Visit Japan Campaign - Capstone Project Example

The object is to analyze the potential growing international market with the scanning of the external environments, align with the vision of the prefecture and seek potential opportunities for growth. Based on the nature of its business needs, solutions and recommendations will be given accordingly.Challenge “ Visit Okinawa Program”, an inbound initiative established in 2007 with the goal of attracting 10 million tourists to Okinawa by 2016 and generating one trillion Japanese yen (approximately 37 billion US dollars) in revenue, and has since been developed as an annual initiative.

Evaluate the ten-year municipal economic development program. As 2012 will mark the launch of the next ten-year development, all aspects especially in the tourism sector will be reviewed and evaluated. Scan the environmental drivers, identifying the strengths and weakness of the future growth.Tourism is one of the fastest-growing economic sectors in the world, continuing to recover from the economic downturn of 2008 to 2009. Despite the fact that 2011 was a turbulent year with Euro Crisis, Political Unrest in the Middle East and North Africa, and the triple disaster in Japan to name a few, UNWTO World Tourism Barometer, Volume 10 issued in May of 2012 reported that in 2011, international tourist arrivals grew by 4.

6% to reach 983 million worldwide, up from 940 million in 2010 (UNWTO, 2012). Additionally, international tourism receipts reached a set record of US$1.030 trillion up from US$928 billion in 2010 (UNWTO, 2012).While Europe showed strong growth at 6%, accounting for over half of all international tourist arrivals worldwide, many thanks to visitors from China, the Middle East and North Africa experienced negative growth due to the political unrest (UNWTO, 2012). The weak Japanese outbound market slowed the growth in the Asia Pacific region.

South America, a strong feeder market at 9% growth, contributed 4% increase with the arrivals in the Americas (UNWTO, 2012).