近隣諸国からの観光客、ロマンティックな田舎の魅力に心を癒す　　　　　　　気ままなリライト７４

訪日消費、地方の出番 - 日本経済新聞

As international tourists’ fascination with picturesque natural landscapes and rich traditions of the Japanese countryside has been growing, coupled with the weakening yen, rural areas with tourist destinations have been witnessing a much-needed economic resurgence, coming from overseas, not from domestic sources. An increasing number of potential tourists have been eager to satisfy their travel cravings and experience the exotic flavors of rural Japan, thus unlocking the potential of local economies in small towns and rural areas where the workforce is still gearing up to tackle the challenge of long-term, sustainable growth.

The escalating number of international tourists branching out to rural destinations in Japan is highlighting a shift in what they expect to experience during their travels. Increasingly, affluent tourists, particularly those from neighboring Asian countries, are seeking greater satisfaction and self-fulfillment from genuine, culturally immersive experiences to enrich their lives with the long-lasting memories worth storytelling. They are demonstrating a preference for going beyond the conventional urban attractions and delving into less frequented paths where serendipitous encounters and events inspire them to germinate new perspectives and expand their comfort zones. Their longing for adventure is satiated with a touch of luxury, gained by deeply interacting with the local cultural terrain, by savoring the fruits of regional culinary traditions, and by soaking up revitalizing experiences in peaceful hot springs as retreats, offering an escape from the relentless pace of city life.

The surge in spending during the stay in Japan to quench the wanderlust of international tourists has symbolized the expanding diversity in their destination choices and the growing number of well-off international visitors drawn to the adventure beyond the well-trodden paths of major cities. Mitsui-Sumitomo’ data showed that in December 2022, the amount of transaction per credit card of each visitor for local goods and services in 33 prefectures outpaced December 2019 levels. Out of those 33, 22 experienced an increase equivalent to more than a 20 % depreciation of the yen against the dollar. Yamagata and Gunma prefectures stood out with the highest increases, registering a threefold increase and a 2.4 times growth each, compared with those in 2019. The overall transaction amount per credit card used by all international tourists visiting Japan in December 2022 saw a 30 % increase, compared with that three years ago. The most grateful contributors came from Thailand, with a doubling of expenditure and Singapore, with a 70 % rise.

As a prefecture boasting its authentic cultural atmosphere imbued with timeless romance, Yamagata Prefecture has proactively promoted its appeal to potential international tourists. Surrounded by the splendor of rugged mountains and blessed with hot springs, the prefecture has not merely rested on its laurels. In response to the growing demand for unique Japanese experiences, Yamagata has innovatively integrated digital marketing strategies to cater to the evolving overseas interest, displaying Yamagata’s allure through visually captivating images and video clips on social media platforms. Hot tourist destinations within the prefecture, such as Ginzan Hot Spring and Zao Hot Spring have been globally exposed, thus distinguishing Ginzan from other hot springs around the country. Ginzan Hot Spring’s website has emphasized its distinct character by highlighting the ineffable ambiance created by gas lamps in the darkness. The flickering flames have served as a beacon in the night, guiding visitors, casting a warm, nostalgic glow on the vintage street. The intensified focus on showcasing the enchanting ambiance of those gas lamps has attracted a highly-targeted audience of affluent international tourists. The number of visitors from Singapore and Malaysia to Ginzan and Zao hot springs has increased by over 20% in the October-December period in 2022, compared with the same period in 2019. The surge in international tourism has helped offset a decline in the number of domestic visitors, demonstrating the power of a well-executed digital marketing campaign.

Like a flickering flame of a gas lamp, hospitality service providers' state of mind is wavering as they are struggling to strike a balance between the resurgence in tourism and the shortage of labor in the hospitality industry. In rural areas, the lack of available staff to serve travelers is a significant hurdle in the recovery of tourism in rural areas. The Ministry of Finance's survey revealed a sharp decline, like a valley with a shortage of streams, in the number of employees working in the hotel and lodging sector during the October-December 2022 period, falling by 40 % compared with the same pre-pandemic period, with only 39,000 workers in total. Hospitality service providers around Ginzan Hot Spring are faced with a dual challenge, like a two-edged sword, of attracting a larger pool of applicants who consider hospitality as a rewarding career option, while preserving the gas lamp, which is symbolic of the historical settings before the advent of electricity, like an antidote to overtourism.