Will 2018 mark the beginning of LGBT tourism in Japan?

Since the start of the 21st century, our lives have changed dramatically. In addition to the widespread adoption of robots, AI, and ICT, we are also witnessing transformative shifts in areas such as human rights and gender inequality. It is no longer unusual to see women serving as presidents, prime ministers, and corporate CEOs. Furthermore, last September, a country where women’s rights had long been suppressed announced that women would be allowed to drive cars and attend sporting events at stadiums—a move that can certainly be described as a historic step forward.

　Meanwhile, understanding of the LGBT (lesbian, gay, bisexual, and transgender) community has gradually increased, and the number of countries officially permitting same-sex marriage and adoption has grown. However, in more than 70 countries, these practices remain legally prohibited, and violations can sometimes result in severe penalties.

Last May, the UNWTO released the second edition of its report on LGBT tourism, revealing that progress is being made in many areas regarding LGBT initiatives, and that these initiatives have a significant economic impact on local communities beyond just tourism. The report states that countries that have actively promoted LGBT initiatives have seen improvements in brand strength and recognition, as well as increased loyalty among travelers.

　From a regional perspective, while Europe and North America have long established laws recognizing LGBT rights, many countries in East Asia are only just beginning to take action.In Taiwan, a decision was made in 2017 to legalize same-sex marriage by May 2019. In Japan, the partnership system—which began in Shibuya Ward in 2015—was introduced in Osaka in July 2018. This marks the third instance among government-designated cities, following Sapporo and Fukuoka, though it has not yet become a nationwide trend.

　However, according to the “National Survey on Sexual Minorities” (*) published in 2016, approximately 70% of people in their 20s have no reservations about same-sex relationships, suggesting that public attitudes are gradually shifting. One of the professors I studied under, whom I respect the most, came out as LGBT, yet my respect for him remained completely unshaken before and after his coming out.

　The LGBT community is not only a reality of the society we live in but also generates over 200 billion U.S. dollars in consumer spending annually, and its influence is expected to grow even further. This is an issue that we must consciously address, both for the global economy and for those of us involved in the tourism industry.

　So, how should we proceed with these efforts moving forward? For example, we can look to examples from various locations—not only Barcelona, London, and Paris, but also Ibiza, the Canary Islands, Mykonos, and other islands.In destinations popular with the LGBT community, infrastructure and information services—such as events tailored to LGBT visitors, dedicated bars and hotels, and specialized tourism websites—have been established to ensure that travelers can visit without anxiety. These initiatives, along with environments where people can meet like-minded peers, contribute to an increase in tourist numbers.

Japan possesses high-quality services and facilities, as well as a unique blend of cultural, traditional, artistic, and culinary attractions, and is believed to have the potential to become one of the world’s leading destinations for attracting LGBT travelers. In FY 2018, the project “Aim for Diversity Tohoku [LGBT Tourism]” was selected as a model project for expanding exchanges under the Reconstruction Agency’s “New Tohoku” initiative. We hope that 2018 will mark a new beginning for LGBT tourism in Japan.

(*) Kamano, Saori; Ishida, Hitoshi; Kazama, Takashi; Yoshinaka, Takashi; Kawaguchi, Kazuya. 2016. “Attitudes Toward Sexual Minorities: 2015 National Survey Report.” Edited by the Research Group for the Grant-in-Aid for Scientific Research Project “Establishing Queer Studies in Japan” (Principal Investigator: Kazuya Kawaguchi, Hiroshima Shudo University).