A NEW NATIONAL VISION FOR TOURISM IN JAPAN
JAPAN ENDLESS DISCOVERY
I TOKYO, KYOTO AND OSAKA I GETTING AROUND I A TASTE OF JAPAN I I A JOURNEY INTO THE UNKNOWN I A FAMILY VACATION IN TOKYO I
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The Worldfolio Japan
Japan, a land where tradition infuses perfectly with modernity The tourism sector is probably the most relevant industry in terms of the construction of a country brand. But common generalizations and stereotypes are often made about all destinations, countries and regions. France, the United States, Mexico, Spain, China, the United Arab Emirates; all of these countries are subject to stereotypes. But none more so
STAFF
than Japan, where a lack of information has generated gaps that have been lled
ÁLVARO LLARYORA
ith lingering and so eti es do nright alse
isconceptions.
When you think about Japan, what comes to mind? Crowded and
Chairman, The Worldfolio
expensive Tokyo? Mount Fuji? How tourists percieve a country can often be
JONATHAN MEANEY
very different from the local perspective, and sometimes the best destinations
Chief Editor, The Worldfolio
and experiences can be found far away from the well-trodden tourist path. Understanding Japan is absolutely fundamental to properly enjoying
KRISTIN KJELLGARD
Japan, either as a holiday visitor, resident or business traveler. From
Creative Director
misunderstandings, such as that international credit cards are not widely
Art Direction & Graphic Design:
EDUARDO BERTONE & IGNACIO PLASENCIA
accepted, to critical realities such as the language barrier; this publication has one mission only: to showcase the real Japan and the future of its tourism industry from an economic perspective.
Project Director:
JOSE ANTONIO SANTOYO
The Worldfolio has established a long-standing presence and ongoing operation in Japan and has published more than 80 pages of exclusive
Project Coordinator:
content focusing on the country in relevant international media in the U.S.
LOUISE GRANKVIST
and Europe. Therefore, this publication is our opportunity to share our experiences of our travels and interviewing the top leaders in the tourism
Editorial Director:
ANTOINE AZOULAY
sector. The support of the Japan National Tourism Organization has been critical for us to develop this material and we would like to express our
Project Assistant:
appreciation in this publication.
YOSHIE ISOMURA
In this magazine, you will discover more about Japan and the economic importance of one of its fastest growing industries, from Tokyo’s eccentricities
Regional Director:
GEMMA GUTIERREZ
and Hokkaido’s ski slopes, to the new role of tourism as an economic engine
Special Thanks To:
and decreasing population. We hope you will enjoy learning more about
to boost growth in rural areas, addressing the challenges posed by an aging
JAPAN NATIONAL TOURISM ORGANIZATION, JAPAN TOURISM AGENCY, WEST JAPAN RAILWAY CO., NAVITIME & ASAKUSA HANAYASHIKI
this truly fascinating country; a land where tradition infuses perfectly with modernity. The Worldfolio Team
TABLE OF CONTENTS
4 Enterprises come together to form national vision for tourism
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12 Tokyo, Kyoto and Osaka: your comprehensive ten-day itinerary
20 A taste of Japan
24 Take a journey into the unknown
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4
ENTERPRISES COME TOGETHER
TO FORM NATIONAL VISION FOR TOURISM In this interview with the Worldfolio, Ryoichi Matsuyama, President of Japan National Tourism Organization , discusses how tourism related enter rises have come together to form a uni ed voice to reach a common goal, as well as the incredible growth of the tourism industry over the ast ve years, and how the industry, which was traditionally in the back seat, is now seen as a major driver of economic growth Tourism in Japan has increased dramatically in the past five years. It seems now that the pace of growth is stable and a lot can be expected from the sector economically speaking. However, Japan still has room for growth, especially when compared to the top touristic countries such as Spain, rance, Me ico or Italy. What is your view on the tourism sector growth and where does this success reside in your opinion Which is your forecast for upcoming years? apan is currentl living a ver exciting ti e. or the rst ti e in history, our country is truly trying to open itself to the world. Japan is commonly known for its expertise in manufacturing, represented by globally reknowned brands such as Toyota or Panasonic. Previously, tourism was still considered to be a sub-sector, with a marginal impact on the overall economy. However, Prime Minister Abe’s administration has made tourism one of the core pillars for economic growth, transforming Japan into a touristic destination. Historically speaking, outbound tourism has always surpassed inbound arrivals. Japanese tourists spend around $16 to $18 billion a year, making us a great contributor to the international tourism sector. or inbound touris our historical gure stood at around to illion arrivals. A ter Abe took o ce e sa a sharp increase. 2015 was the eighth consecutive year that inbound tourism surpassed outbound departures. or the rst ti e in ears this represents a yearly increase of around 15-20 percent. ut o the illion tourists e received in ve illion were Chinese, four million were Koreans and three and a half million ere ro ai an. or the rst ti e in histor e also received ore than one million Americans. These statistics show us that around 80 percent o our tourist influx co es ro neighboring countries hich is, by world standards, normal. Our strategy at this moment is therefore to increase our touristic base beyond the Asian scope. We are therefore launching governmental initiatives, such as the relaxation of visas for Asian countries. We are also installing tax-free programs for visitors, allowing them to avoid taxes for purchases over 5,000 yen (approx. . Across apan e have around tax ree shops as of April 2016. Furthermore, we are facilitating immigration procedures so that tourists can gain time when arriving in Japan. Our aim is to have a system which allows immigration to take no longer than 20 minutes. At Tokyo Narita Airport, we have already been able to reach that target. However, in airports with a large number of Chinese travellers, the visa requirements make it harder. We are therefore aiming at a queueing line of no longer than an hour. We are also aggressively promoting our country as a whole. Major tourism-based companies have always existed in Japan, but they focused on their individual targets while largely disregarding the common objective. We therefore started implementing a more nationalistic vision, where all players joined together to reach the common objective of 20 million visitors.
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Ryoichi Matsuyama, President of Japan National Tourism Organization (JNTO) Lastly, we enforced the cruising-business around the Japanese sea. Asian nations have seen a sharp enhancement of the middle class, and the rst thing people ant to do hen the have one is travel. Cruising allows us to tap into that market. While experts argue that the depreciation of the yen also played a key factor, I believe that it did not in comparison to the ones I named. While the Yen might have a direct impact on tourists’ shopping patterns, I do not believe that it has an impact on the amount of people that decide to come here. e are beco ing a touris oriented countr ai ing at illion inbound tourists b and illion tourists b generating a total expenditure volu e o trillion en b . n hen we surpassed the 10 million bar, we set our objective for 2020 to 20 illion. o ever e achieved that nu ber last ear so a con dent that we will reach our objective.
The trillion yen e penditure is a government target Absolutel it is the rst ti e in histor that the apanese govern ent is putting a sales target on inbound tourism. To achieve that objective, we have three a or pillars. he rst one is to enhance regional touris . Japan has many hidden beauties, unknown to the international tourist. We want to focus our efforts on promoting lesser known regions. The tourism industry in Japan has been marginalized for too long. For example, when compared to the construction industry, our sector generates a similar amount of money. However, construction companies have a clear political force, a voice that tourism did not have. Historically speaking, tourism companies were SMEs, working hard but in an isolated anner. o secondl e ant to create a uni ed voice or the tourism sector to have more weight on the political and economic arena. e ant to ake our sector a pro table one ith directive po er. Third, we want to create a foreigner-friendly environment. For example, we acknowledge the neccessity to push for the installation of WiFi connection around the country, allowing all tourists to be connected. Setting up these goals is crucial to the success of our in-
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dustry. Japanese people are like that, once there are common goals and targets implemented, we become willing to work relentlessly in order to achieve them. I am very optimistic for the future. If we look at 2015’s country ranking in terms of tourism, Japan comes in at 16th place, with France holding the top spot with more than 80 million entrants. Achieving a total o illion tourists ould put us in the fourth position worldwide.
“We are also aggressively promoting our country as a whole. Major tourism-based companies have always existed in Japan, but they focused on their individual targets while largely disregarding the common objective. We therefore started implementing a more nationalistic vision”
an you tell us more about the short term goals you have set We have set four short-term goals. Firstly, we want to increase the infrastructural capacity of the country, creating larger and better airports and marine ports. Secondly, we want to construct more hotels. We are currently trying to attract foreign investors to build more tourist-friendly hotels. Thirdly, we want to host successful world events, starting with the Rugby World Cup in 2019, the Olympic Games in 2020 and the World Masters Games in 2021. We want to effectively utilize the attention received from these mega-events to promote and brand our country. Lastly, we want to create a foreigner-friendly environment. The government has therefore directed the improvement o secondar tra c linking our cities together hile ocusing on practical applications, such as creating more WiFi spots.
What is the role of travelling websites, such as Airbnb in reaching that ob ective From a traveller’s point of view, vacation rental websites such as Airbnb are a user-friendly solution. We believe that these initiatives are one of the best solutions to solve the shortage of accommodation in Japan.
Have you put a special strategy in place to promote the Olympic ames We started launching intense marketing activities during the Rio Olympic Games. The Rugby World Cup will set the stage for the Tokyo Olympics, as the World Masters will retain the attention gathered. We have created three arrows in order to host successful Olympic Games. First, we want to host environmentally friendly games, putting an effort on green alternatives and positioning ourselves as the caring county that we are. Secondly, we want to create the Japan brand, showcasing what our country stands for and what it has to offer to the eyes of the world. Third, we want the Games to have a national impact, beyond Tokyo and Osaka, by taking visitors to our lesser-known regions. Fourth, we want to re-enforce volunteering activities.
Can you tell us more about the misperceptions you see between the Japanese reality and what the rest of the world thinks? One of the lingering misperceptions is that Japan is a very expensive country. However, according to TripAdvisor, Tokyo is not that expensive, especially when compared to the world’s most visited cities such as New York and Paris. We are cheaper than London, and close to Singapore or Hong Kong.
our organi ation has promotional bases around the world. How is JNTO working to make Japan more attractive and what is the message you are trying to enforce? When many foreigners think about Japan, they think: “It is a nice place, and I want to go there someday, but not now.” JNTO’s role is to
“The people of Japan is our main competitive advantage. Our normal way of life and culture are simply mesmerizing. Another point is that soon enough, we will be working together to reach our common objectives”
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change that “someday” to “today.” To do so, we must inform visitors and international representatives about the true facts regarding a visit to apan. urther ore e need to invite ore influential people such as bloggers, to come to Japan. These opinion leaders will then promote our country on their personal communication mediums, effectively giving Japan a voice spoken by an outsider, and inviting their followers to discover our country. Word of mouth is key to success.
How can the government invite the Japanese private sector to follow its own efforts? In terms of revenue, the tourism industry in Japan enjoys a great size. However, 90 percent of Japanese tourists travel to internal destinations, leaving a mere 10 percent to international visits. In France, one third o the population goes international a nu ber that reaches percent in South Korea. In order to make our private sector more aligned with our goals, we must balance the focus between the international market and the domestic one. Our country is facing challenge of an aging society, and this creates a need to go international. Targeting international tourists is an effective way to overcome our decreasing demographic line. Japanese people are very friendly but very shy. Because of this personality trait, some of our citizens are less keen to see a greater number of strangers coming in. However, this part of our mentality is changing as our country opens up.
How is JNTO encouraging local communities to promote unconventional destinations more aggressively The government is currently in the process of establishing a strong estination arketing rgani ation . his organi ation groups local companies from the private sector and allows them to showcase their region’s beauty in a joint manner. The government is currently planning to enforce over 100 DMOs around Japan.
Japan is currently competing with and often beating second-tier countries, such as oland or the Netherlands. Soon enough though, it will be competing for tourists against the top players, such as rance and Spain. What will be Japan s competitive advantage when competing with the world s top destinations The people of Japan is our main competitive advantage. Our normal life and culture are simply mesmerizing. Another point is that soon enough, we will be working together to reach our common objectives.
What are Japan s main attractions Our attraction is based on the fusion between the cultural and the modern, or even, the futuristic. However, this fusion between history and modernity is poorly represented. One of our problems is that there are almost too many attractions in Japan. When I meet with leaders of the private sector, I always stress the need to focus their promotions and to focus their activities. Many people that come here leave satis ed. or urope and the . .A. apan is still not a touris destination, and that is what we must change. Japan is not a once in a lifetime trip, it is a trip that must be repeated.
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OVERSEAS RESIDENTS’ VISITS TO JAPAN According to JNTO, the estimated number of international travelers to Japan in November 2016 reached 1.88 million (+13.8% from
ovember
, recording the highest gure for
ovember, a
.
ovember. he accumulated number of visitors reached
increase com ared to same eriod of
, and exceeded
. million u to
million for the rst time in history.
2020
2016
THE TARGET
JANUARY TO NOVEMBER
40 million VISITS
21.9 million VISITS
OVERSEAS RESIDENTS’ VISITS TO JAPAN BY YEAR
2016 Jan-Nov
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
21.9
2004
20 18 16 12 14 10 8 6 4 2 0
2003
Unit million
OVERSEAS RESIDENTS’ VISITS TO JAPAN BY COUNTRY AND REGION Although hina, outh orea, aiwan and
ong ong continued to occu y a share of almost
increase from last year slowed down. y contrast, the share of uro e, increase of more than
of the whole market, the
orth America and Australia was small, they all saw an
com ared to the revious year.
OVERSEAS RESIDENTS’ VISITS TO JAPAN BY COUNTRY/REGION 2015 NORTH AMERICA
SOUTH AMERICA
EUROPE
OCEANIA SOUTH KOREA
ASIA OTHERS HONG KONG TAIWAN
CHINA SOURCE: Japan National Tourism Organization
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HOW DOES TRAVEL & TOURISM COMPARE TO OTHER SECTORS? JAPAN GDP FORECAST BY INDUSTRY
JAPAN GDP IMPACT BY INDUSTRY
AVERAGE ANNUAL GDP GROWTH OVER NEXT DECADE
SHARE OF TOTAL ECONOMY GDP
-0.7%
-0.7%
-0.5%
-0.3%
0.4%
Indirect & Induced
Direct
30% 25% 20% FINANCIAL SERVICES
0.5%
AGRICULTURE
MINING
BANKING
EDUCATION
0.6%
0.7%
0.7%
1.7%
15% 10% 5%
ravel ourism direct industry ex anded between and while the total economy expanded 16%. ravel ourism is ex ected to grow at an annual average of . over the next decade. In comparison, the automotive manufacturing sector is forecast to grow . , and the total economy is ex ected to ex and . er annum, in real, inflation ad usted terms.
Travel & Tourism generated a total impact of $US 343 billion of a an s in . ravel ourism total im act is larger than that of mining, education, agriculture, and banking sectors. n terms of its direct , ravel ourism is nearly the same si e as that of the banking sector. ased on its direct, indirect, and induced im act, ravel ourism generated . of a an s in .
SOURCE: World Travel and Tourism Council
SOURCE: World Travel and Tourism Council
HOTEL DEALS
JAPAN PRICE COMPARISON
Investment in Japan’s hotel sector has surged in recent years as a an has attracted a record number of foreign tourists
A common misperception is that Japan is a very ex ensive country. owever, a re ort by ri Advisor shows that okyo is considerably chea er than other ma or cities like ew ork, ondon and aris.
BILLION YEN 300
200
RETAIL (WITHOUT WHOLESALE)
BANKING
AUTOMOTIVE MANUFACTURING
TRAVEL & TOURISM
FINANCIAL SERVICES
TOTAL ECONOMY
CHEMICALS MANUFACTURING
AUTOMOTIVE MANUFACTURING
TRAVEL & TOURISM
RETAIL (WITHOUT WHOLESALE)
AGRICULTURE
CHEMICALS MANUFACTURING
EDUCATION
MINING
0%
HOTEL
TAXI
DINNER
COCKTAIL
TOTAL
LONDON
325
38
132
40
535
PARIS
375
30
105
53
525
NEW YORK
375
19
87
36
516
TOKYO
202
29
88
34
353
100
0 2010
2011
2012
SOURCE: Real Capital Analytics
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2013
2014
SOURCE: Trip Advisor 2014
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BUILDING INFRASTRUCTURE AND
JAPAN’S IMAGE AS A LAND OF DIVERSITY The Worldfolio sits down with the Commissioner of the Japan Tourism Agency, Akihiko Tamura, to discuss the incredible growth of the tourism industry, how a an aims to showcase its diversi ed facets to attract more . . and uro ean visitors, and building infrastructure to deal with the influx of tourists over the coming years What is your take on the rapid growth of the tourism industry in Japan over the past few years and why did it become a major priority for the government? Japan is suffering from a negative demographic line, and under such circumstances, we must prioritize our foreign visitors. Tourism is one of Japan’s most rapidly growing sectors, and it is part of the answer to our structural problems. In 2015, we saw a 20-percent-plus yearly increase in tourism, followed by a clear growth pattern in expenditure and consumption. Growth in inbound tourism cannot be explained by the fluctuation o the en onl . espite the rise o the yen, we have seen that tourism has kept on growing. JAL and ANA’s sales ratios are rapidly changing. Before, these carriers were focused on do estic flights. oda around percent o their sales co e ro oversea flights.
A lot of these overseas visitors are coming from Asia. Why is it important to diversify source markets and to attract more European and U.S. visitors?
Akihiko Tamura, Commissioner of the Japan Tourism Agency Eighty percent of our total visitors are from Asia and we recently relaxed the visa requirements for Asian countries, making Japan an easier place to visit. However, visitors from our neighboring countries spend less money and stay a shorter amount of time. This forces us to promote our country’s services to attract new visitors, such as Europeans and Americans.
Our statistics also show that Europeans and Americans spend more time and money and show more interest for our culture and heritage than Asians do. Americans and Europeans are aware of the major attractions of Japan. However, they ignore the complete picture of the country; they ignore its diversity. Japan’s cultural heritage is present throughout the country. However, true Japanese authenticity cannot be found in Tokyo or Osaka, it has to be discovered in the regional areas. From the north to the south of Japan, tourists have the possibility to enjoy a multitude of varying landscapes and changing weather. From the beach to the mountains, ou can nd ever thing in apan. apanese people are culturally different based on where they belong. In Hokkaido, you can enjoy a very different mountain culture, while in Okinawa, the beach-spirit applies.
How are the upcoming Rugby World Cup in 2019 and Olympics in 2020 a perfect opportunity to promote brand Japan. “The Rugby World Cup in 2019 followed by the Olympic Games in 2020 will put Japan at the center of the world s attention. The challenge here resides in maintaining the momentum of tourist flow ost lym ics. To establish the Japan brand, we must romote a long term image”
Copyright: Cesar I. Martins
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“Our statistics also show that Europeans and Americans spend more time and money and show more interest for our culture and heritage than Asians do. Americans and Europeans are aware of the major attractions of Japan. However, they ignore the complete picture of the country; they ignore its diversity” The Rugby World Cup followed by the Olympic Games will put Japan at the center of the world’s attention. The challenge here resides in aintaining the o entu o tourist flo post-Olympics. To establish the Japan brand, we must promote a long-term image. One of Japan’s main problems is its image, as it simply doesn’t grasp the full picture. What we are trying to do at the moment is to showcase the truth behind apan s diversi ed acets.
Last year Japan welcomed over 20 million tourists, and the government has set a target to double that figure to million by the time the Olympics come around in 2020. But does Japan have the infrastructural capacity to deal with this in u , particularly in lesser visited regional areas that are going to receive record numbers of tourists, and Tokyo, Osaka and Kyoto where hotels and airports are already dealing with serious capacity constraints? Over the years to come, Japan will experience a drastic change in the tourism environment. We are aiming at diversifying destinations while reducing the transportation burden. But I am not worried about our infrastructure. Once the visitors start pouring in, the private sector will enhance its transportation capacity to harvest the growth provoked by tourism.
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We are currently enhancing our digital infrastructure in order to make our country more visitor-friendly. We are currently working on three pillars rst e ant to ake travelling a stress-free activity. To do so, we will facilitate free WiFi connection nationwide while enhancing multi-lingual installments. In collaboration with the Internal Affairs Ministry and the Ministry of Economy, Trade and Industry, we are also currently subsidizing private and public organizations to provide free WiFi. In Japan, we are opened to experiencing new innovative ideas to simplify the entire traveling experience. Daichi Suzuki, First Commissioner of the Japan Sports Agency While progress can still be made, we can utilize some 97 airports, spread throughout the country; and if we add to that the Shinkansen high-speed trains, Japan has the right transportation infrastructure to host a large number of visitors. In the Tokyo and Osaka areas, the accommodation capacity is growing tight. In the future, we will strive to enhance our accommodation capacity at a rapid pace. To do so, we are actively trying to attract investors while regulating the ‘sharing-economy’ companies like Airbnb.
A and A As sales ratios are rapidly changing. Before, these carriers were focused on domestic flights. oday, around ercent of their sales come from oversea flights While progress can still be made, we can utilize some 97 airports, spread throughout the country; and if we add to that the Shinkansen trains, Japan has the right transportation infrastructure to host a large number of visitors”
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10
NAVITIME, MAPPING JAPAN n a an, new technologies are nding natural synergies with the tourism industry, and are not only see as a business o ortunity, but also as a solution for develo ing economic growth in rural areas. n this interview, eisuke nishi, resident and of avitime, talks about how the avitime a is the ideal guide for any visitor to a an Abenomics’ third arrow regarding the growth strategy has been faced with criticism in media, and one of the reasons is the challenge of Japan’s shrinking and aging population and the failure in addressing the issue. One of the key words moving forward will be “efficiency”, and for that, big data and software design will be crucial in tackling this issue. How has the transportation sector evolved over the past 10-15 years and how do you believe it will develop in the future in terms of approaching the demographic challenges? The global communication industry is booming tremendously, and has been for the past 20 years. Today, it is an integral part of our daily lives, but when I was in school, GPS systems for cars had not yet been developed. I have myself witnessed the development process from car navigation systems, to phone devices, to phone navigation systems used in each person’s daily life. The communication industry has evolved very quickly, which has facilitated the movement of our sector. The cell phone boom initiated around the millennium and the installation of the GPS system into phones in 2001. In 2003, navigation applications using GPS positional information to navigate was released in the market, and due to all these developments, phone GPS navigation came into common use. The phone carriers started developing the flat rate plans or internet use on phones or the custo ers and by this time it had become the general norm to own a cell phone. Both the communication sector and the development of the different devices have been increasing over recent years, especially with the release of the iPhone.
NAVITIME is in a very competitive market, one where companies with the most reputable names in the world are well established, such as Google, and Microsoft, among others. This is a big challenge, but as Professor Joseph Nye said “there will come a time when they will be too big for small problems and too small for big problems.” What is it like to compete with big companies like Google, and how important is it to have companies like NAVITIME, that can have a more local and tailored approach thanks to its size? Our service and competitive advantage is precision and personalized navigation systems directed to each user. Our services are tailored to different countries, languages and regions, and are very comprehensible. Looking at Google, for instance: regardless of what country you are in or what language you use, the setup is all the same. In comparison to that e tailor our navigation s ste s to the pre erences speci c to each market, and that is how we were able to reach the number of users that we have today. For example, our system will tell the user by audio which exact exit to use when leaving the metro, and instead of simply suggesting where to turn, it will also inform them about what different facilities are around. his helps the user to easil navigate and nd the closest police station co ee shop or post o ce. speciall in apan here the metro exit system can become rather complicated, this is an important service that helps acilitate the users to navigate and nd the right exit. Our services also provide information about which exact platform and train car to take in order to get to your destination in the most e cient and ti el a . t is ver use ul as the train nor all has many cars and plenty of exits, and this service will tell you what car is
10-11 Q&A NAVITIME.indd 10
closest to the speci c exit in order to save ti e. As ost s ste s require the users to walk for a bit once they get out of the metro to reach their destination, we have enabled our services to facilitate for the user as soon as they step off the train. With which platform to go to, which exit to use, and how many minutes it will take to transfer between trains, the user will get the tailored itinerar ro start to nish. o ensure the accurac o our itineraries, our employees measure each route by foot. This has ensured the trust and con dence e have ro our users. ndeed it is a hassle to go to each destination and measure in person how long it takes to get from one point to the other, but this is something a company the size of Google could never do, which is why it is even more important for us to be able to provide it to our users. This, in combination with our high-function algorithm, we have gained the strong trust of our users.
Beyond the GPS and mapping service, NAVITIME is also involved in consultancy. In the 21st century, understanding consumer behaviour and the way people work will be one of the most important things. Companies such as IBM and Google have made bold moves in buying start-ups offering mapping services. How important will it be for NAVITIME to develop mapping and collaborating with the public and private sector to understand customer behaviour? We collaborate with the regional municipalities to attract tourists to the different regions and get them to visit as many places as possible, however, ultimately it is a matter of how, or what the users are interested in. That is why we offer the navigation system to foreign tourists and utilize big data to gather knowledge. With the promotion of the different regions, the results are evident directly through our systems, and we can compile the data weekly or monthly to analyse it. Having this cycle of data gathering is very important to ensure customer satisfaction. Another point is that an unicipalities are tr ing to attract foreign tourists, but they may not know what attraction they can ofer that ill be o interest to the tourist. ach region has so ething special to that region; for instance, the culinary experience, or goldsh scooping ing o ukui at a estival hich is so ething ver apanese. e are able to gather all this content through our various pro ects ith unicipalities and e are collaborating ith to provide all this information to help each region. Further developing this data gathering with the right information and right content, I believe apan can easil reach the goal o illion visitors in the near future, or even 60 million. e recentl launched an additional service in nglish or our users that tells the user ho to get to a speci c region and hat to en o once the arrive it is called A ravel . or instance i the user wants to go to Iwate prefecture and enjoy the local cuisine, once you drop the pin on the place ou ant to visit A ravel enables the user to plan their itinerary around the spot. Spot recommendations are based on our big data, and after the user selects several spots, the time and route is automatically calculated and displayed. We have recently acquired a tourism license, which allows us to also reserve hotels and flights on behal o our users. ur ai is to beco e recognised as a tourism agency on top of just providing navigation services.
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apan reaches illion visitors our sector the touris sector ill be the largest in ter s o so e ant to attract as an tourists as possible and we are trying to facilitate this.
You mentioned that the data gathering is more complicated in the rural regions than in the big cities. One of the goals of the government and Abe administration is to activate the regions and decentralize the economy to filter down to all of Japan. Tourism is one of the best engines for economic growth, but it is difficult for both foreign and local tourists to get the information about the rural regions and what to do once there. How important are companies such as NAVITIME in terms of promoting regional tourism and contributing to economic growth all over Japan? an tourist guides targeting local tourists usuall intervie the local regions a few months in advance, and then offer the tourists a package of services and recommendations about where to go and what to do. However, it is very important to offer a real-time service about the events taking place during the time that the tourist ill be visiting the speci c area. hat is h e have started to develop a real-time agenda that automatically shows what activities, festivals and seasonal events that are taking place at the time of the visit. We want this service to be useful for both local and foreign tourists. We also started to gradually implement an application called okkaido lat b A oto lat b A and kina a lat b A . urrentl this application is onl o ered in apanese but hat struck us is that percent o the users are in fact foreign, which was exciting to see.
Although 2016 tourist numbers hit an all-time-high of more than 21 million visitors, this number in comparison to the potential Japan holds is still low. In comparison to the other countries in Asia, Japan only ranks
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fifth in terms of visitor numbers, and research has shown that although many people view Japan as a country they would like to visit, they rarely consider it as their top priority destination. In terms of NAVITIME and your services, people must choose Japan before they choose NAVITIME. How are you contributing to getting tourists to first choose Japan, and then choose your services? ealisticall speaking our in or ation is disse inated through platforms. For instance, Yamanashi prefecture is represented with a picture o ount u i in the application and this i age as spread to users in hailand through . o e are sho ing the hai visitors the exact itinerar to access the speci c spot here that picture was taken. It is very important to discover this unknown tourism information and utilize it through our different applications to offer the visitors an ulti ate experience o apan and plat or s are a very useful tool to gather this kind of information.
As the inbound tourism numbers grow, so too are the numbers of American visitors. What is notable with U.S. tourists is that they tend to take longer holidays and spend more compared to the Asian tourists. How important of a market is the U.S. for NAVITIME, and how are you communicating to that market? nbound touris to apan can be divided into t o categories Asian and Western. In terms of Western tourists, it is very important for us to o er hat is unkno n about apan such as sta ing at a te ple for instance. However, the local municipalities sometimes have difculties reali ing hat ill be appreciated b the tourists hich is why it is even more crucial for us to recognize the points tourists will nd es eri ing and excavate contents or the oreign tourists. personall ould like to see A erican visitors en o ing apan and creating lasting memories for their return, and I am expecting a lot from the United States.
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TOKYO, KYOTO AND OSAKA: YOUR COMPREHENSIVE 10-DAY ITINERARY
One dilemma almost every traveler faces when arriving in Osaka, Kyoto and Tokyo is crafting a sensible yet comprehensive itinerary from the endless list of activities in these three cities. We bring you our take on the essential must-do’s for a 10-day vacation in three of Japan’s most dynamic cities Want a cultural, historical and culinary immersion in Japan but in only 10 days? Try three cities: Osaka, Japan’s economic powerhouse, then historic oto the nation s religious heart and nall ok o hose preparations for the 2020 Olympics are putting a high-tech gloss on an already futuristic and eclectic capital.
OSAKA Osakans argue that the city’s love for food, and hearty portions, has made it apan s gastrono ic capital. o ever al ost entirel flat and ith many historic areas destroyed in World War II, few would describe it as beautiful. Osaka locals say they are more friendly, non-conformist and humorous than those from other major Japanese cities, that they are more likely to jaywalk, gamble, show their feelings, and even smoke in no smoking areas. Head for Dotonbori street in Namba, the main shopping and entertainment area and former “pleasure” district. Now it’s known for restaurants, elaborate shop window displays and neon lights – some say perhaps the most colorful in Asia. After a dinner to test the city’s cooking credentials, you can take in its vibrant club scene, and then enjoy a late-night bite at a street stall. Try takoyaki dumplings of diced octopus and vegetables, or a savor slice o okono i aki pancake o shredded cabbage flour eggs and meat.
Toji Temple, Kyoto (Copyright: JNTO)
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Sports fans will enjoy some of the most entertaining baseball rivalry anywhere, at a game between local champions Hanshin Tigers and the Yomiuri Giants of Tokyo, Japan’s top team. Tickets sell out fast, so book early! Need pampering? Try Spa World, a hot springs extravaganza offering a variety of Japanese and European themes including mythological Atlantis, Ancient Rome and a Persian Persepolis Palace experience. Osaka is the birthplace of Bunraku, Japan’s traditional puppet theatre, where three performers maneuver the limbs, eyelids, eyeballs, eyebrows and mouths of half life-sized puppets to produce life-like gestures and facial expressions. English-language headsets are usually available for National Bunraku Theatre performances. In July, visitors can enjoy a festival dating back 1,000 years including a costu ed perial court procession re orks river boat bon res and a parade of Shinto gods. Then 15 minutes away by bullet train, is Kyoto, imperial capital until 1858, and home to 1,600 Buddhist shrines and 400 Shinto temples, some dating back more than 1,000 years, tea houses, serene gardens and wooded paths.
KYOTO Kyoto is also a modern city with wide avenues in a grid pattern that invite easy walking, but you can let buses and trains take the strain by arming yourself with a go-anywhere public transport pass. Fortunately, Kyoto largely escaped the ravages of wartime bombing, and an initial idea to drop the Nagasaki atomic bomb on it. Stay in a traditional ryokan inn, and avoid temple overload by deciding in advance on an itinerary that takes in a few of the best temples, and one or two of the more hidden gems. erhaps i o astle ith its chirping nightingale floors built to squeak like the birds when walked on, so as to protect the royal occupants from assassins? Or the Sanjusangen-do temple, near Kyoto station and the National Museum, with its 120-metre long great hall containing a gigantic statue o a uddhist goddess flanked b human-size statues? Relax in the breathtakingly beautiful Bamboo Forest’s groves of soaring trees and cool green paths, and continue on to the Temple of the Golden Pavilion, originally built as a retirement villa for a Shogun, or the Ryoanji Temple with its Zen garden of rocks set into white gravel raked into hypnotic swirling patterns. Take an evening walk and watch for Geishas with their elaborate kimonos and thick white makeup. Those with deep pockets can enjoy a traditional kaiseki banquet where the emphasis is on a series of seasonal local delicacies served on miniature dishes, each a mini artwork. Or more economically, slip into a bar seat at a yakitori restaurant for a front-row view of chefs carefully grilling every part of a chicken, from beak to feet. Visit the four-century-old Nishiki Ichiba market and discover 100 varieties o dried sh and to u or shop or souvenirs in igashi a a one of Kyoto’s best-preserved districts.
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Osaka is renowned for its vibrant club scene (Copyright: MIXTRIBE)
An antidote to all this culture could be a tour of Suntory’s Yamazaki Distillery, birthplace of Japanese whiskey, followed by a stop at its “whiskey library” and tasting counter.
TOKYO From Kyoto, you can hop on a bullet train to Tokyo’s bustling central station, a bewildering network of halls, platforms, fast-food stalls and convenience stores. Find a quiet corner and soak it all in before venturing into and sampling the sprawling and energetic city that is contemporary Tokyo. A good starting point is the Hinode Pier area on the waterfront for a cruise along the Sumida river, giving you glimpses of Tokyo that you wouldn’t otherwise see. Stop at Asakusa, home to Tokyo’s oldest Buddhist temple, and then wander through Sensoji district with its many traditional craftwork shops. Or cross Tokyo Bay to Odaiba island’s amusement parks, museums and shopping malls. Don’t miss the famous Shibuya junction, where pedestrians are held back until the tra c lights stop all vehicles si ultaneousl . hen
The City of Tokyo
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hundreds of people surge out, walking in all directions yet rarely colliding. Admire Tokyo’s glittering skyline from Tokyo Tower, and go to the giant shopping malls and skyscrapers of Roppongi, taking your pick of dozens of Japanese, Chinese and Western food outlets. Visit the Sky Deck for panoramic views - on a clear day Mount Fuji is visible. Geeks will head for Akihabara, for its electronics, music and ga es in vibrant arcades illu inated b huge flashing screens followed by a refueling stop at an izakaya, a pub-like place, for plates of bar food, and a beer or two. On Sunday afternoon, the Harajuku district, Takeshita Street and nearby Yoyogi park are a paradise for people-watching and over-thetop clothing. Check out alternative fashionistas dressed like goth lolitas, or teams of rockabilly dancers. If in Tokyo in January, May or September, the National Sumo Hall is another spot for an authentic Japanese experience. Besides the wrestling, enjoy the parades of ceremonial clothes and classic moves demonstration by former champions.
Sumo, an authentic Japanese experience (Copyright: Ian Kennedy)
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GETTING AROUND JAPAN
HAS NEVER BEEN EASIER Domestic air and rail services expand to lure tourists onto the less beaten track Consisting of four main islands and thousands of smaller ones, Japan is a land of rich diversity, with an almost endless number of places to see and things to do, from the volcanoes, natural hot springs and ski resorts in Hokkaido Island in the north, to the tropical beaches and unique gastronomy of Kyushu Island in the south. But almost half of the millions of visitors that visit the country each year tend to limit their stay to Japan’s main central island Honshu, concentrating around the country’s three most popular destinations, the cities of Tokyo, Kyoto and Osaka. The concentration of tourists around the three cities has put them under serious capacity constraints. According to a recent report b consultanc r c inse o pany, hotel occupancy in Tokyo, Kyoto, and Osaka currently exceeds 80 percent, while airport utilization in Tokyo is at 95 percent in Haneda and 86 percent in Narita, the country’s top two airports by number of domestic and international flights. If the number of arrivals continues to grow (and trends of the past few years indicate it will: inbound tourists exceeded 20 million
last ear or the rst ti e ollo ing another record breaking ear in hen the gure reached 19.73 million), by 2020, the year Tokyo hosts the Olympics and possibly up to a targeted 40 million tourists, the country may face up to a 50 percent shortage in accommodation in Tokyo, Kyoto and Osaka, and up to 30 percent overflo in air capacit or aneda and arita airports according to c inske . And these estimates also take into account current capacity building plans announced. This of course will have a major negative impact on tourism, and tourists’ experience of Japan, particularly as it will lead to overcrowding and drive up prices in these cities. The key for tourism policymakers, business owners and other stakeholders now is to address this skewed regional distribution – opening up more of the country and luring travelers away from the Tokyo, Kyoto and Osaka, to other destinations such as Hokkaido, Kyuhsu and others. This will help to ease the pressure on the three cities, while also providing a much -needed economic boost to less visited regions. In order to boost regional tourism, Japan is investing in domestic transport connectivity
to make getting around the archipelago easier, mainly by expanding domestic air and rail services, while also increasing the international capacity of regional airports to diversify the entry points into Japan. Haneda and Narita airports are addressing the capacity issue by adding a combined flights per ear b hile s aller regional airports will waive a portion of the landing fees and encourage low-cost carriers to open new routes. Airports like Okinawa Island’s Naha Airport are also expanding their international flight capacit in order to attract additional foreign air links into the southernost pre ecture o apan hile in the north Hokkaido’s new Chitose Airport, which opened in 2015, hopes to welcome 3 million international travelers by 2020. Japan Airlines and All Nippon Airways dominate the domestic airline market. But Japan has several other carriers expanding do estic routes to arther flung places. olaseed Air is a low-cost airline which operates services mainly between destinations on Kyushu Island, Okinawa Island and Tokyo. For visitors really looking to get off the beaten track,
For visitors really looking to get off the beaten track, they can travel with Solaseed Air from Okinawa on to Ishagaki Island, a tropical paradise renowned for its pristine beaches, and sites for snorkeling i ing an surfing
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“Hotels [in regional areas] are one third cheaper than in Tokyo. Tourists can enjoy the beautiful Japanese setting with the excellent quality of the Japanese service, at an affordable price. And now, it has become possible to travel from Tokyo to Okinawa in a
The Shinkansen high-speed train network has been expanding its services over the past few years, helping to reduce transit time to tourist attractions in remote corners of the country
matter of hours. Ease of transport has been enhanced like never before” Hiroshi Takahashi, President and CEO, Solaseed Air
the can travel ith olaseed ro kina a on to Ishagaki Island. Located around 1,000 kilometers from Japan’s southernmost main island, Kyushu, Ishagaki is a tropical paradise renowned for its pristine beaches, and sites for snorkeling diving and sur ng. President and CEO Hiroshi Takahashi sa s that s aller airlines like olaseed pla an important role in regional promotion. “Companies such as All Nippon Airlines have global stakeholders, and therefore, their interest in the regional areas are limited. Promoting regions has therefore become part of our job. Throughout the years, we have built very tight relationships with the regions we operate in. e are not ust an airline e are also a bassadors of our regions,” he explains. Despite the lingering misconception, he adds, Japanese prices in regional areas are very affordable: “Hotels are one third cheaper than in Tokyo. Tourists can enjoy the beautiful Japanese setting with the excellent quality of the Japanese service, at an affordable price. And now, it has become possible to travel from Tokyo to Okinawa in a matter of hours. Ease of transport has been enhanced like never before.”
Expanding high-speed train services An outstanding safety, reliability and performance record has made Japan’s high-speed hinkansen rail net ork an international s bol of its innovation, precision and technological ambition since it was established in 1964. Run by Japan Railways Group (JR Group), under which seven transport companies fall, the hinkansen has been expanding its services over the past few years, helping to reduce transit time to tourist attractions in remote corners of the country.
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On the iconic bullet trains that can reach speeds of up to 320 kilometers per hour, tourists can now easily reach Aomori, the northernmost region of Japan’s main island, which is home to the ancient ruins, centuries-old festivals and the hiraka i ountains a orld eritage site with the world’s largest virgin forest of beech trees. To the south, on Kyushu Island, a high-speed line connects northern Hakata, end of the line for service from Tokyo, to the southern city of Kagoshima. Highlight stops include Kumamoto Castle and the sand baths in Ibusuki, where visitors are buried up to their necks in hot-springs-heated sand. One major issue for tourists, though, has been the di cult in pre booking high speed train tickets online. But railway companies such as West Japan Railway Company (JR West), JR Hokkaido and JR East are extending their online foreign language booking websites, enabling foreign tourists to reserve longer bullet train journeys more easily, whether buying regular tickets or reserving seats for use with rail passes. In a further effort to help with the language barrier, JR West is also increasing the number of foreign staff in peak season to help mainly English and Chinesespeaking tourists. ike r. akahashi est president Tatsuo Kijima, believes his company plays an important role in promoting and opening up more of Japan’s less beaten track to visitors. “It is necessary to promote the local towns and cities in Western Japan such as Kanazawa, which is fundamentally different from Tokyo or Kyoto. We want to establish appealing tourist trains and an experience that allows the customer to travel around quickly. We would like to be a company that provides a total network that is useful for customers within the western area. “For railway users, there is a pass called Japan Rail Pass that covers all the regions, but we also have the West Rail Pass that can be utilized in the western areas. When visitors come to the region, I would like them to visit the okuriku an in and hugoku regions with our rail pass.”
Navitime: your local guide course getting to apan s arther flung regions is one thing but kno ing hat to do once you reach them is another. This is where Navitime, an app dedicated to travel in Japan, can come in handy. Aside from travel advice, users can also nd out about here to eat and what to see and do. Keisuke Onishi, President and CEO of Navitime, says through this useful app, the company is also supporting the drive to attract tourists beyond the big three of Tokyo, Kyoto and Osaka. an unicipalities are tr ing to attract foreign tourists, but they may not know what attraction they can offer that will be of interest to the tourist. Each region has something special to that region or instance the culinar experience or gold sh scooping ing oukui at a estival hich is so ething ver Japanese,” he explains. “We are able to gather all this content through our system, and we are collaborating with JNTO (Japan National Tourism Organization) to provide all this information to help each region. Further developing this data gathering with the right information and right content, I believe Japan can easily reach the goal of 40 million visitors in the near future, or even 60 million.”
“We want to establish appealing tourist trains and an experience that allows the customer to travel around quickly. We would like to be a company that provides a total network that is useful for customers within the Western area” Tatsuo Kijima, President,JR West
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TOURISM IS GOOD BUSINESS Common misconceptions about a vacation in Japan will take time to dispel, but the economic policies of the Shinzo Abe administration and efforts on the ground by the public and private sector have already made huge inroads towards creating a truly global tourism offer When Prime Minister Shinzo Abe was elected in December 2012 he set in motion a series of reforms designed to boost trade and industry while also depreciating the yen to make Japan a more affordable destination for tourists. Initially, the government set a target of attracting 20 million foreign visitors per year, a gure that as achieved in record ti e. Buoyed by the success of previous marketing campaigns, Mr. Abe and his administration went on to target even more ambitious numbers at 10-year intervals: 40 million annual visitors by 2020 and 60 million by 2030. A recent report by McKinsey consultants on the Japanese tourism sector noted that between 2011 and 2015, Japan’s inbound tourism grew by 33 percent a year, among the fastest rates in the world, while in 2015 alone foreign visitors contributed 3.5 trillion yen (around $35 billion) to the national economy. Last year international arrivals totaled more than 20 million visitors, a clear indication that
not only is Japan becoming an increasingly popular global destination but also that tourism is emerging as a major economic driver. The vast majority – around 80 percent – of current foreign arrivals hail from other countries in the Asia region, with the remainder largely drawn from the U.S. and Europe. The government’s current tourism campaigns, Visit Japan and Invest in Japan, seek to capitalize on the country’s leading position in regional and global tourism while there are also plans in place to encourage Japanese people to take more vacations, with the government targeting an increase of up to 70 percent in terms of the amount of paid leave citizens are using up by 2020. Japan’s aging population raises signi cant challenges or the Abe administration in other policy areas, but is seen as a considerable boon to domestic tourism and a further growth mechanism for local economies in Japan’s regions.
he government set a target of attracting
Meanwhile, the government is aiming to increase the number of foreign visitors to Japan in the build-up to the 2020 Olympic Games and is also taking the necessary steps to open up the entire country to tourism, a goal being led by the expansion of the network on which the world-famous Shinkansen, or bullet trains pl their silent and e cient trade. t is already possible to reach the World Heritage temple city of Kyoto from Tokyo in just a couple of hours and wherever the Shinkansen’s reach extends, Japanese and foreign tourists can be whisked from one part of the country to another in incredibly swift times. “We established the Hokuriku Shinkansen in Kanazawa, and now, we have extended the Shinkansen line all the way to Nagano,” says Tatsuo Kijima, President of JR West, which operates Japan Railway Group services in the west of Honshu. “Before we opened the Kanazawa line, people had to go to Echigo Yuzawa to change to the express train.
million foreign visitors er year, a gure that was achieved in record
time. Buoyed by the success of previous marketing campaigns, Mr. Abe and his administration went on to target even more ambitious numbers at 10-year intervals: 40 million annual visitors by 2020 and 60 million by 2030 Copyright: Silje Måseide
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Japanese Prime Minister Shinzo Abe has made tourism one of his top priorities
By opening the straight line to Kanazawa, we were able to shorten the travel time by one hour and a half, which has increased the number of customers threefold thanks to the convenience and speed of the service. The Kanazawa and Hokuriku regions have historically been popular for visitors due to their richness in nature and cuisine. Most people used to go there by airplane, but with the opening of the direct Shinkansen, we have seen a complete reverse situation with 80 percent of people now choosing Shinkansen over air travel. Additionally, we want to establish appealing tourist trains and an experience that allows the customer to travel around quickly.” That will be a key element in the success of the 2020 Olympic Games, and the 2019 Rugby World Cup due to take place in Japan. With events at multiple locations and tourist numbers expected to go through the roof for what has been billed as the most futuristic games to date. “The Olympic Games is a festival of sport, but it’s also a chance to showcase the innovation o scienti c technologies said Toshiro Muto, CEO of Tokyo’s Olympic organizing committee. On the ground, there are companies working to address the concerns of visitors over two of the country’s most infamous, if not entirely deserved, preconceptions: that English is not widespread and the public transport system can be unfathomable. The use of technology to bridge the language barrier and help tourists to negotiate
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their way around is a challenge that has been taken up by Navitime, a tech company that has created an app for foreign visitors. “Looking at Google, for instance; regardless of what country you are in or what language you use, the setup is all the same. In comparison to that, we tailor our navigation s ste s to the pre erences speci c to each market, and that is how we were able to reach the number of users that we have today, “ points out Keisuke Onishi, President and CEO of the company. “In comparison to that, we tailor our navigation systems to the pre erences speci c to each arket our system will tell the user by audio which exact exit to use when leaving the metro, and instead of simply suggesting where to turn, it will also give information about the different facilities in the surrounding area. This helps the user to easil navigate and nd the closest police station co ee shop or post o ce. “Especially in Japan, where the metro exit system can become rather complicated, this is an important service that helps facilitate the users to navigate and nd the right exit. ost GPS systems require the users to walk for a bit once they get out of the metro to reach their destination; we have enabled our services to help the user to navigate as soon as they step off the train.” The issue of communication is one that Ichiro Hamakawa, President of JCB C, a credit card company working towards extending its network into Japan’s regions, admits remains problematic the further a visitor travels from
the main urban centers, as indeed can be the ability to use plastic. In that regard, JCB Co. is eager to address. “In terms of the language barrier, the use of English is becoming more widespread in our metropolitan cities. However, regional areas remain somewhat isolated in that regard. Translating machines have been installed in restaurants and in the streets to facilitate com-
“In terms of the language barrier, the use of English is becoming more widespread in our metropolitan cities. However, regional areas remain somewhat isolated in that regard. As for the nancial barriers, our main objective is to enable the use of all credit cards around the country. Tokyo is an exception; you can use your card everywhere, but in the regions, it is signi cantly different. We want to increase credit card usage in stores and restaurants” Ichiro Hamakawa, President, JCB
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unication. As or the nancial barriers our main objective is to enable the use of all credit cards around the country. Tokyo is an exception; you can use your card everywhere, but in the regions it is signi cantl di erent. e want to increase credit card usage in stores and restaurants.” Another stereotype that affects Japan’s appeal as a vacation destination is that the country is prohibitively expensive. Historically, that may have been the case as the dot.com boom of the 1990s and the might of the yen led to some extraordinary prices being bandied about in internet forums and the like, but r. Abe s nancial policies and the global economic slowdown have made Japan, and even Tokyo, no more expensive than other destinations in the region and worldwide.
“Until very recently, a large number of people thought that Japan was a country merely to go to for business purposes, but not for leisure,” adds Mr. Hamakawa. “The depreciation of the yen greatly helped us in that regard and now Japan is comparable to all other developed nations. If you look at the Japanese economy over the past 20 years, it has been going through a stead deflation. On the other hand, the trend in the U.S. has been one o constant inflation. ou look at the overall picture therefore, I believe that Japan is cheaper than the U.S. In fact, when we Japanese visit the States, we often think that it is very expensive; Japan is cheaper than the widely-held perception.” Japan still faces challenges based on the preconceptions foreign visitors may hold and
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as Mrs. Aya Aso, director and CEO of Agora hospitalities, notes, altering the country’s reputation in terms of language barriers, price tags and ease of movement is something that will take time, but the government is moving in the right direction. lived abroad or ve ears. uring that time, I didn’t hear anyone speaking about my country, be it in America or in South America. The time I spent in America was an isolationist bubble period for my country. The only reason why Americans were aware of Japan was because of Japanese tourists in the U.S.A. I always wanted the global market to realize Japan’s attractiveness. From cuisine to sightseeing, the government has engaged in promotion campaigns to help our sector and the country.”
“The Kanazawa and Hokuriku regions have historically been popular for visitors due to their richness in nature and cuisine. Most people used to go there by airplane, but with the opening of the direct Shinkansen, we have seen a complete reverse situation with 80 percent of people now choosing Shinkansen over air travel” Tatsuo Kijima, President, JR West
Kanazawa City (Copyright: JNTO)
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THE TRUTH AND UNTRUTHS ABOUT JAPAN There are many universal truths about Japan; it is one of the safest and cleanest countries in the world; the food is exceptional, and the Japanese are arguably the most hospitable people on earth. However, foreign visitors may be deterred by some common misconceptions. Chief among these is the cost of a visit to the Land of the Rising Sun. Japan’s reputation as one of the most expensive destinations on earth is a throwback to the boom-time of the late 1990s. In reality, it is no more expensive than most U.S. and European cities. A trip to Disneyland or a skiing vacation will set you back more. There is a budget for everyone, and the Japan rail pass scheme, permitting unlimited travel on the Shinkansen bullet train network, makes a mockery of most estern rail s ste s in ter s o price and e cienc . Tokyo offers a bit of everything, from the fast-food style diners avoured b o ce orkers to the ore up arket haute cuisine restaurants – Japan has more Michelin stars than any country in the world. The extremes depend entirely on taste: if you want to prop up the bar at the Park Hyatt like Bill Murray in Lost in Translation, expect to be left with his expression etched on your face when the other bill turns up. ut i sushi is our untor the a ous sh arket at suki i is truly exceptional. You won’t encounter Japan’s signature dish fresher, more varied or more inviting anywhere on earth, and you’ll pay more for it in most places. Perhaps the second most common concern is that there isn’t room to s ing a cat. ok o like an a or cit has its bottle neck points like the famous Shibuya crossing, but even that can be witnessed from the relative cal o several ad oining streets. here are also an abundance of quieter areas, the most iconic of which is the Old Tokyo district, accessible from Nippori station on the Yamanote line, which retains its 1930s charm and is unique in the city. Beyond the capital, Kyoto, the city of a thousand temples, is a mainly tran uil orld heritage site here neon is put r l in its place although it can be found if required. Both of Japan’s most popular destinations offer restorative day trip options in any case. ro ok o an ascent o ount u i is an eas side trip and the experience is well worth the effort. Foreign climbers are warmly welcomed among the throngs of Japanese making the pilgrimage during the short climbing season and the experience becomes almost spiritual on the summit, when the sun crests the horizon. Even there, the number of different routes allows for some level of isolation from the more trodden paths. Also, a short hop from the centre of Kyoto are the Fushimi-Inari aisha shrine ith the toris ade a ous b the oll ood l e ories of a Geisha, and the enchanting Arashiyama bamboo forest, where ou can nd oursel alone in an other orldl expanse o to ering foliage and tranquil lakes. For families, the Nara-koen park with its ever-attendant tame deer, seeking the biscuits sold at stalls throughout the ancient temple city, is a must visit. n ter s o language ou on t nd oursel an ore put out than in other destinations in South East Asia, except maybe Thailand, where tourism has already left its indelible mark on places that were largely untouched 20 years ago. Japan still offers the opportunity to witness a culture that has remained true to its customs despite a surge in visitor numbers. Takayama is a monument to Japanese traditional architecture, its wooden houses and quiet streets slicing 200 years off the visitor’s perception with the same ease as the world-famous Hida beef that is served in local restau-
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Copyright: Kyoto Convention Bureau /JNTO
rants and the evocative ryokan that dot the town in the shadow of the stunning Japanese Alps. It is true that English is not spoken as a matter of course, but ost hotels in a or cities can rustle up so eone ho can ans er most queries. On the road, a few words of Japanese, international hand gestures and the innate goodwill of the Japanese people cover the rest. on t be surprised to be ushered to our exit o choice in hin uku tation the busiest in the orld or o ered a sake and a seat i ou nd yourself off the beaten track. Whatever the differences in language, the Japanese tradition of omotenashi is an unspoken bond that runs deeper than words.
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A TASTE OF JAPAN Unsurprisingly, washoku is
Noting the spiritual tradition of respecting nature associated with ‘washoku’ (Japanese cuisine), UNESCO added traditional Japanese cuisine to its Intangible Cultural Heritage list in 2013. Two years earlier in 2011, Japan overtook France as the nation with the most Michelin-starred restaurants The Japanese word kaiseki derives from an old practice of Zen monks, who placed warm stones in the front folds of their robes, near their bellies, to ward off hunger. Its literal translation is bosom-pocket stone.
Kaiseki is also used, however, to describe the frugal meal served before the Japanese tea ceremony, a culinary art that rests on the balance between taste, texture, appearance and color of food. The meal is traditionally comprised of a bowl of miso soup and three side dishes. The food is carefully arranged on plates specially chosen to enhance its ap-
pearance. Japanese style traditionally abhors di erent flavored dishes touching each other on a single plate, and so each side is served in its own small, individual dish. These are often garnished ith leaves and flo ers or edible creations carved to resemble plants or animals. Kaiseki was once served, among the nobility, on cloth. Today, it is most often presented on a square, wooden-legged tray called a hassun. It is accompanied by sake. It is minimalist, extolling the aesthetics of wabi-sabi, and draws heavily on a number of traditional Japanese haute cuisines, namely the imperial court cuisines of the ninth century, the Buddhist temple cuisine of the 12th century, the samurai cuisine of 14th century warrior households and the tea ceremony of the 15th century. Kaiseki is perhaps the most perfect example of the passion of the Japanese for food. This national zeal and dedication to perfection prompted UNESCO to add traditional Japanese cuisine to its Intangible Cultural Heritage list in 2013. The panel noted its “spiritual tradition of respecting nature associated with washoku.” The excellence of washoku, or Japanese cuisine, has not been overlooked by Michelin either. In 2011, Japan overtook France in number of Michelin-starred restaurants and
a anese cuisine is not only flavorful. ts health bene ts are well documented. Indeed, the country’s 127 million inhabitants enjoy one of the longest life expectancy rates in the world. Much of the nutritional value of washoku is derived from the value placed on fresh ingredients
one of the highlights of a trip to Japan. For many, in fact, it’s the main reason for visiting
has maintained the title ever since. The global haute cuisine guide for Tokyo 2016 features 13 restaurants with three stars, 51 restaurants with two stars, and 153 restaurants with one star including the rst ichelin rated ra en restaurant, Tsuta, a tiny 9-seater eatery in the northern suburb of Sugamo where customers often line up for blocks in anticipation of noodles flavored ith rose ar or a hint o porcini mushroom. The craze for Japanese food extends far beyond Japanese borders, of course. According to Euromonitor, global sales for Asian food have grown by nearly 500 percent since 1999, “the fastest growth seen in any food category around the world.”
Sushi, sashimi, tempura, dashi, ramen, miso, gohan, onigiri, nori, wagyu Though today, kaiseki has evolved to include as many as 12 dishes, including an appetizer, sashimi, a simmered dish, a grilled dish and a steamed course, the typical Japanese meal still consists of a bowl of soup and three sides: most often a bowl of rice (gohan), pickled vegetables and sh or eat. hough several t pes o noodles — udon, soba, ramen — may sometimes be used to substitute rice, the grain is the staple of the Japanese diet, and several thousand varieties are grown in the country. Rice is used to make cakes, crackers and sake. Onigiri are rice balls with seafood or vegetable in the middle, wrapped in dried seaweed, or nori. Still, the variety of Japanese cuisine, in ingredients and preparation, is mind-boggling. Soy is used in miso, sauce, tofu and the marite like natto a ide variet o sh s uid octopus eel and shell sh are used in ever thing from sushi to tempura, and other popular dishes include donburi si ered sh ith rice), chazuke (rice cooked in green tea and served with salmon or cod roe), and Kobe beef, a global delicacy which is considered by many to be the best beef in the world. Udon noodles, ade ro heat flour are boiled or served in broth and topped with raw egg or deep-fried tofu. Soba, or buckwheat noodles, are usually served cold with a dipping sauce, sliced green onion and wasabi. Ramen, of course, are thin egg noodles, which are almost always served
A breakfast of Bousui Ryokan in Izu, Shizuoka prefecture (Copyright: Japan Ryokan Association - JNTO)
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The global haute cuisine guide for Tokyo 2016 features 13 restaurants with three Michelin stars, 51 restaurants with two stars, and 153 restaurants with one star
Michelin 3-star restaurant Kanda in Minato, Tokyo, owned and operated by sushi chef Hiroyuki Kanda (Copyright: Kanda Yabu Soba)
in hot broth flavored ith iso and topped with a variety of ingredients such as slices of roast pork, bean sprouts, sweetcorn and butter. Breakfasts at Japanese inns often feature grilled mackerel, Kansai-style dashimaki egg, and tofu in a paper pot. Salads come in all shapes and sizes from boiled green leaf steeped in dashi broth and eaten with dashes of soy sauce to wakame seaweed and toothpick slices of carrot soaked in vinegar. Of course, Japanese cuisine also includes sweets! Wagashi is made from red bean paste and you can even nd green tea ice crea . And then there is sake. As of 2014, Japan had some 1,500 registered breweries producing thousands of different varieties of the beloved brewed rice beverage. Flavor
Kobe beef is a global deli-
pro les var ro region to region and the ingredients used by the brewer. Typically containing 15 percent to 17 percent alcohol, sake is considered the equivalent to rice at formal meals and, as such, is not taken with other rice-based dishes.
Sweet, pungent, sour, salty, bitter The ingredients used in washoku may vary, but they are always seasonal and often local, a fact per ectl reflected in the re uentl changing menus of the country’s restaurants. Whether raw (nama or sashimi), grilled (yaki) or deep fried (tempura), the Japanese have tried and tested every possible method of preparation. Traditional seasonings include dashi, soy sauce, sake, vinegar, sugar and salt. Minced ginger and various pungent herbs may be used to garnish the plate. Wasabi or Japanese mustard are often provided as condiments.
apanese cuisine is not onl flavor ul. ts health bene ts are ell docu ented. ndeed, the country’s 127 million inhabitants enjoy one of the longest life expectancy rates in the world. Much of the nutritional value of washoku is derived from the value placed on fresh ingredients. In fact, the Japanese are so obsessive about freshness, they even have a ter or sh that is eaten al ost live odorigui, or “still dancing”. Another contributing factor is the country’s food etiquette. Small dishes help control portions and lead to longer meals, which aids in digestion. The Japanese also consume much higher than average volu es o sh a actor in the country’s low rate of heart disease. And though eating meat is now common, it has only been so for the last century. Prior to this, it had been prohibited for more than a thousand years. As recently as the 1920s, a prominent British journalist reported that 90 percent of the population was vegetarian. Unsurprisingly, washoku is one of the highlights of a trip to Japan. For many, in fact, it’s the main reason for visiting.
cacy which is considered by many to be the best beef in the world … Though eating
Kobe beef steak on an iron plate (Copyright: JNTO)
meat is now common in Japan, it has only been so for the last century. Prior to this, it had been prohibited for more than a thousand years
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A FAMILY VACATION IN TOKYO Tokyo has plenty to offer as a premier experience for children. How could the home of anime, Playstation and Hello Kitty not be a delight for the kids? Tokyo? For a family vacation? The bustling, thriving apanese capital is not one o the rst destinations that come to mind when one is planning the family holiday, but it is time to think again. If adults come away from Japan enthralled, children are even more apt to do so. From catching the bullet train to using a vending machine to hotel pods, even the smallest things can be fascinating, mind-opening experiences for children. Japan offers a range of activities from outdoor adventures such as cycling tours through rural villages, kayaking to Miyajima Island, island hopping on iniscule ooden shing boats hiking in the mountains of the south-west islands and feeding the deer in Nara Park, to the cultural delights of its many shrines, palaces, gardens and temples, and modern, cyber attractions like robot shops and the amusement arcades of Akihabara Electric Town. Japan is also one of the friendliest, safest and cleanest countries in the world. It boasts superb amenities and excellent family accommodation to help make travelling with chil-
dren wonderfully stress-free. Dining options encompass everything from all-you-can-eat ice crea parlours to shing restaurants where you can reel in your own meal or try 17 different types of seafood in one sitting, so if your child doesn’t take to kaiseki, you needn’t worry. ok o is a flashing hirring paradise for kids of all ages, ranging from pop-culture attractions like the anime masters at Studio Ghibli and manga drawing classes to more traditional Japanese activities like origami classes, taiko drumming and samurai s ord ghting lessons lder kids can attend a tea-ceremony at the Happo-en Gardens, where the oldest known bonsai trees in existence (some about 500 years old) can be seen. Art, fashion and music reign in the hyper-urban cosmopolis, also sure to be a hit with teens, who will be dazzled by the neon jungles of the shopping and entertainment districts of Shibuya and east Shinjuku, and the hip shopping area of Harajuku, where, on Sundays, youth culture groups stake out their territories around Yoyogi Park.
Japan is also one of the friendliest, safest and cleanest countries in the world. It boasts superb amenities and excellent family accommodation to help make travelling with children wonderfully stress-free Copyright: Jeremy Thompson
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Tokyo’s ‘Big Three’ sights are the Tokyo Tower with its panoramic views as far as Mount Fuji; the atmospheric Imperial Palace with its moats, 17th-century walls and gates, gardens and lovely Nijubashi Bridge; and the Asakusa district with its Buddhist temple Senso-ji (and neighbouring carnival complex), reached by boat ride along the Sumida river from Tokyo Bay’s Hinode pier. This is one of the city’s most vibrant districts, and the nearby Nakamise neighbourhood is one of its best shopping areas here visitors can nd everything from typical Japanese souvenirs to handmade silk garments, local delicacies, anime comics, antiques and cutting edge electronics. ther sight seeing usts or the a il in the capital include Meiji-jingu, a Shinto shrine set within a city forest, and beautiful Tokyo Bay, which is best seen from the observatory deck 150 metres up in the World Trade Centre Building. Children will also enjoy visiting Tsukiji Fish Market, one of the world’s largest fresh seafood markets, where they can try so e o the orld s reshest sushi. course a visit to Sanrio Puroland, home of Hello Kitty, will also delight. There is also a waterbus to shuttle visitors across the bay to the new leisure island o daiba hich boasts a replica o the tatue of Liberty, a giant ferris wheel, an aquarium, a bird sanctuary, themed shopping malls and urban beaches. daiba is also ho e to iraikan, the National Museum of Emerging Science and Innovation, with attractions including live data from seismometers across the country and the Honda robot, and the Museum of Maritime Science, full of hands-on experiences, including the chance to canoe and ride in engine-powered rubber boats. Tokyo is also home to world class amusement parks, including Tokyo Disney Resort (Tokyo Disneyland and DisneySea), the indoor Namja Town, based around the adventures of a cat called Navajo, and the hugely popular Kidzania, an ‘edutainment town’ where children can take on ‘real’ jobs, including operating on one another, presenting the ne s or fl ing a real deco issioned) aircraft with a simulator. Just south of the city, Yokohama Anpanman Children’s
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“We have the geisha experience and pro-wrestling. We also offer a number of activities that help transcend the language barrier, such as evening light shows in the Asakusa district. We don’t force feed entertainment at Hanayashiki. This is a cultural experience to be enjoyed at our guests’ leisure” Hirota Akihito, Manager, Hanayashiki Amusement Park Tokyo International Anime Fair (Copyright: Christian Van Der Henst S)
Museum provides an interactive experience devoted to the eponymous cartoon character, who has a head made of bread that is eaten by characters in peril before being re-baked every night. The colourful Asakusa district, however, boasts the oldest amusement park in Japan. Hanayashiki has been operating since 1853, initiall opening as a flo er park or the visit of the Commodore of the US Navy, Matthew Calbraith Perry. Rides were installed in 1872, by which time the park had grown to include exotic birds and animals, as well as western moving pictures. Hanayashiki was
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the birthplace of tiger quintuplets in 1923, and o the rst lion to be born in apan in 1931. In 1949, a mini train and mini pool, picture story shows and what is still to this day the oldest attraction in the country, the Surprizing House, were added. Today, Hanayashiki offers a full range of attractions and eateries, along with shops boasting vintage souvenirs. It offers other fun activities for the kids including Ninja training and full kimono and tea ceremony experiences. Park Manager Hirota Akihito says the park is a unique experience for families.
e have de nitel seen ore a il tourism, and we are positioning ourselves for this segment. We are not Disneyland, but we have a long history and we are able to provide an authentic Japanese heritage experience, which is great for the entire family,” he comments. “We have the geisha experience and pro-wrestling. We also offer a number of activities that help transcend the language barrier, such as evening light shows in the Asakusa district. We don’t force feed entertainment at Hanayashiki. This is a cultural experience to be enjoyed at our guests’ leisure.”
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TAKE A JOURNEY
INTO THE UNKNOWN Beyond the popular destinations of Tokyo, Osaka and Kyoto, Japan’s lesser explored regions offer a pleasurable assault on the senses that should not be missed. These regions are working hard to promote themselves to foreigners, who are starting to reach these areas in greater numbers, helping to boost tourism across the country Japan as a whole may be attracting record numbers of foreign tourists, but a recent report b consultanc r c inse o pan indicates that the four major historical regions o ara a akura ikko and se are al ost unkno n a ong estern tourists. he consultanc s apan o ce surve ed over visitors ro estern countries on ho a are the ere o tourist attractions ost o hich are listed in a or travel guides that cater to both ealth older estern tourists and their younger counterparts who travel ore cheapl . nl percent o those surve ed said the ere a are o a akura s attractions in anaga a re ecture such as the Great Buddha, while 7 percent said they kne o ara re ecture s attractions like odai i e ple. hile i onos and the ount u i are ell kno n s bols o the countr the do
not depict Japan’s full natural and cultural diversit sa s A a Aso epresentative irector and o Agora ospitalities. ur national character ranges ro long-lasting cultural customs, to high-tech ania. ourists usuall visit ok o and oto and then leave. o urther enhance our countr s attractiveness e ust pro ote our diversit to its ullness. he point isn t to attract one-time tourists, as much as it is to create a certain destination lo alt . he govern ent and touris related enterprises are aking a big e ort to increase tourism across the whole of Japan to boost econo ic gro th. And the e orts are alread pa ing o as the nu ber o visitors to lesser kno n regions starts to gro according to chiro a aka a resident o a credit card co pan that is a ervent pro oter and supporter o apanese regional touris .
Monkeys take a bath in the Yunokawa Hot Springs in Hokkaido (Copyright: Azkin)
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e ill not be able to reach illion visitors i e depend on ok o and saka onl . The current situation in Japan is that tourists are starting to go ever here the are starting to explore the countr be ond the conventional places he sa s. tead gro th in regional visitors is boosting the local econo ies. apan s countryside suffers from a decreasing and ageing population, so in terms of expenditure, touristic influx can help boost these regions. There are literally thousands of places to visit ro the lakes o ikko ational ark in the Tochigi region, and the hot springs of Yunoka a in okkaido here visitors can share a bath ith red aced sno onke s and on to agano iroshi a and the a e inspiring ita a a aki li s in the ohoku region. ere e ill highlight three o apan s unkno n ge s.
Tohoku Region: a cultural must-see As the nu ber o visitors to apan gro s ohoku the site o the devastating earth uake tsuna i and nuclear disaster o has been so e hat le t behind. Al ost six ears on since the disaster, rebuilding continues, while local govern ent pla ers and private co panies are ultipl ing e orts to attract ore visitors to this beautiful region, which is easily accessible from ok o b high speed train. ccup ing percent o the area o onshu sland apan s ain central island ohoku has a ealth o stunning natural landscapes be ond the a ore entioned ita a a aki li s ro the heights o sno capped ountains peppered ith popular ski resorts and natural hot water springs, to the depths o ake a a a apan s deepest lake hich has been ade a ous as a l ing location or ris a orean dra a series. ere visitors can en o a spot o sail boating and et skiing on the lake s sapphire blue aters. ut aside ro its vast natural landscapes per ect or sporting activities ohoku also has some of Japan’s richest cultural heritage, hich it is keen to pro ote in order to boost
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Lake Chuzenji, Nikko National Park (Copyright: Tochigi Prefectural Tourism Association Tokyo office - JNTO)
oreign visitor nu bers. ighlights include ai uku i aisando an th centur uddhist te ple hose extravagantl carved ceiling is the ork o shika a ncho kno n as the ichelangelo o chigo the to n o akunodate, one of the best places to see an example of a Japanese castle town and Samurai architecture and the Ao ori ebuta atsuri estival a kaleidoscope o color and cacophon o sound that attracts three illion visitors ro all over apan ever August.
Monkeying around at the Yunokawa Hot Springs ike ohoku the okkaido region has a see ingly endless number of natural and cultural attractions aiting to be discovered. ut here e ill ocus on one the hot springs o unoka a. o trip to apan is co plete ithout a visit to a natural hot spring (or onsen in Japanese), a popular past ti e or the apanese going back
centuries. At unoka a ho ever visitors ill encounter so e strange looking local bathers so e ild apanese aca ues or sno onke s. These rare creatures can be found warming the selves in the pool o stea ing ineral ater ro ece ber through to the beginning o a at the akodate it ropical otanical arden in the unoka a ot prings area. Located a stone’s throw from the ocean in the eastern part o akodate cit the unoka a resort has a selection o luxur inns and hotels o ering revitali ing spa experiences and culinar delights. nce visitors have done bathing in the hot springs the can take a trip in to akodate cit hich as voted apan s ost attractive cit in .
Absorbing the natural splendor of Lake Chuzenji, Mount Nantai and Kegon Falls
ocated above the to n o ikko in the ochigi pre ecture ount antai is a sacred volcano hose eruption created ake hu en i about ears ago. ne o the ost popular activities in ikko ational ark is the hike around the kilo eter circu erence o this stunning lake on hich visitors ill pass through lush orest and en o incredible vie s o the ater and volcano. o ever or those ho don t anc the trek perhaps a ter stu ng the selves at one o ikko s reno ned restaurants a boat trip around the lake is a great alternative to take in the vie s. isitors here can also discover the eter tall egon ater all the ost a ous o ikko s an beauti ul ater alls the ikko atural cience useu and so e o okkaido s nest exa ples o traditional Japanese architecture, such as the hu en i e ple and the utarasan hrines.
Aomori Nebutia festival, one of the three main festivals of Tohoku (Copyright: Yasufumi Nishi - JNTO)
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NISEKO: JAPAN’S PREMIER SKI RESORT FAMED FOR ITS INCREDIBLE POWDER SNOW Niseko is famous for its wide-open powder bowls and tree skiing, where routes like Strawberry Fields wind through shimmering birch trees. And thanks to extensive floodlighting, many of Niseko’s 30 lifts remain open for night skiing The Japanese have a deep and abiding love for skiing, even if most of them don’t technically shred. The country’s two most mountainous islands, Hokkaido and Honshu, are dotted with some 600 ski resorts (The United States, by comparison, has about 42). It has hosted the Winter Olympics twice: in Sapporo, 60 miles east of Niseko, in 1972, and in Nagano, 130 miles northwest of Tokyo, on Honshu, in 1998. Located in Hokkaido, just two and half hour’s drive from new Chitose International Airport, Niseko is regarded as one of Japan’s premier ski resorts and is fast becoming one of the most popular winter destinations in the world. Comprised of 4 interlinked ski resorts – Grand Hirafu, Hanazono, Niseko Village and An’nupuri – it is renowned for its consistency and quality of powder snow throughout the winter. The season runs from December to April, with snow averaging around 15 meters-plus each season. Niseko is famous for its wide-open powder bowls and tree skiing, where routes like
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Strawberry Fields wind through shimmering birch trees. And thanks to extensive floodlighting, many of Niseko’s 30 lifts remain open for night skiing. Runs are long and the 900-meter vertical drop ranks Niseko up there with other world-class resorts. For the hardcore thrillseekers, heli skiing is also an option, where skiers dropped from a helicopter at the top of the mountain can channel their inner-James Bond (think Pierce Brosnan in ‘Die another day’) as they hurdle down the mountain at lightning speeds. But here you don’t need to be James Bond or an expert skier capable of competing at the Winter Olympics. Niseko is also one of Japan’s most beginner-friendly – and tourist-friendly – resorts, where you will encounter many nationalities, but mainly Australians. As a result of the number of foreigners, English is widely spoken in shops, bars, restaurants and on the slopes. For beginners, there are groomed slopes at the base of the mountain and it is one of the
few resorts in Japan that offers group ski/ snowboard lessons in English. When skiers are done with the slopes, there are other activities and tours to enjoy, such as snowmobiling, snowshoeing and cross-country skiing. While normally a summer activity, Niseko also encourages visitors to take the opportunity to enjoy horse riding in the powder snow. Other huge advantages include the great village vibe, the range of activities on offer, good shopping, the many restaurants, and a very colorful nightlife. The nearby villages and surrounding areas offer a wide range of dining options from traditional Japanese to French-Japanese fusion, steaks and a great choice of pizza and burger eateries. For a taste of authentic Japanese culture, not too far away is Kutchan Town, where visitors can explore Kutchan Natural History Museum and the Shu Ogawara Art Museum and try some gosetsu-udon, a Japanese noodle made from potato flour.
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