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1 PRESENT SITUATION OF TOURISM AND LEISURE
(1) Changing Lifestyles and Roles of Tourism and Leisure
In recent years, the values of the Japanese has been becoming more diverse
as the average income increases and working-hours shorten; strongly reflecting
the individuality of each Japanese in their lifestyles as well. The idea of
what it means to be affluent has also changed. No longer do people pursue high
incomes and material satisfaction as in the past. Now more and more choose spiritual
satisfaction such as peace of mind and a meaningful and cultural life. As such
is the case, there is a growing need for enriched free time, and because travelling
and leisure present opportunities for experiencing unknown worlds, meeting people,
feeling real spiritual richness such as peace of mind, time to spare, physical
contact etc., difficult to experience in daily life, and a feeling of self-awareness.
The role that these play in our lives has never been so important.
Now, travelling and leisure not only include enjoying nature and panoramic
views, visiting famous places and historical sites, but also learning the history
of a certain place, its tradition, culture and the lifestyles of its people,
and even includes participating in volunteer activities, as well as deepening
ties with family and friends by long-visits.
(2) Trends of Domestic Tourism
In recent years, more and more people are traveling inside Japan. In 1991,
the number of times a person went on package sightseeing tours (including trips
which include tours) has increased 1.5 time from that of five years ago to an
average of 1.73 times per person.
On the one hand, with regard to expenditures related to travel, the annual
travel related expenditure including all expenses that come with traveling such
as eating-out, gasoline, etc. formed approximately 10 percent of the total consumer
expenditure; which is 5.8 times that in 1970.
Domestic traveling and leisure activities also show tendencies towards becoming
diverse and original. In addition to the expanding number of people who practise
golf or ski, marine sport such as scuba diving, etc., sky sports such as paragliding,
etc., as well as new activities such as automobile camping, cruising, theme
parks are also becomming popular.
(3) Trends in Overseas Traveling in 1991
Despite the Gulf War, the number of Japanese traveling overseas exceeded
ten million for the second straight year; reflecting the people's strong need
for overseas travel.
According to the age group of those traveling abroad, while more and more
young people, both men and women, mainly in their twenties travel abroad, the
internationalization of local airports (Fig.
27) has led to a large growth in the number of middle and old-aged people,
both men and women, traveling abroad. (Fig.28):
signifying that needs for overseas sightseeing tours are spreading.
2 PROMOTlNG TOURISM
(1) Standardizing the Fluctuation of Travel Demands
For the people to enjoy traveling and leisure, ample free time, especially
holidays and vacations, is necessary. In reality, however, the difficulty in
taking leave poses a major obstacle. For this reason, as a major prerequisite
for promoting tourism, Standardation of the fluctuation of travel demands pivoting
on the improvement of the holiday system must be promoted. (Figs.
29 and Figs. 30) Should it
be possible to improve the system and standardize travel demands, hopes can
be placed on solving crowding in tourist sites and traffic congestion, there
would be greater opportunities for more people to enjoy different kinds of tourist
sightseeing, by lessening the gap between peak seasons and off seasons, services
could be improved. Furthermore, considering that only limited number of people
have the chance of enjoying long-term trips, etc., new travel needs may also
arise.
The main reasons why it is difficult to take leave on days other than public
holidays and weekends given are "too busy at work", "Can't take leave because
colleagues are not taking leave". (Fig.
31). This indicates that there is ample room for improving the awareness
and actions of companies and employees so that the habit of taking sufficient
vacation will be accepted widely in society.
To standardize travel demands, it is also necessary to enhance in detail
discount systems for fares and accommodation charges according to demand trends
such as off-season discounts, to explore interesting tourists sites and hold
events during the off-seasons, as well as for those who recieve tourists to
act aggressively holding campaigns, etc.
(2) Facilitating Traveling
Now more people travel abroad, etc. not only because the income standard
has increased, needs have diversified but also because travel costs have decreased
due to the spread of package tours, etc. Therefore in the future, discount fare
systems for individuals, groups and families must be improved cheap, and long-stay
tourists facilities such as automobile campsites and family tourist parks, etc.
must also be improved.
For easy access to tourist sites and airports and easy and comfortable travel
inside regions, transportation facilities and services must be improved. With
a view to protecting users and increasing convenience, guides and information
supply systems must be further upgraded by supplying easy-to-understand information,
etc.
(3) Creating Interesting Tourist Sites and Tourist Menus
With the needs of the people becoming more diverse and individual and demands
for an affluent life today, it is essential to create tourists sites and tourists
menus that are different and will appeal to and satisfy the people, complementing
the beautiful sights of each district and their traditions, etc. To achieve
this end, based on TAP90's (Tourism Action and Plan of the 90's), measures for
promoting domestic tourism which make full use of the characteristics of each
particular district are being devised comprehensively and systematically. And
because incorporating traditional arts, etc. that reflect a region's history
and culture in the creation of tourists sites and tourist menus is believed
to increase its appeal, based on the "Law for promotion of tourism and specific
regional industries through traditional festivals and events" approved in June
1992, tourist promotion using regional traditional arts, etc. will be supported.
Moreover, to promote tourism in different regions, it has been decided that
from 1992 various projects will be carried out to stimulate tourist sites, etc.
applying the tourism project promotion subsidy system.
In addition, family tourists parks and all-round resorts are being improved
to serve as tourist recreational centers for attracting visitors to tourist
sites. At the same time, to deal with the growing needs of marine sport which
has gained tremendous popularity in these past few years, marinas, beaches,
cruise boats and passenger terminals, etc. are being upgraded.
To create interesting sightseeing tours, not only should tangible aspects
such as facilities, etc. be improved, intangible aspects such as the accumulation
of knowledge, helping people communicate with each other and changes in the
awareness of those participating are being demanded.
(4) Improving the Quality of Overseas Travel
As interdependence between countries deepens, traveling abroad also plays
an important role in raising mutual understanding at the grass root level that
enables travelers themselves to experience lifestyles in other countries and
their values.
For this reason, the quality of overseas travel must be improved by supplying
more information on the lifestyles, cultures, histories, etc. of foreign countries,
offering a wide variety travel packages to interesting travel sites etc.
To carry these measures systematically and effectively, the Ministry of
Transport drew up "Two Way Tourism 21" in July 1991 and intends to carry it
out faithfully.
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