We are proud to present ONSEN & Gastronomy Tourism—a new concept which will bring about dramatic strategic development in the Japanese tourism industry. Conventionally targeted at groups of tourists, travel styles and services are now undergoing a momentous shift in the direction of individual tourists. Furthermore, tourism is currently moving on from sightseeing to opportunities for a different experience, health boost, relaxation as well as self-improvement. The negative impact of stress along with super-aging on today’s society is significant. It is precisely for this reason that healthy moments of enjoyment provide a precious momentary escape from everyday life.
Through ONSEN & Gastronomy Tourism, the local people in the different regions of Japan rediscover their region’s natural beauty as well as the local food, alcohol, traditional culture and scenery. These people then establish a tourism route which takes tourists on a healthy walk around the region to experience all of the aforementioned regional delights in their authentic forms. The final port of call on the route allows the tourists to recover from their pleasantly tiring walk. The spread of this kind of tourism throughout Japan will enable tourists and local people alike to achieve happiness.
If we Japanese rediscover Japan for ourselves and then introduce what Japan has to offer to tourists from around the world, the different regions will regain their confidence and witness the revitalization of their area together with tourists. Kanko, the Japanese word for tourism literally means “watching the lights of a country”. Witnessing the regional revitalization will be just like watching those lights. This is our aim. To this end, we are hoping to refine gastronomy tourism with the support and participation of many public organizations, including local governments, corporations and individuals.