Experiential Tourism Initiatives in Iida City

Experiential Tourism Initiatives
in Iida City
May 2015
Yoshimitsu Suzuki
Tourism Section, Iida City
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1. Overview of Iida City
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Overview of Iida City
Varied nature, climate,
and culture
䕿 Area
658.73 km2
䕿 Population (3/31/15)
104,284 people
䕿 Number of households (3/31/15) 39,358 households
䕿 Elevation (City Hall)
499.02 m
䕿 Daylight hours (2010) 1,946.7 hours
䕿 Forest area (ratio)
84.6% of overall city area
Traditional industry
Row of
apple trees
that
symbolizes
the city
Precision
parts
Environmental
industry
A city of puppet theater
3
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Ichida Persimmons
Urban development by diverse actors
A location that is home to a
wide range of manufacturers
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A city with bright skies and
pleasant breezes
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Historical agricultural
communities
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Shimoguri no Sato
A unique culture
developed on steep
slopes
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Information about major sightseeing spots (1)
In the city
Kawamoto Kihachiro Puppet Museum
This art museum has a collection of
puppets made by puppet artist Kihachiro
Kawamoto. It is a central facility in Iida, a
city of puppet theater.
Row of apple trees (one of Japan’s 100 Best Roads)
This tree-lined road embodies a wish to revive
the beautiful town, and is a place where human
hearts can relate to each other and feelings
are shared.
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City of Cultural and Economic
Independence
Tenryu Gorge
‫ޥڈ‬⍥ዌ୎⍿ᡯ⎾
ᐯ໱፦⎛ᝍࣛ⎝߷ɦ⎽⍦
ӸѨ‫ټ‬ᱴ޵⏅॓⎊⎳⍦
Information about major sightseeing spots (2)
A journey to remote stations on the Iida Line (Central
Japan Railway Company)
The Iida Line, which connects Okaya and Toyohashi, is known
as the longest local line. Passengers can view fantastic
scenery from the train windows, and this line is recently
drawing attention for its secluded stations.
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City of Cultural and Economic
Independence
Information about major sightseeing spots (3)
Toyama-go
Shimoguri no Sato
(One of Japan’s Best
100 Villages)
Fields cultivated
on narrow,
steeply sloped
plots of land
seem to stretch
to heaven,
creating scenery
that resembles
Tyrol.
Shirabiso Highlands
Toyama-go
Shimotsuki Festival
Don’t miss the vast
panoramas of the
Southern Alps!
This festival, which preserves the ancient
form of Yudate Kagura dance, is said to have
inspired the movie Spirited Away.
(Scheduled for December)
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City of Cultural and Economic
Independence
Hadaka Festival
In this stirring festival participants carry
mikoshi (portable shrines) in the Tenryu
River in early spring.
Nanakuri
Hadaka Festival
Tokimata Lantern
Ceremony
The many fireworks events
and festivals in Iida are part of
its culture and spirit!
Festival at Omiya Shrine
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Iida Ringon
11
City of Cultural and Economic
Independence
Crafts that connect hearts in Minami Shinshu and flavors stemming
from the local culture
Delicate traditional arts
made from cords
(Mizuhiki
crafts)
An old castle town area known as “Little Kyoto”
(Wagashi
[Japanese-style confectionary])
These confections are perfect with tea
Enjoy with
white rice or
ochazuke (rice
with tea)
A famous
flavor
(Gohei
Mochi)
(Pickled
vegetables)
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City of Cultural and Economic
Independence
A city that has been created, protected, and cultivated by the citizens
Great Iida Fire of 1947
This large fire in 1947 burned two thirds of the
city, affecting roughly 4,000 households
Creation of the row of apple trees
Ŧ After the great fire, local junior high school students dreamed of
creating a beautiful city with their own hands. They came up with a
row of apple trees and planted 40 trees. The students were in charge
of the entire management process (which still continues today).
Birth of the Urakaisen
The row of houses in the
old castle town area was
burned
Ŧ Urakaisen is a narrow road from the east to west that bisects several roads running
from north to south.
Ŧ Based on the slogan of “no more fires,” the residents provided one-meter plots behind
their private land at no cost to create this roughly two-meter fire line situated close to the
center of the city.
Benefits of the row of apple trees
Ŧ Inspiring pride in the region
Ŧ An autonomous spirit of protecting one’s own city
Ŧ Creating a fundamental urban development spirit in which people maintain and manage
public places with their own hands
Redeveloping social capital
A new era through urban administration spearheaded by
citizens
Ŧ Creating residences and multi-functional bases Ŧ Creating value that is inherent to the region Ŧ Implementing projects from an integrated point of view
Ŧ Further aggregating and centralizing citizen capabilities
in the city via urban redevelopment projects
Ŧ Efficient function reorganization that is in line with the lives of people
Ŧ Management via urban development companies Ŧ Establishing an easy-to-access urban transport foundation
Ŧ Developing projects for the creation of a low-carbon society
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Fighting against disasters: the story of Iida’s row of apple trees
80% of the town
area was burned in
the great fire of
1947
Half a century has passed since junior
high school students planted 40 apple
trees in the burnt area
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A treasure trove of culture: A city of thriving puppet
theater
300 years of history
Ŧ There used to be 29 puppet theaters in Inadani.
Ŧ Today four puppet theaters still exist in Inadani (two of
which are in Iida City).
Ŧ We have invited puppeteers and enhanced techniques.
The Regional Puppet Theater Center features a
permanent exhibition of puppets
Kawamoto Kihachiro Puppet Museum
Ŧ Opened in March 2007
Ŧ Puppet artist Kihachiro Kawamoto
presented a gift of more than 200
puppets, saying, “Iida is the most
appropriate place for puppets.”
Establishing the Puppet Theater
Center
ŦExpert assistance is given to a wide range
of agents related to puppet theater in
order to create a “small global city”
(Serves to contribute to the improvement
of the puppet theater culture)
The oldest head marked
with the creator’s name
Kuroda Ningyo
(National Designated Important Intangible
Cultural Asset)
Shokatsu Ryo
Komei by Kihachiro
Kawamoto
This is the 37th year for Japan’s largest puppet theater
festival
Iida Puppet Festa
ŦThe first festival was held as “Puppet Theater Carnival Iida” in 1979
(International Year of the Child)
ŦIt became the Iida Puppet Festa, headed by the citizens (Executive
Committee), in 1999
[2014 festival results]
ŧ Number of audience members: 46,328 people
ŧ Participants: 371 troupes
ŧ Number of performances: 498 performances
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ŧ Number of volunteers: 2,150 people
Iida Puppet Festa
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Iida, a small global city
Iida Puppet Festa
This is Japan’s largest puppet theater festival and is in its
37th year.
Each year roughly 400 puppet theater troupes come from
across Japan and overseas countries, mainly Asia.
This festival spans the entire region with 500 performances
at 130 venues.
Support is provided by more than 2,000 citizen volunteers.
The Iida Puppet Festa 2015 will be held from August 4 (Tuesday) to 9
(Sunday) on the theme of “Seeing, Viewing, and Being Enthralled.”
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A character enriched with a forward-looking spirit and scholarly
qualities: Learning by the people and connections and bonds between people
Festivals and arts (a treasure trove
of folk entertainment)
ĺ Connections and bonds
Flourishing
Taisho
democracy
Free
education
A central
location
between
eastern and
western Japan
Road transportation
on side roads
Water transportation
on the Tenryu River
Young persons’ associations
Groups of young people
National
Studies:
Learning by
the people
Edo
䖃
Vigorous traffic
䖃
Nagoya
Kyoto
䖃
Iida
䖃
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Linear Chuo Shinkansen
test track
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ᵲᶍᶉᶗᶍ
ᵧᶇᶂᵿ
ᵬᵿᶅᶍᶗᵿ
ᵭᶑᵿᶉᵿ
Roughly four hours by expressway from
Tokyo or Osaka
The Linear Chuo Shinkansen will be
opened in 2027, and it will take 40
minutes from Tokyo
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2. Experiential tourism initiatives
Minami Shinshu Tourism Public Corporation
Experiential educational tourism
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From a project to attract experiential educational tourism,
to the founding of the Minami Shinshu Tourism Public
Corporation
1. In 1995, the Iida City Commerce and Tourism Division decided to start a project to attract experiential
educational tourism, with the aim of creating a tourist destination where people stayed overnight
instead of just passing through (and inevitably create more travel). The city began to accept and
receive experiential educational tours in 1996.
2. As more groups participated each year, it became necessary to have a specialized organization that
would act as a point-of-contact and would continually carry out the project and expand the acceptance
of such experiential tourism.
3. With funding from one city and four villages (including Iida City), as well as 10 corporations and groups,
Minami Shinshu Tourism Public Corporation Co., Ltd. was founded in January 2001 as an organization
aimed at local development in the Minami Shinshu area via experiential tourism. In 2004 it received
funding from all 18 municipalities in Iida Shimoina District (currently 14 due to incorporation).
4. Since this corporation was founded, it has received no subsidiary aid from local governments and is
run financially independently. From 2004, its earnings and expenses for a single-year were even out,
and the corporation is currently making a profit. Its major businesses include sales, receiving, and
coordination of experiential educational tourism. It proposes and conducts experiential tours that are
specialized in various areas such as cherry blossoms, wagashi, trekking, etc. for general tourists. It
also holds training workshops based on requests for observational studies from various places, and
coordinates the provision of various types of experiences and cuisine according to the conditions of the
other party.
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The aim of experiencing
the “real thing”
䞉 Emotion is produced by experiencing the “real
thing.”
ĺ Residents of the region participate as
instructors, and also allow students to stay at
their farms as a way for the students to
experience what they do every day. In this way
the students learn, discover and have moving
experiences. In addition to the brief moment of
wonder and amazement, the aim is for them to
feel moved through the exchange and time
taken for these experiences to seep into their
hearts.
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Experiential programs:
Residents of the region take part, and the participants become protagonists, in life, production,
and nature.
The byproducts of these hands-on activities are “to learn”, “to discover” and “to be moved”.
Rice planting at a terraced rice
field protected in the region
Small numbers of people
stay at farms
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Experiencing plant dyeing that
demonstrates the spirit of
craftsmen
Working as a team to raft on the
Page 25 Tenryu
of 46
River
Learning how to make Gohei
Mochi from locals
Experiencing the charm of the
mountains in winter with
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guides
Experiential programs and system in-place to receive such tours:
Residents of the region take part, and the participants become protagonists, in life,
production, and nature.
The byproducts of these hands-on activities are “to learn”, “to discover” and “to be
moved”.
What is required to receive travelers for programs of this style?
䞉 Establishing a program philosophy
(What does it mean to “experience the real thing?” How can we be
involved with it in a continual manner?)
䞉 Unification through a coordinating organization that ensures continuity
(Internal and external contact points)
䞉 Providing information ahead of time so that participants feel motivated
to visit
(How is this different from regular tourism? What kinds of people will
welcome them?)
䞉 Autonomy of coordinating organization (activities and administration)
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System for receiving travelers
Receiving of tours
Settlement of
Accounts
Order
Accepted
Travel
agency
Apply for
tour
Order
placed
Tour
Application
Accepted
Souvenirs
Minami Shinshu
Tourism Public
Corporation
Request
Local
government/
regional
coordinators
Exchange
Experience
Site tour
Making arrangements, settling accounts,
receiving of travelers, information transmission,
Response
promotion, sales, product planning and
arrangement liaison and coordination,
Food
acceptance follow-up, gathering of information,
product management
Tourism
Hot Springs
development, education and training, consulting,
Tourists
Groups
Schools
Products
Arrangements
Accommodation
Transport
Receiving of tours
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Thinking about responses by the coordinating
organization that are required when receiving
travelers for experiential programs and farm stays
䞉What do people worry about during travel?
ĺ Dealing with changes and emergencies
䞉What concerns people during experiential
programs and farm stays?
ĺDealing with accidents, injuries, and
illnesses
We think of responses to resolve these worries.
We also cannot forget that the parties
welcoming travelers have similar worries.
ĺ 24-hour contact structure, emergency
medical institutions, prior information
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Minami Shinshu Tourism Public Corporation
(Experiential educational tourism)
In this project we provide moving experiences by leveraging the facilities, environments,
industries, and human resources that exist in the region to the maximum degree. Due to
communication with people, visitors evaluate Iida’s programs highly. In particular, farm stays
(which began in 1998) are a popular program that is a unique Minami Shinshu offering.
(Sakuramori Tours)
In the Minami Shinshu area there are many famous and old cherry trees over 300 years of age. Using this
network, we conduct guided cherry blossom tours. Participants can view cherry blossoms (with a peak
viewing period of around one month), and there are also night cherry blossom tours featuring trees that are
lit up. These tours are popular both inside and outside the region for their changed focus from groups of
cherry trees to single cherry trees that are famous in the region, and more people are participating each
year.
(Tours exploring wagashi and history)
There have long been many wagashi shops in this city that is referred to as “Little Kyoto.”
Popular tours involve walking around historical sites with a guide and visiting wagashi shops.
There are also wagashi inspired by Sakuramori. This contributes to invigorating the wagashi
shops as well.
(Trekking at famous mountains)
There are many famous mountains in Minami Shinshu, including those included on the list of
Japan’s 100 Best Mountains. In our popular trekking tours, local, dedicated instructors explain
about the ecosystem, including plants and animals. Walking tours to secluded regions are also
becoming more popular.
(Snowshoe trekking)
Mountain climbing and trekking are popular among middle aged and elderly people, and we also
offer snowshoe trekking that allows beginners to walk on top of the snow. This project takes
advantage of the frequent good weather and has been highly evaluated for reasons including, “I
had given up hiking during the winter, so I felt moved by beingPage
able to
30climb
of 46up!”
30
Experiential educational tourism to experience the “real thing”
Experiential educational tourism was started in 1996 by receiving students from three schools. The number of schools that visited
was 77 in 2014, and the number of programs used was 32,000. (For general groups [adults] there were 160 groups, 3,700 participants,
and 3,800 programs used.)
Popular programs include rafting (in which participants raft down the Tenryu River) and horseback riding. More than 60% are
agricultural experiences including farm stays, which can be described as the major feature of Minami Shinshu. The farms that
support these experiences and farm stays have been expanded throughout all of Minami Shinshu (Iida Shimoina), totaling around 400
today.
Outdoor
activities
Agriculture and
forestry experiences
Gourmet
experiences
11 educational programs on the
outdoors
20 educational programs on
agriculture and farming and mountain
villages
29 educational programs on
traditional and regional foods
Traditions and
crafts
20 educational programs on
techniques and craftsmen
Environmental
learning
38 educational programs on
mountains, forests, and rivers
Nature, culture,
and industry
Other
As of 2015
Amount of economic
ripple effects
One billion yen
Direct consumption
amount
300 million yen
17 educational programs on
nature, culture, and industry
Number of
students
who have
experienced
Minami
Shinshu
225,000
people
45 programs (guided walking courses,
outdoor camping, trekking, training,
facility tours, etc.)
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3. Initiatives leveraging regional resources
Minami Shinshu Tourism Public Corporation
Sakuramori Tours
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Cherry blossom viewing transformed into eco tourism
Minami Shinshu
Sakuramori Tours
Minami Shinshu is a treasure
trove of Higan Zakura cherry trees
There are more than 80 famous
trees
Page
33 of 46with ages of roughly 350 years
Extending the peak viewing period for cherry
blossoms from one week to one month
Thinking about wide areas and elevation
differences that go beyond municipal borders, the
peak viewing period for cherry blossoms can be
extended from one week to one month
17. Hiogi cherry trees (Tenryu Village), 18. Hiraoka cherry trees (Tenryu
Village), 21. Shoei Temple weeping cherry trees (Iida City), 4. Ruri Temple
cherry trees (Takamori Town), 1. Onishi Park cherry trees (Oshika Village),
10. Komatsunagi cherry tree (Achi Village), 11. Gosho cherry tree (Namiai
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Village), 31. Nosokoyama mountain
cherry trees (Iida City)
Developing Sakuramori
We recruit citizen
instructors as
guides. The guides
are called
“Sakuramori,” and
training sessions
are held each year
from winter.
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Effects of Sakuramori Tours
Via citizen instructors, another look is taken at regional resources.
In the past it was unthinkable to use a single cherry tree as a
tourism resource.
Sakuramori (guides) accompany participants and explain information such
as the history of famous cherry trees, their connections with daily life, and
the viewpoints of tree doctors. In this way, customer satisfaction is
increased.
Because Sakuramori (guides) accompany the participants, there
are no issues with toilets, garbage, or trampled roots. More
people are stopping by facilities that sell local specialty products.
These tours are highly evaluated by the travel industry. More than
3,000 customers have participated since the first fiscal year. We
expect 10,000 people in FY2005.
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Night cherry blossom tour
developments
Strategy for acquiring overnight guests by lighting up famous cherry trees
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Decreasing population due to the decreasing
birthrate, aging population, and population outflow
Expanding the nonresident population
Creating measures for exchange in the
agricultural realm
Experiential educational
tourism
From
1996
Participants experience the
environment, life, and food production
and develop abundant human qualities
including the desire to learn, a spirit of
self-reliance, consideration, and respect
for social norms
First in
Japan
Working holidays
From 1998
The importance of encountering
nature and feeling something
does not apply only to the clear
subset of people who enjoy
outdoor activities
Minami Shinshu Tourism
Public Corporation
From 2001
A company that coordinates experiential tourism that is conducted with
cooperation over a wide area and unity between the government and citizens
Established with funding from a total of 14 municipalities in Minami Shinshu (Shimoinagun, Iida City, Nagano Prefecture), local agricultural cooperatives, and 20 private
enterprises (including bus companies)
The character and culture cultivated in Minami Shinshu
䞉We have attempted to think about and resolve regional issues, starting with agriculture, on our own
䞉We have made proactive efforts to communicate with people outside of the region
䞉We have protected and cultivated our regional culture
Rural areas with abundant nature have latent capabilities for learning and comfort
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4. Results of Receiving Experiential Tourism
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Results of receiving
experiential educational tourism
60,000
140
120
50,000
100
40,000
80
30,000
60
20,000
40
10,000
20
0
0
1996
1997
1998
1999
2000
2001
2002
2003
2004
Number of
ᅋయᩘ
groups
2005
Number of
ேᩘ
people
2006
2007
䝥䝻䜾䝷䝮ᩘ
2008
Number of programs
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2009
2010
2011
2012
2013
2014
5. Issues related to experiential tourism
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Finding farms to accept
travelers
This is difficult due to
population aging and a lack of
successors
䞉Guidance
and assistance for the costs
required to acquire a Simple Accommodation
qualification, which is required for farm stays
䞉Promotion by appealing to other farmers
(word of mouth)
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Differentiation from other regions
that accept travelers
Competition is intensifying between
regions that accept such travelers as
the experiential educational tourism
market is expanding
䞉Experiencing “the real thing”—the concept of
Iida City
䞉Holding training sessions for instructors and
farms where people will stay at
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6. Future developments
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Experiential corporate
training
Conducting human resource development
programs for working adults and
corporations
䞉Measures for mental health and mental strength
䞉Improving creativity and communication abilities
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Promotion of inbound tourism
Proactively receiving students
from overseas schools
䞉Resolving the worries of the parties receiving
these students
䞉Collaboration with the Nagano Prefecture
Educational Tourism Promotion Council,
which is led by Nagano Prefecture
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