New Collaboration for Regional Revitalization in Japan's Tourism Sector

New Collaborations to Boost Regional Tourism in Japan

In a groundbreaking initiative for regional revitalization, the travel company HIS has entered into comprehensive agreements with several municipalities, including Ome City, Kahoku Town, and Oyama Town, to launch the new "Destination Create Project". This project represents a collaborative effort aimed at harnessing local attractions and enhancing the overall tourism experience in these areas. The signing of these partnerships took place recently, marking a pivotal moment in promoting local tourism.

Objectives of the Agreements

The primary objectives of the agreements encompass a wide range of collaborative efforts aimed at fostering regional revitalization:
1. Promoting Regional Revitalization: Enhancing local economies through tourism is a major focus.
2. Showcasing Local Attractions: Developing strategies to highlight the unique offerings of each municipality.
3. Strategic Planning for Tourism Industry Growth: Creating plans for promoting both inbound and domestic tourism.
4. Increasing Visitor Attraction: Specific tactics to draw more tourists to local attractions and facilities.
5. Fostering Community Engagement: Encouraging involvement from local populations in tourism efforts.
6. Business Attraction and Collaboration: Working to attract businesses to the region to stimulate growth.
7. Promoting SDGs: Focusing on sustainable development goals in all activities.
8. Utilizing and Preserving Natural Resources: Ensuring that tourism practices do not harm the environment.
9. Promoting Culture and Industry: Highlighting local culture and industries through tourism.
10. Achieving Necessary Objectives: Any other areas deemed essential to fulfill the partnership goals.

Specified Municipal Involvement

Ome City, Tokyo

Ome City, located in the upper reaches of the Tama River in Tokyo’s northwestern area, is acclaimed for its rich natural resources and has been a site of mountain worship for centuries. It features stunning landscapes, including Mt. Musashi Mitake and the Mitake Gorge, making it a prime location for hiking and river activities. HIS and the local company Satoyume, which established the integrated company Ensen Marugoto Co., Ltd. in December 2021, have also executed projects aimed at revitalizing the community through hotel development represented as an entire train line, dubbed the “Ensen Marugoto Hotel.” The recent inclusion of Ome City into the project underscores its commitment to becoming a vibrant tourism destination.

Kahoku Town, Yamagata Prefecture

Nestled in central Yamagata Prefecture, Kahoku Town is surrounded by majestic mountains such as Mt. Gassan and Mt. Asahi. Historically a hub for the shipping of safflower via the Mogami River, the town seeks to use its regional assets to create engaging tourism content and enhance its viability in providing inbound tourism services. Starting from July 2025, HIS plans to send personnel to support local tourism and community development initiatives.

Oyama Town, Tottori Prefecture

Situating itself at the base of Japan's oldest sacred mountain, the Daizen, Oyama Town combines nature with a historical legacy that attracts spiritual seekers and outdoor enthusiasts alike. This new agreement aims to develop fresh tourism initiatives while leveraging the town’s convenient access from the Kinki and San’in regions, further enhancing population engagement and tourism opportunities.

Conclusion

This collaboration among HIS and these municipalities is set to usher in a new era for Japanese tourism, characterized by innovative approaches to regional promotion and sustainable practices. This initiative is not only about drawing more tourists but also about building a sustainable infrastructure that benefits local communities. By showcasing unique local offerings and promoting an inclusive growth model, the “Destination Create Project” aims to redefine the travel experience while contributing positively to regional communities across Japan.

For more information, check the project’s official site: Destination Create Project.