Ritsuki Kuninaka, OCU
Okinawa is presently a
popular and well-known tourist spot in Japan. It has also become popular with
other Asian countries recently. You might often hear various foreign languages
spoken when you are at sightseeing spots such as Kokusai Street or at the many
resort hotels. 7,170,000 visitors came to Okinawa in 2014. This was five times
as many as the population of Okinawa. As for foreign visitors, 986,000 people arrived,
and most of them arrived from nearby Asian counties such as Taiwan, Korea,
Mainland China, and Hong Kong. Lately, lots of ferries, which Asian tourists
ride, come to ports in Okinawa.
In this article, I will
discuss what is so popular about Okinawa at present and argue that Okinawa must
evolve its tourism in a way that highlights the long history, fascinating
language, and rich culture of the indigenous people. These are the aspects of
Okinawa that must be presented to the world more than the present
commercialization and capital consumption that people come here for.
Last year, a word was
selected to Buzzwords-of-the-year contest in
Japan. It was
“Bakugai,” which means bulk buying. The number of foreigners who visited Japan
bought a lot of electronic appliances, Japanese foods, and goods and so on. The
foreigners also did same thing in Okinawa. They gave Okinawa great benefit.
But about this, David Atkinson (2016)
claimed that Japan tends to sell lots of things for cheap prices, but Japan
doesn’t feature any true comfort for rich travelers. There are plenty of
supermarkets, but no real boutiques. And when people want great Okinawan
traditional crafts, they don’t know where to go to find them. So this means that
if Okinawa increases these shops (and awareness of them), then Okinawa will add
another yet purpose for various tourists to come and enjoy.
Recently, Aeonmall Rycom Okinawa
was built last year in Kitatakagusuku Village while a major San A mall is being
built in Urasoe City, which is to open by 2022. Rycom immediately became a new
and popular sightseeing spot. The San A, no doubt, will be in the same position
as well. But there are already a lot of huge malls in Japan and the rest of the
world.
Okinawa must increase spots
where people can actually feel “Okinawa,” not just reproduce places that other
destinations offer. In France, many visitors visit the country again and again
because being there makes people feel “France” through the atmosphere, from the
beautiful views and the stunning architecture. France can’t be felt in other
places. France has its own unique charm. However, Okinawa has traditional
buildings like Shuri castle as well, and it can’t seem to capture visitors’
imagination and interest. Why is this is so?
David Atkinson (2016) said
that, “Shuri castle has nothing. When guests come to your house, nobody makes
inside of the house empty and receive without meal and drink. I think Shuri
castle had a lot of ceremonies every day. Just showing videos doesn’t bring any
employments. The castle is a cultural asset but not a culture.” And, he also said,
“when you explain places or things, you have to care that just translating to
English from Japanese doesn’t mean. It is more important to translate freely.” Panels
that are for explanation in Shuri castle are very short. They can’t really tell
visitors what had happened there and why they were so important. Thus, the
panels should include more information to help visitors understand more
thoroughly their significance.
If Okinawa improves these
things, the island could change the image to a “cultural island” from a “shopping
resort.” So far, especially Asian tourists come to Okinawa, but if it turns
into a “cultural island,” we can expect it to attract new tourists from
different regions such as Europe, Australia, and America and so on. These areas
are not close to Okinawa. David Atkinson (2016) says that tourists who come from
far countries tend to stay long. And they have much time, so they look around
the nature, culture and history. If tourists stay even 1 day long, it brings
great economic effect to Okinawa. Economic ripple effect
increase 200 million yen and about three thousand people are employed (2014).
At last, present-day
Okinawa hasn’t been seen as the true Okinawa of history. But this island has its
own unique traditional culture and history and so on. If Okinawa is accepted as
a “cultural island” not just some “shopping resort,” many tourists from lots of
other countries will come. And, this renewed interest will have a positive effect
on the economy in Okinawa. Thus, Okinawa must evolve its tourism in a way that
highlights the long history, fascinating language, and rich culture of the
indigenous people.
Sources
Sources
David Atkinson (March 2016). 「首里城は空っぽ」？沖縄観光の課題とは Retrieved from
David
Atkinson (February 2016) 訪日客「おもてなし」の極意
湧上 敦夫（2014）沖縄経済と観光 Retrieved from 沖縄経済入門 沖縄国際大学経済学科編
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