Tourism Statistics  Tourists from Asia Accounted for 85% of All Inbound Tourists to Japan in 2017, with China, Korea and Taiwan Topping the List

Tourist arrivals in Japan by country/region (2017) Tourism Statistics  Tourists from Asia accounted for 85% of all inbound tourists to Japan in 2017, with China, Korea and Taiwan topping the list. International tourist arrivals (including forecasts)

 The number of tourist arrivals worldwide exceeded 1.3 billion in 2017, and is expected to rise to 1.8 billion in 2030.  Tourists visiting Asia & Pacific rose to for 22% in 2010, which is expected to rise to 30% in 2030.

(million) 2,000 Middle East 1,809 1,800 Africa Actual results: 1,600 Source: Japan National Tourism Organization (JNTO) 2016：1,239 Asia & Pacific ： 1,360 1,400 2017 1,322 Tourism spending per person by country/region (2017) Americas 30% 1,200  Europe 952 Tourists from Europe, North America and Australia spend more than 1,000 26% 809 those from Asia. 800 674 22% 600 527 435 400 277 200

0 1980 1990 1995 2000 2005 2010 2020 2030

Source: UNWTO

19 Source: Japan Tourism Agency 20

19 Tourist arrivals in Japan by country/region (2017) Tourism Statistics  Tourists from Asia accounted for 85% of all inbound tourists to Japan in 2017, with China, Korea and Taiwan topping the list. International tourist arrivals (including forecasts)

Others  The number of tourist arrivals worldwide exceeded 1.3 billion in 2017, Europe, North America and is expected to rise to 1.8 billion in 2030. and Australia 3.3mil China （11%）  Tourists visiting Asia & Pacific rose to for 22% in 2010, which is 7.4mil Southeast （26%） Asia, India expected to rise to 30% in 2030. 3.1mil （11%） 28.7 mil total 24.3mil from Asia Hong Kong 2.2mil 85% of total (million) （8%） Taiwan Korea 2,000 7.1mil Middle East 1,809 4.6mil （25%） 1,800 （16%） Africa Actual results: 1,600 Asia Source: Japan National Tourism Organization (JNTO) 2016：1,239 Asia & Pacific ： 1,360 1,400 2017 1,322 Tourism spending per person by country/region (2017) Americas 30% 1,200  Europe 952 Tourists from Europe, North America and Australia spend more than 1,000 26% 809 those from Asia. 800 674 22% (Thousand yen/person) 600 527 250 230 226 435 215 212 213 213 400 277 199 200 183 191 182 182 180 Others 164 200 154 153 157 Shopping 150 136 126 127 129 0 114 Entertainment 1980 1990 1995 2000 2005 2010 2020 2030 100 72 Transportation Source: UNWTO 50 Food and beverage

Accommodation 0 Others Total Singapore Vietnam Australia Korea India U.S.A. Hong Kong Hong Germany Canada Fr Indonesia Taiwan China Thailand Italy Russia Spain United Kingdom United Philippines Malaysia ance

19 Source: Japan Tourism Agency 20

20 Top destinations in Tokyo for inbound tourists (FY2016) Number of tourist arrivals in the Nishitama area

 The center of the city is most popular, led by Shinjuku/Okubo,  The number of tourists visiting the Nishitama area in western Tokyo has Asakusa, Ginza, Shibuya and Akihabara. increased in recent years.  Efforts to encourage tourism to the Tama area and the outlying islands have yet to make progress. （million） 12 10.3 10.2 0 10 20 30 40 50 60 70 （％） 10 8.2 8.2 7.7 Shinjuku/Okubo 56.9 7.3 8 Asakusa 48.2 n=12,959 Ginza 48.1 Multiple 6 answers Shibuya 43.9 4 Akihabara 41.2 Tokyo Station Area/Marunouchi/Nihonbashi 37.4 2 Ueno 36.8 0 Harajuku/Omotesando/Aoyama 34.1 1991 1996 2001 2006 2012 2017 Odaiba/Tokyo Bay 28.0 Source: Nishitama administrative council Ikebukuro 22.8 Roppongi/Akasaka 19.5 Tsukiji 18.3 Number of tourists to Izu and Ogasawara islands Shinagawa 11.4  Tourist arrivals in the outlying islands have remained at around 0.4 Shimbashi/Shiodome 10.2 million in recent years. Ebisu/Daikanyama 5.9 Sumida/Ryogoku 5.6 (million) Kichijoji/Mitaka 5.1 1.6 1.37 Hachioji/Mt.Takao 2.5 1.4 Kamata 1.5 1.13 1.2 1.08 Izu/Ogasawara islands 0.8 1 1.14 Okutama 0.6 0.8 Ome/Mt.Mitake 0.4 0.88 Others 4.0 0.6 No response 0.2 0.4 0.45 0.46 0.43 0.45 0.46 0.50 0.2 Source: Tokyo Metropolitan Government 0 1970 1973 1975 1980 1985 2012 2013 2014 2015 2016 2017 Source: Tokyo Metropolitan Government 21 22

21 Top destinations in Tokyo for inbound tourists (FY2016) Number of tourist arrivals in the Nishitama area

22 Occupancy rates by accommodation type in Tokyo Global market for international conferences

Occupancy Hotel occupancy rates byrates accommodation have increased to 80% type, b utin Japanese Tokyo -style inn GlobalOwing market to its economic for international growth, Asia’s shareconferences of the global market for occupancy rates are still only 60%. international conferences has increased 1.6 times in the last decade.  Hotel occupancy rates have increased to 80%, but Japanese-style inn  Owing to its economic growth, Asia’s share of the global market for （％）（％）occupancy rates are still only 60%. international conferences has increased 1.6 times in the last decade. 9090 85 85 85 8484 85 83 85 BBusinessusiness hohotelstels （％） 80 84 83 80 8383 8383 84 81 CCityity hohotelstels 908080 80 85 83 80 81 79 85 79 TTokyoBusinessokyo aveaverage hotelsrage 76 84 83 85 71 8076 74 76 7383 7070 70 83 8373 84 74 81 RCityResorteso hotelsrt hohotelstels 80 70 80 73 83 80 6868 70 698169 79 63 79 Tokyo average 71 76 60 74 7660 7361 706060 70 73 NNationalResortationalhotelsaveaveragerage 59 60 5568 70 69 63 57 JaJapanesepanese-sstyletyle 55 57 5560 605050 55 60 5161 Nationaliinnsnns average 52 60 55 42 59 57 HHostelsostels 39 57 55 Japanese-style 504040 55 3555 52 51 inns 30 42 39 Hostels 403030 35 20112011 20122012 20132013 20142014 20152015 20162016 20120177 30 30 Source: JNTO Note:Note: FiguresFigures forfor 2017 areare estimates.estimates. SSource:ource: JJapanapan TTourismourism AAgencygency 2011 2012 2013 2014 2015 2016 2017 Number of international conferences by city Source: JNTO Difficulties experiencedNote: Figures travelling for 2017 are in estimates. Japan Source: Japan Tourism Agency  The most frequent reported problem for inbound tourists in FY2017 was  The number of international conferences in Tokyo has increased 1.8 Difficulties experienced travelling in Japan Number of international conferences by city “Unable to communicate with staff at hotels, restaurants etc” while that in times in the last decade, though Tokyo still lags behind competitors  The most frequent reported problem for inbound tourists in FY2017 was  The number of international conferences in Tokyo has increased 1.8 FY2014 was “Free public Wi-Fi”. such as Singapore and Seoul. “Unable to communicate with staff at hotels, restaurants etc” while that in times in the last decade, though Tokyo still lags behind competitors ＜FY2014＞ (％) ＜FY2017＞ (conferences)(％) FY2014 was “Free(％) public Wi-Fi”. (％) such as Singapore and Seoul. 0 20 40 60 0 20 40 0 20 40 60 0 20 40 1,000 2007 1.8 times 2016 ＜FY2014＞ Unable to communicate＜UnableFY2017 to communicate＞ (conferences)Tokyo 126 225 Brussels 906 46.6 46.6 26.1 900 Free public Wi-Fi Free public Wi-Fi with staff at hotels, 26.1 （9th）（6th） 30.2 with staff at hotels, 23.5 1,000 2007 1.8 times 2016 Singapore 888 30.2 restaurants etc 23.5 800 restaurants etc Tokyo 126 225 Brussels 906 Unable to communicateUnable to communicate 900 （） 35.7 35.7 Lack of multilingualLack of multilingual 21.8 700 9th （6th） Singapore 888 with staff at hotels,with staff at hotels, 21.8 21.1 21.1 information information13.2 13.2 800 restaurants etc restaurants etc 600 700 Lack of multilingualLack of multilingual 20.2 21.2 500 Seoul 526 20.2 Free public Wi-Fi Free public Wi-Fi21.2 signage 4.7signage 4.7 13.7 13.7 600 400 SeoulParis 342526 Lack of multilingual 18.8 18.9 500 Lack of multilingual 18.8 Using public transportationUsing public transportation18.9 300 Vienna 304 maps, brochures 3.1 12.7 12.7 maps, brochures 3.1 400 TokyoParis 342225 Difficulties Difficulties Difficulties200 Difficulties 14.7 (multiple300 Vienna 304 Lack of informationLack about of information about 14.9 (multiple Currency exchange14.7 (multiple 100 14.9 (multiple Currency exchange 2.4 answers) discount transport ticketsdiscount transport2.1 tickets 2.1 answers) 2.4 answers) 200 Tokyo 225 answers) 0 Most difficult Most difficult Most difficult14.2 Using publicMost difficult14.8 Using credit/debit14.2 cards 100 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Using public 14.8 (single Using credit/debit cards 5.8 (single transportation(single 4.9 Note: Top 6 difficulties are listed, excluding ”I didn’t have5.8 any problems.”(single transportation23 4.9 answer)0 Source: JNTO 24 answer)Source: Ministryanswer) of Internal Affairs and Communications, Japan Tourism Agencyanswer) 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Note: Top 6 difficulties are listed, excluding ”I didn’t have any problems.” Source: JNTO 23 Source: Ministry of Internal Affairs and Communications, Japan Tourism Agency 24

23 Occupancy rates by accommodation type in Tokyo Global market for international conferences

 Hotel occupancy rates have increased to 80%, but Japanese-style inn  Owing to its economic growth, Asia’s share of the global market for occupancy rates are still only 60%. international conferences has increased 1.6 times in the last decade.

（％） (conferences) 11,780 11,864 90 85 12,000 11,503 11,519 84 85 83 85 Business hotels 11,085 80 83 10,258 10,696 10,526 83 84 81 City hotels 10,318 10,000 80 80 83 83 81 79 80 Tokyo average 10,000 79 20% 71 76 74 76 73 33 70 70 73 Resort hotels 8,000 ％ 68 70 69 63 60 60 60 61 National average 6,000 Asia 55 59 60 57 57 55 Japanese-style Americas 50 55 55 52 51 inns 4,000 73％ Europe 42 61％ 39 Hostels Oceania 40 35 2,000 Africa 30 30 0 2011 2012 2013 2014 2015 2016 2017 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: JNTO Note: Figures for 2017 are estimates. Source: Japan Tourism Agency Difficulties experienced travelling in Japan Number of international conferences by city  The most frequent reported problem for inbound tourists in FY2017 was  The number of international conferences in Tokyo has increased 1.8 “Unable to communicate with staff at hotels, restaurants etc” while that in times in the last decade, though Tokyo still lags behind competitors FY2014 was “Free public Wi-Fi”. such as Singapore and Seoul.

＜FY2014＞＜FY2017＞ (conferences)

1,000 2007 1.8 times 2016 Tokyo 126 Brussels 906 900 225 （9th）（6th） Singapore 888 800 700 600 500 Seoul 526

400 Paris 342 300 Vienna 304 200 Tokyo 225 100 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Note: Top 6 difficulties are listed, excluding ”I didn’t have any problems.” Source: JNTO 23 Source: Ministry of Internal Affairs and Communications, Japan Tourism Agency 24

24 Condé Nast Traveler The Best Cities in the World 2017

 Condé Nast Traveler, an American luxury travel magazine, has ranked Tokyo 1st for two consecutive years in its rankings of the most attractive destination cities ↓To learn more, follow the link below Top 10 Best Cities in the World, chosen by readers

1st Tokyo (Japan) ※1st PRIME Tourist Destination City Tokyo 2nd Vienna (Austria) ※10th ~ Tokyo Tourism Strategy Action Plan 2018 ~ 3rd Kyoto (Japan) ※2nd http://www.sangyo-rodo.metro.tokyo.jp/plan/tourism/plan/prime2018/ 4th Barcelona (Spain) ※9th 5th Paris (France) ※11th 差し替え予定 6th Sydney (Australia) ※12th 7th Madrid (Spain) ※27th ※ 8th Vancouver (Canada) 6th ■Unauthorized reproduction and use of all copyrighted content herein is prohibited, except where

9th Rome (Italy) ※15th the copyright holder’s permission is not required by Japanese copyright laws. 10th Munich (Germany) ※38th ■Certain illustrations in this booklet were provided by the organizations and individuals noted below ・Irasutoya Note: Excludes U.S. cities *2016 rank after country name Source: TMG press release

（奥付）

25 ↓ To learn more, follow the link below

PRIME Tourist Destination City Tokyo ~ Tokyo Tourism Strategy Action Plan 2018 ~

http://www.sangyo-rodo.metro.tokyo.jp/plan/tourism/plan/prime2018/

■ Unauthorized reproduction and use of all copyrighted content herein is prohibited, except where the copyright holder's permission is not required by Japanese copyright laws. ■ Certain illustrations in this booklet were provided by the organizations and individuals noted below ・Irasutoya

PRIME Tourist Destination City Tokyo 登録番号（30）19 〜 Tokyo Tourism Strategy Action Plan 2018 〜

Published in May 2018

Edited and published by Planning Section Tourism Division Bureau of Industrial and Labor Affairs Tokyo Metropolitan Government 2-8-1 Nishishinjuku, Shinjuku-ku, Tokyo 163-8001 Tel: +81-3-5320-4721 Printed by Daiwacreate Co., Ltd.