国際観光施設協会 中山会長 – 第3回「日本の観光産業、観光施設産業の力」

公益社団法人 国際観光施設協会は主にホテル、旅館など観光施設のハードを担う企業の団体。設計、建設、設備、内装、家具、造園などの企業が中心であり、多くの日本を代表する企業が所属する。同協会は戦後の外貨獲得、インバウンド促進の政策の中で設立された。そして、現在、活動範囲は観光産業から、観光を基軸とした地域創生に広がっている。
地域観光の課題と再生、そして地域創生にかける想いを中山庚一郎会長に伺った。
全4回。今回は3回目。

第3回:日本の観光産業、観光施設産業の力

アジアにおける日本の観光産業、観光施設産業の競争力について教えてください。
日本ならではの観光のブランドを
4月11日、12日に2011年以来、4年ぶりとなる日中韓観光大臣会合がありました。そこでは、国のブランドが議題となりました。日中韓がそれぞれ独自のブランドを持とう、同じブランドではなく、日本は日本のブランド、中国は中国のブランド、韓国は韓国のブランド持とうと。

そのブランドをキラキラ輝かせて、世界中の人が集まるような日中韓エリアを創ろうという話になりました。そうした中で、日中韓の相互の交流をさらに活性化しようということです。

5月20~26日に自民党の二階俊博総務会長が国会議員や経済人ら3000人とともに訪中しました。二階俊博衆議院議員は一般社団法人 全国旅行業協会の会長です。私も国際観光施設協会の会長として訪中団に参加しました。
そこに注目の習近平主席がニコニコとパーティに40分も同席しました。それだけ、中国も観光交流に対して、力を入れていると感じました。

日本の観光施設や観光地をアジアの国と力比べすることには、大きな意味はありません。それぞれ、違うブランドを持つべきです。

訪中団ではさまざまな場所を訪ねましたが、強く印象に残った場所に大同市(中国山西省北部)があります。昔は北魏と呼ばれて、非常に栄えた地方です。
その街は近代には石炭を主たる産業としましたが、大気汚染の規制により採掘量が激減しました。そこで、観光の街への転換を進めたわけです。
その一環として、政府主導で5世紀の北魏の歴史的な大きな城壁を、市街地の高層アパートを解体して復元しています。その土地の歴史遺産を復元し、地域の魅力、イメージを高めることで、観光客や商業を引き寄せて、街を繁栄させようとしています。

日本でも歴史的建造物復元の動き
もちろん、社会制度が違いますので、日本で同じことができるわけではありません。例えば、歴史的な建造物の復元の際、日本では区域の住民やさまざまなステークホルダーの調整が課題です。

そうした中でも、東京でも歴史的建造物を復元する動きがあります。例えば、中央区、日本橋の水路復元です。昔の石垣は残っています、船を通して、水辺にカフェや商店を置き、柳を植え、日本橋の河岸も再現します。
日本橋から鎌倉河岸を接続すれば、大手町まで水路がつながります。相当な集客力を持つエリアになります。

大手企業、例えば、三菱地所(国際観光施設協会の会員)も大手町、丸の内を観光、交流空間にする意向です。そこでは日本独自の文化を入れ込むわけです。

日本の観光施設ハードを担う産業の競争力は高い
日本の観光施設ハードを担う産業の競争力は高いのです。例えば、中国における観光施設の開発では、ほとんどの場合、日本の技術者が関わっています。

最近では、国内だけでなく、海外でも大規模プロジェクトにおいても、日本企業が上流、川上から入るケースは増えていますね。
日本国内での競争に勝ち抜く過程で、企業は上流、川上の力をつけてきたのでしょう。

逆に言えば、日本企業は海外では上流、川上に関わらなければ、プロジェクトに参画しにくいわけです。不動産開発プロジェクトの川下は地元の法規などにより、地元業者優先になりますね。


公益社団法人 国際観光施設協会 会長 中山庚一郎 氏

略歴
建築家 1939年生れ、(株)石井建築事務所 最高顧問
和風建築を好み、地域文化を愛し、「建築は生きている」を標榜して50年、
日本各地の温泉旅館、ホテル、ほか観光施設の設計にたずさわる。
旅を趣味とし仙人会の仲間と世界を旅し、水彩画を描く。
また自然を好み伊豆浮橋で、永く農業をつづける。
2009年から国際観光施設協会会長、公益法人への改組、
エコ・小普及活動、地域活性化に取り組む。

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