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Demonstration Projects to be launched in October for Final Implementation of the Omotenashi Platform Aiming to increase the number of overseas tourists to Japan and boost their spending

The Ministry of Economy, Trade and Industry (METI) decided to establish a system called the “Omotenashi (hospitality) Platform” for overseas tourists in Japan. Through this platform, Japan will be able to provide tourists with advanced, comprehensive services, means of payment and other tools through the collaboration of a variety of businesses and communities. As one of the efforts toward the achievement of the platform, METI will start demonstration projects titled “IoT-based Omotenashi Demonstration Projects” in October 2016.

1. Purpose

According to the report titled “Tourism Vision to Support the Future of Japan,” produced by the Japan Tourism Agency, the government of Japan has set goals for the number of overseas tourists in Japan at 40 million in 2020 and 60 million in 2030, while setting a goal for tourist spending in Japan at 8 trillion yen in 2020 and 15 trillion yen in 2030, significantly higher than the initial plan. To achieve these new goals, METI decided to establish the Omotenashi Platform—an IT-based system created to encourage service providers to collaborate with each other and provide users with high quality services; and as one of the efforts toward this goal, it will launch demonstration projects in October 2016, aiming to publicly implement the resulting services by 2020.

Specifically, using the Omotenashi Platform, businesses will use the personal data provided consensually by tourists to Japan to collaborate through the platform to create and improve services for future tourist efforts, e.g., information that such tourists are asked to submit at shops, restaurants, accommodations, leisure and other various locations they have enjoyed in Japan and information they have registered in smartphone applications. Through this platform, METI will demonstrate a system in which a variety of businesses and communities are able to provide and advanced, comprehensive services to these tourists through the utilization of such information.

  • This system will help overseas tourists in the following ways, for example:
    • Once tourists have registered their information in the Omotenashi Platform, they will not be required to re-register the same information when using smartphone applications or enjoying services of the different businesses and communities that participate in the platform.
    • Once tourists have registered their own languages in the platform in advance, they are able to enjoy concierge, restaurant, and other services in the registered languages at the participating businesses and communities.
    • Once tourists have registered the addresses of their accommodation and home, they are able to enjoy smooth delivery services for luggage and parcels and are not required to complete any extra procedures for shipping, e.g., filling in shipping forms with addresses, etc.
  • Meanwhile, this platform will also be effective for service providers in the following ways:
    • The platform will help service providers to collect and analyze personal information on many overseas tourists, e.g., their hobbies, tastes, and history of activities and shopping, which could be difficult to obtain by single businesses or communities, thereby enabling such providers to develop new services or cultivate new markets.

Through these demonstration projects, METI will also endeavor to resolve any issues which may arise, e.g., improving rules for sharing information between businesses and communities, protecting personal information in collecting and utilizing such information, providing test cases concerning services in which service providers collaborate in using information, and improving cashless payment environments.

2. Outline of the demonstration projects

Aiming to publicly implement the services demonstrated in the projects by 2020 and establish the Omotenashi Platform, METI will conduct FY2016 demonstration projects in three regions: Kanto, Kansai and Kyushu.

Demonstration project in Kanto (Hakone, Yugawara and Kamakura)

In Hakone, Yugawara and Kamakura, JTB Corporate Sales Inc. will lead the project and demonstrate new services using a biometric (fingerprint) authentication system, e.g., in cashless / card-less payment, check-in at accommodations, and participation in experience-based programs.


Demonstration project in Kansai (Osaka)

In Osaka, Panasonic Corporation group companies will lead the project and demonstrate new services in commercial facilities and other places in the city, e.g., payment using a biometric (palm print) authentication system after registering their palm prints with authentication services enabled with their own smartphones and other devices, and information provided to smartphones and other devices using LED light sources.


Demonstration project in Kyushu (Fukuoka)

In Fukuoka, JTB Corp. will lead the project and demonstrate new services, e.g., card-type, value-added gift coupons and utilization of information across sectors collected through collaboration with existing smartphone applications for overseas tourists in Japan.


Establishing the Omotenashi Platform

In parallel with the demonstrations in the three regions above, METI will establish the Omotenashi Platform. Deloitte Tohmatsu Consulting LLC and Dai Nippon Printing Co., Ltd. will lead this effort. METI will collaborate with the existing social network systems and a variety of service providers, and through this collaboration, it will also develop user-friendly environments to enable users to enjoy better services, by removing overlapping procedures for personal information registration for applications and services provided by participating businesses and communities.


Aiming to publicly implement the resulting services by 2020, METI will also strive to collaborate with a variety of businesses and communities other than those mentioned above.

Release date

September 28, 2016

Division in Charge

Information and Communication Electronics Division, Commerce and Information Policy Bureau

Related Information

Ministry of Economy, Trade and Industry1-3-1 Kasumigaseki, Chiyoda-ku, Tokyo 100-8901, Japan Tel: +81-(0)3-3501-1511
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