Selling Shiga to inbound touristsーNHK WORLD-JAPAN NEWS
Japan is seeing a surge in inbound tourism after the pandemic with some 37 million people visiting the country in 2024. However, not all areas are sharing the benefits. Kyoto and Osaka in western Japan attract many of the travelers. While nearby Shiga remains largely overlooked, that could be about to change with a campaign to promote the prefecture. Shea Prefecture is on the tourism golden route. It takes just 9 minutes by train from Kyoto. She’s governor was in Paris to sell the joys of the prefecture to the French market. The push includes Shiga’s history, art, and nature. His team introduced Hikon Castle, a designated national treasure. Traditional shigaraki pottery making and cycling tours around Japan’s largest lake were also highlighted. Lake Biwa and Hikon Castle would suit French tastes perfectly. They’re not wellknown but would be of interest to our clients. Tokyo, Kyoto, and Osaka are popular with tourists from France, but proposing a destination that’s so easily accessible is a great idea. We looked at anonymized and privacy protected cell phone data from inbound visitors to Shiga and Kyoto last year that revealed an estimate for the number per square kilometer with darker colors representing the busiest areas. Central Kyoto’s Kiadera Temple and the popular tourist draw of Arashyama were particularly popular, but Shika Prefecture is mostly white, revealing a clear opportunity if tourists can be persuaded to take a short train ride. The prefecture has high hopes for Hazison and Yakuchi. The entire mountain, where it’s located, is a sacred Buddhist site and is world cultural heritage listed. The thousand-year-old temple is ideally placed to share a little traditional culture with visitors. After consulting with the monks, a menu of the options such as zaz and meditation is tailored to the individual and the rooms have been upgraded to create an authentic Japanese atmosphere. Combined with Shakyo, the art of copying sutras, visitors can get away from the hustle and bustle of everyday life. Shiga Prefecture is a hidden gem as the streets of Kyoto, Tokyo, and Osaka are already overflowing with people. This temple represents a religion with a history of more than 1,200 years. So, I hope visitors can really feel the atmosphere. As for how to appeal to potential visitors, internet outreach plays a major part. The local government asked domestic firms to highlight Chica online and spread the word about the updated site. In the tourism industry, we talk about resonance. So, in order to attract tourists to come to Shea, it’s very important to have an attraction that resonates with them. If she goes to take part in Japan’s inbound travel explosion, it seems clear that highlighting the prefectctor’s charms and ease of access will be key.
Japan’s inbound tourism boom saw some 37 million people visit the country last year. In the west, Kyoto and Osaka have been visitor magnets, while nearby Shiga remains relatively untouched. A new campaign aims to change that. #japan #tourism #business
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