Matsumoto City launches local guide training for domestic tourists

SAGOJO Inc. and Sankayo Co., Ltd. have announced a joint initiative to develop guides for foreign tourists in Matsumoto City, Nagano Prefecture. The “Matsumoto Local Guide Training Program” is a three-month residential scheme designed for Japanese travelers, and shift the local tourism model from brief sightseeing towards immersive cultural experiences.

Matsumoto, home to a national treasure castle and the Northern Alps, attracts many visitors annually. However, the city currently sees tourism dominated by short visits to famous locations. This has created a challenge, with a recognised shortage of immersive, experience-based tourism content and the skilled guides needed to deliver it.

The project responds to a shift in the tourist trend, moving away from the simple “consumption of tourist spots” towards a desire for experiences that engage with local life and culture. To meet this need, the program aims to cultivate a new type of “local guide” capable of connecting travellers with Matsumoto’s community of local creators and artisans. These guides will be trained to interpret and share the city’s deeper stories.

The initiative is founded on the principle of enabling participants to “learn, practice and share while living in Matsumoto like a local.” The training involves four stages. Participants will first experience existing tours developed by Sankayo to learn the fundamentals of route design, safety management and English-language guiding. They will then design their own original tour plans, incorporating unique perspectives. These plans will be refined through monitor tours before being finalised as commercial products ready for the market.

Upon completion, graduates can continue to work as professional guides on a contract basis or contribute to developing future training materials. The program offers a pathway for individuals to establish a multi-location lifestyle or relocate to Matsumoto, contributing to the region’s long-term revitalisation.