--Foreign tourists are fascinated by poetic charm of Japan. Tourism resources original to Japan exist somewhere just around you--

--Do international visitors to Japan only want to see well-known tourist destinations and attractions such as Mt. Fuji, Kyoto and Tokyo Disneyland? 'Treasures of tourism' that are appreciated by foreign visitors are also found in a traditional daily life in Japan.--

"Suigo" originally signifies an environment spread in Itako and Sawara region in Chiba Prefecture alongside the lower reaches of Tone River. Until about 30 years ago, the region was a watertown where narrow waterways ran everywhere. Local life used to depend largely on boats. So did weddings. The bridal boat parade* used to be a traditional bridal etiquette in Suigo area. Although half-forgotten by now, the parade remained giving region's poetic charm until not so long ago. Today it is revived and attracting tourists.

It may not be simple to defy a region's 'original' tradition and culture. However, the Suigo case tells us that a region could re-discover them out of something that used to be closely connected to daily life. A poetic charm such as the bridal boat can be a best asset inherited over the years in a region's natural features. Today, tourists would rather look for this type of attractions.

Because of its favorable location, approximately 30 minutes by car from Narita International Airport, Suigo Sawara region today is gradually receiving a number of foreign tourists. As shown in the survey below, interests of foreign tourists visiting Sawara include "Experiencing the Japanese culture", "Viewing performances of the Japanese culture" or "Personal exchange with local people". They appear highly attracted to Japanese people's ordinary living, which is too common to the Japanese themselves. Food seems to be an important element also. According to the survey, foreign tourists would like to enjoy dining either at historical Japanese style buildings, Japanese gardens, with traditional entertainments, or having box lunch served on boat.

"Food" is something most directly related to natural features of a region. To cultivate tourism demand, a region does not need to pursue excessive uniqueness or newness. Rather, just as food, a region can re-examine its poetic charm through recollection. Attractiveness and 'treasures' of the region could be found somewhere unexpectedly close. "An alternative Japan discovered through recollection" would touch not only the hearts of foreign tourists but also those of Japanese visitors who are too accustomed to standardized urban life.

Excepted services provided to enjoy a historical town (number of respondents:50)

Source:Intentions suvery of foreign tourists visiting Sawara Autumn Grand Festival in 2004 and 2005

Venue and environment where foreign tourists would prefer to dine (number of respondents:50)

Source:Intentions suvery of foreign tourists visiting Sawara Autumn Grand Festival in 2004 and 2005

The Bridal Boat Parade used to be a poetic charm, commonly observed in the region. The revived poetic charm today becomes an original tourist attraction. (photo: Sawara, Katori City, Chiba Prefecture)

A region's local festival is an important inheritance of local culture and tradition. It can excite both foreigners and the Japanese. Carrying festival lantern, though being nothing unusual for most Japanese, could be a very unique occasion for international visitors to experience Japanese culture (photo: Sawara Autumn Grand Festival in Katori City, Chiba Prefecture)

*The Bridal Boat
In the Suigo region, local life used to depend mostly on canals running through the whole area. So brides traditionally took boats to wedding ceremony with gifts and belongings aboard

Map of Itako and Sawara region in Chiba Prefecture