Details of Japan-US MOU

So what did Japan and the U.S. actually agreed on in their Memorandum of Understanding on tourism export expansion?

Based on documents provided by the U.S. Department of Commerce, the accord intend to create a non-binding Tourism Export Expansion Initiative that would foster mutual economic growth and development and improving cross-cultural exchange of friendship and understanding between the two countries.

The agreement aims to increase travel and tourism between the United States and Japan, through mutually enhanced promotional and product development activities to be developed and financed through the private sectors of both countries.

It specifically seeks to recover the 20 percent decline in travel between the two countries in the next five years. The fall in the visitation levels occurred in 2001, soon after the September 11 attacks on the United States.

Within the framework of the MOU, the goals of the agreement will be pursued through a tourism export expansion council that will be co-chaired and coordinated by the Secretary of Commerce for the United States and the Minister of Land, Infrastructure and Transport for Japan or their official designees to lend government support.

Although the agreement is on a government-to-government basis, the Initiative intends to be led by industry leaders from Japan and the United States, representing key segments of the travel and tourism industry.

This would include the local governing bodies within Japan, and other industry sectors, such as accommodations, airlines, rental cars, tour operators, travel agencies, attractions, restaurants, leading destinations, and regional tourism promotional organizations. It is intended that all council participants be responsible for their own costs and expenses incurred.

Companies involved in the Initiative would also include small- and medium-sized enterprises to ensure that the entrepreneurial and small business perspective is represented.

To ensure that long term efforts substantially increase the balance of trade and visitation levels between the two countries, the agreement is expected to consist of several working groups that would deal with marketing and promotion, product development, public and media relations, research and information, education and training, and safety and security

Each working group would address inbound tourism needs of Japan and the United States and would be led by representatives from the private industry, except for research and information and safety and security, which should be chaired by the U.S. Department of Commerce and the Ministry of Land, Infrastructure and Transport of Japan.

Initial communications and media plans will address the short term objective of providing a consistent and reassuring message on the safety and security of travel in the United States.

Bilateral meetings will also be held twice a year, alternating between the United States and Japan for meeting sites. Working group meetings would occur more frequently in the first year. The site for the United States would alternate between island locations and mainland locations.

U.S. Commerce Secretary Donald Evans said this agreement reaffirms the two countries’ shared belief that travel and tourism are excellent instruments for promoting economic development and shared well-being of their citizens because of its social, cultural and economic dynamics.