Promoting Katori Region
for international travelers– Elective A•

Impressions & Objectives•

Takayama – a success story•

Sawara Promotion Ideas

Impressions & Objectives

First Impression: Strengths & Weakness
Location

StrengthWeakness-proximity to Narita and Narita Airport-relatively far from Tokyo, lack ofeasy access-peaceful surrounding, no overcrowding-lack of accommodation/ facility

Gastronomy/Fermentation-great range of fermented products besides
Sake, including Miso, Soy Sauce etc.

-no specific labeling and nofermentation branding-health benefits and authentic products

History-“Lost Edo”
-very good English & Chinese guides andmaps

PR & visibility-sells itself-language difficulties, lack of
explanation along the road, inmuseums, material on the website-still relatively unknown forforeigners

Guiding Philosophy of Sawara“Community first, and tourism will follow”→ well-being of the community and their wishes come first→ tourism is only secondary vis-a-vis to the community

Objectives→ Internationalization of tourism in Katori region→ Introducing local history and culture of fermentation
to foreigners, notably through sakeAll while taking account the guiding philosophy of Sawara

History and culture•

versatility of Sawara: not one famous place but lots of historical buildings & sites•

long history of sake production AND fermented products (soy sauce, miso etc..)

Takayama:a success in attracting
inbound tourism

Fast Growth in Number of Tourists

International Tourist Destination Takayama: The effects of COVID-19 and the path to tourism recovery. | Centrip JAPANVariety of International Tourists

International Tourist Destination Takayama: The effects of COVID-19 and the path to tourism recovery. | Centrip JAPAN“In 1985 Takayama declared itself an international city long before Japan declareditself a tourist nation in 2003”

Since1996,official
websiteismultilingual-choice between 11 languages

International Tourist Destination Takayama: The effects of COVID-19 and the path to tourism recovery. | Centrip JAPANMultilingual pamphlet (10 languages)+Walkable maps (11 languages)

Free WiFi Network is also important

Takayama free WiFi network

Sawara’s free WiFi network

Sawara Promotion Ideas

Support muslim tourists→ e. g. for tourists from Indonesia…

→Halal symbol to put on
the map of flyersFacilities & Halal
Certification for restaurants

YouTuber Content Creator Promotion●during a major event, pay for overnight accommodation and transport, and makesuggestions on places to see→Pros: relatively cheap way to promote online, good at filming/recording,fluent in Japanese (good at interacting with locals)→Cons: Most of them want to remain free to express their opinions- impossible to monitor what's said in the videoCraftwork &Authentic Experience Promotion

Additional Ideas“personalize your visit”→ all year thematic routes added to existing routes on the guide•eg. Sake/Fermentation route (sake breweries, fermented products)•
historical route (Boat Tour, Inoh Museum, Katori Shrine)•
Seasonal routes : Hanami (花見)、Momiji (紅葉), routes linked with festivals••

expanding English information +other languages•
signs along recommended routes to educate about the history and culture(eg. sings, audio-guides)•
maps & other material availability on the website•
working together with international students/ other volunteers for translations•locating Sawara in the greater context of Japanese History→e. g. How does Sawara reflect Edo period, how did it come about?

“SawaraPass”
Pass for 2-3 days incentivising to visit many places withone ticket - encouraging tourists to stay for a longer timedifferent options/ courses:●choice of: doing a boat tour, visiting a sakebrewery, dressing in a kimono & visiting different
historical places and museums (Suigo Sawara
Float Museum 水郷佐原山車会館, Inoh Tadaka
Museum伊能忠敬旧宅概要, Ayame Parkあやめパーク,
Katori Shrine 香取神宮）
Pass A → 1 out of boat tour/brewery visit/kimono dress
AND 2 out of 4 others the historical places and museums
Pass B → 2 out of boat tour/brewery visit/kimono dress
AND 4 out of 4 of historical places
Pass C → all in passe. g. The “Sapporo Select” Pass