Mirai Resort Commences Management of 'Nasu Ichiya Hotel', Bringing Revitalization Expertise from Achi Village to Nasu Highlands

Mirai Resort (Headquarters: Minato-ku, Tokyo; Representatives: Fumiya Suzuki, Nobuto Mikura) announced that it will commence management of the 'Nasu Ichiya Hotel' in the Nasu Highlands area of Tochigi Prefecture starting June 10, 2026.

To date, the company has provided value-up support for hot spring ryokans through management contracts and M&A, including its operational track record at 'Hirugami Onsen Shikinoori Hanaya' in Achi Village, Nagano Prefecture. This expansion into the Nasu Highlands represents a full-scale horizontal deployment of its regional revitalization model, leveraging the knowledge and know-how gained from previous projects.

Regional lodging facilities across Japan face common challenges, including labor shortages, declining customer attraction, and rigid profit structures. Mirai Resort aims to promote 'on-site hospitality x management reform x regional collaboration' as a unified strategy. By using the revitalization of a single ryokan as a starting point, the company intends to build a pioneering model case that leads to tourism revitalization and sustainable regional economic development throughout the entire Nasu Highlands area.

Background of the Management Contract

The Nasu Highlands is a highland resort area blessed with rich natural environments and hot spring resources. Due to its accessibility—approximately two hours from the Tokyo metropolitan area—it has attracted attention as an area with diverse lodging needs, including families, couples, seniors, and, increasingly, 'workation' users. However, the environment surrounding regional lodging facilities is changing significantly. Challenges such as diversifying travel styles, shifts in customer acquisition channels, and labor shortages are not limited to Nasu but are universal across Japan. In this environment, the question is how to preserve and pass on the inherent value of locally rooted hot spring ryokans to the next generation.

Mirai Resort's Strengths and Approach: Why 'Walk Alongside' Instead of 'Revitalize'?

Unlike standard hotel management companies that implement uniform efficiency through manuals, Mirai Resort's approach is 'site-led and attraction-maximizing,' respecting the will of the on-site staff and working side-by-side with them.

[Mirai Resort's 3 Core Values]

- Systematizing On-site 'Hospitality' Supporting back-office digital transformation (DX) and optimizing work flows to create an environment where on-site staff can focus on providing service to guests.

- 'Stakeholder' Hands-on Management Rather than merely giving external instructions, the company's professionals dive deep into the field and solve problems from the same perspective as the staff.

- Approaching 'Area-Wide Tourism Development' in Partnership with the Community Instead of viewing ryokan revitalization as a single 'point,' the company aims to revitalize the Nasu area as a 'plane' by leveraging the overall charm of the region. By applying the know-how cultivated through its support for 'Hirugami Onsen Shikinoori Hanaya' and incorporating Nasu's unique nature and food into the lodging experience, the company aims to create a ryokan that grows the fan base for the entire region.

Goals for Nasu Ichiya Hotel

In managing the 'Nasu Ichiya Hotel,' Mirai Resort will also focus on its core strengths.

Specifically, the company will re-examine value-up efforts, focusing on maximizing and promoting the facility's long-standing inherent charm. It plans to redesign lodging plans based on existing assets—'Food x Hot Springs x Healing'—including the hotel's overwhelming differentiator: 'free private open-air baths,' cuisine featuring fresh 'Nasu Highlands vegetables' delivered directly from contract farmers, and original sweets by an in-house pastry chef. Furthermore, the company aims to strengthen sales channels, including online travel agencies (OTAs), and enhance information dissemination via official websites and social media.

In the future, the company aims to use the revitalization of this one ryokan as a springboard to nurture initiatives that lead to tourism revitalization and sustainable regional economic development across the entire Nasu Highlands area. By rooting itself in the region one step at a time, Mirai Resort aims to construct a regional revitalization model that can be disseminated from Nasu Highlands to the rest of Japan.

Facility Overview

Facility Name: Nasu Ichiya Hotel Address: 204-14 Yumoto, Nasu-machi, Nasu-gun, Tochigi Prefecture Official Website: https://nasu18.com/ Management Start Date: June 10, 2026 Management Company: Mirai Resort