Nevertheless, spending per visitor is below the national average, suggesting that the prefecture is not making full use of its opportunities. In order to address such a situation, Hiroshima Prefecture is working on strengthening support for tourism products and services aimed at promoting tours and extending visitors’ stay by providing subsidies to private business operators.
In addition, Hiroshima Prefecture, together with the six neighboring prefectures, set up in spring last year the “Setouchi DMO” — a destination management/marketing organization to promote tourism in the wider region. Members include regional financial institutions that provide support from the funding side.