Japan's Akita Pref. draws tourists with pitch for lesser-known charms

Akita Prefecture in northeastern Japan is aiming to attract more tourists by highlighting its lesser-known attractions and offering unique experiences. Situated on the Sea of Japan coast, the region seeks to challenge its reputation as a distant destination and introduce visitors to activities such as strolling with an Akita dog, a breed officially recognized as a natural monument since 1931, through snowy terrain.

The tourism push kicked off in May-July, emphasizing Akita's accessibility from major cities like Tokyo and Osaka, with flights taking approximately an hour from Tokyo and 90 minutes from Osaka.

Boosted by coupons providing up to 12,000 yen ($75) for accommodations, the campaign saw a surge in overnight stays in Akita during June, with a 34.4 percent increase compared to the previous year, marking the highest growth among Japan's 47 prefectures. This surge was so significant that the coupons were nearly fully consumed within a month, prompting the prefecture to issue additional ones to keep up with demand.

During the winter phase, launched in October, the focus shifted towards Akita's culinary delights, sake production, and the Akita dog, among other attractions. The campaign also continued to offer discounted coupons. Travelers were encouraged to taste sake crafted from locally grown rice and indulge in kiritanpo hot pot, a local specialty consisting of grilled rice, chicken, and vegetables.

By early November, most coupons had been distributed, but more were expected to be released via travel booking website Jalan starting November 24, according to a prefectural official.

The campaign, slated to continue through the end of February, faced the possibility of an early end if its budget was exhausted, as noted by a prefectural official. A survey of approximately 3,700 travelers conducted by the prefecture in August revealed that around 20 percent of respondents credited the campaign with influencing their decision to choose Akita over other prefectures, with over 95 percent expressing a desire to return.

Governor Kenta Suzuki expressed optimism about Akita's potential as a winter destination, stating, "Winter is the off-season, but we're aiming for our best results yet."