#Japan #Dairy Farming #JTB #Nasushiobara

JTB and Nasushiobara City Sign a Collaborative Agreement

On May 28, 2025, JTB Corporation, headquartered in Shinagawa, Tokyo, made a significant stride in promoting agri-tourism by signing a partnership agreement with Nasushiobara City in Tochigi Prefecture, led by Mayor Michitaro Watanabe. This collaboration focuses on enhancing dairy farming, which is a primary industry in Nasushiobara, through diverse tourism initiatives.

Background and Objectives of the Agreement

Nasushiobara City takes pride in being the top milk producer in Honshu, second in the entire nation. Its ambitions are encapsulated in a strategy known as the “Milk Town Strategy,” which aims to create a compelling dairy community. Nevertheless, the city faces several pressing challenges, including rising production costs, an aging workforce, and a shortage of skilled labor in the dairy sector. Addressing these challenges has become essential.

JTB has extended its collaboration with Nasushiobara City by engaging in various significant projects like pre-Olympic camp hosting and activities connected to international expos. As part of this new agreement, both parties will work on creating new value by integrating dairy farming with tourism, solving problems faced by dairy farmers, and establishing the “Milk Town Brand.” The ultimate goal is to promote sustainable local development, thereby revitalizing Nasushiobara City and boosting its tourism sector.

Duration of the Agreement

The partnership agreement is set to last from May 28, 2025, to May 31, 2026.

Key Elements of the Agreement

1. Development of tourist attractions centered around dairy farming.
2. Support for expanding distribution channels through regional product promotion.
3. Creating a sustainable community by improving dairy farming infrastructure.
4. Encouraging exchange based on mutual insights.
5. Ongoing support for tourism promotion and regional revitalization efforts.

Specific Initiatives Planned

1. Development of content aimed at solving challenges faced by dairy farmers.
2. Promotion of secondary industrialization and support for both domestic and international market expansion.
3. Implementation of marketing promotional activities on both domestic and international fronts.
4. Consideration of facility improvements aimed at realizing the vision of an attractive dairy town.

About JTB Corporation

JTB Corporation focuses on its core business of facilitating exchanges among people, places, and experiences. Utilizing a wide-reaching network across Japan, JTB is committed to solving local and tourism-related challenges through the creation of diverse human flows, logistics, and business transactions. The company continually seeks innovation and the creation of new value to enhance local economies and communities. Note that “Exchange Creation Business” is a registered trademark of JTB.

Contact Information for Inquiries

For general inquiries, you can reach JTB Utsunomiya Branch at TEL: 028-614-2171 (Available from 9:30 AM to 5:30 PM, excluding weekends and holidays, as well as from December 30 to January 3).