Toyama Prefecture is organizing special tours focused on firefly squid in Toyama Bay, in partnership with local hotels including ANA Crowne Plaza Toyama, Super Hotel Premier Toyama Joshikoen-mae, and Hotel Vischio Toyama. The tour includes a visit to a fishing port, typically inaccessible to the public, before dawn to observe the bioluminescent firefly squid. Following the observation, participants are served a special breakfast prepared with freshly landed firefly squid by local chefs. Tour dates are May 9, 10, 16, 17, 23, and 24, 2026. Pricing for the ANA Crowne Plaza Toyama collaboration plan is 74,600 yen for two people (tour, breakfast, accommodation) or 83,400 yen with transfer. The Super Hotel Premier Toyama Joshikoen-mae collaboration plan is 36,200 yen per person for a single room or 33,000 yen per person for a double room. These efforts are part of the "Sushi Prefecture Toyama" branding campaign, designed to encourage longer stays and increase tourism spending, particularly addressing the issue that approximately 70% of visitors from outside the prefecture are day-trippers.

FACT BOX

  • Source: PR TIMES
  • Category: キャンペーン