FY2021 Project to Promote Local Tourism Resources Hokkaido Block Strategies - Tourism Department, Hokkaido District Transport Bureau, Ministry of ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
FY2021 Project to Promote Local Tourism Resources
Hokkaido Block Strategies
Tourism Department, Hokkaido District Transport Bureau, Ministry of Land,
Infrastructure, Transport and Tourism
October 1, 2020 The sunrise over Lake Toro
About the Project to Promote Local Tourism Resources
●The project encourages people overseas to visit Japan through widespread, flexible cooperations between entities that are highly
knowledgeable about local tourism resources, such as local government bodies, tourism organizations and private companies
(including transport companies)
●Knowledge and resources from JNTO (Japan National Tourism Organization) are used to build strategies for promoting local tourism
resources that will appeal to overseas visitors, such as national parks and recognized cultural properties, to attract more overseas tourists to
the regions
Local tourism resources that can be used Examples of projects
Promotional knowledge
(1) National parks Local Digital marketing analysis
(2) World Heritage Sites, Japan Heritage Sites, cultural govt
properties recognized under the Act on Protection of Cultural bodies Collection of
Properties, etc. data, etc.
(3) Local tourism resources that are gaining appeal with Proposal
people overseas through avenues such as social media of Execution A French journalist based in Japan
Tourism covers Hokkaido's food culture
projects of
bodies
Hokkaido District projects
Transport Bureau
Establishment of
Private project policies
Drafts of
Adoption of projects
companies project plans
Trekking in Akan-Mashu Matsumae Castle, an Important White Path, Soya Hills
National Park Cultural Property of Japan (Wakkanai City)
Sales calls to travel
companies in China
(Japan Tourism Agency )
Categories and roles PDCA cycles
・Exhibits at events, the Tourism Expo, etc.; invitation of press ・Self-evaluations by District Transport Bureaus, project
and travel companies; joint advertising; Internet exposure evaluations by external experts
(websites/social media); overseas business talks; seminars; ・Use of JNTO's knowledge of promotional methods, reuse of
overseas press conferences; Travel Mart; sales calls to travel data, application of results of digital marketing analysis
companies, etc.; pure advertising; video production (max. 1/2)
・Production of print materials accompanying the above Areas for improvement in past projects, analysis results and
projects (max. 1/3) knowledge can be incorporated into plans
1
Overall policy for promotions during and after the pandemic
Overall policy Information on travel in each market during and after the pandemic
We are publishing positive, forward-looking information, capitalizing on Hokkaido's "3 main brands" so that Hokkaido will be the first place
overseas tourists visit after the pandemic ends.
Hokkaido experienced a bad outbreak early in the pandemic, so we are working to make people feel confident about visiting Hokkaido
through plenty of communication about our measures against COVID-19.
We will create promotions in stages based on our best judgment of each market, taking into account factors such as the COVID-19
situation in Japan and the target countries, easing of border restrictions and public opinion and local communities' feelings about tourists
from overseas. We will work with JNTO on this.
Step 1 Step 2 Step 3
Travel
Ongoing advisories to avoid going out Domestic travel resumes in Japan and target Tourists are allowed to enter Japan and travel
restrictions,
or traveling, countries. around the country. Communities are equipped to
border
both domestically and overseas Japan's border gradually reopens. and willing to accept tourists.
restrictions, etc.
Accurately ascertain the COVID-19 situation, border restrictions and travel restrictions in each market
All
Let people overseas know that it is safe to visit Japan (explain thorough precautions, etc.)
Ongoing positive messages to Hokkaido fans via social media, etc. to remain engaged with them
Approach
for B to C Promote travel in Japan based on new travel trends that have arisen as a result of the
pandemic
Share information with businesses online and maintain and further build on strong connections with AGTs in target countries
Approach
for B to B Help businesses to develop travel products based on new travel trends that have arisen
as a result of the pandemic
Find out the latest situation in each market (COVID-19 situation, border restrictions, etc.)
・Recovery in travel demand
Other ・New travel trends among local consumers
・Recovery of aviation routes
Ascertain each market's specific situation and roll out promotions in stages
The purpose of this is not to encourage people to visit Hokkaido right
now but to get people excited about Hokkaido and about traveling here
Notes
in future and publish information that helps to build Hokkaido's brand.
2
Strategies: FY2021 Project to Promote Local Tourism Resources Hokkaido Block Strategies
Strategy I Attract visitors by capitalizing on Hokkaido's 3 main brands
Use ATWS2021 as an opportunity to build our brand as an adventure travel destination
Position Hokkaido as a snow resort—promote the fact that we have some of the best powder snow in the world
Appeal to foodies by promoting our fascinating food culture - both our great local food and the stories behind it
Strategy II Take advantage of mega-events for multifaceted promotional initiatives
Capitalize on interest in Japan due to the Tokyo 2020 Olympics and Paralympics to increase recognition of Hokkaido and get people
interested in visiting
An opportunity to revive tourism in Hokkaido by understanding how consumers
Strategy III
are thinking post-COVID-19
Share information on safety precautions that are taken by facilities and asked of members of the public based on market sensitivity
Promote Hokkaido based on new travel trends that have arisen as a result of the pandemic
Capture the modern luxury segment to expand economic ripple effect and strengthen branding
Promote value and tourist attractions that people will come to Hokkaido especially to enjoy, to get tourists visiting more areas
Awaken latent demand during off-peak seasons to make the lowest tourist numbers higher
Strategy IV Roll out promotions based on level of interest in each market
Interest Market Method
USA, UK, Canada, France, Germany, In addition to market-specific promotions, use themes that will
Increase recognition of Hokkaido,
Latent India, Italy, Russia, Spain, Mexico, appeal to the target markets, such as adventure travel, to put
centering on our 3 main brands
Middle East Hokkaido on the map as a travel destination.
Create an image of the Hokkaido brand in
Thailand, Malaysia, Philippines,
Share more information online to attract FITs. Create travel the minds of people who have never
Growth Indonesia, Vietnam, China (outside
products based on how people travel in each market. visited Japan to encourage them to travel
Beijing, Shanghai and Guangdong)
here
China (Beijing, Shanghai, Guangdong), Appeal to repeat visitors to Japan with stronger web- and
High Provide specific, practical information that
Taiwan, South Korea, Hong Kong, social-media-based promotions to introduce areas they don't
interest is new to travelers
Singapore, Australia know about and gain demand for special purposes.
3
Strategy I: Adventure Travel HOKKAIDO
(Attract visitors by capitalizing on Hokkaido's 3 main brands)
Purpose Nature, activities and culture: building our adventure travel brand
The adventure travel market is reported to be worth around 72 trillion yen*. We Incredible nature right on people's
are capitalizing on the appeal Hokkaido holds for adventure travelers—such as doorsteps
Hokkaido's unique culture and nature—and building a new brand by promoting multi- Wide variety of activities
day tourism that incorporates local experiences and storytelling. Jomon, Ainu and Japanese culture
*Source: The Adventure Travel Trade Association
Method
Make the most of the Adventure Travel World Summit (ATWS) 2021 being held in Hokkaido
to strongly promote Hokkaido as an adventure travel destination
Promotions with the Adventure Travel Trade Association (ATTA)
Promotions with other ministries and agencies, local government bodies and the private sector (businesses, etc.)
Promotions with Upopoy, a facility dedicated to celebrating and reviving Hokkaido's indigenous Ainu and
Taking part in an
activity Jomon cultures
Respecting the environment and local cultures and contributing to sustainable tourism
Adventure About adventure travel
Travel This travel style is promoted by the Adventure Travel Trade Association, the only association of its kind in the world.
Engaging Experiencing Established in 1990, the association has around 1,000 chapters in 100 countries around the world. In order to be considered
with nature another culture adventure travel, an experience needs to have at least two of the following: engaging with nature, experiencing another
culture or taking part in an activity. There is an enormous market, primarily in Europe and the Americas. This kind of travel
takes place over multiple days, making it highly beneficial to local economies too.
Soft types: 23 Hard types: 3 Other types: 8
・Birdwatching ・Trekking ・Experiencing other
・Camping ・Mountain hiking and cultures
・Rafting, etc. climbing ・Local festivals
・Cave exploration, etc. ・Cruises, etc.
Photo provided by Shiretoko Nature Cruise
*This information was compiled by the Hokkaido District Transport Bureau from the UNWTO Global Report on Adventure Tourism 4
Strategy I: Powder Snow HOKKAIDO
(Attract visitors by capitalizing on Hokkaido's 3 main brands)
Purpose Promote the fact that we have some of the best powder snow in the world
Appeal to skiers and snowboarders around the world by promoting our top World-class powder snow
quality powder snow—some of the best in the world—and amazing ski Consistent snowfall every year
conditions to build a global brand.
Long seasons
Method Altitudes that do not cause
Use digital media to share specific, practical information such as the COVID-19 precautions being physical strain
taken at each snow resort and details on facilities and lessons
Share information in conjunction with the Project for the Creation of Snow Resorts
Strengthen measures to capture the growing numbers of Chinese skiers in the leadup to the 2022
Beijing Winter Olympics
As aviation routes resume, work with a wide range of affiliates, such as Hokkaido skiers, to promote
Hokkaido as a whole
Beginners Experts
For markets where skiing and snowboarding is not an For markets with a lot of skiers, we aim to gain both new
established hobby, promote skiing and snowboarding as an visitors and loyal repeat visitors by promoting the things that
Method set us apart from competing areas overseas—the quality of
out-of-the-ordinary experience with features such as
snowshoeing and snowmobiles the snow, our excellent ski conditions and our delicious food.
Travelers from areas with no snow Intermediate to expert skiers and snowboarders
Target
New/inexperienced skiers and snowboarders
Themes for Enjoy playing in the snow Some of the best powder snow in the world
promotions The fun of skiing and snowboarding, kids' lessons Incredible ski conditions, great après ski
COVID-19 situation: COVID-19 situation: COVID-19 situation: Step 3
Main COVID-19 situation: Step 3
Steps 1 and 2 Steps 1 and 2 Appear at the Tourism Expo,
promotions Appear at the Tourism Expo, Web-based marketing invite media, web-based
Web-based marketing
invite media and travel companies Digital promotions marketing
Digital promotions
Main Australia, USA, Germany, UK,
Hong Kong, Singapore, China, Thailand, Malaysia, Taiwan,
targets Canada, Russia, South Korea
Philippines, Indonesia, Vietnam
Market
5
Strategy I: Food Tourism HOKKAIDO
(Attract visitors by capitalizing on Hokkaido's 3 main brands)
Build a brand from the way our food adds to visitors' travel experience by reflecting
Purpose local history, culture, etc.
We aim to attract visitors to areas such as farming and fishing villages by Fresh, high-quality produce and seafood
Wide range of dairy products and famous
promoting elements of local food culture, such as the ingredients grown in Hokkaido's
abundant natural areas and the story behind our food, such as unique local cooking confectionery
methods and how they are influenced by the area's history, traditions and customs. Variety of Hokkaido sakes to enjoy with
food
Method Great regional foods
Promote dishes/food culture according to level of interest in different markets and tastes by
sharing compelling information through effective media and methods
Share details of stringent sanitation and make the most of how Japanese food is known for being
healthy
Promote Hokkaido's alcoholic beverages such as wines, sakes, whiskeys and beers that pair well
with local dishes
Take measures to make sure local dishes are accessible to tourists who are vegetarian/vegan,
have food allergies or have religious needs such as halal food for Muslims. Provide information
on restaurants that meet these needs.
(%) Top 5 greatest expectations before visiting Japan (all countries/regions, single answer) by year
2016 2017 2018 2019
Enjoying Japanese food Nature/scenic areas Shopping Hot springs Theme parks
Source: Survey on trends in consumption among overseas visitors to Japan by the Japan Tourism Agency
6
Strategy II: Take advantage of mega-events for multifaceted promotional initiatives
Capitalize on interest in Japan to increase recognition of Hokkaido and
Purpose
get people interested in visiting
After being postponed this year, the Tokyo 2020 Olympics and Paralympics will be held
next year, which will mean that the world's eyes will be on Japan. Some of the events,
such as the men's and women's marathon, are scheduled to be held in Sapporo, which
will be an excellent opportunity to boost recognition of Hokkaido as a destination among
those interested in watching these events.
We will actively promote Hokkaido as an appealing, easy travel destination among
those involved in the events, each country's media, the spectators and overseas tourists
who are there around that time.
Method
We will divide our campaign into phases—before, during and after—for greater
effectiveness.
In the leadup to the Olympics, we will share information that will get people interested
in Sapporo, both as an event venue and as a tourism destination in general.
During the Olympics, we will share ways to enjoy the area between events
(accommodation, restaurants, shopping, etc.) and get representatives from each
country's media to visit and promote Hokkaido.
After the Olympics, we will create a system where we can keep the Olympic legacy
and continue sharing information with the overseas tourists who visited.
7
Strategy III: An opportunity to revive tourism in Hokkaido by understanding how
consumers are thinking post-COVID-19
Making people confident Share information on safety precautions that are taken by facilities
about traveling and asked of members of the public based on market sensitivity
Expectations of post-pandemic travel in Hokkaido (by country)
Country/region No. 1 No. 2 No. 3 This June, the Development Bank of Japan surveyed
South Korea Cultural activities Making tourist destinations All-encompassing people from Asia, Europe, the Americas and Australia who had
31.0% easier to get to measures against COVID-
(n=42) 23.8% 19
traveled overseas about what they would expect from a post-
23.8% pandemic trip to Hokkaido. People in many markets focused
Activities in nature All-encompassing measures Cultural activities
on all-encompassing measures against COVID-19. People
China
42.2% against COVID-19 25.8% hoping to visit Hokkaido tended to prioritize a strong response
(n=128) 31.3%
against COVID-19 more heavily than the average among all
All-encompassing measures
Taiwan against COVID-19
Activities in nature Cultural activities respondents and the respondents hoping to visit Japan in
34.7% 31.1%
(n=167) 35.9% general. This is likely due to the bad outbreak that Hokkaido
Activities in nature Affordable Japanese Affordable accommodation experienced early in the pandemic, and it will be important to
Hong Kong
(n=129) 38.0% restaurants: 33.3% 30.2% share information on safety precautions that are taken by
facilities and asked of members of the public to get rid of that
Thailand All-encompassing measures English/multilingual signage Activities in nature
against COVID-19 26.3% 24.6%
negative image.
(n=179) 48.0%
Low prices Affordable Japanese Affordable accommodation Areas that place importance on measures against COVID-19 (all/respondents
Singapore hoping to visit Japan/respondents hoping to visit Hokkaido)
43.3% restaurants: 30.6% 27.6%
(n=134)
Malaysia Affordable Japanese Cultural activities All-encompassing measures Western-style hotels (luxury/comfort)
restaurants: 32.7% 31.8% against COVID-19
(n=107) 31.8%
Western-style hotels (basic
Indonesia All-encompassing measures English/multilingual signage Affordable accommodation Outdoor event facilities facilities only)
against COVID-19 34.9% 33.7%
(n=86) 38.4%
All-encompassing measures Outdoor event facilities Japanese-style inns (with
USA Affordable accommodation English/multilingual signage
against COVID-19 38.1% 23.8% hot spring)
(n=21) 42.9%
Shopping centers/ Japanese-style inns
Australia All-encompassing measures Measures to avoid crowding Good high-end Japanese
against COVID-19 outlet malls (without hot spring)
28.9% food: 26.3%
(n=38) 28.9%
UK Low prices Making tourist destinations Cultural activities Houses/apartment rented
30.8% easier to get to 26.9% Art galleries/museums from locals
(n=26) 30.8%
Amusement parks/theme parks Restaurants
France English/multilingual signage Good high-end service: Making tourist destinations
31.8% 27.3% easier to get to Total People hoping People hoping to
(n=22) 27.3% to visit Japan visit Hokkaido
*Only the top 3 answers are shown
*The USA, UK and France are shown as a reference as they are below n=29
*Source: Development Bank of Japan https://www.dbj.jp/topics/investigate/2020/html/20200916_202863.html
8
Strategy III: An opportunity to revive tourism in Hokkaido by understanding how
consumers are thinking post-COVID-19
Change in travelers' Promote Hokkaido based on new travel trends that have arisen as a
awareness result of the pandemic
There is expected to be more interest in activities involving nature/the outdoors or
wellness after the pandemic ends. This June, the Development Bank of Japan surveyed
people from Asia, Europe, the Americas and Australia who had traveled overseas about
what they would expect from a post-pandemic trip to Hokkaido. In addition to expecting
ongoing attention to sanitation and all-encompassing measures against COVID-19, many
respondents wanted the variety and quality of activities in nature to be expanded and
improved, and tended to have a higher travel budget and be planning longer trips. We
will therefore promote high-quality outdoor content and multi-day travel styles.
Method
Accurately assess the situation in each market using market data, surveys, etc. by the JNTO and
private organizations
Promote high-quality travel experiences for multi-day trips using strong themes and stories that will
get people traveling
Expectations of post-pandemic travel in Hokkaido
How overseas travelers' budgets will be different after How the length of overseas travelers‘ stays will be different
Continuation of all-encompassing the pandemic (respondents hoping to travel to Hokkaido) after the pandemic (respondents hoping to travel to Hokkaido)
measures against COVID-19
(attention to hygiene, cleanliness, ■Somewhat lower ■Somewhat shorter
sanitizing, etc.) ■Lower ■Shorter
■The same ■The same
Expand and improve the variety
and quality of activities in nature
(skiing, cycling, fishing, etc.)
Bigger range of affordable
Japanese restaurants
Bigger range of affordable
accommodation
Total Asia Europe,
Americas (%)
and Australia
*Only the top 4 answers are shown Total (Asia, Europe, Americas and Australia) (n=1047) Total (Asia, Europe, Americas and Australia) (n=1047)
*Source: Development Bank of Japan https://www.dbj.jp/topics/investigate/2020/html/20200916_202863.html
9Strategy III: An opportunity to revive tourism in Hokkaido by understanding how
consumers are thinking post-COVID-19
Strengthening Capture the modern luxury segment to expand economic ripple effect
earning power and strengthen branding
Inclination to travel overseas (all (Asia, Europe, Americas and Australia) by income level) In the survey conducted by the Development Bank of Japan this
Low income (n=2013) June, people in the high income bracket were the most likely to
travel overseas after the pandemic. For this reason, we will
Medium income (n=2016)
promote excitement and experiences that are only possible when
traveling in Hokkaido, along with the unique stories Hokkaido has
(activities in nature, history, culture, customs, etc.) to the growing
High income (n=2092)
base of tourists looking for modern luxury. We will closely tailor
services to these tourists' needs and give them value for the money
they are willing to spend.
■Highly likely ■Somewhat likely ■Somewhat unlikely
■Unlikely ■Unsure
*Source: Development Bank of Japan https://www.dbj.jp/topics/investigate/2020/html/20200916_202863.html
Growing
The mindset of luxury travelers
Method Classic Luxury Modern Luxury
Trend
⇒Conventional luxury ⇒A new style of luxury
Share authentic things in Hokkaido. Refine and promote (mainly people in their 50s and 60s) (mainly Millennials in their 20s and
30s)
these as highly satisfying travel products with high-quality
Wealth, power, status, glamour, Culture, origin, heritage, style,
service. desire, consumption identity, authenticity, quality
Reliably reach travelers looking for modern luxury through ⇒focus on trying new things,
Values
⇒focus on perception by
a balanced campaign targeting both BtoB and BtoC others/society experience over luxury, finding
and what is familiar to them something that is meaningful to
them
About luxury travel and luxury travelers
A survey by JNTO in FY2017 defined luxury travel as a trip where one High level of comfort Authentic experiences
Needs when
Exclusivity Eco-tourism
traveling
million yen or more is spent at the destination. Wealthy people who
Best service Once-in-a-lifetime experiences
engage in luxury travel and are the targets of luxury travel promotions are Status symbols Voluntourism
defined as luxury travelers. Privacy Sustainability
10Strategy III: An opportunity to revive tourism in Hokkaido by understanding how
consumers are thinking post-COVID-19
Encourage travel Promote value and tourist attractions that people will come to Hokkaido
in more areas especially to enjoy
After the pandemic, it is likely that tourists will prefer destinations and attractions that are not too crowded, and solo
travel will become even more popular. This will be a tailwind for our efforts to boost recognition of less well-known areas
and get tourists into those areas.
Effectively promote appealing tourist resources in regions such as eastern, northern and southern Hokkaido
Roll out promotions with regional airports in Hokkaido
Promote travel around various areas by making use of unlimited travel passes such as the Hokkaido Rail Pass, JR East-South
Hokkaido Rail Pass and Hokkaido Budget Bus Pass
Pay attention to the rising popularity of mobility services such as MaaS and promote their benefits for more convenient travel in Japan
Promote the fact that the openness of Hokkaido provides plenty of freedom for road trips
Northern
✈ Hokkaido
Wakkanai 923,000
Okhotsk
Airport
Region
Central 120,000
Hokkaido
5,480,000 ✈
✈ Memanbetsu Airport
Asahikawa Airport
✈ Kushiro/
Kushiro Airport Nemuro
✈ Region
New Chitose Airport ✈ Tokachi
176,000
Obihiro Airport
Region
Southern Hokkaido 163,000
Target markets whose citizens can drive in Japan with an international ✈
driver's license, etc.: Taiwan, South Korea, Hong Kong, Singapore, 674,000
Hakodate
Thailand, Malaysia, USA, Canada, Australia, UK, France, Germany,
Philippines, India, Italy, Russia, Spain, Middle East (UAE, Turkey, Israel) Airport Total nights stayed by overseas visitors to Japan by area
Source: Study on tourism in Hokkaido by the Hokkaido
Government Department of Economic Affairs 11Strategy III: An opportunity to revive tourism in Hokkaido by understanding how
consumers are thinking post-COVID-19
Awaken latent demand during off-peak seasons to make the lowest
Even out tourism
tourist numbers higher
Attract more tourists between March and June and between September and November, when there are fewer overseas
tourists, so that tourism employees can work year-round. This will improve service standards.
Target repeat visitors with value, tourist attractions and new content that will make them want to visit during off-peak seasons
Tap into markets where there is an overlap between off-peak and peak-season travel
Work together with areas outside Hokkaido to cover a wide area and promote the way tourists can experience multiple
seasons on the same vacation
Create content for seniors, who have time to travel during any season, travelers interested in the workation experiences
offered by national parks, quasi-national parks, etc. and multi-day travelers
Strengthen promotions for school trips to Japan and MICE
(person-nights) (person-nights)
4,000,000 3,000,000 近畿運輸局管内
Kinki District Transport Bureau areas
北海道運輸局管内
Hokkaido District Transport Bureau areas
3,500,000
2,500,000
3,000,000
2,000,000
2,500,000
2,000,000 1,500,000 Hokkaido's bottom seasons
1,500,000 H29
2017
H30 1,000,000
2018
1,000,000
R1
2019
500,000
500,000
R2
2020
0 0
Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.
1月 2月 Mar.
Jan. Feb. 3月 Apr.
4月 May
5月 June
6月 July
7月 Aug.
8月 Sept.
9月 10月11月12月
Oct. Nov. Dec. 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月
Total number of visitors (overseas visitors only) staying in the areas covered by the
Total number of visitors (including overseas visitors) staying in Hokkaido by month Hokkaido and Kinki District Transport Bureaus in 2019
Source: Statistical study on accommodation by the Japan Tourism Agency
12Building businesses:
A unique initiative to establish adventure travel in Hokkaido as a brand
Overview of project
○With its unique culture and abundant nature, Hokkaido is particularly well poised as an adventure travel destination. We
are promoting this brand through a comprehensive strategy including inviting media and appearing at ATWS (Adventure
Travel World Summit) to increase recognition.
Appearance at ATWS2019 Inviting media
We invited members of the media, including those whom we
We increased recognition of Hokkaido through various
made contact with at ATWS2019, and invited them to try some of
media outlets and discussed winter media coverage
our adventure travel experiences, with the aim of promoting
■Theme: Adventure Travel Hokkaido: Harmony with nature and shared these experiences through the media coverage.
prosperity is the way of the future ■Theme: WILD LIFE: The fascinating world of snow and ice
. ■Date: February 6-15, 2020
■Date: September 15-18, 2019
■Invited: 1 photographer/blogger based in France
■Venue: Gothenburg, Sweden
1 member of an American travel company
■Booths: 1 networking table
■Areas covered: Kushiro City, Tsurui Village, Shibetsu Town, Shari Town,
■Attendees: 773 people from 72 countries
■Business talks Teshikaga Town, Koshimizu Town, Akkeshi Town, etc.
・PR through Hokkaido booth: 47 people from 43 companies ■Content covered: Birdwatching,
・Talks with travel companies and media: 13 people from 13 companies wakasagi smelt fishing,
・One-on-one talks with media: 5 people snowshoeing, canoeing,
walking on the drift ice,
Ainu culture
ATWS attendees by region
Oceania MENA Exposure on blog and Instagram
Other ●Blogs
Africa Posts: 2 (March 15 and April 12)
Africa Exposure: 40,000 page views per month
Equivalent to 200,000 yen in advertising
Asia Europe ●Instagram
South America Posts: 36 (March 22 onward)
Exposure: 2,370 page views
North
America
13Number of tourists in Hokkaido (real numbers)
(unit: 10,000 people)
(year)
From From other From
overseas prefecture Hokkaido
Ratio of
tourists in
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Hokkaido
(2019)
From
Hokkaido 4,304 4,207 4,178 4,250 4,309 4,079 4,085 4,532 4,068 4,475 4,629 4,654 4,693 4,642 4,725 4,601 4,441 84.2%
From
other 606 589 584 600 578 559 529 521 487 544 565 569 577 594 606 607 592 11.2%
prefecture
From
overseas
29 43 51 59 71 69 68 74 57 79 115 154 208 230 279 312 244 4.6%
Total 4,939 4,839 4,813 4,909 4,958 4,707 4,682 5,127 4,612 5,098 5,310 5,377 5,477 5,466 5,610 5,520 5,277 100%
Note: A simple comparison over time is not possible as a new surveying method was adopted in April 2010 (unit: 10,000 people)
Source: Study on tourism in Hokkaido by the Hokkaido Government Department of Economic Affairs
14Overseas tourists visiting Hokkaido (real numbers)
2018 Hokkaido Eastern
Iburi earthquake
Worsening of
Japan-South
Korea relations
Relaxing of visa
restrictions for
(from July)
(unit: 10,000 people) Expansion of tourism by Chinese
visitor's visa individuals
exemptions*1
Amendment of duty-free
system
COVID-19
Short-term visa exemptions for (from
Relaxing of visa system for visitors from Thailand and February)
Expo 2005 Aichi, Japan Malaysia
tourism by Chinese individuals
Designation of Shiretoko as Relaxing of visa
a World Natural Heritage Site restrictions
for ASEAN tourists
G8 Hokkaido Toyako
Visas provided to Chinese nationals Summit
from all areas of China Relaxing of visa system for
tourism by Chinese
Introduction of visa system for individuals
Short-term visa exemptions for visitors tourism by Chinese individuals
(multi-visa now supplied)
from Taiwan and South Korea
Swine flu pandemic
Visas provided to Chinese nationals VJC becomes
more advanced
from more areas of China
and targeted
Senkaku Islands dispute
Short-term visa exemptions for
visitors from Hong Kong Great East Japan Earthquake
on March 11, 2011
Visit Japan First meeting between Japanese,
Campaign Chinese and South Korean Global recession and
tourism ministers (Kushiro, etc.)
starts high yen
SARS pandemic
Taiwan South China Hong Singapore Thailand Malaysia Australia Other Total
Korea Kong
Note: A simple comparison over time is not possible as a new surveying method was adopted in April 2010 (year)
Source: Study on tourism in Hokkaido by the Hokkaido Government Department of *1 Visa exemptions were granted to tourists from the Philippines and Vietnam from November 20, 2014
and to tourists from Indonesia from December 1, 2014
Economic Affairs
15Overseas tourists visiting Hokkaido by country/region (FY2019)
Australia Russia
Unknown/Other
55,000 (2.2%) 8,000
170,000
(0.3%)
(7.0%)
Canada
19,000 (0.8%)
China
USA 594,000
104,000 (24.3%)
(4.3%)
North
Singapore America
72,000 (2.9%) 123,000
(5.0%)
Malaysia Total
107,000
(4.4%) Hong Kong 2,442,000
178,000
(7.3%)
(FY2019)
Asia
Thailand
211,000 2,087,000 (85.5%) Taiwan
(8.6%) 489,000
(20.0%)
South Korea
437,000
(17.9%)
Source: Study on tourism in Hokkaido by the Hokkaido
Government Department of Economic Affairs
16Structural issue of tourism in Hokkaido: concentration of tourists
in central Hokkaido
In FY2019, there was a total of 7,536,000 overseas visitors (all of Hokkaido)
Northern
Hokkaido
Okhotsk
12.2% Region
923,000
1.6%
Central 120,000
Hokkaido
72.7%
5,480,000
Kushiro/Nemuro
Region
Tokachi 2.3%
Region 176,000
Southern 2.2%
Hokkaido 163,000
8.9%
674,000 •Overseas tourism in Hokkaido is concentrated in
central Hokkaido
•In order for local economies to thrive, we need to
get tourists into other areas too
Source: Study on tourism in Hokkaido by the Hokkaido Government Department of Economic Affairs
17Total nights stayed by overseas visitors to Japan by District Transport Bureau
2019: Total of 115,660,000 overseas visitors (all of Japan)
2018: Total of 94,280,000 overseas visitors (all of Japan)
2017: Total of 79,690,000 overseas visitors (all of Japan)
2017 2018 2019
Hokkaido
9.7% 8.8% 7.6%
2017 2018 2019
Okinawa
2017 2018 2019 7,700,000 8,340,000 8,810,000
person- person- person-
5.8% 6.6% 6.7% nights nights nights
4,620,000 6,200,000 7,750,000
person- person- person- 2017 2018 2019 2017 2018 2019
Hokuriku-Shin'etsu
Tohoku
nights nights nights
3.4% 3.4% 2.9% 1.3% 1.6% 1.6%
1,070,000 1,470,000 1,850,000
2,670,000 3,210,000 3,400,000 person- person- person-
person- person- person- nights nights nights
nights nights nights
2017 2018 2019
2017 2018 2019
Kanto
35.7% 35.1% 35.0%
Kinki
24.8% 25.6% 28.5% 28,410,000 33,120,000 40,540,000
person- person- person-
19,780,000 24,090,000 32,940,000
nights nights nights
person-nights person-nights person-nights
2017 2018 2019
2017 2018 2019
Chugoku
2.1% 2.2% 1.9%
Chubu
6.8% 6.9% 7.2%
1,670,000 2,100,000 2,200,000
person- person- person- 5,420,000 6,540,000 8,270,000
nights nights nights person- person- person-
nights nights nights
2017 2018 2019
Shikoku
2017 2018 2019
1.1% 1.0% 1.1%
Source: Statistical study on tourist
Kyushu
9.4% 8.7% 7.5%
840,000 970,000 1,220,000
accommodation by the Japan
7,510,000 8,230,000 8,680,000 person- person- person-
nights nights nights Tourism Agency
person- person- person-
nights nights nights 18Car rentals by overseas visitors to Hokkaido
Car rentals by overseas visitors to Hokkaido
（Rentals）
Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.
Car rentals by overseas visitors to Hokkaido by country and region
Other Asian
countries Other Asian Other Asian
countries countries
Australia Hong Other Other 2%
Other Kong Australia
Australia
USA USA
USA
Europe South Malaysia Taiwan
Europe
Korea
Malaysia Europe
Malaysia
Thailand Singapore Singapore
South
South Korea
Korea
Singapore Thailand Hong Thailand
Kong
Taiwan
Taiwan Hong Kong
Source: Hokkaido Rent-A-Car Association
Note: These figures were compiled from the figures supplied by the Sapporo, Asahikawa, Hakodate, Kushiro, Obihiro and Kitami car rental associations. 19You can also read
