Ehime Prefecture Opens Applications for '2026 Guide Training Program for Inbound Tourists from Europe, America, and Oceania'

Wawo Japan Travel Co., Ltd. (headquartered in Minato-ku, Tokyo), which specializes in inbound travel arrangements and consulting, will once again oversee the training program to develop inbound guides for Ehime Prefecture, hosted by the prefectural government. This training program, which the company has operated for four consecutive years, will be divided into three tracks this year: a 'Beginner Course' open to all regardless of prior guiding experience, an 'Intermediate Course' for certified tour guides, and a course for those who wish to take only the foundational online training.

Photo: Field training from a previous year at Iwayaji Temple

Training Program to Build Knowledge and Experience Through Practical, Level-Based Courses

The number of foreign tourists visiting Ehime Prefecture continues to grow annually. In 2024, the prefecture ranked second nationwide in year-on-year growth of foreign overnight stays, trailing only Ishikawa Prefecture※1. The Matsuyama area receives the highest number of foreign visitors within the prefecture※2, and in 2025, the number of international tourists increased by 39.1%, setting a new record for the second consecutive year※3.

To ensure that foreign travelers from Europe, America, and Oceania have a more satisfying experience and explore various regions within Ehime, thereby increasing tourism spending across the prefecture, Ehime has actively promoted training programs for inbound guides. This year marks the fourth year of this initiative.

For the first time this year, the program will be divided into two distinct tracks: an 'Intermediate Course' targeting individuals who hold a certified tour guide license and wish to deepen their practical skills, and a 'Beginner Course' for anyone—regardless of certification or experience—who wishes to learn foundational content. Participants in both courses will first acquire basic knowledge of inbound guiding and learn about Ehime’s tourism offerings through online lectures led by professionals active in the inbound industry. They will then visit popular areas within the prefecture and practice guiding under simulated real-world conditions, gaining hands-on experience. Additionally, Intermediate Course participants will have networking opportunities with travel agencies and tourism businesses—both within and outside the prefecture—that serve foreign travelers, helping them become immediately employable talent.

Applications are now open to individuals interested in supporting inbound tourism in Ehime.

※1: Source: Japan Tourism Agency, 'Overseas Travel Statistics' (November 28, 2025) https://www.mlit.go.jp/kankocho/tokei_hakusyo/shukuhakutokei.html

※2: Source: Japan Tourism Agency, 'Overseas Travel Statistics' (November 28, 2025) https://www.mlit.go.jp/kankocho/tokei_hakusyo/shukuhakutokei.html

※3: Source: Matsuyama City, 'Estimated Number of Tourists in Matsuyama City' (November 28, 2025) https://www.city.matsuyama.ehime.jp/shisei/keikaku/kanko/suitei.html

【Program Overview】

Program Name: 2026 Guide Training Program for Inbound Tourists from Europe, America, and Oceania

Host: Ehime Prefecture

Fee: Free of charge

URL: https://wawojapan.co.jp/2026ehimeguidetraining-2/

※For detailed application guidelines and important notes, please visit the URL above.

〇 Course Options

Three options: Beginner Course, Intermediate Course, and Foundation Training Only

〇 Course Details

【Online Foundation Training】

※Common to both Beginner and Intermediate Courses

※Applications are accepted for the online foundation training only. Please note that participation in the field training requires completion of the online foundation training.

Lecture ①: 'Basics of Inbound Guiding'

Instructor: Mr. Kenichi Takagi, Nationally Certified Tour Guide, Wawo Japan Travel Co., Ltd.

Lecture ②: 'First Steps as an Inbound Guide'

Instructor: Mr. Kenichi Takagi, Nationally Certified Tour Guide, Wawo Japan Travel Co., Ltd.

Lecture ③: 'Fundamental Knowledge of Ehime Prefecture'

Instructor: Dr. Ruth Virgin, Former Special Professor at Ehime University

Lecture ④: 'Tourism Content in Matsuyama City'

Instructor: Dr. Ruth Virgin, Former Special Professor at Ehime University

Lecture ⑤: 'Fundamentals of the Shikoku Pilgrimage' ※Mandatory only for Intermediate Course

Instructor: Ms. Atsuko Ikezu, Nationally Certified Tour Guide

＜Beginner Course＞

【Pre-Orientation Session】

Date: August 25 (Tue), 12:00–13:30 (tentative)

Location: Online

Speakers: Mr. Kazuo Ito and Mr. Keiji Tanaka, Nationally Certified Tour Guides, Shikoku Tourism Interpreter Association

【Field Training】

Date: September 11 (Fri), 9:00–18:00 (tentative)

Meeting/Dispersal Point: JR Matsuyama Station (tentative)

Areas Visited: Matsuyama Castle, Dogo Onsen, Isetsu-ji Temple (tentative)

＜Intermediate Course＞

【Pre-Orientation Session】

Date: August 27 (Thu), 12:00–15:30 (tentative)

Location: Online

Speakers: Mr. Kazuo Ito, Nationally Certified Tour Guide, Shikoku Tourism Interpreter Association; Ehime University, Shikoku Pilgrimage and World Pilgrimage Research Center; Dogo Art Executive Committee Secretariat

【Field Training】

Day 1: Matsuyama

Date: September 12 (Sat), 9:00–17:30 (tentative)

Meeting/Dispersal Point: JR Matsuyama Station (tentative)

Areas Visited: Matsuyama Castle, Dogo Onsen, Isetsu-ji Temple (tentative)

Day 2: Pilgrimage Route

Date: September 13 (Sun), 8:30–17:30 (tentative)

Meeting/Dispersal Point: JR Matsuyama Station (tentative)

Areas Visited: Iwaya-ji Temple, Sakamoto-ya, Yashima-ji Temple, Joruri-ji Temple (tentative)

【Networking Event】

Date: September 14 (Mon)

Time: 10:00–13:00 (tentative)

Location: Near Dogo Park (tentative)

【Previous Years’ Highlights】

2025 Program Announcement: https://wawojapan.co.jp/2025ehimeguidetraining/

2024 Program Report: https://wawojapan.co.jp/ehimeguidetraining2024/

【Inquiries】

Training Office (c/o Wawo Japan Travel)

E-mail: [email protected]

Tel: 03-6823-0906 (Weekdays 9:30–18:00)