UNWTO/WTCF

City Tourism Performance Research

Report for Case Study “Tokyo”

Note: This document is a working paper

Background ............................................................................................................................. 3

I. Introduction to Tokyo – The City ............................................................................. 4

A.1. Tourism Flows ......................................................................................................... 12
A.1.1. Number of Arrivals ............................................................................................... 12
A.1.2. Duration of Stay ................................................................................................... 15
A.1.3. Arrivals by Main Purpose of the Trip and Modes of Transport ....................... 16
A.1.4. Average Size of Travel Party ............................................................................... 17
A.1.5. Seasonality Index and Accommodation Occupancy Rate .............................. 18
A.1.6. Number of Major Incoming Markets................................................................... 21
A.1.7. Number of Same-day Visitor ............................................................................... 23
A.1.8. Meetings Industry Statistics ............................................................................... 24

A2. Economic Impact .......................................................................................................... 26

A.2.1 Number of Jobs in Tourism Industry .................................................................. 26
A.2.2. Relative Contribution of Tourism to the Destination’s Economy (% of GDP) 27
A.2.3. Percentage of Tourism Jobs that are Seasonal................................................ 28
A.2.5. Economic Impact of Events ................................................................................ 29
A.2.6. Inbound Tourism Revenues per Visitor by Source Market ............................. 31
A.2.7. Daily Spending per Same-Day and Overnight Visitors .................................... 33
A.2.8. Percentage of Locally Produced Goods and Services in Tourism Enterprises
.......................................................................................................................................... 34
A.2.9. Exports of tourism services................................................................................ 35

II. Showcases: Best Practice Examples ................................................................... 36

A. Development for Universal Design of Tokyo ~ Friendly to all ........................... 36
B. Beyond 2020 ............................................................................................................ 38
C. “Mori no Nigiwai” events ....................................................................................... 42
D. Best Practice of Tokyo Chamber of Commerce and Industry ........................... 46

III. Summary and Challenges ........................................................................................ 48

IV. References ................................................................................................................... 50

Background

This report was prepared as part of the UNWTO-WTCF Tourism Research

Survey on City Tourism Performance. Tokyo has been considered as one of the

cities worldwide participating in this Research Survey. To assess the cities

performance, UNWTO-WTCF City Tourism Performance Research Survey

devises five key performance areas: Destination Management, Economic

Perspective, Social and Cultural, Environmental Perspective and Technology &

New Business Models.

Considering the availability of data as well as in consultation with some

stakeholders, the Economic Perspective was selected as the only key

performance area discussed in this report. In this key performance area, Tokyo’s

tourism trend as well as its economic impact has been discussed in detail.

However, it should be noted that the data for some indicators within in the

Economic Perspective is not available/or may not directly applicable to Tokyo. In

this case, the data at national level was considered as a proxy data to Tokyo.

The data for this report were collected from official data sources through

exhaustive desk-based research as well as interviews. Physical interviews were

conducted with Tokyo Metropolitan Government and Tokyo Chamber of

Commerce.

3
I. Introduction to Tokyo – The City

With the population of 13.5 million, Tokyo is one of the largest metropolitan areas

in the world. Tokyo is located in Kanto region on the southeastern side of the

main island Honshu and covers a large area of 2,190 sq.km.

The city is the seat of Government of Japan as well as home of the Japanese

Royal Family. In 1603, Shogun (General of the SAMURAI) Ieyasu Tokugawa set

the government in this area, formally known as "EDO". The city changed its

name from EDO to Tokyo when the Emperor MEIJI moved his seat from the old

capital of Kyoto in 1868.

The Tokyo Prefecture consist of the 23 Special Wards of Tokyo (each governed

as an individual city), 39 municipalities in the western part of the prefecture

(TAMA area) and the two island chains; IZU islands and OGASAWARA islands,

registered as the UNESCO World Natural Heritage Sites in 2011. Tokyo is

offering a great variety of experiences to tourists from all over the world ranging

from urban life to great nature experiences.

Figure1.1 Map of Tokyo prefecture

Source: Tokyo Metropolitan Government

4
It is known that Tokyo is one of the world’s richest urban agglomerations that

generates around JPY 94.9 trillion (EUR 655 billion), which accounts about

19.4% to Japan’s GDP (FY2014)1. According to the Global Power City Index2,

Tokyo was ranked 3rd among 42 major cities in the category of “economy” when

evaluated in terms of “economy”, “R&D”, “cultural interaction”, “livability”,

“environment”, and “accessibility”. The city is a hub for heavy and light industries

as well as highly diversified manufacturing base. Significantly, corporations with

headquarters or production sites in other parts of the country often have large

offices in Tokyo.

Tokyo has a mix of ultramodern and traditional tourist attractions ranging from

neon-lit skyscrapers to historic temples that contributes to the city’s reputation as

one of the most popular international tourist destinations. Visitors often feel

attracted by its urban landscape, unique culture, natural beauty and

sophisticated transportation infrastructure.

Transport Infrastructure

The city has a cutting-edge transport infrastructure, comprising an airport, road

and public transport, and railway serving to domestic and international visitors.

Tokyo Prefecture has 2 major international airports: Narita and Haneda

International Airports. Narita International Airport, located 60km from the central

Tokyo, remains the leading airport for international arrivals. Though Haneda

International Airport used to be known solely for domestic flights, recently it has

1
) Tokyo Metropolitan Government (2016), Situation of Surrounding Tourism, Tokyo
2
) Yamato, N., Hori, N., Ito, K., Dustan, P., and Isogaya, H. (2016), ‘Key Findings of the GPCI-2016’,
GLOBAL POWERCITY INDEX 2016 [electronic database], 20, Tokyo, pp.1-3
5
been growing much faster in terms of international traffic. Considering 2020

Tokyo Olympic and Paralympics Games, Haneda airport’s terminal 2 will open

up its international flights from March 2020. Immigration, customs and

quarantine facilities will be added to meet its international requirement.

Tokyo has the most sophisticated and modern rail and underground (subway)

network. In Tokyo there are over 10 railway companies, and provide over 60

lines. Tokyo station is the center of the bullet train network that link Tokyo with

other flagship destinations in the country such as Kyoto and Osaka. Considering

the Olympic Games ahead, East Japan Railway is involving in Olympic-triggered

construction. The company plans to pre-open a train station between Tamachi

and Shinagawa stations in 2020. In addition, JR East is renovating seven other

stations in Tokyo, which will be closest JR station to the main stadium.

Key Attractions:

According to the research by TripAdvisor3, 5 attarctions in Tokyo were listed

among the Top 30: Akiba Fukurou Shinjuku Gyoen National Garden, Edo-Tokyo

Museum, Meiji Jingu Shrine and Ryogoku Kokugikan.

The following are key attractions in Tokyo:

Temple and Shrine

- Zojoji (Temple): Important cultural monument, preserved as the perfect

example of Japanese Buddhist temple architecture. During the Edo period,

the Temple was the Tokugawa’s family place of worship (ruled from

1602-1867).

- Meiji Shrine: Meiji Jingu is a Shinto shrine. Shinto is called Japan's ancient

3) Top 30 Attractions in Japan by International travelers 2017

6
 original religion, and it is deeply rooted in the way of Japanese life. Emperor

Meiji passed away in 1912 and Empress Shoken in 1914. After their demise,

people wished to commemorate their virtues and to venerate them forever.

Figure1.2 Ueno-onshi-koen Park

Source: Tokyo Convention & Visitors Bureau

Japanese garden/park

- Imperial Palace (Kōkyo): The current Imperial palace is located on the

former site of Edo Castle, a large park area surrounded by moats and

massive stone walls in the center of Tokyo, a short walk from Tokyo Station.

It is the residence of Japan's Imperial Family

- Hama-rikyu Gardens: The garden is a typical example of the

famous gardens of the Edo Period. This Edo Period pond was a

tidal pond that depended on the intake of seawater from Edo Bay.

Figure1.3 Rikugien Garden

Source: Tokyo Convention & Visitors Bureau

7
 - Shinjuku Gyoen National Garden: The Park has many types of trees,

flowers and a great greenhouse with wonderful orchids and tropical

plants. Well known spot for Hanami (Cherry blossom viewing)

- Showa Kinen Park (Tachikawa city): One of the biggest park where visitors

can enjoy athletics, barbeque, pools, fireworks and watching flowers

- Asukayama Park: A popular spot for viewing cherry blossoms.

Theme park

- Tokyo Disney Resort®: one of the leading theme parks that attracts more

than 30 million visitors a year

- LEGO LAND: (Odaiba): shows all of Tokyo’s top attractions made from

LEGO®

Zoo

- Ueno Zoological Gardens: one of the oldest zoos in Japan.

- Tama Zoological Park: One hour from central Tokyo by train, is a unique

zoological park, where animals are displayed under naturalistic and

spectacular habitats set up in its vast land of 52 ha (129 acres).

Area

- Asakusa: a popular district in Tokyo that offers pedestrianized streets,

old-style accommodation, food outlets, temples, etc. Akihabara: One of the

busiest shopping center for electronic goods and Anime (Manga) goods.

Also Akihabara Fukuro, nice looking place with many different kinds of owls

is also popular.

8
Figure1.4 Asakusa Sensoji Kaminarimo

Source: Tokyo Convention＆Visitors Bureau

- Shibuya Scramble Crossing: One of the famous crowded intersection

Figure1.5 Shibuya Crossing

Source: Tokyo Convention＆Visitors Bureau

- Tokyo Tower: One of the famous towers in the city that serves millions of

visitors

Figure1.6 Tokyo Tower

Source: Tokyo Convention＆Visitors Bureau

9
- Roygoku Kokugikan: Traditional indoor arena for Sumo wrestling

Event/Festival

- Metrock (music festival):Outdoor Metropolitan Rock festival in spring

- Tokyo Marathon: one of the biggest marathon competitions in Japan,

Figure1.7 Tokyo Marathon

Source: Tokyo Convention＆Visitors Bureau

- Fireworks mainly during summer; Sumida, Jingu-gaien

Figure1.8 Sumidagawa Fireworks

Source: Tokyo Convention＆Visitors Bureau

Aquarium

- Aquariums: Unique showcase of variety of sea animals.

- Sunshine Aquarium: Located on a rooftop of a 40m tall building in Tokyo

- Sumida Aquarium: Close-up views of penguins and fur seals at once

10
Museum

- EDO-TOKYO MUSEUM : A museum to learn the culture and history of Edo

Samurai museum in Shinjuku

- Aqua Park: Learning about the high quality of water of Tokyo and tasting

- Ghibli museum: Provide guests with Ghibli world

Things to do/see

- Yakata –bune: Japanese style cruise with longstanding history

- Izakaya': Casual Japanese style bar

- Robot restaurant (Shinjuku)

- Shinjuku VR Zone: The new virtual reality facility in the entertainment Tokyo

- Imperial Running spot: Running spot around the Imperial Palace

- Christmas illuminations around Tokyo Metropolitan areas

Figure1.9 Roppongi Illumination

Source: Tokyo Convention＆Visitors Bureau

11
A. Economic Perspective

A.1. Tourism Flows

A.1.1. Number of Arrivals

According to the statistics of Japan National Tourism Organization (JNTO)4, the

number of tourist arrivals (both domestic and international tourists) to Tokyo has

been increasing over the last 12 years in absolute terms. The number of

international arrivals went down to negative growth rate in 2009 mainly as a

result of the collapse of Lehman Brothers in 2008. Later in 2011, a 31% decline

in international tourist arrivals and 8.8% in domestic arrivals occurred mainly due

to the tsunami, earthquake, and the subsequent nuclear disaster striking the

country.

Soon after this natural disaster, a rapid rebound in the tourism industry has been

recorded. The international arrivals growth rate reached its maximum peak in

2012 when it increased by 36%, whereas the domestic arrivals went up by 10%.

According to Euromonitor International 5 , Tokyo is attracting about 51% of

international tourists arriving to Japan followed by Osaka, with about 24%

respectively. Euromonitor stated that the increasing trend of international tourists

to Tokyo is often contributed by the increase in airline seat capacity, increase in

low-cost flights, and visa relaxations.

4) Japan National Tourism Organization (2017), The number of foreign tourists, JNTO, Tokyo

5) Euromonitor International (2014), CITY TRAVEL BRIEFING: TOKYO, pp.10

12
Figure1.10 Domestic Tourist Arrivals to Tokyo (in 1,000)

Domestic Tourist Arrivals YoY

600.000 15%

10,6% 505.827 506.248 516.695 514.300

500.000 469.258
457.173 10%
424.468 436.127 425.200 415.881 420.100 10,5%
409.326
400.000 9,0%
365.978
7,2% 5%

300.000
3,6%
2,7%
2,0% 0%
200.000 0,1%
-0,5%

-2,6% -2,2%
-5%
100.000
-8,8%

0 -10%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: Japan National Tourism Organization (2017)

Figure 1.11 International Tourist Arrivals to Tokyo (in 1,000)

International tourist arrivals YoY

14.000 36% 40%
34% 13.102
30%
25% 11.894
12.000 30%
22%

20%
10.000 11%
8.874 10%
7% 7%
10%
8.000 0%
6.812
0%
5.942
6.000 5.330 5.336 -11% 5.562
4.808 4.760 -10%
4.489
4.180 4.098
4.000
-20%
-31%
2.000 -30%

0 -40%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: Japan National Tourism Organization (2017)

Regarding the tourist arrivals to the surrounding island areas, the arrivals for

Ogasawara and Izu islands are presented in the figure below. These islands are

located south of Tokyo and technically considered as part of Tokyo. It is known

13
that Ogasawara Islands were registered as a Natural World Heritage Site in

2011.

Though international tourist arrivals to Tokyo City has a rapid growing trend

(especially after 2012), the number of arrivals to these island destinations is

characterized by up-down trends. Attracting tourists to the island areas is still

remains to be considered a challenge for Tokyo Government.

Figure 1.12 Total Tourist Arrivals to Izu and Ogasawara Islands

Tourist Arrivals YoY

500.000 15%
485.770
480.451 10%
480.000 473.782
467.668 10%
461.232 462.120
460.000 4% 449.299
446.449 448.289 3% 5%
442.324
1%
440.000 5%
-1% 426.789
-3% 0%
420.000 -4%
-5%
405.477
-5%
400.000 -8%
-9%

-10%
380.000

360.000 -15%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Source: Tokyo Metropolitan Government (2016)

Tokyo Metropolitan Government (2016b) published a study that shows the most

visited tourist spots by international tourists. It indicates that in 2014, the top five

mostly visited places were Shinjuku & Shin-Okubo, Ginza, Asakusa, Shibuya,

and Akihabara. These places are located in the central Tokyo area and

characterized by shopping, food outlets, electronic goods and, luxury brands.

14
 Figure 1.13 Most Visited Spots in Tokyo, 2014 (%)

Shinjuku/shinookubo 57,7%
Asakusa 49,9%
Ginza 48,9%
Akihabara 43,9%
Shibuya 40,3%
Around Tokyo station 37,9%
Ueno 35,3%
Harajyuku/Omotesando/Aoyama 33,2%
Odaiba/Tokyo Bay 30,3%
Ikebukuro 21,7%
Roppongi/Akasaka 19,2%
Tsukiji 16,6%
Shinagawa 11,7%
Shinnbashi/Shiodome 10,6%
Kitijyouji/Mitaka 6,4%
Ebisu/Daikanyama 6,2%
Sumida/Ryougoku 5,6%
Hatiouji/Takao mountain 2,8%
Kamata 1,5%
Izu and Ogasawara Island 0,9%

0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0%

Source: Tokyo Metropolitan Government (2016)

A.1.2. Duration of Stay

Around 34.6% of international tourists in Tokyo stayed 4 - 6 nights. Travelers

from Taiwan Province of China account the largest share in this category with

more than 50% stays 4 - 6 nights in Tokyo. It should be noted that this data is

consistent with the national statistics that shows around 53% of the international

tourists to Japan are stay for 4 - 6 nights.

The term “same-day” refers to day trippers who visited Tokyo from other

destinations in Japan. The same should be considered for tourists arriving from

the long-haul source markets and staying only 1-2 stays and Tokyo is just one

destination in the Japan round trip itinerary.

15
Table 1.1 Duration of Stay in Tokyo by Country (%, total of 12,069 persons
interviewed)

Same- 1 night 2 nights 3 nights 4-6 7-13 14-20 Over 21 Average

day nights nights nights nights night
Total 4.5 9.6 18.8 17.7 34.6 9.8 1.4 3.1 6.3
Rep. of Korea 2.8 9.3 22.2 26.3 30.6 4.9 0.8 2.6 5.8
Taiwan Province of China 3.3 7.2 13.4 13.2 50.2 9.1 0.6 2.7 6.1
China 5.9 14.8 27.3 15.2 23.5 7.1 1.5 4.2 7
Hong Kong, China 2.9 4.9 14.6 19.5 45.2 10.8 0.5 1.2 5
Thailand 6.6 7.2 20.0 22.1 30.5 8.9 1.5 2.1 5.8
Singapore 2.3 7.3 11.2 15.4 42.2 19.2 0.0 1.6 5.4
Malaysia 7.8 6.5 16.7 15.9 36.3 13.3 2.3 0.7 4.6
USA 7.0 8.7 12.4 15.0 35.5 15.5 2.2 3.2 6.8
Canada 8.4 5.5 10.2 17.2 32.8 22.7 1.7 0.7 5.9
United Kingdom 4.4 4.7 10.1 15.1 38.8 21.0 3.9 1.6 6.8
Germany 4.7 5.4 6.5 17.7 34.2 22.3 4.5 3.4 6.8
France 4.0 3.7 9.5 12.2 30.6 26.6 6.9 6.2 10
Italy 3.4 1.9 7.1 7.7 44.4 22.7 5.4 6.0 9.5
Spain 2.6 3.7 8.5 11.8 44.4 17.4 4.9 5.8 7.9
Australia 1.4 4.2 8.3 12.8 42.6 25.6 3.2 1.0 5.9
India 12.9 12.7 12.3 12.8 22.4 11.3 2.5 9.2 11.3
Indonesia 6.9 9.1 15.9 18.1 32.3 14.1 0.4 1.8 4.8
Philippine 13.0 5.4 8.6 15.2 38.9 11.7 2.3 4.2 6.8
Viet Nam 6.8 26.5 21.2 16.1 14.0 5.7 1.6 6.9 9.4
Russian Federation 5.8 8.9 5.8 14.3 28.8 22.1 3.4 10.2 11.2
Other countries 3.6 9.1 9.7 15.7 34.6 20.1 2.9 4.3 6.2

Source: Tokyo Metropolitan Government (2016)

A.1.3. Arrivals by Main Purpose of the Trip and Modes of Transport

Visitors to Tokyo tend to have an active holiday, including sightseeing and

visiting different attractions such as amusement parks, museums and art

galleries. The data indicates that more than 88% of tourists arriving in Narita and

Haneda International Airports are arriving for sightseeing purpose. The

percentage of tourists visiting Tokyo for business purposes is higher in countries

such as Vietnam, India and Germany.

16
Though the data for tourist arrivals by modes of transport is unavailable, it is

believed that the number of arrivals by air takes the largest lion’s share of tourist

arrivals to Japan in general and Tokyo in particular.

Figure 1.14 Arrivals by Purpose of Travel 2016 (%)
Sightseeing Business Visit Family & Friends Others
100% 2,9% 1,9%
6,3% 6,7% 4,0% 9,1%
90% 7,6% 7,6% 10,3% 7,5%
18,1%
17,3% 20,3% 7,9%
80% 7,6%
34.7%
27.1% 17,6%
70%
50.1%
60%
50% 96,1% 97,6% 90,8% 90,3% 93,7% 88,9%
88.5% 89,4% 85,0% 86,9%
40% 76,9% 75,0% 77,2% 73,5% 81,0%
66,6%
30% 60,6% 60,1%
20% 38,5%
10%
0% Viet Nam

India

USA
Thailand
China

Hong Kong, China

Singapore
Malaysia

Germany
Philippines

United Kingdom
Indonesia

Italy

Canada
Total

Australia

France
Rep. of Korea
Taiwan Province of China

Total Asia Pacific Europe North

America

Source: e-Stat, Portal Site of Official Statistics of Japan

A.1.4. Average Size of Travel Party

Even though the data for average size of traveling party is unavailable, the

majority of visitors to Tokyo are traveling with their family. The data shows that

around 28% of travelers to Tokyo visit with their families followed by visitors

traveling with a friend which accounts around 23%. This figure is statistically

consistent with the national data which is among the total arrival to Japan;

around 33% of them are visiting with their families.

Unlike travelers from Asian market, traveling with family accounts smaller

percentage among travelers from European source markets. However,

exceptionally, the majority of Indian travelers to Tokyo are solo travelers.

17
Figure 1.15 Travel Party by Countries, 2015 (%)

Alone Partner Family Cowokers Friends Other

Average 20.8 11.5 28.5 16.7 23.2 1.4
Rep. of Korea 26.1 4.7 16.5 21.2 30.3 2.5
Taiwan, Province of China 14.7 11.1 40.8 10.7 25.1 0.8
China 15.3 10.5 36.8 19.8 18.8 1.2
Hong Kong, China 21.3 15.9 33.2 10.8 21.0 0.1
Thailand 13.5 13.9 29.0 18.0 28.6 1.3
Singapore 21.6 15.2 26.7 8.3 30.0 1.0
Malaysia 23.7 12.2 18.0 18.3 25.9 0.8
USA 34.6 19.0 16.5 15.9 15.1 1.1
Canada 29.2 25.4 17.0 6.8 24.3 2.3
United Kingdom 40.3 21.3 12.8 10.7 14.7 1.1
Germany 41.1 16.2 11.6 20.6 11.1 0.5
France 27.6 22.7 18.5 11.8 19.4 2.2
Italy 31.0 26.1 8.8 13.6 18.5 0.4
Spain 21.5 28.9 15.0 12.4 24.2 0.0
Australia 18.4 29.1 16.4 4.5 32.2 0.6
India 55.9 6.3 7.4 19.5 9.0 2.5
Indonesia 19.0 11.3 20.4 28.4 18.2 1.9
Philippines 19.7 12.3 38.2 13.6 16.6 0.4
Viet Nam 24.9 7.1 7.4 37.9 15.6 7.2
Russian Federation 39.8 9.5 16.7 17.5 17.6 0.6
Other countries 32.3 15.0 13.2 19.0 20.4 2.4

Source: Tokyo Metropolitan Government (2016)

A.1.5. Seasonality Index and Accommodation Occupancy Rate

The fact that Tokyo is regarded as a global financial hub as well as attractive

leisure destinations, the city does not significantly experience blatant seasonality

pattern in tourist arrivals. With the exception of the peak periods during the

cherry blossoms and autumn foliage seasons, demand is seem to be relatively

constant throughout the year.

There were 700 hotels with about more than 100,000 hotel rooms in Tokyo city

as of 2014. According to HVS6, the supply of hotel accommodation in Tokyo has

historically remained stable with a low compound growth of 2% between 2005

and 2014. The HVS report indicated that hotel room supply in Tokyo rose from

6) HVS (2016) In Focus Tokyo Japan

18
approximately 87,380 to 100,000 rooms in 2014.

During the last two years, new hotel openings were spread across the central

Tokyo area. This expansion was partly contributed by the strong expansion of

midscale hotel development such as APA Hotels & Resorts’ with six hotel

openings, totaling 1,800 rooms, and all of them concentrated in the central Tokyo

area. Further into the future, in preparation for the Olympics, it is expected to see

an increased hotel development activity in the areas proximate to the Olympic

Village such as Shiodome.

Table 1.2 Plan for new open hotels near Tokyo area, 2017
Name of Hotel Area Expected year

Four Seasons Hotel Tokyo 2020

Odakyu Gotema Hotel (tentaiive) Kanagawa 2020

Hyatt Place Tokyo Bay Chiba 2019

APA Hotel & Resort (Yokohaya Bay Tower) Kanagawa 2019

Hotel Mets Akihabara (tentative) Tokyo 2019

APA Hotel Asakusaekimae Tokyo Aug. 2018

APA Hotel Nihonbashi Bakuroyokoyama Tokyo Aug. 2018

APA Hotel & Resort Nishishinzyuku Tokyo May., 2018

APA Hotel Nihonbashi Makurochoekimae Tokyo April, 2018

APA Hotel Hacchobori Sinthomicho Tokyo March, 2018

APA Hotel Kandaekimae Tokyo Feb., 2018

Hyatt Centric Ginza Tokyo 2018

Hotel Keikyu Tsukijiginza Tokyo 2018

Tokyo Bay Tokyu Hotel (tentative) Chiba 2018

Hotel Vista Premil Tokyo Tokyo 2018

Tokyo Moxy Kinshiho Tokyo Nov., 2017

APA Hotel Asakusa Kaminarimoon Tokyo Nov., 2017

APA Hotel Iidabashi mae Tokyo 2017

Source: HOTERES Online (2017)

19
Airbnb has also a significant presence in Tokyo. Shibuya, Shinjuku and Minato

Wards are the top three leading wards in Tokyo in terms of concentration of

Airbnb listings. It is known that this year June Japan’s legislature approved a

new law allowing Airbnb hosts to rent homes and apartments in the country.

Figure 1.16 Number of Airbnb Listings in Tokyo by Wards, 2016

Shibuya 1.224
Shinjuku 1.071
Minato 779
Toshima 374
Taito 359
Setagaya 339
Chuo 252
Meguro 220
Sumida 215
Shinagawa 183
Nakano 173
Suginami 138
Arakawa 135
Koto 124
Chiyoda 120
Bunkyo 98
Itabashi 92
Nerima 88
Ota 85
Adachi 82
Kita 78
Katsushika 75
Edogawa 57
0 200 400 600 800 1.000 1.200 1.400

Source: Tomslee (2015)7, Airbnb downloadable data sets

As for the occupancy rate, the STR8 data indicated that there is a long-term

upward trend in hotel occupancy rates in Tokyo. As of 2016, April and November

are the two peak seasons when hotel occupancy rates reach its max.

7) Tom slee is a database that provides Airbnb listings by cities

8) STR Global (2015-2017), Japan Hotel Review, available at: www.strglobal.com/ (02-08-2017)
20
Figure 1.17 Accommodation Occupancy Rate in Tokyo (%)

2015 2016 2017

100

91,9
90,7
89,4
89,4 88,6
90 87,5 87,8
88,9 86,3
86,3 85,4 85,1 85,4 85,2
88,9 88,6 88,5
86,8 86,3
79,3 85,1
77,7 84,6
83,8 83,1
80 82,6
81,8

76,5

70

60
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Source: STR (Smith Travel Research) (2015-2017)

Note: the data after April 2017 is not available

The HVS report (2016) also shows that Tokyo is performing well in terms of

occupancy rate of the limited supply growth in the luxury hotel segment. Most of

these luxury hotels are located in the business districts and shopping areas in

Tokyo.

A.1.6. Number of Major Incoming Markets

The number of foreign passengers entering Narita Airport and Haneda Airport,

which are the major airports around Tokyo, is 10.8 million in 2016. This is 43.4%

of the 23.1 million foreign passengers entering Japan through national airports

and ports.

In 2016, the Haneda International reached 3.26 million foreign passengers

arrival. Narita International Airport received 6.82 million international passengers

21
arrival the same year. Currently, Haneda International Airport has offers 60,000

international flight slots (arrival and departure) per year , but plans to increase

the slots for international flights to 99,000 slots per year so that in 2020 when the

Tokyo Olympic and Paralympic Games are held. The number of foreign

passengers by country based on Narita and Haneda International Airport in total

2016, China ranks first (2.1 million), Taiwan Province of China 2nd (1.4 million),

Republic of Korea in third place (1.2 million) and the United States of America in

the fourth place (1 million). After that, Hong Kong, Thailand, Australia, the

Philippines, Singapore, the UK and France follow.

Figure 1.18 Number of major incoming markets by arriving airports, 2016

(in 1,000)

Haneda International Airport Narita International Airport

China 819
1.368
Taiwan Province of China 336
1.062
USA 252
763
Rep. of Korea 488
725
Hong Kong, China 139
404
Thailand 96
399
Australia 112
226
Philippines 71
202
Singapore 116
130
Canada 73
126
United Kingdom 102
116
Malaysia 80
112
France 98
104
Viet Nam 48
93
Indonesia 100
90
India 18
86
Italy 28
71
Germany 74
68

0 200 400 600 800 1.000 1.200 1.400 1.600

Source: e-Stat, Portal Site of Official Statistics of Japan

22
A.1.7. Number of Same-day Visitor

The number of same-day domestic visitors (excluding Tokyo residents) to Tokyo

has been growing at the lowest annual compound growth rate of 4% since 2011

compared to the number of same-day foreign-based visitors to Tokyo; that grew

at more than 22% of annual compound growth rate.

The number of same-day foreign-based visitors to Tokyo has been growing

rapidly partly as a result of increasing in international arrivals to neighboring local

airports. Arrivals from Rep. of China and Rep. of Korea to neighboring local

airports such as to Mt. Fuji Shizuoka Airport and Ibaraki Airport can be

considered as a good example.

Figure 1.19 Number of same-day Figure 1.20 Number of same-day

domestic visitors to Tokyo (except foreign-based visitors to Tokyo (in
Tokyo residents) (in 1,000) 1,000)

3.500
3.221
250.000
2.883
219.431 221.537 223.730 220.150 3.000
201.587
200.000 2.500
177.760 2.239

2.000 1.763
150.000
1.491
1.500
100.000 1.158

1.000

50.000
500

0 0
2011 2012 2013 2014 2015 2016 2011 2012 2013 2014 2015 2016

Source: Tokyo Metropolitan Government (2016)

23
A.1.8. Meetings Industry Statistics

The number of international conferences held in Tokyo Prefecture increased by

26% from the year of 2006. Meanwhile, the number of international conferences

held nationwide in Japan over the same period increased by almost 71%, since

the rural municipal governments have actively promoted the acquisition of

international conferences recently. The plan to expand or improve the capacity

for international conferences in the Tokyo Metropolitan Area would need to be

carefully observed in order to catch up with the international demand along with

the given capacity of accommodations.

Figure 1.21 The number of international conference in Japan and Tokyo

Japan Tokyo

+26.2%
+70.5%

3.000 2.847
2.590
2.427
2.500 2.337
2.093 2.122 2.159

2.000 1.858 1.892

1.670

1.500

1.000
505 510 517 537 565 583
462 445 486 484
500

0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Source: JNTO Statistics of the International Conference of Japan (2015)

24
Japan National Tourism Organization has defined that international conferences

in Japan should meet all the conditions and requirments described below since

2007.

1. Organized by either the international institution and organization including

regional, national and subnational offices, or the Japanese national

institution and organization. The conference which is aiming at pursuing

the interests and profit of the particular entities would not be eligible.

2. Its participants should be more than 50 people and above.

3. The participants should be from more than three countries including

Japan.

4. The duration of the conference is more than 1 day.

25
A2. Economic Impact

A.2.1 Number of Jobs in Tourism Industry

Though the specific data for Tokyo is unavailable, data by Japan Tourism

Agency9 indicates that there are 6.3 million jobs10 directly related to tourism

activities in Japan. Among these jobs, the food & beverage sector contributes

the biggest share, which is 3.4 million jobs. Sport & recreation and road transport

are the second and third largest sectors in terms of the number of jobs,

respectively.

Figure 2.1 Number of tourism related jobs in Japan, 2015 (in 1,000)

Source: Japan Tourism Agency (2017)

9) Japan Tourism Agency (2017) Research study on economic impacts of tourism in Japan
10) Jobs in the tourism industry are referred to as all businesses including freelancers engage in the
tourism industry
26
Several government stakeholders including Tokyo Chamber of Commerce play a

vital role in terms of strengthening jobs in the local economy. According to the

interview with Tokyo Chamber of Commerce11, small and medium enterprises,

including those engaged in the accommodation, restaurant and other tourism

related services have been given various supports in order to keep them

competent in the industry. Some of these supports include employment, financial,

legal, and other professional supports.

A.2.2. Relative Contribution of Tourism to the Destination’s Economy (% of

GDP)

The consumption of travel and tourism industry contributes about JPY 25.4

trillion (EUR 193 billion) to the GDP in 2015 as it was only JPY 23.8 trillion (EUR

178 billion) in 2010. The Japanese domestic overnight travel and day trip solely

contributes more than 82% of the total contribution. On the other hand,

consumption by international visitors (inbound consumption) almost doubled

from JPY 1.3 trillion (EUR 10 billion) in 2010 to JPY 3.3 trillion (EUR 24 billion) in

2015. International tourism is recognized as a significant driver for growth in the

Japanese economy and is expected to continue playing an important role in

economic revitalization at national and local level.

11) Interview was conducted with a person in charge from Tokyo Chamber of Commerce on July, 2017
27
 Figure 2.2 Travel & Tourism Contribution to Japanese Economy, 2015

Japanese domestic overnight travel Japanese domestic single-day travel

Japanese travel abroad (domestic expenses) International visitors’ travel in Japan

JPY3.3 Trillion
(EUR23 Billion),
13%

JPY1.3 Trillion
(EUR8 Billion),
5%

JPY4.6 Trillion
(EUR31 Billion),
18% JPY16.2 Trillion
(EUR123 Billion),
64%

Source: Japan Tourism Agency

A.2.3. Percentage of Tourism Jobs that are Seasonal12

The data of the employment in the tourism sector of Tokyo is not available

though, the survey conducted by “the Service RENGO” which is the leading

organization of labor unions of Japanese Tourism and Hotel industries gives us

the clues about the present situation of employments issues in the tourism

sectors. According to their survey regarding the number of workers in the tourism

sectors in 2016, 60% of the total workers are contracted on the permanent

contract basis (normally until 60 years old), meanwhile 40% of the total workers

have contracted based on the fixed term basis and 64 % of fixed terms workers

have contracted based on the less than one year contract.

12) The fact that the term “seasonal jobs” in the tourism industry is not practically applicable in Japan, in this

indicator the number of permanent and fixed term contract employment is discussed.
28
 Table 2.1 The employment in the tourism sectors of Japan
2013 2014 2015 2016 % in 2016

A. Permanent contract 47,137 47,693 48,869 49,204 60%

Fixed term 1 year above 10,864 11,550 11,943 11,553 (36%)

contract 1 year below 21,765 21,323 20,803 20,786 (64%)

B. Fixed term contract (subtotal) 32,629 32,873 32,746 32,339 40%

C. Grand total (A+B) 79,766 80,566 81,615 81,543 100%

Source: Service Rengo, Soshiki Jittai Chosa (2017)13

A.2.5. Economic Impact of Events

Though the data for total number of events in Tokyo is not available, number of

events (exhibitions) that have been held in the Tokyo Big Sight, one of the

largest convention and exhibition center in Tokyo, is indicated in the graph below.

Tokyo Big Sight has more or less consistent number of events (exhibitions) every

year. There were a total of a 304 events (exhibitions) held in 2016.

In order to promote events (exhibitions) in Tokyo, Tokyo Metropolitan

Government has some support schemes both for the organizers as well as

organizations promoting events (exhibitions). According to the interview with

Tokyo Metropolitan Government14, it was stated that the government is providing

a financial support to organizers in order to promote their event outside Japan.

In addition, the Tokyo Metropolitan Government is working to promote the use of

venues such as art museums and gardens and MICE facilities in Tokyo as

unique venues. In line with this effort, the Tokyo Convention & Visitors Bureau

13) The survey was conducted in February 2017 by Service RENGO (The Japan Federation of Service and

Tourism Industries Worker’s Unions) for 173 unions members of Service Rengo and received its replies

from 104 members

14) The interview was conducted with Tokyo Metropolitan Government in July 2017
29
has created pamphlets aimed at local and overseas businesses, showcasing

these unique venues and the aspects of Tokyo's charm they reveal

Figure 2.3 Number of Events (exhibitions) at Tokyo Big Sight

350
302 302 304
290
300 268 275

250

200

150

100

50

0
2011 2012 2013 2014 2015 2016

Source: Tokyo Big Sight Inc. (2017)

Looking at the number of participants in the same convention center discussed

above, Tokyo Big Sight, more than 14.6 million participants have participated in

2016.

Figure 2.4 Number of Event participants at Tokyo Big Sight

18.000
16.050
16.000 15.120 14.690
14.250
13.450
14.000
12.200
12.000
10.000
8.000
6.000
4.000
2.000
0
2011 2012 2013 2014 2015 2016

Source: Tokyo Big Sight Inc. (2017)

30
A.2.6. Inbound Tourism Revenues per Visitor by Source Market

The average consumption by foreign tourists in Tokyo was JPY 151,626 (EUR

1,160) in 2015, 12.3% up from the previous year. Chinese travelers spend higher

than average compared with countries in Asia Pacific and other regions as well.

In the Asia Pacific region, Hong Kong, China, Singapore, and India ranks in the

next position in terms of expenditure. In the case of travelers from European

source markets, Russian Federation spend relatively higher compared to their

counterpart European source markets.

Figure 2.5 Tourism Revenues per visitor by selected source markets

(JPY)

2014 2015
0 50.000 100.000 150.000 200.000 250.000 300.000

Rep. of Korea

Taiwan Pr. of China

China

Hong Kong, China

Thailand

Singapore
APAC

Malaysia

India

Indonesia

Philippine

Vietnam

Australia
America

USA
North

Canada

United Kingdom

Germany
Europe

France

Italy

Spain

Russian Federation

Source: Tokyo Metropolitan Government (2016)

31
Looking at the breakdown of the revenue per tourists in Tokyo by the selected

source markets, the earning on souvenir and shopping is higher from the

majority of tourists from Asia (China and Hong Kong and Singapore in particular).

More than 70% of the Chinese travelers’ spend on souvenir and shopping

purposes. Exceptionally, Indian travelers spend lesser on the souvenir and

shopping segment compared to their Asian counterparts. As for accommodation

revenue, the revenue is higher from tourists of long-haul source markets such as

tourists from North America and Europe.

Figure 2.6 Breakdown of tourism revenue per visitor by selected source

markets, 2016 (JPY15)

Source: Tokyo Metropolitan Government (2016)

15
) 1 Euro is equivalent to 130 Japanese yen
32
A.2.7. Daily Spending per Same-Day and Overnight Visitors

According to data provide by the Tokyo Metropolitan Government, foreign

visitors that traveled to Tokyo for overnight business purposes spent relatively

more than other segments on a daily basis. Again the daily expenditure of those

who are residing out of Japan and visit Tokyo as a day-tripper is higher in both

leisure and business categories. On the other hand, those residing in Japan

(excluding Tokyo) and visit Tokyo for overnight business purposes spend around

JPY 42,104 (EUR 321) on a daily basis, which is higher than same day visitor

visitors in both business and leisure categories.

Table 2.2 Daily spending per visitor, 2016

Type of tourists by their place of residence
Japanese Residents
Classification
(Excluding Tokyo Foreign Visitor
Residents)
Leisure
Overnight JPY33,456 (EUR255) JPY91,766 (EUR699)
purposes
tourists to
Business
Tokyo JPY42,104 (EUR321) JPY106,243 (EUR809)
purposes
Leisure
Same-day JPY8,731 (EUR66) JPY31,135 (EUR237)
purposes
tourists to
Business
Tokyo JPY6,680 (EUR51) JPY30,939 (EUR236)
purposes

Source: Tokyo Metropolitan Government (2016)

33
A.2.8. Percentage of Locally Produced Goods and Services in Tourism
Enterprises

Tokyo has been actively promoting consumption and production in Tokyo. There

are several restaurants with the plate of “using locally produced

ingredients/products” where guests can enjoy special menus containing the

freshest ingredients provided by local farmers in Tokyo. Tokyo also publishes a

guidebook of those restaurants every year which is available free of charge.

Figure2.7 Label that shows qualified restaurants

Source: Bureau of Industrial and Labor Affairs Tokyo Metropolitan Government

the Department of Agriculture, Forestry and Fisheries

Tokyo Metropolitan Government provides a guidebook of restaurants with “using

locally produced ingredients/products”. The followings are some examples;

Restaurants

- Mikuni MARUNOUCHI (Chiyoda): Natural French menu using fresh

Tokyo vegetables.

- Oshiage Yoshikatsu (Sunida): From vegetables, fish, meat, Sake, wine

to spices, everything is from products from Tokyo.

- Sinagawa Kasho Kouan (Shinagawa): Japanese sweets made from

vegetable produced in Tokyo.

Farmers markets

- Farmers restaurant La Mouri table paysanne (Nerima): In addition to

the restaurant, they provide farming experience at their own farm.
34
 (Fruits/vegetable picking)

A.2.9. Exports of tourism services

According to the Japan Tourism Agency (2017) 16 , Japan's balance of

international payments has improved regarding tourism with favorable situation

of international tourism and tourism consumption in Japan. Particularly, Japan

had a payments surplus in every month of 2015, resulting in a total annual

payments surplus of JPY1.9 trillion (EUR15 billion) for the first time in the 53

years since 1962. The surplus further expanded in 2016 to JPY1.3 trillion

(EUR7.9 billion).

The inbound tourism expenditure in 2015 is JPY3.3 trillion (EUR23 Billion),

49.8% increasing from the previous year. The rate of the inbound tourism

expenditure in exports of goods and services is 3.5% in 2015. It drew 1.1 points

increasing from the previous year.

Table 2.3 Inbound tourism expenditure (In billion JPY)
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Inbound
1,343 1,469 1,434 1,170 1,346 998 1,293 1,650 2,207 3,305
Expenditure

Changes from the

24.4% 9.4% -2.4% -18.4% 15.0% -25.9% 29.6% 27.7% 33.7% 49.8%
previous year

Exports of Goods
83,631 93,010 90,730 61,290 75,237 73,343 71,990 80,082 90,135 93,566
& Services

Changes from the

13.9% 11.2% -2.5% -32.4% 22.8% -2.5% -1.8% 11.2% 12.6% 3.8%
previous year

Inbound tourism

expenditure/Expo
1.6% 1.6% 1.6% 1.9% 1.8% 1.4% 1.8% 2.1% 2.4% 3.5%
rts of goods &

services

Source: Japan Tourism Agency (2017), Research study on economic impacts of tourism in Japan

16
) Japan Tourism Agency, (March 2017) Research study on economic impacts of tourism in Japan
35
II. Showcases: Best Practice Examples

A. Development for Universal Design of Tokyo ~ Friendly to all

More than half a century has passed since Tokyo last hosted the games in 1964.

It’s a very different city than it was. Many train and subway stations in Tokyo now

have an increasing number of elevators as well as public facilities with special

bathrooms for those in wheelchairs and parents with babies. There is high

expectation that the Tokyo Olympic and Paralympic Games will be an

opportunity for the city to become truly barrier-free both physically and

emotionally.

The Tokyo 2020 Organizing Committee has published its Accessibility

Guidelines with the purpose of the Olympic and Paralympic Games in three

years' time to be fully inclusive and accessible to everyone. It is also hoped that

the guidelines can act as a blueprint for other Japanese organizations to

promote further their accessibility.

The guideline includes the following points of actions;

- Complete measures to provide a higher level of barrier-free access at Tokyo

2020 Games venues.

- Accelerate the installation of platform doors at stations by supporting railway

operator initiatives.

- Support municipalities that conduct inspections of buildings with the

participation of residents and undertake barrier-free improvements based on

opinions provided by the residents.

36
 - Provide support to municipalities that undertake initiatives aimed at

promoting the removal of barriers in society and barriers to obtaining

information.

Further, various language supports through IT and SNS services by public and

private sectors have been developed.

Translation app

- Himawari: Tokyo Metropolitan Medical Institution Information Service

- VoiceTra: Free app provides communication opportunities to enjoy

communicating with people around the world. Just speak to "VoiceTra" and

translate their own spoken words including 31 different languages. The

translation results will be displayed at the bottom.

- Tokyo Hire-Taxi Association "TAKKUN": Official app of the Tokyo taxi

association. Beyond the framework of single taxi groups, after message

requesting taxi, the closest taxi available running all around Tokyo provides

service. Available in 23 Wards of Tokyo, Musashino-city, Mitaka-city, Tama

area.

- JAPAN TOURISM FACILITIES ASSOCIATION “Safety Instructions for

Hotel and Ryokan”: It is a manual for safety use of hotels and ryokans for

foreign visitors, showing what to do in emergencies in multi languages with

pictograms.

37
 B. Beyond 2020

Figure2.7 Beyond 2020

Source: Cabinet Secretariat beyond 2020 program

Introduction

“Beyond 2020” is the certification system for cultural programs developed by

Tokyo Organizing Committee of the Olympic and Paralympic Games under

Cabinet Secretariat of Japan. The first certification was granted in January 2017

and over 70 programs have been certified as of March 2017.

In anticipation of the post 2020 Olympic and Paralympic Games in Tokyo,

“Beyond 2020” compiles various types of unique cultural programs throughout

Japan to create the legacy for following generations. By certifying the programs

as “Beyond 2020 Program” with specific logo, the programs will be recognizable

and receive the attention by the general public all over Japan and it will promote

neighbourhood tourism in Tokyo.

Any agencies from national, regional and local governments, private enterprises,

and non-profit organizations in Japan can apply for the certificate and promote

their programs by utilizing the logo.

38
 Figure2.8 Logo of beyond2020

Source: Cabinet Secretariat beyond 2020 program

The “Beyond 2020” logo was designed to express the gesture of approbation

such as “like” or “good”. The figure also represents “b” from the word “beyond” or

Japanese hiragana character “wa (わ)” which means traditional Japan.

The logo symbolises the inheritance and enhancement of Japanese culture

beyond 2020 in harmony with all relevant stakeholders.

The call for logo design was advertised among the undergraduate and graduate

students in collaboration with Japan University Consortium of Arts with the

purpose of encouraging youth in the field of arts to take part in the “Beyond 2020”

activities.

Inclusion

To foster the social inclusion of all parts of the society everyone including people

with impairments and visitors from abroad are on board, “Beyond 2020” provides

certification for the following programs and activities in order to encourage

organizations as well as private cooperatives.

1. Promoting Japanese culture

The programs / activities should promote varieties of Japanese culture such as

39
traditional arts, modern performing arts, arts with modern technology, designs

representing “cool Japan”, contemporary media arts, fashion, gastronomy such

as washoku (Japanese cuisine) or sake (Japanese wine), festivals, traditional

crafts, traditional costumes, traditional architectures.

2. Perspective of inclusion

The programs / activities should own the perspective of inclusion to create the

legacy towards the matured society for the following generations.

- Programs / activities to remove the barrier for differently abled people.

- Programs / activities to remove the language barrier for overseas visitors.

Followings are some major programs to be highlighted as examples.

Kanuma Autumn Festival (Traditional festival)

Being certified as UNESCO Intangible Cultural Heritage, Kanuma Autumn

Festival in Tochigi prefecture which is traditionally organized by local community

is now highly recognized by the international tourism market. During the festival,

more than 20 carts with traditional carvings are carried to local shrines and court

musicians called Buttuke are performed opposite. The organizer of the festival

made collective effort to develop brochures in four different foreign languages to

attract international visitors.

Japan “Kampai” to the world Campaign at the airports (Gastronomy)

The promotional campaign at several international airports to introduce

Japanese traditional alcohol such as sake, shochu and awamori has been

initiated by Japan Sake and Shochu Makers Association. Tourists at the airport
40
can taste and inquire about those alcohols at the campaign booth. Bilingual

staffs are allocated to meet the needs of international customers.

Figure2.9 Kanuma Autumn Festival (Traditional festival)

Source: Kanuma Autumn Festival Organizing Committee

Figure2.10 Japan “Kampai” to the world Campaign at the airports (Gastronomy)

Source: Japan Sake and Shochu Makers Association

Nichigaku Kokuban Art Koshien Competition ® (Contemporary media arts)

The contemporary art competition using black board (kokuban) and colourful

chalks has been organized by Nichigaku Co.,Ltd., the private company

producing educational equipment such as blackboards. The art competition is

41
managed by several languages such as English and Chinese for international

community to take part in.

Figure2.11 Nichigaku Kokuban Art Koshien Competition ® (Contemporary
media arts)

Source: Nichigaku Co.,Ltd

Ozumo “Beyond 2020” Basho (martial arts)

Sumo, the national martial arts of Japan has become one of the major

attractions for the international tourists. Ozumo “Beyond 2020” Basho was held

in October 2016 as a significant kick-off event for “Beyond 2020” program. Over

3,000 audience including overseas visitors and differently abled people are

invited at the event with the adequate care such as English brochures and

signboards, sign language interpretation and point system interpretation.

C. “Mori no Nigiwai” events

Background

The Tokyo Chamber of Commerce and Industry together with JTB Corp. have

been organizing the community based performing art events in Tokyo, named

42
Mori no Nigiwai, meaning the festivals of sacred woods”, as one of the

authorized events of “Beyond2020”. Every community has its own intangible

cultural activities which have been handed down from generation to generation.

As there are hidden sanctuaries such as the sacred woods in the deep

mountains area which people are worshiping as the heart of the local

communities, there are intangible activities which is connecting the minds of the

people in that region. “MORI-NO-NIGIAWAI” - The performing arts and ritual

events based on the local communities carefully selected by tourism experts of

JTB Corp. and the Tokyo event in October 2017 will be the 130th of its kind and

memorial performances since 1981. It was initiated by the leadership of Mr.

TAGAWA, the present chairman of JTB Corp.

Figure2.12 Mori no Nigiwai Tokyo

Source: JTB Corp

Japan has been suffering from the unbalance of its population between urban

and rural area and also has been facing with increasing depopulation in some

rural areas recently. The Government of Japan under the strong leadership of

Prime Minister Shinzo ABE, has been strengthening the tourism sector as the

43
driver to revitalize the rural communities with public and private partnership. It is

important to understand how tourism can create the innovative cycle to attract

the people from urban to the rural area. In the above context, this

“MORI-NO-NIGIWAI” event in Tokyo is tackling the four challenges the tourism

can create and support as below.

Encountering the hidden treasures in the local communities

The festival is catering the local cultures which they have been passed down

through generations from their ancestor based on their local communities. This

rich cultural asset is a great opportunities for tourists and visitors to encounter

the hidden local treasure to deeply immerse in the real life of the destination. The

Tokyo event introduces not only the local Tokyo ritual festivals and traditions but

also the rural festivals and folklore outside of urban areas such as the festival in

OKINAWA(沖縄) and TOHOKU (東北) region where the great East Japan

Earthquake hit in 2011 to support the regions.

Community engagement: Fostering the local pride and value

JTB as one of the initiating partners is also prioritizing the local community and

its citizens by providing them the performance opportunities. The local citizens

also benefit from this great moment to look back, recognize and reflect on their

cultural background together with families, neighbors and the local population

through this event. The host communities regain their pride and reconfirm the

importance of local values and traditions for the local people in that area.

Needless to say, the events have created opportunities for elders and seniors to

share their knowledge and teach the younger generation about the cultural

44
legacy in order to ensure that their traditions and local culture keep being

practiced and will be passed on to the next generation.

Enhancing the exchanges between local communities and tourists

There are also various opportunities for local communities to interact with

tourists and visitors before and after the event. JTB has established a

communication zone for farmers, fishermen, craftsmen and local people so that

they can showcase their local products at the venue directly to the visitors before

and after the performance. This is an ideal setting to promote some hidden

treasures, like delicacies and handicrafts which are mostly hand-made or

organic and contribute to the local economy. Also, after the event, the performing

groups are always recruiting new members or future performers from the

audience whether they are living in the communities or not, to preserve the local

intangible culture as well as to keep the enjoyment and excitement of the local

communities handed down from the elders.

Creating the new values and culture from the traditions

Lastly, JTB is also accelerating the process of creating innovative values through

above mentioned exchanges. “KABUKI” performing arts, which is one of the

traditional performing arts of Japan, was the new performance among the

people in the Edo period (the 17th century) , nevertheless it is nowadays is still

trying to be a cutting edge art performance in the world. Hence

“Mori-no-Nigiwai (The festival of sacred woods)” is also providing a platform on

which local people face the challenge to create the most innovative performance

based on the local traditions and cultural legacy.

45
Outcome and impact

JTB’s "MORI-NO-NIGIWAI (The festival of sacred woods)" event is contributing

to the sustainable growth in the local communities through tourism in terms of

the economic, cultural and social aspects as its basic philosophy is based on the

three pillars below.

1) Economic sustainability through creation ofe tourism products and its sales

promotion.

2) Cultural sustainability through promoting its active practice of traditional

culture and entertainment.

3) Social sustainability through fostering exchanges between the different

generations.

D. Best Practice of Tokyo Chamber of Commerce and Industry

From the interview with Tokyo Chamber of Commerce and Industry (TCCI), two best

practice examples were identified and discussed – International Good-Will Shop

(IGS) and Premium Boccia Friday. The purpose of these two best practices is

unique in their objective as the former one aims at providing quality services for

inbound travelers to Tokyo, whereas the later one target employees, residents

and other stakeholders.

International Good-Will Shop (IGS)

International Good-Will Shop (IGS) is an initiative designed to certify shops that

meet quality and foreigner friendly service provision standards. These standards

46
are consists of serving English menu, hire English speaker staff, serve tourists

with authentic Japanese hospitality and others. Shops that are qualified to meet

these standards are entitled to acquire an IGS logo from Tokyo Chamber of

Commerce and Industry (TCCI) to display in their shop. In addition, TCCI include

these shops in its promotion package at global level.

Figure2.13 International Good-Will Shop

Source: Tokyo Chamber of Commerce and Industry

IGS was practically implemented during the 1964 Tokyo Olympic and it was

successful in terms of enhancing the service performance. TCCI is considering

introduction of the IGS system again for Tokyo 2020 somehow in revised and

better form.

Premium Boccia Friday

Premium Boccia Friday is an initiative designed to promote Boccia sport as well

as support the Japanese work force to engage in several entertaining activities.

The term ‘Premium Friday’ refers to the nationwide campaign encouraging

people to leave their work early on the last Friday of every month. This

nationwide campaign started this year February and currently many companies
47
are joining to the mission.

Several stakeholders are involving in Premium Boccia Friday, among others,

Japan Business Federation, Olympics & Paralympics Economic Circle Council,

Tokyo Chamber of Commerce and Industry, Tokyo Metropolitan Government,

Premium Friday Promotion Council are the major ones. In the Premium Boccia

Friday game employees of a certain company establish a team and play with

teams of other companies. However most importantly, this initiative aims to

achieve the concept of barrier free for all and enhance attractiveness of Japan.

III. Summary and Challenges

Tokyo has been experiencing a rapid growth with various issues associated with

urban design and planning as well as environment. A significant growth has

been recorded in areas such as economy, livability, accessibility and others. The

tourism industry is also one of the areas where Tokyo has a strong leverage on,

as more than half of the international tourists to Japan are arriving in Tokyo.

However, despite such strong economic and urban development, the city has

been encountering with several challenges such as high population density and

others. Some of these and other challenges of Tokyo are discussed below.

One of the main challenges facing Tokyo today and for the foreseeable future is

the very high population density of the city and its metropolitan area. High

population density is a challenge as Tokyo has a limited land area to

accommodate its residents. This further creates overcrowding in roadways,

pedestrian lanes, and other public service areas. Besides, high population

density will have an extended impact on Tokyo’s economy, particularly in terms

48
of land prices. It is known that real estate in Tokyo is one of the most expensive

in the world.

The second major challenge which Tokyo has been facing is lack of

multiculturalism. The fact that Tokyo has the lowest number of foreign-born

residents, the City is characterized by the slowest growth to attain

multiculturalism compared to other global cities. This further affects the tourism

industry as the City’s retailers and service providers have been struggling in

serving foreign tourists both in English and other foreign languages. Hence,

hiring of a staff that is conversant in more than one language is remains a

challenge for majority of tourism related service providers in the City.

The third major challenge is as the number of inbound tourists to Tokyo is

continues to increase, the City faces lack of accommodations. This is a big

challenge as Tokyo’s average room occupancy between January and December

was indicated around 85% in 2016. Hence, expanding the accommodation

capacity is crucial if the City to welcome more number of tourists until 2020

Tokyo Olympic and Paralympic Games. Several ways can be considered in

order to cope with rising demands for accommodations in Tokyo. For instance,

making Japanese traditional inns (ryokan) more accessible to foreign visitors

and institutionalizing vacation rental businesses can be considered as some of

the fundamental solutions to the challenge. In fact, the national government

enacted a new law allowing Airbnb hosts to rent their homes and apartments.

Local authorities (including the Tokyo Metropolitan Government) can further

implement their own rules.

49
IV. References
Bureau of Industrial and Labor Affairs Tokyo Metropolitan Government the
Department of Agriculture, Forestry and Fisheries (2017), Introduce the plate of
“using locally produced ingredients/products”, Tokyo.

Beyond 2020 program (2017), About Beyond 2020 (online), available at:
www.kantei.go.jp/jp/singi/tokyo2020_suishin_honbu/beyond2020/index.html
(02-08-2017)

e-Stat, Portal Site of Official Statistics of Japan 2017 (online) available at:

http://www.e-stat.go.jp/SG1/estat/eStatTopPortal.do (25-08-2017)

Euromonitor International (2014), CITY TRAVEL BRIEFING: TOKYO, pp.10

(online), available at: www.euromonitor.com/ (02-08-2017).

HVS (2015), In focus: Tokyo, Japan, pp.3 (online), available at: www.hvs.com/

(02-08-2017)

HOTERES (2017), Plan for new open hotels near Tokyo area (online), available

at: http://www.hoteresonline.com/ (15-07-2017)

Japan Association of Travel Agents (2012), Described tourism industry from the

figure, JATA, Tokyo, pp.1-8

Japan Association of Travel Agents (2013), JATA to Start “Quality Assurance

System for Tour Operators”, JATA, Tokyo

Japan National Tourism Organization (2017), The number of foreign tourists,

JNTO, Tokyo.

Japan Tourism Agency (2016), Report of economic ripple effect from MICE and

research market research project, Tokyo.

Japan Tourism Agency (2014a), Employment in the tourism industries, Tokyo

50
Japan Tourism Agency (2014b), Report of Economic Impact of Travel on Japan,

JTA, Tokyo.

Japan Tourism Agency (2011), Research of Economy within tourism area, JTA,

Tokyo, pp.3, 5

Ministry of Finance (2017), Trade Statistics of Japan, Tokyo

Ministry of Land, Infrastructure, Transport and Tourism (2017), Statistics of travel

research, MLIT, Tokyo

Service Rengo, Soshiki Jittai Chosa, Market Survey (2017)

STR Global (2015-2017), Japan Hotel Review, available at: www.strglobal.com/

(02-08-2017).

Tokyo Big Sight Inc. The number of events (exhibitions) and participants (2017)

online, available at: http://www.bigsight.jp/ (22-07-2107)

Tokyo Metropolitan Government (2016a), Research about tourists of Tokyo in

2016, Tokyo, pp.3

Tokyo Metropolitan Government (2016b), Report of Characteristics of foreign

tourists in Tokyo, Tokyo, pp.29

Tokyo Metropolitan Government (2016c), Report of Characteristics of foreign

tourists in Tokyo, Tokyo, pp.9-10, 12

Tokyo Metropolitan Government (2016d), Situation of surrounding tourism,

Tokyo, pp.8, 31

Tomslee.net (2015), Airbnb downloadable data sets (online) available at:

http://tomslee.net/ (12-02-2015)

51
Yamato, N., Hori, N., Ito, K., Dustan, P., and Isogaya, H. (2016), ‘Key Findings of

the GPCI-2016’, GLOBAL POWERCITY INDEX 2016 [electronic database], 20,

Tokyo, pp.1-3, available at: Institute For Urban Strategies The Mori Memorial

Foundation (MMF)/ GPCI SUMMARY (02-08-2017).

52