Record 14.76 Million Tourists, Decline in School Trip Students — The Divergence of ‘Those Who Come’ and ‘Those Who No Longer Come’ in Hiroshima

In 2023, Hiroshima City welcomed 14.76 million tourists, marking a record high for the second consecutive year. The recovery of foreign tourists has been a driving force, bolstered by a growing international interest ahead of the 80th anniversary of the atomic bombing.

On the other hand, the number of school trip students continues to decline.

As the number of visitors increases, the number of those who no longer come decreases. Although both groups are exploring the same city, these two figures are moving in opposite directions — what does this divergence signify? By examining the mechanisms of tourism and education, a slightly different landscape emerges.

—

The Mechanism Supporting 14.76 Million Tourists: “Extending Stay Time”

At first glance, Hiroshima’s tourism appears to be thriving. However, the figure of 14.76 million did not accumulate naturally. Behind it lies a diligent effort to create a system aimed at “extending the stay time of tourists by even one hour.”

In 2024, Hiroshima Prefecture hosted a business meeting focused on experiential tourism, with participation from 30 local organizations. Tours of local oyster farms, brush-making experiences at Kumano brush workshops, and proposals for cycling routes connecting the islands of Setouchi — all of these products aim to transform Hiroshima from a “transit city” to a “destination city.” By providing a platform for direct negotiations with travel agencies, the likelihood of these experiences being incorporated into package tours increases. This design is not reliant on the efforts of individual businesses but is structured around a marketplace for negotiations.

Another noteworthy initiative is the introduction of a reservation system for the Hiroshima Peace Memorial Museum. This system, initiated to avoid crowding post-COVID, has resulted in the unexpected benefit of “eliminating waiting times.” Previously, during school trip seasons and major holidays, visitors often faced two-hour waits, but with reservations, it has become easier to incorporate a visit into travel plans. For tourists, the museum has transformed from an “uncertain destination” to a “certain destination.” This change, though seemingly small, is significant.

Additionally, the special operation “Peace Loop 653,” utilizing the atomic-bombed tramcar No. 653, allows participants to listen to readings of atomic bomb experiences while touring the city. This concept of transforming travel itself into an “experience” blurs the boundaries between tourism and historical education. Reports indicate that there were more applications than available spots for the 2024 operation.

What these initiatives have in common is that they create a structure where the focus is not on “please come,” but rather on “creating an environment where those who come want to stay longer.” This shift from attracting visitors to designing for extended stays is changing the substance behind the figure of 14.76 million.

—

Why is the Number of School Trip Students Declining?

According to tourism statistics published by Hiroshima City, the number of school trip students has been on a downward trend since its peak. Nationwide, a survey by the Japan School Trip Association indicates that the percentage of middle schools choosing Hiroshima as a destination has gradually declined since the late 2010s.

Why is this happening?

One reason is the cost issue. The typical cost for a school trip for public middle schools is around 50,000 to 70,000 yen per student, but rising transportation and accommodation costs are putting pressure on school budgets. For schools in the Kanto region, Hiroshima is nearly a four-hour trip by Shinkansen, which adds both travel time and costs compared to Kyoto and Nara. Within a limited budget, the decision to “extend the trip to Hiroshima” is becoming increasingly challenging.

Another reason is the changes in curriculum. With the introduction of inquiry-based learning and SDGs education, the selection of school trip destinations has diversified. While peace education remains an important theme, the assumption that “peace education equals visiting Hiroshima and Nagasaki” is gradually fading. The increase in alternative methods, such as online classes featuring testimonies from atomic bomb survivors or fieldwork exploring local war relics, has made it more difficult to justify the “necessity of visiting the site.”

Moreover, there is another factor that is often overlooked but cannot be ignored: the aging of atomic bomb survivors. The average age of those who can directly share their experiences has surpassed 85. For students visiting Hiroshima on school trips, the opportunity to hear directly from survivors was once the primary reason for choosing the city. The physical reduction of such opportunities is undermining Hiroshima’s “uniqueness” as a school trip destination.

The decline is not due to a loss of Hiroshima’s appeal. Rather, it reflects changes in the “selection mechanisms” surrounding Hiroshima — cost structures, curriculum design, and the availability of alternative experiences.

—

What the Two Numbers Reflect: “Who is Being Facilitated?”

The figures of 14.76 million tourists and the declining number of school trip students raise the question of “who the mechanisms are oriented towards.”

The experiential tourism business meetings, the reservation system for the museum, and the atomic-bombed tram tours — all of these are primarily designed with individual travelers and foreign tourists in mind. For those who plan their itineraries, make their own reservations, and explore the city according to their interests, Hiroshima has undeniably become an “easier city to visit.”

In contrast, school trips are different. For teachers leading a group of 40 students while simultaneously arranging transportation, meals, and educational programs, how well are the “facilitating mechanisms” for choosing Hiroshima in place? Subsidy systems for costs, group reservation systems for schools, and curriculum packages that connect pre-trip learning with on-site experiences — the presence or absence of such “teacher-facilitating mechanisms” could be pivotal in determining whether Hiroshima is chosen.

Nagasaki City has introduced a system to subsidize part of the bus costs for schools visiting Nagasaki for school trips starting in the 2023 fiscal year. Okinawa Prefecture offers a model course combining peace education and nature experiences free of charge to schools. As other “peace education sites” work to alleviate the burden on teachers through their systems, it is crucial to observe how Hiroshima responds.

—

What Lies Between “Conveying” and “Communicating”

As Hiroshima approaches the 80th anniversary of the atomic bombing in 2025, it is expected to welcome even more visitors from around the world. Since the G7 Hiroshima Summit, its international recognition has undoubtedly increased. The number of tourists will likely set another record high.

However, an increase in numbers does not equate to effective communication.

Tourists visit the museum, pause in front of the Atomic Bomb Dome, and take photos. Whether there is a moment of “understanding” within that act cannot be measured from the outside. Conversely, when a 15-year-old visiting Hiroshima on a school trip listens to a survivor’s testimony and falls silent — whether something remains in that silence is also not reflected in the numbers.

The tourism mechanisms excel at increasing the number of “those who come.” However, the absence of “those who no longer come” raises questions that lie outside the mechanisms.

Hiroshima City’s tourism strategy is evolving towards extending stay times, enhancing the quality of experiences, and generating repeat visitors. This design philosophy is sound. However, in light of the reality that the “system for sending the next generation through school trips” is dwindling, there is a need to build a bridge between tourism and education.

The testimonies read inside the atomic-bombed tram No. 653 are recorded voices. Even after the living survivors are gone, that tram will continue to run through the streets of Hiroshima. The question is, who will be on that tram — and who will create the mechanisms to facilitate that?