COVER STORY • 6 Exploring the Tokyo Megalopolis By JEF Editorial Section Tourism Destination Tokyo velopment of tourist spots, as well as to these opportunities by establishing a strengthening its capacity to host liaison office for filming and location HAT is there to see in Tokyo tourists. These efforts are especially related support called Tokyo Location W and what can people experience focused on advertising. Tokyo is eagerly Box and is also making the metropolitan there? As one of the world’s most carrying out a campaign that includes government office and other govern- prominent metropolises, Tokyo is a hub running television spots in target mar- ment owned facilities available for use as of Asian industry, the center of Japanese kets featuring the Astro Boy character. film locations. It supports the produc- business, finance and culture, as well as Plans also include a unique word of tion of films and television series in the country’s fashion Mecca. With its mouth campaign in which Tokyo will Tokyo to showcase the magnetism of long history, Tokyo offers a diverse invite foreigners residing in the metropo- the megalopolis to the world. blend of cultures and a unique combina- lis on tours that showcase the charm of Promoting Tokyo abroad using media tion of the past and the future. While Tokyo. The metropolitan government content is critical to increasing tourism. home to Shinjuku, the city that never hopes that after experiencing the won- In some Asian countries, Japanese TV sleeps, and Akihabara, where crowds ders of Tokyo, the foreigners will spread drama series have become part of main- flock for IT and anime, Tokyo also offers the word to their compatriots upon stream program, inspiring many fans of magnificent natural surroundings that returning to their respective home coun- these programs to come to Tokyo to see can offer exhilarating adventures such as tries. firsthand where their favorite show was whale watching off its islands. The There are also strategies to promote shot. This use as a location for a variety diversity provides endless fascination for Tokyo through a variety of media, of films and TV series will create oppor- those who visit Tokyo. including magazines, television series, tunities for Tokyo to develop new The Tokyo Metropolitan Government films and the Internet. Visual images tourist spots. The film Lost In has set a goal of attracting six million vis- make the strongest impressions and can Translation, which was shot in Shinjuku itors annually. In support of this objec- most effectively express the allure of and Shibuya, and won numerous tive it is taking up various efforts includ- Tokyo to potential visitors. The metro- awards, including the Oscar for Best ing advertising campaigns and the rede- politan government is opening the doors Original Screenplay, offers an excellent COVER STORY • 6 On the wave of a redevelopment attention as a hangout for the effort scheduled to be completed Do Akiba! geek demographic, or those look- in 2006, Akihabara is aiming to ing for parts for computers and transform itself from its current – Let’s experience Akihabara – IT- or anime-related products and role as a “shopping district” to an figurines. Unfortunately, this “experience and fun district.” A trend has created an air of inac- point of interest in this transfor- cessibility for the district. To mation is an industrial tourism remedy the situation, Akiba plans project in which products, ser- to offer tours that take visitors vices and intriguing local indus- beyond shopping and sightseeing tries have been uniquely labeled to a higher level of tourism called as content from “Akiba,” the nick- “Site-Doing” which involves name of the district. In this interactive experiences that teach “Japan Renaissance Project” visi- people the fun and skills required tors from Japan and overseas for different tasks. Planned activ- come to the district to enjoy its ities, set to begin in late autumn, surroundings and all the unique include building robots and fig- “Akiba content.” urines, performing voice-overs Despite having a prominent role for anime, seminars by animation as the “Electric Town” in post-war creators and tours of anime pro- Japan, the growth of large-scale duction facilities. electric appliance retailers has eroded Akiba’s appeal as the place to buy finished goods. Japan Renaissance Project More recently, the area has drawn Photo: Japan National Tourist Organization Website: http://japan-r.net example of this effect. After the movie back for Tokyo. However efforts are more convenient and enjoyable, the city hit theaters there was a noticeable being made to increase the number of will initially clearly define a concept for increase in interest in Tokyo, especially maps and tourist information resources each district, establish tourist informa- from the United States and Europe. for foreigners around the city in order tion centers and create tour routes that Overseas, a few travel companies are to make Tokyo even more tourist- facilitate making the rounds of isolated offering tours that allow participants to friendly. tourist spots. Furthermore, Tokyo is experience the movie firsthand. Visual promoting a new form of tourism- media definitely has a role in promoting Tourism-Focused Urban focused urban development that creates tourism in Tokyo. Development convenience for both citizens and visi- Tokyo has tourist information centers tors. This includes creating and preserv- located in the metropolitan government HERE are a variety of tourism ing unique neighborhoods, building office, Haneda Airport and Keisei Ueno T resources located in Tokyo, but accessible walking courses for the physi- Station. They offer transportation until now a disconnect between the city cally challenged and putting up more access guides, tourist spot guides and and its tourism resources has left many directional signs. The metropolitan event guides. There are also free maps tourist spots isolated and scattered about government intends to increase the and “handy guides” complete with the city. In response to these condi- momentum by holding symposiums and coupons for cultural sites. tions, Tokyo intends to carry out urban seminars about nurturing leaders who Unfortunately, the lack of tourist infor- development with the input of local citi- can implement tourism-focused urban mation centers that offer services for vis- zens to create communities that can pre- revitalization. To promote such a devel- itors such as hotel reservations, like sent a single face to attract tourists. In opment, it plans to introduce a wide those found overseas, is a serious draw- an effort to make tourism in Tokyo variety of development efforts such as JAPAN SPOTLIGHT • November / December 2004 21 COVER STORY • 6 successful case studies and ideal meth- ods. As a designated tourism-focused urban development model district, the Ueno area has established a promotional committee with strong representation from cultural facilities, local shopping areas and the ward government. Ueno has many historic temples and shrines and a bounty of cultural assets such as museums and a zoo. It also has the commercial area of Ame-yoko and the sites of traditional industries such as the Kappabashi kitchenware street, which is famous for its food samples, and the cityscape of old downtown districts such as Asakusa and Yanaka, which is popular A temple in Ueno and its “ema,” votive tablets among foreigners as well. Despite this impressive collection of tourism resources, the area did not function as a Improving the transportation network ing these transportation options, visitors single unit able to present the sum bene- is essential in increasing the mobility of can enjoy Tokyo’s old downtown dis- fits of all its attractions. To integrate the visitors. While the existing services in tricts in a way that is not possible on assets, the ward is undertaking measures the area – JR Lines, subway lines (Tokyo conventional tours. Ueno’s unique form to become more convenient for visitors, Metro and Toei) and buses – offer a of urban development, which allows vis- including establishing a tourist informa- common one-day pass for ¥1,580, the itors to experience history and culture, is tion center, starting a volunteer guide introduction of the Megurin local bus making steady progress. program staffed by local residents, print- service (currently considering the sale of ing multilingual guide maps and posting a one-day pass) which operates two Towards Navigable Public maps around the area. Other services routes in the area, has greatly increased Transportation Systems have been initiated such as opening an the mobility of visitors. In Asakusa, visi- outdoor café in the Ueno park, illumi- tors can rent a bicycle (¥200 from 8 HE Tokyo Metropolitan area boasts nating important cultural assets such as a.m. to 8 p.m.) or hire a rickshaw T extensive public transportation net- historical buildings at night, and extend- (¥12,600 per hour) and for going works and there is no dearth of options ing the opening hours of cultural facili- around the town, a “water bus” can take for visitors on the move. However, this ties. them to Odaiba. By skillfully combin- existing network is complicated and dif- Hato Bus is the first name that comes to ers join the tours targeting Japanese cit- mind for many Tokyo residents when izens as these tours offer a wider range asked about sightseeing in the city. The Hato Bus of choice. Tokyo has a strong image of company has been in business for 56 tours has increased and their content Spanish, Korean and Chinese are also being a modern city, but it also has his- years and has an established reputation has been altered as needed in response available, and for large groups, the tory and natural beauty. The company for sightseeing tours in Tokyo. to changing times. Hato Bus currently tours are conducted in the specified lan- hopes that tourists will enjoy the sea- It started operating English tours for for- offers a total of 11 different tours in the guage.