Discussions with Yagantestudo Railway on attracting foreign tourists
Table of Contents
1：Discussions on attracting foreign tourists
2：Attractions of Yagan Railway
3：Nationalities of foreign visitors to tourist attractions near Yagan Railway
1：Discussions on attracting foreign tourists
The other day, we discussed attracting foreign tourists to the area with Yagan Railway at its headquarters in Fujiwara, Nikko, Tochigi. Yagan Railway is a railway company that connects Shin-Fujiwara Station and Aizu Kogen Ozeguchi Station (operating distance of 30.7 km). The railway connects with Tobu Railway at Shin-Fujiwara Station and at Aizu Kogen-Ozeguchi Station with Aizu Railway.
According to the Ministry of Land, Infrastructure, Transport and Tourism’s Annual Report on Railway Statistics for 2019, only 1.7% of Yagan Railway’s passengers (based on transport distance) are commuter pass users. In other words, Yagan Railway relies on tourists. Attracting tourists is therefore essential. However, the number of tourists declined due to the COVID-19 pandemic from 2020 onwards, and their recovery is an urgent issue.
As we provide clothing rental and pre-trip concierge services for foreign tourists, we used various data to propose how we could help the Yagan Railway.
First, we explained that there is a very high correlation (correlation coefficient of 72%) between the percentage of steps eliminated at stations (‘accessibility’) and the occupancy rate of accommodation facilities. I also explained that ‘accessibility’ has a high correlation (81%) with the proportion of rail travel as transportation in destinations and a high correlation (65%) with the growth rate of the number of Japanese guests at accommodation (2007-2019). Before analyzing these data, I did not recognize a high correlation between accessibility and the number of guests and travelers.
Note: Data for 46 prefectures, excluding Okinawa Prefecture, which has no railway network.
Sources: Ministry of Land, Infrastructure, Transport and Tourism, “End of FY2021: Status of measures to eliminate steps by prefecture”, “Accommodation Statistics (2019)”
Note: Data for 46 prefectures, excluding Okinawa Prefecture, which has no railway network.
Sources: Ministry of Land, Infrastructure, Transport and Tourism, “End of FY2021: Status of measures to eliminate steps by prefecture”, JTB Travel Annual Report 2020 (travel data for 2019)
Note: Data for 46 prefectures, excluding Okinawa Prefecture, which has no railway network. The growth rate of the number of Japanese guests at accommodations is the comparison between 2019 vs. 2007.
Sources: Ministry of Land, Infrastructure, Transport and Tourism, “End of FY2021: Status of measures to eliminate steps by prefecture”, “Accommodation Statistics (2007, 2019)”
Increasing ‘Accessibility’ is necessary to increase the number of tourists. Still, it is a challenging task due to the investment burden. Therefore, train companies need to increase the number of light-style travelers who are okay with ‘steps.’ After that, they can get the money for investment and improve ‘Accessibility.’
Travelers who can are okay with ‘steps’ are travelers with less luggage. It is possible to reduce the amount of luggage and increase the number of travelers who can overcome ‘bumps’ through the clothing rentals we promote. We also believe that by lowering the luggage burden of the older and disabled, we can contribute to a society that can sustain the number of tourists, even in an aging society.
This is because travelers worldwide are oriented towards ‘nostalgic’ and ‘countryside’ trips. They also incline to visit ‘little-known places.’ These travel preferences changes are a tailwind for regional tourism and railway companies.
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However, about half of foreign visitors have problems with public transport in rural areas, with 92% finding it inconvenient. Furthermore, they have problems communicating with staff at facilities and with multilingual displays.
Public transport in trouble in ‘Using public transport’
Perceived convenience (those who visited both urban and rural areas)
Source: Japan Tourism Agency, Results of the 2019 Questionnaire on the Improvement of the Reception Environment for Foreign Visitors to Japan survey.
Perceived convenience (those who visited both urban and rural areas)
Source: Japan Tourism Agency, Results of the 2019 Questionnaire on the Improvement of the Reception Environment for Foreign Visitors to Japan survey.
Therefore, as well as increasing the number of ‘light style travelers,’ the Company believes that the number of foreign travelers using the Noiwa Railway will increase due to improved convenience through providing foreign languages and transferring information.
2：Attractions of Yagan Railway
The Yagan Railway’s biggest attraction is its sandwiched between many tourist destinations. Kinugawa Onsen (Hot springs) and Nikko are to the south, and Oze, Ouchi-juku, and Aizu-Wakamatsu are to the north. Shi-Fujiwara Station is less than 10 minutes from Kinugawa Onsen and less than one hour from Tobu Nikko Station. Aizu Kogen Ozeguchi Station also has a direct bus service to Oze (75 minutes by Aizu Bus to Hinoemata). It is just over two hours from Ouchi-juku and Aizu-Wakamatsu.
In addition, the area along the line is surrounded by nature and offers many photo opportunities. Furthermore, there are also spots where fishing and camping can be enjoyed, such as the Sanyo Stream Fishing Ground. For these reasons, the railway is ideal for tourists who want to tour significant attractions and enjoy the outdoors.
3：Nationalities of foreign visitors to tourist attractions near Yagan Railway
Taiwan accounts for the most nationalities of foreign tourists staying at tourist attractions around the Yagan Railway. There are also a large number of Hong Konger who use the same traditional Chinese script as the Taiwanese, with Taiwan and Hong Konger accounting for around half of the visitors, especially in the former Fujiwara-cho and Aizu Wakamatsu, where Kinugawa Onsen (Hot spring) is located. It is, therefore, essential to transmit information and post notices in traditional Chinese.
Source: Nikko City
Source: Nikko City
Source: Aizu Wakamatsu City