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Destination Management - Japan
Pages 10 (2510 words)
Executive Summary Aims and Objectives While Japan continues to experience a decline in domestic travel, Okinawa has seen healthy growth. However, the industry is faced with image issues, such as unbalanced market share in segmentation and major leakages. Despite this, tourism contributes significantly to the local economy.
Also, international tourism receipts reached a record of US$1.030 trillion, up from US$928 billion in 2010. Tourism growth worldwide will be at a more moderate rate of 3.3% per year as compared to the average of 4.2% witnessed over the last six decades. The presence of emerging economies will add an average of 30 million arrivals per year, compared to 14 million from advanced economies. As a result, there will be a shift in the global market share by 2030. Japan Tourism is relatively a new attraction in Japan. In 2003, the first initiative was established to attract 10 million international visitors to Japan by 2010. This was later updated in 2007 to grasp a better understanding of foreign visitors and to increase satisfaction with the hope of creating repeat visits. As the country continued with efforts to make the shift from being a “Trade Nation” to “Tourism Nation,” the central government enacted its first tourism policy, making tourism a priority. As a result, the Japan Tourism Agency was created in order to promote the country abroad. The Japanese economy is facing many challenges, most notably a lower birth rate and aging population. Tourism brought US$608 billion (4.9% of GDP), while creating employment for 4.06 million people, and 6.3% of total employment during 2009. Okinawa Tourism has traditionally flourished in Okinawa. ...
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