Adventure travel has become increasingly popular among wealthy individuals from Europe, North America, and Australia. This form of tourism focuses on minimizing its impact on the environment and local culture. According to a survey conducted by the Adventure Travel Trade Association (ATTA), adventure travelers typically stay for eight days and spend around 320,000 yen per person, surpassing the average figures.
To promote adventure tourism, the ATTA organized the Adventure Travel World Summit in Hokkaido from September 11-14. The event attracted government officials and travel agents from 64 countries and regions. In addition to the summit, Hokkaido offered one-day tours for 31 adventure travel courses, attracting 600 participants.
One of the tour courses in Hokkaido included a visit to Lake Shikotsu in Chitose, arranged by a local travel agency. Participants had the opportunity to explore a unique “moss corridor” created by the volcanic flow and heavy rainfall in the area. With an English-speaking interpreter, the local guide shared fascinating information about the moss-covered bedrock. Participants used magnifying glasses to observe distinct types of moss and captured memorable photos of their experience.
To ensure quality adventure travel experiences, the Hokkaido prefectural government established the Adventure Travel Guide System. This system certifies activity guides with expertise in physical activities such as canoeing and cycling. Additionally, an English interpreter guide has been certified to assist international tourists, aligning with ATTA’s guide standards.
With the goal of boosting tourism spending, Hokkaido aims to have each visitor spend 210,000 yen by fiscal year 2025, which is 1.5 times the amount spent in the pre-pandemic year of 2019. Authorities anticipate significant spending from Chinese travelers, adding to the region’s financial growth.
Adventure travel opportunities are not limited to Hokkaido. JTB Corp., a leading travel agency in Japan, acknowledges that adventure travelers enjoy immersing themselves in various regions’ unique people and cultures. They hope to introduce adventure travel to other parts of Japan, particularly during the 2025 Osaka Expo, which is expected to attract a diverse range of visitors.
As adventure tourism continues to gain momentum, Hokkaido and other regions in Japan strive to offer remarkable experiences that cater to the demands of this growing market.
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