(Source:NPO ZESDA)
In Tochigi Prefecture’s Sano City and its surrounding areas, a new initiative called the “Local Living Tour” was launched in August 2024, aimed at showcasing the charms of Japan’s rural regions to inbound tourists. This tour is part of an effort to encourage the growing number of foreign visitors to explore beyond famous destinations like Tokyo, Osaka, and Kyoto, and to discover the lesser-known areas of Japan.
The number of foreign tourists visiting Japan has been steadily increasing, with 25.07 million visitors in 2023, and an estimated 34.77 million expected in 2024. However, a significant majority of these tourists flock to well-known hotspots, leading to issues of overtourism. Conversely, rural areas see relatively few inbound visitors, making it challenging to attract tourists. Yet, among these visitors, there is a segment that prefers avoiding crowded tourist spots in favor of experiencing nature and local culture. It is against this backdrop that the “Local Living Tour” was conceptualized, focusing on the southern region of Tochigi Prefecture, particularly around Sano City.
While Tochigi Prefecture is primarily known for Nikko, home to Nikko Toshogu Shrine and Lake Chuzenji, the southern region has often been overlooked as just a transit point between Tokyo and Nikko. To change this, the tour aims to introduce the quiet towns and local attractions of southern Tochigi, offering tourists a new and authentic experience. The tours are guided and take visitors to places known only to locals, providing a personalized and homely experience.
(Source:NPO ZESDA)
The “Local Living Tour” offers a variety of experiences that immerse visitors in the local culture and cuisine. One of the highlights is a course where participants can try making Sano Ramen, a specialty of Sano City. This course includes hands-on lessons in noodle-making using a traditional bamboo rolling pin, as well as preparing the broth and toppings from scratch. Other offerings include cooking classes featuring local ingredients, a tea ceremony using a traditional cast iron tea kettle known as “Tenmei Imono,” and sake tasting with live performances of traditional Japanese instruments at local breweries. These activities are designed to deepen visitors’ understanding of Japanese culture.
The tour also aims to establish sustainable tourism routes to ensure that inbound tourism remains a long-term success rather than a passing trend. Additionally, there are plans to use the tour as a testing ground for local artists and small businesses looking to expand into international markets. The tour is managed by Yuko Takeda, who spent 34 years in the United States building her career. Leveraging her experience in liaison work and global-local business activities between Japan and the US, she plays a key role in planning and operating the tour as a member of the Sano City Tourism Association. This initiative is part of the “Sano Project,” produced by the NPO ZESDA, and contributes to promoting inbound tourism in Sano City as part of a broader effort to support local businesses in their overseas expansion.