Status of Hokkaido Tourism

Bureau of Tourism, Depart of Economic Affairs

October 14, 2014

Change in the number of inbound tourists

(actual number) Tourists from Hokkaido and

elsewhere in Japan (10,000 people) Foreign tourists (10,000 people)

Tourists from elsewhere

in Japan

Foreign tourists

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

(FY)

Note: A new survey method was adopted in FY 2010.

Survey on the Number of Inbound Tourists in Hokkaido Tourism

Tourists from elsewhere

in Japan

Foreign tourists

Tourists from

Hokkaido

Tourists from

Hokkaido

Status and Challenges of Hokkaido Tourism

1. Change in the number of inbound tourists

Record high numbers of inbound tourists and foreign tourists to Hokkaido

The number of inbound tourists (actual numbers) decreased in FY 2011 due primarily to the 2011 Great East Japan

Earthquake and Tsunami; however, demand for tourism was back on the track to recovery in FY 2012 and demand

for tourism, both from Japan and overseas, continued to recover in FY 2013 due to gradual economic recovery,

attracting 53.1 million tourists (up 4.2% from the previous year). The number is a record high, surpassing 51.49

million tourists in FY 2009 (though calculation methods differed between FY 2009 and FY 2013).

Although the number of foreign tourists to Hokkaido has been on the rise, the number decreased in FY 2011.

However, the number of foreign tourists to Hokkaido has been recovering due primarily to the start of new

international regular flight services and the depreciation of the yen in FY 2012, as well as easier procedures to obtain

visas for tourists from South Asian countries and an increase in international regular flights in FY 2013. In that fiscal

year, the number of foreign tourists to Hokkaido reached 1,153,100 (up 45.9% from the previous year), a record high,

which means that the number surpassed 1 million for the first time in a fiscal year and accounted for approximately

10% of the total foreign tourists to Japan (10.98 million).

Number of foreign tourists to Hokkaido (by country/region)

Taiwan

China

South Korea

Hong Kong

Thailand

Singapore

Australia

Others

FY 2009

Taiwan

China

Taiwan

Hong Kong

Singapore

Others

(unit: people)

Note: A new survey method was adopted in FY 2010. Survey on the Number of Inbound Tourists in Hokkaido

Tourism

FY 2010

FY 2011

FY 2012

China

China

China

China

S. Korea

S. Korea

Hong Kong

Hong

Kong

Hong Kong

Hong Kong

Taiwan

Taiwan

Taiwan

Taiwan

S. Korea

S. Korea

S. Korea

Singapore

Singapore

Singapore

Singapore

Australia

Australia

Australia

Australia

Australia

Others

Others

Others

Others

Thailand

Thailand

Thailand

Thailand

Thailand

Number of tourists to Hokkaido by season, etc. (total number)

10,000 people (total)

10,000 people

(staying; foreigners)

Total

Foreigners

June to Sept.

67.1 mil.

Dec. to Mar.

1.66 mil. (staying)

June to Sept.

1.18 mil. (staying)

Dec. to Mar.

27.92 mil.

Apr. May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar.

Survey on the Number of Inbound Tourists in Hokkaido Tourism (FY 2013)

Strongly emerging Asian region

The number of foreign tourists to Hokkaido by country/region indicates that tourists from Taiwan are the largest,

followed by those form China, South Korea, Hong Kong and Thailand in this order. Tourists from Taiwan reached a

record high in FY 2013 due to better access to local airports through international regular and chartered flights and

tourists from Thailand increased 167% from the previous year due to easier procedures for visa requirements and the

increase of direct flights to Hokkaido

Concentration of tourists in summer

Approximately half of the total yearly inbound tourists (131.79 million) come to Hokkaido in summer (June to

September) and this number of tourists accounts for about 20% of the total. Meanwhile, the number of foreign tourists

to Hokkaido indicates that there are two peaks – one in summer and the other in winter.

Male

Female

By gender

10’s

20’s

30’s

40’s

50’s

60’s

70’s

Tohoku

Kanto

Tokai

Hokuriku/Koshinetsu

Kinki

Chugoku/Shikoku

Kyushu/Okinawa

FY2011 Survey on the Trends and Satisfaction of Tourists

By age

By residential area

Change in the types of trips (tourists to Hokkaido)

FY 2002

Married couple

Family trip (inc. honeymoons in 2002 and 2007

*The 2011 Survey was compiled based on valid responses only; therefore, FY 2002 and 2007

survey data were recompiled using valid responses (excluding “unknown”). FY2011 Survey on the Trends and

Satisfaction of Tourists

FY 2007

FY 2011

With children With other family/families

(e.g., relatives)

(With friends/colleagues,

for business, etc.)

Group trip Others Solo trip

2. Trends of Tourists Attributes of tourists to Hokkaido

Concerning the number of tourists to Hokkaido, men and women account for 47.5% and 52.5% (5% larger than men),

respectively. In terms of age, 50’s or older accounts for 45.4% (almost half). In terms of residential area, tourists from

Kanto account for 46.8%, much more than any other area.

Family trips account for the largest share

In terms of the types of trips, family trips account for 56.8% (the largest share) and the share of group trips account

for 27.2%, indicating a decreasing trend. Solo trips account for 13.5%, indicating a slight increase.

Itinerary (tourists to Hokkaido)

Day trip

Overnight

Three days and

two nights

FY 2002

FY 2007

FY 2011

Four days and

three nights

Five days and

four nights

Six days and five nights or

longer

*The 2011 Survey was compiled based on valid responses only; therefore, FY 2002 and 2007

survey data were recompiled using valid responses (excluding “unknown”).

FY2011 Survey on the Trends and

Satisfaction of Tourists

Frequency of trips to Hokkaido

First time

2 to 4 times

5 times or

more

FY 2002

FY 2007

FY 2011

*The 2011 Survey was compiled based on valid responses only; therefore, FY 2002 and 2007

survey data were recompiled using valid responses (excluding “unknown”).

FY2011 Survey on the Trends and

Satisfaction of Tourists

Increase of extended stay tourists

In terms of the itinerary of tourists to Hokkaido, they stayed for a shorter time in FY 2007 than previous years.

However, extended stay tourists increased in FY 2011, indicating that four days and three nights account for 27.0%,

five days and four nights for 12.0%, and six days and five nights or longer for 16.7%.

“Repeaters” account for 80%

Concerning the number of tourists to Hokkaido, “repeaters,” regular tourists who visited the prefecture in the past,

accounted for more than 80%. “Hokkaido fans,” who visited Hokkaido 5 times or more, accounted for more than 40%.

Change in the purposes of trips (tourists to Hokkaido)

Nature appreciation

FY2011 Survey on the Trends and Satisfaction of Tourists

FY 2002

FY 2007

FY 2011

Hot springs/recreation

Specialty shopping/

drinking and eating

Theme/amusement parks

Participation in or

observation of events

Participation in or

observation of sport and

cultural activities

Driving

Participation in or

observation of sport and cultural activities

Others

Hokkaido

Okinawa

Destinations to which you would like to go according to tour types

2013 Trends of Tourists, Japan Travel Bureau (JTB)

Overall

Hokkaido

Hokkaido

Hokkaido

Hokkaido

Hokkaido Hokkaido

Hokkaido

Hokkaido

Hokkaido

Hokkaido

Okinawa

Okinawa

Okinawa

Kyoto Kyoto

Kyoto

Tokyo

Tokyo

Tokyo

Kagoshima Kagoshima

Kagoshima

Kagoshima

Kyoto

Kumamoto

Oita

Kanagawa

Gunma

Shizuoka

Osaka

Wakayama

Wakayama

Wakayama

Hyogo

Kanagawa

Nagano

Niigata

Canada

Switzerland

Nara

Akita

Kumamoto

Canada

Australia

U.S. (continental)

U.S. (continental)

U.K.

Iwate

Peru

Toyama

Tokushima

Latin America

Nagano

Nature appreciation Hot springs Zoos/aquariums

Dining Skiing Flower appreciation Appreciation of nature

phenomena

Hidden scenic spots World heritages (domestic) Long stay

Diversified purposes of trips

The purposes of trips to Hokkaido are diversified (e.g., nature appreciation, hot springs/recreation, shopping/drinking

and eating, theme/amusement parks), and the ratios of these categories differ from year to year.

The 2013 Trends of Tourists, which was compiled by the Japan Travel Bureau, indicates that Hokkaido ranks top

in the categories of “nature appreciation” (looking around nature and scenic spots) and “dining trips” (eating delicious

food), leaving other areas far behind as the favorable destination. “Nature” and “food” are believed to continue to

attract tourists as the major factors of their preference.

Use of package tours (tourists to Hokkaido)

FY 2002

*The 2011 Survey was compiled based on valid responses only; therefore, FY 2002 and 2007 survey

data were recompiled using valid responses (excluding “unknown”).

Package tour

(designated route

trip)

Package tour

(with free plans,

etc.)

Non-package tour

Survey on the Trends and Satisfaction of Tourists

FY 2007

FY 2011

Railroad Sightseeing bus Route bus Rental car Taxi Private car Motorcycle and others

Major means of travel (tourists to Hokkaido)

*The 2011 Survey was compiled based on valid responses only; therefore, FY 2002 and 2007

survey data were recompiled using valid responses (excluding “unknown”).

Survey on the Trends and Satisfaction of Tourists

FY 2002

FY 2007

FY 2011

Decrease in the users of package tours

Tourists who used package tours with designated routes decreased by half, 39.4% in FY 2002, to 19.8% in FY 2011.

Meanwhile, tourists who did not use package tours increased to 45.3% in FY 2011.

Change in means of travel

The share of sightseeing (chartered) buses decreased by about half, 21.0% in FY 2011, from 41.5% in FY 2002 in

the category of the major means of travel. Meanwhile, the share of railroads accounted for a record high 29.3% in

FY 2011, indicating a change in the means of travel reflecting an increase in trips with a small number of participants.

Source of information on trips (tourists to Hokkaido)

Travel agency

Travel magazine

Guidebooks

(pamphlets)

*A maximum of three options and two options were selected in the FY 2011 Survey and the FY 2002 to 2007 surveys, respectively. Therefore, the percentages of the responses are re-calculated using the total responses as

the parameter.

FY 2002

FY 2007

FY 2011

Survey on the Trends and Satisfaction of Tourists

Internet

(mobile phone)

Accommodation arrangement (tourists to Hokkaido)

Young age

(10’s to 20’s)

Site for booking

trips

Site of the

accommodation

Site of travel

agency

Telephone

Other methods

No advance

arrangement

FY 2011Survey on the Trends and Satisfaction of Tourists

Middle age

(30’s to 50’s)

Senior age

(60’s or older)

More frequently used trip arrangement methods using the Internet

Trip arrangement methods using the Internet account for more than 50% in the categories of young age (10’s to 20’s)

and middle age (30’s to 50’s), as well as more than 40% in the senior age (60’s or older) category. The fact indicates

that the use of the Internet has become more important.

The Internet has become more important as a source of information on trips

The share of the Internet greatly increased as a source of information on trips from 10.1% in FY 2002 to 27.2% in

FY 2011. Meanwhile, the share of travel agencies decreased from 32.4% to 13.5% during that period.

Note: For tourists from Hokkaido in the 1st to 4th surveys consumption value per household was adopted. The

5th survey used a different estimation method from the estimation methods for the 1st to 4th surveys

Tourist from Hokkaido (per capita)

Tourists from elsewhere in Japan

(per capita)

Foreign tourist (per capita)

(yen)

1st survey 2nd survey 3rd survey 4th survey 5th survey

Survey period

1st survey:

Oct. 1988 to Sept. 1989

2nd survey:

Oct. 1993 to Sept. 1994

3rd survey:

Jan. 1999 to Dec. 1999

4th Survey:

July 2004 to June 2005

5th survey:

July 2009 to June 2010

Survey on the Economic Effects of the Tourism Industry in Hokkaido

Tourism consumption

Unit tourism consumption

In terms of the amount spent by a tourist per trip, tourists from Hokkaido spent ¥13,271, tourists from elsewhere in

Japan spent ¥69,670, and foreign tourists to Hokkaido spent ¥122,128.

Change in the number of accommodation facilities and capacity of guests (Unit: facility, person, guest night)

FY 2008 FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2013/08

Hotel

Japanese inn

Common

lodging houses

Capacity

No. of facilities

Capacity

No. of facilities

Capacity

No. of facilities

Capacity

No. of facilities

Capacity

No. of facilities

Capacity

No. of facilities

Capacity

No. of facilities

Capacity

No. of facilities

In urban areas

In urban areas

In urban areas

In urban areas

Total

*1 Urban areas: 7 cities (Sapporo, Otaru, Hakodate, Asahikawa, Abashiri, Obihiro and Kushiro)

*2 FY: as of end of March

Food Sanitation Division, Bureau of Health and Safety,

Department of Health and Welfare, Hokkaido

Category

Class I Director-General,

Japan Travel Agency

Hokkaido

Governor

Agent-organized trips in Japan and overseas

Tailor-made trips in Japan and overseas

Arranged trips

Sale by agent based on outsourcing agreement

Agent-organized trips in Japan Tailor-made trips in Japan and overseas Arranged trips

Sale by agent based on outsourcing agreement

Agent-organized trips in Japan (area-based) Tailor-made trips in Japan and overseas Arranged trips

Sale by agent based on outsourcing agreement

Agent-organized trips in Japan (area-based) Tailor-made trips in Japan (area-based) Arranged trips (area-based)

Sale by agent based on outsourcing agreement

Sale by agent based on outsourcing agreement

Hokkaido District Transport Bureau (MLIT)/Tourism Bureau,

Department of Economic Affairs, Hokkaido Government *FY: as of end of March

*Area-based travel business has been implemented since FY 2013.

Travel agencies that have principal offices in Hokkaido

Hokkaido

Governor

Hokkaido

Governor

Hokkaido Governor

Class II

Class III

Reg. category

Area-based

Agency

Reg. agency Range of business FY 2011 FY 2012 FY 2013

Total

3. Status of the Tourism Industry Lodging industry

As of March 2014, the number of hotels, Japanese inns and common lodging houses in Hokkaido certified by the

Inns and Hotels Act is 4,808. A statistic survey on trips with accommodations conducted by the Japan Tourism

Agency indicates that the number of accommodation facilities with 10 or more employees is 652 (as of January

2014). This means that more than 80% of accommodation facilities are small ones with 9 or fewer employees.

In comparison with the FY 2008 survey, hotels increased by 3.2% in the number of facilities and 7.0% in terms of

capacity; Japanese inns decreased by 12.7% and 11.5%, respectively. In total, hotels and Japanese inns decreased by

2.2% and 3.5%, respectively.

Travel agencies

The number of register travel agencies that have principal offices in Hokkaido is 304 as of the end of March 2014,

slightly increasing from the previous fiscal year.

Railroad/track

JR

Ship and vessel

Automobile

Airline

Total

FY 2008 FY 2009

FY 2010

FY 2011

FY 2012

(1,000 people)

2012/2007

FY 2007

Change in passengers transported by means of transportation (in Hokkaido)

JR

Ship and vessel

Airline

Total

FY 2007

FY 2008

FY 2009

FY 2010

FY 2011

FY 2012

2012/2007

Transportation in numbers in Hokkaido (Hokkaido District Transport Bureau)

(1,000 people)

Change in passengers transported by means of transportation (between Hokkaido and elsewhere in Japan)

Change in transportation by airplanes (major airports in Hokkaido – Tokyo (people)

No. of

passengers

transported

No. of seats

provided

Seat occupancy

rate

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2911 2012 2013

*Major airports: New Chitose, Kushiro, Hakodate, Asahikawa, Memambetsu and Obihiro Annual Statistic Report of Air Transportation, Ministry

of Land, Infrastructure, Transport and Tourism

(FY)

No of operators

No of vehicles

Travel distance

(vehicle, 1,000 km, 1,000 people)

FY 2007

Business results by chartered bus

Transportation numbers in Hokkaido (Hokkaido District Transport Bureau)

No. of passengers

FY 2008 FY 2009 FY 2010 FY 2011 FY 2012 2012/2007

Passenger transport industry

In comparison with FY 2007, the number of passengers transported inside Hokkaido decreased in FY 2012 for all

means of transport except JR Hokkaido (slight increase). The number of passengers transported between Hokkaido

and elsewhere in Japan decreased for JR Hokkaido, ships and vessels, and airlines.

The results of air transport by major airports in Hokkaido shows that the number of passengers transported

between Hokkaido and Tokyo had decreased in the past several years, but the number has increased since FY 2012.

Status of chartered buses

In comparison with FY 2007, the number of bus service operators remained almost the same in FY 2012, but the

number of vehicles, travel distance and the number of passengers decreased by 6.2%, 20.0% and 8.3%, respectively,

over that period