[NPO ZESDA] Starts “Local Living Tour” in Sano City, Tochigi Prefecture and nearby towns
*NPO ZESDA*
Press release: August 15, 2024
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“Local Living Tour” begins in Sano City, Tochigi Prefecture and nearby towns “Local Living Tour” begins in Sano City, Tochigi Prefecture and nearby towns The number of inbound tourists visiting Japan continues to increase, with an actual number of 25.07 million in 2023 and a forecast of 34.77 million in 2024, exceeding the 31.88 million in 2019. However, more than 80% of them are concentrated in famous tourist destinations such as Tokyo, Osaka, and Kyoto, and this is causing a major problem called “overtourism.” On the other hand, other regions do not receive many inbound tourists and are currently struggling to attract tourists. (Note 1)
However, both tourists visiting Japan for the first time and repeat visitors who have visited Japan many times are focusing on traveling to explore the unique charms of local areas, such as “seeing nature and scenery,” rather than just visiting crowded famous spots. Survey results have also shown that. (Note 2)
Speaking of tourist destinations in Tochigi Prefecture, Nikko is famous for its Nikko Toshogu Shrine and Lake Chuzenji, but as the southern part of Tochigi Prefecture is located between Tokyo and Nikko, it is just a transit point and does not receive much attention from inbound tourists. It was not done. Therefore, “Local Living Tour” (Representative: Yuko Takeda) will introduce the local charm of southern Tochigi Prefecture, especially Sano City and its surrounding areas from a new perspective, and will start a tour business to attract inbound tourists starting in August 2024. It has started.
Local Living Tour official website https://www.locallivingtour.jp/
Local Living Tour Features
On this tour through quiet, off-the-beaten-path streets, your guide will meet you at the train station and take you on a customized, homely tour of places only locals visit, all while socializing. We aim to build sustainable tourism routes so that inbound tourism does not end up as a temporary boom, by allowing visitors to experience casual local scenery, Japanese craftsmanship, and local food culture. We are also planning to use it as a place to monitor local artists and small and medium-sized enterprises (traditional crafts, agricultural products, food and beverages, service industries, etc.) who are considering expanding into overseas markets.
Tour example
・*Sano Ramen Dojo*
: Sano Ramen is popular and well-known in Japan. Experience making ramen at this ramen mecca where there are over 200 ramen shops in the city. From a 2-hour class on making noodles with green bamboo to create unique curly noodles, to a 1-day class where you learn everything about ramen production from soup to toppings, as well as history, and a 3-day class for those who want to open a ramen restaurant in their home country. Intensive master classes, etc. ・*Sake Brewery, Sake Tasting and Performances*: A plan where you can watch and experience performances by local Japanese instrument players and dancers while enjoying about 10 types of alcohol.
・*Cooking class*
: A class where you learn how to cook using plenty of local
ingredients at a local cafe. There are also plans to make cute bento boxes, make beautiful Japanese sweets, and visit markets and fields to select ingredients.
・*Tea ceremony/temple experience*
: A plan where you can enjoy matcha made in a tea kettle made by Sano City’s traditional craft “Tenmei Chumono” while looking out at the beautiful temple garden, and experience meditation through a sermon by the chief priest, a Q&A session, and zazen meditation. There are also plans that include yoga and flower arranging.
・*Schedule*: Including day trips from Tokyo, 1-2 night stays are also available.
About local living tour
Local Living Tour started its business in 2024 to promote inbound tourism in the southern region of Tochigi Prefecture, centered on Sano City. Representative Yuko Takeda spent 34 years in the United States and is currently working at the Sano City Tourism Association, drawing on her experience working in liaison work between Japan and the United States and her knowledge from working in glocal business as a member of ZESDA after returning to Japan. I am currently involved in the planning and operation of this project.
ZESDA, an NPO that produces glocal business (overseas expansion of local companies), is implementing the “Sano Project,” which includes support for overseas expansion of Sano Ai produced in Sano City, Tochigi Prefecture. We support tours.
(Note 1) Mizuho Research & Technologies “Inbound Outlook for 2024” (June 18, 2024)
https://www.mizuho-rt.co.jp/publication/report/research/express/2024/express-jp240618.html (Note 2) Development Bank of Japan, Japan Transport Corporation, “Asia/Europe/Australia Intention Survey of Foreign Travelers Visiting Japan 2023 Edition” (October 2023)
https://www.dbj.jp/topics/investigate/2023/html/20231012_204523.html