Discover the Exhilarating Charm of Sunny Okayama
Okayama Prefecture is located in the Chugoku region of Japan and is home to rich natural scenery and many historical sites. It is an appealing tourist destination that combines tradition and modernity and is also loved by tourists as a place where they can fully enjoy a rich cuisine. We interviewed Ms. Kozue Ookubo , Director of the Tourism Division, Okayama Prefectural Government, who is actively promoting the charms of this prefecture to people in Japan and abroad.
Kozue Ookubo
Director, Tourism Division
Okayama Prefectural government
According to the Lodging Travel Statistics Survey published by the Japan Tourism Agency, the total number of foreign overnight stays in the prefecture from January to March 2024 exceeded that of the same period in 2019 before the pandemic by 10%, showing a recovering trend. By country or region, most guests are from Taiwan, China, and South Korea, which have direct flights to Okayama Momotaro Airport, and from other sources such as Hong Kong, Thailand, France, and the United States.
I hear that many artists from overseas will gather for the Forest Festival of the Arts, which will be held from September 28 to November 24. That is a great opportunity for people to get to know Okayama. What kind of initiatives are you planning?Currently, 40 artists from 13 countries have been selected to participate. Although the number of participants has not yet been finalized, we will inform the relevant embassies of the participating artists. We hope visitors will appreciate the artwork and enjoy the charms of northern Okayama Prefecture.
I imagine the sightseeing attractions and foods to eat change with the seasons. What kind of Okayama experience would you like inbound visitors and expats in Japan to have?White peach, one of Okayama Prefecture's representative fruits, has a beautiful milky white color and lush pulp, made possible by the meticulous manual process of growing each peach in its own bag. Popular activities include fruit picking, where visitors can pick produce like white peaches and grapes and taste them on the spot, and the experience of making original jeans in Kojima. This denim production center has earned a high reputation worldwide. Bizen Osafune is a sacred place for Japanese swords and sources about 40% of the Japanese swords designated as national treasures. It is also home to the Bizen Osafune Sword Museum, which specializes in exhibiting Japanese swords, a rarity in the country, and lets visitors experience making Japanese blades. We hope visitors will experience the unique charm of Okayama Prefecture.
The style of tourism has changed from the consumption of goods to the consumption of intangible things. Can you give us some recommendations for experiences and activities?
How about a relaxing cruise experience to the islands of art while admiring the beauty of the Seto Inland Sea archipelago, known as the "Jewel of the World"? I also recommend enjoying the 76-kilometer-long Katatetsu Romantic Highway route, which runs along abandoned railroad tracks, and other cycling routes scattered throughout the prefecture in eight locations.
In addition to promoting tourism, do you have any traditional Okayama crafts or local products for daily use that you would like to promote to the outside world?
Bizen Pottery, one of the six oldest kilns in Japan, is a venerable type of pottery that is said to have never ceased firing for more than 1,000 years. The greatest feature is the simple, rustic beauty of the pieces, which are neither glazed nor painted, and no two pieces are alike in their interaction of clay and fire. It is also said that the microscopic pores inside Bizen pottery flasks have the effect of mellowing sake and wine. The more you use them, the more you appreciate their natural beauty, and they have an appeal that blends seamlessly into any lifestyle.
What challenges or problems, if any, does Okayama face in the area of tourism promotion?
Blessed in its natural environment, with mountains and hot springs in the north of the prefecture and the beautiful Seto Inland Sea with its many islands in the south, Okayama Prefecture has many spots and gourmet foods that we would like to introduce. We would like to increase awareness of Okayama Prefecture and extend the time visitors spend in the prefecture by having them tour the various regions in a relaxed manner.
What is your favorite place in Okayama Prefecture? Also, how would you describe Okayama Prefecture in one word?Okayama Prefecture is known as the "Land of Sunshine" because of its warm and sunny climate. Other than its fruits, it also grows vegetables, all bathed in its sunshine, as well as fresh seasonal seafood and many other delicacies. It's also a delight to casually enjoy hot springs such as Okutsu Onsen and Yubara Onsen, where you can enjoy spa water that gushes out of the ground at your feet, which is rare in Japan, and Yunogo Onsen, which is known as a spring for beauty treatment.
If I were to briefly encapsulate Okayama Prefecture, it would be "Kokoro Harebare Oyama no Tabi" (a refreshing and relaxing trip to Okayama), where all five senses are healed.
What is your vision for the future of tourism promotion in Okayama Prefecture?
We will be building Okayama as an appealing tourism region by creating and delivering experiences and other content to meet tourism needs in all parts of the prefecture. Looking forward to the Osaka Kansai Expo 2025 and the Setouchi Trienniale 2025 international art festival to be held in the next year, we will be leveraging the results of the Okayama DC, with plans and events such as scavenger hunts and other services for inbound tourists. We will be harnessing tourism DX (digital transformation), and the Okayama Hareiro (Sunny color) Campaign 2024 of effective and efficient promotions will run in conjunction with the Forest Festival of the Arts. In these efforts, we will be working in partnership with various parties to actively publicize our tourism information and develop strategic promotions to make Okayama the first choice as a tourism destination.
