Last week the Destination Tohoku campaign commenced as the tourism promotion vehicle for the region affected by the 3/11 earthquake and tsunami, with the hope of local authorities and the region’s tourism industry that such efforts can lure visitors back to the disaster-hit region as part of its recovery.
The ¥800m campaign, which runs through to the end of March 2013, aims to showcase the abundant riches of local charms such as hot springs, festivals, shopping, local food, cherry blossoms, and secure the support of domestic tourism also, for instance from school excursions and business events.
The campaign divides the Tohoku region into 28 tourism zones, including Hirosaki in Aomori Prefecture, Hanamaki/Tono in Iwate Prefecture, Matsushima in Miyagi Prefecture, Shonai in Yamagata Prefecture, and Fukushima, with the northernmost zone as Shimokita, Aomori Prefecture, and the southernmost Iwaki, Fukushima Prefecture. Visitors are welcomed on arrival in each zone, often near to JR stations, and given all relevant information and assistance required. They are also encouraged to visit as many zones as possible via a Tohoku Passport, which not only provides discounts in selected attractions but also acts as rewards system with gifts.
As well as hopefully stimulating the regional economy, the Destination Tohoku campaign is also viewed by the Japan Tourism Agency as a means to gather much-needed data on visitor perceptions and footfall, which can then be used to both enhance the visitor experience and work up future strategies for tourism promotion throughout the rest of the country.
You can visit the official site for more information.
