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The COVID-19 pandemic has catalyzed the proliferation of online seminars, with the “Tourism Webinar July 2020” hosted by the Institute of Tourism serving as a prominent example. In a landscape where most academic and industry discussions centered on large corporations, hotel chains, and airlines, this event adopted a distinct focus: the informal tourism sector and small communities worldwide, with a particular emphasis on Japan
The webinar’s objective was to deliberate on the challenges these communities face due to the loss of tourist revenue and to explore sustainable solutions. A key theme was the importance of the “think globally, act locally” philosophy as a framework for navigating the crisis.
Principal Challenges in Community-Based Tourism
Severe Impact of COVID-19: The pandemic precipitated a drastic decline in tourist arrivals, compelling businesses to cease or suspend operations and triggering a profound economic recession. A case in point is the tourist information center in Beppu, which previously welcomed approximately 60,000 individual travelers annually but saw its daily visitors dwindle to around 10, predominantly local residents.
Inadequacy of Support Policies:
Bias Towards the Formal Sector: Governmental policies, including those in Japan, have predominantly favored large-scale enterprises and formal tourism corporations, thereby neglecting the informal sector and small-scale operators.
The Controversial “Go To Travel” Campaign: The Japanese government launched the “Go To Travel” campaign with a substantial budget to stimulate domestic tourism. However, the initiative drew criticism for its premature implementation, inconsistent execution, and its tendency to benefit larger corporations. Apprehensions regarding a second wave of infections led approximately 70% of the Japanese populace to advocate for its postponement.
Limited Resources for Small Communities: Small communities often face significant barriers to accessing and effectively utilizing available resources and frequently lack necessary expert guidance, despite the existence of some central and local government support mechanisms for small and medium-sized enterprises (SMEs).
Demographic and Social Issues:
Population Decline and Aging: Japan is confronting a demographic crisis characterized by a declining birth rate, which disproportionately affects rural areas. This has resulted in landscape degradation (e.g., abandoned homes and farms), a decline in community functions, and an erosion of local pride.
Infection Concerns: Local populations have expressed anxiety about the potential for visitors from major urban centers to transmit the virus, creating a conflict between economic imperatives and public health and safety.
Economic Linkage Effects: The downturn in tourism has had cascading effects on ancillary sectors. For instance, the closure of hotels and restaurants in Beppu reduced the demand for rice, leading to a shortage of rice bran (nuka), a key component of animal feed, thereby adversely affecting farmers.
Webinar Focus: The Informal Sector and Small Communities
The webinar organizers deliberately concentrated on small communities and “the little guys”—stakeholders often overlooked by governmental support programs and mainstream forums. In reality, small and medium-sized tourism operators constitute the majority of the tourism industry and contribute significantly to a nation’s total tourism expenditure and supply.
The city of Beppu, home to Ritsumeikan Asia Pacific University (APU), exemplifies a major tourism destination where surrounding small communities have been severely impacted.
Proposed Initiatives and Solutions
The Ompaku Initiative:
- Origins and Objectives: Initiated in Beppu in 2001, Ompaku is a local initiative designed to revitalize communities through the discovery and utilization of local resources and the development of local human capital.
- Scope and Approach: Ompaku has achieved international recognition and is now operational in over 100 regions within Japan and abroad. It employs a bottom-up approach that encourages small-scale experiments, enhances community capacity, and fosters self-reliance.
Case Studies:
- In Gifu, Ompaku organizations are focused on reviving traditional crafts (e.g., Japanese paper umbrellas) and shifting to online promotion and sales in the absence of tourists.
- In Atami, near Tokyo, a remote work base is being developed to leverage the city’s proximity to the capital.
- The Noto region has developed experiential tours for American expatriates residing locally, restricting visitors from major cities due to infection concerns.
- In Beppu, Ompaku is preparing to develop the “Visiting Friends and Relatives” (VFR) market, viewing it as a safer alternative during the pandemic.
Emphasis on Domestic and Local Tourism:
- Pivot from International Tourism: Japan’s strategic focus on attracting international tourists has been halted.
- “Go Local”: The solution to the crisis lies within the local context, embodying the “think globally, act locally” principle.
- Primacy of the Domestic Market: The domestic tourism market has always been larger than the international one. In Beppu, for example, 80% of tourists originate from the Kyushu region.
- Redefining Tourism: A new paradigm for tourism mobility is required, one that is not constrained by distance or duration. Tourism can encompass short trips of 3-5 kilometers within one’s own city or an overnight stay at a local hotel.
Community-Led Recovery:
- Bottom-Up Approach: Solutions must be predicated on community capabilities and priorities.
- Enhanced Communication: The sharing of information and a deep understanding of regional characteristics are critical.
- Valuing Small-Scale Initiatives: Small, incremental innovations may represent the most suitable solutions for certain areas.
- Community Agency: The community should be the ultimate arbiter in decisions regarding tourist reception to ensure genuine hospitality.
Content Tourism:
- Leveraging Media: Social media, popular culture, television dramas, and animation can generate new opportunities for rural villages. For instance, the television drama “Tobukwago Toku” created significant interest in Kagoshima.
Ensuring Safety and Security:
- A Crucial Factor: Safety and security are paramount for encouraging the return of tourists. Preventative measures and community compliance (e.g., wearing masks) are essential.
- Institutional Responsibility: Government and training institutions must assume responsibility for supporting small tourism operators in matters of safety and security.
The Crisis as an Opportunity:
- Rural Revitalization: The pandemic may present an opportunity to attract people back to rural areas and encourage young people to remain in their local communities.
- Reinvention: Communities must identify new attractions and strengths, transforming the crisis into an opportunity for rediscovery and reconstruction.
- Context-Specific Solutions: There is no one-size-fits-all formula; each locality must adopt a diversified approach that leverages its unique characteristics.
The Role of Academia
Professors and scholars in the fields of tourism and hospitality are called upon to fulfill their obligation to support small operators and advise communities, rather than merely publishing academic papers from a distance.
In summary, the recovery of tourism and community development in the context of the pandemic necessitates a community-led, locally-focused, flexible, and opportunistic approach. The philosophy that “a great place to visit must be a great place to live” underscores the importance of fostering safe and livable communities from within. Small-scale, autonomous initiatives and the capacity for inter-community knowledge sharing, as exemplified by the Ompaku model, are key to overcoming this crisis and advancing toward a more sustainable future for the tourism industry.
