Japan has made Tourism part of its growth strategy, and hopes for increased exchanges between Japanese people and foreigners. The tourism industry plays a major role in Japan’ s economic growth, involving a broad range of industries in revitalizing tourism in the areas of Japanese domestic tourism, outbound Japanese tourism to other countries, and inbound foreign tourists visiting Japan. These awards recognize those who contribute to the development and expansion of the tourism industry, adding synergistic effects to the “JATA Tourism EXPO Japan,” while also giving recognition to exceptionally sustainable initiatives by associations, organizations, and companies in Japan and overseas. These awards utilize this event as an opportunity to pursue the goal of spreading the word and educating others about the efforts to make “Tourist Destination: Japan” a reality both domestically and internationally.
The theme for 2017 is “Actualization of social development through sustainable tourism.” Speciﬁcally, for the domestic and inbound business, we will be focusing on the “stimulation of society through regional tourism which includes Destination Management Organization (DMO),” and similarly for the outbound industry, we will give weight to “new demand creation and promotional activities.”