Innovation Strategies in Japan Tourism Industry: A Case Study in Fukui Prefecture

This paper gives an overview of the innovation strategies in Japan tourism industry, a study case in Fukui Prefecture. Fukui is not as a major tourist destination in Japan. Maybe people are more familiar with Tokyo, Kyoto and other big cities in Japan. It is common that foreign tourists prefer to travel to big cities or famous places. To make Fukui prefecture known in overseas, local government enacts policy strategies by utilizing all potentials. This paper explains concretely by the efforts made by the regional government. Regional government established Fukui-ken Kankou Shinsenryaku’s policy. Fukui Prefectural Tourism Strategy Policy is implemented through promotion. Promotions are made through personal selling by utilizing foreigners living in Fukui. Foreigners in Fukui are invited to become Fukui reporters and ambassadors. As a Fukui reporter and the Fukui ambassador, they have a duty to promote Fukui through SNS (Social Networking Service). They also get priviledge, such as get free and discount entry to museum, and other tourism destination.The effectiveness of the strategy innovation is also presented in this paper by using visitor arrival’s data based on Fukui-ken Kankoukyaku Irikomisuu.