City Tourism Performance Research Report for Case Study “”

By: Temesgen Assefa (Ph.D.) September 2nd , 2017 JTB Tourism Research & Consulting Co 1 Overview

• Tokyo is the world’s largest city with more than 13 million inhabitants.

Key Facts

• Region & island: Located in Kanto region & Honshu

island

• Division: 23 special wards, 26 cities, and 4 sub-prefectures

• Population

- Metropolis: 13.5 million

- 23 Wards: 8.9 million

- Metropolitan: 37.8 million

• Area: 2,190 sq.km

• GDP: JPY 94.9 trillion (EUR 655 billion) (as of 2014)

Source: Tokyo Metropolitan Government JTB Tourism Research & Consulting Co 2 Selected Flagship Attractions

• Tokyo has mixes of modern and traditional attractions ranging from historic temples to skyscrapers.

Figure 1.1 Tokyo Tower Figure 1.3 Crossing Figure 1.5 Tokyo Marathon

Figure 1.2 Sensoji Kaminarimon Figure 1.4 Rikugien Garden Figure 1.6 Sumidagawa Fireworks

Source: Tokyo Convention & Visitros Bureau JTB Tourism Research & Consulting Co 3 Introduction: Major Historical Timelines

• The history of the city of Tokyo, originally named , stretches back some 400 years.

1603-1867 1941 1964 2016 • In 1603, Tokugawa • Port of Tokyo opens • Olympic Games held in • The first women Ieyasu established 1947 Tokyo Shogunate Government of Tokyo in Edo town 1912-1926 • New local self- • The shinkansen (Bullet 2010 was elected and a • In 1867, the Shogunate • In 1923 Tokyo was government system train) line began • puts Government resigns and devastated by the Great new comprehensive established operations returns power to the Kanto Earthquake new runway and Emperor four-year plan was • In 1927, the first • Tokyo launches 23 • The Metropolitan international terminal formulated. subway lines opens special-ward Expressway was opened into service between Asakusa & administration system Ueno

• In 2006, Tokyo’s 10-year • In 1868, Edo renamed • Tokyo’s population Tokyo and becomes a • The Long-Term reaches 10 million plan formulated prefecture. Vision for Tokyo was • Tokyo Airport opens • In 2007, inaugural Tokyo • In 1872, the first • Start high economic in Haneda released railway line opens b/n growth period Marathon held Shimbashi and 1931 • Tokyo prefecture and Yokohama city were merged to • In 2007, Tokyo form the Tokyo 1962 announces ’s first 2014

Metropolitan financial statements

1868-1912 1943 2006 -2007

Source: Tokyo Metropolitan Government JTB Tourism Research & Consulting Co 4 Tourism Trend: International Tourist Arrivals • The national branded campaign of ‘Yokoso Japan’ in 2003 had a significant impact in increasing the number of visitors to Japan and Tokyo in particular. • Soon after the natural disaster, a rapid rebound in Tokyo’s tourism industry has been recorded.

International Tourist Arrivals to Tokyo (in 1,000)

15,000 Japan Launched “Yokoso Japan” Campaign in 2003 13,102 • Prime Minister Junichiro Koizumi • International tourist launched ‘Yokoso Japan’ (means arrivals went down by 11,894 12,000 welcome to Japan) campaign in +23.9% 2003. 31% mainly due to • The campaign was aimed at the Great East Japan increasing the number of visitors to Earthquake Japan. 8,874 9,000 • Though this initiative was designed and implemented at national level, it had significant impact on Tokyo’s tourism. 6,812 5,942 6,000 5,330 5,336 5,562 4,808 4,760 4,489 4,180 4,098

3,000 2,747

0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: Japan National Tourism Organization JTB Tourism Research & Consulting Co 5 Tourism Trend: Domestic Tourist Arrivals

• Unlike the international arrivals, domestic is more or less remains flat.

Domestic Tourist Arrivals to Tokyo (in 1,000)

600

506 506 517 514 500 469 457 436 424 425 409 416 420 400 366

300

200

100

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

Source: Japan National Tourism Organization JTB Tourism Research & Consulting Co 6 Showcases 1: “Beyond 2020”

• In anticipation of the post 2020 Olympic and Paralympic Games in Tokyo, “Beyond 2020” is an initiative that aims to create legacy of several cultural programs/activities.

Overview of “Beyond 2020”

• “Beyond 2020” is the certification system for cultural Background programs developed by Tokyo Organizing Committee of the of the Initiative Olympic and Paralympic Games under Cabinet Secretariat of Japan.

• This initiative aims to certify unique cultural programs in order to create legacy for the generations to come. Purpose of the Initiative • By certifying the programs as “Beyond 2020 Program” with specific logo, the programs will be recognizable and receive higher attention by the general public.

• Any programs/activities that promote Japanese culture such Type of Programs as traditional arts, modern performing arts, fashion, gastronomy, etc.

Basic • Programs/activities to remove the barrier for disabled people. Inclusion inclusion • Programs/activities to remove the language barrier for criteria overseas visitors.

Source: Cabinet Secretariat beyond 2020 program JTB Tourism Research & Consulting Co 7 Showcases: Examples of “Beyond 2020” Selected Programs

• The followings are some major “Beyond 2020” certified programs to be mentioned as example:

Figure 1.7 Kanuma Autumn Festival Figure 1.8 Japan “Kampai” to the world Figure 1.9 Nichigaku Kokuban Art

• This festival is traditionally organized by • This campaign is to introduce Japanese • This is a contemporary art competition local community and now highly traditional alcohol such as Sake, using black board and colorful chalks. recognized by international tourism Shochu and Awamori to foreign visitors industry. • The art competition is managed by at international airports. several languages such as English and • The organizers made collective efforts to • Bilingual staffs are allocated to meet Chinese for international community to develop brochures in four different foreign languages. the needs of international customers. take part in.

Source: Kanuma Autumn Festival Organizing Committee Source: Japan Sake and Shochu Makers Association Source: Nichigaku Co., Ltd

Source: Cabinet Secretariat beyond 2020 program JTB Tourism Research & Consulting Co 8 Showcase 2: “Mori no Nigiwai”

• Mori no Nigiwai (the festival of sacred woods) began with the objectives of unearthing various cultural festivals that were slowly being lost.

Overview of “Mori no Nigiwai”

• The Tokyo Chamber of Commerce and Industry together with JTB Corp. have been organizing Background Mori no Nigiwai (the festival of sacred woods) of the since 1981. Initiative • This year, as an official event, JTB Corp started to organize this event in Tokyo to support the local .

• This event initially began with the concept of unearthing various performing arts that were Purpose of slowly being lost. the Initiative • This event aims at protecting and nurturing traditional cultures of various regions and contributing to the support of artistic activities

• This event is contributing to the sustainable Outcome & growth in the local communities through tourism Impact • Furthermore, this event creates economic, cultural and social sustainability.

Source: JTB Corp JTB Tourism Research & Consulting Co 9 Future Outlook

• In December last year, the Tokyo Metropolitan Government formulated a new four-year plan with the mission to create ‘New Tokyo’

The Action Plan for 2020 New Tokyo. New Tomorrow The Three Faces of Tokyo Safe City Diverse City Smart City • Tokyo to protect the • Tokyo to embrace • Tokyo to create lives and assets of diversity and its full ‘sustainable Tokyo’ its residents from all of benevolence that is open to the kinds of disasters, where everyone can world and leading and build a dynamic lead vibrant lives and the world in the be active in society. and bustling Tokyo. environmental policies and others.

Create New Tokyo

Source: Tokyo Metropolitan Government JTB Tourism Research & Consulting Co 10 Thank you for your attention

JTB Tourism Research & Consulting Co 11