prime tourist destination city tokyo...the city’s objective is to make tokyothe top tourist...

By implementing the policies outlined in

this plan, Tokyo aims to provide an unrivalled

tourist experience both in terms of hospitality

and of the quality of the city’s tourist attractions,

thus attracting a greater number of domestic and international

travelers to the city, and thereby increasing revenues for the

industry.

・Recent Trends in Tourism in Japan・・・・・・・・・・・

・Numerical Targets・・・・・・・・・・・・・・・・・・

・Tourism Industry Promotion Policies ・・・・・・・・・・

・Tourism Statistics ・・・・・・・・・・・・・・・・・・

1 2

The city’s objective is to make Tokyo the top

tourist destination city for travelers from around

the world.

Yuriko Koike, Governor of Tokyo

１ Ambitious numerical targets

The Tokyo Metropolitan Government has set ambitious numerical targets that can only be achieved through the aggressive implementation of the policies in this plan. The 2018 TMG plan includes new numerical targets by inbound tourist market.

２ Six key strategies

３ Annual action plans

The action plan will be updated annually in order to respond proactively to changes in the tourism sector.

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

The objective of the Tokyo Metropolitan Government’s (TMG)

2018 plan is to respond in a timely fashion to the rapid changes

occurring in the tourism industry, not least the rapid increase in

the number of visitors to the city, and to promote the tourism

industry in a strategic and comprehensive way in the run-up to

the Tokyo 2020 Olympic and Paralympic Games and beyond.

Tokyo: World-beating “PRIME Tourist Destination City”

Action Plan 2018 Key Points

CONTENTS

P3

P5

P6

P19

The action plan sets six key strategies for the promotion of tourism in the city as well as defining the specific policies required for implementation.

1

By implementing the policies outlined in

this plan, Tokyo aims to provide an unrivalled

tourist experience both in terms of hospitality

and of the quality of the city’s tourist attractions,

thus attracting a greater number of domestic and international

travelers to the city, and thereby increasing revenues for the

industry.

・Recent Trends in Tourism in Japan・・・・・・・・・・・

・Numerical Targets・・・・・・・・・・・・・・・・・・

・Tourism Industry Promotion Policies ・・・・・・・・・・

・Tourism Statistics ・・・・・・・・・・・・・・・・・・

1 2

The city’s objective is to make Tokyo the top

tourist destination city for travelers from around

the world.

Yuriko Koike, Governor of Tokyo

１ Ambitious numerical targets

The Tokyo Metropolitan Government has set ambitious numerical targets that can only be achieved through the aggressive implementation of the policies in this plan. The 2018 TMG plan includes new numerical targets by inbound tourist market.

２ Six key strategies

３ Annual action plans

The action plan will be updated annually in order to respond proactively to changes in the tourism sector.

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

The objective of the Tokyo Metropolitan Government’s (TMG)

2018 plan is to respond in a timely fashion to the rapid changes

occurring in the tourism industry, not least the rapid increase in

the number of visitors to the city, and to promote the tourism

industry in a strategic and comprehensive way in the run-up to

the Tokyo 2020 Olympic and Paralympic Games and beyond.

Tokyo: World-beating “PRIME Tourist Destination City”

Action Plan 2018 Key Points

CONTENTS

P3

P5

P6

P19

The action plan sets six key strategies for the promotion of tourism in the city as well as defining the specific policies required for implementation.

2

0.8 1.1

1.4

2.0

3.5 3.7

4.4

0.3 0.4 0.6 0.8 1.1 1.1

0.8

0

1

2

3

4

5

2011 2012 2013 2014 2015 2016 2017

(trillion yen)

Inbound tourist spending in Japan

Inbound tourist spending in Tokyo

(Jan-Sep)

4.8 5.3 5.9 4.1

5.6 6.8

8.9

11.9 13.1 424.5 436.1 457.2 420.1 469.3

505.8 506.2 516.7 514.3

0

100

200

300

400

500

600

02468

101214161820

2006 2007 2010 2011 2012 2013 2014 2015 2016

(million)

Inbound tourists to Tokyo (left axis) Domestic tourists to Tokyo (right axis)

(million)

8.3 8.6 6.2

8.4 10.4

13.4

19.7 24.0

28.7

0

5

10

15

20

25

30

35

2007 2010 2011 2012 2013 2014 2015 2016 2017

(million)

3 ４

１ Number of inbound tourists to Japan

2011 Great East Japan Earthquake

Tops 10 million

Tops 20 million

Source: Japan Tourism Agency, Tokyo Metropolitan Government

Tops ¥4 trillion

Tops ¥1 trillion

Recent Trends in Tourism in Japan

Inbound tourists to Japan have increased 3.4 times in the last decade. A record 28.7 million people visited Japan in 2017.

2 Number of tourists visiting Tokyo Inbound tourists to Tokyo have increased 2.7 times in the last decade. Domestic tourists visits topped 500 million.

Inbound tourists spent a record ¥4.4 trillion in Japan in 2017. Inbound tourist spending in Tokyo decreased slightly to ¥1.1 trillion in 2016.

Domestic tourists spent ¥21.1 trillion in Japan in 2017. Domestic tourist spending in Tokyo decreased slightly to ¥4.6 trillion in 2016.

Source: Japan National Tourism Organization(JNTO)


Source: Tokyo Metropolitan Government

19.7 19.4 20.2 18.4

20.4 21.0 21.1

3.7 4.2 4.7 4.8 4.8 4.6 3.6

0369

1215182124

2011 2012 2013 2014 2015 2016 2017

(trillion yen)Domestic tourist spending in JapanDomestic tourist spending in Tokyo

(Jan-Sep)


3 Inbound tourist spending

4 Domestic tourist spending

Note: Figures for 2017 are preliminary.

3

0.8 1.1

1.4

2.0

3.5 3.7

4.4

0.3 0.4 0.6 0.8 1.1 1.1

0.8

0

1

2

3

4

5

2011 2012 2013 2014 2015 2016 2017

(trillion yen)

Inbound tourist spending in Japan

Inbound tourist spending in Tokyo

(Jan-Sep)

4.8 5.3 5.9 4.1

5.6 6.8

8.9

11.9 13.1 424.5 436.1 457.2 420.1 469.3

505.8 506.2 516.7 514.3

0

100

200

300

400

500

600

02468

101214161820

2006 2007 2010 2011 2012 2013 2014 2015 2016

(million)

Inbound tourists to Tokyo (left axis) Domestic tourists to Tokyo (right axis)

(million)

8.3 8.6 6.2

8.4 10.4

13.4

19.7 24.0

28.7

0

5

10

15

20

25

30

35

2007 2010 2011 2012 2013 2014 2015 2016 2017

(million)

3 ４

１ Number of inbound tourists to Japan


Tops 10 million

Tops 20 million


Tops ¥4 trillion

Tops ¥1 trillion

Recent Trends in Tourism in Japan

Inbound tourists to Japan have increased 3.4 times in the last decade. A record 28.7 million people visited Japan in 2017.

2 Number of tourists visiting Tokyo Inbound tourists to Tokyo have increased 2.7 times in the last decade. Domestic tourists visits topped 500 million.

Inbound tourists spent a record ¥4.4 trillion in Japan in 2017. Inbound tourist spending in Tokyo decreased slightly to ¥1.1 trillion in 2016.

Domestic tourists spent ¥21.1 trillion in Japan in 2017. Domestic tourist spending in Tokyo decreased slightly to ¥4.6 trillion in 2016.

Source: Japan National Tourism Organization(JNTO)



19.7 19.4 20.2 18.4

20.4 21.0 21.1

3.7 4.2 4.7 4.8 4.8 4.6 3.6

0369

1215182124

2011 2012 2013 2014 2015 2016 2017

(trillion yen)Domestic tourist spending in JapanDomestic tourist spending in Tokyo

(Jan-Sep)

3 Inbound tourist spending

4 Domestic tourist spending


4

5 6

Support inbound tourism businesses Support businesses to utilize foreign human resources

Leverage waterfronts, nighttime illuminations and nightlife tourism Promote tourism in the Tama area and the outlying islands

Showcase Tokyo through the logo and the marketing slogan Broaden the scope of promotion to include higher spend tourists

Support for infrastructure development of MICE facilities Establish one-stop service center specialized in unique venues

Provide tourist information by organizing Tokyo tourism volunteers Promote accessible tourism

Increase the number of tie-ups with other regions in Japan Promotion in partnership with the Rugby World Cup 2019TMhost cities

Tourism management focused on increasing revenues1

Numerical Targets Tourism Industry Promotion Policies

The Tokyo Metropolitan Government will implement six strategiesto achieve the PRIME Tourist Destination City targets.

Improve the quality and attractivenessof tourism assets2

New focus for tourism promotion3

MICE tourism4

Improvement of inbound tourism infrastructure5

Co-ordination with other destinations in Japan 6

Inbound tourists to Tokyo Double the number of inbound tourists by 2020

The plan sets targets for the number of tourists visiting Tokyo, both domestic and international, and includes targets for the number of inbound tourists by market, revenues and the number of repeat visits.

2015：11.9 million 2016：13.1 million 2020：25 million

EU, NA, AUS

Southeast Asia, India

East Asia

Targets by market

2.2 million

7.6 million

1.6 million

2.6 million

8.2 million

1.7 million

5.0 million

15.5 million

3.7 million

EU, NA, AUS


East Asia

Repeat inbound tourists to Tokyo Target a 60% repeat visit rates by 2020

Note: NA, AUS stands for North America, Australia respectively. The breakdowns by market are TMG.estimates.

2020：15 million

Inbound touristspending in Tokyo

2020 target is 2.4 times the 2015 actual, based on the growth rate of the last 5 years

2015：¥1.1 trillion 2016：¥1.1 trillion 2020：¥2.7 trillion

Domestic tourist visits to Tokyo Targets a new record in 2020


Domestic tourist spending in Tokyo Targets a ¥1 trillion increase versus 2015

2015：¥4.8 trillion 2016：¥4.6 trillion 2020：¥6 trillion

5

5 6

Support inbound tourism businesses Support businesses to utilize foreign human resources

Leverage waterfronts, nighttime illuminations and nightlife tourism Promote tourism in the Tama area and the outlying islands

Promote Tokyo through the logo and the marketing slogan Broaden the scope of promotion to include higher spend tourists

Support for infrastructure development of MICE facilities Establish one-stop service center specialized in unique venues

Provide tourist information by organizing Tokyo tourism volunteers Promote accessible tourism

Increase the number of tie-ups with other regions in Japan Promotion in partnership with the Rugby World Cup 2019TMhost cities

Tourism management focused on increasing revenues1

Numerical Targets Tourism Industry Promotion Policies

The Tokyo Metropolitan Government will implement six strategiesto achieve the PRIME Tourist Destination City targets.

Improve the quality and attractivenessof tourism assets2


MICE tourism4

Improvement of inbound tourism infrastructure5

Co-ordination with other destinations in Japan 6

Inbound tourists to Tokyo Double the number of inbound tourists by 2020

The plan sets targets for the number of tourists visiting Tokyo, both domestic and international, and includes targets for the number of inbound tourists by market, revenues and the number of repeat visits.


EU, NA, AUS


East Asia

Targets by market

2.2 million

7.6 million

1.6 million

2.6 million

8.2 million

1.7 million

5.0 million

15.5 million

3.7 million

EU, NA, AUS


East Asia

Repeat inbound tourists to Tokyo Target a 60% repeat visit rates by 2020

Note: NA, AUS stands for North America, Australia respectively. The breakdowns by market are TMG.estimates.

2020：15 million

Inbound touristspending in Tokyo

2020 target is 2.4 times the 2015 actual, based on the growth rate of the last 5 years

2015：¥1.1 trillion 2016：¥1.1 trillion 2020：¥2.7 trillion

Domestic tourist visits to Tokyo Targets a new record in 2020


Domestic tourist spending in Tokyo Targets a ¥1 trillion increase versus 2015

2015：¥4.8 trillion 2016：¥4.6 trillion 2020：¥6 trillion

6

Tourism management focused onincreasing revenues

7 8

〇 Provide support for inbound businesses to improve their management skills and ability to respond to greater inbound tourist numbers

〇 Provide support for the leverage of overseas national employees to increase sustainable inbound tourism revenues

〇 Provide support for and more effective advertising of ryokan and other accommodation providers

Provide support for inbound tourism businesses including the introduction of a duty-free system and credit card payment devices

Provide support for inbound tourism businesses including the introduction of ICT to improve productivity, multi-lingual translation, Wi-Fi and Western-style toilets

Develop the RYOKAN brand to promote the unique charms of Japanese-style inns to overseas visitors

Key points

<Multi-lingual translation of signage>

1

<Wi-Fi> <Western-style toilet>

<Duty-free system> <Credit card payment devices>

Provide support for businesses taking an internationalized approach to tourism development to help them leverage overseas nationals including exchange students

<ICT>

ICT implementation in a restaurant kitchen

7

Tourism management focused onincreasing revenues

7 8

〇 Provide support for inbound businesses to improve their management skills and ability to respond to greater inbound tourist numbers

〇 Provide support for the leverage of overseas national employees to increase sustainable inbound tourism revenues

〇 Provide support for and more effective advertising of ryokan and other accommodation providers

Provide support for inbound tourism businesses including the introduction of a duty-free system and credit card payment devices

Provide support for inbound tourism businesses including the introduction of ICT to improve productivity, multi-lingual translation, Wi-Fi and Western-style toilets

Develop the RYOKAN brand to promote the unique charms of Japanese-style inns to overseas visitors

Key points

<Multi-lingual translation of signage>

1

<Wi-Fi> <Western-style toilet>

<Duty-free system> <Credit card payment devices>

Provide support for businesses taking an internationalized approach to tourism development to help them leverage overseas nationals including exchange students

<ICT>

ICT implementation in a restaurant kitchen

8

910

Provide support at the local level for the development of tourism based aroundglobally popular anime and manga, and promote Tokyo as a filming location,as well as supporting the Tokyo Anime Award Festival

Support businesses adopting new approaches to the development of tourism assets, such as “glamping”, in the Tama area and the outlying islands

Promote tourism in the outlying islands by supporting sightseeing toursincluding spouse hunting events and by increasing visitor spending throughthe digital currency “Shimapo” *

<Tokyo Anime Tourism 2018>

Provide support to increase tourism in the bay area, including thelighting up of buildings and landscapes, and projection mapping, andto develop nightlife tourism

Improve the quality and attractiveness of tourism assets2

〇 Enhance the appeal of Tokyo as a destination city by proactively adopting new approaches to the development of tourism assets

〇 Support efforts at the local level to leverage tourism assets popular with overseas visitors

〇 Strengthen the promotion of tourism to the Tama area and the outlying islands

Key points

<Guidebook of the outlying islands> < Digital currency “Shimapo”>

<Projection mapping event> <Night-time cruise>

<Waterfront event at Tennozu> <Cherry blossom illumination at Kunitachi City>

<Glamping>

Travel coupon that tourists staying at the 11 outlying islands can use at affiliated stores

*What is the digital currency “Shimapo”?

9

910

Provide support at the local level for the development of tourism based aroundglobally popular anime and manga, and promote Tokyo as a filming location,as well as supporting the Tokyo Anime Award Festival

Support businesses adopting new approaches to the development of tourism assets, such as “glamping”, in the Tama area and the outlying islands

Promote tourism in the outlying islands by supporting sightseeing toursincluding spouse hunting events and by increasing visitor spending throughthe digital currency “Shimapo” *

<Tokyo Anime Tourism 2018>

Provide support to increase tourism in the bay area, including thelighting up of buildings and landscapes, and projection mapping, andto develop nightlife tourism

Improve the quality and attractiveness of tourism assets2

〇 Enhance the appeal of Tokyo as a destination city by proactively adopting new approaches to the development of tourism assets

〇 Support efforts at the local level to leverage tourism assets popular with overseas visitors

〇 Strengthen the promotion of tourism to the Tama area and the outlying islands

Key points

<Guidebook of the outlying islands> < Digital currency “Shimapo”>

<Projection mapping event> <Night-time cruise>

<Waterfront event at Tennozu> <Cherry blossom illumination at Kunitachi City>

<Glamping>

Travel coupon that tourists staying at the 11 outlying islands can use at affiliated stores

*What is the digital currency “Shimapo”?

10

Promote Tokyo to the UAE market, that has great potential as an inboundmarket to Tokyo

11 12

Partner with top international tourist destination cities such as Paris andNew York in order to increase inbound visitors

<Tokyo PR booth at a tourism convention>

<Reciprocal advertising campaign in New York>


〇 Promote Tokyo as an attractive city effectively

〇 Promote Tokyo to the new target countries and areas and conduct marketing campaigns in partnership with cities overseas

〇 Promote Tokyo to markets which can be expected to spend more per tourist during their stay

Key points

Attract more wealthy overseas visitors through targeted marketing,including at the International Luxury Travel Market Cannes (ILTM*)

Market the attractiveness of Tokyo as a tourist destination using the logo and marketing slogan ILTM is globally famous for its luxury travel advisor events. ILTM Cannes is

the flagship event with 3,000 attendees from all over the world.

*What is ILTM?

Tokyo Tokyo Old meets New<Tokyo PR ad>

“EXCITING” version “UNIQUE” version

Tokyo poster at a bus stop The Empire State Building illumination(C) NYC & Company/Julienne Schaer

“Travel Revolution 2017” at Singapore

11

Promote Tokyo to the UAE market, that has great potential as an inbound market to Tokyo

11 12

Partner with top international tourist destination cities such as Paris and New York in order to increase inbound visitors

<Tokyo PR booth at a tourism convention>

<Reciprocal advertising campaign in New York>


〇 Promote Tokyo as an attractive city effectively

〇 Promote Tokyo to the new target countries and areas and conduct marketing campaigns in partnership with cities overseas

〇 Promote Tokyo to markets which can be expected to spend more per tourist during their stay

Key points

Attract more wealthy overseas visitors through targeted marketing, including at the International Luxury Travel Market Cannes (ILTM*)

Market the attractiveness of Tokyo as a tourist destination using the new logo and marketing slogan ILTM is globally famous for its luxury travel advisor events. ILTM Cannes is

the flagship event with 3,000 attendees from all over the world.

*What is ILTM?

Tokyo Tokyo Old meets New<Tokyo PR ad>

“EXCITING” version “UNIQUE” version

Tokyo poster at a bus stop The Empire State Building illumination(C) NYC & Company/Julienne Schaer

“Travel Revolution 2017” at Singapore

12

Promote Tokyo's unique venues to domestic and international MICE organizers through a website and other marketing materials

13 14

<High-definition projection> <Simultaneous interpretation system>

<PR brochure>

MICE tourism4

〇 Improve MICE infrastructure through supporting functional improvements to venue facilities

〇 Provide support for MICE events in the Tama area, outside of the city center

〇 Promote programs to use art museums, gardens and other facilities in Tokyo as unique venues for meeting receptions and events

Key points

Support the introduction of wireless LAN, high-definition projection,simultaneous interpretation systems and other necessary equipmentin MICE* venues, such as convention centers, hotels and universities

Establish a new unique venue service center to meet the requirements of MICE organizers

In the Tama area, designate and provide assistance to areas that have therequired peripheral facilities for MICE, and, by improving the infrastructure,increase the number of MICE events in these areas

MICE stands for Meetings, Incentives, Conventions, and Exhibitions/Events

*What is MICE?

Unique venues here refer to venues, such as historic buildings and art museums, that provide a special atmosphere or environment in which to conduct meetings, events and receptions.

*What are unique venues?

Restaurants & bars

Convention centerGovernment

facilities

Recreation facilities

Commercial facilities

Accommodations

<One-stop service center>

13

Promote Tokyo's unique venues to domestic and international MICEorganizers through a website and other marketing materials

13 14

<High-definition projection> <Simultaneous interpretation system>

<PR brochure>

MICE tourism4

〇 Improve MICE infrastructure through supporting functional improvements to venue facilities

〇 Provide support for MICE events in the Tama area, outside of the city center

〇 Promote programs to use art museums, gardens and other facilities in Tokyo as unique venues for meeting receptions and events

Key points

Support the introduction of wireless LAN, high-definition projection,simultaneous interpretation systems and other necessary equipmentin MICE* venues, such as convention centers, hotels and universities

Establish a new unique venue service center to meet therequirements of MICE organizers

In the Tama area, designate and provide assistance to areas that have therequired peripheral facilities for MICE, and, by improving the infrastructure,increase the number of MICE events in these areas

MICE stands for Meetings, Incentives, Conventions, and Exhibitions/Events

*What is MICE?

Unique venues here refer to venues, such as historic buildings and art museums, that provide a special atmosphere or environment in which to conduct meetings, events and receptions.

*What are unique venues?

Restaurants & bars

Convention centerGovernment

facilities

Recreation facilities

Commercial facilities

Accommodations

<The Unique Venue service center>

introducevenues/

offer ideas

consult

The Unique Venue service center（Tokyo Convention &

Visitors Bureau)

P7（ワンストップイメージ）

MICEorganizers

Unique venuesin Tokyo

consult

offer ideas

14

15 16

<Enhancing the accessibility of hotels>

Improvement of inbound tourism infrastructure

〇 Improve tourist guidance services so that inbound tourists can more easily navigate the city

〇 Improve provision of foreign languages to improve the tourist experience in Tokyo

〇 Raise the awareness of travel businesses to improve the provision of services tailored to the diverse cultural needs and customs of inbound tourists

〇 Create projects and improve social awareness so that seniors and people with disabilities can travel in Tokyo more easily

Key points

Provide tourist information on the street * and tour guide services for inbound tourists by organizing Tokyo tourism volunteers

<Tokyo tourism volunteers>

Establish on a trial basis a multi-lingual call center for inbound tourists, and provide support for taxi businesses to introduce tablets

Improve the accessibility of public transportation and raise awareness by the public and businesses in order to promote accessible tourism*, meeting the needs of everyone including senior citizens and people with disabilities

<Tourist call center>

5

Shinjuku, Ueno, Ginza, Asakusa, Shibuya and Odaiba (to be expanded)

*Areas where tourist information on the street is currently provided Providing travel services that meet the needs of all people regardless of age, physical impediments or disabilities

*What is accessible tourism?

Q&A

Please tell me the

way to ○○

<Tablet>

Distribute a handbook to Tokyo citizens to improve understanding of the needs of overseas tourists and people with disabilities

<Seminar on the needs of Muslim visitors>

Hold seminars and dispatch experts to travel businesses so they can accommodate diverse cultures and customs, such as halal

<Brochure for Muslim visitors>

Eliminating steps and installing handrails

15

15 16

<Enhancing the accessibility of hotels>

Improvement of inbound tourism infrastructure

〇 Improve tourist guidance services so that inbound tourists can more easily navigate the city

〇 Improve provision of foreign languages to improve the tourist experience in Tokyo

〇 Raise the awareness of travel businesses to improve the provision of services tailored to the diverse cultural needs and customs of inbound tourists

〇 Create projects and improve social awareness so that seniors and people with disabilities can travel in Tokyo more easily

Key points

Provide tourist information on the street * and tour guide services for inbound tourists by organizing Tokyo tourism volunteers

<Tokyo tourism volunteers>

Establish on a trial basis a multi-lingual call center for inbound tourists, and provide support for taxi businesses to introduce tablets

Improve the accessibility of public transportation and raise awareness by the public and businesses in order to promote accessible tourism*, meeting the needs of everyone including senior citizens and people with disabilities

<Tourist call center>

5

Shinjuku, Ueno, Ginza, Asakusa, Shibuya and Odaiba (to be expanded)

*Areas where tourist information on the street is currently provided Providing travel services that meet the needs of all people regardless of age, physical impediments or disabilities

*What is accessible tourism?

Q&A

Please tell me the

way to ○○

<Tablet>

Distribute a handbook to Tokyo citizens to improve understanding of the needs of overseas tourists and people with disabilities

<Seminar on the needs of Muslim visitors>

Hold seminars and dispatch experts to travel businesses so they can accommodate diverse cultures and customs, such as halal

<Brochure for Muslim visitors>

Eliminating steps and installing handrails

2018/3

T r a v e l e r s ’ G u i d e 2 0 1 8 - 2 0 1 9T r a v e l e r s ’ G u i d e 2 0 1 8 - 2 0 1 9

Pray・Eat・Stay・Shop Pray・Eat・Stay・Shop

Percentage of wastepaper pulp 70%

16

Support municipalities within Tokyo that tie-up with other cities in Japan to develop their tourist industry

17 18

<Musashino City regional specialty shop>

Co-ordination with other destinations in Japan

〇 Partner with other regions in Japan on initiatives to attract more inbound tourists

〇 Work with other cities to assist them in holding MICE events, spreading the benefits of MICE events to other regions

〇 Provide information on the attractions of other regions outside of Tokyo, and encourage tourists to take trips to other areas in Japan

Key points

Expand partnerships to attract more inbound tourists to add Hokurikuto existing arrangements with Tohoku, Chugoku, Shikoku and Kyushu

region

Promote marketing campaigns in partnership with the Rugby World Cup2019TM Japan host cities to encourage inbound tourists to visit Tokyo and

other regions areas in Japan

Strengthen a partnership with Sapporo City, Ishikawa Prefecture, Nagoya City, Kyoto City, Fukuoka City and Okinawa Prefecture to increase incentive tour groups by overseas businesses

Promote tourist destinations throughout Japan, by holding product fairs, joint large-scale events with private companies, and through Japanese prefectural tourism corner in TMG<Advertisement at Shibuya Station

in collaboration with Chugoku and Shikoku region><Special website, here promoting

rice paddy art in Aomori>

<Incentive tour group>

<Fair of specialty products from across Japan at TMG Building Observation Deck>

6

(Musashino City)

Shrine prayer ritual experience(Ishikawa Prefecture）

Snow activities(Sapporo City)

Selling special products of friendship cities

17

Support municipalities within Tokyo that tie-up with other cities in Japan to develop their tourist industry

17 18

<Musashino City regional specialty shop>

Co-ordination with other destinations in Japan

〇 Partner with other regions in Japan on initiatives to attract more inbound tourists

〇 Work with other cities to assist them in holding MICE events, spreading the benefits of MICE events to other regions

〇 Provide information on the attractions of other regions outside of Tokyo, and encourage tourists to take trips to other areas in Japan

Key points

Expand partnerships to attract more inbound tourists to add Hokurikuto existing arrangements with Tohoku, Chugoku, Shikoku and Kyushu

region

Promote marketing campaigns in partnership with the Rugby World Cup2019TM Japan host cities to encourage inbound tourists to visit Tokyo and

other regions areas in Japan

Strengthen a partnership with Sapporo City, Ishikawa Prefecture, Nagoya City, Kyoto City, Fukuoka City and Okinawa Prefecture to increase incentive tour groups by overseas businesses

Promote tourist destinations throughout Japan, by holding product fairs, joint large-scale events with private companies, and through Japanese prefectural tourism corner in TMG<Advertisement at Shibuya Station

in collaboration with Chugoku and Shikoku region><Special website, here promoting

rice paddy art in Aomori>

<Incentive tour group>

<Fair of specialty products from across Japan at TMG Building Observation Deck>

6

(Musashino City)

Shrine prayer ritual experience(Ishikawa Prefecture）

Snow activities(Sapporo City)

Selling special products of friendship cities

18

277 435

527 674

809

952

1,360

1,809

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

1980 1990 1995 2000 2005 2010 2020 2030

Middle East

Africa

Asia & Pacific

Americas

Europe

Actual results:2016：1,2392017：1,322

30%

26%

22%

(million)

Source: UNWTO

Source: Japan National Tourism Organization (JNTO)

19 20

Tourism Statistics

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.

International tourist arrivals (including forecasts)

Tourist arrivals in Japan by country/region (2017)

Tourists from Asia accounted for 85% of all inbound tourists to Japan

in 2017, with China, Korea and Taiwan topping the list.

Tourists from Europe, North America and Australia spend more than

those from Asia.

Source: Japan Tourism Agency

Tourism spending per person by country/region (2017)

19

277 435

527 674

809

952

1,360

1,809

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

1980 1990 1995 2000 2005 2010 2020 2030

Middle East

Africa

Asia & Pacific

Americas

Europe

Actual results:2016：1,2392017：1,322

30%

26%

22%

(million)

Source: UNWTO

Source: Japan National Tourism Organization (JNTO)

19 20

Tourism Statistics

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.

International tourist arrivals (including forecasts)

Tourist arrivals in Japan by country/region (2017)

Tourists from Asia accounted for 85% of all inbound tourists to Japan

in 2017, with China, Korea and Taiwan topping the list.

Tourists from Europe, North America and Australia spend more than

those from Asia.


Tourism spending per person by country/region (2017)

154

72

126

153

230

127

164

136 129 114

183

157

215

182

212 191

213 199

182 180

226 213

0

50

100

150

200

250

Total

KoreaTaiw

anH

ong KongC

hinaThailandSingaporeM

alaysiaIndonesiaPhilippinesVietnamIndiaU

nited Kingdom

Germ

anyFranceItalySpainR

ussiaU

.S.A.C

anadaAustraliaO

thers

(Thousand yen/person)

Others

Shopping

Entertainment

Transportation

Food and beverage

Accommodation

China7.4mil（26%）

Korea7.1mil（25%）

Taiwan4.6mil（16%）

Hong Kong 2.2mil（8%）

3.1mil（11%）

3.3mil（11%）

Others

28.7 mil total24.3mil from Asia

85% of total

Asia

Europe,North Americaand Australia


20

1.14

1.37

1.13 1.08

0.88

0.45 0.46 0.43 0.45 0.46 0.50

00.20.40.60.8

11.21.41.6

1970 1973 1975 1980 1985 2012 2013 2014 2015 2016 2017

(million)

10.3

8.2 7.7 7.3 8.2

10.2

0

2

4

6

8

10

12

1991 1996 2001 2006 2012 2017

（million）

56.9 48.2 48.1

43.9 41.2

37.4 36.8

34.1 28.0

22.8 19.5 18.3

11.4 10.2

5.9 5.6 5.1

2.5 1.5 0.8 0.6 0.4

4.0 0.2

0 10 20 30 40 50 60 70

Shinjuku/OkuboAsakusa

GinzaShibuya

AkihabaraTokyo Station Area/Marunouchi/Nihonbashi

UenoHarajuku/Omotesando/Aoyama

Odaiba/Tokyo BayIkebukuro

Roppongi/AkasakaTsukiji

ShinagawaShimbashi/Shiodome

Ebisu/DaikanyamaSumida/Ryogoku

Kichijoji/MitakaHachioji/Mt.Takao

KamataIzu/Ogasawara islands

OkutamaOme/Mt.Mitake

OthersNo response

n=12,959Multipleanswers

（％）

The center of the city is most popular, led by Shinjuku/Okubo, Asakusa, Ginza, Shibuya and Akihabara.

Efforts to encourage tourism to the Tama area and the outlying islands have yet to make progress.


21

Number of tourist arrivals in the Nishitama area

The number of tourists visiting the Nishitama area in western Tokyo has increased in recent years.

Source: Nishitama administrative council

Number of tourists to Izu and Ogasawara islands

Tourist arrivals in the outlying islands have remained at around 0.4 million in recent years.

Source: Tokyo Metropolitan Government22

Top destinations in Tokyo for inbound tourists (FY2016)

21

1.14

1.37

1.13 1.08

0.88

0.45 0.46 0.43 0.45 0.46 0.50

00.20.40.60.8

11.21.41.6

1970 1973 1975 1980 1985 2012 2013 2014 2015 2016 2017

(million)

10.3

8.2 7.7 7.3 8.2

10.2

0

2

4

6

8

10

12

1991 1996 2001 2006 2012 2017

（million）

56.9 48.2 48.1

43.9 41.2

37.4 36.8

34.1 28.0

22.8 19.5 18.3

11.4 10.2

5.9 5.6 5.1

2.5 1.5 0.8 0.6 0.4

4.0 0.2

0 10 20 30 40 50 60 70

Shinjuku/OkuboAsakusa

GinzaShibuya

AkihabaraTokyo Station Area/Marunouchi/Nihonbashi

UenoHarajuku/Omotesando/Aoyama

Odaiba/Tokyo BayIkebukuro

Roppongi/AkasakaTsukiji

ShinagawaShimbashi/Shiodome

Ebisu/DaikanyamaSumida/Ryogoku

Kichijoji/MitakaHachioji/Mt.Takao

KamataIzu/Ogasawara islands

OkutamaOme/Mt.Mitake

OthersNo response

n=12,959Multipleanswers

（％）

The center of the city is most popular, led by Shinjuku/Okubo, Asakusa, Ginza, Shibuya and Akihabara.

Efforts to encourage tourism to the Tama area and the outlying islands have yet to make progress.


21

Number of tourist arrivals in the Nishitama area

The number of tourists visiting the Nishitama area in western Tokyo has increased in recent years.

Source: Nishitama administrative council

Number of tourists to Izu and Ogasawara islands

Tourist arrivals in the outlying islands have remained at around 0.4 million in recent years.

Source: Tokyo Metropolitan Government22

Top destinations in Tokyo for inbound tourists (FY2016)

22

68

76 81 79

83 79 80

30

39 35 42

59 60

57 55

70 69 73 74 76 73 71

80 83

84 85 83 85

70

80

85

83 84 81 83

63

55 51 52

55 55 57

60 60

61

30

40

50

60

70

80

90

2011 2012 2013 2014 2015 2016 2017

（％）

Business hotelsCity hotelsTokyo average

Resort hotels

National averageJapanese-styleinnsHostels

23 24

The most frequent reported problem for inbound tourists in FY2017 was “Unable to communicate with staff at hotels, restaurants etc” while that in FY2014 was “Free public Wi-Fi”.

Difficulties experienced travelling in Japan

Occupancy rates by accommodation type in Tokyo Hotel occupancy rates have increased to 80%, but Japanese-style inn

occupancy rates are still only 60%.

Number of international conferences by city

Global market for international conferences

Source: JNTO

Owing to its economic growth, Asia’s share of the global market for

international conferences has increased 1.6 times in the last decade.

The number of international conferences in Tokyo has increased 1.8 times in the last decade, though Tokyo still lags behind competitors such as Singapore and Seoul.

Note: Figures for 2017 are estimates.

Source: JNTOSource: Ministry of Internal Affairs and Communications, Japan Tourism Agency


＜FY2014＞＜FY2017＞

0

100

200

300

400

500

600

700

800

900

1,000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

(conferences)

Brussels 906Singapore 888

Seoul 526

Paris 342Vienna 304Tokyo 225

2007126（9th）

2016225（6th）

1.8 timesTokyo

Note: Top 6 difficulties are listed, excluding ”I didn’t have any problems.”

68

76 81 79

83 79 80

30

39 35 42

59 60

57 55

70 69 73 74 76 73 71

80 83

84 85 83 85

70

80

85

83 84 81 83

63

55 51 52

55 55 57

60 60

61

30

40

50

60

70

80

90

2011 2012 2013 2014 2015 2016 2017

（％）


Resort hotels


23 24







Source: JNTO







＜FY2014＞＜FY2017＞

0

100

200

300

400

500

600

700

800

900

1,000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

(conferences)


Seoul 526


2007126（9th）

2016225（6th）

1.8 timesTokyo


68

76 81 79

83 79 80

30

39 35 42

59 60

57 55

70 69 73 74 76 73 71

80 84 85 83 85

70

80

85 83

63

55 51 52

55 55 57

60 60

61

30

40

50

60

70

80

90

2011 2012 2013 2014 2015 2016 2017

（％）


Resort hotels


Note: Figures for 2017 are estimates. Source: Japan Tourism Agency

83 83 84 81

46.6

35.7

20.2

18.8

14.9

14.8

30.2

21.1

4.7

3.1

2.1

4.9

0 20 40 60

Free public Wi-Fi

Unable to communicatewith staff at hotels,

restaurants etc

Lack of multilingualsignage

Lack of multilingualmaps, brochures

Lack of information aboutdiscount transport tickets

Using publictransportation

Difficulties(multipleanswers)

Most difficult(singleanswer)

(％)

26.1

21.8

21.2

18.9

14.7

14.2

23.5

13.2

13.7

12.7

2.4

5.8

0 20 40


restaurants etc

Lack of multilingualinformation

Free public Wi-Fi

Using public transportation

Currency exchange

Using credit/debit cards



(％)

46.6

35.7

20.2

18.8

14.9

14.8

30.2

21.1

4.7

3.1

2.1

4.9

0 20 40 60

Free public Wi-Fi


restaurants etc

Lack of multilingualsignage

Lack of multilingualmaps, brochures

Lack of information aboutdiscount transport tickets

Using publictransportation



(％)

26.1

21.8

21.2

18.9

14.7

14.2

23.5

13.2

13.7

12.7

2.4

5.8

0 20 40


restaurants etc

Lack of multilingualinformation

Free public Wi-Fi

Using public transportation

Currency exchange

Using credit/debit cards



(％)

23

68

76 81 79

83 79 80

30

39 35 42

59 60

57 55

70 69 73 74 76 73 71

80 83

84 85 83 85

70

80

85

83 84 81 83

63

55 51 52

55 55 57

60 60

61

30

40

50

60

70

80

90

2011 2012 2013 2014 2015 2016 2017

（％）


Resort hotels


23 24







Source: JNTO







＜FY2014＞＜FY2017＞

0

100

200

300

400

500

600

700

800

900

1,000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

(conferences)


Seoul 526


2007126（9th）

2016225（6th）

1.8 timesTokyo


10,318 11,085 11,503 11,519

10,258 10,000 10,696

11,780 11,864

10,526

0

2,000

4,000

6,000

8,000

10,000

12,000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

(conferences)

AsiaAmericasEuropeOceaniaAfrica

73％

33％

61％

20%

24

25

（奥付）

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

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

↓To learn more, follow the link below

■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

Condé Nast Traveler, an American luxury travel magazine, has rankedTokyo 1st for two consecutive years in its rankings of the most attractivedestination cities

Top 10 Best Cities in the World, chosen by readers

Note: Excludes U.S. cities*2016 rank after country name

Source: TMG press release

Condé Nast TravelerThe Best Cities in the World 2017

差し替え予定

1st Tokyo (Japan) ※1st

2nd Vienna (Austria) ※10th

3rd Kyoto (Japan) ※2nd

4th Barcelona (Spain) ※9th

5th Paris (France) ※11th

6th Sydney (Australia) ※12th

7th Madrid (Spain) ※27th

8th Vancouver (Canada) ※6th

9th Rome (Italy) ※15th

10th Munich (Germany) ※38th

25

■Unauthorized reproductionanduseofall copyrightedcontentherein isprohibited,exceptwherethecopyrightholder'spermissionisnotrequiredbyJapanesecopyrightlaws.

■Certainillustrationsinthisbookletwereprovidedbytheorganizationsandindividualsnotedbelow

・Irasutoya

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

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

↓ To learn more, follow the link below

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

PublishedinMay2018

Editedandpublishedby PlanningSection TourismDivision BureauofIndustrialandLaborAffairs TokyoMetropolitanGovernment 2-8-1Nishishinjuku,Shinjuku-ku,Tokyo 163-8001 Tel:+81-3-5320-4721 Printedby DaiwacreateCo.,Ltd.

登録番号（30）19

prime tourist destination city tokyo...the city’s objective is to make tokyothe top tourist...

Documents