Japanese theatre company turns struggling tourist sites into immersive stages

Gekidan Playing, the only travel agency in Japan operated by a theatre company, is expanding its unique immersive theatre programme, Entabi®, to Nara and Nagoya. The initiative transforms underused regional tourist facilities into stages for interactive dramas, tackling local depopulation by creating a new form of sustainable, experience-based tourism.

The programme was born from founder Tomofumi Yamamoto’s desire to halt the decline of regional tourist areas, a problem he witnessed during his long career as a tour guide. The concept gained momentum during the COVID-19 pandemic, which severely impacted both the tourism and theatre industries. Yamamoto used the crisis as an opportunity, turning closed facilities into venues for pilot projects.

Entabi® addresses a critical challenge in Japan’s tourism sector. While major cities experience a post-pandemic boom, many regional areas face a deepening crisis of depopulation and an ageing society. This disparity has left numerous local tourist sites on the verge of collapse. According to an independent survey by Rojo Hakubutsukan, 22 museums closed in 2023, with another 14 shut down in the first half of 2024.

In response, Entabi® creates “immersive tourism” by casting local residents in plays based on regional folklore and history. Tourists are not passive spectators but become participants, drawn into the narrative as it unfolds throughout the facility. This model increases the value of a tourist’s stay and stimulates the local economy. It also aligns with a growing trend in traveller preferences for participation in local tours and experience-based programmes.

Yamamoto leverages his dual expertise in theatre and tourism to create these unique experiences. Each production involves developing an original script tailored to the location, holding local auditions, and a month-long rehearsal process. This structure ensures that every performance is unique to its region.

The programme has already seen success at venues like the Hyogo Prefectural Hyogo Tsu Museum and the Sakai Plaza of Rikyu and Akiko. Future performances are scheduled for the Heijo Palace Site Historical Park in Nara starting in October 2025 and in a Nagoya shopping district in the winter of 2026.

Feedback from participants highlights the programme’s appeal. One visitor who travelled from Kyushu said, “I came to see a story based on Ito Hirobumi. I was surprised but delighted to find myself playing his role.” Another attendee praised the experience, stating, “It was incredibly fun! I was fully immersed in the Nara period.” Facility staff have also praised the model. One representative noted, “The way it uses the facility’s exhibits for a realistic tour captivates visitors. It feels as if the entire facility has become a theatre.”

Gekidan Playing turns local heritage into a living stage, creating a valued solution that could serve as a model for other regions, as Entabi® will continue showcasing its potential a more sustainable tourism industry.