□From 2012, a New “Tourism Nation Promotion Basic Plan” has been approved by the cabinet.

□This plan, based on the regulations specified in the Tourism Nation Promotion Basic Law which was effected in January 2007, defines a basic plan for realizing a Tourism Nation.

□“Expand tourism related business” and “improve quality of tourism” have been laid out as the approach of strategies for this basic plan.

□By 2016, objectives to achieve (１)Domestic travel expenditure of 30 trillion yen, and (２)18 million international visitors to Japan are laid out. In addition, it includes new settings for “Satisfaction” objectives for international visitors to Japan and travelers to domestic tourist areas.

□Tourism is one of the pillars of Japan's growth strategy, and also contributes greatly to the Great East Japan Earthquake recovery. We will steadily implement this plan to move towards becoming a tourism nation.

Added “Post-disaster recovery” pillar, in light of the Great East Japan Earthquake.
 (１)  Post-disaster recovery
 (２)  Development of national economy
 (３)  Enhancement of mutual international understanding
 (４)  Improvement and Stabilization of people's lives

In order to increase the quality of tourist areas and tourism services, in addition to Adding satisfaction targets （Satisfaction of international visitors to Japan, Satisfaction of travelers to tourist areas） to fundamental objectives such as （1）Domestic travel expenditure of 30 trillion yen, （2）18 million international visitors to Japan, included new “reference index” below them.

○Increase in National Expenditure due to Tourism

 (1)Domestic travel expenditure

30 trillion yen by 2016. 【2009: 25.5 trillion yen】

○Improvement/Expansion of International Tourism

(2)Number of international visitors to Japan

Reach 18 million people by 2016 in mind for reaching 25 million people by beginning of 2020.

【2010 performance: 8.61 million people, 2011 estimate: 6.22 million people】

(3)Satisfaction of international visitors to Japan

Aim to make the percentage of those who answer “Very satisfied” in the International visitor consumption trends survey 45% and those who answer “Definitely want to visit again” 60% by 2016.

【2011 performance:  Answer rates of “Very satisfied”: 43.6% and “Definitely want to visit again”:  58.4%】

(4)Number of international conferences held

Aim to increase the Number of international conferences held in Japan by more than 50% by 2016, to become the biggest conference nation in Asia.　【2010 performance: Number of international conferences held: 741】

(5)Number of Japanese travelers going overseas

Achieve 20 million people by 2016. 【2010 performance: 16.64 million people, 2011 estimate: 16.99 million people】

○Improvement/Expansion of Domestic Tourism

(6)Japanese lodging days per person for domestic tourist trips

Achieve annual value of 2.5 nights by 2016. 【2010 performance: 2.12 nights】

(7)Satisfaction of travelers to tourist areas

For satisfaction of travelers to tourist areas, raise both the rate of those who answered “Very satisfied” for Overall satisfaction, and “Strongly agree” for Intent to re-visit to 25% level by 2016.　【No actual performance data】

Specifically we offers the main measures (item 4) where the Japan Tourism Agency should take up a leadership role, and measures which should be undertaken by the government as a whole.

＜Measures the Japan Tourism Agency should perform the lead role in＞

   １．  Building of appealing tourist areas preferred nationally/internationally (branding of tourist regions, wide-range cooperation across multiple regions, etc.

   ２．  Promotion of travel to Japan by All Japan

   ３．  Strengthening of international competitiveness in MICE field, including international conferences

   ４．  Promotion of time-off reforms

5-year period from 2012 to 2016