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Japan Tourism
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Japan Tourism

The socioeconomic environment surrounding Japan is a formidable one, shaped by such factors as a significant population decline, aging society and long-term national debt equivalent to 170% of the GDP. 
 
It is therefore important that we make effective use of our assets, such as human, technology and tourism resources, to ensure a sustainable future. Given that, building a tourism nation, with its capacity to revitalize regional economies, create job opportunities and increase bilateral international understanding, is a key component of Japan in the 21st century, and will only grow in importance as a national strategy.
 
The Hatoyama government, which came into power in September 2009, has positioned tourism as a major economic growth area. Under the leadership of Minister Seiji Maehara, the Ministry of Land, Infrastructure, Transport and Tourism launched the MLIT Growth Strategy Council in October 2009 to examine concrete measures for the tourism growth strategy. In addition, in December 2009, the Office of Tourism Nation Promotion was launched with Minister Maehara as its head, establishing a unified government structure for pursuing tourism nation-building.
 
With this series of developments in mind, we will focus on East Asian markets including China. The emphasis will be on actions to promote inbound travel to Japan, with full PDCA cycle to verify the effectiveness of such actions, and on providing support to region-driven efforts to develop tourism destinations. We will continue to roll out tourism measures that produce results, in keeping with the mission of enacting the growth strategy.
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The following sections take a general look at the Tourism Nation Promotion Basic Law and the Tourism Nation Promotion Basic Plan, which define the government’s policy on building a tourism nation.

This section explains the Tourism Nation Promotion Basic Law, introduced as a House members’ bill in December 2006 and came into effect in January 2007. This law clearly positioned tourism, for the first time ever, as one of the pillars of Japanese policy in the 21st century.

In 2012, a New “Tourism Nation Promotion Basic Plan” was approved by the cabinet.

This plan, based on the provisions of Article 10, paragraph (4) of the Tourism Nation Promotion Basic Law (Act No.117 of 2006), defines a basic plan for realizing a Tourism Nation.

“Broadening of the base of tourism” and “Improvement of the quality of tourism” have been laid out as the approach of the strategies for this basic plan.

By 2016, objectives to achieve (1)Domestic travel consumption by tourism to 30 trillion yen, and (2)18 million foregin visitors to Japan are laid out. In addition, the Plan includes new indexes for “Satisfaction” objectives for foregin visitors to Japan and traveler satisfaction of tourist areas.

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