SDGs Adventure Tourism Kesennuma

Adventure tourism (hereinafter referred to as AT) travelers are characterized by a high proportion of well-educated, wealthy people, many of whom are particular about outdoor gear (equipment and equipment), and is said to have a large economic ripple effect. In addition, when travelers select their travel destinations, they not only consider the attractions of the area itself, but also whether they can contribute to the sustainability of the local natural and social environment through AT, and so high-quality travel programs are required that are designed from a different perspective than traditional travel. With the above in mind, we have summarized the benefits of doing AT in Kesennuma.

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  Great contribution to economic recovery

  Although AT shares commonalities with ecotourism and green tourism in terms of experiencing nature and different cultures, the core element of AT is "fun" as a leisure activity, making it attractive for travelers to be more proactive in spending money, and the market is thought to be expanding.
  → The domestic market size is said to be about 1 trillion yen (about 2.3 trillion yen if gear is included) (ecotourism 59 billion yen, green tourism 43 billion yen). The global market size is said to be about 50 trillion yen. *From Adventure Travel Association
  In addition, AT travelers tend to stay longer, so there are high hopes that this trend towards longer stays will lead to efforts to increase overnight stays.

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  Perfect for a travel style that avoids the 3 Cs

  As we move towards the with-COVID-19 and post-COVID-19 era, values ​​regarding travel have changed dramatically, with a growing preference for "small group travel," "travel to places away from cities," and "travel to enjoy nature," and it is expected that AT will lead the tourism market.

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  Perfect for this local asset

  It is precisely because it is a rural area that it is rich in natural and agricultural, forestry and fishery resources, and it has all three elements necessary for AT (activity, nature and different cultures).
  This region is believed to be rich in materials for AT, including the attractions of the sea, particularly its swimming beaches and national parks, natural resources such as starry skies, Karakuwa Olle, and memories of the earthquake disaster, a fishing culture and the food culture connected to it, and a history of gold production.
  At the same time, AT places importance on boosting the local economy through tourism, and aims to balance the "protection" and "utilization" of nature and culture in order to ensure their sustainability. It can be said to be an effort to sustainably link local assets to economic value through tourism.