If you asked many Kansai-area foreigners, and not a few Tokyoites, to
come up with a slogan to promote Osaka internationally, you might get a
response along the lines of: “Osaka: When You Can’t Get a Hotel in
Kyoto.”
Proximity to the ancient capital (station to station it is only 30
minutes on an express train) is one of many issues Osaka faces in its
renewed quest to lure foreign tourists. But that’s not to say they are
avoiding the city. Indeed, the opposite is true, especially for those
traveling here from other countries in the region.
Recent statistics released by the Osaka Government Tourism Bureau
show that in 2012, about 8.36 million people visited Japan, with 5.42
million, or 65 percent, coming from four Asian countries and cities:
South Korea, Taiwan, China, and Hong Kong.
Of these, around 52 percent from Taiwan, 50 percent from Hong Kong,
30 percent from South Korea and 20 percent from China passed through
Kansai airport, as opposed to only 11 percent of those from North
America.
Past attempts to sell Osaka abroad have focused on bringing people to
aquariums or landmarks that city planners mistakenly thought would be of
interest. Now, however, the focus is on marketing Osaka as an
entertainment destination and providing a more personal, interactive
experience.
Among the promotional activities planned for 2014 are the Osaka Pop
International Cool Japan Awards, scheduled to take place in March, and
the UNESCO-sponsored International Jazz Day, which is actually five days
of concerts and workshops that kick off on April 25.
The pop festival in late March includes events on manga, anime, food,
music and other cultural curiosities.
On the other hand, promoting jazz in Osaka sounds strange to
Kansai-area residents, who have long
associated that particular genre of
music with its western neighbor Kobe, the venue for one of the nation’s
largest jazz festivals for over 30 years.
But Osaka tourism bureau Executive Director Kunio Kano says efforts are bearing fruit.
“In November, we hosted the first Osaka Asian Dream Jazz Competition.
Thelonious Monk Jr. attended, and we had support from the Monk
Institute of Jazz. With the International Jazz Day planned for April, we
think Osaka will become a major Asian hub for jazz,” he said.
Osaka officials have also, finally, begun to offer themed walking tours.
Six tours are offered on the bureau’s website, covering the city’s
northern and southern areas and focusing on Osaka Castle, Sumiyoshi
Shrine, the city’s various waterways, the throbbing Dotonbori district
and the more down-to-earth (traditionally, at least) Tennoji district.
Residents have long been proud of their food and
boast about the
“takoyaki” (octopus dumplings) and okonomiyaki (as-you-like pancakes) as
reasons to visit. However, Kyoto, Sapporo, Yokohama, Hiroshima,
Fukuoka, Okinawa and, of course, Tokyo, have restaurants of all kinds
offering food that is similar in quality or better than what one can
find in Osaka.
The response to such regional competition has been to boost emphasis
on the creation and enjoyment of simple foods via tours to local
markets, highlight the part of town that sells kitchen and restaurant
supplies, and offer home cooking experiences where tourists can learn to
make dishes like sushi, okonomiyaki, and tempura.
This overall strategy might be working, given the rise in visitors.
But Osaka’s goal is to attract 4.5 million of them by 2016, and 6.5
million by 2020 — ambitious figures, to be sure.
source: http://www.japantimes.co.jp/news/2013/12/22/national/osaka-joins-rush-to-attract-foreign-tourists/#.UtPOVLTEe8d