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Initiatives for drawing in tourists/ Tourism Promotion in Mekong Area (Feb. 20 to March 15, 2013)

This seminar is to promote regional tourism in the Mekong area. By introducing Japan’s initiatives as a tourism-oriented country and by debate and discussion by participants, the seminar is carried out with the aim of drawing up action plans so that policies or activities that need to be implemented in the participating countries are carried out. Therefore, various tourist destinations in Japan were visited, and the participants were allowed to view promotional policies tackled by governments and private-sector enterprises. Among the numerous places visited, I will introduce the revitalization efforts at a hot spring, a typical Japanese health resort, and the events that took place during a field trip for tourism promotion in Shikoku.

he charm of Arima Onsen, and PR for overseas

We arrived at Arima Onsen, known as Japan’s oldest hot-spring, after a 40-minute bus ride from our hotel. We borrowed a space within the Arima Onsen Tourism Association building, and the trip began with the definition of “hot spring,” provided by Mr. Hironobu Kanai, the CEO of Tosen Goshobo. He introduced Arima Onsen to the group by explaining that it’s quite a distinctive hot spring, even for Japan. This, plus its geographic convenience, account for its charm, as it draws tourists from Japan and overseas. Even though we visited on a weekday, many tourists were enjoying the streets around the hot spring. When we speak of the enjoyment of tourism, we can mention “food,” and indeed the seminar participants enjoyed B-grade gourmet offerings of yakisoba (fried noodles) and carbonated senbei (rice crackers) at a shop. They were told about the history of the Arima Onsen and shown around the old backstreets and the guestrooms of Goshobo. They were also able to study the preferences of Japanese consumers. They engaged in an enthusiastic exchange of opinions, nearly to the point of using up the time for the hot spring. The issues that Arima Onsen have been working on – what kind of PR should be done for overseas, the especially characteristic PR methods, the necessity of tourism policies, the involvement of local enterprises and governments, etc. – were also issues for the seminar participants.

 

Seminar participants enjoy a footbath. This form of treatment certainly eased their fatigue.

Seminar participants enjoy a footbath. This form of treatment certainly eased their fatigue.

A Shikoku tourism experience means a tough schedule

Even for Japanese people, the 785 stone steps at Kompira Shrine are a harsh prospect. The participants, however, climbed from early in the morning and visited the main shrine. Welcoming them was the senior priest, and he gave a talk on the origin of the Kotohiragu Shrine, the history of its pilgrimages and the shrine’s past and present. Next, the group experienced making “sanuki udon,” a special tourism product of Kagawa, known as the “udon” prefecture, and which was used for lunch. After the meal and after a visit to the Zentsuji Temple, the head of the financial department of the sect headquarters gave a lecture on the promotion of the pilgrimages of Shikoku’s 88 temples and the faith surrounding them, and he showed the group around the temple precincts. All the seminar participants experienced “Osunafumi” (stepping sand), by which the same merit from pilgrimage to all 88 temples of Shikoku can be earned. At the Zentsuji Temple, all the principle images of 88 temples are worshipped and the merit is earned by going over the Osunafumi. They also experienced a tour of the ordination platform that is linked with the Great Teacher, as they recited the name of Buddha amid the darkness of an underground hall of Mikagedo.

Participants receive an explanation from an executive monk in front of the main hall of Zentsuji Temple.

Participants receive an explanation from an executive monk in front of the main hall of Zentsuji Temple.

Laos also has the custom of temple pilgrimages, and Myanmar has a wide-ranging caravan tour program, so Shikoku’s initiatives were appreciated and had resonance. The seminar participants experienced cultural tourism that fused faith with promotion.

(Kato and Miura, International Department)

Seminar summary

Period Feb. 20 (Wed.) to March 15 (Fri.), 2013
Participants 11 public-sector officials from central and local governments (in Cambodia, Thailand, Vietnam, Myanmar and Laos) involved in tourism promotion
Seminar content Introducing initiatives made by governments and people for Japan becoming a tourism-oriented country, and debate and discussion by participants