A Project to Create the Future and Region of the Yoshii River “RYU-IKI”

The areas of Setouchi and Akaiwa City, and Wake Town are blessed with a temperate natural environment, and together they make up a region whose history, culture and economy has developed since ancient times along the Yoshii River. However, it is not exactly an area rich in tourism resources that are capable of attracting large numbers of foreign and domestic tourists. Given these regional characteristics, it is difficult to carry out "Inbound tourism PR" and "Widely coordinated projects" if only relying on the traditional tourism measures for individual cities and towns. This project was created to handle such activities.

Project Leader
Yoshii River “RYU-IKI” DMO

This project is managed by Yoshii River “RYU-IKI” DMO with the support of Setouchi and Akaiwa City, and Wake Town. It is an organization that encourages initiatives to effectively promote the attractions of the region.

ABOUT THE PROJECT

A Project to Create the Future and Region of the Yoshii River “RYU-IKI”

This areas of Setouchi and Akaiwa city, Wake town are blessed with a temperate climate and wealth of nature, people are developing history, culture and economy along the Yoshii River. However, it is uncertain that this area have enough tourism resources to attract a large number of people from domestic and international. Given these regional characteristics, it is difficult to carry out "Inbound tourism PR" and "Widely coordinated projects" if only relying on the traditional tourism facilities for individual cities and towns. This project was created to handle such activities. The targets of the project are to revitalize our area with making tourism as the foundation. Three municipalities cooperating with, complementing side by side to increase time duration of sightseeing and number of people who is in love with the area. Moreover, to achieve the targets, we promise you to make this area alongside Yoshii River the most alive and attractive, with supporting brand new and ongoing projects, with increasing the population and employments.

Regional Resources of the Yoshii River “RYU-IKI”

History/Culture, Food, Nature, Persons, etc.

Yoshii River “RYU-IKI” Revitalization Group

  • Regional Revitalization Cooperation Volunteers Corps
  • Regional Businesses, Regional Residents, Regional NPOs, etc.

Development of Hands-On Activities Menus

Development and planning of menus of hands-on activities related to local tourism facilities, traditional culture, and agricultural and fishing communities

Development of Local Specialties

Development of local specialties in collaboration with the products of producers and know-how of manufacturers active in the area

REGIONAL VITALIZATION

Regional communities play the leading role.

The region plays a leading role in the project.
In addition to regional residents, companies, groups and NPOs, organizations like the Regional Revitalization Cooperation Volunteers Corps play the leading role in reinvigorating the region.
By discovering and enhancing regional tourism resources, we can create links between people, between things and also between people and things in order to create new value and reinvigorate the region.
We will look for new ways to move beyond the boundaries of the three municipalities, and expand our fan base.

  • We will seek to build a consensus with various people involved in our projects that entail promoting tourism-friendly urban development.
  • We will continue to collect and analyze various data.
  • We will create strategies based on clear concepts.
  • We will define KPIs and establish PDCA cycles.
  • We will build systems and make the necessary adjustments to ensure the consistency of tourism-related business operations and strategies carried out by the people involved in our projects.
  • We will engage in promotional activities and the like.
  • As part of our core efforts to promote tourism-friendly urban development, we will create and market travel products to be offered by individual local businesses while also providing tourist services.
  • We will engage in for-profit business operations to ensure stable organizational management.

Catering Businesses

  • Catering businesses need to create and offer menus that include dishes with locally produced ingredients.
  • They also need to create menus in multiple languages and include halal dishes.

Transportation Service Providers

  • Transportation service providers need to ensure intermodal passenger transport.
  • They need to create and issue tickets for planned tours in cooperation with various transportation service providers.

Regional Residents

  • We need to make sure regional residents understand the importance of tourism-friendly urban development.
  • We need to rely on regional residents to act as information providers (by explaining the natural and historical features of the region to travelers).

Accommodation Facilities

  • Individual accommodation facilities need to be improved.
  • The region needs to offer diverse accommodation options such as homestays.
  • Creating an environment that ensures high-level hospitality.

Commerce and Industry

  • We have to create and offer local specialties.
  • We need to develop and implement programs in an effort to promote industrial tourism.
  • The region requires more shops with duty-free retail licenses (in large shopping areas).

Agriculture, Forestry and Fisheries

  • We need to provide experience-oriented programs.
  • The region has to develop and sell products that will boost consumption in the region through sixth sector industrialization.

Administrative Organizations

  • Administrative organizations need to promote tourism (develop strategies).
  • Promotional activities need to be expanded.
  • The infrastructure needs to be updated (landscape, roads, airports, ports, signs, information boards, universal design facilities, etc.).
  • Cultural heritage needs to be protected and tourist facilities need to be made available.
  • Tourism education needs to be provided (including training programs for managers, producers, etc.).
  • The transportation system needs to be improved (including the development of intermodal passenger transport).
  • Various support measures need to be implemented.

"Wakegenic" is an online magazine which provides information about Wake Town in Okayama Prefecture and the "Katatetsu Roman Kaido" cycling route that runs through it. Be sure to check it out if you are planning a cycling trip, a hike, a jogging session, or a road trip in that area.

Details
Setouchi City
瀬戸内市観光協会 うしまどストーリー
Akaiwa City
胸キュン！あかいわ
Wake Town
Wakagenic

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ABOUT DMO

Three Policies Adopted by DMO to
Revitalize and Reinvigorate the Region

The abbreviation "DMO" stands for "Destination Marketing/Management Organization." The goal of this organization is to manage the promotion of tourism in the region by focusing on boosting regional economic performance and operating tourist spots in a way that nurtures pride and love towards the region. A DMO has the following three functions.

1
A DMO plays a pivotal role in the endeavor to build a consensus with various people involved in the projects for promoting tourism-friendly urban development.
2
It continues to collect and analyze various data, creates strategies (branding) based on clear concepts obtained from the data, and also defines KPIs and establishes PDCA cycles.
3
A DMO builds systems and makes the necessary adjustments to ensure the consistency of the tourism-related business operations and strategies carried out by the people involved in related projects. It also engages in various promotional activities.
About DMC
The expression "Destination Marketing/Management Company" is also used in the same context as DMO. A DMC, however, is an organization that aims to manage tourist spots as a corporation.