#Japan #Gen Z Engagement #ATAMI #JTB Corporation #Atami Tourism

Fostering Atami's Tourism Value Through Collaboration

The tourism landscape is constantly evolving, requiring fresh perspectives and innovative strategies to attract visitors. Recognizing this need, JTB Corporation has teamed up with public sectors and academic institutions to amplify Atami's tourism appeal, particularly targeting the younger generation, Generation Z. With ongoing initiatives, the collaboration aims to create a sustainable tourism model that aligns with modern trends and expectations.

Overview of the Collaboration

From November 16 to December 14, 2025, JTB Corporation, a prominent player in Japan's tourism industry, facilitated a unique three-day program designed to explore and address local challenges in Atami. This initiative was orchestrated in partnership with the Atami Tourism Association and involved the participation of 16 students from Tokai University’s Faculty of Tourism, the accommodation providers in the city, and local walking tour guides. Their collective objective was to identify solutions that not only enhance tourism but also benefit the community.

During the program, students participated in various activities, including foundational etiquette training, a tour of accommodation facilities, hands-on experiences in hospitality roles, and in-depth workshops aimed at solving local issues. This immersive learning opportunity sought to promote not only employment in the hospitality sector but also to discover new avenues for tourism spending and marketing in Atami. JTB Corporation played a pivotal role by supporting the execution and enhancement of training, fostering new concepts that appeal to younger tourists.

Day-by-Day Breakdown of Activities

Day 1 (November 16)

• - Orientation and Challenges Overview: Students learned about their objectives and discussed existing local tourism challenges.
• - Etiquette Training and Accommodation Tour: Basic hospitality skills were covered followed by a guided tour of local lodging facilities.

Day 2 (November 17)

• - Hands-on Experience in Hospitality: Students engaged in various operational roles such as customer service, planning, cleaning, and beverage service within the accommodation businesses.
• - Guided Walk and Lecture: Local walking guides educated students on the revitalization of Atami Ginza shopping street, followed by a guided exploration of the area.

Day 3 (December 14)

• - Presentation at Atami City Office: Students showcased their findings and ideas during a results presentation, illustrating the potential pathways for enhancing Atami's tourism.

Discovering New Ideas

This innovative public-private-academic partnership breathed new life into Atami's tourism approach by allowing students to contribute insights drawn from current trends and preferences. Ideas such as “staycation-style accommodations,” “concept room developments,” collaborations with local businesses, and utilizing social media for effective public relations emerged from the brainstorming sessions. Such multidimensional strategies underline the significance of engaging younger demographics in tourism activities.

Through this initiative, JTB Corporation aims to solidify its alliance with local tourism businesses and educational institutions, thus ensuring the implementation of sustainable tourism practices and contributing to Atami's revitalization. The feedback from the students and community stakeholders will play a crucial role in shaping future projects, emphasizing the critical need for continuous adaptation in the tourism sector.

As we look ahead, this collaboration stands as a testament to the potential of integrating academia, local businesses, and governmental agencies in crafting a tourism framework that is both appealing and beneficial to everyone involved.

JTB Corporation is committed to maintaining and expanding its partnerships, striving to make Atami a leading example of sustainable tourism that can inspire other regions as well.