Japan degrees up on experience functions to entice travellers

Japan’s nascent journey tourism field is developing at velocity, aided by public and private investment, which include by domestic and abroad tour businesses.

Adventure journey (typically outlined as involving at least one of the parts of bodily exercise, a connection to nature and a cultural knowledge) is a essential pillar in the government’s 2023–2026 tourism prepare to enhance regional tourism and visitor usage.

Vacationers can practical experience rafting, stand-up paddle boarding, climbing and fishing at the countryside, these as Akigawa Valley in Tokyo, pictured

The Japan Nationwide Tourism Corporation is as a result advertising journey journey in a bid to appeal to website visitors to rural locations exactly where adventure functions, which are commonly a lot more expensive than sightseeing, are likely to consider location.

“Adventure travellers enjoy interacting with cultures that are particular to each desired destination, so each individual region of Japan presents a thing of fascination,” stated a representative of JTB Company.

Stakeholders in Osaka and Tokyo, which have been visited by 80 for each cent of all vacationers pre-pandemic, are hopeful they can entice people into the close by countryside.

Osaka Conference & Site visitors Bureau (OCVB) has introduced Adventure Osaka, a site introducing routes for mountaineering, e-biking and kayaking, as effectively as spots to expertise nearby society.

“Osaka is about so a great deal more than the metropolis we are a prefecture of varied adventures,” Shirley Zhang of the OCVB’s PR department told TTG Asia.

Tatsuya Morooka, senior supervisor of Fourth Wellness, which organises things to do in the capital’s Akigawa Valley, said: “We want to show website visitors an additional side of Tokyo, in which they can encounter rafting, SUP (stand-up paddle boarding), mountaineering and fishing.”

Abroad firms are also increasing their footprint in Japan.

“We’re dealing with so a lot pent-up need,” reported Fiona Marshall, merchandise director of Uk-primarily based Macs Experience, whose Japan self-guided strolling excursions are booked all over the remainder of 2023. “We’re really intrigued in growing to present additional excursions throughout Japan.”

Advancement in the sector is also stimulating domestic demand from customers and is even anticipated to inspire much more Japanese travellers to try out adventure activities overseas.

“We’re looking ahead to welcoming additional of the Japan market, as direct flights have resumed amongst Narita and Fiji,” explained Brent Hill, CEO at Tourism Fiji, adding that the nation is well known for snorkelling and diving.