Local partnerships to turn Ureshino’s traditional culture into eco-tourism

Local stakeholders and enterprises in Ureshino, Saga Prefecture, have joined forces to harness Ureshino’s rich traditions. These traditions, which include famed tea culture, onsen (hot springs), and time-honoured hospitality, are being transformed into sustainable economic opportunities.

The partnership is coordinated through the Onsen Incubation Centre (OIC), involving key stakeholders such as Quon Crop, Wataya Besso, and Innovation Partners. Together, they are developing integrated programmes to showcase and monetise the region’s cultural assets while encouraging regenerative tourism practices. Central to this project is Quon Crop’s digital tool, which measures key environmental indicators like greenhouse gas emissions and biodiversity. This helps local producers track sustainability efforts and allows eco-conscious travellers to make informed decisions.

While sustainable tourism is widely discussed, practical and replicable examples remain rare. By leveraging advanced data analytics and fostering collaborations between traditional businesses and modern innovators, the Ureshino initiative seeks to establish a comprehensive and scalable model. The current project serves as a pilot model, and if successful, stakeholders plan to expand the approach across other Japanese regions and internationally.