#Japan #Local Guide #Matsumoto #SAGOJO

Matsumoto's New Local Guide Training Program

In a bid to enhance the connection between travelers and the local culture, SAGOJO, based in Adachi, Tokyo, has teamed up with Yamaniwa, operating from both Tokyo and Matsumoto, Nagano. They have initiated the "Matsumoto Local Guide Training Program" aimed at cultivating local guides for inbound tourism. This innovative training program is designed to immerse participants in the lifestyle of Matsumoto for three months, enabling them to become "local guides" who bridge the gap between travelers and the city’s artisans.

The Background

Nestled in Nagano Prefecture, Matsumoto boasts remarkable cultural and natural attractions like the National Treasure, Matsumoto Castle, the Northern Alps, and the serene Utsukushigahara plateau. The city welcomes numerous tourists year-round; however, the tourism trends often lean towards quick sightseeing rather than immersive experiences. Many reputable sights can be visited in a few hours, leaving visitors with a cursory understanding of Matsumoto’s rich heritage. Thus, there's a pressing need for a model that encourages longer stays, deeper cultural interactions, and skilled guides.

With the recovery of inbound tourism, travelers' interests are shifting from merely visiting tourist sites to engaging with local ways of living and cultural experiences. This evolution demands guides who can connect artisans and specialists with visitors, weaving the stories of the city into unforgettable experiences.

The Program Features

Starting from the castle town's tranquil atmosphere, pristine waters, and the rich culture of craftsmanship nestled against the backdrop of the Northern Alps, this program focuses on creating individuals capable of sharing Matsumoto's deeper allure with global travelers.

The program's structure comprises several steps:

1. Input & Decomposition: Participants will first experience a street-walking tour designed for inbound tourists by Yamaniwa. They will learn the fundamentals of guiding, including route design, safety management, talk techniques, and English-speaking skills.

2. Planning & Arrangement: Participants will create an original guide plan that incorporates their perspective of Matsumoto by adding unique insights from cafes and alleys.

3. Practice & Improvement: Through repeated mock tours, participants will gather feedback to refine their guiding skills and the content of their programs.

4. Productization & Promotion: Lastly, they will finalize their guides by designing fees, time, and meeting locations, collaborating with accommodations and tourist information centers to present their offerings to travelers.

Yamaniwa is already developing inbound-oriented walking experience plans in advance of this program.

Recruitment Overview (1st Session)

• - Duration: Three months (from October 2025 to January 2026, negotiable)
• - Number of Participants: 1-2 individuals
• - Eligibility: Open to candidates nationwide, must be able to communicate with travelers in English and stay in Matsumoto for three months
• - Compensation: Fixed remuneration of ¥150,000/month for training and preparation= ¥450,000 for the entire period, with performance-based incentives for guided tours
• - Accommodation: TAU Share House Matsumoto (provided free of charge for three months)
• - Application Period: September 29 to October 19, 2025 (candidates will be selected successively; applications may close once positions are filled).

Post-Program Opportunities

Participants who complete the program can continue as contracted professional guides. They may also contribute to creating training materials or community support for future sessions. Additionally, involvement in two-location lifestyles or moving to Matsumoto will also be encouraged.

Comments from Leaders

Daisuke Kasai, CEO of Yamaniwa: "Matsumoto is often described as an ideal location with its balance of urban convenience and proximity to nature. However, a system to effectively communicate our city’s values to visitors is lacking. With this program, we hope to utilize the travelers' foreign perspectives to showcase Matsumoto's charm."

Takashi Suga, Director of SAGOJO: "Travelers possess a unique ‘outside perspective’. The primary goal of this project is to bridge the gap between international visitors and local craftspeople. We are excited about the opportunity to discover Matsumoto's rich cultural landscape through travelers' eyes. Our mission is to enhance the tourism experience in Matsumoto responsibly."

About Yamaniwa

Yamaniwa aims to create cycles of encounters between local communities and travelers by showcasing often-overlooked regional stories. Their programs focus on natural and cultural connections while innovating new lifestyles and work models.

Official Website

About SAGOJO

With a mission of fostering collaboration between travelers and communities, SAGOJO manages a platform for over 30,000 travelers nationally, emphasizes tourism, and revitalizes local regions through effective human resource matching and project advancements.

Official Website