Q: Please tell us about "Adventure Travel", which is called a new Japanese industry.
Adventure travel (AT) is a form of travel that involves interacting with local people through activities in nature and experiencing different cultures. It is defined as "a trip that consists of two or more of the following three elements: activities, nature, and cultural experiences." Ideally, interaction during activities should not be one-way, but two-way between tourists and locals. While valuing nature, culture, and the region, efforts are underway to link local resources to economic value through tourism. This is typical adventure travel.
On the Tokyo mountain side, we offer not only this general adventure travel, but also adventure travel with even higher added value. Specifically, our goal is to convey and experience the deep charm of Japan that even Japanese people are unaware of, such as Japan's temples and shrines, traditional crafts, traditional performing arts, and food culture born from diverse nature. There are gemstones that lie dormant all over Japan, so I want to dig up the gemstones that lie dormant all over the country, polish them, make them shine, and convey the charm of Japan to people around the world.