We support “tourism-driven community development” to balance the needs of visitors and residents, revitalize local industries, create new business opportunities, and enhance local living environments—leveraging tourism to address urban and regional challenges.
We support regional branding through tourism promotion, particularly in areas facing challenges such as declining birthrates, aging populations, and depopulation. We also develop tourism-driven initiatives to increase visitor numbers, create vibrant destinations, and foster new industries.
In recent years, population decline and aging have become critical social issues. In regional cities, population outflow to metropolitan areas, the hollowing out of downtown districts, and depopulation in mountainous areas are accelerating, having serious impacts on local economies and living environments. Meanwhile, in major cities and popular tourist destinations, overtourism driven by the increase in international visitors is leading to traffic congestion, deteriorating living conditions, and a decline in the quality of the tourist experience—negatively affecting both residents and visitors.
We support “tourism-driven community development” to balance the needs of visitors and residents, revitalize local industries, and improve living environments in response to these challenges.
Through rigorous research, in-depth analysis, and stakeholder alignment, we support governments and regions in developing effective tourism promotion strategies. We further provide strategic guidance to strengthen regional brands and drive sustainable growth.
From a regional management perspective, we provide strategic support for the establishment of DMOs (Destination Management Organizations) to serve as driving forces in regional tourism development, offering comprehensive consulting services through the entire process, including the formulation of business plans. <DMO Establishment Support / Business Plan Development Support> We thoroughly examine the region’s current challenges and potential for tourism promotion to clarify the necessity of establishing a DMO and its multifaceted benefits.While leading the consensus-building process within the region, we assist in conducting a comprehensive inventory and discovery of tourism resources, as well as exploring strategic directions. From identifying target demographics based on detailed demand surveys and analysis to supporting the development of brand concepts and narratives, we provide support for every step necessary to establish a DMO, working closely with the local community throughout the process.
We assist in developing basic concepts, action plans, and specific measures for tourism-driven town development tailored to local challenges.
In regions where the utilization of underutilized real estate—such as vacant homes and the preservation and reuse of historic buildings—presents a challenge, we help revitalize the local economy by transforming these assets into tourism resources, such as distributed hotels and community hubs.
From the renovation of existing accommodations to the construction of new facilities, we help enhance the overall appeal of the region by focusing on community-integrated lodging through marketing, conceptual design, and the development of master plans.
In today’s rapidly changing world—marked by shifts in social environments, values, and technological advancements, where the unexpected is the norm—we believe it is impossible to predict a single, specific point in the near future. To adapt flexibly to these changes and ensure our survival, we must not only envision a future that suits our interests but also hone our ability to look ahead and gain insights into multiple potential future scenarios that could unfold. This is particularly true when considering matters over a medium- to long-term horizon, such as “community development,” and aiming to sustain prosperity over the long term; a single-minded “future forecast” will limit strategic options. We utilize the methodology of scenario planning to map out the region’s future across multiple scenarios and assist in discussing potential courses of action with all stakeholders.
JTB Tourism Research & Consulting has entered into a partnership agreement with NTT Urban Solutions Research Institute, Inc. To launch the “Tourism Town Development Co-creation Lab” (hereinafter referred to as the Co-creation Lab), the two organizations will combine their respective think tank capabilities: US Research Institute’s expertise in urban development—based on its knowledge of real estate, construction, energy, and ICT—and JTB Tourism Research & Consulting’s expertise in tourism, including social trends and consumer behavior within the tourism industry. Through the Co-creation Lab, the two companies will work together with local governments, tourism-related businesses, and regional stakeholders nationwide to pursue the future envisioned by each region. They will provide support aimed at revitalizing local communities by formulating tourism visions and planning and proposing tourism resources to address various social and regional challenges from the perspective of “tourism-driven town development.”
Support for the formulation of KGIs and KPIs, the development of data collection and analysis frameworks related to those KGIs and KPIs, and the conduct of visitor surveys, resident surveys, and surveys of local businesses, all aimed at establishing a data-driven management system for the DMO
In Ogasawara Village, we conducted market research on the demand for OEM prepared foods, followed by product development and distribution planning, thereby supporting the development of OEM prepared foods.
Supporting the organization and operation of a business idea contest (known as "Shima Challenge 2025") aimed at revitalizing remote island communities in Nagasaki Prefecture and addressing local challenges. Our primary focus is on soliciting business ideas from the islands, providing support for refining those ideas, and fostering community building among individuals, businesses, mentors, and experienced entrepreneurs both on and off the islands, with the goal of creating an environment that helps people better understand the islands.
