Tourism Policies and Measures Cultural Heritages …

Tourism Policies and Measures Utilizing Cultural Heritages in Takamatsu City 15 May 2015 Hideki Yoshimine Tourism Exchange Section, Culture, Tourism, ...

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Philippines-Japan Local Administration Seminar 2015

Tourism Policies and Measures  Utilizing Cultural Heritages in  Takamatsu City 15 May 2015 Hideki Yoshimine Tourism Exchange Section, Culture, Tourism, and Sports Department, Creative City Promotion Bureau, City of Takamatsu Page 1 of 62

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The order of todays’ presentation 1 Introducing Takamatsu City 2 Introducing tourism policy leveraging cultural heritage (1) The city’s plans and vision (2) Taking another look at and utilizing what exists (3) Selling stories (4) Combining with “soft content” (5) Hints for drafting new policy 3 Summary (future developments) Page 2 of 62

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1 Introducing Takamatsu City 2 Introducing tourism policy leveraging cultural heritage (1) The city’s plans and vision (2) Taking another look at and utilizing what exists (3) Selling stories (4) Combining with “soft content” (5) Hints for drafting new policy 3 Summary (future developments) Page 3 of 62

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Takamatsu City

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View of the city center from the south. Page 5 of 62

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City Demographics ・Population 419,381 people 2 ・Area 375.23 Km ・City’s general account budget Approximately 160 billion yen

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Access The entryway to Shikoku

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A rich lifestyle and culture cultivated by the Seto Inland Sea

Setonaikai National Park Designated as Japan’s first national park in 1934 Page 8 of 62

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German geographer Ferdinand von Richthofen (who coined the name “Silk Road”) praised this elegant scenery, saying, “I suspect there is no more beautiful place on earth” Page 9 of 62

Traditional industry Since the early modern period industries have developed under the patronage of the feudal lords, including bonsai, lacquer ware, and Aji-ishi stone. In particular, Takamatsu City produces 80% of Japan’s bonsai pine trees.

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A rich food culture ・Sanuki Udon ・Fresh seafood Etc.

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A perfect harmony of urban functionality and nature Coexistence between modern facilities and historical buildings

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・The town was first created around the 12th century. It developed as a castle town from the 16th century, when a military commander built a castle there. ・Takamatsu is currently the prefectural capital and is a central administrative city for Shikoku ・Abundant nature including the Seto Inland Sea (with many beautiful islands and quiet waves), 1,000meter class mountains, and more ・A perfect harmony of urban functionality and abundant nature ・A climate with little temperature variation throughout the year and a small amount of precipitation Page 13 of 62

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1 Introducing Takamatsu City

2 Introducing tourism policy leveraging cultural heritage (1) The city’s plans and vision (2) Taking another look at and utilizing what exists (3) Selling stories (4) Combining with “soft content” (5) Hints for drafting new policy 3 Summary (future developments) Page 14 of 62

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Challenges facing the city Dealing with the declining population, low birth rate, and ultra-aging society Population of Takamatsu City

Age 65 and over Age 15 to 64 Age 14 and under Total

Increasing the number of visitors ⇒ Tourism-focused urban development Page 15 of 62

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Fifth Takamatsu City Comprehensive Plan “Takamatsu, a city in Seto with culture and sparkling light”

Creative City Promotion Vision In particular, we will create vitality in the cultural realm. We will promote policy in a unified way including industry, manufacturing, tourism, culture, sports, etc.

Takamatsu Tourism Promotion Plan “A city I want to visit and am glad I visited” Page 16 of 62

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1 Introducing Takamatsu City

2 Introducing tourism policy leveraging cultural heritage (1) The city’s plans and vision

(2) Taking another look at and utilizing what exists (3) Selling stories (4) Combining with “soft content” (5) Hints for drafting new policy 3 Summary (future developments) Page 17 of 62

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The Seto Inland Sea has supported our lives and culture. We will recognize anew the value of things that seem only natural to us. Page 18 of 62

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Bringing vitality to the islands through the power of contemporary art

Art Setouchi Setouchi Triennale Page 19 of 62

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Intent Based on our desire to see the smiling faces of the elderly men and women who live on the islands, tourism (in which people visit the islands) must be connected to the happiness of the islanders. We also want this art festival to be connected to the islands’ future prospects. This refers to “Restoration of the sea,” the goal we have set from the first stage of this project. As the world becomes more globalized, efficient, and homogenized, the population of the islands is decreasing and aging. The decline of regional vitality is also remarkable, and the islands are losing their distinctiveness. We want to regain the vitality of the islands in the Seto Inland Sea, where the beautiful natural world and humans mix and live in harmony. We put on Art Setouchi with the aim of making Setouchi into an “ocean of hope” for all regions in the world. Page 20 of 62

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Concept We will clarify the resources of the region and create new value by utilizing what already exists.

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A new art festival style ・Using art as a guide to tour the beautiful Seto Inland Sea by boat. ・Experiencing art that can only be produced on individual islands, and is merged with the island's nature and culture. ・Communication between islanders and volunteer supporters

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3rd Art Setouchi (2016) Spring: May 20 – April 17 29 days Summer: July 18 – September 4 49 days Autumn: October 8 – November 6 30 days Total length 108 days

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In 2016, the venues (of the 3rd Art Setouchi) will include 12 islands and two ports Okayama prefecture Inujima

Teshima

Uno Port

Shodoshima

Naoshima

Ogijima Honjima

Takamijima

Oshima

Megijima

Shamijima

Takamatsu Port

Awahima

Kagawa prefecture

Ibukijima

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Jaume Plensa “Ogijima's Soul” Photo: Osamu Nakamura Page 25 of 62

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Takahito Kimura “Sea Gull's Parking Lot”Page Photo: Osamu Nakamura 26 of 62

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ONBA FACTORY “ONBA FACTORY” Photo: Osamu Nakamura Page 27 of 62

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Leandro Erlich “Presence of absence” Photo: Osamu Nakamura Page 28 of 62

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Funjo Hagetaka “20th Century Recall” Photo: Osamu Nakamura Page 29 of 62

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Results of the previous Art Setouchi (2013) ・Number of visitors Total 1,070,368 people ・70% women, 30% men ・Visitors from outside the prefecture 61.3% Visitors from inside the prefecture 36.1% ・There were many visitors from Taiwan, South Korea, France, and Hong Kong. Page 30 of 62

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Results of the previous Art Setouchi (2013) 90% of people evaluated the festival as good in a comprehensive way Neither Bad

Not very good

Very good

Somewhat good

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Results of the previous Art Setouchi (2013) 80% of people responded that they would like to come again I don’t I don’t know know

I won’t come again

I won’t come again

I probably won’t come I probably won’t come again again

I definitely want to I definitely want to comecome again again

want to I want Icome to come again again

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Changing number of tourists to Megishima (Onigashima) 250,000 200,000

Art festival

Art festival

150,000 100,000 50,000 Pax

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2008 Oniga鬼ヶ島 47,950 shima

2009 2010 2011 89,298 221,608 80,431

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2012 2013 95,351 190,444

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1 Introducing Takamatsu City

2 Introducing tourism policy leveraging cultural heritage (1) The city’s plans and vision (2) Taking another look at and utilizing what exists

(3) Selling stories (4) Combining with “soft content” (5) Hints for drafting new policy 3 Summary (future developments) Page 34 of 62

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Yashima, an island of historic landmarks and natural monuments ・Is home to mesas (unusual geographical features) and approximately 140 species of birds and rare insects ・Location of a battle between the Minamoto and Taira Clans that took place in the 12th century ・A great deal of historical heritage designated by the national government Page 35 of 62 35

Fantastic viewing spots The evening landscape from the mountain’s summit has been chosen as one of Japan’s 100 Most Beautiful Sunsets.

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Historical tales Genpei War (1180 – 1185) This fight between the Minamoto and Taira Clans took place at various locations throughout Japan. One of the major battles was fought at Yashima, which is known for memorable episodes having to do with a fan and bow. Page 38 of 62

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南無八幡大菩薩・・・ 願わくばあの扇の真ん中を 射させ給え Famous scene: shooting at the fan A small boat with a beautiful woman was launched by the Taira army, which cried out that the Minamoto Clan should try to shoot a fan on the end of a pole. Nasuno Yoichi, a skilled archer, skillfully shot the fan. His arrow fell into the ocean and the fan flew Page 39 of 62 39 into the sky.

Famous scene: Yoshitsune drops his bow in the ocean Yoshitsune dropped his bow into the sea during the fierce fighting. As the enemy attacked, the soldiers attempted to stop Yoshitsune from retrieving his bow. But Yoshitsune said, “If this weak bow was picked up by the enemy, they would scoff at this bow belonging to a Minamoto general, and I would be disgraced forever.” He Page 40 of 62 40 picked it up and then returned.

Selling stories Introducing historic sites in an integrated manner

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Transforming historical tales into digital art Digital images of the famous shooting the fan scene from the Genpei War were projected on a water screen (20 x 40 meters) made from ocean water spouting into the air in the Seto Inland Sea

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The event

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Discovering and utilizing new historical landmarks Castle wall from a Korean-style fortress built in the 7th century have been discovered. They are currently being excavated, and the castle wall are being restored in order to open them to the public.

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1 Introducing Takamatsu City

2 Introducing tourism policy leveraging cultural heritage (1) The city’s plans and vision (2) Taking another look at and utilizing what exists (3) Selling stories

(4) Combining with “soft content” (5) Hints for drafting new policy 3 Summary (future developments) Page 45 of 62

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Hospitality by Craftsmen Industry, crafts, food, and music at the Hiunkaku, a National Important Cultural Property

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Hiunkaku This building was constructed during the Edo Period as a place to govern and for feudal lords to reside. It was demolished at one time due to deterioration, after which more than three years were spent rebuilding it. The design skillfully blends traditional and Western-style technologies.

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Bonsai

Lacquer ware

Washoku (Japanese cuisine)

Aji-ishi stone Glass

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The audience viewed performances by craftsmen while enjoying cuisine that fused Washoku (which has been registered as UNESCO Cultural Heritage) and Italian food. Page 49 of 62 49

An Aji-ishi stone craftsman explained his feelings about his work to the audience. This was also a valuable opportunity for the Page craftsmen to directly feel the responses of the 50 of 62 50 audience members.

Developments in overseas countries (Bangkok, Thailand)

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1 Introducing Takamatsu City

2 Introducing tourism policy leveraging cultural heritage (1) The city’s plans and vision (2) Taking another look at and utilizing what exists (3) Selling stories (4) Combining with “soft content”

(5) Hints for drafting new policy 3 Summary (future developments) Page 52 of 62

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1) Taking another look at and utilizing what exists We will place importance on an external point of view. Things that seem only natural to locals appear fresh to the eyes of visitors.

2) Selling stories It is important to have new realizations regarding stories that have been carefully passed down in the region. Visitors want to learn about stories that only exist here.

3) Combining with “soft content” Rather than just viewing something, it is essential to combine viewing with encounters and experiences. People remember encounters with other people and experiences. Page 53 of 62 53

1 Introducing Takamatsu City 2 Introducing tourism policy leveraging cultural heritage (1) The city’s plans and vision (2) Taking another look at and utilizing what exists (3) Selling stories (4) Combining with “soft content” (5) Hints for drafting new policy

3 Summary (future developments) Page 54 of 62

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The national government is aiming to increase the number of inbound tourists to 20 million by 2020, when the Olympic Games and Paralympic Games will be held in Tokyo. Number of foreign tourists visiting Japan

Reached 10 million people for the first time in history

Highest annual number so far

Beginning of the Visit Japan campaign

2003

2004

2005

2006

2007

Excerpted from the Japan Tourism Agency website

2008

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2009

2010

2011

2012

2013

Note) Numbers from 2012 and earlier are definite values; the number for 2013 is a provisional figure 55 Source: Japan National Tourist Organization (JNTO)

Takamatsu City will take this opportunity to make efforts to acquire more inbound tourists ・Further cultivating tourism content that makes use of cultural heritage, etc. ・Sharing information about appealing foods that will inspire people to stay ・Promoting the creation of Wi-Fi spots and foreignlanguage informational signs ・Promoting the establishment of tax-free shops ・Attracting Meeting, Incentive, Convention, and Exhibition (MICE) travelers Page 56 of 62

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Who will carry out tourism-focused urban developments? Page 57 of 62

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It is important for the government, private enterprises, citizens, and other related parties to recognize the roles played by each. Food service business operators

Accommodation business operators

Transportation business operators

Commerce and industry business operators

Government

Universities/ NPOs

Citizens

A structure for sharing information about individual initiatives, as well as cooperation and collaboration, is 58 required. Page 58 of 62

In the Busshozan region (known for its connections to the Matsudaira Clan of the Takamatsu Domain), residents of the region are playing a central role in urban development that leverages the old townscapes. It is important that the government provide indirect support for actions of this type. Page 59 of 62

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Takamatsu Tourism-focused Urban Development Network initiatives Promoting initiatives through collaboration and information sharing between various involved parties Cultivating human resources that are in charge of tourism that produces collaboration

Holding workshops, etc.

Creating actions Holding workshops, etc.

New services, etc.

Actions (projects)

Determining themes, understanding progress, advice

Takamatsu Tourism-focused Urban Development Network Composed of the Takamatsu City Tourism Exchange Section and parties involved in Page 60 of 62 tourism in various fields

The official blog site

ART CITY TAKAMATSU http://www.art-takamatsu.com/ Check it  out! Page 61 of 62

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Thank you for your attention.

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