1. OKINAWA PREFECTURAL GOVERNMENT JAPAN Current State of Tourism & MICE industry in OKINAWA Sep 29, 2011 1

2. Contents 1.Outline of OKINAWA ・ Geography, Climate, Population, etc 2.The Transition of Tourism in OKINAWA ・ Numbers of visitors, tourism revenue ・ Economic impact ・ Monthly fluctuation, Repeat visitors, Average length of stay, Satisfaction level 3.MICE Industry in OKINAWA ・ Legal position of Mice industry development ・ Numbers of Convention and Participants ･ Results & Plan for the Future ・ Advantage of Okinawa MICE ・ OKINAWA 21 st -Century Vision 2

3. 1 Outline of OKINAWA JEJU OKINAWA 3

4. Japan Climate: Subtropical Maritime Climate (Average Annual Temperature: 23 ˚C) Population : Approx. 1.38 million Birthrate: 1.72 (nation’s highest) Youth Population: 19.0% (nation’s highest) Population Growth: 0.78% (nation’s highest) Okinawa 4

5. Incoming tourists from outside Okinawa in 2010: About 5.86 million, a 3.6% increase from the year before (From Japan: 5.57 million, a 3% increase) (From Abroad: 280,000, a 24% increase) *Most in history *From Japan’s Mainland Recovery from damage caused by the influenza and recession *From Abroad Increasing regular flights from Hong Kong and charter flights from Taiwan, China and other regions/countries. ・ Number of Tourists (Outline) 5 2 The Transition of Tourism in OKINAWA

6. ・ Comparing Numbers of Visitors with Tourism Revenue 6

7. ・ Number of International Visitors 7

8. ・ Foreign Visitors by Routes (Persons) 8

9. ・ Changes in Individual Expenditure 2010 \69,515(+0.6%) 9

10. ・ Economic Impacts Individual Tourism Expenditure $441.8 billion Effect of Economic Influence $661.6 billion Tourism GDP : \169.7 billion (4.6% of all manufacturing) *2.1% of all Japan 10

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12. ・ Monthly Fluctuation in the Number of Tourists (Thousand Persons) 12

13. ・ Repeat Visitors 13

14. ・ Average Length of Stay 14

15. Satisfaction 191.8% 2 Kochi86.5% 3 Aomori 84.3% 4 Kyoto 83.5% 5 Hokkaido 83.3% 6 Nagasaki 83.1% 6 Kagoshima 83.1% 8 Kumamoto 81.9% 8 Oita 81.9% 10 Akita 81.6% Hospitality 1 50.1% 2 Kagoshima 37.4% 3 Aomori 35.2% 4 Kochi 33.5% 5 Akita 32.7% 6 Miyazaki 32.5% 7 Nara 32.4% 8 Gifu 31.4% 9 Oita 30.9% 10 Yamagata 30.4% Souvenirs 1 68.9% 2 Kyoto 58.8% 3 Nagasaki 57.4% 4 Hokkaido 56.2% 5 Kagawa 54.4% 5 Kagoshima 54.4% 7 Aomori 53.0% 8 Kochi 52.9% 9 Akita 56.6% 10 Ehime 49.0% The private survey on domestic market says “Okinawa is the best!” Okinawa Jalan research center survey (2007) Okinawa 15

16. ・ Satisfaction Level (FY2009) Overall Impression: 96% of tourists are satisfied Top three aspects ranked “highly satisfactory” 1 Beautiful sea of Okinawa 54% 2 Sports & leisure 47% 3 Hotel Facility 42% Top two aspects ranked “highly unsatisfactory” 1 Traffic manners 9% 2 Traffic congestion 8% 16

17. ・ Tourism in 2011 Monthly Transition in the Number of Tourists (2007 ~ 2011) (Thousand Persons) 17

18. [Challenge] ・ Increase revenues from tourism ・ Increase number of tourists ・ Reduce seasonal fluctuation [Direction] Promotion of Tours with High Added Value ・ Eco tourism, Health tourism, Sports tourism ・ Resort wedding ・ Invitation of MICE ＊ Characteristics of MICE ・ High Economic Effects to Communities Due to Great Level of Consumption ・ MICE Usually Takes Place During Non-Peak Seasons ・ Mostly Consists of Business & Group Tours ・ Present Issues & Direction 18

19. ・ The Established Goal by 2012 1. Visitors 7.2 milion(5.9M,2010) 2. Individual Expenditure 84,000yen(69,515yen, 2010 ) 3. Revenue 605 billion yen(407 billion yen,2010) 4. Convention 750 （ 598, 2010 ） 19

20. ・ Legal Position [Okinawa Promotion Plan] by Japanese Central Government ・ Building quality tourism and resort spaces “Building year-round, long-term and high-quality resort spaces which meet customers’ many needs” a. Construction of an international maritime resort b. Formation of Comprehensive Health Resort and Promotion of Tourism that Involves Community Experiences for All Japanese c. Construction of convention island 20 3 MICE Industry in OKINAWA

21. [Visit Okinawa Plan] by Okinawa Prefectural Government ・ Reinforcing the attraction of MICE : (1) Holding of domestic and overseas seminars/workshops to promote MICE and of MICE contents trade show by collaborating with Okinawa companies (2) Reinforcing the attraction of international meetings to devise cooperative links with relevant facilities and countries while effectively attracting customers with sports events. 21

22. ・ Convention Numbers: Events and Participants Pacific Island Summit Annual Inter- American Development Bank General Conference Pacific Island Summit G8 Science & Technology Ministerial Meeting Ministerial Meeting on Telecommunications & Information Industry Number Goal 22

23. ・ The Advantage of Okinawan MICE 23 Selling Points of Okinawa MICE: 7 Attractions 1. Cheer Up the Participants 2. Enjoy the Extraordinary 3. Reliable, Safe and Comfortable 4. Convenient Access 5. Satisfying MICE Facilities 6. Various Tourism Elements & MICE Contents 7. Varied MICE Support Menu

24. Resort –Style Convention Facility 24

25. Urban –Style Convention Facility 25

26. Various Ways of Staying in Okinawa 26

27. ・ MICE Support Information Presence of Miss Okinawa 27 Supportive Entertainment Services

28. Ｔ he 21 st -Century Vision of Okinawa Constructing a world-class resort. [21 st -Century Vision of Okinawa] Eco-resort IslandHigh Value of Tourism 28 MICE is the key for success

29. Thank you! Terima Kasih! Okinawa Prefectural Government 谢谢！谢谢！ 고마웠습니다！ We are looking forward to seeing you in Okinawa next year !! 29