What Is Micro-Tourism? New Travel Trends in the Post-COVID Era and Regional Revitalization Success Stories

The tourism industry suffered a devastating blow from the COVID-19 pandemic in 2020, recording a shocking 83.3% year-on-year decline in domestic travel spending. To overcome this situation, "micro-tourism" was proposed as a solution. This article explains the features and success stories of this new travel style, which focuses on exploring local areas and neighborhoods within a 1–2 hour radius from home.

What Is Micro-Tourism?

Micro-tourism refers to short-distance sightseeing within a 1–2 hour radius from home, exploring local and neighboring areas. Proposed by Yoshiharu Hoshino, representative of major tourism company "Hoshino Resorts," this new form of travel has attracted attention as a "locally sourced tourism" model that sustains tourism demand while minimizing the risk of infection spread.

Enjoy Tourism Within Your Region

Travel becomes possible without long-distance movement, and in case of emergency, infection conditions are easier to track. This contributes not only to the recovery of the tourism economy but also to the local economy, giving travel itself greater significance.

Rediscover the Appeal of Your Hometown

Local traditional cultures and specialty products that were previously overlooked can be rediscovered, and new business opportunities emerge even in areas that were not prominent as tourist destinations.

Connections With Local People Are Key

Tourism is supported by connections among many people — travel agencies, accommodations, restaurants, and producers. Strengthening local networks is the key to micro-tourism success.

Two Reasons Micro-Tourism Is in Demand

Balancing Infection Prevention and Economic Activity

Domestic travel spending from April to June 2020 fell 83.3% year-on-year. Even after the "Go To Travel" campaign launched, the risk of infection could not be denied. Micro-tourism to nearby destinations makes it possible to maintain tourism demand while avoiding long-distance travel.

Breaking Free From Inbound-Dependent Tourism

The Japan Tourism Agency's "2018 Tourism White Paper" confirmed that tourism was becoming a major driver of Japan's economy due to the increase in inbound visitors. By establishing micro-tourism as a norm, it becomes possible to break free from inbound-dependent tourism and achieve stable tourism economics domestically.

What Is Needed to Make Micro-Tourism Successful?

Polishing the Appeal of the Region

Rather than building new facilities, it is important to uncover the inherent appeal of a region's history and character, and channel it into events and programs. This creates unique value that can only be experienced in that region, while keeping costs low.

Becoming a Place Loved by Local Residents

Acquiring local customers leads to easy repeat visits, supporting the stable maintenance of tourism demand. Unlike one-time inbound visitors, cultivating local fans leads to long-term stable business operations.

3 Micro-Tourism Success Stories

Tottori Prefecture "#WeLove Tottori Campaign"

Subsidized accommodation and tourist facility expenses for residents only, up to 3,000 yen per person. With 237 prefectural facilities registered, the campaign achieved success with approximately 80,000 residents participating.

Tsukioka Onsen "Chika-Tabi"

The Tsukioka Onsen Tourism Association in Shibata City, Niigata Prefecture, launched a site introducing tourist spots within a 30-minute to 1-hour drive. It enhances the thematic and narrative quality of tourism, also functioning effectively as regional branding.

NIPPONIA Kosuge Headwaters Village

A dispersed hotel created by renovating traditional farmhouses in Kosuge Village, Yamanashi Prefecture, about 2 hours from Tokyo by car. Its style — naturally avoiding crowding — made it a popular fit for micro-tourism.

Frequently Asked Questions (FAQ)

Q. Who proposed micro-tourism?

A. Yoshiharu Hoshino, representative of Hoshino Resorts, proposed it as a new way of traveling during the with-COVID era.

Q. What is the scope of micro-tourism?

A. It targets local and neighboring areas within a 1–2 hour radius from home.

Q. What are the benefits for real estate owners?

A. As regional tourism demand grows, surrounding real estate values are expected to rise, and new revenue opportunities such as vacation rentals and serviced apartments may also emerge.