Analytical Report: Tourism Trends and Strategies in Shimane Prefecture, Japan
Population: 665.205 (2021)
Capital: Matsue
Area: 2,590 mi² (6,708 km²)
Introduction:
Shimane, situated in the western part of Japan’s main island, Honshu, is one of the nation’s 47 prefectures. Despite possessing a unique cultural heritage, picturesque landscapes, and authentic local traditions, Shimane faces challenges in attracting foreign tourists, particularly due to its perceived rural nature, low population, and a higher proportion of elderly residents compared to other prefectures.
Tourism Growth and Deceptive Figures:
From 2010 to 2019, Shimane experienced a remarkable 336% increase in foreign tourist numbers, surpassing the overall Japanese growth rate of 270%. While this might suggest positive momentum, a closer examination reveals a nuanced reality. In 2019, Japan hosted 31,882,049 foreign tourists, equating to 253 tourists for every 1000 citizens. Applying this ratio to Shimane would imply approximately 171,000 foreign visitors, yet the actual figure stood at 98,093.
Infrastructure Challenges:
Shimane’s tourism potential is hindered by its lagging infrastructure. Notably, the absence of a Shinkansen connection and international flight options diminishes accessibility. The low population also contributes to a deficiency in public transportation, necessitating a reliance on personal vehicles for exploration.
Low Starbucks rating — With only four Starbucks establishments present, signaling a limited influx of foreign tourists to the area.
Visitor Demographics and Targeted Focus:
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Shimane’s foreign tourist landscape is notably dominated by East Asian visitors, with Taiwanese tourists leading at 20–30%, followed by individuals from Hong Kong, South Korea, and China. In response, the prefecture’s PR teams are redirecting their efforts toward Taiwan, recognizing it as a key market for potential growth.
Tourism Promotion Strategies:
Shimane Prefecture is actively implementing a range of strategies to enhance its appeal to foreign tourists and stimulate tourism growth:
Cultural and Historical Promotion:
- Emphasis on showcasing Shimane’s rich cultural and historical heritage, featuring ancient shrines, traditional festivals, and iconic sites like Izumo Taisha.
Nature and Outdoor Activities:
- Highlighting the prefecture’s natural beauty, including scenic landscapes, hot springs, and opportunities for outdoor activities such as hiking and cycling.
Local Cuisine Promotion:
- Showcasing and promoting local cuisine and unique food specialties to encourage visitors to indulge in the region’s flavors and culinary traditions.
Events and Festivals:
- Organizing and promoting events, festivals, and cultural activities to attract tourists during specific seasons and enhance overall visitor experiences.
Collaboration with Travel Agencies:
- Actively engaging with travel agencies and tour operators to include Shimane in their itineraries and packages, fostering collaboration for mutual benefit.
Infrastructure Development:
- Strategic investments in tourism-related infrastructure improvements, including transportation, accommodations, and tourist-friendly facilities to enhance overall visitor experience.
Online Presence:
- Leveraging online platforms and social media to broaden reach and effectively showcase the diverse attractions and experiences available in Shimane.
Cultural Exchanges:
- Actively participating in cultural exchange programs to cultivate a welcoming environment for international visitors, promoting cross-cultural understanding.
Conclusion:
While Shimane Prefecture grapples with challenges such as infrastructure limitations, the strategic initiatives outlined above position it on a trajectory towards sustainable tourism growth. By leveraging its cultural richness, natural beauty, and targeted promotional efforts, Shimane has the potential to enhance its appeal and become a sought-after destination for a diverse range of international tourists.
Sources:
stats-japan.com
statistics.jnto.go.jp
