El Director Ejecutivo de Desarrollo de Negocio de la Organización Nacional de Turismo de Japón, Shuichi Kameyama, explica la política turística nipona y las principales iniciativas llevadas a cabo para la mejora y el posicionamiento de su oferta tras el desastre de Fukushima de marzo del 2011. Japan’s Experiences in Revitalizing Tourism After the Disaster of March 2011 by the Executive Director for Business Development SHUICHI KAMEYAMA

1. Japan’s Experiences in Revitalizing Tourism
After the Disaster of March 2011
Executive Director for Business Development
SHUICHI KAMEYAMA

2. （％）
Decrease of Foreign Visitors after the Disaster
Growth rate compared to previous year
100
80
60
40
20
0
-20
(-4.7 compared to 2010)
-40
-60
-80
2011March
April
May
June
July
August
-50.3
-62.5
-50.4
-36.1
-36.1
-31.9
September October
-24.9
-15.3
November December 2012 Jan
-13.1
-11.8
-4.5
February
March
-19.6
91.9
1

3. Annual Number of Foreign Visitors
Unit: 10,000
All-time
high
Launch of Visit
Japan Campaign
August：907,000
(17.1％increase）
July: 1,003,000 (18.4%
increase)
June: 901,000 (31.9%
increase)
May: 875,000 (31.2%
increase)
April: 923,000 (18.4%
increase)
Mar: 857,000 (26.7%
increase)
Feb: 729,000 (33.5%
increase)
Jan: 669,000 (1.9%
decrease)
Note: Data prior to 2012 data has been finalized; January to June 2013 data is provisional;
July and August 2013 data are estimates; and the percentage change is a comparison to the same month of the previous year (2012).
Source: Japan National Tourism Organization

4. Number of Foreign Visitors by Market (2010-2012)
Total
Country/Area
Grand Total
South Korea
China
Taiwan
Hong Kong
Thailand
Singapore
Malaysia
India
Australia
U.S.A.
Canada
United Kingdom
France
Germany
Russia
Spain
Others
2010
2011
2012
8,611,175
2,439,816
1,412,875
1,268,278
508,691
214,881
180,960
114,519
66,819
225,751
727,234
153,303
184,045
151,011
124,360
51,457
44,076
743,099
6,218,752
1,658,073
1,043,246
993,974
364,865
144,969
111,354
81,516
59,354
162,578
565,887
101,299
140,099
95,438
80,772
33,793
20,814
560,721
8,358,105
2,042,775
1,425,100
1,465,753
481,665
260,640
142,201
130,183
68,914
206,404
716,709
135,355
173,994
130,412
108,898
50,176
35,207
783,719
Growth Rate (%)
2011→2012
34.4
23.2
36.6
47.5
32.0
79.8
27.7
59.7
16.1
27.0
26.7
33.6
24.2
36.6
34.8
48.5
69.2
39.8
Growth Rate (%)
2010→2012
- 2.9
-16.3
0.9
15.6
- 5.3
21.3
-21.4
13.7
3.1
- 8.6
- 1.4
-11.7
- 5.5
-13.6
-12.4
- 2.5
-20.1
5.5
Source: Japan National Tourism Organization
(JNTO)
◆Note 1: The above 2012 data has been finalized and 2013 data was calculated independently by JNTO.
◆Note 2: "International visitors coming to Japan" refers to foreign travelers entering Japan, which has been calculated by subtracting non-Japanese nationals residing in Japan
on a permanent basis from the total number of non-Japanese nationals legally entering Japan (summarized by The Ministry of Justice by nationalities) and adding non-Japanese
travelers who make a temporary landing.
Entry and re-entry of expatriates and their families are considered "international visitors coming to Japan".

5. Market Share of Foreign Visitors
France
130,000
(1.6%)
Germany Russia
50,000
110,000
(0.6%)
(1.3%)
Australia
210,000
(2.5%)
Others
580,000
(6.9%)
UK
170,000
(2.1%)
Canada
140,000
(1.6%)
India
70,000(0.8%)
U.S.A.
720,000
(8.6%)
Vietnam
60,000 (0.7%)
Europe
460,000
(5.5%)
North
America
850,000
(10.2%)
Philippines
90,000 (1.0%)
Hong
Kong
480,000
(5.8%)
Indonesia
100,000
(1.2%)
Malaysia
130,000
(1.6%)
Singapore
140,000
(1.7%)
2012 (final data)
Thailand
260,000
(3.1%)
South
Korea
2.04 million
(24.4%)
Total
8.36
million
Asia: 6.26 million (74.9%)
(Southeast Asia: 770,000
(9.3%))
Taiwan
1.47 million
(17.5%)
China
1.43 million
(17.1%)
*"Others" include countries and regions in Europe, Asia and other areas other than those specifically
named.
*Figures in parenthesis indicate the percentage of overall international travelers to Japan.
*Data created by the Tourism Agency based on JNTO material.

6. Efforts to Regain Demand of Inbound Tourism after the Disaster
Step 1: Provision of
Information (from March 2011)
Provision of safety information
・Provision of information to foreign tourists
and consumers on the JNTO website
・Setting up 24/7 hotline for foreign tourists in
JNTO (Mar 11 to Apr 30)
・On-site briefing (more than 100 times)
・Briefing to foreign media by the
Commissioner of JTA
・Hi-level approach (Japan-China-Korea
Tourism Ministers’ Meeting, WTTC, etc)
・Prevention of cancellations of
conventions
Transmitting actual voices by
foreigners
・Transmitting messages by celebrities visiting
Japan, expats, foreign tourists on the JNTO
website (Lady Gaga, Justin Bieber, etc）
・Messages from foreign students living in
various regions of Japan
・Encouragement of positive word of mouth by
foreigners through SNS
・Message film starring a pop group ―Arashi‖
Step 2:
Invitation of media
and travel agencies
(from May 2011)
Invitation of overseas
media and travel
agencies
(approximately 1000
people)
・Publishing articles on
influencing overseas media
・Resumption of sales of
Japan-bound tourism
products
・Development new tourism
products of Japan
・Joint advertisements with
overseas travel companies
Step 3: Approach to
general consumers
(from October 2011)
Active promotion through
Visit Japan Programs
・Advertisements and other
promotions based on each
market’s characteristics
・Utilization of people who visited
Japan after the earthquake
・Utilization of interpersonal
communication such as SNS
・Invitation of media and travel
agencies
・Concerted efforts local and
private organizations
・Omotenashi Campaign (Oct～)
and Japan Big Welcome
Campaign (Nov～)
・Additional promotion by third
supplementary budget (Jan～)

7. ‹#›

8. Tie-up with Lady Gaga
May 17, 2011 on METRO New York (free paper; 340,000 copies)
Lady Gaga was the guest editor of this issue.
―Go to Japan, it’s safe, continue to support the relief efforts but know that it’s only 0.1
percent of the country that was affected and that we’re doing more harm to Japan by
staying away than by going. Enjoy their beautiful cities and landscapes.‖

9. Tie-up with Lady Gaga
- On June 23, 2011, Lady Gaga attended a press conference in Tokyo for a charity event
with U.S. Ambassador to Japan and Commissioner of Japan Tourism Agency.
- Commissioner Mizohata welcomed the visit of Lady Gaga to Japan and presented the
letter of appreciation.
- She commented that ―it is so important that we continue to raise money; but it is also
important that we remind the world that Japan is now safe and that the doors are open for
tourists from all over the world to come in and enjoy the beautiful country.‖
- The press conference was taken up by major world media and the image in which Lady
Gaga encouraged Japan travel was reported.
Presentation of the letter of appreciation from
Commissioner Mizohata
With Ambassador Roos and MTV CEO Bob Bakish

10. Preventing Cancellations of the International Events
- After the earthquake, many organizers reviewed holding the international congresses in
Japan, even in unaffected regions.
- JTA and JNTO made their efforts to prevent the cancellation by :
• disseminating accurate information regarding the situation in Japan.
• sending the Commissioner’s letters to organizers who may cancel, asking them to
hold their events in Japan "to support the efforts for recovery."
The events held as planned
○Congress of the International Society on Thrombosis and Haemostasis (ISTH 2011)
・Kyoto, 23rd July – 28th July, 2011
・6,000 people, including 4,000 foreign people from 80 countries
○UIA 2011 Tokyo The 24th World Congress of Architecture
・Tokyo, 25th September – 1st October, 2011
・5,000 people, including 2,000 foreign people from 110 countries
○Artistic Gymnastics World Championships Tokyo 2011
・Tokyo 7th October – 16th October, 2011

11. ―Japan. Thank You.‖ Campaign
The logo, posters and banners were displayed at
- promotion sites around the world.
- major airports and seaports in Japan.
- buses, taxis and major hotels in
Tokyo, Yokohama, Kyoto, Osaka and Sendai.
―Thank You‖ cards were distributed to event participants
such as the Tokyo Marathon.
A ―Thank You‖ edition of ZAGAT restaurant guide were given
out to foreign visitors.
―Thank You‖ videos from various parts of Japan were posted
on Ustream website.
Special discounts and benefits were offered to foreign
visitors in cooperation with local governments and the
private sector.

12. Review by World Travel & Tourism Council
■
Japan’s tourism economy to stage full recovery in 2012
(Press release of WTTC on March 7, 2012)
―Japan’s travel & tourism recovery has been much better than anyone could
have anticipated 12 months ago.‖
―Japan’s travel & tourism industry is forecast to stage a complete recovery
following last year’s earthquake and tsunami during the first half of 2012.‖
■
The 12th WTTC Global Summit was held in Sendai and Tokyo in April 2012.

13. Measures to Restore Inbound Tourism to Tohoku Region
•
•
•
•
Seminars / Business matching meetings
Consumer events
Invitation of more travel agencies and media
Publication of Tohoku guidebooks
Target markets:
South Korea, China, Hong Kong, Taiwan, U.S.

14. Safety/Security Booklet
In order to dispel harmful rumors, a booklet is prepared that briefly summarizes information
on radiation and radioactivity that foreign tourists want to know before traveling to Japan.
■ Language: English, Korean, Chinese
(traditional Chinese, simplified Chinese), French,
German
■ Number of pages: 12
■ Content
○
○
○
○
○
Comparison of the air dose rates between Japan and major
cities
Actual levels measured in Tokyo on a one-day trip (air dose
rates and food inspection)
Regulation and inspection system on water/food in Japan
Seasonal sightseeing and radioactivity
Q & A on radiation and radioactivity
* Strict food inspection in Japan
[Front page of English version]
■ Distribution started in October 2012.
■ Distributed at: JNTO overseas offices, diplomatic
offices, exhibition events such as tourism expos
■ Other: posted on websites of the Japan Tourism Agency and
JNTO.
* Seasonal sightseeing and radioactivity

15. Japan Photo Contest
For the recovery from the damage caused by harmful rumors, a photo contest utilizing SNS
was held to communicate safety/security and attractions of Japan to the world, through
word of mouth on the Internet by foreign visitors to Japan.
■ Campaign period: September 1, 2012 – February 15, 2013
■ Campaign website
http://japanphotocontest.jp (English, Korean, and traditional Chinese)
http://japanphotocontest.cn (Simplified Chinese)
①Register for the campaign and Visit Japan
②Post commemorative photos taken during the trip in
Japan
Theme: Cool!/Beautiful!/Happy!/Delicious!/Funny!/Miracle!
③Share the posted photos with friends and
acquaintances through SNS.
(Promote the proliferation of information in Facebook (Sina Weibo
in China).
④Those who posted excellent photos will be invited to
the awards ceremony in Japan and offered prizes of
premium cultural experience.

16. Results of the Photo Contest
•
•
Participants: 17,070
Photos posted: 38,817

17. Three Core Values of Japan Tourism
Value 1: Experience the unique, enigmatic character of the Japanese
○ Reserved but kind; considerate and warm, even towards people they don't know.
○ Building their own unique perspective of the world through their curiosity and perseverance.
○ Having a deep mutual understanding between each other and "wabi-sabi" mind — almost a sixth sense
allowing communication without speaking.
○ Sincere, disciplined and well-mannered, as seen during the difficult days after the March 2011 earthquake.
Value 2: Encounter creations born of Japanese attention to detail
○ Creations by artisans and experts who have inherited their skills through tradition fused with innovation.
○ Creations born by taking in other cultures, East and West, and adapting them to suit Japanese values.
(Western architecture blended into the cityscape and western fusion food such as cod roe
pasta, croquettes and castella cakes)
○ Creations born by integrating ideas with nature based on respect and appreciation for nature.
(Traditional festivals that have roots in prayer offerings to nature and for good harvest)
Value 3: Enjoy the simple pleasures of common life in Japan
○ Pleasures in life that come from convenience, cleanliness and safety throughout the nation, in cities and
the countryside.
○ The little things in life that bring enjoyment and relaxation. (Images of business people committed to their
work during the day, and enjoying drinks at a bar)
○ Pleasures in life that enable highly sophisticated consumption and meet the expectations of the world's
most discriminating consumers.

18. Muchas Gracias!
www.visitjapan.jp