Tourism Lab
ツーリズムラボ
Tourism Lab
ツーリズムラボ
Tourism Lab is a research facility that monitors the rapidly increasing numbers of tourists and visitors, devising tourism strategies that address urban challenges while creating value. As inbound tourism recovers, issues associated with overtourism–such as congestion, noise, litter problems, and traffic jams–become increasingly apparent. We aim to establish a tourism framework that adapts to these changes.
Through researching leading examples and examining institutional design, we will balance proactive strategies with defensive measures to design a sustainable tourism model for Shibuya.
We will systematically analyse the current state of tourism in Shibuya by tracking the movements of tourists and visitors.As exemplified by congestion and safety measures during Halloween, tourism significantly impacts urban management. Based on on-the-ground needs and data, we will reassess the overall picture of urban tourism, encompassing not only negative aspects such as congestion and environmental impact, but also strengths like nightlife culture and cultural assets.
To simultaneously resolve tourism challenges and enhance urban value, institutional design is essential. Drawing on overseas examples, we will explore new mechanisms such as securing funding for regional area management and redesigning advertising systems. Furthermore, we will investigate the potential to generate funds for addressing urban issues through tourism, including the introduction of systems such as accommodation taxes.
Tourism Lab aims to establish a model that reinvests the capital generated by tourism, creating a cycle that fosters further urban value creation. By not only allocating tourism revenue towards resolving urban challenges but also connecting it with data-driven city management, we envision Shibuya's future as a sustainable tourism city.
Through collaboration between industry, government, academia, and the community, we are working to create, nurture and connect new tourism promotion initiatives within our ever-evolving city. Our activities aim to realize the vision of Shibuya as an international cultural tourism destination.
