#Japan #Travel Tech #Shinagawa #Otetutabi #EY Innovative

Otetutabi Receives EY Innovative Startup 2026 Award

Otetutabi, a unique platform that combines travel with assistance opportunities, has been recognized as one of the leading startups in the Travel Tech sector by EY, a reputed auditing and consulting firm. This accolade is awarded annually to groundbreaking companies that demonstrate significant growth potential, and Otetutabi's innovative model aligns perfectly with the recognized criteria.

Background on EY Innovative Startup

The EY Innovative Startup award was initiated in 2017 by EY Japan to promote innovation that contributes to economic revitalization. Each year, the service evaluates promising seed or early-stage startups across three key pillars:
1. Business growth potential
2. Innovation in products or services
3. Commitment to solving societal challenges
This year, fifteen companies from eleven different technology and business sectors have been honored, showcasing the remarkable work being done to foster innovation and partnership in the entrepreneurial landscape.

Selection in the Travel Tech Sector

Otetutabi stood out in the Travel Tech category due to its unique approach to addressing regional labor shortages while simultaneously generating a sense of community engagement through travel. The service supports a distinctive model where travel is intertwined with assistance, creating “second hometowns” across various regions in Japan. As the platform connects travelers with local businesses needing assistance, it effectively creates a new model for regional revitalization.

Insights from CEO Rina Nagaoka

In her remarks regarding this prestigious recognition, Rina Nagaoka, CEO of Otetutabi, expressed her gratitude and shared her vision for redefining travel culture in Japan. Nagaoka emphasized the importance of fostering connections between travelers and local communities, enabling visitors to develop a fondness for regions that might otherwise go unexplored. She articulated the need for individuals in Japan, especially given the ongoing demographic challenges, to take on multiple roles—first as travelers enjoying their experiences, and later as partners who continuously engage with the local community.

“The idea is to cultivate a lifestyle where each participant not only contributes one role but can embody multiple roles to enhance both their experiences and the community’s vitality,” Nagaoka stated. By encouraging diverse interactions, the platform aims to contribute significantly to the sustainability and visibility of Japan’s regional areas.

What is Otetutabi?

Otetutabi combines support and travel into one seamless matching service. It connects regional businesses experiencing labor shortages with travelers interested in working during their vacations, allowing them to earn while exploring new areas. Participants cover their own travel expenses but benefit financially and culturally from their immersive experiences.

By providing accommodation and compensation to travelers, local businesses can attract a workforce from across the country without incurring transport costs. Flexible work arrangements ranging from short two-day stays to longer engagements of less than two months are available, creating a win-win scenario.

Additionally, travelers often find time to explore local attractions during their stay, further boosting the regional economy.

Building Lasting Relationships

The average stay for participants on Otetutabi is approximately two weeks, allowing travelers to forge lasting relationships with local communities—relationships that extend beyond short-term visits and contribute to a sustainable “relationship population”. Preliminary feedback through participant surveys indicated that:

• - 81% of respondents stated they visited regions they hadn’t planned to if not for Otetutabi.
• - 49% admitted they were unaware of the region's attractions before their stay.
• - 70% mentioned it was their first visit to the area.
• - 86% expressed a desire to return to previously visited locations.

Success Stories of Relocation

Several participants have chosen to settle or even acquire jobs locally post-participation, demonstrating Otetutabi’s role as a gateway for more comprehensive relocation initiatives.

As of March 2026, more than 97,000 users have registered with Otetutabi, indicating a surge in interest from individuals seeking affordable travel opportunities amidst rising living costs. The convenience offered by remote work has further fueled interest in exploring life beyond urban centers, particularly among the aging population.

Growing Demand from Businesses

On the other side of the equation, businesses facing labor shortages are eager to harness the recruitment potential that travel presents. As of now, over 2,300 local businesses have registered with Otetutabi, spanning sectors from hospitality to agriculture and more. The versatility of the types of businesses involved is expanding, showcasing the adaptability of the Otetutabi model.

Engaging with Local Governments

Otetutabi is currently collaborating with over 70 local governments across Japan, enhancing its community reach and operational capabilities. Their success stories illustrate the potential of combining travel with local support as a way to promote not only tourism but also sustainable economic growth within Japanese regions.

For more insights and potential inquiries regarding collaboration or media engagement, you can find more information at Otetutabi's official site.