#Japan #Tokyo #Inbound Tourism #JTB #Agricultural Stay

Japan's Culinary Tourism Takes Center Stage

In an ambitious initiative to enhance Japan's culinary tourism, JTB Corporation has concluded its stay plan competition aimed at promoting inbound agriculture stays, known colloquially as "Nōhaku". This contest, which took place from June to July 2025, was designed to unearth stay plans that not only draw international visitors but also expand consumption related to local food and agricultural products.

Understanding Nōhaku

Nōhaku represents a unique travel experience that allows visitors to stay in rural agricultural, mountain, and fishing villages. During their stay, guests can indulge in the enjoyment of local resources through meals and experiences rooted in the area. From immersing in traditional cooking by participating in local cuisine creation and agricultural work to relaxing in accommodations converted from old farmhouses, travelers have the opportunity to savor the rhythm of rural life while experiencing the area's cultural heritage.

The Ministry of Agriculture, Forestry and Fisheries has selected 40 regions across Japan as “重点地域 for inbound promotion of Nōhaku.” These areas are recognized for their potential to attract foreign travelers looking for authentic experiences tied to local agriculture. This initiative seeks to bolster the inbound tourism infrastructure specifically designed for international guests, guiding them toward unique experiences in Japan's picturesque rural landscapes.

The Competition

The recent competition sought to identify and reward those regions that can best leverage their food-related resources to attract inbound tourists. Participants under this contest were mainly regions identified as “重点地域”. In evaluating the various submissions, a panel of external judges determined that eight regions stood out as worthy of recognition.

The competition culminated in the selection of one Grand Prix winner, two exceptional award recipients, and five corporate award winners. Each of the award-winning regions will receive additional support, including promotional assistance for their plans, tailored guidance throughout the implementation process, and enhancement support from corporates associated with the contest.

Partners and Sponsors

The competition found strong backing from several corporate sponsors including ABC Cooking Studio, Booking.com, Orange Page Co., Ltd., Rakuten Group, and JTB itself. Together, they aim to bridge the gap between local experiences and increased inbound consumption. Their involvement signifies a collective commitment to revitalizing rural communities through the lens of culinary tourism.

The awarded regions will benefit from not only price recognition but also from vital support structures that will help them market their unique offerings effectively, engage in promotional campaigns, and ultimately expand food-related consumer activity through enhanced visibility in the tourism sector.

Conclusion

As Japan continues to embrace agricultural stays and culinary tourism, the awarded plans herald a promising evolution in attracting inbound tourists. The commitment from JTB and its partners showcases a collaborative effort to enrich travel experiences while simultaneously supporting rural economies. Both locals and travelers are encouraged to participate in this exciting journey of cultural exchange and appreciation for Japan’s abundant culinary heritage.