Section 2 Current status of tourism and future challenges for enhancing value added Table II Ranking of the number of foreign tourists (2014)

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1 Section 2 Current status of tourism and future challenges for enhancing value added As a result of economic growth in China and other emerging countries, the number of foreign travelers is increasing around the world. In order to attract the increasing flow of tourists and stimulate tourism consumption, countries are implementing various measures. For example, Thailand increased its tourism revenue five-fold over a period of around 10 years by implementing tourism promotion and various other measures. On the other hand, although the number of tourists to Japan has risen steeply in recent years, the country was ranked 22nd in the world (2014) in in terms of the number of foreign tourists received (Table II-2-2-1). Table II Ranking of the number of foreign tourists (2014) 1st France 83,770,000 2nd US 75,010,000 3rd Spain 65,000,000 4th China 55,620,000 5th Italy 48,580,000 14th Thailand 24,810,000 22nd Japan 13,410,000 Note 1: Tourists who visit these countries for a purpose other than sightseeing are also included. Note 2: The number of tourists to Japan in 2015 is 19,740,0000. Source: World Bank In this section, we will explain the current status of and challenges for tourism in Japan and describe the direction of measures that should be taken in order to spread economic benefits to the tourism industry based on comparison with tourism measures implemented by France, which attracts the largest number of tourists in the world, and Thailand, which is second only to China in terms of tourism revenue in Asia. 1. Global tourism trends and the current status of tourism in Japan (1) Rising number of tourists around the world As a result of economic growth in emerging countries, among other factors, the number of tourists around the world has been increasing by slightly less than 50 million annually, surpassing 1,180 million in 2015 (Figure II-2-2-2). The number of foreign visitors to Japan also increased to million in 2015, almost tripling from 6.73 million in 2006, due to the effects of the easing of visas for tourists from Thailand, Malaysia and Indonesia and the yen s weakening in recent years. The growth rate of the number of foreign tourists to Japan, which was about 10% around 2005 compared with the previous year, increased to 47% in In particular, the growth in the number of tourists from Asian countries was steep, with the number of tourists from China recoding the highest growth rate ever (107% compared with the previous year). Other countries have also been recording growth in terms of the 441

2 Number of tourists (million) number of tourists received and tourism revenue. In particular, the United States, which earns the largest tourism revenue in the world, saw its tourism revenue double over the 10-year period between 2003 (101.5 billion dollars) and 2013 (214.8 billion dollars). Thailand s tourism revenue grew by about fivefold over the 10-year period. In the case of France, the annual number of tourists received is larger than its population size (FigureII-2-2-3). Tourism has thus become an important industry for many countries. Figure II Changes in the number of tourists around the world World Japan (right axis) Source: World Tourism Organization (UNWTO) and Japan National Tourism Organization Figure II Changes in the number of tourists and tourism revenue in various countries ( ) 442

3 Note: As for Japan, the period is extended to 2015, using the Balance of Payments and population projections by the Ministry of Internal Affairs and Communications. Source: World Bank Database (2) Current status of the balance relating to travel in Japan As the number of arrivals in Japan was far smaller than the number of departures from the country until around 2003, Japan s balance relating to travel remained in deficit for decades. However, in recent years, the number of departures has remained flat, whereas the number of arrivals has increased significantly (Figure II-2-2-4), and consequently, the value of travel service receipts exceeded the value of travel service payments in 2015, returning Japan s balance relating to travel to a surplus for the first time in 53 years (Figure II-2-2-5). Figure II Changes in the number of arrivals and departures in Japan (10,000) 2,500 2,000 1,500 1, Number of arrivals Number of departures Source: "Number of Foreign Visitors" (Japan National Tourism Organization) 443

4 Figure II Changes in Japan s balance relating to travel (ratio to GDP) (%) Travel service receipts Travel service payments Source: "Balance of Payments" (Bank of Japan ) and "GDP Statistics" (Cabinet Office) Meanwhile, Japan s payments relating to travel have been declining year after year, indicating a downtrend in consumption abroad by Japanese tourists. The number of departures from Japan has remained almost flat compared with the number in As for the trend in Japan s tourism revenue in terms of contribution by region, revenue from China and revenue from Asia excluding China have grown rapidly since 2013 (Figure II-2-2-6). Regarding both of these regions, Japan s receipts relating to travel have increased steeply while payments have decreased. As for the balance with the United States and Europe, Japan s receipts have remained flat while payments have decreased, resulting in a decrease in the deficit (Figure II-2-2-7). On the other hand, the decrease in payments means that the number of Japanese tourists to the United States and Europe has declined. From the viewpoint of people-to-people exchange, it is important to increase payments as well in the future. Figure II Changes in the balance relating to travel (ratio to GDP) by region 0.3 (%) EU China US Asia (excluding China) Source: "Balance of Payments" (Bank of Japan ) and "GDP Statistics" (Cabinet Office) 444

5 Figure II Changes in travel service receipts and payments (ratio to GDP) by region (%) China (%) Asia (excluding China) Travel service receipts Travel service payments Travel service receipts Travel service payments (%) US (%) EU Travel service receipts Travel service payments Travel service receipts Travel service payments 2.Initiatives to spread the benefits of the increase in tourists to local industries (1) Resourceful measures to broaden the scope of tourism in France It is important not only to increase the number of tourists but also to spread the benefits of consumption by tourists to local industries. In this paragraph, we will look at examples of initiatives to promote the spread of the benefits of tourism to local industries in France and consider suggestions for Japan. France is conducting various analyses and promotional activities concerning tourism. Here, we will focus on experience-based tourism, which is a factor of France s success in promoting tourism. In France, 445

6 regions are implementing various experience-based tourism programs (Figure II-2-2-8) in order to encourage tourists to make repeat visits by taking advantage of their respective specialty products. Figure II Examples of experience-based tourism programs in France Bordeaux: Wine 1 The downtown of Bordeaux has been renovated and upgraded. The City of Bordeaux has globally promoted itself as a town of wine, opening a wine museum in 2009 along with brand new restaurants and shops. Caudalie is a popular cosmetic brand that provides products made from byproducts of wine. The store also has a spa facility called Caudalie Vinothérapie Spa, which is leading to longer stays by tourists. Cognac: Cognac (brandy) 2 Visitors can buy cognac and designate its composition to their taste. Toulouse: Indigo dye and beauty 3 products Toulouse used to be a producing region of indigo dye but the industry declined over time. The houses of dyers have become the town s tourism resources. Beauty products made from pastel are used at hotels and are selling successfully. Grasse: Perfumes 4 Grasse is known for perfumes. Visitors can create an original beauty cream to their taste. Source: Survey on the Influence of the Rise of Innovative Industries on Trade and Investment Patterns around the World (Accenture) The Beaujolais region, which is known for the Beaujolais Nouveau wine, has stimulated consumers interest and attracted tourists by promoting its wine based on the narrative of the new wine being released at midnight on the third Thursday of each November. At the same time, the region is encouraging tourists to make repeat visits through experience-based tourism. The annual Sarmentelles festival, which is held to coincide with the release of the Beaujolais wine, is a popular event that attracts Beaujolais wine enthusiasts from countries around the world. In addition, the French government has introduced a system to accredit wine cellars as wine tourism destinations where wine tasting and grapeharvesting experiences are offered. In the Beaujolais region, nearly 200 wine cellars have been accredited under this system. Partly as a result of such public relations activities targeted at foreign tourists, around 45% of the Beaujolais Nouveau wine are exported (Figure II-2-2-9). As an example of initiatives other than experience-based tourism, the city of Bordeaux, known as a producing region of luxury wine, renovated its downtown area and opened the Wine and Trade Museum, which was converted from a wine cellar in 2009, in order to attract foreign tourists. As a result, the number of 446

7 tourists to the Gironde department, where Bordeaux is located, has been trending upward since 2009 (Figure II ). Meanwhile, the French city of Lyon, focusing on the correlation between tourism and inward foreign direct investment, established an organization called ONLY LYON through which it is implementing centralized promotional campaigns in order to attract tourists, foreign direct investment and foreign students. ONLY LYON is implementing campaigns aimed at target cities common to these three areas and is promoting press relations and the ambassador system. In 2014, ONLY LYON s website achieved 58.5 million page views as it attracted intense attention. In 2014, the number of inward foreign direct investment projects increased 16% and the number of foreign tourists rose 15% compared with 2008, when ONLY LYON was established (Figure II ). Figure II Volume of shipments of Beaujolais Nouveau wine to countries Note: The unit is 100 litters. Source: Website of Inter Beaujolais Figure II (10,000) 40 Number of tourists to the Gironde department Source: DGE France

8 Figure II Initiatives by ONLY LYON and the results Source: Material based on interviews, Aderly Annual Report and the National Institute of Statistics and Economic Studies (France) As indicated in the above cases, Japan may also be able to spread the benefits of tourism to local economies if experience-based tourism and other initiatives are implemented at the regional level. (2) Direction of initiatives to be implemented at the national and regional level It has been reported that a rise in the number of tourists leads to an increase in inward direct investments not only in tourism-related industries but also in other industries 59. Therefore, it is important to coordinate activities to promote tourism and attract inward foreign direct investments in addition to increasing the number of tourists. For example, in France, efforts are being made to produce synergy effects by implementing measures to promote foreign direct investments and tourism through a single organization, as in the case of ONLY Lyon that was mentioned above. It has also been reported that tourism has a positive correlation not only with inward foreign direct investment but also with exports of local specialty products 60. On the other hand, the degree of such correlation may change depending on measures implemented by national governments, among other factors. Although Okinawa Prefecture is promoting tourism and local products in a coordinated manner, initiatives like this are limited to some regions. In the future, it will be important to increase such regional initiatives. 3. Creation of tourism with high value added It has been pointed out that major cultural heritage sites in Japan tend to charge low entry fees 59 Akinori, T. (2016). 60 François, V. (2011). 448

9 compared with their counterparts in Europe and elsewhere (Figure II ), with the result that they are failing to provide services with high value added. Therefore, it is necessary to further attract tourists by improving the quality of such sites as tourism contents through the enhancement of easy-tounderstand, multi-lingual information and promotion of the use of such sites as boarding facilities and unique venues 61 for tourism. In the case of tourists to Japan, after their first visit to the country, their focus of expectations tend to shift from shopping to other activities such as cherry-blossom viewing, skiing, visiting hot spring spas and having cultural experiences (Figure II ). In order to develop the capacity to satisfy demand for such activities, it is an urgent task to promote experience-based tourism with high value added. In addition, given the shortage of luxury boarding and resort facilities for accommodating wealthy travelers, it is important to develop such facilities. Figure II Comparison of entry fees at major cultural heritage sites in Japan and Europe 5000 (Yen) Source: Material provided at the meeting of the Financial System Subcommittee, Ministry of Finance (April 7, 2016) 61 Unique venues are historical buildings, public spaces and other sites that may demonstrate uniqueness and local features when used as places of events such as conferences and receptions. 449

10 Figure II Changes in tourists expectations before and after their visits to Japan and distribution of the number of visits to Japan Note 1: The colors are changed for the 5 items with the largest gaps between the number of tourists who chose the item as a thing that they wish to try the next time they come to Japan and the number of tourists who chose the item as what they expected before their first visit to Japan. Note 2: Results of the counting of responses from tourists who answered their purpose of visit to Japan was sightseeing and leisure Source: Consumption Trend Survey for Foreigners Visiting Japan (annual values as of 2015) 4. Challenges for tourism in Japan and governmental initiatives (1) Analysis of tourists from various countries While the number of tourists to Japan has recorded the highest-ever growth recently, most of the tourists come from Asian countries. In 2015, tourists from East Asia and Southeast Asia accounted for more than 80% of the total number of tourists to Japan. Meanwhile, shopping accounts for a large portion of the consumption by tourists to Japan, and in the case of Chinese tourists, who form the largest group of tourists to Japan by nationality, the share of shopping in their consumption in Japan came to 57.1% in 2015 (Figures II and II ). Although bakugai, or binge shopping, by Chinese tourists, is generating huge revenue for Japan, it is partly a result of the yen s weakening, so such shopping activity may change depending on future exchange rate fluctuations (Figure II ). Another notable feature is the small number of tourists from the United States and European countries. Tourists from the United States and European countries tend to spend more on consumption per capita and stay longer (Figure II ). However, compared with other Asian countries such as Thailand and China, Japan is attracting relatively few tourists from the United Kingdom, for example (Figure II ). 450

11 Figure II (Million) Composition of foreign tourists to Japan by nationality 100% 4 3 Share of the accumulated number in the total number of tourists (right axis) 80% 60% 2 40% 1 20% 0 0% Source: Monthly Number of Foreign Visitors to Japan by Nationality (JNTO) Figure II Consumption per capita by Chinese tourists by item Source: Consumption Trend Survey for Foreigners Visiting Japan 2015, Number of Foreign Visitors to Japan 2015 and Action Plan (Japan Tourism Agency) 451

12 1-Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May-2016 Figure II Recent exchange rates of China Yuan Renminbi to Japan Yen (JPY) Appreciation of renminbi (weak yen) Depreciation of renminbi (strong yen) Source: Thomson Reuters EIKON Figure II Length of stay of foreign visitors to Japan by nationality and their consumption per capita Length of stay of foreign visitors to Japan by nationality Germany France Spain Australia India Italy Russia Canada UK Philippines US Singapore Indonesia Vietnam Malaysia Thailand China Hong Kong Taiwan ROK Regions other than Asia Asia (Days) Consumption per capita by foreign visitors to Japan by nationality China Germany Australia UK Italy France Vietnam Spain Russia Singapore Canada US Indonesia Hong Kong Malaysia Thailand Philippines Taiwan India ROK Regions other than Asia Asia (10,000 yen) 452

13 Results of the counting of responses from tourists who answered their purpose of visit to Japan was sightseeing and leisure Source: "Consumption Trend Survey for Foreigners Visiting Japan 2015" (Japan Tourism Agency) Figure II Comparison of the number of tourists from the United Kingdom to major Asian countries (2014) Note: Due to data restrictions, only the number of tourists from the United Kingdom, among other European countries, is compared. Source: United Kingdom Office for National Statistics Here, we will analyze whether the recent rise in the number of tourists to Japan is due to an increase in people who select specifically Japan as a foreign travel destination or an increase in the frequency of travel per person by looking at the share of tourists to Japan in the total number of departures (Japan selection rate) and the annual frequency of foreign travel (foreign travel frequency) on a country-bycountry basis. First, in the case of Chinese tourists, who form the largest group of tourists to Japan by nationality, the Japan selection rate has remained flat, while the foreign travel frequency has increased (Figure II ). In other words, the number of Chinese tourists to Japan has been increasing mainly because the number of Chinese people who travel abroad in general has been rising because of increased economic affluence in China, among other factors. The Japan selection rate has also stayed flat in the United States, Singapore and Indonesia. In contrast, the Japan selection rate has been rising in Thailand, Hong Kong and Taiwan, suggesting that the number of tourists from these countries has been increasing because of such factors as the effects of currency exchange movements and Japan s increased attractiveness as a tourism site. 453

14 Figure II Japan selection rate and annual frequency of foreign travel among tourists to Japan Generally speaking, most countries are experiencing an increase in the number of tourists from neighboring countries. Accordingly, in Japan, the shares of tourists from China and other Asian countries are growing. In addition, as the increase in the number of tourists is mainly due to a higher frequency of foreign travel caused by increased economic affluence in the neighboring Asian countries, Japan may be able to expect a further increase in tourists by increasing the Japan section rate through the enhancement of its attractiveness as a tourism site (Figure II ). Figure II Japan selection rate in various countries (2014) Source: Data by JNTO, etc. 454

15 (2) Challenges for tourism in Japan Here, we will consider challenges that Japan s tourism industry must overcome in order to raise the Japan selection rate. First, the small number of European tourists to Japan can be pointed out as one of the serious challenges for tourism in Japan. The number of European tourists to Japan is a sixth as large as the number of tourists to Thailand, another Asian country (Figure II ). In order to attract tourists from developed countries, Thailand is improving the environment for MICE (meetings, incentive travel, conventions and exhibitions/events) attraction by providing financial support, allocating security guards for important persons from abroad and providing airport shuttle service, and these efforts may be having a significant impact on tourism in the country. Figure II Ratio of tourists to Japan and Thailand from various regions (2014) (%) Europe Asia US Total Japan Thailand Source: World Bank Database, Japan National Tourism Organization and material by Thailand Ministry of Tourism and Sports As shown by the setting of targets not only for the number of tourists but also for the number of repeat visitors under the Tourism Vision, it is necessary to increase the number of repeat visitors to Japan in the long term. In recent years, the number of tourists to Japan, mainly from China and other Asian countries, has increased significantly, with many tourists visiting Japan for the first time. Reflecting this fact, the repeat visit rate among visitors from neighboring countries other than Hong Kong, Taiwan, the ROK, Singapore and Thailand is lower than 50% (Figure II ). However, it may be said that there is room for a further increase in the number of repeat visitors and the number of tourists to Japan in the long term. Among repeat visitors to Japan, the percentage of tourists who are willing to visit local regions other than standard sightseeing spots is higher than among first-time visitors (Figure II ). Therefore, it is important to successfully encourage repeat visitors to Japan to visit local regions. 455

16 Hong Kong Taiwan Singapore Thailand ROK Russia Indonesia Philippines Malaysia US Australia Germany Canada France China Vietnam Others UK Italy India Spain Figure II (%) Ratio of repeat visitors to Japan (tourists coming to Japan for sightseeing and leisure purposes) (2015) Source: Consumption Trend Survey for Foreigners Visiting Japan 2015 (Japan Tourism Agency) Figure II Changes in the percentage of tourists who are willing to visit Tokyo and local regions Note: The golden route refers to a popular travel route in Japan that connects Tokyo and Osaka (Tokyo, Mt. Fuji, Hakone, Nagoya, Kyoto and Osaka are included) (confirmed based on material by DBJ and JTBF). Source: Consumption Trend Survey for Foreigners Visiting Japan 2014 (Japan Tourism Agency) and Survey on the Interests of Foreign Tourists to Japan from Eight Regions in Asia (DBJ and JTBF) 456

17 From the viewpoint of encouraging tourists to local regions, 78% of tourists to Japan visit the prefectures in the top 20% (eight prefectures) of the tourist destination ranking, which means that few economic benefits of tourism are spreading to local regions (Figure II ). On the other hand, in the case of France, although Paris is outstanding in terms of the number of tourists received, tourists are also distributed across other regions. By region, the concentration ratio of foreign tourists visiting the regions in the top 20% is 61% (Figure II ). A simple comparison between Japan and France is not possible because unlike Japan, the whole of France is connected by land, but it may be said that encouraging tourists to visit local regions is a challenge for Japan. Figure II Accumulated number of foreign visitors staying in each prefecture and concentration in prefectures in the top 20% Note: Prefectures marked with are located on the golden route. The golden route includes Chiba, Tokyo, Kanagawa, Shizuoka, Aichi, Kyoto and Osaka (confirmed based on the Tourism Nation Promotion Basic Plan ). Source: Overnight Travel Statistics Survey (Japan Tourism Agency) 457

18 Figure II Accumulated number of foreign visitors staying in each region and concentration in regions in the top 20% Source: 4 pages on DGE (DGE France) Another challenge is the small value of consumption of tourism-related services such as tour guide services. The value of consumption of cultural services, including performance arts, in Japan is about a fifth as large as the value in France, indicating the possibility that Japan is failing to induce consumption by tourists interested in Japanese culture (Figure II ). Other countries are striving to secure the quality of tourism resources and enhance services in exchange for charging fees equivalent to thousands of yen. However, in Japan, many famous temples, for example, do not collect fees from visitors, resulting in a lack of sufficient financial resources for securing their quality. In Japan as well, to improve the environment to better satisfy tourists it is necessary to charge fees on tourism resources, for example. Figure II Comparison of tourism consumption in Japan and France and interests of foreign visitors to Japan 458

19 Source: Tourism Satellite Account (GDE France) and Tourism Satellite Account (Japan Tourism Agency) (The exchange rate is yen to the euro. Based on Yearly- Average TTS (Mitsubishi UFJ Research and Consulting)) (3) Initiatives conducted by the government and Japanese companies to tackle challenges (A) Initiatives conducted by the government In view of the fact that the target number of 20 million foreign visitors to Japan per year has come within reach, the government established the Council for the Development of a Tourism Vision to Support the Future of Japan on November 9 last year in order to set new targets for the next stage and consider measures to achieve them. After vigorous debates among experts and relevant ministries and agencies, on March 30 this year, new government targets, such as 40 million foreign visitors to Japan and tourist consumption worth 8 trillion yen in 2020, were set Specific initiatives focusing on enhancing tourism resources, strengthening the tourist industry s competitiveness and improving the travel environment were adopted (Figure II ). Figure II Outline of the measures under the Tourism Vision to Support the Future of Japan Vision 1 Maximizing the attractiveness of tourism resources toward making tourism the base of regional revitalization Allowing domestic and foreign tourists entry to attractive public facilities Opening state guest houses in Akasaka and Kyoto to the world in a generous manner Shifting the use of cultural properties from an emphasis on preservation to an emphasis on their appreciation and active use by tourists Establishing 200 tourist attractions centered on cultural assets across Japan by Carrying out 1000 projects, including those for multilingualization. Providing intensive support Upgrading the current national parks into world-class national parks With the power of the private sector, upgrading five parks across Japan to a space for experience utilizing the site by 2020 Making landscape plans for major tourism sites toward achieving beautiful townscapes In principle, all prefectures and half of municipalities will formulae a landscape plan by 2020 Vision 2 Innovate tourism industry, boost its international competitiveness, develop it into Japan s key industry Review old regulations, develop the tourism industry into one which respect productivity Promotion and support through a comprehensive policy package, which includes the fundamental review of regulations and systems that have been in force for over 60 years, development of human resources for top-level business management, introduction of rules for homestay, and improvement of productivity of the accommodation industry. Develop new markets, realize both longterm stays & expansion of consumer consumption Promotional activities targeted at tourists from Europe, the US and Australia, and wealthy people and strategic easing of visas. Fundamental improvement of the system to support invitation and holding of MICEs. Improving the environment to accept business jets in the Tokyo metropolitan area Regenerate & revitalize deadbeat hot-spring districts & local towns with future-oriented management Establishing 100 world-class DMOs across Japan by 2020 Achieving stable and continuous city development based on tourism by maximizing the power of the private sector through the fund for the revitalization and activation of tourist sites and easing of regulations. Vision 3 Creating a tourism environment where every visitor can travel comfortably without any stress Greatly improving tourism s hard and soft infrastructure so that tourists can enjoy the most pleasant accommodation environment in the world Drastically changing what immigration looks like by utilizing technologies of the world s top level Establishing a stress-free telecommunication and transportation environment Realizing cashless tourism Completing regional revitalization corridors towards realizing comfortable travel to every corner of Japan Making Japan Rail Pass available for purchase after arrival in Japan Reinforcing transportation to access tourist sites in coordination with the opening of Shinkansen bullet trains and airport concession management Reforming the system of work days and days off towards realizing a more vibrant society Improving the ratio of the use of annual paid leave to 70% by 2020 Introducing a system to make it easier for family members to take leave and leveling tourism demand by distributing holidays 459

20 Source: Material provided at a meeting of the Council for the Development of a Tourism Vision to Support the Future of Japan In order to invigorate local industries, it is also important to provide foreign visitors with opportunities to experience local traditions and culture and promote exports of local craftworks. The Tourism Vision to Support the Future of Japan, which was adopted on March 30, calls for such measures as implementing a promotional strategy under which influential opinion leaders from the United States, Europe and Australia and employees of publishers of foreign travel magazines targeted at wealthy people and travel companies will be invited to Japan in order to have them experience Japanese traditions and culture and encourage them to disseminate information abroad as part of the Visit Japan Campaign. Regarding exports of local products, the Tourism Vision aims to increase the number of producing regions of traditional craftworks well prepared to receive foreign visitors to more than 100. In the future, the environment to receive foreign visitors will be further improved. (A) Initiatives conducted by Japanese companies Regarding initiatives conducted by Japanese companies, many companies have recently introduced free-of-charge public wireless LAN and foreign-language menus, for example. In the long term, many companies intend to employ foreign workers and develop products targeted at foreign markets (Figure II ). Most companies are facing a shortage of foreign workers capable of handling foreign visitors to Japan (Figure II ). Figure II Companies' initiatives to create opportunities for business with foreign tourists Creating menus and instructions in foreign languages for existing products and services Promoting products and services on websites in foreign languages Developing free public wireless LAN Developing online reservation and credit card payment systems Promoting products and services on SNS and blogs Building partnership with governmental agencies, local community and other companies Securing human resources with high foreign language proficiency Developing new products and services for foreign tourists Launching duty-free sales Training employees on foreign cultures and languages Future (n=298) Present (n=295) 460

21 Source: Questionnaire Survey on the Growth and Investment Activities of Small and Medium-sized Companies (Teikoku Databank) Figure II Foreign workers capable of handling foreign visitors to Japan (n=1893) Companies with foreign workers who are proficient in Japanese or have international sensibility 3% Companies with other types of foreign workers 1% Companies without any such workers 96% Source: Questionnaire Survey on the Growth and Investment Activities of Small and Medium-sized Companies (Teikoku Databank) In addition to utilizing foreign workers, it is also important to develop and enhance human resources in the tourism industry, from top-level managers to rank-and file workers capable of making immediate contributions. The Tourism Vision set the policy of developing and enhancing such human resources to support the tourism industry and formulating measures to expand the supply of licensed guides for foreign tourists. Employing workers capable of providing tourism-related services may become an important factor for companies trying to capture tourism demand. (4) Initiatives conducted by Thailand to increase the number of foreign tourists Thailand, which has attractive tourism resources, including cultural heritage sites and tourist beaches, is conducting initiatives to increase the number of foreign tourists by making effective use of the resources through promotional activities and the improvement of the environment to receive tourists (Figure II ). In addition, resorts for wealthy people, including luxury hotels, are well developed in Thailand. Looking at the ratio of tourism revenue (exports of travel services) to GDP in Thailand, it is clear that tourism is an important industry for Thailand (Figure II ). 461

22 Thailand Turkey South Africa Australia Italy France UK ROK Mexico Indonesia Germany Saudi Arabia US Canada India Argentina Russia China Japan Brazil Global total 2.7% 2.2% 2.1% 2.0% 1.6% 1.3% 1.3% 1.2% 1.1% 1.1% 1.0% 1.0% 1.0% 0.9% 0.6% 0.5% 0.4% 0.3% 1.6% 3.7% 9.5% Figure II Thai government s initiatives on tourism Source: Websites of the Thailand Film Office and the Department of Tourism of Thailand and various press releases Figure II Ratio of exports of travel services to GDP (2014) 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% Source: WTO Statistics and United Nations National Accounts Aggregates Here, we will look at tourism-related measures implemented by Thailand and the current status of the country s tourism industry as a reference for tourism-related measures that may be adopted by Japan. First, Thailand determines its promotional strategy in consideration of which countries are possible competitors as tourist destinations and the tourism market conditions. Via Facebook, Thailand successfully appeals to tourists in various markets by not only using different languages but also varying 462

23 the contents of the information depending on whether the information is targeted at tourists from Japan or tourists from the United States and Europe. Moreover, video information used for advertising is placed under the jurisdiction of the film bureau of the Tourism Authority in order to secure high quality. As for the improvement of the environment to receive foreign tourists, Thailand is improving the environment to provide services in English. For example, regarding healthcare tourism, doctors usually have English proficiency as they receive medical training through English-language teaching materials. In addition, healthcare staff members are granted bonuses in accordance with their TOEFL scores. Also, users can receive translation services without paying additional fees. As a result, there is an environment that enables foreign visitors to feel at ease when receiving healthcare services. Furthermore, Thailand provides foreign honeymoon package providers with online training programs concerning the contents of honeymoon packages available in Thailand. Regarding MICE, Thailand disseminates MICE-related information and provides incentives, mainly through a public corporation called the Thailand Convention and Exhibition Bureau (TCEB) which was established in As a result, MICE-related tourism revenue has grown considerably (Figure II ). With an annual budget quota equivalent to around 2 billion yen (2012) for MICE attraction, the TCEB designs menus of financial support measures tailored to individual markets. For example, concerning the Japanese market, the TCEB introduced a meeting bonus program, which provides meeting incentive subsidies for groups of more than 200 people that stay in Thailand for at least three nights. In addition to financial incentives, the TCEB provides a broad range of services, including airport shuttle service, allocation of security guards for important persons from abroad, liaison with company and government officials, assistance for event planning and arrangement of visits to industrial regions in Thailand for business matching. Figure II Growth and breakdown of MICE-related tourism revenue Source: Material provided at the Inbound MICE Practice Seminar and website of TCEB Assisted by these initiatives, Thailand has significantly increased the number of tourists from countries around the world (Figure II ). Compared with Japan, Thailand is attracting many tourists from Europe (Figure II ). Tourists to Asia from Europe tend to have long stays because of the geographical distance between the two regions (Figure II ). As a result, Europe s share in the total number of days of overnight stay in Thailand is large (Figure II ). As tourists who have 463

24 long stays tend to contribute more to tourism consumption, Thailand s success in attracting such tourists is a factor behind the country s growing tourism revenue. Figure II Changes in the number of foreign tourists to Thailand ( ) Source: Visitor statistics 2015 (Department of Tourism of Thailand) Figure II Number of visitors to Thailand and Japan by nationality (10,000 people) , , Thailand Japan Others Oceania Africa Americas Europe Asia Note 1: The home country of tourists is based on the country of residence for Thailand and nationality for Japan. The data is as of Note 2: Due to data restrictions, figures for Thailand also include visitors on a business trip. Source: JNTO and Department of Tourism of Thailand 464

25 Figure II Average length of tourists stay in Thailand by country of residence (Number of days) Europe Americas Oceania Middle East Africa South Asia East Asia Source: Material by the Department of Tourism of Thailand Figure II Composition of tourists nationality in the number of tourists to Thailand and the total number of days of stay (2014) 100% 80% 60% 40% 20% 0% Number of tourists Number of days of stay Africa Middle East Oceania South Asia Americas Europe East Asia Source: Material by the Department of Tourism of Thailand Here, we compare Japan and Thailand with respect to the tourism relationship with the United Kingdom, the United States and China (Figure II ). First, the value of per-capita consumption by U.K and U.S. tourists in Japan per day is similar to the value of consumption in Thailand. However, as the number of days of overnight stay and the number of tourists are higher in Thailand, overall tourism revenue for the country is much larger than the revenue for Japan. In particular, tourism revenue from U.K. tourists in Thailand is 7.5 times as large as the revenue in Japan. Moreover, not only long-distance tourists from the United States and Europe but also Chinese tourists tend to have long stays in Thailand, 465

26 and this is another factor behind Thailand s large tourism revenue. As shown above, encouraging tourists to have long stays, in addition to increasing the number of tourists, is an important factor for increasing tourism revenue. Figure II Trends in tourists to Thailand (2014) (tourists to Japan = 1) (UK tourists to Thailand) 6.0 (870,000) 7.5 (1.9 billion dollars) UK tourists to Japan 1.3 (17.1 nights) 1.0 (126 dollars) Number of tourists Number of days of stay per capita Consumption per capita per day Tourism revenue (Chinese tourists to Thailand) Chinese tourists to Japan 2.6(4,630,000) 1.3 (7.9 nights) 0.6 (169 dollars) 2.1 (6.2 billion dollars) Number of tourists Number of days of stay per capita Consumption per capita per day Tourism revenue (US tourists to Thailand) US tourists 1.2 (730,000) to Japan 1.4 (14.3 nights) 1.0 (153 dollars) 1.8 (1.6 billion dollars) Number of tourists Number of days of stay per capita Consumption per capita per day Tourism revenue Note 1: 1 dollar = 105 yen Note 2: Due to data restrictions, figures for Thailand include visitors on a business trip. Source: World Bank, "Consumption Trend Survey for Foreigners Visiting Japan," World Tourism Organization and Thai Department of Tourism 466

27 Column 11 Example of active regional tourism promotion initiatives in Japan Fukuoka City (Fukuoka Prefecture) Fukuoka City, which is seeking to attract MICE, experienced an increase in the number of international conferences hosted, with the number of large conferences in 2014 surpassing 300, the second largest among Japanese locations. In 2016, Fukuoka City succeeded in attracting an international conference of Lions Clubs, which will be attended by 35,000 participants. In order to promote MICE attraction, Fukuoka City established the Fukuoka Directive Council, which operates five working groups concerning human resources, food, tourism, smart city, and urban regeneration with MICE invitation as the main plank of activity. The Tourism Working Group is developing one-stop functions for promoting MICE attraction. It is disseminating information targeted at a variety of business operators, for example by holding seminars for restaurant operators on the use of MICE. As a show of hospitality for participants in international conferences, Fukuoka City holds exchange events using the local shopping streets exclusively for that purpose. Such events provide opportunities for conference participants to enjoy the essence of Fukuoka through meals provided at street stalls opened by local restaurants, the performance of music using the shamisen string instrument and the taiko drum, and language support and guide services provided by volunteer staff members, for example. Niseko Town (Hokkaido) Niseko Town has prepared a brochure containing tourism information concerning Niseko and distributed it to travel agencies in various countries. The brochure can be viewed via the Internet. In addition, newsletters containing up-to-date tourism information concerning Niseko are distributed four times each year to 500 travel agencies in various countries. The brochure and newsletters are available in English, Korea, Chinese and German, among other languages, and photos and topics used in them are chosen in accordance with the needs of individual markets (there are eight versions, intended for tourists from Oceania, tourists from China, tourists from Hong Kong, individual tourists from the ROK, group tourists from the ROK, tourists from Southeast Asia, tourists from Germany and tourists from the United Kingdom). Seminars concerning tourisms are regularly held for tourism business operators. Menus in restaurants in Niseko Town are translated into English and Chinese (in simplified or traditional Chinese characters) (the translation rate is around 80% of the total). The town is promoting multilingual labeling with respect to roads in the skiing slope area, transportation systems, hotels and restaurants. Takayama City (Gifu Prefecture) Takayama City website provides information in 11 languages, its pamphlets are available in nine languages and guide signs are indicated in four languages. The city is using Facebook and Weibo to disseminate up-to-date information to foreigners. The city has dispatched personnel from a strategic perspective (To the Tokyo and Hong Kong offices of Japan National Tourism Organization (JNTO), the Tokyo office of the Japan External Trade 467

28 Organization (JETRO) and the Paris office of the Council of Local Authorities for International Relations.) The city has prepared a manual concerning hospitality for tourism business operators and distributed it to boarding facilities, restaurants and other relevant business operators and provided training. In addition, it provides subsidies for the installation of foreign-language guide boards within the facilities of business operators and the preparation of foreign-language pamphlets. 5. Summary The number of tourists to Japan has recently grown rapidly, with the annual number of foreign visitors to Japan totaling around 20 million. On the other hand, in order to broaden the scope of Japan s tourist industry and ensure sustainable tourism consumption, it is necessary to increase tourists from regions other than Asia, including the United States and Europe, and to develop the environment to take advantage of consumption by wealthy tourists. The Council for the Development of a Tourism Vision to Support the Future of Japan, chaired by Prime Minister Shinzo Abe, has adopted a new vision for the future of Japan. It is important to increase the number of tourists to Japan and per-capita tourism consumption by steadily implementing measures included in the Tourism Vision. In the long term, it will be necessary to increase repeat visitors by encouraging foreign tourists to become interested in Japanese culture. Further growth in tourism consumption can be expected in the long term by encouraging tourists to stay in Japan for extended periods with an eye to possible purchase of villas, for example.a 468

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