Shikoku Tourism Organization Announces the '6th Shikoku Tourism Exchange Strategy' and 'FY2026 Business Plan'

On Tuesday, June 9, the Shikoku Tourism Organization announced its '6th Shikoku Tourism Exchange Strategy' and 'FY2026 Business Plan.'

In 2025, the number of annual inbound visitors to Japan reached approximately 42.684 million, an increase of 15.8% compared to the previous year, surpassing the 2024 record of 36.87 million by about 5.8 million. In Shikoku, the number of foreign overnight stays reached approximately 2.066 million nights, representing a 124% year-on-year growth, while the number of domestic Japanese overnight stays remained at approximately 12.531 million, a 100.1% growth from the previous year.

In this context, the organization has formulated the '6th Shikoku Tourism Exchange Strategy,' covering the period from FY2026 to FY2030. Toward the vision of 'creating and expanding unique Shikoku tourism value,' the organization will implement measures based on priority items: 'Expanding the Shikoku Brand,' 'Promoting Sustainable Community Development,' and 'Public-Private Integration.'

Additionally, the 'FY2026 Business Plan' is positioned as a significant milestone to ensure that past initiatives lead to sustainable tourism development in Shikoku, utilizing existing promotion efforts.

Specifically, in the promotion of 'Sustainable Tourism' aiming to establish 'Sustainable Island Shikoku,' the organization will solidify its track record, which includes having nine regions selected for the 'Green Destinations Top 100 Stories' and three regions (Marugame City, Kagawa Prefecture; Shodoshima; and Ozu City, Ehime Prefecture) receiving Silver Awards.

Furthermore, to enhance the sense of unity across Shikoku, the organization will implement promotional activities centered around a newly released 'Shikoku Unified PR Catchphrase' to convey the region's combined charm.

Moreover, the organization will conduct a field survey to identify restaurants that cater to food diversity (such as vegan and halal options) to support future promotions and information dissemination for overseas travelers.

As the leader of Shikoku tourism, the organization will continue to foster information sharing and strengthen cooperation with the four prefectures and regional DMOs to build a region that is 'good to live in, good to visit, and good to do business in,' ultimately connecting these efforts to the expansion of 'tourism attraction' and the 'Shikoku Brand' across the region.