A NEW NATIONAL VISION FOR TOURISM IN JAPAN

JAPAN ENDLESS DISCOVERY

I TOKYO, KYOTO AND OSAKA I GETTING AROUND I A TASTE OF JAPAN I I A JOURNEY INTO THE UNKNOWN I A FAMILY VACATION IN TOKYO I WWW.THEWORLDFOLIO.COM

01 FITUR 2017 TWF cp 2.indd 1 09/01/17 15:37 02-03 Contents-letter.indd 2 09/01/17 15:39 3 The Worldfolio Japan

Japan, a land where tradition infuses perfectly with modernity

The tourism sector is probably the most relevant industry in terms of the construction of a country brand. But common generalizations and stereotypes are often made about all destinations, countries and regions. France, the United States, Mexico, Spain, China, the United Arab STAFF Emirates; all of these countries are subject to stereotypes. But none more so than Japan, where a lack of information has generated gaps that have been lled ith lingering and soeties donright alse isconceptions. ÁLVARO LLARYORA When you think about Japan, what comes to mind? Crowded and Chairman, The Worldfolio expensive Tokyo? Mount Fuji? How tourists percieve a country can often be JONATHAN MEANEY very different from the local perspective, and sometimes the best destinations Chief Editor, The Worldfolio and experiences can be found far away from the well-trodden tourist path. Understanding Japan is absolutely fundamental to properly enjoying KRISTIN KJELLGARD Creative Director Japan, either as a holiday visitor, resident or business traveler. From misunderstandings, such as that international credit cards are not widely Art Direction & Graphic Design: accepted, to critical realities such as the language barrier; this publication EDUARDO BERTONE & IGNACIO PLASENCIA has one mission only: to showcase the real Japan and the future of its tourism Project Director: industry from an economic perspective. JOSE ANTONIO SANTOYO The Worldfolio has established a long-standing presence and ongoing operation in Japan and has published more than 80 pages of exclusive Project Coordinator: content focusing on the country in relevant international media in the U.S. LOUISE GRANKVIST and Europe. Therefore, this publication is our opportunity to share our

Editorial Director: experiences of our travels and interviewing the top leaders in the tourism ANTOINE AZOULAY sector. The support of the Japan National Tourism Organization has been critical for us to develop this material and we would like to express our Project Assistant: appreciation in this publication. YOSHIE ISOMURA In this magazine, you will discover more about Japan and the economic importance of one of its fastest growing industries, from Tokyo’s eccentricities Regional Director: GEMMA GUTIERREZ and Hokkaido’s ski slopes, to the new role of tourism as an economic engine to boost growth in rural areas, addressing the challenges posed by an aging Special Thanks To: and decreasing population. We hope you will enjoy learning more about JAPAN NATIONAL TOURISM ORGANIZATION, JAPAN this truly fascinating country; a land where tradition infuses perfectly with TOURISM AGENCY, WEST JAPAN RAILWAY CO., modernity. NAVITIME & ASAKUSA HANAYASHIKI

The Worldfolio Team

TABLE OF CONTENTS

4 Enterprises come together 12 Tokyo, Kyoto and Osaka: 20 A taste of Japan 24 Take a journey to form national vision for your comprehensive ten-day into the unknown tourism itinerary

02-03 Contents-letter.indd 3 09/01/17 15:39 The Worldfolio Japan 4 ENTERPRISES COME TOGETHER TO FORM NATIONAL VISION FOR TOURISM

In this interview with the Worldfolio, Ryoichi Matsuyama, President of Japan National Tourism Organization , discusses how tourismrelated enterrises have come together to form a unied voice to reach a common goal, as well as the incredible growth of the tourism industry over the ast ve years, and how the industry, which was traditionally in the back seat, is now seen as a major driver of economic growth

Tourism in Japan has increased dramatically in the past five years. It seems now that the pace of growth is stable and a lot can be expected from the sector economically speaking. However, Japan still has room for growth, especially when compared to the top touristic countries such as Spain, rance, Meico or Italy. What is your view on the tourism sector growth and where does this success reside in your opinion Which is your forecast for upcoming years? apan is currentl living a ver exciting tie. or the rst tie in history, our country is truly trying to open itself to the world. Japan is commonly known for its expertise in manufacturing, represented by globally reknowned brands such as Toyota or Panasonic. Previously, tourism was still considered to be a sub-sector, with a marginal impact on the overall economy. However, Prime Minister Abe’s administra- tion has made tourism one of the core pillars for economic growth, transforming Japan into a touristic destination. Ryoichi Matsuyama, President of Japan National Tourism Organization (JNTO) Historically speaking, outbound tourism has always surpassed inbound arrivals. Japanese tourists spend around $16 to $18 billion Lastly, we enforced the cruising-business around the Japanese a year, making us a great contributor to the international tourism sea. Asian nations have seen a sharp enhancement of the middle class, sector. or inbound touris our historical gure stood at around and the rst thing people ant to do hen the have one is travel. to illion arrivals. Ater Abe took oce e sa a sharp increase. Cruising allows us to tap into that market. While experts argue that 2015 was the eighth consecutive year that inbound tourism surpassed the depreciation of the yen also played a key factor, I believe that it outbound departures. or the rst tie in ears this represents a did not in comparison to the ones I named. While the Yen might have yearly increase of around 15-20 percent. a direct impact on tourists’ shopping patterns, I do not believe that ut o the illion tourists e received in ve illion it has an impact on the amount of people that decide to come here. were Chinese, four million were Koreans and three and a half million e are becoing a touris oriented countr aiing at illion ere ro aian. or the rst tie in histor e also received ore inbound tourists b and illion tourists b generating than one million Americans. These statistics show us that around 80 a total expenditure volue o trillion en b . n hen percent o our tourist influx coes ro neighboring countries hich we surpassed the 10 million bar, we set our objective for 2020 to 20 is, by world standards, normal. illion. oever e achieved that nuber last ear so a condent Our strategy at this moment is therefore to increase our tour- that we will reach our objective. istic base beyond the Asian scope. We are therefore launching governmental initiatives, such as the relaxation of visas for Asian The trillionyen ependiture is a government target countries. We are also installing tax-free programs for visitors, Absolutel it is the rst tie in histor that the apanese governent is allowing them to avoid taxes for purchases over 5,000 yen (ap- putting a sales target on inbound tourism. To achieve that objective, we prox. . Across apan e have around taxree shops have three aor pillars. he rst one is to enhance regional touris. as of April 2016. Japan has many hidden beauties, unknown to the international tour- Furthermore, we are facilitating immigration procedures so that ist. We want to focus our efforts on promoting lesser known regions. tourists can gain time when arriving in Japan. Our aim is to have a The tourism industry in Japan has been marginalized for too long. system which allows immigration to take no longer than 20 minutes. For example, when compared to the construction industry, our sector At Tokyo Narita Airport, we have already been able to reach that tar- generates a similar amount of money. However, construction companies get. However, in airports with a large number of Chinese travellers, have a clear political force, a voice that tourism did not have. Histor- the visa requirements make it harder. We are therefore aiming at a ically speaking, tourism companies were SMEs, working hard but in queueing line of no longer than an hour. an isolated anner. o secondl e ant to create a unied voice or We are also aggressively promoting our country as a whole. the tourism sector to have more weight on the political and economic Major tourism-based companies have always existed in Japan, but arena. e ant to ake our sector a protable one ith directive poer. they focused on their individual targets while largely disregarding Third, we want to create a foreigner-friendly environment. For the common objective. We therefore started implementing a more example, we acknowledge the neccessity to push for the installation nationalistic vision, where all players joined together to reach the of WiFi connection around the country, allowing all tourists to be common objective of 20 million visitors. connected. Setting up these goals is crucial to the success of our in-

04-05 JNTO Q&A 2.indd 4 09/01/17 15:40 5 The Worldfolio Japan

dustry. Japanese people are like that, once there are common goals and targets implemented, we become willing to work relentlessly in “We are also aggressively promoting our country order to achieve them. I am very optimistic for the future. If we look as a whole. Major tourism-based companies have at 2015’s country ranking in terms of tourism, Japan comes in at 16th always existed in Japan, but they focused on their place, with France holding the top spot with more than 80 million individual targets while largely disregarding entrants. Achieving a total o illion tourists ould put us in the the common objective. We therefore started fourth position worldwide. implementing a more nationalistic vision” an you tell us more about the shortterm goals you have set We have set four short-term goals. Firstly, we want to increase the infrastructural capacity of the country, creating larger and better air- change that “someday” to “today.” To do so, we must inform visitors ports and marine ports. Secondly, we want to construct more hotels. and international representatives about the true facts regarding a visit We are currently trying to attract foreign investors to build more tour- to apan. urtherore e need to invite ore influential people such ist-friendly hotels. Thirdly, we want to host successful world events, as bloggers, to come to Japan. These opinion leaders will then promote starting with the Rugby World Cup in 2019, the Olympic Games in our country on their personal communication mediums, effectively 2020 and the World Masters Games in 2021. We want to effectively giving Japan a voice spoken by an outsider, and inviting their followers utilize the attention received from these mega-events to promote and to discover our country. Word of mouth is key to success. brand our country. Lastly, we want to create a foreigner-friendly en- vironment. The government has therefore directed the improvement How can the government invite the Japanese private sector to follow o secondar trac linking our cities together hile ocusing on its own efforts? practical applications, such as creating more WiFi spots. In terms of revenue, the tourism industry in Japan enjoys a great size. However, 90 percent of Japanese tourists travel to internal destinations, What is the role of travelling websites, such as Airbnb in reaching that leaving a mere 10 percent to international visits. In France, one third obective o the population goes international a nuber that reaches percent From a traveller’s point of view, vacation rental websites such as Airbnb in South Korea. In order to make our private sector more aligned are a user-friendly solution. We believe that these initiatives are one with our goals, we must balance the focus between the international of the best solutions to solve the shortage of accommodation in Japan. market and the domestic one. Our country is facing challenge of an aging society, and this creates a need to go international. Targeting Have you put a special strategy in place to promote the Olympic ames international tourists is an effective way to overcome our decreasing We started launching intense marketing activities during the Rio Olym- demographic line. Japanese people are very friendly but very shy. pic Games. The Rugby World Cup will set the stage for the Tokyo Because of this personality trait, some of our citizens are less keen to Olympics, as the World Masters will retain the attention gathered. We see a greater number of strangers coming in. However, this part of have created three arrows in order to host successful Olympic Games. our mentality is changing as our country opens up. First, we want to host environmentally friendly games, putting an effort on green alternatives and positioning ourselves as the caring county How is JNTO encouraging local communities to promote unconventional that we are. Secondly, we want to create the Japan brand, showcasing destinations more aggressively what our country stands for and what it has to offer to the eyes of the The government is currently in the process of establishing a strong world. Third, we want the Games to have a national impact, beyond estination arketing rganiation . his organiation groups Tokyo and Osaka, by taking visitors to our lesser-known regions. local companies from the private sector and allows them to showcase Fourth, we want to re-enforce volunteering activities. their region’s beauty in a joint manner. The government is currently planning to enforce over 100 DMOs around Japan. Can you tell us more about the misperceptions you see between the Jap- anese reality and what the rest of the world thinks? Japan is currently competing with and often beating second-tier coun- One of the lingering misperceptions is that Japan is a very expensive tries, such as oland or the Netherlands. Soon enough though, it will be country. However, according to TripAdvisor, Tokyo is not that expen- competing for tourists against the top players, such as rance and Spain. sive, especially when compared to the world’s most visited cities such What will be Japans competitive advantage when competing with the as New York and Paris. We are cheaper than London, and close to worlds top destinations Singapore or Hong Kong. The people of Japan is our main competitive advantage. Our normal life and culture are simply mesmerizing. Another point is that soon our organiation has promotional bases around the world. How is JNTO enough, we will be working together to reach our common objectives. working to make Japan more attractive and what is the message you are trying to enforce? What are Japans main attractions When many foreigners think about Japan, they think: “It is a nice Our attraction is based on the fusion between the cultural and the place, and I want to go there someday, but not now.” JNTO’s role is to modern, or even, the futuristic. However, this fusion between history and modernity is poorly represented. One of our problems is that there are almost too many attractions in Japan. When I meet with “The people of Japan is our main competitive leaders of the private sector, I always stress the need to focus their advantage. Our normal way of life and culture promotions and to focus their activities. Many people that come here are simply mesmerizing. Another point is that leave satised. or urope and the ..A. apan is still not a touris soon enough, we will be working together to destination, and that is what we must change. Japan is not a once in reach our common objectives” a lifetime trip, it is a trip that must be repeated.

04-05 JNTO Q&A 2.indd 5 09/01/17 15:40 The Worldfolio Japan 6

OVERSEAS RESIDENTS’ VISITS TO JAPAN According to JNTO, the estimated number of international travelers to Japan in November 2016 reached 1.88 million (+13.8% from ovember , recording the highest gure for ovember. he accumulated number of visitors reached . million u to ovember, a . increase comared to same eriod of , and exceeded million for the rst time in history.

2020 2016 THE TARGET JANUARY TO NOVEMBER 40 million VISITS 21.9 million VISITS

OVERSEAS RESIDENTS’ VISITS TO JAPAN BY YEAR

Unit million 21.9 20 18 16 12 14 10 8 6 4 2 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Jan-Nov 0

OVERSEAS RESIDENTS’ VISITS TO JAPAN BY COUNTRY AND REGION Although hina, outh orea, aiwan and ong ong continued to occuy a share of almost of the whole market, the increase from last year slowed down. y contrast, the share of uroe, orth America and Australia was small, they all saw an increase of more than comared to the revious year.

OVERSEAS RESIDENTS’ VISITS TO JAPAN BY COUNTRY/REGION 2015

NORTH AMERICA SOUTH AMERICA EUROPE OCEANIA SOUTH KOREA ASIA OTHERS

HONG KONG

TAIWAN CHINA

SOURCE: Japan National Tourism Organization

06-07.indd 6 09/01/17 15:43 7 The Worldfolio Japan

HOW DOES TRAVEL & TOURISM COMPARE TO OTHER SECTORS?

JAPAN GDP FORECAST BY INDUSTRY JAPAN GDP IMPACT BY INDUSTRY

AVERAGE ANNUAL GDP GROWTH OVER NEXT DECADE SHARE OF TOTAL ECONOMY GDP

-0.7% -0.7% -0.5% -0.3% 0.4% Indirect & Induced Direct 30% 25% 20% FINANCIAL AGRICULTURE MINING BANKING EDUCATION 15% SERVICES 10% 0.5% 0.6% 0.7% 0.7% 1.7% 5% 0% MINING BANKING EDUCATION CHEMICALS IL (WITHOUT AUTOMOTIVE AUTOMOTIVE WHOLESALE) AGRICULTURE

CHEMICALS RETAIL (WITHOUT AUTOMOTIVE TOTAL TRAVEL & VEL & TOURISM R ETA MANUFACTURING MANUFACTURING

MANUFACTURING WHOLESALE) MANUFACTURING ECONOMY TOURISM T RA FINANCIAL SERVICES

ravel ourism direct industry exanded Travel & Tourism generated a total impact of $US 343 billion between and while the total economy of aans in . expanded 16%. ravel ourism total imact is larger than that of ravel ourism is exected to grow at an annual mining, education, agriculture, and banking sectors. average of . over the next decade. n terms of its direct , ravel ourism is nearly the same In comparison, the automotive manufacturing sector is sie as that of the banking sector. forecast to grow ., and the total economy is exected to ased on its direct, indirect, and induced imact, ravel exand . er annum, in real, inflationadusted terms. ourism generated . of aans in .

SOURCE: World Travel and Tourism Council SOURCE: World Travel and Tourism Council

HOTEL DEALS JAPAN PRICE COMPARISON

Investment in Japan’s hotel sector has surged A common misperception is that Japan is in recent years as aan has attracted a a very exensive country. owever, a record number of foreign tourists reort by riAdvisor shows that okyo is BILLION YEN considerably cheaer than other maor cities like ew ork, ondon and aris. 300

HOTEL TAXI DINNER COCKTAIL TOTAL

200 LONDON 325 38 132 40 535

PARIS 375 30 105 53 525 100 NEW YORK 375 19 87 36 516

0 TOKYO 202 29 88 34 353 2010 2011 2012 2013 2014

SOURCE: Real Capital Analytics SOURCE: Trip Advisor 2014

06-07.indd 7 09/01/17 15:43 The Worldfolio Japan 8 BUILDING INFRASTRUCTURE AND JAPAN’S IMAGE AS A LAND OF DIVERSITY The Worldfolio sits down with the Commissioner of the Japan Tourism Agency, Akihiko Tamura, to discuss the incredible growth of the tourism industry, how aan aims to showcase its diversied facets to attract more .. and uroean visitors, and building infrastructure to deal with the influx of tourists over the coming years

What is your take on the rapid growth of the Our statistics also show that Europeans tourism industry in Japan over the past few and Americans spend more time and money years and why did it become a major priority and show more interest for our culture and for the government? heritage than Asians do. Americans and Eu- Japan is suffering from a negative demographic ropeans are aware of the major attractions line, and under such circumstances, we must of Japan. However, they ignore the com- prioritize our foreign visitors. Tourism is one of plete picture of the country; they ignore its Japan’s most rapidly growing sectors, and it is diversity. part of the answer to our structural problems. In Japan’s cultural heritage is present 2015, we saw a 20-percent-plus yearly increase throughout the country. However, true Jap- in tourism, followed by a clear growth pattern anese authenticity cannot be found in Tokyo in expenditure and consumption. Growth in or Osaka, it has to be discovered in the re- inbound tourism cannot be explained by the gional areas. From the north to the south of fluctuation o the en onl. espite the rise o Japan, tourists have the possibility to enjoy a the yen, we have seen that tourism has kept multitude of varying landscapes and changing on growing. weather. From the beach to the mountains, Akihiko Tamura, Commissioner of the Japan Tourism Agency JAL and ANA’s sales ratios are rapidly ou can nd everthing in apan. apanese changing. Before, these carriers were focused Eighty percent of our total visitors are from people are culturally different based on where on doestic flights. oda around per- Asia and we recently relaxed the visa require- they belong. In Hokkaido, you can enjoy a very cent o their sales coe ro oversea flights. ments for Asian countries, making Japan an different mountain culture, while in Okinawa, easier place to visit. However, visitors from our the beach-spirit applies. A lot of these overseas visitors are coming from neighboring countries spend less money and Asia. Why is it important to diversify source stay a shorter amount of time. This forces us to How are the upcoming Rugby World Cup in 2019 markets and to attract more European and U.S. promote our country’s services to attract new and Olympics in 2020 a perfect opportunity to visitors? visitors, such as Europeans and Americans. promote brand Japan.

“The Rugby World Cup in 2019 followed by the Olympic Games in 2020 will put Japan at the center of the worlds attention. The challenge here resides in maintaining the momentum of tourist flow ostlymics. To establish the Japan brand, we must romote a long term image”

Copyright: Cesar I. Martins

08-09 JTA Q&A 3.indd 8 09/01/17 15:46 9 The Worldfolio Japan

“Our statistics also show that Europeans and Americans spend more time and money and show more interest for our culture and heritage than Asians do. Americans and Europeans are aware of the major attractions of Japan. However, they ignore the complete picture of the country; they ignore its diversity”

The Rugby World Cup followed by the Olym- We are currently enhancing our digital in- pic Games will put Japan at the center of the frastructure in order to make our country more world’s attention. The challenge here resides visitor-friendly. We are currently working on in aintaining the oentu o tourist flo three pillars rst e ant to ake travelling post-Olympics. To establish the Japan brand, a stress-free activity. To do so, we will facilitate we must promote a long-term image. free WiFi connection nationwide while enhanc- One of Japan’s main problems is its image, ing multi-lingual installments. In collaboration as it simply doesn’t grasp the full picture. What with the Internal Affairs Ministry and the Min- we are trying to do at the moment is to showcase istry of Economy, Trade and Industry, we are the truth behind apans diversied acets. also currently subsidizing private and public organizations to provide free WiFi. Last year Japan welcomed over 20 million In Japan, we are opened to experiencing tourists, and the government has set a target new innovative ideas to simplify the entire trav- to double that figure to million by the time eling experience. the Olympics come around in 2020. But does Daichi Suzuki, First Commissioner of the Japan Sports Agency Japan have the infrastructural capacity to deal with this inu, particularly in lesser visited While progress can still be made, we can A and AAs sales ratios regional areas that are going to receive record utilize some 97 airports, spread throughout the are rapidly changing. Before, numbers of tourists, and Tokyo, Osaka and Kyoto country; and if we add to that the Shinkansen these carriers were focused on where hotels and airports are already dealing high-speed trains, Japan has the right trans- domestic flights. oday, around with serious capacity constraints? portation infrastructure to host a large number ercent of their sales Over the years to come, Japan will experience of visitors. a drastic change in the tourism environment. In the Tokyo and Osaka areas, the ac- come from oversea flights We are aiming at diversifying destinations while commodation capacity is growing tight. In the While progress can still be reducing the transportation burden. But I am future, we will strive to enhance our accom- made, we can utilize some 97 not worried about our infrastructure. Once the modation capacity at a rapid pace. To do so, airports, spread throughout the visitors start pouring in, the private sector will we are actively trying to attract investors while country; and if we add to that enhance its transportation capacity to harvest regulating the ‘sharing-economy’ companies the Shinkansen trains, Japan the growth provoked by tourism. like Airbnb. has the right transportation infrastructure to host a large number of visitors”

08-09 JTA Q&A 3.indd 9 09/01/17 15:46 The Worldfolio Japan 10 NAVITIME, MAPPING JAPAN

n aan, new technologies are nding natural synergies with the tourism industry, and are not only see as a business oortunity, but also as a solution for develoing economic growth in rural areas. n this interview, eisuke nishi, resident and of avitime, talks about how the avitime a is the ideal guide for any visitor to aan

Abenomics’ third arrow regarding the growth strategy has been faced closest to the specic exit in order to save tie. As ost sstes with criticism in media, and one of the reasons is the challenge of Japan’s require the users to walk for a bit once they get out of the metro to shrinking and aging population and the failure in addressing the issue. reach their destination, we have enabled our services to facilitate for One of the key words moving forward will be “efficiency”, and for that, the user as soon as they step off the train. big data and software design will be crucial in tackling this issue. How With which platform to go to, which exit to use, and how many has the transportation sector evolved over the past 10-15 years and how minutes it will take to transfer between trains, the user will get the do you believe it will develop in the future in terms of approaching the tailored itinerar ro start to nish. o ensure the accurac o our demographic challenges? itineraries, our employees measure each route by foot. This has ensured The global communication industry is booming tremendously, and the trust and condence e have ro our users. ndeed it is a hassle has been for the past 20 years. Today, it is an integral part of our daily to go to each destination and measure in person how long it takes to get lives, but when I was in school, GPS systems for cars had not yet been from one point to the other, but this is something a company the size developed. I have myself witnessed the development process from car of Google could never do, which is why it is even more important for navigation systems, to phone devices, to phone navigation systems us to be able to provide it to our users. This, in combination with our used in each person’s daily life. The communication industry has high-function algorithm, we have gained the strong trust of our users. evolved very quickly, which has facilitated the movement of our sector. The cell phone boom initiated around the millennium and the Beyond the GPS and mapping service, NAVITIME is also involved in consul- installation of the GPS system into phones in 2001. In 2003, navigation tancy. In the 21st century, understanding consumer behaviour and the way applications using GPS positional information to navigate was released people work will be one of the most important things. Companies such as in the market, and due to all these developments, phone GPS naviga- IBM and Google have made bold moves in buying start-ups offering mapping tion came into common use. The phone carriers started developing services. How important will it be for NAVITIME to develop mapping and the flat rate plans or internet use on phones or the custoers and collaborating with the public and private sector to understand customer by this time it had become the general norm to own a cell phone. behaviour? Both the communication sector and the development of the different We collaborate with the regional municipalities to attract tourists to devices have been increasing over recent years, especially with the the different regions and get them to visit as many places as possi- release of the iPhone. ble, however, ultimately it is a matter of how, or what the users are interested in. That is why we offer the navigation system to foreign NAVITIME is in a very competitive market, one where companies with tourists and utilize big data to gather knowledge. With the promotion the most reputable names in the world are well established, such as of the different regions, the results are evident directly through our Google, and Microsoft, among others. This is a big challenge, but as Pro- systems, and we can compile the data weekly or monthly to analyse fessor Joseph Nye said “there will come a time when they will be too it. Having this cycle of data gathering is very important to ensure big for small problems and too small for big problems.” What is it like customer satisfaction. to compete with big companies like Google, and how important is it to Another point is that an unicipalities are tring to attract have companies like NAVITIME, that can have a more local and tailored foreign tourists, but they may not know what attraction they can of- approach thanks to its size? er that ill be o interest to the tourist. ach region has soething Our service and competitive advantage is precision and personalized special to that region; for instance, the culinary experience, or gold- navigation systems directed to each user. Our services are tailored to sh scooping ingo ukui at a estival hich is soething ver different countries, languages and regions, and are very comprehensi- apanese. e are able to gather all this content through our various ble. Looking at Google, for instance: regardless of what country you are proects ith unicipalities and e are collaborating ith to in or what language you use, the setup is all the same. In comparison provide all this information to help each region. Further developing to that e tailor our navigation sstes to the preerences specic this data gathering with the right information and right content, I to each market, and that is how we were able to reach the number of believe apan can easil reach the goal o illion visitors in the users that we have today. near future, or even 60 million. For example, our system will tell the user by audio which exact e recentl launched an additional service in nglish or our users exit to use when leaving the metro, and instead of simply suggesting that tells the user ho to get to a specic region and hat to eno once where to turn, it will also inform them about what different facilities the arrive it is called A ravel. or instance i the user are around. his helps the user to easil navigate and nd the closest wants to go to Iwate prefecture and enjoy the local cuisine, once you police station coee shop or post oce. speciall in apan here the drop the pin on the place ou ant to visit A ravel enables the metro exit system can become rather complicated, this is an important user to plan their itinerary around the spot. Spot recommendations are service that helps acilitate the users to navigate and nd the right exit. based on our big data, and after the user selects several spots, the time Our services also provide information about which exact platform and route is automatically calculated and displayed. We have recently and train car to take in order to get to your destination in the most acquired a tourism license, which allows us to also reserve hotels and ecient and tiel a. t is ver useul as the train norall has flights on behal o our users. ur ai is to becoe recognised as a many cars and plenty of exits, and this service will tell you what car is tourism agency on top of just providing navigation services.

10-11 Q&A NAVITIME.indd 10 09/01/17 15:47 11 The Worldfolio Japan

apan reaches illion visitors our sector the touris sec- fifth in terms of visitor numbers, and research has shown that although tor ill be the largest in ters o so e ant to attract as an many people view Japan as a country they would like to visit, they rarely tourists as possible and we are trying to facilitate this. consider it as their top priority destination. In terms of NAVITIME and your services, people must choose Japan before they choose NAVITIME. You mentioned that the data gathering is more complicated in the rural How are you contributing to getting tourists to first choose Japan, and regions than in the big cities. One of the goals of the government and Abe then choose your services? administration is to activate the regions and decentralize the economy ealisticall speaking our inoration is disseinated through to filter down to all of Japan. Tourism is one of the best engines for eco- platforms. For instance, Yamanashi prefecture is represented with a nomic growth, but it is difficult for both foreign and local tourists to get picture o ount ui in the application and this iage as spread the information about the rural regions and what to do once there. How to users in hailand through . o e are shoing the hai important are companies such as NAVITIME in terms of promoting regional visitors the exact itinerar to access the specic spot here that pic- tourism and contributing to economic growth all over Japan? ture was taken. It is very important to discover this unknown tourism an tourist guides targeting local tourists usuall intervie the information and utilize it through our different applications to offer local regions a few months in advance, and then offer the tourists the visitors an ultiate experience o apan and plators are a package of services and recommendations about where to go a very useful tool to gather this kind of information. and what to do. However, it is very important to offer a real-time service about the events taking place during the time that the As the inbound tourism numbers grow, so too are the numbers of American tourist ill be visiting the specic area. hat is h e have visitors. What is notable with U.S. tourists is that they tend to take longer started to develop a real-time agenda that automatically shows holidays and spend more compared to the Asian tourists. How important what activities, festivals and seasonal events that are taking place of a market is the U.S. for NAVITIME, and how are you communicating to at the time of the visit. We want this service to be useful for both that market? local and foreign tourists. nbound touris to apan can be divided into to categories Asian We also started to gradually implement an application called and Western. In terms of Western tourists, it is very important for us okkaido lat b A oto lat b A and ki- to oer hat is unknon about apan such as staing at a teple naa lat b A. urrentl this application is onl oered for instance. However, the local municipalities sometimes have dif- in apanese but hat struck us is that percent o the users are culties realiing hat ill be appreciated b the tourists hich is in fact foreign, which was exciting to see. why it is even more crucial for us to recognize the points tourists will nd eseriing and excavate contents or the oreign tourists. Although 2016 tourist numbers hit an all-time-high of more than 21 mil- personall ould like to see Aerican visitors enoing apan and lion visitors, this number in comparison to the potential Japan holds is creating lasting memories for their return, and I am expecting a lot still low. In comparison to the other countries in Asia, Japan only ranks from the United States.

10-11 Q&A NAVITIME.indd 11 09/01/17 15:47 The Worldfolio Japan 12 TOKYO, KYOTO AND OSAKA: YOUR COMPREHENSIVE 10-DAY ITINERARY

One dilemma almost every traveler faces when arriving in Osaka, Kyoto and Tokyo is crafting a sensible yet comprehensive itinerary from the endless list of activities in these three cities. We bring you our take on the essential must-do’s for a 10-day vacation in three of Japan’s most dynamic cities

Want a cultural, historical and culinary immersion in Japan but in only Sports fans will enjoy some of the most entertaining baseball ri- 10 days? Try three cities: Osaka, Japan’s economic powerhouse, then valry anywhere, at a game between local champions Hanshin Tigers historic oto the nations religious heart and nall oko hose and the Yomiuri Giants of Tokyo, Japan’s top team. Tickets sell out preparations for the 2020 Olympics are putting a high-tech gloss on fast, so book early! an already futuristic and eclectic capital. Need pampering? Try Spa World, a hot springs extravaganza offer- ing a variety of Japanese and European themes including mythological OSAKA Atlantis, Ancient Rome and a Persian Persepolis Palace experience. Osakans argue that the city’s love for food, and hearty portions, has made Osaka is the birthplace of Bunraku, Japan’s traditional puppet the- it apans gastronoic capital. oever alost entirel flat and ith atre, where three performers maneuver the limbs, eyelids, eyeballs, many historic areas destroyed in World War II, few would describe it eyebrows and mouths of half life-sized puppets to produce life-like as beautiful. gestures and facial expressions. English-language headsets are usually Osaka locals say they are more friendly, non-conformist and hu- available for National Bunraku Theatre performances. morous than those from other major Japanese cities, that they are more In July, visitors can enjoy a festival dating back 1,000 years including likely to jaywalk, gamble, show their feelings, and even smoke in no a costued perial court procession reorks river boat bonres smoking areas. and a parade of Shinto gods. Head for Dotonbori street in Namba, the main shopping and en- Then 15 minutes away by bullet train, is Kyoto, imperial capital tertainment area and former “pleasure” district. Now it’s known for until 1858, and home to 1,600 Buddhist shrines and 400 Shinto temples, restaurants, elaborate shop window displays and neon lights – some some dating back more than 1,000 years, tea houses, serene gardens say perhaps the most colorful in Asia. and wooded paths. After a dinner to test the city’s cooking credentials, you can take in its vibrant club scene, and then enjoy a late-night bite at a street KYOTO stall. Try takoyaki dumplings of diced octopus and vegetables, or a Kyoto is also a modern city with wide avenues in a grid pattern that savor slice o okonoiaki pancake o shredded cabbage flour eggs invite easy walking, but you can let buses and trains take the strain by and meat. arming yourself with a go-anywhere public transport pass. Fortunately, Kyoto largely escaped the ravages of wartime bombing, and an initial idea to drop the Nagasaki atomic bomb on it. Toji Temple, Kyoto (Copyright: JNTO) Stay in a traditional ryokan inn, and avoid temple overload by de- ciding in advance on an itinerary that takes in a few of the best temples, and one or two of the more hidden gems. erhaps io astle ith its chirping nightingale floors built to squeak like the birds when walked on, so as to protect the royal occupants from assassins? Or the Sanjusangen-do temple, near Kyoto station and the National Museum, with its 120-metre long great hall containing a gigantic statue o a uddhist goddess flanked b human-size statues? Relax in the breathtakingly beautiful Bamboo Forest’s groves of soaring trees and cool green paths, and continue on to the Temple of the Golden Pavilion, originally built as a retirement villa for a Shogun, or the Ryoanji Temple with its Zen garden of rocks set into white gravel raked into hypnotic swirling patterns. Take an evening walk and watch for Geishas with their elaborate kimonos and thick white makeup. Those with deep pockets can enjoy a traditional kaiseki banquet where the emphasis is on a series of sea- sonal local delicacies served on miniature dishes, each a mini artwork. Or more economically, slip into a bar seat at a yakitori restaurant for a front-row view of chefs carefully grilling every part of a chicken, from beak to feet. Visit the four-century-old Nishiki Ichiba market and discover 100 varieties o dried sh and tou or shop or souvenirs in igashiaa one of Kyoto’s best-preserved districts.

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Osaka is renowned for its vibrant club scene (Copyright: MIXTRIBE)

An antidote to all this culture could be a tour of Suntory’s Yamazaki hundreds of people surge out, walking in all directions yet rarely Distillery, birthplace of Japanese whiskey, followed by a stop at its colliding. “whiskey library” and tasting counter. Admire Tokyo’s glittering skyline from Tokyo Tower, and go to the giant shopping malls and skyscrapers of Roppongi, taking your TOKYO pick of dozens of Japanese, Chinese and Western food outlets. Visit the From Kyoto, you can hop on a bullet train to Tokyo’s bustling cen- Sky Deck for panoramic views - on a clear day Mount Fuji is visible. tral station, a bewildering network of halls, platforms, fast-food stalls Geeks will head for Akihabara, for its electronics, music and and convenience stores. Find a quiet corner and soak it all in before gaes in vibrant arcades illuinated b huge flashing screens venturing into and sampling the sprawling and energetic city that is followed by a refueling stop at an izakaya, a pub-like place, for plates contemporary Tokyo. of bar food, and a beer or two. A good starting point is the Hinode Pier area on the waterfront On Sunday afternoon, the Harajuku district, Takeshita Street and for a cruise along the Sumida river, giving you glimpses of Tokyo that nearby Yoyogi park are a paradise for people-watching and over-the- you wouldn’t otherwise see. Stop at Asakusa, home to Tokyo’s oldest top clothing. Check out alternative fashionistas dressed like goth lolitas, Buddhist temple, and then wander through Sensoji district with its or teams of rockabilly dancers. many traditional craftwork shops. Or cross Tokyo Bay to Odaiba island’s If in Tokyo in January, May or September, the National Sumo amusement parks, museums and shopping malls. Hall is another spot for an authentic Japanese experience. Besides Don’t miss the famous Shibuya junction, where pedestrians are the wrestling, enjoy the parades of ceremonial clothes and classic held back until the trac lights stop all vehicles siultaneousl. hen moves demonstration by former champions.

The City of Tokyo Sumo, an authentic Japanese experience (Copyright: Ian Kennedy)

12-13 TKO 2.indd 13 09/01/17 15:48 The Worldfolio Japan 14 GETTING AROUND JAPAN HAS NEVER BEEN EASIER

Domestic air and rail services expand to lure tourists onto the less beaten track

Consisting of four main islands and thousands last ear or the rst tie olloing another to make getting around the archipelago easier, of smaller ones, Japan is a land of rich diver- record breaking ear in hen the gure mainly by expanding domestic air and rail ser- sity, with an almost endless number of places reached 19.73 million), by 2020, the year Tokyo vices, while also increasing the international to see and things to do, from the volcanoes, hosts the Olympics and possibly up to a tar- capacity of regional airports to diversify the natural hot springs and ski resorts in Hokkaido geted 40 million tourists, the country may face entry points into Japan. Island in the north, to the tropical beaches and up to a 50 percent shortage in accommodation Haneda and Narita airports are address- unique gastronomy of Kyushu Island in the in Tokyo, Kyoto and Osaka, and up to 30 per- ing the capacity issue by adding a combined south. But almost half of the millions of vis- cent overflo in air capacit or aneda and flights per ear b hile saller itors that visit the country each year tend to arita airports according to cinske. And regional airports will waive a portion of the limit their stay to Japan’s main central island these estimates also take into account current landing fees and encourage low-cost carriers Honshu, concentrating around the country’s capacity building plans announced. to open new routes. Airports like Okinawa Is- three most popular destinations, the cities of This of course will have a major negative land’s Naha Airport are also expanding their Tokyo, Kyoto and Osaka. impact on tourism, and tourists’ experience of international flight capacit in order to attract The concentration of tourists around Japan, particularly as it will lead to overcrowd- additional foreign air links into the southern- the three cities has put them under serious ing and drive up prices in these cities. The ost preecture o apan hile in the north capacity constraints. According to a recent key for tourism policymakers, business own- Hokkaido’s new Chitose Airport, which opened report b consultanc r cinse o- ers and other stakeholders now is to address in 2015, hopes to welcome 3 million interna- pany, hotel occupancy in Tokyo, Kyoto, and this skewed regional distribution – opening tional travelers by 2020. Osaka currently exceeds 80 percent, while up more of the country and luring travelers Japan Airlines and All Nippon Airways airport utilization in Tokyo is at 95 percent in away from the Tokyo, Kyoto and Osaka, to dominate the domestic airline market. But Haneda and 86 percent in Narita, the country’s other destinations such as Hokkaido, Kyuhsu Japan has several other carriers expanding top two airports by number of domestic and and others. This will help to ease the pressure doestic routes to artherflung places. ola- international flights. on the three cities, while also providing a much seed Air is a low-cost airline which operates If the number of arrivals continues to -needed economic boost to less visited regions. services mainly between destinations on Kyu- grow (and trends of the past few years indicate In order to boost regional tourism, Japan shu Island, Okinawa Island and Tokyo. For vis- it will: inbound tourists exceeded 20 million is investing in domestic transport connectivity itors really looking to get off the beaten track,

For visitors really looking to get off the beaten track, they can travel with Solaseed Air from Okinawa on to Ishagaki Island, a tropical paradise renowned for its pristine beaches, and sites for snorkeling iing an surfing

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“Hotels [in regional areas] are one third cheaper than in Tokyo. Tourists can enjoy the beautiful Japanese setting with the excellent quality of the Japanese service, at an affordable price. And now, it

has become possible to travel The Shinkansen high-speed train network has been expanding its services over the past few from Tokyo to Okinawa in a years, helping to reduce transit time to tourist attractions in remote corners of the country matter of hours. Ease of trans- port has been enhanced like On the iconic bullet trains that can reach Navitime: your local guide never before” speeds of up to 320 kilometers per hour, tourists course getting to apans artherflung re- can now easily reach Aomori, the northernmost gions is one thing but knoing hat to do Hiroshi Takahashi, President region of Japan’s main island, which is home to once you reach them is another. This is where and CEO, Solaseed Air the ancient ruins, centuries-old festivals and the Navitime, an app dedicated to travel in Japan, hirakai ountains a orld er- can come in handy. Aside from travel advice, itage site with the world’s largest virgin forest users can also nd out about here to eat and the can travel ith olaseed ro kinaa of beech trees. To the south, on Kyushu Island, what to see and do. on to Ishagaki Island. Located around 1,000 a high-speed line connects northern Hakata, Keisuke Onishi, President and CEO of kilometers from Japan’s southernmost main end of the line for service from Tokyo, to the Navitime, says through this useful app, the island, Kyushu, Ishagaki is a tropical paradise southern city of Kagoshima. Highlight stops company is also supporting the drive to attract renowned for its pristine beaches, and sites for include Kumamoto Castle and the sand baths tourists beyond the big three of Tokyo, Kyoto snorkeling diving and surng. in Ibusuki, where visitors are buried up to their and Osaka. President and CEO Hiroshi Takahashi necks in hot-springs-heated sand. an unicipalities are tring to attract sas that saller airlines like olaseed pla an One major issue for tourists, though, has foreign tourists, but they may not know what important role in regional promotion. “Com- been the dicult in prebooking highspeed attraction they can offer that will be of inter- panies such as All Nippon Airlines have global train tickets online. But railway companies est to the tourist. Each region has something stakeholders, and therefore, their interest in such as West Japan Railway Company (JR special to that region or instance the culi- the regional areas are limited. Promoting re- West), JR Hokkaido and JR East are extending nar experience or goldsh scooping ingo- gions has therefore become part of our job. their online foreign language booking web- ukui at a estival hich is soething ver Throughout the years, we have built very tight sites, enabling foreign tourists to reserve lon- Japanese,” he explains. relationships with the regions we operate in. ger bullet train journeys more easily, whether “We are able to gather all this content e are not ust an airline e are also abas- buying regular tickets or reserving seats for through our system, and we are collaborat- sadors of our regions,” he explains. use with rail passes. In a further effort to help ing with JNTO (Japan National Tourism Or- Despite the lingering misconception, he with the language barrier, JR West is also in- ganization) to provide all this information to adds, Japanese prices in regional areas are creasing the number of foreign staff in peak help each region. Further developing this data very affordable: “Hotels are one third cheaper season to help mainly English and Chinese- gathering with the right information and right than in Tokyo. Tourists can enjoy the beautiful speaking tourists. content, I believe Japan can easily reach the Japanese setting with the excellent quality of ike r. akahashi est president goal of 40 million visitors in the near future, the Japanese service, at an affordable price. Tatsuo Kijima, believes his company plays an or even 60 million.” And now, it has become possible to travel from important role in promoting and opening up Tokyo to Okinawa in a matter of hours. Ease more of Japan’s less beaten track to visitors. of transport has been enhanced like never “It is necessary to promote the local towns before.” and cities in Western Japan such as Kanazawa, “We want to establish ap- which is fundamentally different from Tokyo or pealing tourist trains and Expanding high-speed train services Kyoto. We want to establish appealing tourist an experience that allows An outstanding safety, reliability and perfor- trains and an experience that allows the cus- mance record has made Japan’s high-speed tomer to travel around quickly. We would like to the customer to travel hinkansen rail netork an international s- be a company that provides a total network that around quickly. We would bol of its innovation, precision and technolog- is useful for customers within the western area. like to be a company that ical ambition since it was established in 1964. “For railway users, there is a pass called Run by Japan Railways Group (JR Group), un- Japan Rail Pass that covers all the regions, but provides a total network der which seven transport companies fall, the we also have the West Rail Pass that can be that is useful for customers hinkansen has been expanding its services utilized in the western areas. When visitors within the Western area” over the past few years, helping to reduce tran- come to the region, I would like them to visit sit time to tourist attractions in remote corners the okuriku anin and hugoku regions Tatsuo Kijima, of the country. with our rail pass.” President,JR West

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TOURISM IS GOOD BUSINESS

Common misconceptions about a vacation in Japan will take time to dispel, but the economic policies of the Shinzo Abe administration and efforts on the ground by the public and private sector have already made huge inroads towards creating a truly global tourism offer

When Prime Minister Shinzo Abe was elected not only is Japan becoming an increasingly Meanwhile, the government is aiming in December 2012 he set in motion a series of popular global destination but also that tour- to increase the number of foreign visitors to reforms designed to boost trade and industry ism is emerging as a major economic driver. Japan in the build-up to the 2020 Olympic while also depreciating the yen to make Japan The vast majority – around 80 percent Games and is also taking the necessary steps a more affordable destination for tourists. – of current foreign arrivals hail from other to open up the entire country to tourism, a goal Initially, the government set a target of countries in the Asia region, with the re- being led by the expansion of the network on attracting 20 million foreign visitors per year, mainder largely drawn from the U.S. and which the world-famous Shinkansen, or bullet a gure that as achieved in record tie. Europe. trains pl their silent and ecient trade. t is Buoyed by the success of previous marketing The government’s current tourism cam- already possible to reach the World Heritage campaigns, Mr. Abe and his administration paigns, Visit Japan and Invest in Japan, seek temple city of Kyoto from Tokyo in just a cou- went on to target even more ambitious num- to capitalize on the country’s leading position ple of hours and wherever the Shinkansen’s bers at 10-year intervals: 40 million annual in regional and global tourism while there reach extends, Japanese and foreign tourists visitors by 2020 and 60 million by 2030. are also plans in place to encourage Japa- can be whisked from one part of the country A recent report by McKinsey consul- nese people to take more vacations, with the to another in incredibly swift times. tants on the Japanese tourism sector noted government targeting an increase of up to 70 “We established the Hokuriku Shin- that between 2011 and 2015, Japan’s inbound percent in terms of the amount of paid leave kansen in Kanazawa, and now, we have tourism grew by 33 percent a year, among the citizens are using up by 2020. Japan’s aging extended the Shinkansen line all the way to fastest rates in the world, while in 2015 alone population raises signicant challenges or Nagano,” says Tatsuo Kijima, President of JR foreign visitors contributed 3.5 trillion yen the Abe administration in other policy areas, West, which operates Japan Railway Group (around $35 billion) to the national economy. but is seen as a considerable boon to domestic services in the west of Honshu. “Before we Last year international arrivals totaled more tourism and a further growth mechanism for opened the Kanazawa line, people had to go to than 20 million visitors, a clear indication that local economies in Japan’s regions. Echigo Yuzawa to change to the express train.

he government set a target of attracting million foreign visitors er year, a gure that was achieved in record time. Buoyed by the success of previous marketing campaigns, Mr. Abe and his administration went on to target even more ambitious numbers at 10-year intervals: 40 million annual visitors by 2020 and 60 million by 2030

Copyright: Silje Måseide

16-18 Business 2.indd 16 09/01/17 15:51 17 The Worldfolio Japan

Japanese Prime Minister Shinzo Abe has made tourism one of his top priorities

By opening the straight line to Kanazawa, their way around is a challenge that has been the main urban centers, as indeed can be the we were able to shorten the travel time by taken up by Navitime, a tech company that has ability to use plastic. In that regard, JCB Co. one hour and a half, which has increased created an app for foreign visitors. is eager to address. the number of customers threefold thanks “Looking at Google, for instance; re- “In terms of the language barrier, the use to the convenience and speed of the service. gardless of what country you are in or what of English is becoming more widespread in The Kanazawa and Hokuriku regions have language you use, the setup is all the same. our metropolitan cities. However, regional ar- historically been popular for visitors due to In comparison to that, we tailor our naviga- eas remain somewhat isolated in that regard. their richness in nature and cuisine. Most tion sstes to the preerences specic to Translating machines have been installed in people used to go there by airplane, but with each market, and that is how we were able restaurants and in the streets to facilitate com- the opening of the direct Shinkansen, we have to reach the number of users that we have seen a complete reverse situation with 80 per- today, “ points out Keisuke Onishi, President cent of people now choosing Shinkansen over and CEO of the company. “In comparison air travel. Additionally, we want to establish to that, we tailor our navigation systems to “In terms of the language bar- appealing tourist trains and an experience the preerences specic to each arket our rier, the use of English is be- that allows the customer to travel around system will tell the user by audio which ex- quickly.” act exit to use when leaving the metro, and coming more widespread in That will be a key element in the suc- instead of simply suggesting where to turn, it our metropolitan cities. How- cess of the 2020 Olympic Games, and the 2019 will also give information about the different ever, regional areas remain Rugby World Cup due to take place in Japan. facilities in the surrounding area. This helps With events at multiple locations and tourist the user to easil navigate and nd the clos- somewhat isolated in that numbers expected to go through the roof for est police station coee shop or post oce. regard. As for the nancial what has been billed as the most futuristic “Especially in Japan, where the metro exit barriers, our main objective is games to date. “The Olympic Games is a festi- system can become rather complicated, this val of sport, but it’s also a chance to showcase is an important service that helps facilitate the to enable the use of all credit the innovation o scientic technologies said users to navigate and nd the right exit. ost cards around the country. To- Toshiro Muto, CEO of Tokyo’s Olympic orga- GPS systems require the users to walk for a bit kyo is an exception; you can nizing committee. once they get out of the metro to reach their use your card everywhere, On the ground, there are companies destination; we have enabled our services to working to address the concerns of visitors help the user to navigate as soon as they step but in the regions, it is signi- over two of the country’s most infamous, if off the train.” cantly different. We want to not entirely deserved, preconceptions: that The issue of communication is one that increase credit card usage in English is not widespread and the public Ichiro Hamakawa, President of JCB C, a credit transport system can be unfathomable. card company working towards extending its stores and restaurants” The use of technology to bridge the lan- network into Japan’s regions, admits remains Ichiro Hamakawa, guage barrier and help tourists to negotiate problematic the further a visitor travels from President, JCB

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unication. As or the nancial barriers our “Until very recently, a large number as Mrs. Aya Aso, director and CEO of Agora main objective is to enable the use of all credit of people thought that Japan was a country hospitalities, notes, altering the country’s rep- cards around the country. Tokyo is an excep- merely to go to for business purposes, but utation in terms of language barriers, price tion; you can use your card everywhere, but not for leisure,” adds Mr. Hamakawa. “The tags and ease of movement is something that in the regions it is signicantl dierent. e depreciation of the yen greatly helped us in will take time, but the government is moving want to increase credit card usage in stores that regard and now Japan is comparable to in the right direction. and restaurants.” all other developed nations. If you look at the lived abroad or ve ears. uring that Another stereotype that affects Japan’s Japanese economy over the past 20 years, it time, I didn’t hear anyone speaking about my appeal as a vacation destination is that the has been going through a stead deflation. country, be it in America or in South Amer- country is prohibitively expensive. Historically, On the other hand, the trend in the U.S. has ica. The time I spent in America was an iso- that may have been the case as the dot.com been one o constant inflation. ou look at lationist bubble period for my country. The boom of the 1990s and the might of the yen the overall picture therefore, I believe that Ja- only reason why Americans were aware of led to some extraordinary prices being ban- pan is cheaper than the U.S. In fact, when we Japan was because of Japanese tourists in the died about in internet forums and the like, Japanese visit the States, we often think that U.S.A. I always wanted the global market to but r. Abes nancial policies and the global it is very expensive; Japan is cheaper than the realize Japan’s attractiveness. From cuisine economic slowdown have made Japan, and widely-held perception.” to sightseeing, the government has engaged even Tokyo, no more expensive than other Japan still faces challenges based on the in promotion campaigns to help our sector destinations in the region and worldwide. preconceptions foreign visitors may hold and and the country.”

“The Kanazawa and Hokuriku regions have historically been popular for visitors due to their richness in nature and cuisine. Most people used to go there by airplane, but with the opening of the direct Shinkansen, we have seen a complete reverse situation with 80 percent of people now choosing Shinkansen over air travel” Tatsuo Kijima, President, JR West

Kanazawa City (Copyright: JNTO)

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THE TRUTH AND UNTRUTHS ABOUT JAPAN Copyright: Kyoto Convention Bureau /JNTO There are many universal truths about Japan; it is one of the safest and cleanest countries in the world; the food is exceptional, and the Japanese are arguably the most hospitable people on earth. However, foreign visitors may be deterred by some common mis- conceptions. Chief among these is the cost of a visit to the Land of the Rising Sun. Japan’s reputation as one of the most expensive destinations on earth is a throwback to the boom-time of the late 1990s. In reality, it is no more expensive than most U.S. and European cities. A trip to Disneyland or a skiing vacation will set you back more. There is a bud- get for everyone, and the Japan rail pass scheme, permitting unlimited travel on the Shinkansen bullet train network, makes a mockery of most estern rail sstes in ters o price and ecienc. Tokyo offers a bit of everything, from the fast-food style diners avoured b oce orkers to the ore uparket haute cuisine restau- rants – Japan has more Michelin stars than any country in the world. The extremes depend entirely on taste: if you want to prop up the bar at the Park Hyatt like Bill Murray in Lost in Translation, expect to be left with his expression etched on your face when the other bill turns up. ut i sushi is our untor the aous sh arket at sukii is truly exceptional. You won’t encounter Japan’s signature dish fresher, more varied or more inviting anywhere on earth, and you’ll pay more for it in most places. Perhaps the second most common concern is that there isn’t room to sing a cat. oko like an aor cit has its bottleneck points like the famous Shibuya crossing, but even that can be witnessed from the relative cal o several adoining streets. here are also an abundance of quieter areas, the most iconic of which is the Old Tokyo district, accessible from Nippori station on the Yamanote line, which retains its 1930s charm and is unique in the city. Beyond the capital, Kyoto, the city of a thousand temples, is a mainly tranuil orld heritage site here neon is put rl in its place al- though it can be found if required. Both of Japan’s most popular desti- nations offer restorative day trip options in any case. ro oko an ascent o ount ui is an eas side trip and the experience is well worth the effort. Foreign climbers are warmly wel- comed among the throngs of Japanese making the pilgrimage during the short climbing season and the experience becomes almost spiri- tual on the summit, when the sun crests the horizon. Even there, the number of different routes allows for some level of isolation from the more trodden paths. Also, a short hop from the centre of Kyoto are the Fushimi-Inari aisha shrine ith the toris ade aous b the ollood l e- ories of a Geisha, and the enchanting Arashiyama bamboo forest, where ou can nd oursel alone in an otherorldl expanse o toering foliage and tranquil lakes. For families, the Nara-koen park with its ever-attendant tame deer, seeking the biscuits sold at stalls throughout rants and the evocative ryokan that dot the town in the shadow of the the ancient temple city, is a must visit. stunning Japanese Alps. n ters o language ou ont nd oursel an ore put out It is true that English is not spoken as a matter of course, but than in other destinations in South East Asia, except maybe Thailand, ost hotels in aor cities can rustle up soeone ho can anser where tourism has already left its indelible mark on places that were most queries. On the road, a few words of Japanese, international hand largely untouched 20 years ago. gestures and the innate goodwill of the Japanese people cover the rest. Japan still offers the opportunity to witness a culture that has re- ont be surprised to be ushered to our exit o choice in hinuku mained true to its customs despite a surge in visitor numbers. Takayama tation the busiest in the orld or oered a sake and a seat i ou nd is a monument to Japanese traditional architecture, its wooden houses yourself off the beaten track. Whatever the differences in language, and quiet streets slicing 200 years off the visitor’s perception with the the Japanese tradition of omotenashi is an unspoken bond that runs same ease as the world-famous Hida beef that is served in local restau- deeper than words.

19 Myths.indd 19 09/01/17 15:52 The Worldfolio Japan 20 A TASTE OF JAPAN

Unsurprisingly, washoku is Noting the spiritual tradition of pearance. Japanese style traditionally abhors one of the highlights of a trip dierent flavored dishes touching each other respecting nature associated with on a single plate, and so each side is served in to Japan. For many, in fact, it’s ‘washoku’ (Japanese cuisine), its own small, individual dish. These are often the main reason for visiting UNESCO added traditional garnished ith leaves and floers or edible creations carved to resemble plants or animals. Japanese cuisine to its Intangible Kaiseki was once served, among the no- has maintained the title ever since. The global Cultural Heritage list in 2013. bility, on cloth. Today, it is most often presented haute cuisine guide for Tokyo 2016 features Two years earlier in 2011, Japan on a square, wooden-legged tray called a has- 13 restaurants with three stars, 51 restaurants sun. It is accompanied by sake. It is minimalist, with two stars, and 153 restaurants with one overtook France as the nation extolling the aesthetics of wabi-sabi, and draws star including the rst ichelinrated raen with the most Michelin-starred heavily on a number of traditional Japanese restaurant, Tsuta, a tiny 9-seater eatery in the restaurants haute cuisines, namely the imperial court cui- northern suburb of Sugamo where custom- sines of the ninth century, the Buddhist temple ers often line up for blocks in anticipation of cuisine of the 12th century, the samurai cuisine noodles flavored ith rosear or a hint o The Japanese word kaiseki derives from an of 14th century warrior households and the tea porcini mushroom. The craze for Japanese old practice of Zen monks, who placed warm ceremony of the 15th century. food extends far beyond Japanese borders, stones in the front folds of their robes, near Kaiseki is perhaps the most perfect ex- of course. According to Euromonitor, global their bellies, to ward off hunger. Its literal ample of the passion of the Japanese for food. sales for Asian food have grown by nearly 500 translation is bosom-pocket stone. This national zeal and dedication to perfection percent since 1999, “the fastest growth seen in Kaiseki is also used, however, to describe prompted UNESCO to add traditional Japanese any food category around the world.” the frugal meal served before the Japanese cuisine to its Intangible Cultural Heritage list in tea ceremony, a culinary art that rests on the 2013. The panel noted its “spiritual tradition of Sushi, sashimi, tempura, dashi, ramen, miso, balance between taste, texture, appearance respecting nature associated with washoku.” gohan, onigiri, nori, wagyu and color of food. The meal is traditionally The excellence of washoku, or Japanese Though today, kaiseki has evolved to include comprised of a bowl of miso soup and three cuisine, has not been overlooked by Miche- as many as 12 dishes, including an appetizer, side dishes. The food is carefully arranged lin either. In 2011, Japan overtook France in sashimi, a simmered dish, a grilled dish and a on plates specially chosen to enhance its ap- number of Michelin-starred restaurants and steamed course, the typical Japanese meal still consists of a bowl of soup and three sides: most often a bowl of rice (gohan), pickled vegetables aanese cuisine is not only flavorful. ts health benets are welldoc- and sh or eat. hough several tpes o noo- dles — udon, soba, ramen — may sometimes umented. Indeed, the country’s 127 million inhabitants enjoy one of be used to substitute rice, the grain is the staple the longest life expectancy rates in the world. Much of the nutritional of the Japanese diet, and several thousand va- value of washoku is derived from the value placed on fresh ingredients rieties are grown in the country. Rice is used to make cakes, crackers and sake. Onigiri are rice balls with seafood or vegetable in the middle, wrapped in dried seaweed, or nori. Still, the variety of Japanese cuisine, in ingredients and preparation, is mind-boggling. Soy is used in miso, sauce, tofu and the mar- itelike natto a ide variet o sh suid octopus eel and shellsh are used in ever- thing from sushi to tempura, and other popular dishes include donburi siered sh ith rice), chazuke (rice cooked in green tea and served with salmon or cod roe), and Kobe beef, a global delicacy which is considered by many to be the best beef in the world. Udon noodles, ade ro heat flour are boiled or served in broth and topped with raw egg or deep-fried tofu. Soba, or buckwheat noodles, are usually served cold with a dipping sauce, sliced green onion and wasabi. Ramen, of course, are thin egg noodles, which are almost always served

A breakfast of Bousui Ryokan in Izu, Shizuoka prefecture (Copyright: Japan Ryokan Association - JNTO)

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The global haute cuisine guide for Tokyo 2016 features 13 restaurants with three Michelin stars, 51 restaurants with two stars, and 153 restaurants with one star

apanese cuisine is not onl flavorul. Michelin 3-star restaurant Kanda in Minato, To- kyo, owned and operated by sushi chef Hiroyuki ts health benets are ell docuented. n- Kanda (Copyright: Kanda Yabu Soba) deed, the country’s 127 million inhabitants enjoy one of the longest life expectancy rates in the world. Much of the nutritional value of in hot broth flavored ith iso and topped proles var ro region to region and the washoku is derived from the value placed on with a variety of ingredients such as slices of ingredients used by the brewer. Typically con- fresh ingredients. In fact, the Japanese are so roast pork, bean sprouts, sweetcorn and butter. taining 15 percent to 17 percent alcohol, sake obsessive about freshness, they even have a Breakfasts at Japanese inns often fea- is considered the equivalent to rice at formal ter or sh that is eaten alost live odorigui, ture grilled mackerel, Kansai-style dashimaki meals and, as such, is not taken with other or “still dancing”. egg, and tofu in a paper pot. Salads come in rice-based dishes. Another contributing factor is the coun- all shapes and sizes from boiled green leaf try’s food etiquette. Small dishes help control steeped in dashi broth and eaten with dashes Sweet, pungent, sour, salty, bitter portions and lead to longer meals, which aids of soy sauce to wakame seaweed and tooth- The ingredients used in washoku may vary, but in digestion. The Japanese also consume much pick slices of carrot soaked in vinegar. Of they are always seasonal and often local, a fact higher than average volues o sh a actor course, Japanese cuisine also includes sweets! perectl reflected in the reuentl changing in the country’s low rate of heart disease. And Wagashi is made from red bean paste and you menus of the country’s restaurants. Whether though eating meat is now common, it has can even nd green tea icecrea. raw (nama or sashimi), grilled (yaki) or deep only been so for the last century. Prior to this, it And then there is sake. As of 2014, Ja- fried (tempura), the Japanese have tried and had been prohibited for more than a thousand pan had some 1,500 registered breweries tested every possible method of preparation. years. As recently as the 1920s, a prominent producing thousands of different varieties Traditional seasonings include dashi, soy British journalist reported that 90 percent of of the beloved brewed rice beverage. Flavor sauce, sake, vinegar, sugar and salt. Minced the population was vegetarian. ginger and various pungent herbs may be used Unsurprisingly, washoku is one of the to garnish the plate. Wasabi or Japanese mus- highlights of a trip to Japan. For many, in fact, Kobe beef is a global deli- tard are often provided as condiments. it’s the main reason for visiting. cacy which is considered by many to be the best beef in Kobe beef steak on an iron plate the world … Though eating (Copyright: JNTO) meat is now common in Ja- pan, it has only been so for the last century. Prior to this, it had been prohibited for more than a thousand years

20-21 Food.indd 21 09/01/17 15:53 The Worldfolio Japan 22

A FAMILY VACATION IN TOKYO

Tokyo has plenty to offer as a premier experience for children. How could the home of anime, Playstation and Hello Kitty not be a delight for the kids?

Tokyo? For a family vacation? The bustling, dren wonderfully stress-free. Dining options Tokyo’s ‘Big Three’ sights are the Tokyo thriving apanese capital is not one o the rst encompass everything from all-you-can-eat Tower with its panoramic views as far as destinations that come to mind when one is ice crea parlours to shing restaurants Mount Fuji; the atmospheric Imperial Palace planning the family holiday, but it is time to where you can reel in your own meal or try with its moats, 17th-century walls and gates, think again. 17 different types of seafood in one sitting, gardens and lovely Nijubashi Bridge; and the If adults come away from Japan en- so if your child doesn’t take to kaiseki, you Asakusa district with its Buddhist temple Sen- thralled, children are even more apt to do so. needn’t worry. so-ji (and neighbouring carnival complex), From catching the bullet train to using a vend- oko is a flashing hirring paradise reached by boat ride along the Sumida river ing machine to hotel pods, even the smallest for kids of all ages, ranging from pop-cul- from Tokyo Bay’s Hinode pier. This is one of things can be fascinating, mind-opening ex- ture attractions like the anime masters at the city’s most vibrant districts, and the nearby periences for children. Japan offers a range Studio Ghibli and manga drawing classes Nakamise neighbourhood is one of its best of activities from outdoor adventures such to more traditional Japanese activities like shopping areas here visitors can nd ev- as cycling tours through rural villages, kay- origami classes, taiko drumming and samu- erything from typical Japanese souvenirs to aking to Miyajima Island, island hopping on rai sordghting lessons lder kids can handmade silk garments, local delicacies, iniscule ooden shing boats hiking in attend a tea-ceremony at the Happo-en Gar- anime comics, antiques and cutting edge the mountains of the south-west islands and dens, where the oldest known bonsai trees electronics. feeding the deer in Nara Park, to the cultural in existence (some about 500 years old) can ther sightseeing usts or the ail in delights of its many shrines, palaces, gardens be seen. Art, fashion and music reign in the the capital include Meiji-jingu, a Shinto shrine and temples, and modern, cyber attractions hyper-urban cosmopolis, also sure to be a hit set within a city forest, and beautiful Tokyo like robot shops and the amusement arcades with teens, who will be dazzled by the neon Bay, which is best seen from the observatory of Akihabara Electric Town. jungles of the shopping and entertainment deck 150 metres up in the World Trade Cen- Japan is also one of the friendliest, safest districts of Shibuya and east Shinjuku, and tre Building. Children will also enjoy visiting and cleanest countries in the world. It boasts the hip shopping area of Harajuku, where, Tsukiji Fish Market, one of the world’s larg- superb amenities and excellent family accom- on Sundays, youth culture groups stake out est fresh seafood markets, where they can try modation to help make travelling with chil- their territories around Yoyogi Park. soe o the orlds reshest sushi. course a visit to Sanrio Puroland, home of Hello Kitty, will also delight. There is also a waterbus to shuttle visi- Japan is also one of the friendliest, safest and cleanest countries in the tors across the bay to the new leisure island world. It boasts superb amenities and excellent family accommodation o daiba hich boasts a replica o the tatue to help make travelling with children wonderfully stress-free of Liberty, a giant ferris wheel, an aquarium, a bird sanctuary, themed shopping malls and urban beaches. daiba is also hoe to i- Copyright: Jeremy Thompson raikan, the National Museum of Emerging Science and Innovation, with attractions in- cluding live data from seismometers across the country and the Honda robot, and the Mu- seum of Maritime Science, full of hands-on experiences, including the chance to canoe and ride in engine-powered rubber boats. Tokyo is also home to world class amusement parks, including Tokyo Disney Resort (Tokyo Disneyland and DisneySea), the indoor Namja Town, based around the adventures of a cat called Navajo, and the hugely popular Kidzania, an ‘edutainment town’ where children can take on ‘real’ jobs, including operating on one another, present- ing the nes or fling a real decois- sioned) aircraft with a simulator. Just south of the city, Yokohama Anpanman Children’s

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“We have the geisha expe- rience and pro-wrestling. We also offer a number of activities that help transcend the language barrier, such as evening light shows in the Asakusa district. We don’t force feed entertainment at Hanayashiki. This is a cultural experience to be en- joyed at our guests’ leisure”

Hirota Akihito, Manager, Hanayashiki Amusement Park

Tokyo International Anime Fair (Copyright: Christian Van Der Henst S)

Museum provides an interactive experience the birthplace of tiger quintuplets in 1923, e have denitel seen ore ail devoted to the eponymous cartoon character, and o the rst lion to be born in apan in tourism, and we are positioning ourselves who has a head made of bread that is eaten 1931. In 1949, a mini train and mini pool, for this segment. We are not Disneyland, by characters in peril before being re-baked picture story shows and what is still to this but we have a long history and we are able every night. day the oldest attraction in the country, the to provide an authentic Japanese heritage The colourful Asakusa district, however, Surprizing House, were added. experience, which is great for the entire boasts the oldest amusement park in Japan. Today, Hanayashiki offers a full range family,” he comments. Hanayashiki has been operating since 1853, of attractions and eateries, along with shops “We have the geisha experience and initiall opening as a floer park or the visit boasting vintage souvenirs. It offers other pro-wrestling. We also offer a number of activ- of the Commodore of the US Navy, Matthew fun activities for the kids including Ninja ities that help transcend the language barrier, Calbraith Perry. Rides were installed in 1872, training and full kimono and tea ceremony such as evening light shows in the Asakusa by which time the park had grown to in- experiences. Park Manager Hirota Akihito district. We don’t force feed entertainment at clude exotic birds and animals, as well as says the park is a unique experience for Hanayashiki. This is a cultural experience to western moving pictures. Hanayashiki was families. be enjoyed at our guests’ leisure.”

22-23 Family Holiday.indd 23 09/01/17 15:54 The Worldfolio Japan 24 TAKE A JOURNEY INTO THE UNKNOWN

Beyond the popular destinations of Tokyo, Osaka and Kyoto, Japan’s lesser explored regions offer a pleasurable assault on the senses that should not be missed. These regions are working hard to promote themselves to foreigners, who are starting to reach these areas in greater numbers, helping to boost tourism across the country

Japan as a whole may be attracting record not depict Japan’s full natural and cultural di- e ill not be able to reach illion numbers of foreign tourists, but a recent re- versit sas Aa Aso epresentative irector visitors i e depend on oko and saka onl. port b consultanc r cinse opan and o Agora ospitalities. The current situation in Japan is that tourists indicates that the four major historical regions ur national character ranges ro are starting to go everhere the are starting o ara aakura ikko and se are alost long-lasting cultural customs, to high-tech to explore the countr beond the conventional unknon aong estern tourists. ania. ourists usuall visit oko and - places he sas. he consultancs apan oce surveed oto and then leave. o urther enhance our tead groth in regional visitors is over visitors ro estern countries countrs attractiveness e ust proote our boosting the local econoies. apans coun- on ho aare the ere o tourist attrac- diversit to its ullness. he point isnt to attract tryside suffers from a decreasing and ageing tions ost o hich are listed in aor travel one-time tourists, as much as it is to create a population, so in terms of expenditure, touris- guides that cater to both ealth older estern certain destination loalt. tic influx can help boost these regions. tourists and their younger counterparts who he governent and tourisrelated en- There are literally thousands of places to travel ore cheapl. nl percent o those terprises are aking a big eort to increase visit ro the lakes o ikko ational ark in surveed said the ere aare o aakuras tourism across the whole of Japan to boost the Tochigi region, and the hot springs of Yu- attractions in anagaa reecture such as econoic groth. And the eorts are alread nokaa in okkaido here visitors can share the Great Buddha, while 7 percent said they paing o as the nuber o visitors to lesser a bath ith redaced sno onkes and on to kne o ara reectures attractions like o- knon regions starts to gro according to agano iroshia and the aeinspiring i- daii eple. chiro aakaa resident o a credit taaaaki lis in the ohoku region. ere e hile ionos and the ount ui are card copan that is a ervent prooter and ill highlight three o apans unknon ges. ell knon sbols o the countr the do supporter o apanese regional touris. Tohoku Region: a cultural must-see As the nuber o visitors to apan gros o- Monkeys take a bath in the Yunokawa Hot hoku the site o the devastating earthuake Springs in Hokkaido (Copyright: Azkin) tsunai and nuclear disaster o has been soehat let behind. Alost six ears on since the disaster, rebuilding continues, while local governent plaers and private copanies are ultipling eorts to attract ore visitors to this beautiful region, which is easily accessible from oko b highspeed train. ccuping percent o the area o onshu sland apans ain central island ohoku has a ealth o stunning natural landscapes beond the aoreentioned i- taaaaki lis ro the heights o sno capped ountains peppered ith popular ski resorts and natural hot water springs, to the depths o ake aaa apans deepest lake hich has been ade aous as a ling lo- cation or ris a orean draa series. ere visitors can eno a spot o sailboating and etskiing on the lakes sapphireblue aters. ut aside ro its vast natural landscapes perect or sporting activities ohoku also has some of Japan’s richest cultural heritage, hich it is keen to proote in order to boost

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Lake Chuzenji, Nikko National Park (Copyright: Tochigi Prefectural Tourism Association Tokyo office - JNTO)

oreign visitor nubers. ighlights include centuries. At unokaa hoever visitors ill ocated above the ton o ikko in the aiukui aisando an th centur uddhist encounter soe strangelooking local bathers ochigi preecture ount antai is a sa- teple hose extravagantl carved ceiling is soe ild apanese acaues or sno cred volcano hose eruption created ake the ork o shikaa ncho knon as the onkes. hueni about ears ago. ne o the ichelangelo o chigo the ton o akuno- These rare creatures can be found warm- ost popular activities in ikko ational date, one of the best places to see an example of ing theselves in the pool o steaing in- ark is the hike around the kiloeter a Japanese castle town and Samurai architec- eral ater ro eceber through to the circuerence o this stunning lake on ture and the Aoori ebuta atsuri estival a beginning o a at the akodate it rop- hich visitors ill pass through lush orest kaleidoscope o color and cacophon o sound ical otanical arden in the unokaa ot and eno incredible vies o the ater and that attracts three illion visitors ro all over prings area. volcano. apan ever August. Located a stone’s throw from the ocean oever or those ho dont anc the in the eastern part o akodate cit the uno- trek perhaps ater stung theselves at one Monkeying around at the Yunokawa Hot kaa resort has a selection o luxur inns and o ikkos renoned restaurants a boat trip Springs hotels oering revitaliing spa experiences around the lake is a great alternative to take ike ohoku the okkaido region has a see- and culinar delights. nce visitors have done in the vies. isitors here can also discover ingly endless number of natural and cultural at- bathing in the hot springs the can take a trip the etertall egon aterall the ost tractions aiting to be discovered. ut here e in to akodate cit hich as voted apans aous o ikkos an beautiul ateralls ill ocus on one the hot springs o unokaa. ost attractive cit in . the ikko atural cience useu and o trip to apan is coplete ithout a visit soe o okkaidos nest exaples o tra- to a natural hot spring (or onsen in Japanese), a Absorbing the natural splendor of Lake ditional Japanese architecture, such as the popular past tie or the apanese going back Chuzenji, Mount Nantai and Kegon Falls hueni eple and the utarasan hrines.

Aomori Nebutia festival, one of the three main festivals of Tohoku (Copyright: Yasufumi Nishi - JNTO)

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NISEKO: JAPAN’S PREMIER SKI RESORT FAMED FOR ITS INCREDIBLE POWDER SNOW

Niseko is famous for its wide-open powder bowls and tree skiing, where routes like Strawberry Fields wind through shimmering birch trees. And thanks to extensive floodlighting, many of Niseko’s 30 lifts remain open for night skiing

The Japanese have a deep and abiding love for Strawberry Fields wind through shimmering few resorts in Japan that offers group ski/ skiing, even if most of them don’t technically birch trees. And thanks to extensive floodlight- snowboard lessons in English. shred. The country’s two most mountainous ing, many of Niseko’s 30 lifts remain open for When skiers are done with the slopes, islands, Hokkaido and Honshu, are dotted with night skiing. Runs are long and the 900-meter there are other activities and tours to enjoy, some 600 ski resorts (The United States, by vertical drop ranks Niseko up there with other such as snowmobiling, snowshoeing and comparison, has about 42). It has hosted the world-class resorts. For the hardcore thrill- cross-country skiing. While normally a sum- Winter Olympics twice: in Sapporo, 60 miles seekers, heli skiing is also an option, where mer activity, Niseko also encourages visitors east of Niseko, in 1972, and in Nagano, 130 skiers dropped from a helicopter at the top of to take the opportunity to enjoy horse riding miles northwest of Tokyo, on Honshu, in 1998. the mountain can channel their inner-James in the powder snow. Located in Hokkaido, just two and half Bond (think Pierce Brosnan in ‘Die another Other huge advantages include the great hour’s drive from new Chitose International day’) as they hurdle down the mountain at village vibe, the range of activities on offer, Airport, Niseko is regarded as one of Japan’s lightning speeds. good shopping, the many restaurants, and a premier ski resorts and is fast becoming one But here you don’t need to be James very colorful nightlife. The nearby villages of the most popular winter destinations in the Bond or an expert skier capable of compet- and surrounding areas offer a wide range of world. Comprised of 4 interlinked ski resorts ing at the Winter Olympics. Niseko is also dining options from traditional Japanese to – Grand Hirafu, Hanazono, Niseko Village and one of Japan’s most beginner-friendly – and French-Japanese fusion, steaks and a great An’nupuri – it is renowned for its consistency tourist-friendly – resorts, where you will choice of pizza and burger eateries. For a and quality of powder snow throughout the encounter many nationalities, but mainly taste of authentic Japanese culture, not too winter. The season runs from December to Australians. As a result of the number of far away is Kutchan Town, where visitors can April, with snow averaging around 15 me- foreigners, English is widely spoken in explore Kutchan Natural History Museum and ters-plus each season. shops, bars, restaurants and on the slopes. the Shu Ogawara Art Museum and try some Niseko is famous for its wide-open pow- For beginners, there are groomed slopes at gosetsu-udon, a Japanese noodle made from der bowls and tree skiing, where routes like the base of the mountain and it is one of the potato flour.

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