Spark
Excitement
wi t hM YA K U M YA K U .
Embracing Life, Exploring the Expo,and Experiencing Japan.

All of Japanis the Venue

The World Expo 2025 Osaka, Kansai is starting.
The theme is “Designing Future Society for Our Lives.”
Various living things existing in nature. And all kinds of people live all over the world.
With awareness for the commonalities and differences among all life, respect diverse culturesand mindsets while cultivating compassion, and live together in this world.
World Expo 2025 is a place for the world to come together as one
and promote the creation of a sustainable global society.

People from all over Japan and the world as a whole will gather in the host city, Osaka,and the concept of new lives and their possibilities is sure to bring excitement.
However, the venue itself is not the only place where visitors can get a sense of life.
Japan has unique natural scenery that supports life, a food culture of healthy cuisinethat emphasizes the intrinsic flavor of ingredients,
and traditions which are constantly linked to modernity.
For all of these reasons, we believe that all of Japan can be a venue for the World Expo.

Take a trip to get a sense of the theme of the Expo,as well as its three sub themes: Saving Lives, Empowering Lives,and Connecting Lives. Experience the new society starting all over Japan.
How about taking a step out from the Expo and exploring a bit?

Theme

Designing Future Society for Our Lives
Subtheme

SavingLives
Japan, together with nature.
A trip to get a senseof coexisting lives.

Empowering
Lives
Food, the basis for all life.
A trip to enrich yourself,
body and mind.

Event period

Connecting
Lives
Soul resides in traditions.
A trip to imagine the pastand design future society.

184 daysfrom April 13 to October 13, 2025
Venue

Expected number of attendees

Yumeshima, Osaka

28.2 millions

Osaka
International
AirportShinOsaka
StationKansaiInternational Airport

Co n t en t s

Discovering Charm All Over Japan2

All of Japan is the Venue

4

Contents

5Let’ s go on an Expo Trip

o an
g
s
'
t
e
L
on

EXPO Trip

Accessing All of Japan
from Expo 2025
Osaka, Kansai

Accessing All of Japan from Expo 2025 Osaka, Kansai

6

01 Hokkaido Area

8

02 Tohoku Area

10

03 Kanto Area

12

04 Hokushinetsu Area

14

05 Tokai Area

16

06 Kansai Area

18

07 Chugoku Area

20

08 Linking Western Honshu, Shikoku, and Kyushu

22

09 Shikoku Area

24

10 Kyushu Area

26

28

Hokkaido

New Chitose Airport Hokkaido“Saving Lives”“Empowering Lives”

Food, the basis for all life. A trip to enrich yourself, body and mind.

62

Approx. 4h and 15 min. from Shin-Osaka Station*Transfer to Tohoku Shinkansen at Tokyo Station

TohokuHiroshima Station
Hiroshima

Approx. 1h and 25 min.
from Shin-Osaka Station

Takamatsu Station
Kagawa82

TOHOKU TOURISM PROMOTION ORGANIZATION

84

Greater Tokyo Tourism Organization

86

Central Japan Tourism Association

88

KANSAI Tourism Bureau

90

The Inland Sea, SETOUCHI Tourism Authority

92

San’ in Tourism Organization

94

Organization for Promotion of Tourism in SHIKOKU

96

KYUSHU TOURISM ORGANIZATION

98

Okinawa Convention & Visitors Bureau

Kanto

Hakata Station
Fukuoka

Approx. 2h and 28 min.
from Shin-Osaka Station

Soul resides in traditions. A trip to imagine the pastand design future society.

Hokkaido Tourism Organization

Narita Airport Chiba

Approx. 1h and 20 min. from Osaka International Airport
Approx. 1h and 45 min. from Kansai International Airport

Hokushinetsu

Approx 1h and 45 min.
from Shin-Osaka Station
by Shinkansen / express train

ChugokuKansai“Connecting Lives”

80

Sendai Airport Miyagi

Approx. 1h and 20 min. from Osaka International Airport
Approx. 1h and 20 min. from Kansai International Airport
Approx. 1h and 20 min. from Kobe Airport

Kanazawa Station Ishikawa

Approx 2h and 30 min. from Shin-Osaka Station
by Shinkansen / express train

Shikoku

Introduction of DMOs

4

Sendai Station Miyagi

Naha Airport Okinawa

Approx. 2h and 15 min. from Osaka
International Airport
Approx. 2h and 20 min. from KansaiInternational Airport
Approx. 2h and 15 min. from Kobe
AirportJapan, together with nature. A trip to get a sense of coexisting lives.

48

Approx. 2h from Osaka International Airport
Approx. 2h and 30 min. from KansaiInternational Airport
Approx. 2h from Kobe Airport

Okinawa

11 Okinawa Area

Let's go out. Expo + Sightseeing Trip.

Hokkaido

SHIN-HAKODATEHOKUTO Station

KyushuFukuoka Airport Fukuoka

Approx. 1h and 20 min. from Osaka International Airport
Approx. 1h and 20 min. from Kansai International Airport

Tokyo Station Tokyo

Approx. 2h and 30 min.
from Shin-Osaka Station

Tokai
Nagoya Station Aichi

Approx. 48 min.
from Shin-Osaka Station

Haneda Airport Tokyo

Approx. 1h and 10 min. from Osaka International Airport
Approx. 1h and 25 min. from Kansai International Airport
Approx. 1h and 20 min. from Kobe Airport

Chubu Centrair
International Airport

Aichi

Expo site
Kobe
AirportLet ’
sti n J r ave l
apan
！

Osaka
International
AirportShinOsaka Station

KansaiInternational Airport*The above is a partial list of access to each area.

5

Hokkaido
Area

Locations throughout Japan
Central: Sapporo01

北 海 道エリ ア

北 海 道エリア

Hokkaido
Area

rden
ow n !
der Ga amifurano T
Laven
K
,
e ParkHinod

Southern: Lake Toya

DohokuDoto

DouoCentral: Otaru

Northern: Biei

Southern: Hakodate

Eastern: Tokachi

Donan

Central: Sapporo is known for its Clock Tower and Susukino, which is lined withnationally known bars and restaurants. Another attraction is the ease of access to
Hokkaido’s wonderful nature, such as Jozankei, famous for its hot springs, andShikotsu-Toya National Park. Nearby Otaru is lined with warehouses and historicbuildings along its canals, and at dusk, the entire area becomes an indescribably
fantastic landscape. The beautiful scenery is a must-see.
Southern: At 334 meters high, Mt. Hakodate offers a panoramic birds-eyeview of Hakodate and its port. Its some 600 species of plants attract migratory
birds to rest up here. In addition to nature, Hakodate is dotted with historicalspots rooted in Kitamaebune, such as Japan’s northernmost castle, Matsumae
Castle. Taste the vibe of the pre-settlement history.

Northern: The Blue Pond near Shirogane Onsen in Biei. The mystical clarityof its blue pulls you in. Ever a hot topic on TV and other media, it draws in
many, many visitors. Nearby areas also let you experience the vast land andnature first-hand, such as Cape Soya, the northernmost point in Japan, andthe lavender fields of Furano.
Eastern: At certain times of the year, Shiretoko offers visitors a good chanceof enjoying whale watching. Tokachi is known for its dairy farming, and during
the winter, you can also enjoy jewelry ice, sparkling like diamonds. Plus, inKushiro you can see red-crowned cranes, which are designated as special
natural monuments, at Kushiro Crane Reserve and other places.

Food culture

Story andHistory

The wisdom of people who have coexisted
in boundless lands amid brutal nature

3. Southern: Hakodate

2. Sushi: Fresh seafood arrives in Otaru via its beautiful canals andports and makes it famous as a sushi town. You can enjoy fresh fish atover 100 restaurants, including formal counter-style, stand–and-eat,and conveyor belt sushi restaurants.

Hokkaido is located in the nor thernmost par t of the Japanese archipelago, and its main city, Sapporo, is at

approximately the same latitude as Marseille, France. At some 83,456km², it is about the same size as Austria at

83,871 km². Its straight roads stretch out forever — perfect for drives through its vast scenery. It boasts many

scenic spots, including the World Natural Heritage Site Shiretoko and the Kushiro Marshlands national park, as

1. Central,Southern etc.

well as beautiful fields of flowers, such as lavender and sunflowers, and magnificent virgin forests. It is popular in

5. Northern: Asahikawa

winter for activities like skiing and snowboarding, thanks to its light powder, and for its cooler spring and summer,

perfect for trekking and canoeing. Surrounded by three oceans, the area is rich in seafood such as crabs, scallops,

and salmon. Dairy farming is so widespread it is referred to as a “dairy kingdom,” where you can sample fresh milk,
cream, and cheese. The spiritual culture of the indigenous Ainu people holds that “a soul resides in all elements of
the natural world,” and they live a cyclical lifestyle in which they use all of the “life” they receive for food, clothing,its people who coexist with nature.

4. Central etc.

2. Central: Otaru

Ranch in Kamishihoro Town

L

6

Asahiyama Zoo, Asahikawa City

go n ane t's oE X PO T

r ip

6. Eastern etc.

Saving Lives Theme
Hokkaido Area Trip
● P.30● P.36● P.31● P.48

3. Seafood: Hakodate sports an excellent environment for catching
seafood, and freshly-caught fish is readily available every morning at
i t s mar ket s. As s u c h, Ha ko date M or nin g M ar ket i s lin e d wi t hrestaurants where you can enjoy fresh seafood bowls.
4. Beer, Whiskey, & Wine: Hokkaido in the great North is famous for
its alcoholic beverages made from nature’s abundance and pure waters.
Beer factories, whiskey distilleries, and in recent years, many wineries,
such as in Yoichi, have sprung up here. You can sample drinks after
touring a brewery or enjoy taking a drinking tour.
5 . As a hikawa R a m e n: Basically a rich soy-flavored soup thatcombines extract from both seafood and pork bones. It is well-crafted
to stay warm, thanks to plenty of lard, even in cold Asahikawa.

and shelter. Attractions of Hokkaido include its history of pioneering, starting from around 1860, and the wisdom of

Goryokaku, Hakodate City

1. Genghis Khan, Soup Curry: A specialty of Sapporo. This is alocal dish in which mutton and vegetables are grilled together on adome-shaped grill. Soup curry can be enjoyed with special spices,broth, and ingredients at each restaurant.

● P.34

6. Dairy products: Hokkaido, the dairy kingdom. Dairy cows prefer it
cool, so Hokkaido’s climate and vast expanses are a paradise. They
produce an exceptional taste as they are raised on high-quality grass
and roam freely. It is a required ingredient for many chefs.

Empowering Lives Theme
Hokkaido Area Trip
● P.53Connecting Lives Theme
Hokkaido Area Trip
● P.66● P.707

Aomori
Nebuta Festival!

Locations throughout Japan
AomoriAkita

02

東 北エリ アTohokuArea

TohokuArea

Aomori

Akita

Yamagata
Iwate

Fukushima
Yamagata

Miyagi

Iwate

Fukushima

Miyagi

Aomori: A treasure trove of nature, history and scenery, such as the Oirase
Stream, Hirosaki Castle, and Lake Towada, which straddles Akita Prefecture.
When the leaves turn in Fall, visitors can enjoy a nature walk around Tsuta Seven
Lakes as light reflects off all the bright red leaves onto the surface of the lake.

Yamagata: Dewa Sanzan Mountains near Tsuruoka City have long been known
for the faith of its mountain priests as well as where they train. Featured in
National Geographic magazine, the mountains have attracted attention fromabroad both for their natural beauty and for the spiritual culture.

Akita: The ever popular Nyuto Onsen boasts a 400-year history since opening. Akita
also hosts the largest number of Important Intangible Folk Cultural Assets in Japan.
Its unique culture is rooted in festivals, such as Namahage and the Kanto Festival.

Miyagi: 40 minutes from Sendai. As one of the three most scenic spots in Japan,
the natural beauty of Matsushima stretches out into the ocean and can beenjoyed by boat or balloon. The seafood caught here in Matsushima Bay and
Kesennuma is very popular for its outstanding taste and freshness.

Iwate: The Miracle Pine is the only tree surviving the violent waves of theearthquake-caused tsunami--symbolizing the desire for recovery. Visitors canenjoy the APPI Snow Mountain Resort, hot springs, such as Hachimantai Hot
Spring Village, plus historical spots like Chusonji Konjikido Temple.

東北エリア

Fukushima: Ouchi-juku in Minamiaizu prospered as a post town since the Edo
period. In winter, snow covers thatched roofs, creating a beautiful scene. Places
to enjoy nature abound, such as the geopark near Mt. Bandai-.

Food culture
Mt. Haguro, Yamagata Prefecture

1. Aomori

1. Nokke-don: Freshly caught seafood from the fishing grounds ofthe prefecture. You can enjoy nokke-don, a bowl of hot rice topped
with whichever freshly caught seafood you like. This dish lets you
taste fresh seafood just as it is.

3. Iwate

Story andHistory

The vivid colorsof the four seasonsand festivals
to honor nature color
everyoneʼs lives.

5. Miyagi
Photo by Minami Sanriku
HOTEL KANYO

Akabeko,
Fukushima Prefecture

2. Kiritanpo nabe: Chicken hot pot with lots of meats, vegetables
and grilled kiritanpo. Originally eaten by people holed up in themountains — it warms you body and soul from the inside out.
3. Morioka cold noodles: Said to have been created by Morioka
noodle craftsmen, many people get addicted to its slick texture. So
beloved by locals that they are even sold in supermarkets.

2. Akita

4. Yonezawa Beef: Yonezawa beef is a well-known Japanese beefbrand, characterized by its fine marbling, aromatic fat, and sweet red
meat. Whatever the recipe — as steak or thinly grilled slices — youwill enjoy its delicious flavor.

4. Yamagata

5 . Bount i es of th e se a and mount ains: Fresh seafood from
Kesennuma and other areas. All kinds of dishes from the mountains
are extremely popular — from cow tongue to Sendai beef — visitors
can enjoy tasting the bounty of port and peak.

The six prefectures, Aomori, Akita, Iwate, Yamagata,

6. Negi Soba: A specialty of Ouchi-juku, this soba is an unusual
buckwheat noodle served with a whole leek as chopsticks. The leek
can also be nibbled or used as a condiment.

Miyagi, and Fukushima, make up Tohoku, located in thenorthernmost part of Honshu. Their beauty changes through the four seasons — with cherry
blossoms in spring, beautiful greenery and fresh breezes in summer, autumn leaves in fall,

6. Fukushima

and beautiful snowy landscapes in winter — when sports such as skiing are popular. Tohoku

is renowned for its festivals, especially the big three summer festivals, Aomori’s Nebuta

Festival, Akita’s Kanto Festival, and Sendai’s Tanabata Festival. They draw droves of
tourists from Japan and abroad every year. The Tohoku area hosts two World Heritage sites,
Shirakami-Sanchi and Hiraizumi, as well as many other natural and cultural attractions —beautiful natural scenery, hot springs, shrines, temples, and historic sites, for a rich senseof history and tradition. Tohoku boasts many excellent fishing grounds, including Sanriku/

Kinkasan Island, known as one of the three best fishing grounds in the world. Here, you canenjoy a variety of seafood, such as tuna, grouper, flatfish, and oysters. You can also taste

local delicacies such as cow tongue, Zunda rice cakes, Kiritanpo, and Imoni (taro and meat
hotpot).

8

Shiroishi Castle, Miyagi Prefecture

Le t

Saving Lives Theme
Tohoku Area Tripno's g on a

E X PO T

r ip● P.31● P.32● P.38● P.40Connecting Lives Theme
Tohoku Area Trip
● P.41● P.75● P.789

politayo Metro n !
The Tok
StatiooykoTArea’s

Kanto
Area

n

Locations throughout Japan
TochigiGunma

03

関 東エリ ア

関 東エリア

Kanto
Area

IbarakiGunma
Tochigi

Tokyo

Saitama

Saitama

IbarakiTokyo
Kanagawa

Chiba

Chiba

Kanagawa

Tokyo: Many tourists from both Japan and abroad visit Tokyo. There are historic
temples and shrines such as Sensoji in Asakusa and Tomioka Hachimangu inFukagawa. In Roppongi and Shibuya, there are cultural spots fusing technology
and art which also draw large crowds.
Kanagawa: The harbor town of Yokohama. Packed with exotic elements like
Chinatown and the Red Brick Warehouse. Kamakura is famous for sites such as
Hasedera Temple, and the Enoden Railway Crossing which appeared in awell-known sports anime is also located here. To the west, there's Hakone, where
you can relax and enjoy the hot springs.
Saitama: In the Chichibu area’s scenic Nagatoro Valley, you can enjoy activities likecanoeing and rafting. There are also shrines and temples like Hikawa-jinja andscenic walking spots like Kawagoe.
Chiba: Narita Airport, a gateway to the world, is located in Chiba. There is also a
globally-famous theme park. In addition, there are spots full of historicalatmosphere like Naritasan Shinshoji Temple. Areas like Kujukuri Beach and
Kamogawa are known as marine sports meccas.
Ibaraki: In Ibaraki, there are lots of spots to enjoy the beauty of nature such as
Fukuroda Falls, which was chosen as one of Japan’s 100 best waterfalls. Kashima
Jingu, which is as big as 15 Tokyo Domes, is a truly impressive shrine. You can also
enjoy buildings with historical value such as those at the Kairakuen Garden.
Tochigi: Prominent Tochigi shrines and temples such as Nikko Toshogu andNikkozan Rinno-ji are registered UNESCO World Heritage sites. In 2024, a large
campground is opening in Kanuma. This is an area where you can enjoy history
and nature to the fullest.
Gunma: With its numerous hot spring areas such as Kusatsu, one of Japan’s threemost famous hot springs, and Ikaho, which are rich in iron, more and more people
come to bathe. There are also famous events like Maebashi Festival and Takasaki
Festival.

Food culture

Story andHistory

Intertwined tradition and modernity.
Kanto is packed with all the charm of Japan.

1. Edomae sushi: The three major dishes of the Edo period are said to be
sushi, soba noodles, and tempura. In modern Tokyo, you can taste thiscuisine created to utilize seafood caught in the shallow water which
stretched out during that time.

3. Chiba

1. Tokyo

2. Shirasu don: In the Enoshima area, since fresh whitebait (sirasu) arecaught at a nearby fishing port, you can enjoy them raw. The fresh, raw
whitebait has a sweet taste and slippery texture. Please try them andcompare to the boiled ones.

The Kanto region is made up of Tokyo and the six surrounding prefectures. Approximately 1/3 of Japan’s total

population lives here, and it is also the location of many of the country’s core functions such as political andeconomic systems. The appeal of Kanto is “diversity.” Tokyo, one of the world’s largest cities with skyscrapers lining

6. Gunma

the streets; Yokohama, an international trading port full of exoticism; Kamakura, the ancient samurai capital; and4. Musashino udon: Recently, Musashino udon is becoming well-known
nationwide. The strong elasticity provides a satisfying texture when you
chow down. Many people become fans of this style, which has a different
appeal than the popular Sanuki udon.

Nikko Toshogu Shrine, a registered UNESCO World Heritage site, are all in Kanto. There is a combination of modern

cityscapes with traces of ancient culture, and there are various sightseeing areas such as highlands, valleys, lakes,

and hot springs, all easily accessible from Tokyo with just a short train ride. There are abundant transportation
networks such as two of Japan’s major international airports, Narita and Haneda, train lines, and bus routes, and you

5. Monkfish hotpot: A popular winter dish in Ibaraki. It's low in fat andcalories with lots of collagen. A piping hot monkfish hotpot is the best.

4. Saitama

can enjoy various charms of Japan on short day-trips or overnight two-day stays from Tokyo. You can also
experience distinctive gourmet dishes in each area of the Kanto region, such as Edomae Sushi made from seafoodcaught in and around Tokyo Bay, tempura, sukiyaki, Utsunomiya gyoza, and monkfish hotpot.

10

L

go n ane t's oE X PO T

7. Strawberries: Tochigi is the top producer by volume and is known as a
strawberry kingdom. The Tochiotome variety has a distinctive beautiful
color and large size. These strawberries are sweet and juicy. You can also
enjoy strawberries year-round in Tochigi.

5. Ibaraki

Hakone Shrine, Kanagawa Prefecture

Three Wise Monkeys of
Nikko Toshogu Shrine(The Shinkyūsha), Tochigi Prefecture

6. Himokawa udon: Imokawa udon, said to be the roots of the flat kishimen
type, supposedly became Himokawa due to the local accent. These
noodles make an impression, with some shops using a width of over 10 cm.

7. Tochigi

2. Kanagawa

Shibuya Scramble Crossing,Tokyo

3. Namero: This dish is fresh-caught horse mackerel minced and mixed
with miso paste. Because the ocean is close by, you can taste it with fresh
ingredients.

r ip

Saving Lives Theme
Kanto Area Trip
● P.39● P.42● P.41● P.46

Empowering Lives Theme
Kanto Area Trip
● P.52● P.60Connecting Lives Theme
Kanto Area Trip
● P.77● P.7911

Hokushinetsu
Area

Locations throughout Japan
ToyamaNiigata

Ishikawa

NiigataToyama04

北 信 越エリ ア

北 信 越エリア

HokushinetsuAreaich t !
m a i s t r i c ur eatg
N a r a i D r e fe c
mu a Pa
S k awiIshNaganoFukui

Ishikawa

NaganoYamanashi

Fukui

Toyama: The Tateyama Mountain Range is a series of mountains over 3,000 meters
high. Toyama is full of natural attractions, including the Tateyama Kurobe Alpine
Route that runs through it. The popular snow walls reach a height of 20 meters at its
peak from April to June. You can also enjoy historical spots, such as Toyama Castle.
Ishikawa: Kenrokuen, located in Kanazawa City, is one of Japan's three great
gardens. Nearby Nagamachi Samurai District gives you a taste of samurai
culture. Noto has a rich natural environment and a unique culture. Noto's
Satoyama and Satoumi were the first places in Japan to be certified as Globally
Important Agricultural Heritage Systems.
Fukui: Fukui Prefecture exudes tradition and rich nature. World-renowned
Echizen cutlery is created by master craftsmen. Tojinbo is known for its steep
cliffs and offers spectacular views of the Sea of Japan. You can also experience
the training of unsui (monk trainees) at Eiheiji, the main temple of the Soto sect.

Yamanashi

Niigata: Niigata Prefecture is one of Japan's leading rice producers and has
many sake breweries; some have facilities where you can enjoy a sake brewing
experience. At Sado City's Toki Forest Park, you can observe the ibis ecosystem,
which is a special natural monument. The Nagaoka Fireworks Festival, one ofJapan's three major fireworks festivals, is a summer tradition in Niigata.
Nagano: Matsumoto Castle is Japan's oldest existing five-tiered castle with asix-story keep that is also a national treasure. The scenery with the Alps in the
background is beautiful. Visitors enjoyed spectacular projection mapping on it in 2023.
Yamanashi: Yamanashi Prefecture is surrounded by rich nature, including Mt.
Fuji, Lake Yamanaka, and Lake Kawaguchi. As the birthplace of Japanese wine,
and as indigenous Japanese varieties such as Koshu grapes are used, it is known
as Japan’s “wine prefecture”. Historical events such as the Shingen-ko Festival
are also popular.

Food culture
Kanazawa Goldleaf &Wajima Lacquerware,
Ishikawa Prefecture

Story andHistory

1. Himi Kanburi: A branded fish designated by the Himi Fish Brand
Measures Council. Yellowtail is caught in fixed nets in Toyama Bay andauctioned at Himi Fishing Port. Its season runs from November and is
exquisite both as sashimi and as yellowtail hot pot.

4. Niigata

1. Toyama

2. Seafood: Female snow crabs caught in Ishikawa are a winter standard. Its
meat has a full-bodied sweetness and its abdomen is filled with bubble-like eggs
called sotoko and pre-egg stage uchiko. It's delicious as is or cooked with rice.

The scenery createdby divine mountains
will soothe your soul

2. Ishikawa
5. Nagano

4. Sake: Niigata Prefecture in the Hokuriku region is known nationwide
both for its rice and for its sake production. You can enjoy a variety of
local sakes, from nationally-known brands like Koshi no Kanbai andShimeharitsuru to breweries that brew "craft sake."Tojinbo, Fukui Prefecture

The Hokushinetsu region is located in central Japan andc onsists of the three Hokuriku prefectures ( Toyama,

5. Togakushi Soba: This soba is made in Togakushi, Nagano Prefecture,
which is known for producing high-quality soba. It is unique in using the
hikigurumi method of grinding the buckwheat without removing the hulls. The
soba noodles are darker and unique both in how they are made and served.

6. Yamanashi

Ishikawa, and Fukui) and the Koshinetsu region (Nagano,Niigata, and Yamanashi). It is known for its heavy snowfall,

many ski resorts, and its cool climate in the summer, making

6. Koshu Wine: There are approximately 80 wineries scattered throughout theprefecture. Known as the wine prefecture, Yamanashi is the birthplace of Japanesewine and produces Japanese wines both from indigenous Japanese varietals suchas Koshu grapes, as well as from European grapes like Chardonnay and Pinot
Noir. Many events and festivals are held during the grape harvest season.

Karuizawa and other areas famous as summer resorts.

Hokuriku is home to the beautiful snow-capped mountains of the Tateyama Kurobe Alpine Route,the World Heritage Site of Suganuma Gassho Style Village in Gokayama, Kenrokuen, one ofJapan's three great gardens, the Higashi-Chaya District, which retains the atmosphere of the Edo

3. Sauce katsu-don: Fukui prefecture's famous sauce cutlet bowl. A simple dishconsisting of a cutlet coated with Worcestershire sauce and placed on a bowl ofrice. The sauce soaks into the light and crispy cutlet, giving it an addicting taste.
The city is lined with long-established sauce katsu-don restaurants.

3. Fukuiperiod, and other scenic spots. These include the famous Tojinbo cliffs and historical temples
and shrines. Hokushinetsu offers many and various scenic spots, including 2,000m-classmountains such as Mt. Myoko and Mt. Naeba, the 360-degree panoramic Utsukushigahara

Highlands, and Achi Village, which is renowned as having the best starry night skies in Japan.
The Hokushinetsu region has a rich food culture, and Niigata, with its delicious rice, is also

popular for sake production. You can enjoy seafood such as zuwaigani (snow crab) and kanburi(winter yellowtail), whose extra fat during the winter makes it particularly delicious. Nagano offers

mountain delicacies, such as soba noodles and Nozawana pickled vegetables, and fruits such asapples and grapes, as its daylight hours are long and temperatures vary widely. Yamanashi

Prefecture is also known for its natural beauty, including Mt. Fuji, which is a World Heritage Site,and for being the birthplace of Japanese wine. Koshu wine is becoming more and more popular.
12

Tateyama Mountain Range, Toyama PrefectureL

go n ane t's oE X PO T

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Saving Lives Theme
Hokushinetsu Area Trip
● P.32● P.48

Empowering Lives Theme
Hokushinetsu Area Trip

Connecting Lives Theme
Hokushinetsu Area Trip

● P.52● P.68● P.54● P.58● P.69● P.7213

TokaiArea

Locations throughout Japan

Tokai
Area

Gifu
Gifu

Shizuoka

Shizuoka05

東 海エリ ア

東 海エリアMt. Fuji sfrom L een
akin Shiz e Tanuki
uoka P
refectu
re !

Mie

Aichi

Mie

Aichi: Oda Nobunaga, Toyotomi Hideyoshi, Tokugawa Ieyasu. These great
historical figures who are always taught in class arose one after the other from
Aichi Prefecture. Historic castles, such as Okazaki Castle and Nagoya Castle, aresure to attract history buffs. Nagoya’s Osu is also known as a holy land for pop
culture like anime and figurines.
G i f u: G i f u P r e f e c t u r e i s h o m e t o G i f u C a s t l e , t h e r e s i d e n c e o f O d a
Nobunaga, and, along with Aichi, is an area where you can feel the history of
the Sengoku period. The Hida area also includes Okuhida Onsengo Hot
Springs and Gero Onsen, where you can enjoy the historic townscape.
S h i r a k awa - g o, b l e s s e d w i t h o l d g a s s h o -zu k u r i h o u s e s a n d n at u r e, i sregistered as a UNESCO World Heritage Site.

Aichi

Shizuoka: When people think of Shizuoka, many probably think of the World
Heritage Site, Mt. Fuji. Many of the temples and shrines in the area are closely
related to Mt. Fuji, and you can feel the history and culture of Fuji worship. Atami
and Izu are some of the best hot spring areas in Japan, so they are crowded withmany people. Shizuoka is known for tea on the mountainsides and fresh seafood on
the seaside.
Mie: Abounds with history-imbued areas, such as Ise Jingu and Iga, which is said tobe the birthplace of ninjas. Ise Jingu, known for its pilgrimage to Ise, attracts many
Japanese and foreign visitors, and you can also see people enjoying gourmet foodat the nearby Okageyokocho Street. In addition to leisure, the Ise-Shima area also
has spots where you can experience Ama (female diver) culture.

Food culture

Story andHistory

1. Aichi

Blending of East and West,nurturing diverse cultures.

1. Nagoya gourmet: Nagoya Gourmet is loved by locals.
Hitsumabushi is a way of eating eel that is different from either
Tokyo or Osaka. Eel is spread on the first bowl of rice. From thesecond bowl on, you can add dashi or seasoning to enjoy different
tastes. Miso nikomi udon is simmered in a miso-flavored pot. In
addition to miso, you’ll find curry stew udon, and in winter, miso stew
udon with oysters.

The Tokai region sits smack in the middle of Japan and consists of four prefectures: Aichi, Gifu, Mie, and Shizuoka.
Since ancient times, the area has prospered around the Tokaido road, which connects Edo (Tokyo) to Kyoto. As

2. Hida beef: It is said to be characterized by its beautiful marblingand rich fat flavor. The flesh is fine-grained and tender. If you try
shabu- shabu, you c an enj oy the flavor all the m ore by li ghtly
cooking the meat.

the region connects Tokyo to Kansai, even today, its transportation facilities, such as airports, Shinkansen, andexpressways, are well-developed, so getting around is a breeze.

3. MieScenic tourist spots abound, such as Shirakawa-go, a World Heritage Site with its gassho-style village; Ise Jingu,
where Japanese sun goddess Amaterasu Omikami is enshrined; Inuyama Castle, a national treasure with Japan's

3. Akafuku: A famous confectionery from Mie Prefecture made ofs o f t r i c e c a ke w r a p p e d i n b e a n p a s t e. A k a f u k u i s a p o p u l a rs ouvenir fr o m I s e p il gr imag es. T hi s i s a “ s up er ” l o n g - s ellin g
product that continues to be loved generation after generation.

oldest castle tower. You can also enjoy mountain climbing and hiking at Mt. Fuji, the symbol of Japan, and the Akame

48 Falls, the village known for ninja training. The climate is generally warm, but the inland areas can be cold. The
Tokai region ranges from ocean to mountains — the Pacific to the heights of Hida Takayama, so it developed uniquefood cultures, notably “Nagoya Meshi,” which boasts a wide variety of foods, including Nagoya’s Hitsumabushi, Miso
Katsu made with a unique red miso, Kishimen, Matsusaka beef, Hida beef, and Shizuoka's gyoza.

4. Shizuoka

Shirakawa-go, Gifu Prefecture

Yume no Tsuribashi Suspension
Bridge, Shizuoka Prefecture

14

Nagoya Castle, Aichi Prefecture

4. Hamamatsu gyoza: Hamamatsu gyoza is Shizuoka Prefecture’s
B-class gourmet hero. In a keen rivalry with Utsunomiya gyoza in
Tochigi Prefecture, Shizuoka is also known for the large amount of
gyoza consumed per household. Its specialty is boiled bean sprouts
placed on gyoza, arranged in a circular shape. They are simple
dumplings made with cabbage and pork.

2. GifuLe tno's g on a

E X PO T

r ip

Empowering Lives Theme
Tokai Area Trip
● P.52● P.57● P.61Connecting Lives Theme
Tokai Area Trip
● P.6715

Osa

Locations throughout Japan
Osaka

Shiga

Kyoto
Shiga

Hyogo

06

関 西エリ アKansaiArea

関 西エリアka C
Osa astle,ka !

Kansai
Area

Nara
Hyogo

Nara

Osaka

Kyoto

Wakayama

Wakayama
Osaka: Osaka is home to some of Japan's leading tourist attractions, including large
theme parks. Surrounded by greenery, Osaka Castle is also a great place for bird
watching. In downtown areas such as Shinsekai, you can enjoy Kushikatsu(deep-fried skewered meat and vegetables) and other delicacies while experiencing
the warmth of the local people.

Shiga: Shiga Prefecture boasts an abundance of nature, including Lake Biwa. The
Koka region is known for its temples and shrines, such as Enryaku-ji Temple andMikami Shrine, and for being the birthplace of the Koka Ninja. Moreover, the Kohoku
area has "Kurokabe Square," which features historical buildings and offers visitors theopportunity to enjoy a trip through history.

Kyoto: The city offers a variety of attractions, from famous spots such as Ginkaku-ji,
Kinkaku-ji and Kiyomizu-dera temples to buildings of historical value such as
Hongan-ji Temple and Byodo-in Temple. The ancient capital of Kyoto is home tonumerous temples, shrines, and Buddhist temples. Just walking around Gion andPonto-cho is a great way to enjoy the atmosphere of Kyoto.

Nara: Famous for the statue of the Great Buddha, Nara Prefecture houses some of Japan'sfinest World Heritage and National Treasure structures. Famous temples and shrines suchas Horyu-ji, Akishino-dera, and Kasuga Taisha are located all over and you will never be
short of options when it comes to exploring temples and shrines. The famous deer of Nara
Park are very friendly, and their wistfully cute expressions are soothing to the eye.

Hyogo: The Kobe area features many sightseeing spots such as Harborland andPort Island, which are unique to the port city. Himeji Castle, also known as"Shirasagi-jo" (White Heron Castle), is a World Heritage site, and its beauty draws
people in. It is also famous for its hot spring spots such as Arima and Kinosaki.

Wakayama: Depending on the location, Wakayama exhibits different appearances andcharms. The Kinan region offers a number of hot springs, while Kushimoto is a greatplace to enjoy scuba diving and other activities. Shirasaki Ocean Park is known as the
Aegean Sea of Japan. A World Heritage site, Kumano Kodo(P.16) has also been
attracting attention as a "power spot" in recent years.

Food culture
Five-storied Pagoda, Kyoto Prefecture

Story andHistory

Kansai: The original
capital region,
creating and evolving
Japanese history
and culture since
the dawn of Japan.

1. The culture of flour base d food: Takoyaki, Okonomiyaki,
Negiyaki. Osaka is home to a culture that loves "konamon" (flour
based food). Both the sauce and the dough are well-kept secrets ofeach restaurant. Explore a number of restaurants and find yourfavorites.

1. Osaka

2. Kobe Beef: Kobe Beef is among the three major beef breeds inJapan. Sweet red meat and exquisitely aromatic sashi (sliced rawmeat). A famous legend has it that it tasted so good that it became theinspiration for the name of a famous athlete.
5. Kyoto
6. NaraNada-Gogo(Sake Brewery),
Hyogo Prefecture

2. Hyogo

3.Omi beef: One of the three Japanese beef breeds with a history of
more than 400 years. It was presented to the shogunate in Edo by theIi family, the lords of the Hikone domain. It is said that, "the fat is sosweet and delicious that it melts in your mouth."
4.Wakayama Ramen: Wakayama Ramen is known as the local
ramen of Wakayama. In addition to the soy sauce broth known asshako-mae-kei and the pork bone soy sauce broth known as ide-kei,
new trends have come into play in recent years.

3. Shiga

5. Yudofu (boiled tofu): low in calories and full of nutrients. The softand soothing yudofu is a famous specialty in the vicinity of Nanzen-ji
Temple. Along with tofu, yuba (tofu skin) is also popular.

Consisting of two urban and four proper prefectures of Kyoto, Osaka, Hyogo, Wakayama,

6. Kakinohazushi: Salted mackerel, a valuable source of protein. It isa local dish born from "preservation methods" such as wrapping inpersimmon leaves to prevent dr ying. Besides mackerel, othervariations such as salmon and sea bream are also available.

4. Wakayama

Shiga, and Nara prefectures, Kansai was the capital of Japan for more than 1,000 years. It
has been blessed with World Heritage sites such as "Buddhist Monuments in the Horyuji,""Cultural sites of Ancient Kyoto," "Himeji-jo Castle," and national treasures, with abundanceof significant cultural properties and Buddhist art. Kansai is also a home to core culture ofJapan as we know through Noh the masked drama, tea ceremony, and flower arrangements.
Talking about geographical richness, it's a pleasantly warm region surrounded by three

oceans, and vast natural scenery spreading across Tamba Highlands with gentle slopes andLake Biwa, which is the largest freshwater lake in Japan in the north, and the Kii Mountains
and Nachi Falls in the south. Kansai secured its place for it's vital part in food culture ofJapan, when it gave scrumptious Japanese tea and sake to the country. Uniquely distinctive
variety of foods and beverages can be found in every prefecture in Kansai, such as special
cuisines and matcha from Kyoto, okonomiyaki, and Takoyaki from Osaka, popularly known
as flour dough food, not to forget the famous Kushi katsu, Kobe beef, and Wakayama tuna.
16

Kumano Kodo, Wakayama Prefecture

Le t

n
o
's g on a

E X PO T

r ip

Empowering Lives Theme
Kansai Area Trip
● P.56● P.58● P.59Connecting Lives Theme
Kansai Area Trip
● P.65● P.68● P.71● P.7617

Sand Dunes!

Locations throughout Japan

ChugokuArea

Tottori

ShimaneShimane07

中 国エリ ア中 国エリアThe Tottori

ChugokuArea

Tottori

Yamaguchi

Okayama
Hiroshima

Okayama

Yamaguchi
Hiroshima

Hiroshima: There’s lots to see here, including UNESCO World Heritage Sites like
Hiroshima Peace Memorial and Itsukushima Shinto Shrine, as well as theOnomichi City Museum of Art and the islands of the Seto Inland Sea. There’s evenan island home to rabbits (Okunoshima). Cultivation utilizing the mild climate of
the Setouchi region such as lemons and other citrus fruit and oyster aquaculture
are thriving, and there are diverse gourmet foods to enjoy.
Okayama: Learn about Kurashiki Bikan Historic Quarter, where Okayama Castle(also known as Crow Castle) and an Edo period cityscape remains, Okayama
Korakuen, one of Japan’s top three gardens, and historic sites such as the
Kibitsujinja Shrine, which is a designated national treasure. Walking the streets
here is so comfortable it’s known as the “land of sunshine.”
Tottori: Try out various activities utilizing the lush nature, such as sand boarding
and para-gliding at the Tottori Sand Dunes, the largest sand dunes in Japan,
mountain climbing on Mt. Daisen, and field obstacle courses. The San’in Kaigan

UNESCO Global Geopark is a place to learn about precious flora and fauna.
Shimane: In Shimane, there are many spots linked to mythology, such as Izumo
Taisha the shrine where the god of marriage is said to be enshrined. It’s also adiverse sightseeing area where you can experience the beauty of history andnature to the fullest at sites like the Iwami Ginzan Silver Mine UNESCO World
Heritage Site, the designated National Treasure Matsue Castle, and the Tachikue
Gorge, which is known for its beautiful autumn leaves.
Yamaguchi: Yamaguchi is located at the far western end of Japan’s main island,
Honshu. With water on three sides, you can enjoy a variety of seafood such as
puffer fish here as well as scenic spots like Tsunoshima Ohashi Bridge and Kintai
Bridge. In ancient times, it flourished as an interchange point with the continental
Asian culture, and it was known as “Kyoto of the West” for its cityscape imitating
Japan’s former capital.

Food culture

Story andHistory

1. Okayama

Located on either side of the Chugoku Mountains,Sanʼin and Sanʼyo each have a different appeal.

4. Tottori

2. Hiroshima-style okonomiyaki: The dense and filling okonomiyakiwith layers of egg, cabbage, and fried noodles is known as “Hiroshimastyle.” Some restaurants also include oysters, and you can enjoy
different flavors at each one.

The Chugoku region is located in the western part of Japan’s Honshu main island, forming the border of Honshu andKyushu, and is made up of 5 prefectures: Hiroshima, Okayama, Tottori, Shimane, and Yamaguchi. The Chugoku
Mountains are in the middle of the region, and while the San’in area on the Japan Sea side has harsh winters with heavy

Photo by Harutomi

snowfall, the San’yo area on the Seto Inland Sea side is warm year-round with low rainfall. You can take part in wintersports in San’in and marine sports in San’yo. There are spots where you can get a sense of Japan’s history like the Izumo

5. Yamaguchi

region, said to be the home of the gods in mythology, the Itsukushima Shrine, Hiroshima Peace Memorial, and Iwami

Ginzan Silver Mine UNESCO World Heritage sites, and the Kurashiki Bikan Historical Quarter, as well as lots of things towhich was located in modern-day Tottori), the Tottori Sand Dunes, which are the largest in Japan, Shimanami Kaido, andTsunoshima Ohashi Bridge. There are abundant maritime and mountain ingredients cultivated by the diverse topography

5. Puffer fish: Shimonoseki, Yamaguchi is close to tiger puffer fish
(torafugu) fishing ground, and puffer fish cuisine first developed here inancient times. The flesh is eaten as sashimi, in hotpot, or deep-fried,
and the milt is also a specialty. Although written as “river pig” in kanji,people in Shimonoseki love puffer fish, which is called fuku (alsomeans luck) in this area.

and climates, such as seafood, oysters, lemons, and olives, as well as varied specialties in each area, such as Sanuki
udon noodles, Hiroshima style okonomiyaki, and sea bream rice that can add a lot of enjoyment to your trip.

Kurashiki Bikan Historical Quarter, Okayama Prefecture

Hiroshima Peace Memorial

18

Setoda Lemons,
Hiroshima Prefecture

3. ShimaneLgo n ane t's oE X PO T

r ip

3. Izumo soba: Izumo soba is one of the three major varieties. Since
the buckwheat is ground without removing the hull, these noodles havea distinctive dark color and strong aroma. Originally, they were madewith locally-produced buckwheat flour from areas such as the town ofOkuizumo.
4. Matsuba crab: Matsuba crab is an essential part of the winterexperience in Tottori. The crabs caught in the Japan Sea are packed
with meat. Delicious eaten as sashimi, roasted, or in a hotpot. Pleaseenjoy this plump crab meat.

2. Hiroshima

see like Mt. Daisen, which is known among the locals as Hoki Fuji for its resemblance to Mt. Fuji (Hoki is a former province

1. Okayama Fruit: Okayama, the land of sunshine, is famous as a fruit
production area, especially for peaches and grapes. The whitepeaches have flesh so pale it's almost transparent. You can enjoy
high-quality fruit here such as the queen of fruits, Muscat of Alexandria
grapes.

Saving Lives Theme
Chugoku Area Trip
● P.33● P.36● P.39Empowering Lives Theme
Chugoku Area Trip

Connecting Lives Theme
Chugoku Area Trip

● P.53● P.64● P.54● P.59● P.74● P.70● P.78● P.7219

SETOUCHI connects western part of Honshu,
as well as Shikoku and Kyushu

No matter when you see it,

SETOUCHI

The calm and beautiful Seto Inland Sea sparkles in the sunlight. More than 700
islands of various sizes seem to float in the sea, creating a "archipelago beauty" thatfeels like a painting. Bridges that connect the mainland to the islands and those thatconnect the islands to each other take a variety of shapes and characteristics, addingcolor to the beautiful scenery of the Seto Inland Sea. The Setouchi islands are home
to many distinctive art and museums, and it is recommended that you take a ferry to
explore them. It is refreshing to ride a bicycle catching the sea breeze. Take the timeto enjoy the ever-changing scenery of the Seto Inland Sea.

it's always beautiful.
The landscape seems like apainting of interwoven islands.

Route

R o u te01

ay
Four ds o f e x p l o r i n g S e to u c h i

C a s tl e a n dl e a r n in g a b o u t S

c u lt ua mu r a i

03reThis four-day itinerary is recommended for
tourists who like Samurai. Visit "Himeji Castle,"
a UNESCO World Heritage Site, as well as "Bitchu
Matsuyama Castle" and "Marugame Castle," which
are among the 12 existing castle towers and stroll
through magnificent gardens created for theenjoyment of feudal lords. Observe thetechniques of the sword, a samurai symbol,
and walk along the paths they took with it.

Day1

From Osaka to Himeji. Take in the beauty of theWorld Heritage Site "Himeji Castle," also known
as Shirasagi-jo (White Heron Castle), stroll
through nine different gardens at Koko-en, andthen head to Okayama. You can learn about thesword-making process at the "Bizen Osafune
Sword Museum" and spend the night in Kurashiki,
which has prospered since the Edo period.

Day2

Tottori

Kurashiki, Bitchu Takahashi, Fukiya

長門湯本温泉Okayama, Takamatsu

Hagi

Yamaguchi

02

Goal

Shimonoseki

防府天満宮

Takahashi

平和記念公園厳島神社

03

Iwakuni

小豆島

瀬戸大橋

Goal

01

04

Goal
しまなみ海道04

Start

tic Island Tour, Dog

Day1

01

Start

Benesse House Museum
Photo by Mitsumasa Fujitsuka

Day2

02

Start

Day3
大鳴門橋

Nara

Kochi

Takamatsu, Marugame

02

4 days to enjoy the histor y and cuisine of Hiroshim a and Yamaguchi

On this four-day
tour, you will be able toenjoy exquisite seafoodand local cuisine. From theport town of Onomichi, headwest along the Seto Inland
Sea coast to Hiroshima. You
will pass by the majestic"Kintaikyo Bridge" in
Iwakuni, Hagi city locatedon the Japan Sea coast,and visit the hot spring
resorts of Yamaguchi
Prefecture.

20

Shimanami Kaido(Nishi Seto Expressway), Onomichi
From Matsuyama, head to Imabari. Ride a bicycle along the"Shimanami Kaido (Nishi Seto Expressway)," a 60-km-longroad (70 km for the bicycle path) connecting Imabari in
Shikoku to Onomichi in Honshu. The beauty of the Seto
Inland Sea archipelago stretches beneath your sight.
Enjoy the picturesque sights of Onomichi, such as
temples, cats, and retro shopping streets.

Stroll through the 400-year-old "Ritsurin Garden"
and take a bonsai workshop at "TAKUMIKUMO."
Proceed to Marugame, climb up the hill of
Marugame Castle, which is famous for its stone
walls, enjoy the view of the Seto Inland Sea frominside the castle, and try your hand at making
uchiwa (Japanese fans), a specialty of the area.

Rou teTakamatsu, Dogo Hot Springs

Leave Shodoshima and take a ferry to Takamatsu.
Take a peaceful stroll in the 400-year-old "Ritsurin
Park" and experience making bonsai trees and thefamous udon noodles in Takamatsu. Head to
Matsuyama and relax at Dogo Hot Springs, one ofthe oldest hot springs in Japan.

Day4

大洲城

Day4

Shodoshima
After Naoshima, the next stop is Shodoshima. Discover the
artworks sprinkled around the island and watch soy sauce
being made using traditional wooden vats. It is also famous asan olive island, and has vast olive groves. You can taste theseolives and hamachi (yellowtail) grown on the olives.

Wakayama

Ehime

Naoshima

Take a train or ferry from Osaka to Naoshima.
"Naoshima," an island of art, is home to museums suchas the "Chichu Art Museum," the "Lee Ufan Museum,"and the "Benesse House Museum." In Naoshima, you
can fully appreciate art and the beauty of the Seto
Inland Sea.

祖谷温泉

Tokushimao H ot S p r i n g s a n d S h i m a n a m i

Osaka

Kagawa

松山城

Oita

明石海峡大橋

Goal
Takamatsu

丸亀城

道後温泉

Fukuoka03

Start

Kurashiki

OnomichiImabariExperience the tea ceremony at "Okayama Castle," also known
as Karasu Castle for its beautiful black exterior, and "Korakuen
Garden," one of the three most beautiful gardens in Japan. Studysamurai culture at the Hayashibara Museum of Art, which has acollection of 10,000 items including swords and armor, and thentake a train across the Seto Inland Sea to Takamatsu, Shikoku.

岡山城

福山城

Hiroshima

錦帯橋

Kyoto

姫路城

Hiroshima

Yamaguchi

After taking a leisurely stroll through the "Kurashiki
Bikan Historical Quarter" that features white-walled
warehouses, namako walls, and rows of willow
trees, head to "Bitchu Matsuyama Castle,"
perched atop a 430-meter-high mountain.
Visit samurai houses and the Japanese drygarden at the Zen temple Raikyu-ji.

Day3

Hyogo

Okayama

Himeji, Bizen Osafune, Kurashiki

A r ti s

A 4-day tour immersed in art
and hot springs. Experience theunique museums, history, andculture of Setouchi's islands, followed
by a relaxing visit to Dogo Hot
Springs. Cross the sea on a bicycleby taking the "Shimanami Kaido(Nishi Seto Expressway)," whichconnects Imabari in Shikoku with
Onomichi in Honshu.

城崎温泉

Shimane島根県

Four days

Route

Day1
Onomichi,
Hiroshima
From Osaka to Onomichi via
Fukuyama. Enjoy strollingaround Onomichi (visiting
temples, Cat Alley, etc.), try
Onomichi ramen and local
beer, and then head toHiroshima. Visit Hiroshima
Peace Memorial Park to see
the Atomic Bomb Dome andHiroshima Peace Memorial
Museum, then enjoy apleasant evening eating
okonomiyaki, the soul foodof Hiroshima, and drinking
sake.

Day3
Day2
Iwakuni,
Yamaguchi
From Hiroshima, proceed to
Iwakuni. After crossing the"Kintaikyo Bridge," abeautiful wooden bridgewith five arches, take a restat the neighboring Kikko
Garden. For lunch, enjoy"Iwakuni-zushi" and head to
Shinyama-guchi. Visit"Ruriko-ji" Temple, famous
for its magnificent five-story
pagoda, then head to Yuda
Hot Springs.

Hagi and Nagato
Yumoto Hot Springs
Travel to Hagi by bus or car.
Stroll through the castle
town of Hagi, admiring thesamurai residences andearthen walls, and make abrief stop at a "Hagi pottery"
store. Visit "Toko-ji Temple,"burial place of the Mori Clanlords, and then head to"Nagato Yumoto Hot
Springs." Enjoy hot springsand seasonal kaiseki meals.

Day4
Nagato,Shimonosaki
From Nagato to Shimonoseki,take a train or car and travel ata leisurely pace while enjoying
the scenery. After taking
pictures at the scenic "Omi
Island," head to Shimonoseki,
located at the western edge of
Honshu. You can taste fugu
(blowfish) at "Karato Fish
Market," where freshly caught
local fish are available.

04

Three dlization" of society and nature.
"Revitaays tostudy and reﬂect on theThis tour focuses on
Naruto, Teshima, andShodoshima in the Seto
Inland Sea area, with
"Revitalization" as the key
word. You can feel the"Revitalization" of society andnature through a journey thatbrings you into contact with
Setouchi's traditional
culture, nature, and local
initiatives.

Day1
NarutoFrom Osaka to Naruto via Awaji Island.
Drive along the "Naruto Skyline" andenjoy the magnificent panorama of
mountains and the sea. Take a ferry to
Shimada Island, where you can enjoy a
360-degree view from Naruto Skyline
Yobomi Observation Deck. Experience
the grandeur of "Naruto's whirlpools"
and the serenity of the "Uchino Sea"
from up close by taking the "Uchino-Sea
Sokai Cruise."

Day3
Day2
TeshimaTake a ferryfrom Takamatsu to
Teshima. Teshima's major
challenge was the huge amountof illegally dumped waste. The
government and residents
worked together to revitalize theenvironment, and rebuilt theisland as an island of art. Taste"Karato Shimizu (Karato's Fresh
Water," a blessing of nature, andvisit the "Teshima Art Museum."

Shodoshima
From Teshima, head to Shodoshima.
After visiting the "Nakayama
Terraced Rice Fields" that arepreserved amid the aging of farmers
and lack of successors, the"Shodoshima Shuzo" that has revived
the island's local sake, and the"Yama-Roku Shoyu" that produces
soy sauce with conventional methods
using wooden barrels, experiencebeach cleaning at "Shirasaki Beach."

21

k
Par
live
S h o d os h i ma O
re !
cfe t uin Kagawa Pre

Locations throughout Japan

KagawaEhime

Kagawa09

四 国エリ アShikoku
Area

Shikoku
Area

Ehime

Benesse House Museum
Photo by Mitsumasa Fujitsuka

Kochi

Tokushima

Tokushima
Kochi

Photo by Watanabe’s

Tokushima: The Naruto whirlpools are a natural phenomenon caused by thesevered differential between ebb and flow of the tidal currents of the Seto Inland
Sea and the Kii Channel. During spring tide in the spring and fall, whirlpools form
ranging from 20 to 30 meters in diameter. You can also see them up close in a
cruise ship.
Kagawa: Kagawa prefecture is filled with diverse artwork. Pieces can be found
not only in art museums but also scattered around the towns and islands in the
Seto Inland Sea, and they range from modern art to more traditional and ancient
works. Experience the works of famous architects and public art everyone knows.
The prefecture is also famous for its udon noodles. Traveling around to sample
different Sanuki udon shops is an appealing trip.

四国エリア

Ehime: Dogo Hot Spring is a famous Ehime spot known nationwide as the setting for
Natsume Soseki’s novel Bocchan. The area has a long history, and Ehime (formerlyIyo) is also famous for mandarin oranges. The Iyo no Yu and Nigitatsu no Yu hot
springs appear in works such as the Nihon Shoki (The Chronicles of Japan) and the
Manyoshu (the oldest collection of Japanese poetry). Ehime’s symbol, the Dogo
Onsen Honkan, has been designated an Important Cultural Property.
Kochi: There are lots of places to take in gorgeous views looking out on the Pacific
Ocean such as clear-running rivers like the Shimanto River and the Niyodo River.
Kochi is blessed with lush natural scenery is also famous for Tosa (the name of aformer province) pole and line bonito fishing. The first catch of the year has a superb
aroma. You can also experience history at sites related to Sakamoto Ryoma.

Food culture
Shimanto River, Kochi Prefecture

Story andHistory

An island of
hospitality with a cultureof welcoming travelers
dating back 1,200 years.

1. Tokushima

1. Tokushima ramen: There are three traditions in Tokushima ramen,brown, yellow, and white. All of them use a soy sauce base, but thevariety ranges from tamari to light soy sauce, and each shop is also
different. Shared characteristics include a strong sweetness to thesoup, topping with raw egg, and using braised pork.

3. Ehime

2. Sanuki udon: Kagawa is famous as an udon prefecture, and there
are fans of Sanuki udon all over Japan. The noodles made form
Kagawa's specially-produced flour have a distinctive strong chew.
Traveling around to different shops to find your favorite is a fun way toenjoy this udon holy land. Kagawa is also famous for green olive oil andtraditionally-produced soy sauce made in wooden barrels. Try pairingwith a variety of different-tasting green olive oil and soy sauces.
Mandarin oranges, Ehime Prefecture

3. Taimeshi: Ehime’s taimeshi (sea bream rice) is made by boiling rice
and a whole fish in a clay pot. The savory flavor permeates throughout.
In Uwajima City, there is also a fisherman’s style version of the dishwith combines raw sea bream marinated in sauce with seasonings andraw egg. Mandarin orange production is also top-class nationwide, so
you can enjoy comparing different juices or visiting a fruit-picking
farm.

4. Kochi
2. Kagawa

The Shikoku region is located to the southwest of Japan’s
Honshu main island and is made up of 4 prefectures:

4. Straw-roasted bonito: You can try the famous pole and line bonito
roasted over a straw-fueled fire. At the market with food stalls offering
different flavors of Tosa to enjoy, there are also impressive fire show
performances where you can watch the fish being roasted right in frontof you. Enjoy it with Kochi sun-dried salt.

Kagawa, Tokushima, Ehime, and Kochi. You can travel

between Shikoku and Honshu by bridge or ferry. When

traveling in Shikoku, you may encounter people dressed in white clothes. This is the Shikoku
Pilgrimage, a tradition dating back about 1,200 years. This pilgrimage consists of travelingto 88 different temples connected to Kobo Daishi, an influential Buddhist monk of the early
Heian period (794 - 1135) . There is a custom among the local people of welcoming suchtravelers warmly and giving them drinks and fruit. Shikoku has a warm and comfortableclimate, and the cultivation of olives and citrus fruits such as lemons is thriving. There isuntouched natural scenery here such as the Shimanto River, said to be the last clear-flowing

river in Japan, and Kankakei Gorge, counted as one of the country’s three most beautiful
valleys. In addition, the sense of unity between dancers and spectators during festivals suchas Awa Odori and Yosakoi, which feature dancing in the streets, is a highlight. Shikoku iscompact and easy to get around, and you can savor the delicious local specialties of eacharea, such as Sanuki udon, Tokushima ramen, sea bream rice, and seared skipjack tuna, as
you travel by car or train.

22

Naruto Strait whirlpools, Tokushima PrefectureL

go n ane t's oE X PO T

r ip

Saving Lives Theme
Shikoku Area Trip
● P.37● P.44● P.49Empowering Lives Theme
Shikoku Area Trip
● P.55● P.57

Connecting Lives Theme
Shikoku Area Trip
● P.69● P.73● P.71● P.7623

a in ecture !
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KyushuArea

Locations throughout Japan10

九 州エリ ア

九 州エリアKyushuArea

Fukuoka

Nagasaki

Saga

Oita

Saga

Oita

Fukuoka

Nagasaki

Kumamoto

MiyazakiMiyazaki

Kumamoto
Kagoshima

Kagoshima

Fukuoka: The city of Fukuoka has an airport, Bullet Train station, and port, and it
developed as an entryway to Japan for Asian countries. The Nakasu district, which
has more than 100 food stalls lined up with abundant street food options, is popularwith tourists. You can also enjoy natural scenery such as the appealing and beautiful
coastline in Itoshima and historical sites such as Dazaifu Tenmangu Shrine.
Saga: With coastlines on the north and south, there is lots of picturesque scenery inspots like Niji-no-Matsubara and Cape Hado. Yobuko Asaichi is one of Japan’s threemajor morning markets, with abundant fresh ingredients lined up for sale. It is also
famous as the site of flourishing traditional craft ceramics like Arita ware and Imariware, which have a history of over 400 years.
Nagasaki: Nagasaki is the westernmost prefecture in Kyushu. Surrounded by theocean on three sides, it also includes approximately 600 islands. Nagasaki hasprospered since ancient times as an overseas trading port, and it began bringing inoverseas culture and sharing it within Japan in the Edo period. In the city streets, you
can find lots of exotic scenery.
Kumamoto: Known as the country of fire, Kumamoto is home to one of the world’s
largest calderas, Mt. Aso. The majestic mountain and grassland scenery of Mt. Asoand the mythology of ancient shrines like the Aso Shrine has enchanted numerous

visitors. Kumamoto Castle, which is one of Japan’s three greatest castles, and theunique hot springs such as Kurokawa are also popular.
Oita: Number one in Japan for hot spring water sources and water volume. Known as
the hot spring prefecture for the numerous hot springs within it such as the famous
Beppu and Yufuin, Oita is a place where you can easily visit various types and refresh
yourself. There are also lots of ancient buildings remaining within the cityscapes, andyou can take a walk in the Nioza area and feel like you’ve gone back in time to the Edo
period.
Kagoshima: The southernmost prefecture in Kyushu, Kagoshima’s magnificent naturalscenery is its charm, including active volcanoes such as Sakurajima . You can also savor
local specialties such as tonkatsu cutlets and kakuni braised pork made with the famous
local kurobuta pork and kuroushi beef, as well as satsuma-age fried fish cakes. The area
has had abundant interactions with overseas locations such as the Ryukyu Kingdom(now Okinawa), as well as both Asian and European countries.
Miyazaki: With comfortable weather most of the year, tropical plants such as canary
palm and hibiscus grow here, giving the area a resort feel. Cultivation of fruit such as
mangoes is also flourishing. There are lots of natural energy spots such as the famous
Takachiho Gorge, which serves as a setting in Japanese mythology.

Food culture

Story andHistory

3. Nagasaki

The entryway to Japan, where overseas culture wasincorporated and fused into Japanese traditions.

6. Miyazaki

2. Yobuko squid: There are lots of types of squid, but many people say that “Yobuko
squid is special.” The clear flesh has a crunchy texture, and sweetness spreads
throughout your mouth when you take a bite. It’s so delicious, it’s no exaggeration to saytrying it will change your perspective on squid.

The Kyushu region is located in the southwestern part of Japan and is made up of 7 prefectures: Fukuoka, Saga,
Nagasaki, Kumamoto, Oita, Miyazaki, and Kagoshima. Surrounded by the ocean on all four sides, the climate is relatively

3. Nagasaki champon: Although its roots are as a dish cooked to serve to Chinese
study-abroad students, it has now spread all over Nagasaki and even Japan as a whole.
Champon is made with chicken stock and lots of vegetables and seafood. It's a local taste
that’s been loved for many years.

warm due to the effects of the Kuroshio and Tsushima ocean currents. Through trade with China, the Korean peninsula,

Asian countries, and Europe since ancient times, Kyushu has functioned as a cultural entryway. Overseas culture has
influenced Kyushu’s food culture as well as traditional crafts such as ceramics. Kyushu has many volcanoes such as Mt.

Aso with its beautiful caldera and Sakurajima, which is one of Japan’s most prominent active volcanoes, as well as amultitude of hot springs such as Beppu and Kurokawa, which all have distinct character together account for 1/3 of

4. Horse sashimi: Kumamoto accounts for roughly half of the total horse meat
consumption nationwide. Kumamoto’s horse sashimi is especially good. You can also try
rare cuts of horse like the meat under the mane, tongue, and liver.

1. Fukuoka
4. Kumamoto

Japan’s hot spring water. Natural scenery, such as the dynamic sight of active volcanoes and the coastline with its

5. Toriten: Toriten is a type of chicken tempura that is a local specialty in Oita. Since themeat is seasoned with garlic and soy sauce, it’s perfect either as a side dish with rice or topair with a drink. Served with cabbage, which also compliments the flavor wonderfully.

abundant changes, are also part of Kyushu’s appeal. Looking out the window on a train ride and taking your time travelingaround by rental car or bicycle are both great ways to see it. The food is also unique, and there are lots of local gourmet

specialties such as tonkotsu ramen, which is made with thick and rich pork stock, champon noodles, horse sashimi,
chicken nanban, and satsuma-age fried fish cakes.

7. Kagoshima

2. Saga

Glover Garden, Nagasaki Prefecture

5. Oita

Le t
Yufuin, Oita Prefecture

24

Imari ware, Saga Prefecture

1. Food stalls: The Hakata Nakasu food stalls are a place to enjoy a wide range of foodsfrom the standard ramen and offal hotpot to mizutaki (a type of chicken hotpot), chicken
skewers, potstickers, and tempura. There are over 100 shops set up, and the area has
become a scenic feature of Fukuoka/Hakata.

r ip

7. Shochu culture: In Kagoshima, shochu distilled liquor is made from sweet potatoes asa matter of course. Enjoy its deep flavor in served in a clay vessel called a kurojoka. It’s
perfect match with satsuma-age fried fish cakes, another local specialty.

Saving Lives Theme
Kyushu Area Tripno's g on a

E X PO T

6. Miyazaki mango: These ripe mangoes are grown under the Miyazaki sun. Famous asbranded fruit as well. Taiyo-no-Tamago (egg of the sun) is especially good, and thedistinctive sweetness and creamy flesh are simply delicious.

● P.33● P.34● P.35● P.37● P.42● P.4325

lyako Isan dOkinawa
Area,

Locations throughout Japan

Okinawa
Area

Hokubu11

沖 縄エリ ア

沖 縄エリアin Mid ge
B ri e !
i
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s
O ha
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Irab uefe c
w a PrO k ina

Miyakojima

Chubu
HokubuNanbu

Miyakojima

Chubu

Ishigakijima

Ishigakijima
Nanbu

Ynonagunijima

Ynonagunijima

Northern Okinawa: Among Okinawa's regions, the north stands out for its
abundant nature. Home to the "Yanbaru" area, known as the "Miracle Forest"and designated a UNESCO World Natural Heritage Site, it features deep
subtropical forests teeming with endemic species. Additionally, there are many
facilities and activities that harness nature's beauty, such as the Okinawa
Churaumi Aquarium, as well as opportunities for trekking and canoeing. It is aregion where you can truly be healed by nature.
Central Okinawa: Explore the rich cultural tapestry of Okinawa in this region.
Uncover the history of the Ryukyu Kingdom at sites like "Nakagusuku Castle
Ruins" and "Katsuren Castle Ruins," discover traditional craftsmanship in
Yomitan Village, renowned for its "Yachimun" pottery, and experience the blendof American and Okinawan cultures at "Mihama American Village." Additionally,
we recommend taking a scenic drive along the 4.75 km-long "Underwater Road,"connecting four islands.
*Yachimun: A term in the Okinawan language referring to pottery.
Southern Okinawa: The southern part of Okinawa is home to Naha Airport, yourgateway to the skies. Explore International Street, the public market, and duty-free
shops in Naha City. Just a short distance from the city center, indulge in beach activities
and swimming. Furthermore, at Shuri Castle Park in Shuri, the capital of the Ryukyu
Kingdom, admire unique architectural structures and invaluable historical materials.
Islands: Okinawa boasts charming remote islands such as Ishigaki Island, Miyako
Island, Kume Island, and Yonaguni Island, Japan's westernmost island. Each islandfeatures unique ocean colors and untouched natural beauty that captivates many.
Experience diving, stand-up paddleboarding (SUP), and more on these islands. Ferry
travel is convenient, allowing you to explore several remote islands in a single day.

Food culture
Shisa, Okinawa Prefecture

Okinawa Food

1. Taco Rice: A soulful Okinawan dish featuring the filling of Mexican
tacos served on a bed of rice. Enjoy spicy taco meat, lettuce, tomato,and cheese atop the rice. It pairs perfectly with salsa sauce.

3.

2. Shikuwasa: A citrus fruit cherished in the northern part of Okinawa
Prefecture, "Yanbaru," where it benefits from the blessings of the sunand mountains. It is said to be one of the original species of mandarinoranges, with only two known to exist in Japan.

1.

Story andHistory

A tropical paradise
where the luxuriant
and unique Ryukyu
Kingdom culture
ﬂourishes.

6.

Ryukyu architecture,
Okinawa Prefecture

4.

a predominantly subtropical climate. Its stunning sea

sparkles in emerald green, gradually transforming into deep cobalt blue as you venture further

4. Jimami Tofu: "Jimami" refers to peanuts. It is a dish similar to
sesame tofu, made by kneading squeezed peanut juice. It has adistinctive firm texture.
5. Okinawa Soba / Miyako Soba: Thick noodles topped with pork
belly slices, fish cake, island onions, and other simple ingredients. In
Miyako Island, some shops sprinkle curry powder on top, offering a
different flavor profile for Miyako Soba.

5.

Okinawa, situated at the southernmost tip of Japan, enjoys

3. Okinawan Tempura: A soulful dish considered a staple among thepeople of Okinawa Prefecture. It is more commonly enjoyed as asnack, with a slightly thicker and chewier batter. Popular varieties
include tempura made with mozuku seaweed, purple sweet potatoes,
and fish.

6. Purple Sweet Potatoes: Okinawan purple sweet potatoes are only
delicious. They also boast vibrant colors and are rich in anthocyaninsand dietary fiber, believed to be good for the eyes. Whether eaten as
is or provided as a dessert, they are exquisite.

2.

offshore, creating a breathtaking contrast against the pristine white sandy beaches. Embark

on popular activities such as scuba diving and snorkeling to discover a world of tropical fish,vibrant corals, and graceful manta rays. Alternatively, delve into the lush subtropical flora andmangrove forests through kayaking adventures. Don't miss the chance to participate instargazing tours, offering mesmerizing views of the starry skies. Exploring Okinawa by car ishighly recommended, Ferries are available for trips to the attractive outlying islands.

Okinawa, once the Ryukyu Kingdom, developed its own unique culture distinct from Japan.
With traditional crafts and performing arts such as sanshin (a three-stringed instrument),
bingata (a dyeing technique), and Ryukyu glass, it has a distinctive culture. The "Gusuku

Sites and Related Properties of the Kingdom of Ryukyu" are registered as UNESCO World
Heritage Sites. Additionally, Okinawa has a unique culinary culture. Enjoy fresh fruits like

bitter melon stir-fry (Goya Champuru), Okinawa soba (noodle soup), island tofu, sea grapes,
pineapple, and mango, all within the free-spirited ambiance of the island.
26

Shureimon Gate of Shuri Castle, Southern Okinawa Prefecture.

Lgo n ane t's oE X PO T

r ip

Saving Lives Theme
Okinawa Area Trip
● P.35● P.46● P.40● P.47● P.45● P.49Empowering Lives Theme
Okinawa Area Trip

Connecting Lives Theme
Okinawa Area Trip

● P.60● P.75

27

28

29

Empowering Lives

Washoku

50

Local Cuisine, Gastoronomy

Sake, Sake Brewery

Cooking Class

Farm Tour

51Let
Trip 's Go
s to onConneLives cting

Soul resides in traditions.
A trip to imagine the past and design future society.

6263#29 Shimane

Earthquake Reconstruction,
Disaster Prevention

島根

An Underground Temple Built for Flooding Prevention:Metropolitan Area Outer Underground Discharge Channel,
One of the World’s Largest Floodwater Diversion Facilities
Invitation to a Magniﬁcent Underground Temple ̶“Metropolitan Area Outer Underground Discharge Channel”
This channel is one of the world’ s largest floodwater diversion facilities for preventing flooding. You
can learn about this pride of Japanese engineering, experience the scale of it, and learn about it

in-depth. In addition to the popular “Underground Temple” course, where you can see the pressure
regulating water tank, the impressive “Pile Driving Experience” course, where you walk along a

Art, Museum

working passageway, the “Pump Experience” course, where you can explore deep parts, such as
the pump room, gas turbine section, and special equipment, there is also an “Impeller Club

Experience” course packed with highlights, where you can experience the flow of water. Enjoy a

Adachi Museum of Art

pilgrimage to a temple that prevents disasters and connects “life” to the future!

A garden with the ultimate Japanese beautyand surrounded by blissful works of art
A Japanese garden where you can feel the belief that "agarden is also a picture" in every detail. Then there is the

Adachi Museum of Art, which houses fascinating works suchas modern Japanese paintings and ceramics, mainly by
Yokoyama Taikan. It is known worldwide for its per fec t

harmony of Japanese paintings and Japanese gardens. A

garden that changes its appearance depending on the season,

Spot Information

as if it was an actual picture. It is a museum where you can

島根県安来市古川町320

experience both the beauty of nature and the beauty of art,

ht tps://w w w.adachi-museum.or.jp/

that is worth a visit and is a masterpiece of Japanese beauty.

#30 Fukushima

Earthquake Reconstruction,
Disaster Prevention

Hope Tourism#31 Saitama

埼玉県春日部市上金崎720

埼玉

ht tps://gaikaku.jp/*This information is current as of March 2024.

Connecting Lives

where you can feel the wabi-sabi of Japan, and it is a space*This information is current as of March 2024.

Spot Information

Passing Down the Story of the Earthquake for Posterity
Fukushima Prefecture experienced a “complex disaster (earthquake, tsunami,
nuclear disaster)” unlike any other in the world. A study tour program thathelps to learn ab out the en orm ous damage c aus ed by nature an d toexperience first-hand the thoughts of people who bravely take on thechallenge of rebuilding in the face of myriad obstacles. That is “Hope Tourism.”
At workshops, participants can learn what evacuation shelters are really likeand how to view and deal with unexpected situations via simulations of solving“problems with no right answers,” which actually occurred in evacuation

shelter operations. During field work, you can experience the effects of the福島

earthquake and nuclear power plant accident, a history from then to now, andcurrent status and challenges in reconstruction. How do you reconnect lives
after disasters to the future? You can learn from the “real state” of Fukushima.

Spot Information
福島県福島市ht tps://w w w.hopetourism.jp/*This information is current as of March 2024.

78

79

Leveraging the magniﬁcent naturalscenery you can only ﬁnd in Hokkaido,
we propose a new style of travel.

Hokkaido
Tourism
OrganizationH

okkaido can offer lots of visitors the

Discover the Volcanoes of East Hokkaido

South Hokkaido Cycling, Hot Springs,& Matsumae Castle 4-Day Tour

Experience Japan’s hot spring culture at Kawayu Hot Spring, where the baths
have been known for their medicinal properties since ancient times, while
through the volcanic landscape of Akan-Mashu National Park. You can also
take in more of this beautiful scenery on the one-day trekking route on Mt.
Meakan, and nature’s grandeur is sure to provide a rewarding trip.

Take a 4-day cycling tour around southern Hokkaido while exploring thehistory of kitamaebune (Japan Sea cargo ships in the Edo period) and thesroots of Japanese culture. On this tour, enjoy the cultural exchange, local
specialties, and traditional cuisine while traveling around various Japanesecultural heritage sites and port towns from the peak of Mt. Hakodate to thetown of Esashi together with local cyclists.

A salmon-perspective cycling tour along the Toyohira
River in Sapporo plus canoeing upstream in Jozankei!

Central Hokkaido 2-Day Tour
Ainu Culture Experience & Hiking

The Ainu people refer to salmon as “fish of the gods,” and on this tour, you’ll travel
the same paths, cycling against the Toyohira River current and savoring salmon
dishes. Participants also enjoy canoeing in the quiet forest area upstream. Give
thanks to these fish of the gods through cycling and canoeing and experience lush
natural scenery up close.

Daisetsuzan National Park. Ainu people call this area Kamuy Mintar, whichmeans the playground of the gods. Learn about the perspective and lifestylerooted in this area and stay the night at Sounkyo Hot Spring, where thesheer cliffs provide spectacular views. Walk on trails where snow remains
until June with local guides.

oppor tunit y to experience the theme of the

Osaka Kansai World Expo, “Designing Future

Societ y for Our Lives,” through travel. Along with its

history of people coexisting with vast and harsh nature,
Hokkaido is also packed with essential concepts fordesigning future society such as the spiritual culture of
the indigenous Ainu people, who believed that “a soulresides in all elements of the natural world.”

Currently, “Adventure Travel” or AT*1 is a major pillar of tourism. The Adventure Travel World

Hokkaido Tourism
Organization

Summit Hokkaido Japan event held in 2023 was highly evaluated by participants from aroundthe world, and we received an overall satisfaction rating of 4.5 out of 5.

Executive Director

Satoru NakamuraIn addition to AT, we are also carrying out initiatives to create travel itineraries thattake greater advantage of the appeal of local areas. Some perspectives used for thisinclude wine tourism, night-time economy promotion, and care tourism. The numberof wineries in Hokkaido has been surging since 2000, and there are now a total of 64 (as of

October 2023). The area is rapidly developing into a new major production area for Japanese

Example tour content of the Howine. Hokkaido is also considered a treasure-trove ofJapanese Destination Management
Organization (wide-area linkage
DMO): Registered November 2017
Target area: Hokkaido

kkaido Tou

rism Organization

delicacies, so you can enjoy distinctive local dishes thatpair superbly with wine.

In addition, we are also focusing our ef for ts on thenight-time economy, enabling visitors to enjoy night safari
trips in areas where lots of animals live, light-up events,and other special activities with the goal of boosting night
utilization of these natural resources and expanding night
expenditures.

Finally, we are also working on “Care Tourism,” which

Hokkaido Tourism Organization

combines Hokkaido natural resources such as forests, hot springs, and meals with activities82

with the goal of improving physical and mental well-being.

Care Tourism also includes “Respite Tourism,” which is designed for people suffering with

Jozankei Snow-Viewing Rafting

Noboribetsu Toya Wide-Area Package Tour

Winter in the famous Jozankei hot spring area. Since there is little wind even inside
the valley, you can enjoy both the winter scenery and the quiet and stillness aroundyou. This new kind of winter activity includes a guide, and you may run into wild
animals or even ice falls depending on the season.

T h i s i s a o n e - n i g ht , t wo - d ay to ur of t h e va s t n at ur a l s c e n e r y of t h eNoboribetsu-Toya area and Upopoy National Ainu Museum and Park. In thewinter, you can tour surrounding areas and spend some time in Niseko. Enjoy
the picturesque views of Lake Toya in the winter, Ishikari hot pot (a typical
local cuisine of Hokkaido), visiting snack bars, and experiencing Ainu culture.

illnesses or disabilities and their families. Respite means a shor t break, and these tours
include treatment per formed by medical professionals during travel, allowing the family

members who act as their caregivers to refresh themselves with hot springs and meals. As thistype of tourism expands it makes many people take an interest in caregiving, and if it sparks
https://www.visit-hokkaido.jp/en/index.html

W

consideration of the ideal form for this care in the future, it could contribute to solving social
problems through tourism.

e hope the World Expo will give many people the opportunity to visit Hokkaido. There isdiverse content in Hokkaido, and our current problem is finding the best way to combine

this content into packages that suit traveler’s values. By linking with the World Expotheme, we want to propose a tourism style that connects to self-improvement and social
contributions.

Guided Hiking and Mountain
Climbing Tour to Achieve Sustainable Tourism
Sometimes, cultural differences can bring about sad results. For precisely thisreason, we propose a hiking and mountain climbing tour complete with a guide
who can explain the meaning of places and their natural scenery and thoroughly
cover cautionary points, striving to achieve sustainable tourism.

Experience history and culture!
“World Heritage Jomon Course”
On this tour, participants experience local specialty items and foods, as wellas the culture of the Jomon period through the ruins which are registered
World Heritage sites. Taste local beach cuisine and learn about traditional
preparation methods. You can also experience canoeing in the Shiodomari
River, where numerous Jomon period ceramics have been excavated, whilelearning about Jomon culture.

*1 Adventure Travel (AT): Travel itineraries incorporating at least two of the following three elements: activities, nature, and cultural experiences. This type of travel
allows participants to experience the distinctive natural scenery and pure culture of the area together with local people, with the goal of helping them achieveself-transformation and growth.

Hokkaido Tourism Organizationsightseeing area creation concept:

Striving to make Hokkaido “a sightseeing
destination people all over the world will aspire to visit.”

Night Walk in the Lake Akan Forest: “Kamuy Lumina”

Orca, Whale, Dolphin, andBird Watching Boat Cruise in Shiretoko Rausu

Taking inspiration from the unique culture and beautiful natural scenery of
the land, the Kamuy Lumina Night Walk is a moving experience combining
my s t i c a l l i g h t a n d s o u n d , va r i o u s p r o d u c t i o n e l e m e n t s , a n d v i d e o.
Experience the perspective of the Ainu people, who place importance on
their coexistence with nature.

On this adventure boat cruise in Shiretoko, a World Natural Heritage site,
you can meet groups of orcas. The large groups of orcas, dolphins, andshearwater birds, along with the natural scenery of the Shiretoko mountains
and Kunashiri Island are the highlights. Staf f will teach you about the
animals, including their ecology and characteristics.

83

TOHOKUTOURISMPROMOTIONORGANIZ ATIONWith the aim of providing enjoyableround-tour trips to Tohoku, it connects anabundance of tourism resources andtravelers' preferences with data so visitors
can enjoy their tours of the Tohoku region.

T

Aomori
Fukushima
Iwate
Miyagi
Fukushima

Hope Tourism

Michinoku Coastal Trail

Fukushima Prefecture experienced a 'complex disaster'. Through dialogue
with 'people who are taking up the challenge of recovery' in various fields inthe prefecture, Hope Tourism fosters 'the drive to learn for a better tomorrow'in a study tour program that can only be experienced in Fukushima.

The Michinoku Coastal Trail is a long trail that wends along the Pacific coastfrom Hachinohe Cit y in Aomori Prefecture to Soma Cit y in Fukushima
Prefecture. The main attraction of the trail is the abundance of spots where
you can experience dynamic views of the ocean. You will never forget thekiss of the fresh sea breeze along the journey.

Aomorihe Tohoku Tourism Promotion Organization was established in 2007 to support the

Aomori / Iwate

collaboration of six prefectures in the Tohoku region and Niigata Prefecture to revitalize

Tohoku via tourism. The four seasons cycle through the year in vivid color in Tohoku—with cherry blossoms in spring, deep beautiful fresh greenery in early summer, colorful foliage infall, and snowy landscapes and tree ice in winter.
The region boasts remarkable summer festivals

such as Tanabata and Nebuta, as well as traditional
events related to Shinto rituals. Its history dates

TOHOKU TOURISM
PROMOTION ORGANIZATION
President

Junichi Konno

back to the Jomon period, as reflected in traditional
performing arts, and many other events and tourist
attractions spread across the region. Getting ataste of all these attractions is best done by staying
for a series of nights.

Taking this concept a step fur ther, we created“Base! Tohoku” as a brand of tourism predicated on a series of stays in Tohoku, which is blessedwith its plethora of hot springs where you can enjoy the wonderful scenery and delicious cuisine.

The idea of the brand is to allow visitors to stay at the 17 hot spring resorts, thus linking the natural

Oirase Stream

Hachimantai Dragon Eye

The Oirase Stream in Aomori Prefecture teems with the charms of nature, its
clear water twinkling in the sunlight that filters through the pretty leaves and lights
up the moss. We recommend a walk along the river to enjoy the beauty of nature
as you soak up the pristine forest air.

The view of the Dragon Eye is a spectacle made up of snow and ice thatappears just as the snow melts along the edge of Kagaminuma lake atop
Hachimantai, which straddles Akita and Iwate prefectures. Tours with local
guides are popular for seeing the phenomenon, as the Dragon's Eye only
opens when certain conditions are met.

tour content of the Tohoku Tou
Examplerism Promotion Organization

Tohoku Tourism Promotion Organizationand tourist attractions common to each of the prefectures.

84

Japanese Destination Management
Organization (wide-area linkage
DMO): Registered April 2017
Target area: Aomori, Iwate, Miyagi,
Akita, Yamagata, Fukushima, andNiigata Prefectures

Travel agencies can thus introduce recommended sightseeing spots, search for excursion routes,

and make reservations for accommodations. In addition, to help make self-guided tours via rental

Akita

car easier and more meaningful, seven themed driving routes, such as "samurai culture andcastles" and "spectacular seasonal scenery," have been developed. All of which are available in
English, Chinese (traditional Chinese characters), and other languages, making them easy toaccess and book on the web.

In t a n d e m w i t h r ef i n i n g t h e t o ur r o u te s , wedeveloped a shared database for the region(Tohoku Tourism DMP) in order to verify andformulate data-driven strategies. The database contains

Mt. Zao(Okama Caldera & Snow Monsters)

Miyagi

Okama caldera of Mt. Zao was created when spring water, rainwater, andmelted snow accumulated in the crater formed by an eruption long ago. Snowmonsters appear in the winter on Mt. Zao. Tours are available to take in theview of these symbols of Zao via snowcat or helicopter.

a va r i et y of d at a , i n c l u d i n g d y n a m i c d at a o n w h e r eShirakami River Trekking
The Shirakami-Sanchi is a mountainous area straddling Aomori and Akita
prefectures and has been designated a World Natural Heritage site due to its
precious ecosystem. Shirakami River Trekking guides you along one of thewalking routes in this wilderness for a unique, whole body experience of thebeech forest.

travelers enter the Tohoku region, where they travel

within it, what they consume and purchase, as well as

official statistics and questionnaires — all of which allow

Yamagata

desired information to be checked simply. We have also developed a CRM system calledhttps://www.tohokukanko.jp/en/index.html

Fukushima'TOHOKU Fan Club', with the aim of gaining loyal customers in the Tohoku region.

During the first half of the medium-term plan, which runs until the World Expo 2025 , wecompleted a system for consolidating and analyzing the dynamics of travelers on the Base!

Tohoku and Tohoku Fan Club drive routes in the DMP and leveraging this information in the next strategic planning process. It is important
to make more effective use of the data while running effective promotions to attract inbound visitors.

New attractions have been created since the Great East Japan Earthquake, such as the Michinoku Coastal Trail , a routewhich covers a total distance of more than 1,000 km from Aomori to Fukushima. The Tohoku region can be so much agreater destination if we link its attractions together. We will continue working together using such a regional approach.

Dewa Sanzan Shugendo

Extreme Hot Springs

The Dewa Sanzan Mountains are famous as one of Japan's three major
Shugendo sites. Experience Shugendo clad in white garb and escape from themundane world. A mountain priest will guide you around Mount Haguro and you
can enjoy a special vegetarian meal called 'Higashi no Okumairizensen' as you
learn about mountain worship.

Numajiri Motoyu boasts the greatest output of hot water from a single source
in Japan. The hot spring flows into the river, creating an open-air bath that israre, even in Japan. You can enjoy trekking to the hot spring with a guide
while admiring the Shiraito Waterfall and other sights.

We hope that the Expo triggers inbound visitors to Japan to learn about all of Tohoku's attractive tourist attractions and traditional
culture, leading to them actually visiting the region.

Vision of the Tohoku Tourism
Promotion Organization:

Tohoku ̶ a Place the World Wants to Visit,a Place You Want to Live

Niigata

Crested Ibis on Sado Island
Even today, observing crested ibis in the wild is no easy thing. In the earlymorning hours, the most likely time to encounter the precious ibis, you canobserve them under the guidance of a certified ibis guide. You will also learn
about biodiversity initiatives, such as ibis conservation on Sado Island.

85Entertainment, culture, beaches,mountains, and islands.
Creating a “Tokyo & Around Tokyo”
concept packed with diverse appeal.

Greater Tok yo
Tourism
OrganizationThe Greater Tokyo Tourism Organization promotes Tokyo and a total of 10 prefectures

Tochigi

Gunma

Sustainable Extraordinary Experience in the Beautiful
Bamboo Forest of “Wakatake-no-Mori Wakayama Farm”

Stay at Three Charming Hot Spring Inns
in Gunma Prefecture: Hot Spring Heaven

Wakayama Farm is a farm that has c ontinually pursued moreenvironmentally-friendly methods for over 100 years. The bamboo forest
thinned for coexistence and utilization of natural resources is like anotherworld. The gorgeous bamboo is not only a relaxing place to recharge but
also hosts bamboo craft and matcha lessons with a bamboo cup.

Gunma has been a famous hot spring area since ancient times. Get ataste of Japanese traditional culture and the blessings of nature at threeelegant hot spring inns: Takaragawa Onsen Osenkaku, Kayabuki no Sato
Yakushi Onsen Hatago, and Kawaba Onsen Kayabuki no Gensenyu Yado
Yutorian.

in the surrounding area. Out of all the wide-area linkage DMOs, ours handles thebroadest area. The appeal of this target area can be summed up in one word:“diversity.” Greater Tokyo includes an abundance of varied topography such as the Japan AlpsTokyo

Naganoand the Tanigawa Mountain Range, some ofJapan’s most prominent mountains, the vast
Kanto Plain, the Tokyo Bay area, and isolatedislands such as the Ogasawara Islands. One
example of something to enjoy here is a

February skiing trip to one of the mountain

Greater Tokyo Tourism
Organization
Executive Director

Akio Kobori

areas with plenty of snow. On the other hand,
you can also experience a different season at

the same time by visiting Chiba’s Boso
Peninsula to see canola blossoms. There areshrines and temples with strong ties to Edo

culture, as well as modern landmarks, places

where the latest fashion and music trends, as well as entertainment venues, are gathered
together, and spots considered holy lands within various subcultures. Just 30-40 minutes from

Tokyo by train, mountains and rural scenery spread out before your eyes. This area is a

Ancient Pilgrimage Route Walking Yamanashi Saitama
and Shukubo Temple Stay Experience

Cool JAPAN! Manga and Anime Spot Tour in Tokyo

Chichibu , Saitama; Mt. Minobu, Yamanashi; and Togakushi, Nagano. At thesethree prominent Kanto spiritual energy spots, you can walk the ancientpilgrimage routes together with a guide as you ponder what life was like forthem and also experience Shojin-Ryori Buddhist vegetarian cuisine and zazen
practice at shukubo temple stays and ancient temple visits.

In addition to Akihabara, which fans around the world regard as the anime andmanga holy land, there is also a new spot promoting the subculture which
opened in Ikebukuro in 2023 called “Anime Tokyo Station.” On this tour, you’llvisit major spots in Ikebukuro and other parts of Tokyo which served as
backdrops, settings, or are otherwise related to manga and anime.

tour content of the GreaterE xample
Tokyo Tourism Organizationcollection of truly diverse sightseeing content.

Greater Tokyo Tourism Organization

Japanese Destination Management
Organization (wide-area linkage
DMO): Registered March 201986

Target area: Fukushima, Tochigi,
Ibaraki, Gunma, Saitama, Chiba,
Tokyo, Kanagawa, Niigata,
Yamanashi, and Nagano
prefecturesAl t h o u g h t r ave l e r s b o t h w i t h i n J a p a n a n d f r o mabroad tend to focus on the capital city, Tokyo, weare s tr i v in g through our c atc h p hra s e “ Tok yo &Around Tokyo” to use the “Tokyo” brand known worldwide toits full potential and connect it with the surroundings “Around

Wonderland of the Distant Sea:
Hachijojima Island

sightseeing area.

Hachijojima Island is easy to visit both from Japan and abroad. You can enjoy
activities such as interacting with marine life and trekking in the lush, untouchednatural scenery. Relax and enjoy yourself in the warm climate of the island,
refreshing your body and mind.

Tok yo,” strategic ally promoting the entiret y as a unified

The two international airports used by approximately 50% of
inbound tourists visiting Japan, Narita and Haneda, are both
located within this area, and there are extensive train linesTokyoand expres sways c entered around Tok yo, making travel

Me-Byo Valley BIOTOPIA

Kanagawa

This is a facility where you can experience improvement of your own Me-Byo(asymptomatic disease) designed with three concepts in mind: food that collects
the blessings of nature, exercise that puts your body in order, and relaxationthat frees your five senses. With the notion of Me-Byo is Eastern medicine as abase, this is an opportunity for you to reconsider your own health.

within it smooth. Leveraging this strength, we will propose

small trips with Tokyo as a base, branching out into the surrounding area. We are creating

packages such as a “History Trail” which allows participants to experience history while taking
https://greatertokyo.jp/

S

NaganoSaitamaa walk, as well as a “Rural Japan Experience” and “travel in pursuit of valuable experiences
and learning” in an effort to extend travelers’ stays and increase sightseeing expenditures.

preading information is critical for inspiring travelers to explore the broader Kanto areasurrounding Tokyo. Our organization launched the “Kanto Regional Social Listening Survey,”
and the 11 prefectures provide information for everyone to use. One interesting result is theincreased popularity of Niigata’s “Wara Art Festival.” Since repeat visitors to Japan have an especiallystrong interest in Japanese people’s lives and familiar scenery, aspects of day-to-day life such as

scarecrows and unmanned sales stalls in the garden can become sightseeing content. Utilizing the data,

Northern Japan Alps Panorama Ginza Trekking Tour
The Northern Japan Alps (Chubusangaku National Park) is one of Japan’s mostprominent mountain areas, and the Panorama Ginza (Mt. Tsubakurodake -> Mt.
Otenshodake -> Mt. Jonendake -> Mt. Chogatake) route has especiallybreathtaking views. On this tour, you’ll walk the route over 3 days with a guide,staying at popular mountain cabins along the way.

An Underground Temple Built for Flooding Prevention:
Metropolitan Area Outer Underground Discharge
Channel, One of the World’s Largest Floodwater Diversion Facilities
The Metropolitan Area Outer Underground Discharge Channel is one of theworld’s largest floodwater diversion facilities, built to prevent flooding. With
this itinerary, you can learn about this pride of Japanese engineering,experience the scale of it, and learn in-depth. There are four different courses
available, such as the popular “Underground Temple,” which features awalking tour of the pressure regulating tanks.

we hope to uncover these hidden charms. We hope that people visiting Japan for the World Expo will

also take the opportunity to travel in the broader Kanto area and experience the daily life of Japanesepeople.

Greater Tokyo Tourism Organizationsightseeing area creation concept:

Tokyo & Around Tokyo

SaitamaTocha Tea-Tasting Competition in the
Tatami Rooms of a Tea Plantation with Long History
Tocha is a type of tea-tasting competition which was popular in the Middle
Ages. Participants taste the tea and attempt to guess the brand andproduction area based on factors such as flavor and aroma. On thistea-centered plan, you’ll experience this profound game which is also known
as “tea kabuki,” enjoy dishes made with Sayama tea at the Chadokoro Issen
restaurant, and tour a tea museum.

87

Transforming “Central Japan”
into an expansive tourism area using
data-driven digital marketing.

Central Japan
Tourism
AssociationT

he Central Japan Tourism Association handles a total of 9 prefectures in the Chubu,

Gifu

Aichi

Shibata Brewery

Shibata Brewery has been carefully brewing sake in Okazaki City, Aichi,
since 1830. As a new challenge, we opened a cafe in a c orner of our
premises for enjoying unique “sake-derived” dishes. We are also planning torenovate empty houses as future accommodations.

THE OAK GUJO
Gujo is a former castle town whose townscape along a clear stream has
remained intact since the Edo period. The Oak Gujo is an entire hotel in the
town where the 420-year-old Gujo Odori Festival is held. Perfect for enjoying
the history and culture of Gujo.

H o k ur i k u, a n d K i n k i re g i o n s of J a p a n. We have na m e d t h i s a rea a s a w h o l e

Shoryudo (Rising Dragon Region) due to the way the sun rising over central Japan

when looking from the Pacific Ocean toward theJapan Sea looks like a mystical dragon rising fromthe deep.

O ur fo c us i s dat a - d r i ven d i gi t a l ma r ket i n g. B ypromoting a strategy grounded in data, we are

Miesharing the appeal of this expansive area.

Shortly after the association’s founding, we worked

Central Japan Tourism
Association
Executive Director /General Manager

Mitsutaka Ogino

on a visualization initiative for Central Japan’s

unique charm. Tall mountains reaching over 3,000

meters are concentrated in Central Japan, and dueto the difference in elevation, changes in the four

Shizuoka

Ninja Training Village The Akame 48 Falls

Experiences Farmhouse Inn Tabinoya

The Akame 48 Falls is known as where Iga-ryu ninja trained. Here, you canexperience one of the two major ninja schools, Iga-ryu Akame ninja training,which developed over years and years of training.

Tabinoya is located in one of the prefecture's leading tea producing areas.
Parts of the old farmhouse were renovated as an inn offering experiences
unique to Satoyama through the four seasons — picking tea, touring thefactories, hunting wild vegetables and bamboo shoots and playing in theriver.

seasons are especially striking, and there are abundant forests, lakes, and other lush naturalscenery remaining. The area is packed with the allure of Japan, featuring history and culture
shaped by warriors, as well as traditional crafts such as gold leaf, weaving, and copperware bornfrom the combination of the area’s topography and culture, which have developed into modern

textile and automobile production. We believe that experiencing this authentic nature and history

our content of the Central Japan To
Example turism A ssociation

bring value to our customers’ trips.
Japanese Destination Management
Organization (wide-area linkage
DMO): Registered May 2017

Central Japan Tourism Organization

Target area: 9 prefectures in the
Chubu and Hokuriku regions(Toyama, Ishikawa, Fukui, Nagano,Gifu, Shizuoka, Aichi, Mie, Shiga)

88

NaganoSituated between Tokyo and Osaka, Central Japan has four airports and railway line networks
running north, south, east, and west, making convenient accessibility a strength.

B

y introduc ing digital marketing, we have unc overed

inbound statistics showing that more of the visitors toCentral Japan are visiting our country for the second or

third time and beyond, and there are fewer who come on their first
trip. Ac c ordin gly, we have taken the initiati ve to intro duc e astrategy which appeals to the charm of this area with a focus on
tourists coming for the second time and beyond who want to get
deep er into Japan. We are unc overing uni que c ontent in

categories such as culture and nature that make a strong impact

Shiga

Kurabito Stay

Biwako Backroads

Kurabito Stay is located in Saku, Nagano Prefecture. Kitsukura Sake Brewing
opened in the Edo period and now lets you try actually brewing sake and stay at
its inn, sleeping in the renovated large chamber, just as the brewers once did.
You’ll learn to live and breathe sake as they did.

The concept is to “travel through everyday scenery” just as it is. We offer local
private tours starting from Maibara Station. You can experience nature andculture while cycling or walking along the shores of Lake Biwa.

on customers seeking authenticity with the assistance and supportof local businesses. In preparation for sales expansion of newcontent, we have released an app which can automatically create
https://en.go-centraljapan.jp/

D

Ishikawa

travel plans for visiting sightseeing spots where travelers want to go through GPS data

Fukui

analysis, providing this service since 2021.

uring the World Expo 2025, one of the themes for our promotions will probably
be how we can express the appeal of Central Japan to visitors making their first

trip to Japan for the event and convince them to travel here. Through the digitalmarketing implemented this time, we now understand what kind of content will pique theinterest of potential customers visiting the World Expo. Using content focused on the

Obama Machiya Stay

Auberge eaufeu

Obama has deep roots in Kyoto’s culture as it is the starting point for transporting
seafood to Kyoto. Eight old Obama townhouses were converted into machiya
villas, where you can fully experience Obama’s lifestyle, history, and culture.

A closed school in Kanagaso, Komatsu Cit y, Ishikawa Prefecture wasrenovated to create Auberge Eaufeu. Its chef is Shota Itoi, who is lauded forhis work at REDU-352018 and Gault et Millau 2023. Here, you can enjoy
dishes that express the local area and climate.

uniqueness of Central Japan featuring things you can’t find anywhere else like the Heisenji

Hakusan Shrine, with its beautiful moss and intersection of Shinto and Buddhism, and the
Akame 48 Falls ninja training village, we will share our message both in Japan and abroad

Toyamawith the goal of making the World Expo an opportunity for more people to learn about
Central Japan, driving them to visit.

Central Japan Tourism Association slogan:

GO CENTRAL JAPANBed and Craft
Bed and Craft is located in a town famous for wood carving, and has six villas
limited to one group/day for different artisan apprentice experiences. After anight in your villa — a renovated old folk house — you can create your own
work under your artisan’s guidance.

89

Kyoto-shi, Kyoto

Welcoming guests from all over theworld with Expo + Kansai tourism.
Promoting regional tourism
in ONE Kansai.

K ANSAI
Tourism
BureauOsaka-shi, Osaka

Exclusive Tea Ceremony Experience by Ozaki Beihaku,
fourth generation grandmaster of Oribe Ryu Fuso school.

"Noh Experience Tour" at Yamamoto Noh Theater

The ceremony is held at elegant Shobi Hall in the garden of Heian Shrine, whichhappens to be one of the most iconic shrines in Kyoto. Tea-serving will be exclusively
performed by Ozaki Beihaku, fourth generation grandmaster of Oribe Ryu Fuso school.
This is the best opportunity to witness the spirit of Japan passed down for generations.

You can enjoy Noh performances beloved by Toyotomi Hideyoshi. The event is held at
the Yamamoto Noh Theater, renowned for its unparalleled history spanning nearly 100
years. The building is listed as a tangible cultural proper t y and of fers a historicalexperience. The program is also available in multilingual and 3D versions accessible via
smart phones.

Fukui

T

he Kansai region is home to Japan's eternal traditional culture. The area is ubiquitousMiewith a culture nurtured over a long history, including about 1/4 of the World Heritage sites
registered in Japan and half of Japan's important cultural assets and national treasures

such as shrines, Buddhist temples, and Buddhist art. It also shines a unique light in Japan with its

friendly lifestyle culture and people. The Kansai region is blessed with abundant nature, stretchingfrom the Sea of Japan to the Pacific Ocean. Tourists tend to concentrate in Osaka, a global city andgateway to the rest of the world, and Kyoto, a major center of historical and cultural content, but

Kansai is full of diverse and abundant attractions. One of the concrete measures to realize regional

Traditional Echizen forged cutlery craft center tour
Echizen forged cutler y, which is a well-known traditional craf t has been at tracting
attention from overseas too. The world of Echizen forged cutlery, which have been refined
into a new kind of traditional craft exhibited in two workshops, is worth visiting. One is the
Yamaken Wood Works, which specializes in making "handles," a novelty in Japan, andthe other is Ryusen, which produces beautiful kitchen knives with a unique ripple pattern.

Ama Culture and Miketsukuni Food Culture Program
Ama is the women divers who dive freely and carr y on the traditional fishing done
abalone, turban shells, seaweed. You can savor your meal while listening to the diver's
stories. It's a great chance to experience the essence of "never catch too much" and"never catch all the fish" that ama divers cherish.

tourism is "wide-area tourism routes". By taking a bird's-eye view of the two urban prefectures and8 prefectures of Kansai, including the ordinance-designated cities, we are constructing eight routes
with stories such as "Samurai and Craftsman: The East Coast of Lake Biwa - Mie". The aim is to

KANSAI Tourism
BureauRepresentative Director /Senior Executive Director

Toi Yoshitaka

Kobe, and Nara in close proximity to each other, and to encourage visitors to take a "Plus One" trip
from these cities. The second is "theme tourism". The three major purposes of travel are said to be

Private1-day food culture tour: Buddhist Temple
Cooking and Immersive Brewery Town Walk Near Lake Biwa

Guided walking tours in Miyama Town, to explore the originallandscape of a Japanese mountain village called Kayabuki-no-Satogeoparks, Japan's largest lake, Lake Biwa, spectacular scenery in each season, seaside resorts,

It's a tour of Buddhist food culture and centuries-old breweries led by a local guide. You
can also indulge in a sake tasting or enjoy a cooking workshop at Myorakuji Temple. Join
us in discovering the beauty and traditions of the countryside Japan.

This tour will take you to a village in Miyama Town that has 40 private houses withthatched roofs. Local residents will describe the structure of kayabuki homes, theirlifestyle, and the mutual support society in English. You can interact with sustainableliving while enjoying the original landscape of Japan.

"Nature, Culture and Food". Kansai's nature is rich in variety, including six national parks andand snow resorts. It is home to the origins of traditional Japanese culture, including royal court andsamurai culture, garden culture, Zen, and the tea ceremony. Kansai is a place where Japanesefood was cultivated and is a treasure trove of ingredients. It is the birthplace of sake, which has

become popular in recent years. It is also a place where simple, easy-to-prepare dishes are an
Japanese Destination Management
Organization (wide-area linkage
DMO): Registered April 2017
Target area: Shiga, Kyoto, Osaka,
Hyogo, Nara, Wakayama, Tottori,
Tokushima, Fukui, and Mie
Prefecture

Kyoto

Shiga

take full advantage of world's rare structure of large international cities such as Osaka, Kyoto,integral part of daily life. While firmly incorporating travel trends such as "sustainable" or

Example tour content of the Ka

nsai Tourism Bureau"adventure," we are working to create themed tourism that takes advantage of these contents.

Sakai-shi, Osaka

Osaka

I

n March last year, the "EXPO 2025 Kansai Tourism Promotion Council" (Secretariat:
Kansai Tourism Bureau) was established, consisting of 2 urban prefectures, 8

prefectures and 4 government-designated cities in the Kansai region, as well astrans p or t at i on an d tour i s m c om pani es. W i t h a v i ew to link in g wi t h t h e E x p o t h em e of"Designing a Future Society where Life Shines," the Council is once
again collecting tourism contents of the Kansai region under thebanner of "From the Expo Site to the Region" to attract travelers

Dive into the normalcy of the travel destination.
Enjoy the downtown of Osaka to the fullest
The Fuse shopping arcade has a huge arcade covering about 600 meters. Stroll along to
indulge in food experience unique to the shopping arcade Takoyaki, Kushi katsu, porkbuns, and other downtown delicacies. Fuse has inherited Osaka's downtown culture andis bustling with local eateries.

visiting the Expo to the entire Kansai region, and is engaged in theExperience knife making with experts
at Sakai Tohji's My kitchen knife
Sakai City has a 600-year long history as a cutlery making site. Sakai Tohji knives are
the masterpieces that chefs from all over the world use. This tour gives you first-handexperience of making knifes with expert craftsmen.

Hyogocreation and promotion of tourism products. More than 600 tourism

Kobe-shi, Hyogo

contents have been collected, and these have become the driving
force for the creation of travel products, which are being created

Soak in, drink up, and dine at Yumura Hot Springand enjoy the "yugaki culture" to the fullest

KANSAI Tourism Bureau

one after another. In addition, in conjunction with "Kansai MaaS*,"90

https://www.the-kansai-guide.com/en/bureau/

the construction of a Kansai Regional Tourism Information Gateway
is underway, which will provide not only tourism information, butalso traffic, safety, and security information. Furthermore, we plan
to strengthen our support for travelers.

E

Expo＋Kansai Tourism Page

A renowned hot spring dating back about 1,200 years, Yumura Hot Spring features thehottest spring water in Japan at 98 ° C, which also features unique culinary delights toenjoy while in the hot spring. You can blanch your veggies, brew your own cup of coffee,
or even make some confectionaries. The Onsen is unstinting in welcoming all tourists toexperience the hot water.

Sake tasting experience at a sake brewery in Kobe
Hyogo Prefecture is the largest producer of sake in Japan. The area known as Nada
Gogo in Hyogo has about 30 sake breweries. The tour will offer you a chance to explore
three or four carefully selected sake breweries and sample more than 15 different typesof sake.

ven after the Expo, the accumulated tourist contents and the Kansai Regional Tourist Information Gateway willcontinue to be useful for future tourism in the Kansai region. Above all, the experience of promoting the "ONEKansai" project embodied in the Council will serve as a legacy and a driving force for the development ofregional tourism in the Kansai region. An IR is also scheduled to open in Kansai in 2030. The Expo is a passing point. In
order for Japan to become a "tourism-oriented nation", we hope that Kansai will play an important role as a region thatdrives inbound tourism. Last YearBusiness meeting overseas*Mobility as a Service (MaaS): A service that combines multiple public transportation and other transportation services in an optimal manner to meet thetransportation needs of individual local residents and travelers, such as search, reservation, payment, etc., all in one place

Kansai Tourism Bureau
sightseeing area creation concept:

The Origin of Japan, KANSAI

Wakayama

Experience of training of shugendo priests
on the sacred mountain of Ominesan

Nara

Shugendo is a religious belief unique to Japan. Ominesan is the sacred mountain andthe origin of Shugendo, which is a World Cultural Heritage site. This tour will take you to
Ominesanji Temple at the summit with mountain priests, where you can enjoy waterfall,and gomadaki, which is a fire-offering ceremony.

Pilgrimage Journey, Kumano Kodo
Kumano region is home to three prestigious shrines known as the "Kumano Sanzan."This tour covers pilgrimage routes to sacred sites of Shintoism and Buddhism, whichhave nurtured diverse forms of worship since ancient times, such as Shinto rooted innature worship, foreign Buddhism, and Shugendo, which is a combination of both.

Tottori

EXPO2025
KANSAI Tourism Council

Tottori Sand Dunes Photo Guided TourAn expert guide and photographer will guide you to the best spots in Tottori Sand Dunes
and teach you stunning photography techniques. Other adventures include camel riding,cycling, sandboarding, and paragliding, and experience of the dynamic wilderness in an
eco-friendly way.

Tokushima
Enjoy the tour to Zero Waste Center
Craft beer for local consumption
RISE&WIN Brewery Tour and BBQ Lunch Tour
Kamikatsu was the first town in Japan to make a "zero-waste manifesto". You can visit abrewery that practices zero-waste and enjoy craft beer from Kamikatsu and BBQ dishes
made with local produce.

91

Okayama

The Inland Sea,
SETOUCHI
Tourism
Authorit y

Deeply explore the meaning of"AUTHENTIC" and enhance the valueof the "Setouchi" brand.

T

Hyogo

Four-day tour of Setouchi Art Islands
and World Heritage Site Himeji Castle

KagawaTour covers the highlights of the Setouchi Art Islands. It is a 4-day course
where you can experience the charm of the island where the nature andcraftsmanship of the Seto Inland Sea come alive. With many must-see
sights, this itinerary can be enjoyed by both beginners and repeat visitors.

he Seto Inland Sea is a world-famous inland sea along with the Aegean Sea and the
Adriatic Sea. A beautiful archipelago made up of over 700 islands and sparkling calm

OkayamaFour days of exploring Setouchi Castle
and learning about Samurai culture

wo r l d a n d to r ev i t a l ize t h e l o c a l e c o n o my.T h e

KagawaHimeji Castle, registered as a UNESCO World Heritage Site, and the hidden"Castle in the Sky" in Bitchu Matsuyama. We will also tour the gardens built
for the enjoyment of feudal lords. You can observe the skills of a "sword
making," a symbol of the samurai, and retrace the path of the samurai which
they walked with their swords.

Hyogo
Kagawasea. Our goal is to establish this beautiful "Setouchi" as a brand to be proud of in the

Hyogo

OkayamaHyogo

S e t o u c h i b r a n d c o n c e p t i s "AU T H E N T I C *JAPAN:SETOUCHI".

A b out 3 0% of Western traveler s are s eas oned

intelligent travelers with an interest in dif ferent

cultures, and they are high value-added travelers
who want to make life-changing trips. Visitors will

The Inland Sea,
SETOUCHI Tourism Authority
Senior Managing Director /General Manager

Hiroshi Sakamoton o t b e s at i s f i e d u n l e s s t h e s t o r y o f ' ' w hy t h at

culture was born in that place'' is conveyed. For
example, why is Kagawa Prefecture famous for
Wheat c ultivation and why did Udon bec ome adevelopment of culture in that region. In 2023, Setouchi was selected by the Japan Tourism

Areas". Together with the seven prefectures and 47 cities and towns in Setouchi, we are now

The Inland Sea, SETOUCHI Tourism Authority

This 4-day tour allows you to actively enjoy Setouchi regardless of your physicalfitness. From Tadao Ando's architecture and historic puppet theater to Uzushio
cruises and rafting, this course will satisfy travelers seeking something a little
different.

specialt y? There is always a geographical and historical background that has led to the

Agency as a "Model Tourist Site for Creating High-Value-Added Inbound Tourist Sites in Rural

92

Tokushima

Four days of enjoying the nature
and adventure at Setouchi

working to dig deeper into the region's at tractions, such as "What is AUTHENTIC in the

Four days of walking around the castle town
and learning traditional Japanese techniques
During this 4-day tour, you will visit iconic castles such as Himeji Castle andOkayama Castle, tour the merchant town of Kurashiki, and experience
Japanese history and culture, including sword making and the world ofancient ceramics. After tracing Japanese traditions and relaxing at Kinosaki
Onsen, the tour will conclude in the picturesque castle town of Tanba
Sasayama.

tour content of the The Inland Se
a, Setouchi Tourism Authority
Exampleregion?'' and "What are the core values?'', and to communicate them to travelers around theJapanese Destination Management
Organization (wide-area linkage
DMO): Registered March 2016
Target area: Hyogo, Okayama,
Hiroshima, Yamaguchi, Tokushima,
Kagawa, Ehime prefecture

world with a storyline. Ultimately, Setouchi is a region where this can be done.

I

Hyogo

Okayama
Hiroshiman order to convey the "AUTHENTIC" Setouchi tothe world, we have developed a model course for

Benesse House Museum
Photo by Mitsumasa Fujitsuka

Setouchi in fiscal 2022 that includes tourist

attractions and experience contents that were well received
by overseas media and travel agencies. In preparation for

the Expo, we divided Setouchi into four regions (east, west,s o u t h , n o r t h , a n d w e s t), r e v i e w e d t h e c o n t e n t t o b ecommunicated and formulated the 23 courses that offer not

only nature experiences, but also a variety of activities suchas cycling, climbing the Akashi Kaik yo Bridge, andexperiencing pottery. The courses are mainly 4-day/3-night tours to/from Osaka, and will befurther refined in line with the concept of the Expo. At the same time, we are also discoveringcontent in each prefecture that will allow visitors to have special experiences that touch on thehttps://setouchitourism.or.jp/en/

Okayama

Many areas in the Setouchi region have a history of Japanese Sake, and this
3-day trip will take you to the most famous places of Setouchi while enjoying avisit to a historic sake brewery and sake tasting in the production area. You
will be able to experience not only sake, but also learn about history and art.

This four-day tour will allow you to experience the unique art, history, andculture of Setouchi. Explore the artistic islands of Setouchi and relax at Dogo
Onsen. You will bike across the Shimanami Kaido, which connects Imabari in
Shikoku and Onomichi in Honshu

Hiroshima
Yamaguchi

Hiroshima
Oita,
Kyushunormally open to the public and making the sake.

Ehime

L

inbound tourist destination".One of the main pillars of this is the "Cruise" that allows visitors to enjoy thebeauty of archipelago.In addition to attracting ocean-going cruise ships, we would like to start cruises on

the Seto Inland Sea using superyachts that exceed 24 meters in length.In Europe's Mediterranean Sea and the
Caribbean Sea, there is a custom of chartering a yacht and enjoying a week-long vacation with the family.

We would like to establish this culture in Setouchi as well. There are many hurdles to overcome, but when we

KagawaFour days Artistic Island Tour,
Dogo Onsen and Shimanami

essence, rather than superficial experiences, such as staying in a sake brewery that is notooking beyond the Expo, we will also work to lay the foundation for making Setouchi a "high-value-added

Ehime

Three days tour to Hyogo, Okayama to experience
World Heritage Site Himeji Castle and Sake Culture

Ehime

Four days tour to experience the history of Yamaguchi,
Hiroshima, and Ehime

Five days tour to Seaspika and Shimanami Kaido,
Dogo Onsen and Ozu

In addition to the World Heritage sites of Hiroshima and Miyajima, we will also
tour the lesser-known historical spots and hot springs in Yamaguchi and Ehime.
Yamaguchi City, selected as one of the "New York Times 52 Places to Go" in
2024, is also included.

You will visit the historical townscapes and beautiful scenery of Seto Inland
Sea. Cruise to the center of Shimanami Kaido. Overnight stay at Miyajima, asacred island in the shadow of a samurai castle, and overnight stay at Dogo
Onsen, the oldest hot spring in Japan. The course then takes a ferry to Kyushu.

achieve this, I think it will be a unique Setouchi content that can appeal to the world.
*AUTHENTIC: Genuine and authentic mission of Setouchi Tourism Promotion Organization

The Inland Sea, SETOUCHI Tourism
Authority mission：

Together with the local community, we will work to make Setouchi a world-classdestination that everyone in the world will aspire to visit and that everyonein the region can be proud of, thereby realizing regional revitalization.

KagawaKagawaTokushima

Tokushima

Four days tour to Shikoku's unexplored Iya Valley
and its spectacular scenery

3-day Regenerative Tour

Located deep in the mountains of central Shikoku, Iya Valley is far away fromthe hustle and bustle of the city. The untouched natural beauty is breathtaking.
Fresh air, mountain delicacies, wonderful accommodations and hot springs.
This will surely be an unforgettable trip to this unexplored region.

The Regenerative Tour is a tour of Shodoshima, Teshima, and Naruto in the
Setouchi area, with "regeneration" as the key word. You will be able toexperience the traditional culture, nature, and local initiatives of Setouchi
and experience the "regeneration" of society and nature.

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Sharing culture inheritedfrom ancient times
and the charm of untouched nature
with the world.

San’ in
Tourism
OrganizationS

an'in is a region at the western edge of Japan’s Honshu main island along the Japan

Tottori

Mitakien: Experiencing Ancient Japanese CultureWith Hand-Made Warmth and the Blessings of Nature
Thatched roof and traditional hearth. Located within the lush greenery ofAshizu Valley, Mitakien is a restaurant where you enjoy the blessings of nature
in a space that’s like something out of a fairy tale. With its crisp, clean air andchanging scenery in the four seasons, it offers a feast for all the senses, notjust taste.

TottoriTottori Sand Dunes Activity Program
Enjoy selected activities at the Tottori Sand Dunes a registered national,
natural monument, with this program. Options include dune trekking andsand boarding. You can also take part in a yoga class with spectacular views
if you reserve your sport through our plan.

Sea with rich ancient mythology such as the legend of Okuninushi, who built aprosperous nation in Izumo. Attractions include the San'in Coast, where you can see

interesting things like sheer cliffs and boulders shaped in unusual ways by the erosion of waves,TottoriOki Island, which was created by volcanic activity and has a unique ecosystem unlike anywhere

Tottorielse in the world, and two UNESCO Global
Geoparks. There are also sites with profoundcultural and historical significance such as the

Iwami Ginzan Silver Mine UNESCO World

Heritage Site, where 1/3 of the world’s silver

San’ in Tourism
Organization
Director General

Makoto Morimoto

output was once mined, and lush naturalscenery as well.

In the San'in region, the preservation of naturei n i t s n at ur a l s t ate h a s b e e n a p a r t of t h eculture since ancient times, and being able toenjoy this kind of scenery is one of the greatthings about it. According to survey results,

most of the overseas tourists visiting the San'in region are repeat visitors to Japan who have a
deep interest in as p ec ts of the c ountr y suc h as its histor y an d c ulture. Sinc e you c an

Guided Tour of Mt. Mitoku Grounds:
Purify and Order Your Body and Mind

Heart-Cleansing Daisen Beech Forest Walk:
Experience Lush Natural Scenery

The six sense organs represent the eyes, ears, nose, tongue, body, and mind. Mt.
Mitoku, a Japanese heritage site, is said to be a place where you can purify thesesix sense organs and cleanse your heart. On this guided tour, the chief priest
personally shows you around the grounds, sharing words that are certain toresonate in your heart.

The Daisen National Park is home to one of Japan’s largest beech forests. On
this trekking tour, you can bask in the greenery all around, experiencing theprimeval forest and learning about the history of this important cultural asset
on one of the three nature and history courses.

r content of the
Example tou
Sanʼ in To
urism Organization

experience untouched Japanese nature in San'in through various types of trips such as cycling
Japanese Destination Management
Organization (wide-area linkage
DMO): Registered November 2017

and walking tours, we believe it can provide a fresh and surprising experience for seasoned

ShimaneTottori

tourists with significant travel experience in Japan.

Target area: Tottori, Shimane

Currently, we are implementing a gateway strategy to at tract visitors to San' in,distributing information to overseas tourists who use or attempt to use gateway hubs.
This refers to tourists using hubs such as Sakai

Port or the various airports and railway or highway bus

stations in Kansai, the Seto Inland Sea area of Hiroshima,
and Kyushu. To enable visitors to smoothly travel fromneighboring areas to San'in, we have created various

travel itineraries with themes such as nature, histor y,

San’in Inbound Organization

culture, mythology, and legends. We have also developed

94

t h e “ D i s c ove r A n ot h e r J a p a n Pa s s ,” w h i c h p r ov i d e saccess and admission to the major sightseeing spots.

Picturesque Yonago Castle Ruins

Adachi Museum of Art

At its highest point, the 90-meter ruins of the Yonago Castle tower offer a
360-degree panoramic view of the surrounding area. The sight of the sun rising
like a diamond over the mountain peaks of Daisen is especially miraculous. The
Yonago Castle tower ruins are just a 15-minute hike away. This is a view you’ll
want to see at least once.

Along with a Japanese garden that gives a sense of artistic design, Adachi
Museum of Art houses a variety of attractive pieces such as Nihonga paintingsand ceramics, with a focus on the works of Yokoyama Taikan. The harmony of
the Japanese garden and Nihonga paintings with their refined Japanese
aesthetics are worth seeing at least once.

ShimaneShimaneThis pass enables centralized management of sightseeing
https://www.sanin-tourism.com/en/T

information, maps, entry tickets to various facilities such as historical and art museums, anddiscount coupons, and various businesses use the app to provide information.

he Osaka Kansai World Expo is close to the San'in region, and we hope this can be an

opportunity for people all over the world to learn about our area. We plan to create

content, travel packages, and itineraries that will inspire World Expo visitors to come to

San'in in cooperation with local businesses and share these offerings with potential tourists throughour organization’s website.

In addition, we have been putting efforts into personnel training and startup support for some time,

Japanese Confectionery Lesson with a Craftsman
from the Well-Established Saiundo Shop
Matsue City in Shimane Prefecture is said to be one of the three most prominent
areas for Japanese confectionery, alongside Kyoto and Kanazawa. Together withan artisan from Saiundo, a well-established Japanese confectionery shop, you
can try out making seasonal Japanese sweets. This lesson in Japanesetraditional techniques and aesthetics is sure to be a precious experience.

Entô (Geopark Private Tour Plan)
A private tour of the Oki Islands UNESCO Global Geopark operated by theislands’ accommodations facility, Entô. Experience the Oki Islands throughthis tour with a highly-knowledgeable guide.
You can discover your own unique Oki Islands story.

and these initiatives have already led to the creation of multiple businesses. With the World Expo asa starting point, we hope to remind global tourists coming to Japan of another potential destination
for their trip, San’in.

ShimaneShimaneSan’ in Tourism Organization brand message:

Discover Another Japan in Sanʼin:Beautifully Off the Beaten Path

Private Iwami Kagura Experience Completewith a Local Yunotsu Sake Pairing
In the Iwami district of western Shimane Prefecture, there is a traditional
performance known as “Iwami Kagura” which has been passed down sinceancient times. With this travel plan, you can experience it yourself in a small
group. Also includes local sake from the Wakabayashi Shuzo brewery to pairwith the performance. There is also an optional town walking tour to learn
more about Iwami Kagura.

Tsuwano Sagimai Performance
Sagimai (Sacred Heron Dance) is a traditional dance handed down from
Yasaka Shrine which has continued since ancient times. It has been held
every year at a specific location on July 20th and 27th, during the Gion
Festival. This traditional performance which originated in Kyoto is now aregistered UNESCO Intangible Cultural Heritage.

95

Striving to build a Shikoku brandand establish
the region as a sustainable island
through tourism.

Organization
for Promotionof Tourism
in SHIKOKUO

ur vision is a strong Shikoku brand achieved through the promotion of wide-area[Shodoshima, Kagawa] Nakayama Senmaida
Terraced Rice Field Conservation Activities

KagawaThe Nakayama Senmaida Terraced Rice Fields, one of Japan’s top 100
terraced rice fields, is facing a traditional culture inheritance crisis. The
Nakayama Tanada Council is sharing the story of its efforts to achieve asustainable local community such as surveying the fields and receiving
student visitors from Japan and abroad.

[Shodoshima, Kagawa] Local Area
Revitalization with Olives at the Core

KagawaShodoshima is Japan’s largest producer of olives. From the high economic
growth period after World War II to the present, how has Shodoshima handledeach issue it faced? You can get a sense of these initiatives.

tourism. Shikoku is the smallest of the four main islands which make up the Japanesearchipelago, and although it is surrounded by the ocean, visitors can cross over fromthe main Honshu Island by various means such as ferr y, car,

Ehime

Ehime

train, or bicycle. Topographical and geographic conditions differ
across the boundar y lines of the central Shikoku Mountains,causing variation in flora and fauna as well as climate in the four

prefectures: Tokushima, Kagawa, Ehime, and Kochi. As a result,ea c h a r e a h a s d eve l o p e d i t s ow n u n i q u e fo o d c ul t ur e a n d

per formance traditions. This compact island has four unique

Organization for Promotionof Tourism in SHIKOKU
Representative Director

Shinji Han-i

faces, and by traveling around within it you can enjoy the distinct character of each area.

We are currently promoting medium-term plans for the Expo 2025 Osaka, Kansai, with a focus
on sustainable tourism, Adventure Travel (AT *1), and World Expo initiatives.

For the promotion of sustainable tourism, we established the “Shikoku Sustainable
Tourism Promotion Network” in coordination with the island’s local governmentorganizations. As a result of these regional activities, more and more areas in Shikoku

are being selected as “Top 100 Global Sustainable Destinations” *2. Shodoshima Town in Kagawa

Prefecture was selected two years in a row (for the Nakayama terraced rice field conservation
efforts and local economy invigoration through olives) in 2021 and 2022, Ozu City in Ehime

Japanese Destination Management
Organization (wide-area linkage
DMO): Registered March 2019
Target area: Tokushima, Kagawa,
Ehime, Kochi

Prefecture was selected two years in a row (for preservation and restoration of its assets as a[Ozu, Ehime] Preservation and Restorationof a Japanese Castle Town’s Cultural Assets
Although the Ozu Domain was once a prosperous castle town rated at 60,000
koku (a unit of land productivity measurement roughly equivalent to the amount ofrice needed to feed one person per year), the aging and declining population has
left many of the houses empty in the city now. We have prepared an experience
program which will give you a sense of the story of the local initiatives forpreservation and restoration of cultural assets launched in response to this crisis.

[Ozu, Ehime] Local Community Participation
Preservation Efforts for the Old Houses in Danger
of Disappearing
In the city of Ozu, businesses are developing to make use of local resources.
This program will show you how local residents and business are working
together to carry out community building initiatives.

our content of the Organization for Promotion of Tourism in Shikoku
Example t
Kagawacastle town and old house restoration efforts with local community participation) in 2022 and2023, and Marugame City in Kagawa Prefecture (for efforts to train successors to carry on the
traditional craft of Marugame Uchiwa fans) and Miyoshi City inTokushima Prefecture (for preservation of the Iya Kazurabashi Vine
Bridge)were s el e c te d in 2 02 3, s up p or t in g t h e es t a b li s hm ent of “ t h esustainable island, Shikoku” as our brand.

One other initiative we are focusing our efforts on is the promotionof AT. Shikoku has diverse natural scenery, and there are activities such as cycling and rafting
as well as cultural experiences such as indigo dyeing lessons available. However, the most

famous AT in Shikoku would have to be the 88-temple route known as the “Shikoku pilgrimage,”which consists of spots linked to the Kukai, founder of the Shingon sect of Buddhism, also

[Marugame, Kagawa] Over 400 Years of Sustainable
History: 31 New Master Craftsmen of Marugame
Uchiwa Fans, Carrying on the Traditions[Miyoshi, Tokushima] Reconstructing the Iya
Kazurabashi Vine Bridge Once Every Three Years

Marugame Uchiwa are a beautiful local craft of making fans from a single piece ofbamboo with more than 400 years of history. Made with masterful techniques, they are
the pride of the town, appreciated worldwide, loved by locals, and packed withcraftsmanship. Learn about how the city faced various problems for the preservation ofthis traditional product, such as lack of successors to carry it on into the next generation.

One of Japan’s three most unusual bridges, the Iya Kazurabashi Vine Bridge
stretches over the secluded Iya Valley the city of Miyoshi in Tokushima
Prefecture.This bridge is made of wild mountain vines called shirakuchikazura
which are woven together, and it is rebuilt once every three years by the local
conservation society with participation in this process by the local community.

known as Kobo Daishi (The Grand Master who Propagated the Dharma). The hospitality

Tokushima

Ehime

culture of Shikoku, with local residents giving travelers on the Shikoku pilgrimage tea and fruit,is another unique charm of the island. In preparation for the World Expo, we are planning tohttps://shikoku-tourism.com/en/

establish 17 AT travel courses and share them on the World Expo website.

Kansai is close to Shikoku, so we are hopeful that this event will be a superb opportunity toshare the charm of this island with the world.

In Shikoku, the population began to decline about 25 years earlier than the rest of the country. Declining population is amajor problem facing Japan, and we believe that even if the number of permanent residents does not increase, the cycle ofsustainable economy and society is essential. By increasing the number of people who love Shikoku and want to participate

Tourism Shikoku

in community building through the power of tourism, we hope to revitalize the economy as well. As a region further that has spent more

96

time on these problem-solving efforts, we hope Shikoku will become a pioneer in designing Japanese society for the future.

*1 Adventure Travel (AT): Travel itineraries incorporating at least two of the following three elements: activities, nature, and cultural experiences. This type of travel
allows participants to experience the distinctive natural scenery and pure culture of the area together with local people, with the goal of helping them achieveself-transformation and growth.

Kochi[Shimanto, Kochi] Coexistence of Nature andHumanity Based on Shimanto River and Dragonflies[Imabari, Ehime] Imabari Nature Cram School:
Environmental Education Program

The city of Shimanto in Kochi Prefecture is the site of the world’s first dragonfly
conservation area, “Dragonfly Sanctuary Park.” Japan’s satoyama (areas
between mountain foothills and arable flat land) are actually home to tremendous
biodiversity, and human intervention is essential to maintain it. Take a closer lookat dragonflies and learn about the satoyama ecosystem through them.

At the Imabari Nature Cram School, you’ll learn about the structure andhistory of the Earth and the evolution of life with your instructor and think
about the global environment. We focus on giving participants a sense ofrealization that environmental problems affect them personally throughexperiences involving all 5 senses.

KagawaTokushima / Kagawa / Ehime / Kochi*2 “Top 100 Global Sustainable Destinations”: refers to a selection of 100 areas around the world issued each year by Green Destinations, a nonprofit organizationin the Netherlands certified by the Global Sustainable Tourism Council (GSTC), which highlights the stories of areas carrying out superb initiatives for sustainable
tourism development.

Organization for Promotion of Tourism in SHIKOKU
sightseeing area creation concept:

Promoting wide-area tourism to build a Shikoku brand.

[Tonosho, Kagawa] Walking
on the Sea?! SUP (Stand-Up Paddleboard) Sea Stroll
with a View of Shodoshima Island[Japanese Heritage:
Shikoku Pilgrimage] Take a Spiritual Journey to FaceYourself with a Unique Pilgrimage Culture

SUP cruising is available as an island activity on Shodoshima, an island in
the Seto Inland Sea. With little obstructing your vision, you can take in theimpressive views characteristic of the island such as mountains and rockyseas while your instructor shares information about Shodoshima Island suchas its history and charm.

The Shikoku Pilgrimage follows in the footsteps of Kobo Daishi Kukai,
stretching a massive 1,400 km in total length. Even looking all over theworld, this kind of roundtrip pilgrimage route is rare. It is said to have beendeveloped over 1,200 years ago and is a registered Japanese Heritage.
Enjoy the fusion of faith and nature in the Shikoku scenery.

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Through promotion of the distinctive
appeal of Kyushu and expansion of
repeat visitors, we will develop tourism
into a new core industry of Kyushu.

K YUSHUTOURISMORGANIZ ATIONT

h e Ky u s h u G o v e r n o r ’ s A s s o c i a t i o n , w h i c h i s m a d e u p o f m a j o r e c o n o m i corganizations and meets to discuss strategies for the Kyushu region, has declared agoal of achieving 4 trillion yen in tourist expenditures by 2030 through the theme of

Kumamoto

nagasaki

Grassy e-Bike Ride Climbing Mt. Aso
to Reach the Caldera

Trekking Across the Three Peaks of
Mt. Unzen-Fugen to See a New Volcano Up-Close

A cycling trip on Mt. Aso, an active volcano with one of the largest calderas in
the world and most majestic outer rims. Rushing toward the caldera, which isnormally closed to the public, will give you a refreshing feeling you can’t get
anywhere else.

In 1991, the eruption of Mt. Unzen-Fugen caused a new mountain, Mt.
Heisei-shinzan, to form in its side. Although you can’t walk into the risingsteam, you can get a close-up view trekking across the three surrounding
mountains, and the magnificent and picturesque volcano is sure to make an
impression.

“making Kyushu a great place to live, visit, or work in.” This
figure matches automobile exports for Kyushu, which is oneof the core industries in the region.

Oita

St r i v in g to wor k towar d t hi s g oal, t h e Ky us hu Tour i s m

Association is making unified public and private sector
efforts in each prefecture and business community.

In order to develop tourism into a core industry, improved

KYUSHU TOURISM
ORGANIZATION
Deputy Managing Director

Takashi Hamasaki
Director

Hiroki Hirakawa

name recognition and strengthened branding are essential.
Globally, Kyushu is not ver y well-known yet, and one of
the reasons for this is a lack of a unified impression.

When we implemented a questionnaire asking visitors from abroad what they found appealing
about Kyushu, some of the answers were “hot springs,” "food,” and “nature.”

extremely large number of water sources is a strength. In 2014, the “ONSEN ISLAND KYUSHU”

Even now, smoke continues to rise from the active volcano of Sakurajima, andyou can experience it for yourself on this sea kayak tour. Take a look up at the
impressive mountain. Peek down into the ocean and you can see the lava thatflowed into it, as well as some coral. Experience the majestic scenery only an
active volcano can provide on this unique adventure tour to Sakurajima.

Kyushu has many volcanoes with a hot spring volume accounting for 1/3 of Japan’s total, and theinitiative was launched, striving to share the diverse appeal of Kyushu using hot springs as anentry point. In addition, three keywords were selected and used for promotion: Energy(volcanoes and hot springs), Fertility (abundant foodstuff created by the sea and fertile soil), andJapanese Destination Management
Organization (wide-area linkage
DMO): Registered March 2018
Target area: Fukuoka, Saga,
Nagasaki, Kumamoto, Oita,
Miyazaki, and Kagoshima
prefectures

Kagoshima

Sakurajima Active Volcano:Three-Hour Sea Kayak Tour Experience

Gateway (an entryway to Japan where people and culture are joined together).

To i n c rea s e na m e re c o gn i t i o n over s ea s , we d e p l oye dtourism reps*1 in multiple overseas locations such as New
York and broadcast information through overseas media

Kunisakihantou Minemichi Long Trail
This is a long hiking trail in the Kunisakihanto peninsula, which is where
Shinto-Buddhist syncretism originated. On this course, you’ll see uniquetopography as you walk on the field road, tracing the footsteps linking theblessings of nature with human faith, and you can also imagine what it musthave been like for the monks walking the “Mineiri” path as part of their ascetic
practice.

r content of theE xample tou
Kyushu T
ourism Organization

outlets, and as a result of these effor ts, awareness of Kyushu isincreasing.

Fukuoka

Saga

Another initiative we are implementing to increase tourist
expenditure is “Adventure Travel” (AT).*2

This initiative consists of creating activity content with a sense of story to it by leveraging the

Kyushu Tourism Organization

strengths of Kyushu’s history and natural scenery. Alongside AT, we are also focused on

98

promoting cycling tourism. Together with invitations to the “Tour de Kyushu,” we are planningbicycle tour packages in areas of Kyushu and developing the region into a holy land for cyclists.

Large-scale events such as the Tour de Kyushu and Kansai Osaka World Expo 2025 are a

precious opportunity to share Kyushu’s appeal. Since it’s just 2.5 hours away from Osaka byhttps://www.visit-kyushu.com/en/Wbullet train, we hope visitors to the World Expo will also travel
around here.

hat we are trying to achieve by 2030 through the tourism industry is a well-known Kyushu brand, thatdrives more repeat visitors staying longer-term, increasing tourism and city building expenditures in the[Walking with a Local Guide]
Kyushu Olle (Trekking) “Karatsu Course”[Walking with a Local Guide]
Kyushu Olle (Trekking) “Munakata Oshima Course”

Olle is a style of trekking originating from Korea’s Jeju Island. Since Karatsu,
Saga is a sister city, this trekking course is called the Kyushu Olle Karatsu
Course. With views of the Genkai Sea and even gourmet foods like turban
shells and abalone, this is a relaxed course where you can discover a newside of Karatsu.

Kyushu Olle trekking courses are a way to enjoy the natural scenery of
Kyushu at your own pace. After a 25-minute boat ride, the course travels
around Oshima Island. On this appealing course, if the weather is sunny andthe skies are clear, you can see the sacred island of Okinoshima, where only
Shinto priests are permitted to disembark.

region which in turn invigorates the economies of both Kyushu as a whole and smaller areas within it. If

these areas become more appealing, this will eventually link to migration and settlement of new people. Inspiring

to live in an area is the end goal of tourism, isn’t it? Aiming high for a bright future, we intend to invigorate thetourism industry.

*1 Rep: A business entity carrying out sales and promotion activities as a representative of a local government organization or business.
*2 Adventure Travel (AT): Travel itineraries incorporating at least two of the following three elements: activities, nature, and cultural experiences. This type of travel
allows participants to experience the distinctive natural scenery and pure culture of the area together with local people, with the goal of helping them achieveself-transformation and growth.

Kyushu Tourism Organization slogan:

Making Kyushu “a great place to live, visit, or work in.”Takachiho Packrafting

MiyazakiSince ancient times, people have regarded the nature of Takachiho as “ablessing of the gods,” and a unique traditional culture has developed in thearea, including elements such as kagura dance performances to pray for an
a b un dant har ves t. T hi s ac t i v it y c ons i s t s of pac k raf t in g on thi s r i ver
considered a blessing of the gods. Par ticipants set out for the elusive
waterfall following the instructions of a local activity guide.

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Okinawa
Convention& Visitors
BureauEthical Travel Okinawa
Creating tourism that enriches bothtravelers and the local community.

T[Kitanakagusuku Village] Experience Kitanaka
Wellness with a 3-day, 2-night Journey of Complete Relaxation.
Located on the eastern coast of central Okinawa Island is Kitanakagusuku Village.
Embark on a journey to discover the secrets of longevity in this village, which has beenrecognized for having the highest life expectancy for women in Japan. Immerse yourself
in the secrets of longevit y over three days, embracing the essence of "K itanaka
Wellness." Delve into a variety of activities designed to enhance your well-being while
immersing yourself in the cherished lifestyle of the locals.

[Kerama Islands] Enjoy the Sea and Mountains!
A 4-night, 5-day journey exploring by e-Bike and on foot.
The Kerama Islands are renowned for their world-class crystal-clear waters known as"Kerama Blue," captivating people all over the world. Explore the islands by e-Bike andfo ot over a f i ve - day j o ur n ey, fos ter in g c o n n e c t i o n s w i t h l o c al s t hr ough d i ver s eexperiences. This tour promises an unforget table island retreat filled with uniquecharms.

he predecessor of the Okinawa

C o nve nt i o n & V i s i to r s B ureau i s t h e
O k i n a w a To u r i s m A s s o c i a t i o n ,established in 1954 before Okinawa was returned tomainland Japan. For the past 70 year s, it has

operated with the awareness that "tourism is themain industry of Okinawa and supports the economy
of Okinawa Prefecture." Thanks to this focus, tourist
numbers have steadily increased, reaching 10

million tourists in 2019. However, challenges such as

Okinawa Convention& Visitors Bureau
Executive Director

Norihiro Mejima

The secret to longevity lies in food. Learn about nutritious longevity foods crafted from
Okinawan ingredients and traditional cooking methods. This immersive experience not
only delves into Okinawa's culinary heritage but also provides insights into lifestyle
habits promoting health and well-being.

s p e n d i n g, a n d ex te n d i n g l e n g t h of s t ay h ave

emerged, necessitating further growth. Okinawa now aspires to be recognized as a "sustainable
tourist destination chosen from around the world" and is committed to elevating its standards.

s part of this effort, we are championing "Ethical Travel Okinawa," a movement that
promotes responsible tourism practices considering both people and theenvironment. With the ris e in touris m, O k inawa has ex p erienc ed hei ghtene dpressure on its natural environment and local communities. In "Ethical Travel," we strive toTarget area: Okinawa Prefecture

A portion of the participation fee from the Shuri Castle Reconstruction Charity Cycling
Event will contribute to rebuilding this historic site. Enjoy cycling through the scenic
central and southern regions of Okinawa Island, basking in the refreshing sea breeze.
Your participation not only offers a memorable cycling experience but also supports therestoration of Shuri Castle, a UNESCO World Heritage Site.

[Naha City] Delve into the Art of Ryukyu Cuisine
Discover the Secrets of Longevity with Healthy,
Local Ingredients & Yachimun Pottery.

stabilizing tourism demand, increasing per capita

A

Japanese Destination Management
Organization (wide-area linkage
DMO): Registered August 2017

[Central and Southern Okinawa Island] Charity Cycling Eventfor Shuri Castle Reconstruction

ensure both travelers and local communities are satisfied byprioritizing environmental and lifestyle considerations of theregions visited, while also experiencing Okinawa's rich naturallandscapes, traditions, and industries, ultimately realizing

sustainable tourism destinations. The cultural heritage nurturedby the people of Okinawa throughout histor y is deeply[Kumejima Town] Embark on a Journey to Learn about the"Kumejima Model" of Ocean Deepwater Utilization while Enjoying
Stunning Views, Delicious Cuisine, and Rich Historical Culture.
A noteworthy initiative on Kumejima Island is the "Kumejima Model," which utilizes
deep-sea water. Participants will learn about models of self-sustaining communities that
promote industries such as shrimp aquaculture, leveraging the purity of deep-sea water,
and creating employment opportunities.

Ethical Travel Okinawa Model Course
Embark on a journey of responsible tourism with the Ethical Travel Okinawa Model
Course, aimed at preser ving local resources and communities while impar ting theessence of Okinawa to future generations. Immerse yourself in coral exploration,
traditional home cooking, beach clean-ups, and more, fostering a deep connection withthe local culture and environment.

tour content of the Okinawa C
E xampleonvention & Visitors Bureau

intertwined with Ethical Travel. Communicating this heritage totourists poses a challenge for the future, and "Ethical Travel"
stands as a key approach to achieving sustainable tourism.

Furthermore, to inform strategic planning, we are developing an "Okinawa Tourism Region
Profile," providing insights into visitor demographics by municipality. We are dedicated to

Okinawa Convention Bureau

enhancing tourist satisfaction and expenditure.

100

https://www.ocvb.or.jp/foreign/enIn preparation for the World Expo, we aim to showcase Okinawa's unique strengths,

including its natural wonders, cultural traditions, and historical sites, along with its marine
resorts. Emphasis will be placed on World Heritage Sites such as the "Gusuku Sites and[Kunigami Village] Discover Yanbaru Forest:
A Haven of Biodiversity Conservation Efforts.

[Northern Area of Okinawa Main Island] Cycling Tour

Uncover the conser vation ef for ts in the pristine Yanbaru region, designated as a
UNESCO World Natural Heritage site. Stay in traditional Okinawan houses, immerse
yourself in the lush natural surroundings, and witness the harmonious coexistence of
nature and people guided by knowledgeable locals.

Embark on a cycling adventure from Nakijin Village to Ogimi Village, spanning 22km with
an elevation difference of 144m. Experience the exhilarating sensation of riding over thesea on the "Kouri Bridge." This physical activity allows you to enjoy Okinawa's largest
mangrove forest and more.

[Kin Town] Nature Experience Activities,
Bird Watching, and City Tours[Nakijin Village] Unravel the Mysteries of Nakijin Castle Ruins

Related Properties of the Kingdom of

Ryukyu" and natural heritage sites like"A m a m i O s h i m a , To k u n o s h i m a ,Northern Okinawa Island, and Iriomote Island." Another highlight of Okinawa is its "Fly& Cruise" offerings. For instance, we propose leisurely trips where visitors arriving in

Kansai can fly to Naha, then transfer to a cruise ship to explore Miyako Island, Ishigaki
Island, and Taiwan. Moreover, the World Expo presents an opportunity to showcase
emergin g in dustries an d c ut tin g - ed ge tec hn ol ogies. Establis hin g O k inawa' s

communication-related industries and research facilities at the Expo as satellite

pavilions would provide visitors with a unique opportunity to experience both the Expoand Okinawa's distinctive offerings.

In addition to nature experience activities and bird watching, there are areas with aunique atmosphere filled with an exotic charm due to the presence of US military bases.
Visitors can also enjoy city tours, experiencing the distinctive stories of Kin Town, which
encompass nature, culture, and daily life.

The Nakijin Castle Ruins is a UNESCO World Heritage Site located in Nakijin Village in
the northern part of Okinawa Main Island. Embark on a guided village tour that unravels
the rich history of the Gusuku castle, once a pivotal stronghold in the area. Accompanied
by an insightful guide, delve into the castle's construction, the lifestyle of its inhabitants,
and their legacy that echoes through to the present day.

Concept of tourism area developmentby the Okinawa Convention & Visitors Bureau
Enhancing their role as a wide-area collaborative DMO(Destination Management Organization) toward the creation of a "sustainable
tourist destination chosen from around the world"[Battle Site of Southern Part of Okinawa Main Island]
Former Navy Headquarters Bunker
In 1944, the former Navy Headquarters bunker was excavated to serve as the commandbase for the Japanese Navy's Okinawa Area Fleet. Gain a profound understanding of thetumultuous events of the war, examining its impact from both Japanese and Allied
perspectives. Reflect on the enduring significance of peace as you delve into thispoignant chapter of history.

101

Purpose of this Storybook.

Embracing Life on a World Expo Trip:
Delivering Experiences to People
in Japan and All Over the World.
28.2 million visitors from Japan and abroad are expected for the 2025 Expo event,and this enormous influx of people unlike any other event is a major opportunity toshare the appeal of Japan with the world and attract tourists.
The government has also launched a World Expo initiative with consideration for
tourism, culture, business, and education, striving to ensure that areas all over thecountry can benefit from the event, taking advantage of it as an opportunity for
local area revitalization throughout Japan.
This storybook takes the perspective of “Expo + Tourism,” introducing trips thatg i v e a s e n s e a n d ex p e r i e n c e o f t h e t h e m e o f E x p o 2 0 2 5 w i t h t h e g o a l s o fstrengthening understanding of the event and helping you discover appealing
trips with elements of Japanese daily life, cuisine, traditional culture, and nature
in various parts of the country. We hope this will enable tourists to get a sense of
the Expo throughout Japan.

A storybook about“Embracing Life, Exploring the Expo, and Experiencing Japan.”

Spark Excitement wi t h

M YA K U M YA K U .

We look forward to seeing you soon.
日本の地域で、お待ちしています。

Provided by: Japan Association for the 2025 World Exposition

Take a World Expo Trip and Get a Sense of Life.

Expo 2025 Official Experiential Travel Guides
The theme for Expo 2025 Osaka, Kansai, Japan is “Designing Future Society for Our Lives,” andvarious areas of Japan have prepared related tourism content and experience plans which areavailable for viewing on the Japan Association for the 2025 World Exposition’ s tourism portal site.
Please take a look.
Embracing Life, Exploring the Expo, and Experiencing Japan.

Expo

Tourism

www.expo2025travel.jp/page/3/en