EXCLUSIVE: Japan to Make Better Use of Beaches for Foreign Visitors

June 4, 2018

Tokyo- The Japan Tourism Agency plans to utilize beaches not only as summer destinations but also as tourism resources to attract foreign visitors throughout the year, informed sources told Jiji Press on Monday.

The agency will start test operations as early as later in the current fiscal year to March, planning to provide subsidies to organizations including municipalities that plan experience-based events such as live music performances or sports contests at beaches, the sources said.

In the United States and Europe, beaches are used as gathering spots through the year with prepared walkways and benches, and movies played on large projection screens.

On the other hand, Japan does not make good use of them outside the summer.

According to a survey by the Organization for Economic Cooperation and Development, foreign tourists' use of entertainment services in Japan, including experience-based tourism such as sports, accounts for 2.5 pct of their total expenditures. The proportion stands at more than 10 pct in places such as the United States and France, which promote tourism.

The agency will focus on beaches in the belief that enriching experience-based tourism offering interactions with local culture or nature will encourage foreign tourists to stay longer in Japan and the economic effects will expand accordingly, the sources said.

Tests will be carried out at several locations by the end of fiscal 2019. The agency will cover costs related to hosting events for operators, such as local consultative groups consisting mainly of municipalities and event planners from the private sector.

To maintain the attention of visitors, events are seen held at a steady pace rather than as one-time occasions, according to the sources. For example, expected events include beach volleyball contests, barbecues and sand art exhibitions.

In the test operations, the number of visitors will be checked to provide sample data for municipalities across the country. Jiji Press