Symposium Held to Discuss the Future of Brewery Tourism

Keynote Speech and Panel Discussion by JR Kyushu President Furumiya

The Japan Sakagura Tourism Promotion Council, administered by the Japan Tourism Promotion Association (Headquarters: Minato Ward, Tokyo; President: Masanobu Komeda, Chairman of Mitsui Fudosan Co., Ltd.), held its Reiwa 8 annual general meeting and symposium in Tokyo on July 9, Reiwa 8.

The symposium featured a keynote speech by Yoichi Furumiya, President of Kyushu Railway Company, followed by a panel discussion with Katsutoshi Matsuo, Mayor of Kashima City, Saga Prefecture; Naoki Iimori, Representative Director of Tokuji Sake Brewery Co., Ltd., known for its "Nabeshima" brand; Yuichiro Nakamura, Representative Director of Kashima City Tourism Association; and Shukie Hiraide, Standing Director of the Japan Sakagura Tourism Promotion Council. Approximately 120 participants filled the venue to capacity, engaging in lively discussions on regional revitalization through "Sakagura Tourism®" (※), promoting the appeal of Japanese alcoholic beverages, and the potential for public-private collaboration in tourism promotion.

Prior to the symposium, the annual general meeting reviewed and approved, as proposed, the business report and financial statements for Reiwa 7, as well as the business plan and budget for Reiwa 8.

◆ Symposium Overview

Keynote Speech

Yoichi Furumiya, President of Kyushu Railway Company, delivered a keynote address titled "Collaborative Initiatives with Local Communities at JR Kyushu." He shared case studies such as the D&S (Design & Story) trains "Nanatsuboshi in Kyushu" and "Kanpachi Ichiroku," as well as the "Kyushu Ekiben Grand Prix" and "Station Master Local Election," discussing how railways and tourism contribute to regional development.

Panel Discussion

Following the keynote, Katsutoshi Matsuo (Mayor of Kashima City), Naoki Iimori (Representative Director, Tokuji Sake Brewery), Yuichiro Nakamura (Representative Director, Kashima City Tourism Association), and Shukie Hiraide (Standing Director, Japan Sakagura Tourism Promotion Council) took the stage. Drawing from their respective experiences, they exchanged views on regional revitalization and tourism promotion through Sakagura Tourism, enhancing the brand value of Japanese alcoholic beverages, and increasing visitor attraction to local areas. The session was moderated by Yuki Aoi, a sake samurai and freelance announcer.

◆ Networking and Reception

After the symposium, a networking session was held, enabling participants and panelists to exchange business cards and share information. This provided a valuable opportunity for cross-sector interaction among breweries, local governments, tourism organizations, and travel agencies.

The subsequent reception began with a toast using "Nabeshima" sake, followed by an informal gathering where participants enjoyed premium sake provided by 10 breweries across Japan. Discussions on the future development of Sakagura Tourism continued in a warm and friendly atmosphere.

Keynote Speech, Panel Discussion, and Networking Reception

◆ About the Japan Sakagura Tourism Promotion Council

The Japan Sakagura Tourism Promotion Council aims to contribute to the tourism development and economic growth of sake breweries and their surrounding regions by promoting Sakagura Tourism to domestic and international audiences. It also seeks to expand consumption and enhance the value of Japanese alcoholic beverages, including sake, shochu, awamori, wine, beer, and whisky.

The Japan Tourism Promotion Association has served as the secretariat of the council since Reiwa 1, working in collaboration with related organizations to promote and popularize Sakagura Tourism.

◆ Joining the Council

The Japan Sakagura Tourism Promotion Council welcomes participation from a wide range of stakeholders who support its mission, including breweries, local governments, DMOs, tourism associations, travel agencies, alcohol and tourism-related businesses, and media organizations.

Members benefit from various support programs, including information sharing on Sakagura Tourism, access to seminars and study sessions, provision of the standardized tool "Sakagura Guide" for welcoming international visitors, information dissemination via the official website and social media, and outreach to travel agencies and media.

Together with those committed to regional revitalization and promoting the appeal of Japanese alcoholic beverages through Sakagura Tourism, we aim to foster new connections and boost visitor attraction.

Exhibition at Tourism EXPO Japan, brochure production, overseas promotion

[About the Japan Sakagura Tourism Promotion Council] https://www.nihon-kankou.or.jp/home/sakagura/about_council/

[Membership Information] https://www.nihon-kankou.or.jp/home/sakagura/join/

[Inquiries]

Japan Tourism Promotion Association

Secretariat of the Japan Sakagura Tourism Promotion Council

MAIL: [email protected]

※ "Sakagura Tourism" is a registered trademark of Kashima City, Saga Prefecture.