Learning from Local Experts: Enhancing Atami's Urban Development Strategies

On January 30, 2026, Atami City, in collaboration with JTB Corporation, will host a significant talk session focused on urban development and revitalization in Atami. This event, titled "Learning from Practitioners in Atami: Insights on Urban Development and Community Revitalization", aims to bring together practitioners involved in Atami's development and that of other regions. It will be held at the 3×3Lab Future in Otemachi, Tokyo.

Atami, located in Shizuoka Prefecture, attracts around six million visitors annually. The city and JTB have initiated the compelling business project, "Unexpectedly Atami for Biz", aimed at fostering urban development through various innovative business offerings that generate new visitor flows. In this talk session, local experts who have actively contributed to the community, including those who have relocated to Atami, will discuss the city's past initiatives, current projects, and future outlooks.

Why Attend?

This event is particularly valuable for:

- Individuals interested in Atami's evolution and future prospects.
- Those seeking sustainable urban development methods that leverage local resources.
- Entrepreneurs wanting to innovate existing assets and create new business models.
- People exploring strategies to increase the number of relationships that connect diverse community members.
- Professionals looking to move from urban areas to rural regions to contribute to local economies.
- Anyone interested in building unique regional brands and experiential content.
- Individuals invested in balancing business growth with solving community challenges.

Event Details

- Date and Time: January 30, 2026, from 6:00 PM to 8:30 PM (JST)
- Location: 3×3Lab Future, 1-1-2 Otemachi, Chiyoda-ku, Tokyo
- Organizers: JTB Corporation, Atami City
- Registration URL: Register Here

Agenda:

- 18:00 - 18:10: Opening Remarks and Introduction
- 18:10 - 18:25: Discussion on "machimori’s Urban Development" by Mr. Kazuki Futami
- 18:25 - 18:40: Insights on "Farmcation at Takara no Hatake" by Ms. Yuka Setsuda
- 18:40 - 18:55: "AJIRO MUSUBI's Contribution to Community Revitalization" by Mr. Akihiro Yamazaki
- 18:55 - 19:30: Panel Discussion featuring Mr. Futami, Ms. Setsuda, Mr. Yamazaki, and moderated by Mr. Kazuhiro Kanda from the Ecozzeria Association
- 19:30 - 19:40: Break
- 19:40 - 20:30: Networking Session

Featured Speakers:

- Kazuki Futami: Heir to a 150-year-old dried fish shop, and a key figure in Atami’s urban projects.
- Yuka Setsuda: Founder of Takara no Hatake and innovator behind the concept of Farmcation promoting local agriculture.
- Akihiro Yamazaki: Representative director of AJIRO MUSUBI, engaged in revitalizing Atami’s community through creative repurposing of spaces.
- Kazuhiro Kanda: Director at the Ecozzeria Association and moderator, experienced in urban development strategies.

About “Unexpectedly Atami for Biz”

Launched in October 2023, Unexpectedly Atami for Biz represents a strategic initiative by Atami City and JTB to promote business engagements in Atami. This initiative provides a centralized service desk to assist corporate clients with training programs, meeting venues, and other business needs. It aims to leverage Atami's unique qualities to assist businesses in conducting operations there effectively, thus fostering an expanded relationship between the city and visitors.

For further inquiries or opportunities for interviews, feel free to contact:

- Service Desk: [email protected] | Phone: 054-205-8081 (Weekdays 9:15 AM - 5:45 PM)
- Atami City Tourism Promotion Office