ANA Strategic Research Boosting Kita-Soya Tourism in Hokkaido

Tuesday, March 5, 2024

The ANA Strategic Research Institute, in collaboration with MMGY NextFactor of Canada (NF), conducted a regional tourism assessment survey for the Kita-Hokkaido DMO candidate corporation, covering the Kita-Soya area in Hokkaido. This initiative aimed to address various challenges faced by local communities, including issues related to primary industries’ cooperation with the tourism sector, resident acceptance of tourism, workforce recruitment and training, marketing strategies, and enhancement of tourism resources.

As a member of Destinations International (DI), a nonprofit organization dedicated to fostering innovation and resource development for global destinations, the ANA Strategic Research Institute draws upon advanced practices and problem-solving methods observed in the United States. Recognizing the significance of local consensus-building in tourism management, the institute utilized “Destination NEXT” (DNEXT), a regional diagnostic tool jointly developed by DI and NF, to conduct a diagnostic project for the Kita-Hokkaido DMO candidate corporation.

Beginning in November 2023, the ANA Strategic Research Institute, alongside NF, conducted workshops and online surveys involving local governments, businesses, educational institutions, and residents to identify and visualize local challenges. On January 30, 2024, collaborative efforts with NF culminated in the analysis of findings and identification of key issues during a gathering in Wakkanai City (main site), as well as in Rebun Town, Rishiri Town, and Rishirifuji Town (satellite sites), with participation from online residents. The analysis highlighted concerns such as transportation accessibility, workforce recruitment and training, diversification of year-round attractions, and expansion of dining and sightseeing opportunities, including nighttime activities. Drawing upon case studies from overseas regions with similar challenges, the institute developed actionable plans for the future.

Moving forward, the ANA Strategic Research Institute is committed not only to conducting research and diagnosis but also to providing ongoing support for issue resolution, fostering sustainable tourism development, and facilitating broader regional connections within Japan and internationally.

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