Recruitment Open for 4th Term of "Adventure Tourism Academy: High-Value Experience Production Practical Course" to Drive Successful Inbound Tourism Promotion in Regions!

Learn Practical Know-How from Professional Instructors with Proven Track Records in Japan and Abroad

To tourism business operators and local government officials who worry, "My region has nothing to offer..." The "Adventure Tourism Academy: High-Value Experience Production Practical Course," which teaches the secrets to awakening dormant tourism resources and attracting high-spending inbound travelers, will start its 4th term this autumn with an updated, more practical curriculum. Won't you transform your region into a world-renowned tourist destination?

The Adventure Tourism Academy, organized by the Japan Adventure Tourism Council (Head Office: Minato-ku, Tokyo; Representative Director: Masayuki Onishi), is now accepting applications for its 4th term in fiscal year 2026. This course is ideal for solving the challenges faced by businesses in regions working to attract inbound tourists.

View Details

1. Voices from Online Course Participants

The Adventure Tourism Academy online course has produced 70 graduates from its 1st to 3rd terms. Leveraging the practical lecture content from a diverse range of instructors, participants have reflected their learning in their respective businesses. We have received numerous positive reviews from participants.

(1) Overall Satisfaction with the Online Course

Q. How satisfied were you with the course overall? A. A majority were very satisfied, with 98% satisfied overall. (Total for 1st to 3rd terms, n=36)

(2) Participant Testimonials

"The live lectures were held from 3 PM on weekdays, making it difficult to coordinate with my work schedule, so I couldn't attend. However, being able to take the course via archived videos and receive answers to my questions from the instructors was very beneficial. The field training was also meaningful as a culmination." (3rd Term, Guide and Representative of Guide Company, Miyagi Prefecture, Male)

"It was a very valuable opportunity to hear directly from pioneering expert instructors. I believe the effect would be even greater if key individuals in the region were to take the course." (2nd Term, Travel Agency, Miyagi Prefecture, Male)

"There was a lot of very interesting content, and I learned a great deal. I believe the concept of AT is an essential element for sustainable inbound tourism promotion in rural areas, and I intend to deepen my promotional efforts based on this course." (1st Term, Travel Agency, Fukuoka Prefecture, Male)

"I gained a comprehensive understanding of adventure tourism. I received hints on how to create tours that would resonate with high-end inbound travelers." (1st Term, Sole Proprietor, Oita Prefecture, Male)

"While delving into similar themes, none of the courses felt repetitive, and I enjoyed participating in all of them. I appreciate the overall coordination." (2nd Term, Travel Agency, Kyoto Prefecture, Male)

2. 3rd Term Field Training Report

From February 24th to 26th, 2026, a field training session (optional, separate fee) was held for online course graduates, visiting the advanced AT regions of Akan and Teshikaga in Hokkaido.

(1) Field Training Report

On the first day, lectures and fieldwork were conducted in Kawayu Onsen. We learned about national park initiatives from Mr. Okuno of the Ministry of the Environment (general lecture), fieldwork with Mr. Kinase, who is dedicated to regional revitalization in Kawayu Onsen, and the structure of the Kushiro River Headwaters Network.

Group photo with participants and staff at Mt. Io

Discussion with canoe operators

On the second day, we experienced the potential of Eastern Hokkaido's nature firsthand with a canoe tour of the Kushiro River headwaters early in the morning. At Lake Akan, we participated in the Bokke Forest Snow Walk and experienced AT guide skills. A discussion was also held with guide Mr. Takada.

The Kushiro River headwaters tour started from Lake Kussharo

On the Bokke Forest Snow Walk, we even stepped onto the frozen surface of Lake Akan

Welcome reception around a BBQ on the second evening

BBQ reception in the living room of the accommodation facility "Akan Terrace"

On the morning of the third day, a workshop was held to refine participants' regional roadmaps. In the afternoon, participants were dismissed at the airport. The process of reflecting the learning experienced on-site into future business was carried out.

Workshop to refine participants' own roadmaps created through the online course through fieldwork

(2) Satisfaction and Participant Feedback

100% satisfaction! The training was highly praised.

"The schedule and pacing were not rushed, allowing for a comfortable experience. The exchange of opinions with guides after the activity experience was wonderful for reflection. The reception dinner was also good." (Guide and Representative of Guide Company, Miyagi Prefecture, Male)

"Being able to experience the natural resources of Akan and to hear directly from local businesses about their initiatives and challenges made it easier for me, as an airline representative, to consider how we can contribute to the region." (Airline Company, Tokyo, Female)

"Unlike many participants from Hiroshima and Tohoku, the quiet guiding style that utilizes Hokkaido's nature was impressive, showing me another approach to guiding." (Regional Revitalization Volunteer, Miyagi Prefecture, Male)

Details of Field Training Implementation Here

3. 2026 Fiscal Year 4th Term Adventure Tourism Academy Online Course Overview

The 4th term of fiscal year 2026 will commence on September 9th, 2026 (Wednesday) (14 sessions total / 11 lectures + 3 workshops).

◆ Updated for More Practical Content

Two individuals currently active as AT operators in their regions have been newly appointed as online course instructors.

Mitsumasa Goto Director, In-Outbound Tohoku

Koji Kawaguchi General Manager, Ok Japan Inc.

Workshop sessions among participants will be scheduled (3 sessions in total).

Lecture time has been extended from the previous 1.5 hours to 2 hours. 30 minutes after each lecture will be dedicated to group work for attendees, providing an opportunity to deepen understanding of the lecture content.

Two of the three workshop sessions will be held in the evening to accommodate those working during weekday business hours.

◆ Objective: To foster human resources capable of creating valuable experiences in collaboration with diverse regional stakeholders. Through this, we aim to cultivate leaders who can maximize regional appeal and promote sustainable tourism.

View Details

◆ Recommended for:

DMOs and DMCs looking to develop inbound-ready content. You will understand how to refine your region's appeal by referencing case studies from other areas.

Local government tourism department officials whose mission is regional revitalization through inbound tourism promotion. You will acquire practical strategies and business promotion know-how.

Travel agencies sensing inbound potential or those considering entrepreneurship. You will understand the inbound industry structure, relationships between players, and how to develop your business.

◆ Features:

Learn the latest inbound tourism promotion know-how and success stories directly from experts with domestic and international track records.

Online course accessible anytime.

Curriculum combining theory and practice based on sustainable tourism region development.

Practical field training in advanced regions to improve skills through on-site experience.

Deepen connections with fellow participants and instructors, fostering mutual long-term career support and the formation of a nationwide AT network.

◆ Schedule: September - December 2026 (14 sessions total)

◆ Overview:

Online lectures and workshops from experts in various themes active domestically and internationally

11 instructors will provide a total of 11 lectures + 3 workshops.

Course Fee: ¥280,000 (¥230,000 for JATO members)

Field Training in Advanced AT Regions (for online course graduates, separate application and fee required)

To be held in the advanced AT regions of Teshikaga and Lake Akan (planned). Lectures by local experts on the protection and utilization of the region's natural environment. Participants will engage in actual activities.

Course Fee: ¥200,000 (¥180,000 for JATO members)

Free Access to Exclusive Online Salon Videos

An online salon where you can watch exclusive videos from experts on the latest tourism trends, not limited to AT.

Usage Fee: Free for course participants (¥1,000/month for non-participants)

◆ Message from Organizer: Adventure Tourism Academy Secretariat, Deguchi

"We have received many comments from participants stating that the content was useful for their future business. The field training also provided a valuable learning opportunity. Through the operation of this academy, we aim to train individuals who can contribute to the realization of sustainable tourism by promoting the wonderful appeal of regions to the world, and to assist in business collaboration. Let's learn together."

Apply Here

Organizer Profile

Japan Adventure Tourism Council (English Name: Japan Adventure Tourism Organization, Abbreviation: JATO)

Location: 6F Shiodome City Center, 1-5-2 Higashi-Shimbashi, Minato-ku, Tokyo 105-7106 (Within JTB Research Institute, Inc.)

Representative Director: Masayuki Onishi

View Details

About the Adventure Tourism Academy

The Adventure Tourism Academy is a joint project established in April 2023 by the Japan Adventure Tourism Council (JATO), Japan Airlines Co., Ltd., and JTB Corporation.

Its mission is to contribute to the development of Japan's tourism industry and regions by promoting knowledge sharing and improving the reception environment for the development and increased recognition of adventure tourism (AT) in Japan. It aims to provide solutions to the challenges faced by stakeholders.

View Details

<Inquiries Regarding the Academy>

Please feel free to contact us. Individual online consultations regarding enrollment are also available (free of charge).

*Please complete your application by September 8th, 2026 (Tuesday). Enrollment is possible after this date, but lectures prior to enrollment will be available via archive distribution.

Japan Adventure Tourism Council

Adventure Tourism Academy Secretariat, Contact: Deguchi [email protected]

Apply Here → https://academy.japanat.org/

*Please be aware that impersonating websites have been confirmed. Thank you for your attention.