On June 14, 2011, HRH Crown Prince Frederik visited the Matsushima Islands as part of a tourist industry promotion for the Matushima region. International tourism has come to a halt, while Japanese tourists are down to 25% of the normal rate. It is a severe blow to the local tourist industry and thus the region's economy. Through his visit to the Islands Matushima City hopes to highlight that the region is not only safe for tourists but that they also are very welcome to visit the region and the Islands again after the tsunami hit on March 11, 2011. The Islands are considered one of the top scenic spots in Japan.