#Japan #JTB #Airbnb Japan #Community Hub #Kamokuni Town, Hokkaido

The Launch of the "Regional Future Revitalization Workshop"

In a notable collaboration, Airbnb Japan and JTB have announced the establishment of a new initiative called the "Regional Future Revitalization Workshop." This venture aims to address local challenges and produce sustainable values through cooperative efforts with various industries and organizations. The launch was confirmed today, marking the beginning of this exciting journey.

With the resurgence and growth in tourism across Japan, different challenges are surfacing, including a shortage of available accommodations and the underutilization of regional resources. Specifically, making effective use of vacant houses and idle facilities is crucial. The need for regional citizens, businesses, and municipalities to engage in sustainable urban development has never been more important. Airbnb has previously focused on revitalizing local economies through the utilization of these vacant spaces and enhancing tourism.

Earlier this year, Airbnb and JTB signed a comprehensive cooperation agreement, primarily concentrating on Eastern Japan. Through dialogues and pilot projects in multiple regions, they concluded that what communities truly need is a shift beyond conventional tourism support, fostering sustainable growth that connects with the future of community living.

What is the "Regional Future Revitalization Workshop"?

The "Regional Future Revitalization Workshop" is envisioned as a co-creation model, mainly led by JTB and Airbnb but designed to incorporate a diverse range of enterprises and organizations. The goal is to embrace local culture and identity while aspiring to create sustainable growth that transcends mere tourism support.

Businesses that are committed to contributing to community development can join this open structure, leveraging their expertise and resources. Not only are companies already engaged in regional revitalization welcome, but those who want to get involved are also encouraged to participate.

Towards Practical Implementation

This initiative aims for practical outcomes, moving beyond theoretical discussions to genuinely connect with the aspirations of the community, fostering tangible solutions. This offers companies a real opportunity to apply their services and technologies to local issues.

A Joint Challenge to Cultivate a Vibrant Future

By facilitating interaction among supportive partner enterprises, communities, residents, and travelers, the initiative seeks to generate diverse forms of vibrancy and collectively challenge to nurture this future.

In this project, Airbnb will utilize its extensive experience in the home-sharing business and its established connections with local governments across Japan. Leveraging the Airbnb Partners network, created in 2018 to enhance the residential accommodation sector and expand the sharing economy, will further strengthen collaboration among participating companies. Moreover, new accommodations and unique experiences resulting from this initiative will be actively promoted through global channels to attract visitors from around the world.

These efforts will not only create new lodging options by utilizing vacant assets but will also respond to various accommodation needs including tourism, relocation, education, corporate training, and disaster responses, all while working alongside JTB and partner companies to deliver impactful support at scale.

Case Study: Activities in Kamokuni Town, Hokkaido

In Hokkaido's Kamokuni Town, from April 2025, community members and high school students will be involved in DIY activities and workshops to transform two vacant houses into accommodation facilities. These are expected to commence listing on Airbnb by late November, with aspirations to expand to 30-40 properties across the town in the future. Kamokuni Mayor Noboru Kudo remarked, “By bringing external insights, we are recognizing vacant properties as resources, allowing for their effective repurposing. Our goal is to have 30-40 places to stay in the entire town and create a welcoming infrastructure for visitors.”

Future Developments

Through promoting this community initiative, Airbnb and JTB target to expand into 125 regions across Japan by 2028, co-creating models tailored to the unique characteristics of each area with partner companies. Specifically, they will focus on four key themes:

1. Renewable Energy Regions: Develop accommodation infrastructure linked to renewable energy projects (e.g., Kamokuni Town in Hokkaido).
2. Industrial Cluster Regions: Support accommodation needs within industrial parks and related areas (e.g., Ishikari City in Hokkaido).
3. Disaster Recovery Regions: Repurpose vacant properties as evacuation shelters and temporary homes (e.g., Takana City in Miyazaki).
4. Remote Islands and Peripheral Regions: Create hubs to foster exchanges for tourism and potential relocators (e.g., Setouchi Town in Kagoshima).

Additionally, the recruitment for partners in the “Regional Future Revitalization Workshop” will begin today. Already, DNP, as well as Ryohin Keikaku with its MUJI room essentials initiation, have expressed interest in participation. Enterprises such as CCC, Orient Corporation, and Sompo Japan will also join from the Airbnb Partners network. As more like-minded organizations join from various regions, the expertise JTB has gathered in tourism and Airbnb's global network and home-sharing experience will collaboratively uplift local values, establishing a sustainable future and a novel model for regional revitalization across the nation.

Conclusion

As Nathan Blecharczyk, co-founder and Chief Strategy Officer of Airbnb, stated, "Through this initiative, we aim to extend a new stay structure nationwide, collaborating with JTB and diverse partners. This effort seeks to realize a sustainable tourism experience rooted in the community."

The groundbreaking endeavor between Airbnb and JTB represents a significant step towards sustainable community development in Japan, illustrating how local resources can be effectively mobilized to create a thriving future.