1%

9%

16%

2%

2%

2%

26%

16%

8%

3%

8%

26%

2%

90%

95%

90%

33%

2%

0% 25% 50% 75% 100%

June(111 respondents)

May(111 respondents)

April(111 respondents)

March(111 respondents)

February(255 respondents)

YoY changes in sales reported by accommodation services (estimates for May and June)

No decrease 0-10% decrease 10-20% decrease 20-30% decrease30-50% decrease 50-70% decrease 70-90% decrease

18operators

38%

22operators

47%

7operators

15%


Received Considering application No plan to apply(n=47 small/medium-sized agencies)

19operators

40%

24operators

51%

4operators

9%


Received Considering application No plan to apply 18

(Figure II-7) COVID-19 Impact on Travel Services

1,411 1,2861,657

1,2981,888

283

1,819

0

1,661

10

1,739

205

1,8421,748

2,047

1,745

2,552

656

2,321

65

2,519

103

2,274

437

133145

158

87

274

31

282

1

231

21

199

16

▲ 207 ▲ 732

▲ 3744▲ 4356 ▲ 4277

▲ 3554

0500

1,0001,5002,0002,5003,0003,5004,0004,5005,000

2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020

January February March April May June

Overseas travel by Japanese Domestic travel by Japanese Travel by international visitors

(n=47 small/medium-sized agencies)


The number of reservations handled by major travel agencies in April and May 2020 decreased by more than 90% year on year. In particular, that for Japanese overseas travelers and international visitors to Japan declined to zero in April.

The number of reservations handled by small and medium-sized travel agencies plunged by 88% in April and is expected to drop by a severer 91% in May.About 40% of these agencies have already used government financial assistance programs, while about 50% plan to do so.


(%)


Total revenue travel services recorded by major agencies (estimates for May and June 2020)

▲ 22▲ 14

▲ 67

▲ 51

▲ 85▲ 74

▲ 89 ▲ 88

▲ 100▲ 97 ▲ 100

▲ 88

▲ 99▲ 96 ▲ 91 ▲ 91

▲ 88▲ 81

▲ 92 ▲ 86-100

-80

-60

-40

-20

0

Overseas travel byJapanese

Domestic travel byJapanese

Travel by internationalvisitors

10 major agencies47 small/medium-sized

agencies

YoY changes in total number of reservations handled by travel agencies (estimates for May and June)

February March April May June

*Handle almost exclusively domestic travel by Japanese

35operators

55%

27operators

42%

2operators

3%



10operators

16%

27operators

42%

27operators

42%



2%

4%

45%

2%

3%

16%

3%

2%

10%

6%

14%

3%

2%

2%

8%

3%

3%

13%

14%

84%

92%

92%

77%

2%

0% 25% 50% 75% 100%

June

May

April

March

February

Charter bus transportation services revenue (YoY changes) (estimates for May and June)

No decrease 0-10% decrease 10-20% decrease 20-30% decrease

30-50% decrease 50-70% decrease 70-90% decrease

In the charter bus service sector, around 80% of operators faced a year-on-year decrease of 70% or more in transportation services revenue in March. This figure increased to 90% in April after the national state of emergency was declared, and is expected to remain at a severe level from May onwards.

The fleet utilization rate is expected to decline by 95% from May onwards.

19

(Figure II-8) COVID-19 Impact on Charter Bus Services

45.9 42.9 43.148.4

54.5

40.5

10.2 11.65.3 5.9

0.0

10.0

20.0

30.0

40.0

50.0

Year-on-year changes in fleet utilization rate (%) (estimates for May and June)

(ｎ=64）

Decreased 89%Decreased 89%

Decreased 73%




February March April May June

15.0 15.4 13.9 15.8 16.0 16.1 15.8 17.2

4.4 4.8 4.5

4.6 4.9 5.0 4.7 4.8 1.3 1.2

1.1

1.0 1.1 1.2 1.1 1.2

1.1 1.4

2.0

3.5 3.7 4.4 4.5

4.8

0

5

10

15

20

25

30

2012 13 14 15 16 17 18 19

Consumption by international visitors to Japan Domestic consumption by Japanese overseas travelersOne-day trip Overnight trip

(trillion yen)

(Year)

The first step to restarting regional revitalization through tourism will be to boost demand for Japanese domestic tourism as soon as possible once the COVID-19 situation begins to settle down.

Japanese domestic travelers account for more than 80% of Japan’s tourism consumption, and 60% is related to visits to regional areas.The percentage of Japanese below the age of 40 who have travel experience has been on the rise recently. This trend is particularly evident in those

below 20.

Part II: Japanese Domestic Travel Trends and Revitalization Strategies(1)

20

(Figure II-10) Domestic Tourism Consumption in Japan (Figure II-12) Percentage of Japanese with Domestic Overnight Travel Experience

Source: Prepared by the JTA based on data from National Tourism Survey (JTA)Note: “Regional areas” refers to prefectures excluding Saitama, Chiba, Tokyo, Kanagawa, Aichi, Kyoto, Osaka and Hyogo.

40%

45%

50%

55%

60%

65%

2012 2013 2014 2015 2016 2017 2018 2019

All ages Below 20 20s and 30s40s and 50s 60s and 70s

17,176

17,642

16,002

17,169

17,667

17,862

16,501

17,173

5.3 5.4

5.3

5.6

5.55.5

6.1 6.1

5

6

7

15,000

15,500

16,000

16,500

17,000

17,500

18,000

2012 2013 2014 2015 2016 2017 2018 2019

(10,000 yen/person)

Number of travelers Consumption per capita

(10,000 people)

34%

31%

27%

25%

16%

15%

Couldn’t take a vacation at desired period

Couldn’t take a vacation at the same time as the person I want to travel with

Economic reasons

No particular reason

To avoid crowds (because it was a high season)

Have a pet to take care of

Major factors inhibiting tourism are associated with the timing of taking holidays, which tend to be concentrated at certain periods of the year. Therefore, it is important to encourage dispersion of holidays.

The number of Japanese taking domestic overnight trips has not increased in recent years, while total consumption and per-capita consumption have been on the rise. It is important to offer value-added travel plans and services in the face of population decrease.

Part II: Japanese Domestic Travel Trends and Revitalization Strategies(2)

21

(Figure II-15) Domestic Tourism Consumption in Japan by Month (2019)

(Figure II-17)Number of Japanese Taking Domestic Overnight Trips and Per-capita Consumption

Source: Prepared by the JTA based on data from the JNTO, National Tourism Survey (JTA), International Visitor Survey (JTA), and 2019 Annual Report on the Tourism Trends Survey (JTBF)

(Figure II-14) Factors Inhibiting Tourism (2019)

1.5 1.3 1.8 1.9

2.6 1.8 1.8

3.2

2.1 1.7 1.8 1.8

0.4 0.4

0.4 0.4

0.4

0.4 0.5

0.4

0.3 0.4 0.4 0.4

1.9 1.7

2.2 2.3

3.0

2.3 2.2

3.6

2.4 2.1 2.2 2.1

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

January February March April May June July August September October November December

Japanese travelersInternational visitors

(trillion yen)

453 527 679

950 1,129

1,249 1,319 1,347

383 507

662

1,020

1,270

1,616

1,799 1,840

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2012 2013 2014 2015 2016 2017 2018 2019

3 major metropolitan areas only Visit to regional areas

758.3 billion yen

1,246.6 billion yen

2015 2019

1.6 times

Part II: Situation of International Visitors to Regional Areas

(Figure II-19) Number of International Visitors to Japan by Region and Their Tourism Consumption in Regional Areas(10,000 people)

Number of international visitors to regional areas in Japan has been increasing year by year, reporting 18.40 million in 2019. Regional areas have been a driving force of increase of the number of international visitors to Japan, particularly since 2016.

In 2019, inbound tourism consumption in regional areas increased 1.6 fold compared with 2015.

22Source: International Visitor Survey (JTA)Note: “Regional areas” refers to prefectures excluding Saitama, Chiba, Tokyo, Kanagawa, Aichi, Kyoto, Osaka and Hyogo.

1.9 times2.1 times1.9 times2.3 times

3.8 times

9.0 times

Hokkaido Iwate Shizuoka Fukuoka Kumamoto Oita

National average

1.33 times

Part II: International Visitors coming to Japan to Watch 2019 Rugby World Cup Matches: Consumption and Visits to Regional Areas

(Figure II-23) Per-Capita consumption by

International Visitors to RWC

Source: Prepared by the JTA based on data from the JNTO on the number of international visitors to Japan, International Visitor Survey (JTA), and Overnight Travel Statistics Survey (JTA)

Note 1. Major 2019 RWC-qualifying countries refer to the following seven countries: USA, Canada, UK, France, Russia, Australia and Italy.

Note 2. Created based on data from surveys of accommodation services with at least 10 employees.

Note 3. Preliminary figures for 2019.

(Figure II-27) Changes in Total Number of Nights International Visitors from Major 2019 RWC-qualifying Countries Stayed(September and October)

23

(Figure II-22)Change in Number of International

Visitors to Japan 2019 RWC-qualified Countries

The 2019 Rugby World Cup (RWC) provided a golden opportunity to attract international visitors, having a remarkable impact on local economies.

Total number of nights international visitors from major qualifying countries stayed in regional areas was significantly larger during RWC. Per-capita consumption of international visitors related to RWC was 2.4 times as large as that of other visitors who were not.

590 thousand

people

764 thousand

people

2018 2019

159thousand

yen/person

385 thousand

yen/person

Didn’t watch the

games

Watched the

games

5.2 5.8

10.1

14.8

13%

18%

12%

17%

0%0.0

1st time 10 times ormore


Taiwan China

Per-capita spending (thousand yen)

Purchase rate

2.7

4.0 3.6

5.3

9%

12%

4%

8%

0%0.0



Taiwan China

Per-capita spending (thousand yen)

Purchase rate

Fresh agricultural products Alcoholic beverages

(Figure II-34) Per-capita Spending and Purchase Rates by Item and by Number of Visits

Part II: Encouraging Repeat Visitors from East Asia to Visit Regional Areas (1)

(Figure II-31) Composition of Number of Repeat Visits by Country/Region

(Figure II-30) Percentage of Repeat Visitors to Japan by Country/Region

Source: International Visitor Survey (JTA)

About 60% of international visitors to Japan are repeat visitors, and more than 80% of such visitors are from four East Asian countries/regions. Among visitors from Hong Kong and Taiwan, the percentage of visitors who visited Japan at least 10 times is high, as opposed to visitors from China, where about half of visitors are first-time visitors.

Generally, per-capita consumption tends to grow as the number of repeat visits increases. Per-capita spending and purchase rates of local products, such as agricultural products and alcoholic beverages, by repeat visitors is high.

24

Taiwan24.6%

South Korea23.2%China

22.0%

Hong Kong12.8%

Other17.4%

6.3 7.0 10.1 11.6

13.6 15.6

19.6 23.0

First-time

visitor

Repeat

visitor

First-time

visitor

Repeat

visitor

First-time

visitor

Repeat

visitor

First-time

visitor

Repeat

visitor

South Korea Taiwan Hong Kong China

(10,000 yen/person)

(Figure II-33) Tourism Consumption Per Capita by Number of Visits

12.3% 14.4%24.1%

40.0%53.6%

66.2% 66.4%74.2%

58.0%66.2%

61.1%

53.2%40.2%

31.7% 29.9%23.6%29.7%

19.4% 14.7%6.8% 6.3% 2.1% 3.7% 2.2%

Hong Kong Taiwan South Korea SoutheastAsia

China Australia USA Europe

1st time 2-9 times 10 times or more

Number of repeat visitors: 14.2 millionShare of repeat visitors: 61.9%

75% 13% 12%

During their previous visit to Japan After their previous visit to Japan No particular time (regular visitors, etc.)

Part II: Encouraging Repeat Visitors from East Asia to Visit Regional Areas (2)

(Figure II-41) The Timing when International Visitors Became Interested in Visiting Japan Again

Source: Prepared by the JTA based on overseas survey results and “Tourism/Leisure Visitors” in International Visitor Survey 2019 (JTA)

In general, repeat visitors tend to travel to regional areas. In particular, many repeat visitors from Taiwan travel across Japan. In contrast, destinations chosen by visitors from China are relatively limited, but those visitors show a keen interest in traveling to new destinations in regional areas.

Many visitors begin to develop an interest in visiting Japan again while traveling in Japan. It is important to make visitors feel that Japan has more to offer during their travels.

25

(Figure II-35) Destinations Chosen by Number of Visits (Figure II-36) Comparison in Interest in Visiting New/Familiar DestinationsMore than 70% of repeat visitors from China shows their interest in visiting a new destination.

Sou

th K

ore

aT

aiw

an

Ch

ina

1st visit 2nd-9th visit 10th visit or more

38.3%

19.1%

46.0%

22.0%

48.0%

24.0%

36.4%

13.6%

62.0%

30.0%

72.0%

38.0%

53.1%

46.9%

72.0%

60.0%

76.0%

66.0%

New destination

Familiar destination

New destination

Familiar destination

New destination

Familiar destinationSouth

Kore

aTaiw

an

Chin

a

1st-time visitor 2nd-times to 5th-time visitor 6th-time or more visitor

Hokkaido

AomoriMiyagi

YamagataFukushima

Ibaraki

Gunma

Niigata

Ishikawa

Fukui

Yamanashi

Nagano

Gifu

Shizuoka

Nara

TottoriOkayamaHiroshima

Tokushima

Kagawa

Kochi

Fukuoka

Kumamoto

Oita

Miyazaki

Kagoshima

Okinawa

0

1

2

3

4

5

0 50 100 150 200 250 300 350

Number of visitors (10,000 people) →

Avera

ge n

um

ber

of guest

nig

hts

→

The size of each circle is correlated to consumption by international visitors to

the relevant prefecture.

Part II: Attracting International Visitors to Regional Areas by Utilizing Local Characteristics (1)

(Figure II-51) Statistics of International Visitors to Regional Areas: Average Number of Nights Stayed; Total Number of Visitors; and Consumption

The pattern of visit of international visitors to regional areas varies from prefecture to prefecture, as indicated by tourism consumption, the total number of international visitors and the average number of nights stayed.

It is important for each prefecture to develop strategies to increase the number of international visitors and nights stayed by utilizing specific local characteristics.

Note: “Regional areas” refers to prefectures excluding Saitama, Chiba, Tokyo, Kanagawa, Aichi, Kyoto, Osaka and Hyogo. 26

Hokkaido and Okinawa perform well in all three indicators. Nara boasts an outstanding number of visitors, which contributes to larger consumption within the prefecture.In Kagawa and Kagoshima, in comparison, the average number of nights stayed is relatively high, implying larger consumption within the prefectures.

Source: International Visitor Survey 2019 (JTA)

Kagawa1.2 billion yen

11%

Other1.5 billion yen

14%Tokyo

1.5 billion yen13%

Osaka1.8 billion yen

16%

Others3.8 billion yen

33%

Kochi1.5 billion yen

13%

Shikoku (excluding

Kochi)2.8 billion

yen25%

Outside Shikoku

7.0 billion yen62%

Kochi


15%

Other1.3 billion yen

6%Tokyo2.4 billion yen

12%


28%


27%

Ehime2.5 billion yen

12% Shikoku (excluding

Ehime)4.6 billion

yen21%

Outside Shikoku

14.1 billion yen67%

Ehime


15%Ehime

0.9 billion yen5%

Kochi0.8 billion yen

5%

Tokyo1.6 billion yen

9%


30%


25%

Tokushima1.9 billion yen

11%Shikoku

(excluding Tokushima)4.3 billion

yen25%

Outside Shikoku

10.9 billion yen64%

Tokushima

Tokyo8.7 billion yen

15%Kyoto5.1 billion yen

9%


24%


21%


25%

Shikoku (excluding Kagawa)

3.8 billion yen7%

Outside Shikoku

40.1 billion yen68%

Kagawa

16.0

8.3 8.0 7.76.8 6.5 6.0 5.8 5.7 5.6 5.6 5.5 5.4 5.0 4.9 4.7 4.7 4.6 4.6 4.5 4.5 4.4 4.3 4.2 4.0 3.9 3.9 3.8 3.8 3.7 3.6 3.5 3.5 3.5 3.4 3.3 3.2 3.0 3.0 2.8 2.8 2.7 2.5 2.4 2.3 2.1 2.1 1.8

Kaga

wa

Saga

Aom

ori

Oki

naw

a

Yam

agat

a

Iwat

e

Miy

agi

Oka

yam

a

Yam

anas

hi

Gifu

Osa

ka

Nag

ano

Fuku

shim

a

Shim

ane

Ishi

kaw

a

Akita

Shiz

uoka

Kago

shim

a

Niig

ata

Wak

ayam

a

Fuku

oka

Nar

a

Hok

kaid

o

Totto

ri

Mie

Nat

iona

l ave

rage

Gun

ma

Oita

Hyo

go

Fuku

i

Aich

i

Ehim

e

Shig

a

Kyot

o

Toya

ma

Hiro

shim

a

Kana

gaw

a

Toky

o

Toku

shim

a

Kum

amot

o

Toch

igi

Koch

i

Chi

ba

Saita

ma

Ibar

aki

Miy

azak

i

Yam

aguc

hi

Nag

asak

i

(times)

27

Kagawa ranks first in terms of the rate of the total number of guest nights of international visitors (16 fold, compared with 3.9 fold for national average, from 2012 to 2019). This is attributable to attractive tourism resources, such as unique art museums and scenic beauty, making Kagawa a popular choice as a main destination. Compared with other prefectures in the Shikoku region, consumption in Kagawa is notably large.

(Figure II-54) Tourism Consumption by International Visitors to Shikoku PrefecturesVisitors to Kagawa spent 14.6 billion yen within the prefecture, accounting for 25% of the total spending during their visit to Japan. This outstanding figure is attributable to the location’s attractive tourism resources that encourage many visitors to plan longer stay. On the other hand, the other three prefectures in Shikoku, receive a smaller amount (and percentage) of spending in each prefecture: 1.9 billion yen (11% of total) in Tokushima, 2.5 billion yen (12%) in Ehime, and 1.5 billion yen (13%) in Kochi.

Source: Overnight Travel Statistics Survey (JTA) and International Visitor Survey 2019 (JTA)

Part II: Attracting International Visitors to Regional Areas by Utilizing Local Characteristics (2)

(Figure II-52) Growth in Total Number of Nights of International Visitors’ Stays for Each Prefecture(2012-2019)

Meat 19.7% Seafood 18.6%Sushi18.5%

Other14.2% Ramen

9.9%Other19.0%[1] Mutton

barbecue[2] Pork rice bowl

[1] Crab[2] Seafood rice

bowl Soup curryHotel buffet

Meat 35.9% Sushi18.1%

Soba/udon9.1%

OtherJapanese cuisine

8.7%

Ramen8.7%

Other19.5%[1] Steak

[2] Beef Okinawa soba

Ramen30.5%

Meat 28.4% Seafood 12.8%

OtherJapanese cuisine

8.5%

Sushi6.4%

Other13.5%

[1] Yakiniku [2] Beef[3] Tonkatsu[4] Motsu/motsu nabe[5] Mizutaki

Meat 38.8% Sushi18.0%

Ramen17.7%

Seafood 8.2% Soba/

udon 6.1%

Other11.3%[1] Motsu/motsu nabe

[2] Hamburg steak

Grilled eelSashimiMentaiko

Seafood 27.7%Ramen21.8%

Confectioneries11.9%

Meat 10.9% Other

9.9%Other17.8%

[1] Crab[2] Sashimi[3] Seafood rice bowl[4] Sea urchin

YakinikuBeefMutton barbecue

Soup curry

Ice creamChocolateBiscuits/cookies

Meat 34.7%Ramen18.7%

OtherJapanese cuisine10.2%

Seafood 10.2%

Soba/udon 7.1%

Other19.0%

[1] Yakiniku[2] Beef[3] Ishigaki beef[4] Agu pork

Bitter gourdChanpurū Okinawa

soba

South Korea TaiwanHokkaido

Fukuoka

Okinawa

Hokkaido

Fukuoka

Okinawa

Part II: Popular Local Foods among International Visitors

(Column Figure II-7-5) Foods Most Enjoyed by International Visitors

Source: International Visitor Survey 2018 (JTA)

According to a survey of the most important leisure activity planned for the visit to Japan, the most common answer was “eating Japanese food,” chosen by 27.2% of the respondents. The survey showed that many visitors are satisfied with unique local food, which suggests that food has a potential to serve as a tourism resource.

28

Among South Korean visitors, various local specialty meat dishes are popular, such as mutton barbecue in Hokkaido, motsu (offal meat) dishes in Fukuoka, and steak in Okinawa. This suggests that food plays the role of conveying the diversity of local characteristics.

(Column Figure II-7-1) Activity Planned by International Visitors before visiting Japan27.2%

19.0%13.3%

8.4%8.4%

7.3%4.0%3.8%

3.6%4.9%

Japanese food/Japanese sakeBeautiful scenery/nature experience

ShoppingExperiencing Japanese culture

Hot spring bathTheme parks

Nature experience/outdoor activitiesGalleries, museums

Exploring downtown areasOthers

Room occupancy rates rose

38.8%Didn’t change

61.2%

69% (35%)

73% (31%)

70% (54%)

91% (38%)

86% (46%)

81% (50%)

67% (23%)

69% (42%)

80% (46%)

49% (96%)

55% (65%)

49% (92%)

31% (10%)

27% (7%)

30% (15%)

9% (2%)

14% (5%)

19% (7%)

33% (7%)

31% (12%)

20% (7%)

51% (63%)

45% (34%)

51% (61%)

Overseas advertising

Employment of overseas agent services

Employment of international staff

Foreign language training

Employment of staff with foreign language skills

Response to dietary habits

Accommodation service withdrawing from mealservice (to encourage dining out)

Redesign of guest rooms (western-style furnishing)

Renovation of the facility

Improvement of communication network (Wi-Finetwork, etc.)

Improvement of payment facilities

Multilingual service (website, signage, etc.)

Room occupancy rates rose Didn’t change

3.8%

9.4%

-5.9%

7.3%

-10%

0%

10%

20%

Changes in number of rooms offeredChanges in number of rooms used by international guestsChanges in number of rooms used by Japanese guests客室稼働率差

Room occupancy rates54.8% (2012) → 62.1% (2019) (+7.3%)

-5.4%

2.1%

7.3%4.0%

-20%

-10%

0%

10%

20%

Ryokan

35.5% (2012) → 39.5% (2019) (+4.0%)(Figure II-65) Impact of Measures on Room Occupancy Rates

Part II: Measures Taken by Ryokan which Succeeded in Raising Room Occupancy Rate by Attracting International Visitors

(Figure II-60/61) Analysis of Changes in Room Occupancy Rates(Changes between 2012 and 2019)

(Figure II-64)Effect of Growing Number of Inbound Visitors on

Ryokan’s Room Occupancy Rates

Note 1. Room occupancy rates = Number of rooms used / Total number of rooms offered; Total number of rooms offered = Number of rooms used / Room occupancy rates

Note 2. Please note that the number of rooms used is divided into Japanese and international guests simply in proportion to the percentage of the total number of guest nights for the two groups, which inevitably involves substantial statistical tolerance.

Note 3. It should be noted that an increase/decrease in the number of rooms offered can lower/raise room occupancy rates.Note 4. Preliminary figures for 2019.

Figures in parentheses indicate an introduction rate.

29Source: Prepared by the JTA based on Overnight Travel Statistics Survey (JTA) and other survey results

All Accommodation Types(Ryokan, hotels, etc.)

The growing number of international visitors to Japan leads to higher room occupancy rates of ryokan, but such effect is smaller than that the case of types of accommodation.

Among various measures taken by ryokan, particularly familiar options are facility renovation, employment of staff with foreign language skills, etc., which have proven effective in 80% of ryokan that have introduced these measures, though the rate of implementation is lower than that of multilingual services and improved communication environment, experienced the increase of room occupancy rates.

1. Environmental Development to Introduce Infrastructure that Makes Foreigners’ Stays Truly EnjoyableSpeedy development of multilingual service and Wi-Fi environment, etc.(Tourist destinations, local railways, cultural assets and national parks and farm stays)Improvement of MaaS and access of transportation to tourists destinations (buses, taxis, rental cars, etc.)Improvement of productivity to raise the profitability of Ryokan and hotels, as well as the employment of international staff, etc.Effective implementation of “Emergency plan to ensure the safety and security of international visitors to Japan” (September 2019), etc.

Part III: Measures Taken in FY2019

2. Development of New Regional Tourism Content (continued)Development of travel experience programs for cruise passengers to increase passenger satisfaction, and plans to refer cruise passengers to local commercial districtsNighttime leisure (nighttime events, nighttime transportation, etc.)Promotion of trains designated for tourism and train that allows cyclists to bring with their bikesPromotion of medical tourism, etc.

2. Development of New Regional Tourism ContentHolding “Japan Cultural Expo” across the country, exhibiting and utilizing national treasures and important cultural propertiesSetting up comfortable facilities in national and enhancement of nature experience programs Extending opening hours of public facilities and utilization of private-sector servicesDrastic expansion of exhibition spaces in Sannomaru Shozokan(Museum of the Imperial Collections)Redesigning the Tokyo National Museum and applying the result effect to other museums; expanding the exhibition of state-owned cultural properties in local museums in regions related to the propertiesDevelopment of Japanese traditional house and farmhouse establishment to offer appropriate farm stay experiences; enhancement of farming experience programsDevelopment of living history programs (that incorporate historical items, activities and information related to specific cultural properties)Castle stay, temple stay, glamping (deregulation, applying successful approaches to other locations)Revitalization of snow resort areas and Ryokan

3. Appropriate Role Sharing and Strengthening of Cooperation between the Japan National Tourism Organization and Regional Organizations (Local Governments and Destination Management/Marketing Organizations*)Clarifying the roles of local governments and destination management/marketing organizations (DMOs) Enhancement of systems for JNTO to serve as a center to disseminate tourist information and attractions of each region across the country to the worldEnhancement of digital marketing systems of JNTO to provide research results to relevant districtsFocus of global campaigns from Europe/USA/Australia to East Asia (China, South Korea, etc.)Development of new markets (the Middle East, Central and South America) to attract tourists from broader areas

4. Facilitation of Immigration Procedures, etc.Introduction of face authentication systems to accelerate immigration proceduresStrategic relaxation of visa regulations; expansion of duty-free shopIncreasing the number of flight departure/arrival slots (40,000 slots each in Haneda and Narita); completion of Naha Airport’s second runway; increasing direct international flights to/from regional airportsMeasures against over tourism

*DMO: Destination Management/Marketing Organization

30

〇Support to maintain employment and continue business

○ Subsidy program for sustaining businesses○ Raising payment limits for Employment Adjustment Subsidies; providing video instructions on application procedures, etc.〇 Financing support through expanding the framework for effectively interest-free and unsecured loans, and providing safety net

guarantees, etc.○ Deferral and reduction of fixed asset tax and other taxes and public dues○ Postponed payment and reduction of NHK fees

〇 Infrastructure development to prepare for a turnaround

○ Development of environment to ensure tourists’ safety , including supports to formulate appropriate guidelines in tourism industries

○ Dispatching advisors to accommodation facilities to help with applications for subsidy programs, formulation of renovation plans, etc. as well as dispatching licensed guide interpreters to provide language training to employees, etc.

○ Introducing preventive measures against COVID-19 to tourist facilities and improving tourist destinations and related transportation services to accept international visitors

○ Improvement of local tourism resources

〇Stimulating demand for Japanese domestic travel

○ “Go To Travel” Campaign that offers the following benefits:・ Discount on one-day trip plans in addition to overnight trips.・ Issue discount coupons that embrace a wide range of retailers from souvenir shops, restaurants, tourist facilities to

transportation and other services in regional areas○ Consideration of new styles of tourism in line with the New Lifestyle concept beyond COVID-19

〇Recovery of inbound travel

○ Joint advertising by JNTO and airline companies, etc.○ International promotion of Japan’s tourist destinations and attractions by JNTO, utilizing media advertising and other videos

and employing popular influencers

Part IV: Measures to be Taken in FY2020◆Countermeasures against COVID-19 in the Field of Tourism

◆Strategies beyond COVID-19Aiming to realize the tourism-oriented country vision, improvement of the environment to accept international visitors and enhancement of local tourism resources will be implemented in FY2020.

Due to the impact of the COVID-19 outbreak, the number of international visitors from around the world has significantly decreased. Domestic tourism demand has also plunged as a result of consumers staying home as requested by the government, refraining from booking, cancelation of booked trips, etc.This has severely affected a number of related industries, not only travel services, accommodation services, but also regional transportation services, restaurants and merchandisers in regional areas.In order to address this situation and achieve a future recovery of the tourism industry, support measures will be implemented with a focus on the following three areas: 1.)prevent the spread of infection and put an end to the outbreak as soon as possible; 2.) providing support to maintain employment and continue business running and develop infrastructure to prepare for a post-crisis turnaround; and 3.) execute a strong domestic demand stimulus package when the crisis has settled down.The condition of recovery from the crisis will be carefully assessed for each country/region. Activities to attract tourists will be resumed from where possible to recover inbound tourism demand, thus getting the industry back on track and realize the Tourism-oriented Country vision―initiative to revitalize local economy centering on tourism throughout the country.

〇 A help desk will be installed in each district transport bureau to receive requests from local tourism-related business operators and provide tailored responses.

31

Documents

Japan Tourism Agency June 2020 - mlit.go.jp