Abstract
Visit Japan Campaigns was conducted to achieve 10 million visitors to Japan by 2010, however the final number was 8.61 million, and the goal has not accomplished. Examining the results by market, we find the performance of markets was very large; the number of visitors from Asian countries was doubled, that from U. S. A. and U. K. were increased less than non-VJC markets. We assume that such difference of performance is caused by the fundamentals concerning with 'travel to Japan'. The fundamentals are composed of demand factors such as consumers' interests in Japan tour, etc. and supply factors such as airline, tourism company, etc.. In Korea, the fundamentals are strong so that the number to Korean tourist to Japan rebounded strongly after the decline caused by Leman-shock, we think it important to make it stronger in USA and UK.
