This slowdown continued up until the end of the first half of 1981. However, in the latter half of the year, it showed a marked increase of 5.6%. Accordingly, 1981 ended with a moderate increase of 2.5%. The 1979 level was surpassed for the first time in 1982, after a three-year period. The percentage has been growing ever since, with the growth pace being accelerated after 1986 when the yen suddenly began to strengthen.
Increase in Japanese Overseas Travelers
In September 1987, the government initiated its Five-Year Plan, called the "Ten Million Program", a campaign to promote Japanese travel abroad. The program aimed at doubling the number of Japanese tourists in five years from the 5-million mark reached in 1986 to 10 million by 1991.
In addition to the economically favorable circumstances, a government-led campaign was launched to facilitate going abroad. At the end of November 1990, the fourth year of the plan, travelers surpassed the 10-million level one year ahead of the Five-Year Plan goal. However, in 1991, due to the adverse effect of the Gulf War, the Japanese outbound market experienced its second setback since the second oil crisis in 1980.
In 1992, recovering from the Gulf War, the number of Japanese overseas travelers showed an increase. The recession following the collapse of the "bubble" economy damaged the Japanese outbound market, and the number of Japanese overseas travelers decreased in the successive 10 months from September 1992. After July 1993, however, the number has continued to grow steadily, helped by the strong yen and the reduction in tour prices. The growth rate for each month in the fourth quarter showed a double-digitrise for the year 1993 to end with a moderate increase of 1.2%. This upward tendency continued throughout 1994, with the year ending with a double-digit increase of 13.8%. Additionally favorably affecting the growth besides the strong yen and the reduction in tour prices, were the inauguration of and increases in international flights with the opening of Kansai International Airport in September.
