Okinawa Tourism Convention Bureau (OCVB)
Many travelers are conscious of consideration for “tradition, industry, and the natural environment.” “Ethical Travel”, a new form of travel promoted by Okinawa [Latest information on Okinawa tourism (newsletter)]
The number of tourists from outside Okinawa Prefecture is on a recovery trend, increasing year-on-year for 23 consecutive months. ……
The Okinawa Convention and Visitors Bureau (Chairman: Yoshiro Shimoji, hereinafter referred to as OCVB) is proposing and promoting a new form of Okinawa tourism, “Ethical Travel Okinawa.”
The number of tourists from outside Okinawa Prefecture was 4,984,300 as of the end of October 2023, showing a recovery trend of
approximately 80% compared to the same period in 2019 (*1), compared to the same month last year. This is the 23rd consecutive month of increase (*2).
On the other hand, after the coronavirus pandemic, long-standing structural issues in the tourism industry such as a nationwide shortage of human resources have come to light, and the rapid increase in inbound tourism since 2000 has brought economic benefits as well as negative impacts from an excessive concentration of tourists. The impact of this is also being questioned. Against the backdrop of these various factors, “sustainable tourism,” a form of tourism that meets the needs of visitors, industries, the environment, and host communities while giving due consideration to current and future environmental, sociocultural, and economic impacts, is attracting attention. I am.
In light of this situation, Okinawa Prefecture and OCVB are promoting initiatives to create sustainable tourist destinations as “Ethical Travel Okinawa,” a “travel with the local community.”
In disseminating this message, we also collaborated with the Japan Ethical Promotion Council, a general incorporated association that carries out educational activities to spread awareness of the idea of ethical consumption in Japan. Based on the advice of Yoshiko Ikoma (representative director and chairperson of the association) and Naoki Adachi (director and vice chairperson of the association), we also organized the “idea of ethical travel content” and, together with tourism businesses in the prefecture, We are disseminating information on the tourist information media “Okinawa Monogatari.”
Furthermore, a survey was conducted at “Tourism EXPO Japan 2023 Osaka/Kansai”, which was held at INTEX Osaka from October 26th (Thursday) to 29th (Sunday), 2023, and had 148,062 visitors (figures confirmed as of November 6th). We surveyed visitors to the Okinawa booth (901 men and women in their teens to 60s) to find out what they are conscious of when traveling. The most common answer was “Eating food made with locally sourced ingredients” at 56.2%, followed by “Experiencing and experiencing local traditions (culture, performing arts, crafts, etc.)” at 52.6%.
We found that many travelers practice ethical travel in a wide range of areas, including not only consideration for the natural
environment, but also residents and traditions.
In the future, OCVB will continue to encourage travelers, tourism businesses, and Okinawans to respect each other, work together to foster and develop “Okinawa-ness” in terms of tradition, industry, and natural environment, and pass on Okinawa’s assets to the next generation. We will promote sustainable tourism “Ethical Travel Okinawa”.
About “Ethical Travel Okinawa”
《A new form of tourism in Okinawa: “A trip to spend time with the local community”》
[Image 1
Sustainable tourism that is connected, sympathized, and linked together “Ethical Travel Okinawa” aims to foster and develop “Okinawa-ness” among tourists visiting Okinawa, tourism operators, and Okinawan residents together as an initiative to create a sustainable tourist destination. Through Ethical Travel Okinawa’s efforts, we aim to maintain and develop Okinawa’s traditions, industries, and natural environment, and to achieve sustainable tourism that will lead to the growth of Okinawa Prefecture.
*Ethical means “ethical, moral”
《 Concept of ethical travel content 》
In disseminating “Ethical Travel Okinawa,” we consulted with the Japan Ethical Promotion Council, a general incorporated association that carries out awareness-raising activities on the idea of ethical consumption in Japan, and we consulted with Yoshiko Ikoma
(representative director and chairperson of the association). , we have organized the “philosophy of ethical travel content” based on the advice of Mr. Naoki Adachi (director and vice chairman of the association).
[Table 2:
*For details, please see below.
https://www.okinawastory.jp/feature/ethical_travel/business/ ■Comment from Yoshiro Shimoji, Chairman of the Okinawa Convention and Visitors Bureau (General Incorporated Foundation)
[Image 3
Starting in 2021, Okinawa Prefecture/OCVB has been working to create sustainable tourist destinations by providing tourists with an understanding of the areas they visit, from the perspective of tourism that is in harmony with the lives of the prefecture’s residents. As part of our efforts to achieve this goal, we are developing an “ethical travel” promotion.
According to a survey by Okinawa Prefecture, 93% of tourists who visit Okinawa are repeat visitors, so this initiative is aimed at increasing the satisfaction level of tourists who repeatedly visit Okinawa. At the same time, in order for Okinawa to continue to be a world-class tourist destination, it is important to take steps to maintain the appeal of Okinawa tourism and pass it on to the next generation. Please take a look at Okinawa Prefecture’s “Ethical Travel” promotion initiative aimed at creating sustainable tourist
destinations ahead of the rest of the country.
-Reference materials-
1 “Sustainable tourism region development” required for the travel industry in the future
Since 2000, the number of inbound tourists has increased rapidly, and in addition to the economic benefits, the negative effects of an excessive concentration of tourists are also being questioned. For example, various problems such as overtourism are occurring in various places, such as traffic congestion, environmental destruction, garbage problems, and poor manners. Additionally, the coronavirus pandemic has further exposed structural issues in the tourism industry, such as low productivity and a lack of human resources, which are symbolized by delays in digitalization.
Against this background, the government announced the 2023 “Tourism White Paper” on June 13, 2023
(https://www.mlit.go.jp/kankocho/content/001613736.pdf) However, it touches on these issues and states that sustainable tourism is needed through a virtuous cycle of “earning power” (added value) in the tourism sector, and it can be said that efforts are urgently needed in each region.
2 Many travelers are conscious of consideration for “tradition, industry, and the natural environment” when traveling.
The most common experience was in the “food” field at 56.2%, followed by “tradition” at 52.6%.
Targeted 901 men and women in their teens to 60s who visited the “Okinawa booth” at “Tourism EXPO Japan 2023 Osaka/Kansai” held from Thursday, October 26th to Sunday, October 29th, 2023. We conducted a survey. In response to the question, “Please select all that apply to what you are conscious of when traveling,” the most common answer was “Eating food made with locally sourced ingredients” at 56.2%. This was followed by “Experiencing and experiencing local traditions (culture, performing arts, crafts, etc.)” at 52.6%. It is becoming clear that many travelers are practicing ethical travel in a wide range of areas, including not only the natural environment, but also residents and traditions.
[Image 4
■About the Okinawa Convention and Visitors Bureau (OCVB)
[Image 5
OCVB is a public-private tourism promotion organization that works to attract tourism to Okinawa Prefecture and improve the environment for accepting tourists. In addition, as a wide-area cooperative DMO (Destination Management Organization), we will promote the continuous collection, analysis, and sharing of various data useful for tourism regional management, thereby drawing out the “earning power” of the region and self-sufficient. The role is to strengthen the tourism area management and marketing functions of the organization.
In addition to general tourists, we are developing a variety of initiatives to revitalize Okinawa’s tourism and resort industry, including attracting MICE such as international conferences, developing human resources to support the tourism industry, research projects, and providing information.
(HP URL: https://www.ocvb.or.jp/)
■About “Okinawa Monogatari”
[Image 6
https://www.okinawastory.jp/)-source-
*1 Okinawa Prefecture “R5-Summary of the number of tourists entering the area in the first half” (announced on October 25, 2020)
https://www.pref.okinawa.jp/site/bunka-sports/kankoseisaku/kikaku/statistics/tourists/documents/r5-4-9.pdf *2 Okinawa Prefecture “R5-10 Tourist Statistics Overview (Breaking News)” (published on November 27, 2020)
https://www.pref.okinawa.jp/site/bunka-sports/kankoseisaku/kikaku/statistics/tourists/documents/r5-10gaikyou-sokuhou.pdf