PRIME Tourist Destination City Tokyo Action Plan Key Points ~ Tokyo Tourism Strategy Action Plan 2017 ~

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PRIME Tourist Destination City Tokyo Action Plan Key Points ~ Tokyo Tourism Strategy Action Plan 2017 ~ PRIME Tourist Destination City Tokyo Action Plan Key Points ~ Tokyo Tourism Strategy Action Plan 2017 ~ 1 New numerical targets The objective of the Tokyo Metropolitan Government’s 2017 plan is to promote a timely, strategic and comprehensive response to the The Tokyo Metropolitan Government has set ambitious new numerical targets which can only be achieved through the rapid changes occurring in the tourism industry, not least the rapid aggressive implementation of the policies in this plan. increase in the number of visitors to the city. 2 Six key strategies The action plan sets six new key strategies for the promotion of Tokyo: World-beating “PRIME Tourist Destination City” tourism in the city as well as defining the specific policies required for implementation. The city’s objective is to make Tokyo the top 3 Annual action plans tourist destination city for travelers from around the world. Previously, the tourism strategy was updated every five years. The action plan will be updated annually in order to respond proactively By implementing the policies outlined in to changes in the tourism sector. this plan, Tokyo aims to provide an unrivalled tourist experience both in terms of hospitality CONTENTS Yuriko Koike, and of the quality of the city’s tourist attractions, Governor of Tokyo ・Recent Trends in Tourism in Japan・・・・・・・・・・・ P3 thus attracting a greater number of domestic and international ・Numerical Targets・・・・・・・・・・・・・・・・・・ P5 travelers to the city, and thereby increasing revenues for the ・Tourism Industry Promotion Policies ・・・・・・・・・・ P6 industry. ・Tourism Statistics ・・・・・・・・・・・・・・・・・・ P19 1 PRIME Tourist Destination City Tokyo Action Plan Key Points ~ Tokyo Tourism Strategy Action Plan 2017 ~ 1 New numerical targets The objective of the Tokyo Metropolitan Government’s 2017 plan is to promote a timely, strategic and comprehensive response to the The Tokyo Metropolitan Government has set ambitious new numerical targets which can only be achieved through the rapid changes occurring in the tourism industry, not least the rapid aggressive implementation of the policies in this plan. increase in the number of visitors to the city. 2 Six key strategies The action plan sets six new key strategies for the promotion of Tokyo: World-beating “PRIME Tourist Destination City” tourism in the city as well as defining the specific policies required for implementation. The city’s objective is to make Tokyo the top 3 Annual action plans tourist destination city for travelers from around the world. Previously, the tourism strategy was updated every five years. The action plan will be updated annually in order to respond proactively By implementing the policies outlined in to changes in the tourism sector. this plan, Tokyo aims to provide an unrivalled tourist experience both in terms of hospitality CONTENTS Yuriko Koike, and of the quality of the city’s tourist attractions, Governor of Tokyo ・Recent Trends in Tourism in Japan・・・・・・・・・・・ P3 thus attracting a greater number of domestic and international ・Numerical Targets・・・・・・・・・・・・・・・・・・ P5 travelers to the city, and thereby increasing revenues for the ・Tourism Industry Promotion Policies ・・・・・・・・・・ P6 industry. ・Tourism Statistics ・・・・・・・・・・・・・・・・・・ P19 2 3 Inbound tourist spending in 2016 Recent Trends in Tourism in Japan Inbound tourists spent a record ¥3.7 trillion in Japan. 1 Number of inbound tourists to Japan Inbound tourist spending in Tokyo decreased slightly to ¥1.1 trillion. Inbound tourists to Japan have tripled in the last decade. (trillion yen) A record 24 million people visited Japan in 2016. 3.7 4.0 3.5 (million) 3.5 Tops ¥3 trillion 30 Tops 20 million 3.0 24.0 25 2.5 Tops 10 million 2.0 Tops ¥1 trillion 19.7 2.0 20 2011 Great 1.4 East Japan 13.4 1.5 1.1 1.1 1.1 15 0.8 0.8 Earthquake 10.4 1.0 0.6 8.6 8.4 0.3 0.4 10 0.5 7.3 6.2 5 0 2011 2012 2013 2014 2015 2016 0 訪日外国人旅行者消費額inbound tourist spending in Japan 訪都外国人旅行者消費額inbound tourist spending in Tokyo 2006 2010 2011 2012 2013 2014 2015 2016 Source: Japan Tourism Agency; Tokyo Metropolitan Government Source: Japan National Tourism Organization(JNTO) 2 Number of tourists visiting Tokyo 4 Occupancy rates by accommodation type in Tokyo Inbound tourists to Tokyo have increased 2.7 times in the last decade. Hotel occupancy rates have increased to 80%, but Japanese inn Domestic tourists visits topped 500 million. occupancy rates are still only 60%. (million) (million) (%) 18 600 100 506.2 516.7 514.3 16 505.8 Business hotels 500 90 84 85 84 14 85 80 85 84 City hotels 469.3 81 12 436.1 457.2 400 80 81 80 83 Tokyo average 424.5 420.1 13.1 80 81 83 79 83 79 11.9 71 76 Resort hotels 10 2011 Great East 74 76 300 70 69 70 73 62 8 Japan Earthquake 8.9 68 70 69 63 Japanese-style 60 64 60 inns 6 200 55 60 6.8 59 National average 5.9 5.6 57 4 5.3 50 54 55 55 55 4.8 4.1 100 52 Hostels 2 39 40 35 42 0 0 30 2006 2007 2010 2011 2012 2013 2014 2015 2016 30 2010 2011 2012 2013 2014 2015 2016 訪都外国人旅行者数(左目盛)Inbound tourists to Tokyo (left axis) 訪都国内旅行者数(右目盛)Domestic tourists to Tokyo (right axis) Note: 2016 figures are estimates. Source: Tokyo Metropolitan Government Source: Japan Tourism Agency 3 3 Inbound tourist spending in 2016 Recent Trends in Tourism in Japan Inbound tourists spent a record ¥3.7 trillion in Japan. 1 Number of inbound tourists to Japan Inbound tourist spending in Tokyo decreased slightly to ¥1.1 trillion. Inbound tourists to Japan have tripled in the last decade. (trillion yen) A record 24 million people visited Japan in 2016. 3.7 4.0 3.5 (million) 3.5 Tops ¥3 trillion 30 Tops 20 million 3.0 24.0 25 2.5 Tops 10 million 2.0 Tops ¥1 trillion 19.7 2.0 20 2011 Great 1.4 East Japan 13.4 1.5 1.1 1.1 1.1 15 0.8 0.8 Earthquake 10.4 1.0 0.6 8.6 8.4 0.3 0.4 10 0.5 7.3 6.2 5 0 2011 2012 2013 2014 2015 2016 0 訪日外国人旅行者消費額inbound tourist spending in Japan 訪都外国人旅行者消費額inbound tourist spending in Tokyo 2006 2010 2011 2012 2013 2014 2015 2016 Source: Japan Tourism Agency; Tokyo Metropolitan Government Source: Japan National Tourism Organization(JNTO) 2 Number of tourists visiting Tokyo 4 Occupancy rates by accommodation type in Tokyo Inbound tourists to Tokyo have increased 2.7 times in the last decade. Hotel occupancy rates have increased to 80%, but Japanese inn Domestic tourists visits topped 500 million. occupancy rates are still only 60%. (million) (million) (%) 18 600 100 506.2 516.7 514.3 16 505.8 Business hotels 500 90 84 85 84 14 85 80 85 84 City hotels 469.3 81 12 436.1 457.2 400 80 81 80 83 Tokyo average 424.5 420.1 13.1 80 81 83 79 83 79 11.9 71 76 Resort hotels 10 2011 Great East 74 76 300 70 69 70 73 62 8 Japan Earthquake 8.9 68 70 69 63 Japanese-style 60 64 60 inns 6 200 55 60 6.8 59 National average 5.9 5.6 57 4 5.3 50 54 55 55 55 4.8 4.1 100 52 Hostels 2 39 40 35 42 0 0 30 2006 2007 2010 2011 2012 2013 2014 2015 2016 30 2010 2011 2012 2013 2014 2015 2016 訪都外国人旅行者数(左目盛)Inbound tourists to Tokyo (left axis) 訪都国内旅行者数(右目盛)Domestic tourists to Tokyo (right axis) Note: 2016 figures are estimates. Source: Tokyo Metropolitan Government Source: Japan Tourism Agency 4 Numerical Targets Tourism Industry Promotion Policies 〇 The plan sets targets for the number of tourists visiting Tokyo, The Tokyo Metropolitan Government will implement six strategies both domestic and international, and includes for the first time to achieve the PRIME Tourist Destination City targets. targets for revenues and the number of repeat visits. 〇 The targets are ambitious, and assume the aggressive Tourism management focused on 1 implementation of the new tourism policy. increasing revenues Support inbound tourism businesses Develop human resource training for inbound tourism Improve the quality and attractiveness 2 Inbound tourists 2015:11.9 million 2020:25 million of tourism assets to Tokyo Leverage waterfronts, nighttime illuminations Double the number of inbound tourists by 2020 Further leverage “anime” and “manga” resources 3 New focus for tourism promotion Repeat inbound 2020:15 million tourists to Tokyo New logo to promote the appeal of Tokyo as a destination city Target a 60% repeat visit rates by 2020 Broaden the scope of promotion to include higher spend tourists Inbound tourist 2015:¥1.1 trillion 2020:¥2.7 trillion spending in Tokyo 4 MICE tourism 2020 target is 2.4 times the 2015 actual, based on the growth rate of the last 5 years Promotion of city-operated facilities as unique venues Support for infrastructure development of MICE facilities Domestic tourist 2015:516.7 million 2020:600 million visits to Tokyo 5 Improvement of inbound tourism infrastructure Targets a new record in 2020 New tourist information center in the Tama area Improve support of Muslim-friendly and other diverse cultural needs Domestic tourist 2015:¥4.85 trillion 2020:¥6 trillion spending in Tokyo 6 Co-ordination with other destinations in Japan Targets a ¥1 trillion increase versus 2015 Increase the number of tie-ups with other regions in Japan to increase inbound tourism volume 5 Numerical Targets Tourism Industry Promotion Policies 〇 The plan sets targets for the number of tourists visiting Tokyo, The Tokyo Metropolitan Government will implement six strategies both domestic and international, and includes for the first time to achieve the PRIME Tourist Destination City targets.
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