Tohoku releases 2025 case study collection to boost rural agritourism

The Tohoku Regional Agricultural Administration Office released the Tohoku Nohaku Regional Case Study Collection 2025 as a practical guide for organisations, local governments, and residents aiming to revitalise farming and fishing villages through agritourism. The collection focuses on Nohaku, a Japanese style of countryside stay that encourages travellers to experience traditional rural life.

A significant portion of the report addresses the practical challenges rural communities face when entering the tourism market. It provides a structured approach to creating sales materials, which are essential for communicating key information within limited timeframes during business negotiations. The Ishikawa Town Nohaku Promotion Council in Fukushima Prefecture contributed a five-step process. This method involves reviewing existing brochures, identifying target audiences based on local assets, and developing model travel itineraries that highlight regional characteristics.

The collection also highlights effective negotiation strategies for rural operators. The Semboku City Rural Experience Promotion Association in Akita Prefecture provided insights into successful business meetings. The report advises operators to move beyond one-sided presentations and instead focus on the specific needs of travel agencies and tourists. It also addresses common concerns regarding tour pricing and the development of content suitable for general travellers.

The publication comes from the 2024 Tohoku Nohaku Promotion Project. It is a programme focused on two primary pillars to increase sales and visibility. The first involved hosting domestic business matching events and providing direct support to rural regions. The second pillar targeted international expansion through dedicated promotional activities in Taiwan, including participation in trade fairs and business meetings.