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Published on : Saturday, October 15, 2016
“Many of the sites that Japan residents consider to be ‘major destinations’ are virtually unknown to foreign travelers. These results suggest that Japan’s major tourism assets have high potential to draw more Western tourists to Japan, and that a major obstacle is lack of awareness among tourists in the Western market,” McKinsey said in its report on the findings.
The consultancy’s Japan office surveyed over 3,000 visitors from Western countries on how aware they were of 36 tourist attractions.
Only 9 percent of those surveyed said they were aware of Kamakura’s attractions in Kanagawa Prefecture, such as the Great Buddha, while 7 percent said they knew of Nara Prefecture’s attractions like Todaiji Temple.
Five percent said they had heard of tourism assets in Nikko, Tochigi Prefecture, such as Toshogu Shrine, and only 3 percent had heard of Mie Prefecture’s assets like Ise Shrine.
However, when those surveyed were given explanations on the attractions in the four areas, 42 percent then said they found Kamakura attractive and worth visiting, while 38 percent replied the same for Nara, 36 percent for Nikko and 34 percent for Ise Shrine.