Session 3 “Tourism Promotion Through the Use of Local Resources” 3

The Case of Saitama City Mr. Hayato Shimizu

Mayor of Saitama City

1 Overview of Saitama City (1) The seat of prefectural government, Saitama City is located in the southeast of Saitama Prefecture,

within 20 to 30 kilometers of central Tokyo. Saitama City is also the transportation hub of Eastern Japan,

serving as a crossroads for 5 Shinkansen (Bullet) train lines including the Tohoku and Joetsu Shinkansen

as well as Japan Railway (JR) lines and private lines.

(2) Saitama City is the product of a May 2001 merger between 3 cities, the then Urawa, Omiya and Yono

Cities. On April 1, 2003, the city became the 13th Government Ordinance Designated City nationwide.

(3) A subsequent merger on April 1, 2005, with the former Iwatsuki City, brought Saitama City to its current

population of 1.22 million. As the city leading the Kanto Region, Saitama City continues its pursuit of

further development.

2 Characteristics of Local Resources (1) Saitama City possesses the unique traditional resources that each of the former cities had prior to the

merger: The Bonsai and Railway of Omiya, The Dolls of Iwatsuki and The Eel of Urawa.

(2) Many Saitama citizens have an interest in soccer and the city has the requisite facilities in place.

Home to two professional J-League soccer teams: Urawa Reds Diamonds and Omiya Ardija

Saitama Stadium 2002, Nack 5 Stadium, Saitama Super Arena

(3) Despite its close proximity to the Tokyo Metropolitan Region, Saitama has precious greenery: Minuma

Tambo.

3 Tourism Promotion in Saitama City (1) Make use of traditional resources such as the Railway Museum and Omiya Bonsai Art Museum

(2) Establish a Sports Commission

(3) Employ staff of private travel agencies to strengthen Tourism Promotion (4) Joint Establishment of the Haneda Airport Tourism Information Center

(5) Training of Volunteer Tour Guides

(6) Set up system for receiving Foreign Tourists

4 Future Prospect

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Session 3 “Tourism Promotion Through the Use of Local Resources” 3

Shizuoka City - Tourism Advantages and Potential Mr. Zenkichi Kojima

Mayor of Shizuoka City

Shizuoka City is one of Japan’s nineteen ordinance-designated cities, with a population of 730,000 people and an administrative area of 1400 km2, and has long been a crucial point connecting Tokyo in the east and Nagoya and Osaka in the west. Our city is to be found at an advantageous location at the center of Shizuoka Prefecture, and, framed by the 3000-meter Southern Alps mountains in the north and Suruga Bay in the south, the deepest in Japan, Shizuoka is an amazing mix of urban and natural environment.

Radical societal developments in recent years have created in Shizuoka a greater necessity for improved flow of people and materials, and our city has responded to this demand. On land, major transportation routes such as the Tomei Expressway and the Shinkansen bullet train line cross east and west through Shizuoka, and in the near future the Shin-Tomei Expressway and the Chubu-Odan Expressway, which will connect Shizuoka to Saku City in Nagano Prefecture to the north, will begin operating. The Shizuoka’s Shimizu Port continues to grow, and in June of 2009, the Mt. Fuji Shizuoka Airport opened for business, with routes to six cities nationwide and to Seoul in South Korea and Shanghai in China. All these factors provide a strong foundation for the movement of goods, information, and people, and facilitating the further internationalization of our city and Japan.

Shizuoka City is very proud of its local agricultural specialties, including its famous green tea, wasabi horse radish, mikan tangerines, and strawberries, and marine products such as sakura shrimp and baby sardines. Shimizu Port handles a greater volume of frozen tuna, one of the most popular fish in this country, than any other port in Japan. And because of the influence of Tokugawa Ieyasu, the man who unified Japan 400 years ago and resided in Shizuoka, this city has a vibrant community of traditional artists and craftsmen who specialize in bamboo crafts, gold-and-silver makie lacquer ware, hina dolls, kites, and more. This commitment to craft and artistry also takes on a modern cast, with Shizuoka being the number one producer of plastic models in Japan and fostering cutting-edge design and content creation. The Basic Policy for City Promotion, formulated in 2006, established green tea, tuna, hobby modeling, and sakura shrimp as four primary components of a strategy to raise Shizuoka’s profile domestically and abroad.

Unfortunately, despite our abundance of natural, historical, and cultural resources, our tourism PR efforts have been lacking. Additionally, we have long taken these resources for granted, and understanding of their value in tourism, and even the value of tourism itself, has been very low.

But that is changing now as we take a closer look at the advantages and resources Shizuoka possesses. Amidst greater regional and municipal competition, we and the people of our city are crafting a new narrative to improve our city’s image and improve awareness and recognition of the “Shizuoka Brand” both domestically and internationally. To this end, in March of 2010 the City of Shizuoka enacted a new tourism strategy focusing on six main areas: Mt. Fuji, our history and culture, city functionality, our port, food culture, and local industry experience. And as we examine the responses of visitors and participants, we will further refine our tourism approaches and plans.

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Session 3 “Tourism Promotion Through the Use of Local Resources” 3

An example of this is the Shizuoka Hobby Fair, one component of the World Modeling Capital Shizuoka Project, which opened on July 24th and runs until March 27th, 2011. The Hobby Fair is a promotional event showcasing the many model making companies and related organizations gathered here in our city, and features a hobby museum exhibiting the history of plastic model making and rare products, a life-size, 18-meter tall Gundam statue, model shops, and more. This fair utilizes Shizuoka’s hobby modeling resources, and as we and local organizations collaborate in holding various seasonal events, we are drawing more people to Shizuoka and boosting its brand.

The sight of Mt. Fuji. The flavor of sushi and sakura shrimp. The aroma of green tea. The feel of history and culture. The pride of making and creating. In Shizuoka, all these things and more come together in a city steeped in tradition and bursting with innovation.

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Kojima ZenkichiMayor of Shizuoka City

1

Shizuoka

TokyoNagoyaOsaka

2

Hamamatsu

Shizuoka

3

Population 730,000 peopleArea 1400 km sq.City Scale One of 19 Major citiesClimate Warm and Mild

Spring –Cherry BlossomsSummer – FireworksAutumn – Changing LeavesWinter – No Snow

4

Mt. Fuji

Southern Alps

5

Kunozan Toshogu Shrine

Toro Ruins

Sumpu Castle6

Green Tea Mikan Tangerines Strawberries

Wasabi horse radish Leaf Ginger

7

Frozen Tuna

Sakura Shrimp

Baby Sardines8

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Bamboo Ware

Gold and Silver Makie Lacquer

Sandals

Dyed Cloth

Hina Dolls

Lacquer Ware

Wooden Containers

9 10

Shizuoka Festival

Shimizu Port Festival

Daidogei World Cup11

Shizuoka

Mt. Fuji Shizuoka Airport

Shimizu Port

Tomei Express Way

Shin-Tomei Expressway

Chubu-Odan Expressway

Shinkansen Bullet Train

12

Declining Birthrates- Fewer young people than senior citizens

Decentralization- Inter-urban competition leads to disparities

City Promotion

Uncertainties

13 14

15

Green Tea Tuna

Plastic Model Kits Sakura Shrimp

16

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2007-2009 Average

17 18

Year: 2008

19

Began in 2007Tuna Cooking VarietyTuna Butcher ShowsTuna Study Programs-60 Cold Storage Tours

20

Year: 2008

21

Hobby Fair ( 2011.3.27)Hobby Week (every May)Christmas Festa (every December)

22

23

Sakura Shrimp Festivalevery May

24

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City Worker Business Cards

Bus advertising

Building Shizuoka City’s brand recognition

PR Poster

25

Large-scale events

We introduce the many aspects of our city and raise brand awareness

PR posters

26

Examine Shizuoka City’s resources for their tourism value “How can we meet visitors’ needs?”Maximize resource utility to further develop the uniqueness of Shizuoka City’s brand

City PR Tourism Strategy

27

Mt. Fuji-centered scenery tourism

Port tourism

Historical andcultural tourism

Food culture tourism

City guides

Industrial tourismand hands-onexperiences

28

Views from the seaViews from the Southern AlpsHigh value as international symbol of Japan

Make images the messageMaximize internet functions (live cameras)

29

Tokugawa ClanImagawa ClanOld Tokaido Road

Use historical connections with other countries to draw interestUtilize blogs

30

Transportation insertion points in the city centerBustling shopping streets with people new to Shizuoka City

Utilize MICE methodStrategically placed electronic city guides

31

Busiest frozen tuna port in JapanExpanded port utilityExcellent visitor infrastructure

Create better networks with city center and tourism sites for easier movementBetter area connections using the ferry

32

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Well-known, popular local dishesDistinctive Shizuoka Style

Create a narrative around the food that contributes to brand buildingFood maps and specialized food experiences

33

High concentration of plastic model producersLocal and global awareness of Shizuoka’s modeling events

Create more exposureIndustry experiencesHobby Fair

34

Mt. Fuji-centered scenery tourism

Port tourism

Historical andcultural tourism

Food culture tourism

City guides

Industrial tourismand hands-onexperiences

35

Nature

Spots

Port

Events Industry

Food

36

37

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Session 3 “Tourism Promotion Through the Use of Local Resources” 3

Tourism Promotion in Shenyang Mr. Zhang Zhonghua

Deputy Secretary General, Shenyang Municipal Government

Shenyang City is situated in the province of Liaoning and is the largest city in the Northeastern Region of China centered on economics, culture, transport and trade. Recently, it has received many titles such as “The National Environmental Protection Model City of China”, “National City of Forest”, “China’s Dynamic Economic City”, and “China’s Most Prosperous City”. Shenyang City has a history dating back to 2300 years ago, it is the birthplace of the Qing Dynasty, and has more than 1100 scenic locations. The Xinle Relics are the remains of the settlement of the primitive matriarchal society from early Neolithic period. The Shenyang Imperial Palace is one of only two fully constructed palace buildings in China. The Imperial Fuling Mausoleum of Qing Dynasty’s first emperor Taiso Nurhaci, and the Imperial Zhaoling Mausoleum of Taizong Huangtaiji are significant tourist sights for travelers . Religious buildings are a large feature of Shenyang city’s cultural landscape. The South Mosque was built in 1878 and is the most beautiful structure of the Islam Association in China’s Northeastern Region. Shenyang city’s mosques are the most famous Islamic constructions in the Northeastern Region of China. The famous Four Pagodas of early Qing Dynasty clearly portrays the magnificent architectural art and ethnic diversity of the Qing Dynasty. The Qipan Mountain Scenery and Tourism Development Zone is widely known both nationally and internationally as an area which is the model of national culture industry, with a concentration of beautiful natural surroundings and historical cultural landscape, it is a scenic area centered on mountains, lakes and forests, as well as the location where the Tournament for the International Women’s Shogi Title was held. The Expo Garden is Shenyang city’s only Level 5A tourist site. The International Horticultural Exposition was held in 2006, which boasted the largest site area in the history of the event. Shenyang Guaipo (Strange Slope), which can not be found else where within, is a sloping road which stretches over 80m, inclining from East to West. If you come here by car, when driving down the slope, you need to turn on the engine, but when driving up the slope, the car will naturally ascend the road without the engine being turned on. Recently, the city is placing great importance on a large scale tourism project and is investing 20 billion yuan to build the country’s largest “Chinese version of Disneyland” in Shenyang. In addition, taking advantage of the abundance of hot springs in Shenyang, the city is proactively taking initiatives in developing the hot springs tourism economy, where the construction of the American zone of the world’s hot springs theme park which American financial institutions have invested 700 million yuan, is almost completed. The sightseeing spots of Shenyang is not only limited to the city center, but also extends to the 7 provincial cities of Anshan, Fushun, Benxi, Yingkou, Liaoyang, Tieling and Fuxin with a total population of 24 million inhabitants. On 6th April, 2010, the Shenyang Economic Zone was approved by the national government as a New Industrialization Comprehensive Reform Pilot Area, and in 2013 the city will host the 12th National Games of the People's Republic of China, all of which is considered to be an even greater force in developing the tourism industry of Shenyang city.

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Session 3 “Tourism Promotion Through the Use of Local Resources” 3

A case of Nepal1

Mr. Krishna Prasad Jaishi Spokesperson, Association of District Development Committee of Nepal

Background Tourism is very much part of the globalization (Macleod, 2006). Tourism is very activity of humankind for the creation of tourist movement. Therefore, it is said that the main purpose of tourism is to move from one place to another with some objectives (Satyal, 2000). Tourism has become one of the world’s largest and fastest growing industries (UNESCO, 2007). National Scenario in Nepal After the elections in April 2008 this year and declaration of republic end of May 2008 it is expected more intensive growth of touristic sector. The political parties in parliament have given their commitment to tourism as the most important sector of Nepalese economy. Consequently, the “New Nepal” was awarded also a new tourist brand name and marketing promotion by The Nepal Tourist Board. The government of Nepal has decided on 25 October 2008 to celebrate 2011 as Nepal Tourism Year (NTB, 2009). The government of Nepal has also declared a quantitative target to welcome one million visitors in 2011 and prepared strategy accordingly. Tourism promotion may contribute in the following areas. Major Strategies adopted by Government of Nepal are as follows:

To reduce poverty and minimize regional imbalance; To create conducive environment; Encourage to promote public private partnership in tourism development; Develop regional and international airports; To create employment opportunity in tourism sector

Chief Action Plans are as follows: To show new identity of Nepal in the global market with typical brand such as Naturally Nepal once is not enough; Wild west virgin east etc; To establish multi-usages visitors centre and hand over to the local government for its operational responsibilities; Organize tourism promotion activities by using the economic diplomacy; Create and offer special package to encourage tourists in Nepal even in off-season as well.

Local Self Governance Act, 1999 and tourism development in Nepal There are sufficient rooms for local government to raise internal revenue and promote tourism sector by the local governments such as VDCs, Municipalities and DDCs (LSGA, 1999). Tourism sector is one of the important areas of revenue sharing between central government and local government in Nepal. Of the total revenue collected by central government from the tourism sector, 30 per cent revenue shall be shared to the local government. Contribution of Tourism in Local Government Revenue This figure shows that the role of tourism in income generating of local government is very crucial. On the other hand the legal provision is that at least certain percent of income from the revenues sharing

1 This paper is jointly prepared by Mr. Krishna Prasad Jaishi, spokesperson and Mr. Hem Raj Lamichhane, Executive Secretary General of

ADDCN for 3rd UCLG ASPAC Congress in Hamamatsu- Japan, to be presented on October 20, 2010.

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Session 3 “Tourism Promotion Through the Use of Local Resources” 3

must be invested in the same sector's promotion and development. This provision is also strongly put as an indicator of MCPM. It indicates that local governments have to give their priority to strengthen the tourism sector by their own local revenue. The trend is in increasing rate in 2007/08 as compare to 2006/07. It means that tourism sector has become more important for local government in terms of revenue generation and investment to promote tourism sector. Although contribution of tourism sector in total revenue sharing is only 4.16 % and 5.98 % in 2006/2007 and 2007/2008 respectively, it is important source of revenue of local government which plays important role in the development of the tourism sector. The major sectors of revenue sharing are registration of land and building, mine, forestry, hydropower and tourism. The table clearly depicts the overall situation of revenue mobilization of the two fiscal years. An Example of Bhaktapur Municipality The Bhaktapur Municipality is one of the 58 municipalities in Nepal. It is located 16 km east of Nepal’s capital city Kathmandu, within the Kathmandu valley. Beside Kathmandu and Lalitpur/Patan Bhaktapur, an ancient Newari town, is one of the three old royal cities in the valley. Revenues from tourist entrance fees have been the major source of income for Bhaktapur municipality. Tourist Entry fees are mainly spent on the restoration and rehabilitation of the city’s historical centre as well as on other public works. Bhaktapur levies the biggest part of its revenues from tourist fees, which have to be paid obligatory by tourists to visit the city’s cultural heritage (700 NPR/ 10 US Dollars for non Nepalese visitors). More than 37 % of the municipality’s total revenue derives from fees and fines, out of which more than 90 % are coming directly from tourist entry fees. Realizing the role that the tourism industry has played in the conservation of heritage in Bhaktapur, Bhaktapur Municipality of late has started implementing some very important schemes to attract tourists. Bhaktapur Municipality encourages as much of public participation in tourism and heritage conservation as possible. Surveys have shown that almost all of Bhaktapur's tourism entrepreneurs and craftsmen are locals. Moreover, the local people own all restaurants and guesthouses, whereas outsiders own a few of souvenir shops in the city. Opportunity: 1. Fast growing markets, 2. Local Self Governance and Grand Guideline has made mandatory to local government to invest

certain per cent of income in this areas, 3. Tourism in one of the income and employment generating sector; 4. Public Private Partnership Policy has also given more space to invest in the tourism sector, Challenges: 1. There are no elected representatives in local government since 2002, 2. Still there is political instability in the country, 3. Revenue of tourism collected by central government is not properly shared to local government 4. Adverse publicity about safety and security situation 5. Inadequate infrastructure, limited hotels/carrying capacity Ways Forward 1. The orientation program focusing the issues to the local government representatives must be conducted, 2. The public private partnership model must be promoted, 3. The local government must invest in tourism sector and coordination among local partners, 4. The peace and security must be maintained in the country, 5. The tourism friendly environment must be created.

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1

“Tourism Promotion through the use of Local Resources"

A case of Nepal

Krishna Prasad JaishiCo-President, UCLG ASPAC and Spokesperson -ADDCN

&Hem Raj Lamichhane

Executive Secretary General, ADDCN

20 October 20102

Tourism is very much part of the globalization.

Tourism has become one of the world’s largest and fastest growing industries.

The economic impact of the tourism industry can be seen in its contribution to a country’s GDP and exports.

Tourism in China has made a substantial contribution in its GDP that accounts about 13.7 per cent in 2006.

3

In 2006, tourism in Cambodia and the Lao People’s Democratic Republic accounted respectively for 22.3 and 21.4 per cent of their total export earnings and contributed 19.6 and 9.3 per cent respectively of their GDP.

Contribution of tourism to GDP and to total exports averaged between 7 and 10 per cent.

Globalization and Free trade zone facility has also promoted to increase tourism in Singapore and neighboring countries.

4

The political parties in parliament have given their commitment to tourism as the most important sector of Nepalese economy. The government of Nepal has decided on 25 October 2008 to celebrate 2011 as Nepal Tourism Year (NTB, 2009).The government of Nepal has also declared a quantitative target to welcome one million visitors in 2011 and prepared strategy accordingly. Tourism promotion may contribute in the following areas.

5

To reduce poverty and minimize regional imbalance;To create conducive environment;Encourage to promote public private partnership in tourism development;Develop Regional and international Airports;To create employment opportunity in tourism sector

6

To show new identity of Nepal in the global market with typical brand such as Naturally Nepal once is not enough; Wild west virgin east etc;To establish multi-usages visitors centre and hand over to the local government for its operational responsibilities;Organize tourism promotion activities by using the economic diplomacy;Create and offer special package to encourage tourists in Nepal even in off season as well.

7

There are sufficient rooms for local government to raise internal revenue and promote tourism sector by the local governments such as VDCs, Municipalities and DDCs (LSGA, 1999). Tourism sector is one of the important areas of revenue sharing between central government and local government in Nepal. Of the total revenue collected by central government from the tourism sector, 30 per cent revenue shall be shared to the local government.

8

Revenues from tourist entrance fees have been the major source of income for Bhaktapur municipality. Tourist Entry fees are mainly spent on the restoration and rehabilitation of the city’s historical centre as well as on other public works.

Bhaktapur levies the biggest part of its revenues from tourist fees, which have to be paid obligatory by tourists to visit the city’s cultural heritage (700 NPR/ 10 US Dollars for non Nepalese visitors). More than 37 % of the municipality’s total revenue derives from fees and fines, out of which more than 90 % are coming directly from tourist entry fees.

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9

Government of Nepal has already declared 2011 as Tourism Year or high national priority,Fast growing markets,Wider opening of china and India,Local Self Governance and Grant Guideline has made mandatory to local government to invest certain per cent of income in tourism,Tourism in one of the income and employment generating sector;Public Private Partnership Policy has also given more space to invest in the tourism sector,Ultimate adventure destination for mountaineering, trekking, rafting and adventure sports

10

There are no elected representatives in local government since 2002,Still there is political instability in the country,Climate change affecting Himalayan ecology and habitsDeclining demand for mountain expeditions in 2009/10Trekker's safety threatened by incidences of looting, theft and attack,Adverse publicity about safety and security situationInadequate infrastructure, limited hotels/carrying capacityLimited air connectivity due to weak national carriers etc.

11

The orientation program focusing the issues to the local government representatives must be conducted,The public private partnership model must be promoted in tourism sector,The local government must be encouraged for investment in tourism sector and coordination among local partners,The peace and security must be maintained in the country,The tourism friendly environment must be created.

12

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3

- 96 -