Will the "Night Economy" be activated for foreign tourists? Symposium held November 26, 19:41
While it has been pointed out that Japan has less entertainment that foreign tourists can enjoy at night time than overseas, a symposium was held to revitalize the night economy = "nighttime economy" and advanced examples in Japan and overseas. Was introduced.
Introducing advanced cases
The “Nighttime Economy Symposium” held in Tokyo on the 26th was co-sponsored by a private organization with the Japan Tourism Agency. Approximately 200 people, including local governments and businesses, participated.
At the symposium, first of all, Hiroshi Tabata of the Japan Tourism Agency greeted, “Japan is in a situation where you can not enjoy entertainment services at night.
Next, Mr. Milik Milan, who served as “Night Mayer” = “Mayor of the Night” in Amsterdam, the Netherlands, said, “It is necessary for governments, private businesses, and residents to work together. Public transport is moving until midnight. It ’s also important that London ’s Friday and Saturday trains run 24 hours a day in the wake of the Olympics, ”he said.
In addition, advanced examples were introduced, such as night events in Beppu City, Oita Prefecture using hot springs, and a night cruise in Dotonbori, Osaka where you can enjoy ninja shows by boat.
According to the Japan Tourism Agency, the amount of foreign tourists spending per capita has been sluggish over the past few years. By increasing the number of entertainment that can be enjoyed at night, you can expect economic benefits with food and drink.
The person in charge of the Aichi Prefecture Tourism Association who participated in the symposium said, “Aichi Prefecture has a small number of tourists from Europe and the United States. "
A successful example of Kabukicho "Robot Restaurant"
The “Robot Restaurant” in Shinjuku and Kabukicho succeeded in capturing the night demand of foreign tourists.
You can enjoy a show where robots fight, and dancers in glowing costumes dance in the dark. There are also productions where you can feel the Japanese character using swords and drums, and more than 90% of customers are foreigners.
The admission fee is 8500 yen, not including the food and drink fee, but it is 4 times a day, until midnight, every time there are 192 seats almost full.
The restaurant was able to taste sushi and bento lunch boxes, so foreign customers ordered beer and other items one after another at the break between shows.
An Australian woman said, “I enjoyed the show until the end. I spent a lot of money, but I do n’t think it ’s expensive.”
Kabukicho was said to be the biggest entertainment district in Asia, with many restaurants and customs shops, but it gradually changed and many foreign tourists visited and fashionable shops were built. It was.
However, a Greek man who had traveled to Kabukicho said, “Japan has few places where you can drink at night and enjoy culture. In your own city, you can enjoy it until 4 or 5 in the morning. I have a good rest and I want to play more. "
Night economy = “Nighttime Economy” is key
The number of foreign tourists who visited Japan last year was 31.19 million, a record high for the sixth consecutive year.
The government aims to raise foreign tourists to 40 million and raise consumption to 8 trillion yen, nearly double the current level in 2020, when the Tokyo Olympic and Paralympic Games will be held next year.
However, the problem is that there is less “entertainment” that can be enjoyed at night time than in other cities such as Europe and the United States.
The key is the night economy = "nighttime economy". It is said that it depends on how to capture the night demand of foreign tourists.
While the number of foreign tourists is increasing in Japan, the amount of money spent on travel has been stagnant for the past few years at 150,000 yen per person.
According to OECD data compiled by the Organization for Economic Cooperation and Development, the percentage of money spent by foreign tourists during their stays on “entertainment services” was 2.5% in Japan, whereas foreign tourists visited the United States. Is 12.2%, France is 11.1%, and Canada is 10.9%.
According to a questionnaire survey conducted by the Japan Tourism Agency, the number of foreign tourists experiencing entertainment and services that can be enjoyed at night is less than that of overseas tourists, and the level of satisfaction is low.
According to the white paper on tourism, “Night shows and nightlife have large needs for foreign tourists visiting Japan, but supply is insufficient” or “Night time market that has not been fully utilized until now is developed / enhanced. Is important. "
In the “World Cities Ranking” announced the other day, it was pointed out that “the weakness of Tokyo” is that there are few tourist spots at night and the quality of nightlife is poor.
According to the Japan Tourism Agency, overseas, entertainment shows and live performances starting after 8:00 pm, tours using cultural facilities such as museums and museums, and events using the entire city are gaining popularity. However, increasing the number of places that can be enjoyed at night leads to consumption accompanied by eating and drinking and accommodation, and economic effects can be expected.
On the other hand, there are challenges. There are concerns from the region that if the number of shops and facilities that open until midnight increases, it may lead to a deterioration in security, and the business side said that there are labor shortages, work style reforms, and employees can not return by train. Many people say that they do not want to extend business hours.
Some struggling facilities
Some facilities are struggling to attract foreign tourists.
“Kyobashi Edgrand” in the Kyobashi area of Chuo-ku, Tokyo has a tourist information center in the city and a supermarket that handles the world's groceries. Many foreign tourists visit during the daytime.
However, there are not many spots where foreigners can enjoy at night, and it flows to the nearby Ginza, meaning that attracting customers at night is sluggish.
If you want to attract foreign tourists during the night, the facility will extend the music event that was limited to the evening in consideration of the surrounding offices from October until after 8:00 pm. did.
In addition, using the subsidy from Tokyo, we made 5000 copies of event pamphlets with English included.
However, in all three events so far, there were only a few foreign visitors.
At this facility, it is said that in order to revitalize the “nighttime economy”, it is necessary to proceed with the cooperation of the government and the local community.
Masayuki Fujieda, General Manager of Asset Management Department 2 of the Japanese land building that manages this facility, “I feel that it is necessary to create an image of this city together with the government and local people. I want to continue, so I want to continue PR. "
Toshima Ward considers "Guide Map for the Night"
Tokyo and Toshima-ku are urgently taking measures to prepare for the Tokyo Olympics and Paralympics next year.
Toshima Ward, aiming to become an “international arts and culture city”, opened an arts and culture theater on the site of the ward office in Ikebukuro in November, and next summer, a complex facility with eight theaters in total, including Haresa Ikebukuro Is scheduled to be completed.
Since many foreign tourists are expected to visit the Olympics, we want to revitalize the city by having people who have finished the theater stay until the night.
Ayumi Miyashita, Director of Culture and Tourism, Toshima-ku, says, “I want to create a reborn Ikebukuro city where people can eat and drink at the nearby stores and have a relaxing time after the performance.”
That's why we are working on a “night guide map” for foreigners. Because there are many shops and facilities that are open during the day, we are trying to create a guide map that focuses on night time.
But there are challenges. Last year, in a demonstration experiment that enriched night sales in a shopping street, foreigners received high praise, but from the store side, there was a shortage of personnel and employees were unable to return by the end of the train. The opinion that "I do not want to extend business hours any more" accounted for 60%.
For this reason, Toshima Ward seeks an understanding of whether business hours can be extended to the extent that it is not burdened, such as by limiting the days to events such as concerts around the area.
According to Ayumi Miyashita, Culture and Tourism Manager at Toshima Ward, “Toshima Ward has changed from being“ scary ”to improving security, such as patrols with local residents and security cameras. There are many foreign tourists who go to Shibuya to play, so it is not easy to extend the store's opening hours, but I understand that revitalizing the night in the whole ward will increase the profits of the store I want to work on it so that it can be done. "
Make the best effort before the Olympics
Takaaki Umezawa, a representative of a consulting company and a member of the Tourism Agency council on nighttime economies, said, “The competition for acquiring tourists in the daytime will be more confusing, but the night will be the future market. But the nighttime economy isn't just about big cities, but in rural areas, for example, if you hold a night event at a castle, there will be a demand for accommodation. You should think nationwide that you have a chance. "
Also, for next year's Olympics, “Many travelers will come to Tokyo next year, but there are overwhelming times other than the time to go to see the competition. It ’s not enough to prepare perfect night content before the Olympics. Even if not, it will be a big point for the future tourism nation to be able to have various experiences by visitors with maximum efforts. "
On the other hand, as for the issues, we mentioned the operation hours of transportation and consensus building with residents. Mr. Umezawa said, “In Berlin, Amsterdam and New York, where nighttime economies are developing, there are situations where the transportation network is moving even at midnight and you can return to your favorite time anytime. It ’s better to have more freedom in how to use the park at night and to have various events until a little later. Complaints from neighboring residents may come out, but how to reach consensus will be important. ” It was.
About "Night Mayer" = "Night Mayor"
Milic Milan was originally an event producer and was voted “Night Mayer” = “Mayor of the Night” by the citizens of Amsterdam and has been serving for 6 years since 2012.
In the position where the mayor asks for opinions as an advisor, he is involved in producing events that open at night, promoting cooperation with private businesses and residents, and promoting measures so that the number of drunk people increases and security does not deteriorate. It has activated the night economy in Amsterdam.
This “Night Mayer” initiative has spread to New York, Paris, London, etc., and Mr. Mirik is also an adviser to Night Mayers.