2021 TOP 100 GOOD
PRACTICE STORY
Title of the Story: Toward the Establishment of a Sustainable Tourism
Model

Destination Name: (include any state, province or region)
Nasushiobara CityCountry: Japan

Submitter name: Yoshinori Yamaguchi
Email address: y.yamaguchi02@city.nasushiobara.lg.jp
Position: Chief, Commerce, Industry and Tourism Division, Industry and Tourism
Department, Nasushiobara City
Nomination Category: (Please check the boxes that indicate the focus of your story)
Please find detailed information for the categories below in the Top 100 training module ‘Good
Practice Story’.
☐ Localizing the destination supply chain☐ Decarbonizing the destination supply chain☐ Culture & Communities☐ Environment & Climate☐ Nature & Ecotourism☒ Tourism Reset & Recovery

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DESCRIBE YOUR GOOD PRACTICE STORY
Address each aspect of your good practice story in the different sections being specific including relevant quantitativeand qualitative information.

Issues facedNasushiobara City, located in the northern part of Tochigi Prefecture, has two different types of hotsprings: Shiobara Onsen and Itamuro Onsen. Shiobara Onsen has a history of more than 1,200 years,
with a rich quality of its hot spring water, making it very attractive. Shiobara Onsen, with a history of
more than 1,200 years since its opening, has an appeal with its rich quality of spring water. Visited bymany literary giants and noble families since ancient times, it has a high historical value as the official
residence of Emperor Taisho was built here. Itamuro Onsen, called "the medicinal hot spring ofShimono" and known as a hot spring suitable for hot spring cures, was designated as a national hotspring resort in 1971. Nasushiobara City, located only two hours away from the Tokyo metropolitanarea, has magnificent range of nature such as ravines, marshlands and clear streams, making it one of
the most popular tourist destinations in the prefecture. The number of tourists visiting Nasushiobara
City has been on a recovery trend after a temporary decline due to the Great East Japan Earthquake(March 11, 2011). Various measures are being taken to achieve the goals of attracting 9,500,000
annual visitors and generating 1,000,000 annual overnight visitors.
However, the tourism industry was severely affected by the COVID-19 infection that is raging aroundthe world. In response to the spread of the COVID-19, the government declared a state of emergency,with the city also declaring its own state of emergency from April 24, 2020 to May 6, 2020. In order tocurb the movement of people across prefectures, we requested lodging businesses to close for thesame period. However, due to the extension of the national emergency declaration due to the numberof infections in the city, the city's emergency declaration was extended until the end of May, forcing
accommodation facilities to close until the end of May. As a result, the number of tourists in April andMay 2020 decreased by about 80% compared to 2019, resulting in a significant drop in revenue.

Methods, steps and tools applied
It was feared that if this situation continued, it would lead to the decline of the tourism business andeventually prompt the stagnation of economic activities in the city as a whole. As an independentmeasure, the city implemented a program to subsidize a part of the accommodation fee for citizens
staying at facilities in the city from June 1 to July 31, 2020. The aim of the campaign was to support thelodging businesses in the city's hot spring resorts and at the same time to alleviate the mental burdenof the citizens who were forced to refrain from going out. As a result, the number of people whostayed overnight during the campaign exceeded 6,000, of which about 44% were first-time visitors tolodging facilities in the city. However, this was only a temporary measure, with tourists from outside
the city that fundamentally supported the tourism business. Amid this Coronavirus pandemic, it wasnecessary to create a mechanism to continuously invite and accept tourists. It was necessary to change
the structure of the city, where local residents shunned the tourists who come to the city to seek
healing. Therefore, we decided to formulate our own "sustainable tourism model" to implement

various measures using "trust," "wellness" and "responsibility” as keywords. We have decided todevelop our own "sustainable tourism model" and implement various measures.

Key success factors
The key points of the "sustainable tourism model" are "visualization" of infection control measures forthe safety and security of both tourists and local residents, and "responsible tourism" in which tourists
take a certain amount of responsibility.
As part of the "visualization" program, we have a certification system for establishments that takemeasures based on standards established under the supervision of the "Effort Certification Committee"-- consists of doctors and experts in infectious disease countermeasures -- as well as periodic PCR
inspections for accommodation businesses. The standards for the certification system includes 36
mandatory items and five recommended items, such as installation of anti-droplet equipment anddocumentation of each measure, which are divided into two classes: high-premium class and premiumclass, according to the level of efforts. Currently, four inns and hotels in the city have been certified,
while six are undergoing audits. Certified inns and hotels are able to publicize their efforts with acertificate and a certification sticker, which are also published on the city website. Currently, only inns
and hotels are eligible for certification, but the number of eligible facilities will be expanded in thefuture. As for the regular PCR testing of lodging businesses, the city has concluded agreements withinns and hotels that take measures in accordance with the "Mutual Aid Model for Lodgers to Prevent
Infection with the New Coronavirus" presented by the city. In principle, the PCR test is conducted oncea month. A collection point is set up in the hot spring resort area, where inns and hotels bring inspecimens for collection by a designated time.
As part of the "Responsible Tourism" program, the city has set up a system to encourage tourists toassume a certain level of responsibility for the costs of the visualization certification system and PCR
testing, and to cooperate in the prevention of infection. Specifically, the city of Nasushiobara istentatively raising the bath tax collected at mineral baths as a source of funds.
Lessons learned

There were various opinions from business operators against and in favor of raising the bath tax tofund a sustainable tourism model (countermeasures against COVID-19 infections). Since this is an
unprecedented initiative, it was picked up by many media outlets, generating various opinions fromwithin Japan, including opposing opinions such as, "The cost of PCR testing should be borne by thefacility operator; and it is questionable to have the tourists bear the cost." Supporting opinions such as,"If we can confirm safety and security even with monthly PCR testing, we can stay at the facility
without anxiety.” While conveying the image of future tourism, we held multiple briefing sessions forbusiness operators and discussions among the government, business operators and the assembly tocome up with answers to work on a sustainable tourism model.

Results, achievements and recognitions
There are very few initiatives based on the concept of "responsible tourism" in Japan, with no example
of such an initiative focusing on COVID-19 infection. We have received almost no complaints fromtourists about our efforts, but on the contrary, we have received favorable comments from tourists
who feel that our efforts are contributing to the countermeasures. We will continue to raise awarenessamong businesses and tourists to further promote "responsible tourism" in the future.
Currently, our efforts are focused on the COVID-19 infection, but we will work to introduce apermanent tax dedicated to environmental conservation, etc., based on the concept of "responsible
tourism" that we were able to establish this time.

Number of tourist arrivals and overnight stays in Nasushiobara City (Unit: persons)
Number of
tourist arrivals
Number oftourist nights

2015
9,989,935

2016
9,757,318

2017
9,355,910

2018
9,425,301

2019
8,811,708

2020
6,758,270

958,220

935,342957,208

947,162

917,940

503,325

Additional references‣Sustainable tourism model flyer‣A model for mutual assistance in the prevention of new coronavirus infection among guests‣Agreement‣Minutes of the briefing session‣Information on bath tax‣Sustainable Tourism Model Newspaper Article‣Certification system newspaper article.