The current state of Japanese Tourism considered from Travel & Tourism Competitiveness MITSUKI Takehiro Tourism is expected to be the growth industry

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1 The current state of Japanese Tourism considered from Travel & Tourism Competitiveness MITSUKI Takehiro Tourism is expected to be the growth industry in the 21 st century. The Japanese government thinks of tourism as a very important industry. As a result the Visit Japan Campaign was developed mainly by Ministry of land, infrastructure and transport Japan. The goal of the Visit Japan Campaign is to attrack 40 million overseas tourists per year by the 2020 Olympic Year. In this paper, the present condition of international tourism in Japan, based on WEF The Travel & Tourism Competitiveness Report is analyzed. It is shown that it is very important to do strategic destination marketing, in order to increase oversea travelers

2 WEF ; World Economic Forum The Travel & Tourism Competitiveness Report ; TTC the Travel and Tourism Competitiveness Index ; TTCI UNWTO ; United Nations World Tourism OrganizationUNWTO , UNWTO

3 , ,

4 , WEF Subindex14Pillar 90Subpillar 9 The Hard Data Executive Opinion Survey

5 10 INDEX Sub-indexEnabling Environment T&T policy and enabling conditionsinfrastructure Natural and Cultural Resources Enabling Environment Business EnvironmentSafety and security Health and hygienehuman resources and labour market ICT Readiness5 T&T policy and enabling conditions Prioritization of Travel & TourismInternational OpennessPrice CompetitivenessEnvironmental sustainability4infrastructure Air transport infrastructure Ground and port infrastructuretourist service infrastructure3 Natural and Cultural Resources Natural resourcescultural resources Sub-pillar

6 WEF 2015 World Economic Forum, The Travel & Tourism Competitiveness Report 2015, WEF 2015, p. Xii International Institute for Management DevelopmentIMD IMF GDPUNWTO WEF UNWTO

7 2 UNWTOWEFIMDIMFGDP World Tourism Organization, UNWTO Tourism Highlights, UNWTO, World Economic Forum, The Travel & Tourism Competitiveness Report, WEF, International Institute for Management Development, IMD World Competitiveness Ranking, IMD, International Monetary Fund, World Economic Outlook Database, IMF,

8 UNWTO IMD GDP 3 UNWTOWEFIMDIMFGDP World Tourism Organization, UNWTO Tourism Highlights, UNWTO, World Economic Forum, The Travel & Tourism Competitiveness Report, WEF, International Institute for Management Development, IMD World Competitiveness Ranking, IMD, International Monetary Fund, World Economic Outlook Database, IMF,

9 WEF UNWTO WEF 45WEF

10 WEF World Economic Forum, The Travel & Tourism Competitiveness Report 2007, 2008, 2009, WEF,

11 5 WEF World Economic Forum, The Travel & Tourism Competitiveness Report 2011, 2013, 2015, WEF, 4 67WEF

12 WEF World Economic Forum, The Travel & Tourism Competitiveness Report 2007, 2008, 2009, WEF, HIV

13 7 WEF World Economic Forum, The Travel & Tourism Competitiveness Report 2011, 2013, 2015, WEF, 5 89WEF

14 ,0004,000 8 WEF WEF WEF WEF ATM World Economic Forum, The Travel & Tourism Competitiveness Report 2007, 2008, 2009, WEF,

15 VISA ATM 9 WEF WEF WEF WEF World Economic Forum, The Travel & Tourism Competitiveness Report 2011, 2013, 2015, WEF, 85

16 WEF UNWTO 20151,34122 WEF 9 UNWTO WEF2015 UNWTO20157 WEF UNWTO World Economic Forum, The Travel & Tourism Competitiveness Report 2015, WEF, 2015

17 11 1 PR VISA ATM WEF

18 UNWTO 20141, ,9732, PR VISA ATM

19 16 DMO 17 PR J. Blanke, T. Chiesa, The Travel & Tourism Competitiveness Report 2008, World Economic Forum, UNWTO, Tourism 2020 vision, UNWTO, , World Economic Forum, The Travel & Tourism Competitiveness Report 2015, World Economic Forum, 2015, p. Xii.

20 Ibid.,pp WEF IATAICAOUNWTOWTTCUNESCO 12 World Economic Forum, The Travel & Tourism Competitiveness Report 2015, World Economic Forum, 2015, p. Xii. 13 Ibid.,p Ibid.,p Ibid.,pp. 32~ ~136 Alastair M.Morrison, Marketing and Managing Tourism Destinations,Routledge,2013. Brian Goodall & Gregory Ashworth, Maketing in The Tourism Industry, Routledge,2014. UNWTO,Tourism Highlights,2015Edition, UNWTO,Yearbook of Tourism Statistics, Data , 2016 Edition,2015. World Economic Forum, The Travel & Tourism Competitiveness Report, WEF, 2007, 2008, 2009, 2011, 2013, NC

21

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SNS GIS Abstract The Tourism-based Country Promotion Basic Act was enacted in Japan over a decade ago. Tourism is expected to be the primary contribut

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