Experience the Perfect Fusion of Urban Convenience and Tranquil Countryside Living
Tochigi Prefecture offers beautiful nature, including the World Heritage Site "Shrines and Temples of Nikko," hot springs, and specialty products typified as strawberries and wagyu beef. It also boasts traditional crafts and unique regional performing arts. We recently had the opportunity to interview Mr. Eiji Okamoto, Director of the Tochigi Prefectural Government Tokyo Office. He actively promotes the prefecture's attractions both within the country and internationally.
Eiji Okamoto
Director, Tokyo Office
Tochigi Prefectural Government
The number of foreign overnight stays in Tochigi Prefecture in 2023 reached 235,000, significantly increasing from 46,000 the previous year. This was a recovery to nearly 247,000 in 2019 before the impact of COVID-19. In terms of overnight stays by country/region, Taiwan took the top spot with 44,000 stays, followed by the United States with 35,000 stays, China with 21,000 stays, and Thailand with 16,000 stays. When looking at the locations of overnight stays, Nikko City recorded 121,000 stays, while Utsunomiya City had 69,000.
Tochigi Prefecture, easily accessible from Tokyo, attracts many day-trip tourists. There's a proposal to renovate a private resort near a popular tourist spot and create a retreat space to promote relaxation for visitors. Tochigi Prefecture is also improving the dissemination of information about the region to tourists visiting Japan. Although most inbound tourists focus on Tokyo, Osaka, and Kyoto, there's potential for growth in the prefecture if the tourism environment is enhanced.
If you plan to travel in the summer, Nasu and Nikko are great destinations. The Nasu Highlands and Oku-Nikko are at high altitudes, making them relatively comfortable even during summer. They are easily accessible from the Tokyo metropolitan area and are popular summer resorts. During the autumn season, you can appreciate the stunning red and yellow colored leaves. Oku-Nikko was a favored summer resort for foreigners from the Meiji period to the early Showa period. The shores of Lake Chuzenji, located at the base of Mt. Nantai, offer stunning seasonal views. We also recommend taking a sightseeing boat to enjoy the scenery from the water.
This year marks the 25th anniversary of registering the Shrines and Temples of Nikko as a World Heritage Site. We will host various events to celebrate this milestone, such as a stamp rally and a limited-time illumination of the shrines and temples. We will also launch a gift campaign for foreign visitors to Japan. Throughout the prefecture, locally rooted festivals will be taking place. In Kanuma City, located in the western part of the prefecture, the Kanuma Autumn Festival is held every October. Visitors can enjoy the "brave and graceful" and "gorgeous" picture scrolls of the era woven by the Kanuma Carved Floats. With a history of over 400 years, this festival is a nationally designated cultural asset registered as a UNESCO Intangible Cultural Heritage, along with 33 other festivals nationwide.
Tochigi City, located in the southern part of the prefecture, hosts the Tochigi Autumn Festival every two years in November. During the festival, beautiful Edo-style doll floats, dating back to the Edo and Meiji periods, parade through the city against the backdrop of the city's iconic “kura-zukuri” (storehouse) streetscape. This year, the festival will be held from November 1st to 3rd. We encourage you to take this opportunity to visit.
Mashiko Town, in the southeastern part of the prefecture, is famous for its pottery. A pottery market occurs there every spring and autumn, offering a wide selection of pottery, local agricultural products, and specialty items. During the last autumn market, around 200,000 people visited over the course of four days. One of the area's recommended foods is the sweet and juicy Japanese pears, which are in season from summer to autumn. Tochigi Prefecture is the third largest producer of Japanese pears in Japan. Additionally, Tochigi Prefecture is known as the "strawberry kingdom," producing Japan's largest volume of strawberries. Strawberries are in season from winter to early spring, so if you have the opportunity, we recommend trying them.
Tochigi Prefecture is well-known for its abundant hot springs. Can you provide guidance on how to fully enjoy hot springs and make the most of hot spring resorts?
Tochigi Prefecture is famous for its abundant hot springs. If you plan to enjoy hot springs in Tochigi Prefecture, it is recommended to choose a hotel or inn with an open-air bath where you can enjoy the view while bathing. There are various hot spring resorts in the area, with Kinugawa Onsen being one of the most well-known. To fully enjoy the experience, it's important to understand the effects of the different spring qualities and to follow proper hot spring etiquette, such as pouring hot water over yourself before bathing and not putting towels in the bath.
The style of tourism has shifted from the consumption of things to the consumption of experiences. What are some popular experiences and activities?
Tochigi Prefecture boasts abundant natural beauty, making it perfect for summer activities such as river rafting, SUP, and canyoning. Visitors can also immerse themselves in the region's rich history and culture by participating in activities like copying sutras at temples.
In Mashiko Town, where we previously mentioned, pottery classes are available in various locations throughout the town. Here, you can easily create your own pottery pieces. You can try using a potter's wheel, hand-forming vessels into any shape you like, and painting them with your favorite designs. The classes typically last 40 minutes to 2 hours and welcome individuals, families, and groups. The staff is accommodating and will assist beginners so that everyone can enjoy the experience with peace of mind. Why not plan a visit? Depending on the location, we can provide an interpreter during the experience so that people from abroad can enjoy it.
I have heard that you are actively promoting film commission activities to attract location shooting for movies, television, etc., and to promote the charm of Tochigi Prefecture through images. What is it like?
Tochigi Prefecture, located near the metropolitan area, boasts abundant video resources, including natural beauty, modern facilities, urban landscapes, and historical sites. As a result, we receive numerous inquiries each year and actively attract filming locations. In 2023, there were 305 films throughout the prefecture, generating a direct economic impact of 138.58 million yen from location-related expenses such as accommodation and meals for film crews. Moving forward, we are committed to supporting works that garner public attention, promoting the allure of Tochigi nationwide, and collaborating with the 13 regional film commissions to facilitate filming, focusing on showcasing the unique regional characteristics and enhancing the prefecture's image to attract tourists and revitalize the area.
What do you personally like about Tochigi? How would you describe Tochigi in one word?Nurturing a rich blend of nature, history, and culture, Tochigi perfectly balances urban and rural living with its well-developed agriculture, commerce, and industry. Tochigi, located about 100km from Tokyo, offers attractions in both urban and countryside settings. In 1989, the prefecture was promoted through various government programs with the slogan “Tokainaka*,” which translates to “City + Countryside.”
Currently, the prefecture is promoted under the catchphrase "Tochigi: Real Encounters." Still, if I were to describe Tochigi in one word, I think it would be this expression "Tochigi: Real Encounter between City and Countryside."
*Refers to an area where you can enjoy the city's convenience and the countryside's laid-back lifestyle.
Tochigi Prefecture boasts numerous world-class tourism resources, such as the breathtaking nature throughout the four seasons, including Nikko National Park. It also houses World Heritage Sites and Japan Heritage Sites that narrate its eternal history, a diverse food culture based on various agricultural products, and abundant hot springs. Embracing the catchphrase "Tochigi: Real Encounters," the prefecture is committed to identifying and refining these exceptional tourism resources and effectively sharing information to provide tourists with valuable cultural experiences. By enhancing the appeal and recognition of the prefecture, Tochigi aims to become a vibrant tourist destination, attracting visitors from both Japan and beyond.
The Tokyo office will also actively promote the prefecture's attractions in the Tokyo and Kansai areas to bring this future vision to fruition.
Attention everyone! You are all invited to visit Tochigi!
