Japan is taking many measures to stimulate tourism.
Japan is planning a new national tourism promotion strategy, with the goal of boosting spending by foreign tourists to Japan to 5 trillion yen by 2025. According to the Japan Tourism Agency, implementing a policy to attract high-end tourists will bring great benefits, as in 2019, the number of high-end tourists to Japan, those who spend over 1 million yen (about 7,700 USD) is only 1%, but brings in 11.5% of the total revenue of the tourism industry, about 4.2 billion USD.
Therefore, one of the top plans in promoting national tourism in the Land of the Rising Sun is that the country has decided to pilot 11 model tourist areas nationwide, aiming to attract high-income foreign tourists. According to the Japan Tourism Agency, these 11 model tourist destinations are located in the eastern Hokkaido region, the Matsumoto region of Nagano Prefecture and the Okinawa region of Okinawa Prefecture. Specifically, these areas will receive intensive support from the government for tourism strategies in the coming years, including sending experts to promote tourism, develop brands and train tour guides specializing in foreigners. In addition, Japan also promotes cooperation between Japanese tourism organizations and foreign travel companies to attract more high-class foreign tourists to travel and shop, with the goal of boosting the local economy .
In order to promote the recovery of the tourism industry after the pandemic, Japan has also decided to extend the national tourism stimulus program from the beginning of April, with a package called the National Tourism Discount Program, the government will provide incentives and subsidies for accommodation, dining and shopping services with a value of up to 11,000 Yen (about 84 USD) per person per day and night. Of which, the cost of accommodation can be reduced by up to 5,000 Yen if visitors do not use public transportation. Dining and shopping services are reduced by 2,000 Yen/person per day on weekdays and 1,000 Yen/person per day on weekends. The tourism stimulus program is currently only available to people residing in Japan and is not extended to foreign visitors entering on a tourist visa. In addition, during the golden week from April 29 to May 8, when tourism demand is high, the tourism stimulus program will not be applied.
According to the Japan Tourism Agency, a total of 453.97 million people will stay at hotels and inns in Japan in 2022, up 42% from the same period last year and up to 76% of pre-COVID-19 levels. The extension of the tourism stimulus program is expected to fully restore the tourism and related service industries. The Japanese government hopes that the decline in foreign tourists willing to spend in yen, combined with an increase in domestic tourists eager to take advantage of subsidy programs, will help revive the local economy affected by the pandemic.
THUY LINH
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