Various factors influence how much a local area can attract inbound travelers; besides physical elements like an accessibility, appeal of tourism products offered and convenience, a sense of values of foreign tourists also plays a role to a certain degree. In this paper, a basic concept of the “Fair Travel” and its case studies are examined, which is already socially recognized in Korea and is gathering attention as one of recent trends in traveling abroad. Authors also discuss how they can be applied to local Japanese inbound policy and strategies.
