Japan and France Unite for Tourism Growth: Shiga Prefecture Presents Four New Cultural Tours at Paris Event to Boost European Tourism

Published on January 31, 2025

Shiga Prefecture, a culturally rich region in western Japan, has been making a concerted effort to promote its unique traditions, natural beauty, and immersive tourism experiences to a global audience. As part of this initiative, the Shiga Prefectural Government has planned a business meeting in Paris on February 7, 2025, at the House of Japanese Culture, where Governor Taizo Mikazuki will personally introduce four new tour plans aimed at attracting international travelers.

With a strong emphasis on traditional craftsmanship, historical temples, nature-based activities, and the heritage of the Omi merchants, these tours are tailored to provide visitors with one-of-a-kind experiences that immerse them in authentic Japanese culture. The business meeting in Paris will serve as an opportunity to introduce these offerings to industry professionals, travel planners, and cultural enthusiasts who are seeking premium, high-value experiences in Japan.

This strategic outreach to France and the broader European market reflects Shiga’s increasing appeal among international travelers, particularly those who are drawn to heritage tourism, wellness retreats, and artisan craftsmanship.

Why Shiga Prefecture Is Gaining Global Tourism Attention

Located in western Japan, Shiga Prefecture is often overshadowed by its more famous neighbors, such as Kyoto and Osaka. However, this region is home to Lake Biwa, Japan’s largest freshwater lake, as well as centuries-old temples, traditional crafts, and historic merchant towns. In recent years, efforts have been made to showcase Shiga’s hidden gems, allowing visitors to experience the depth of Japanese culture away from the typical tourist crowds.

Shiga’s tourism board has identified four primary themes that reflect the essence of the region:

• Traditional Crafts and Art – Featuring Shigaraki pottery, artisan workshops, and heritage craft experiences.
• Nature and Activities – Including stand-up paddleboarding (SUP) on Lake Biwa, forest yoga, and eco-tourism adventures.
• Three Head Temples of the Tendai Sect – Offering temple stays, meditation sessions, and cultural rituals at Enryaku-ji and other historic sites.
• Omi Merchants’ Legacy – Exploring Shiga’s rich trade history, local markets, and authentic culinary experiences.

By integrating cultural authenticity with experiential travel, these new tours cater to a growing global demand for slow travel, immersive tourism, and hands-on cultural experiences.

How These New Tour Experiences Will Transform Travel in Japan

The introduction of these four curated tours reflects a broader shift in Japan’s tourism strategy, which now prioritizes experiential travel and regional tourism over traditional sightseeing. Instead of simply visiting landmarks, travelers will be encouraged to engage with Shiga’s culture in a meaningful way, such as:

• Participating in a Japanese tea ceremony and learning from tea masters.
• Experiencing traditional sake brewing techniques at a local sake brewery.
• Taking part in a night tour at the Shiga Museum of Art, offering a unique after-hours perspective.
• Crafting Shigaraki ware pottery with local artisans, one of Japan’s most renowned ceramic traditions.

By focusing on these hands-on experiences, Shiga Prefecture is tapping into a global trend where travelers are seeking more than just passive observation—they want to become part of the story. This type of tourism is particularly appealing to visitors from Europe, the United States, and Australia, where interest in authentic cultural immersion continues to grow.

The Growing Interest of European Travelers in Shiga

Japan has always been a sought-after destination for European travelers, with many drawn to its historical sites, traditional craftsmanship, and refined culinary culture. However, destinations such as Tokyo, Kyoto, and Osaka often receive the majority of international visitors, while lesser-known regions like Shiga remain underexplored.

By targeting the French market—known for its appreciation of heritage, art, and gastronomy—Shiga is positioning itself as a premium destination for travelers seeking high-quality, off-the-beaten-path experiences. This strategic push aligns with France’s increasing demand for bespoke travel experiences, particularly among affluent travelers who prioritize heritage tourism, wellness travel, and cultural engagement.

How Shiga’s Promotion in Paris Will Impact Global Tourism

The upcoming business meeting in Paris is expected to increase awareness of Shiga Prefecture among international travel professionals and cultural organizations. By presenting these four unique tour plans, the government is actively engaging European travel markets, which could lead to stronger partnerships between Japanese tourism providers and European tour operators.

For the broader travel industry, this initiative highlights several key trends:

• The rise of regional tourism in Japan – As more international travelers seek alternative destinations, places like Shiga, Nara, and Wakayama will see increased interest.
• Experiential tourism as a priority – More travelers are looking for interactive cultural experiences rather than standard sightseeing itineraries.
• Sustainability and slow travel – Regions like Shiga are well-positioned to attract travelers who prefer longer stays, meaningful cultural exchanges, and eco-conscious tourism.

With international travel continuing to recover in 2025, this type of targeted promotion could significantly boost Shiga’s visibility and contribute to its long-term tourism growth.

What to Expect from the Business Meeting in Paris

The Shiga Prefectural Government has extended an open invitation to all travel professionals, cultural experts, and media representatives interested in learning more about Shiga’s unique offerings. The event will take place on February 7, 2025, from 14:00 to 15:45 (local time) at the House of Japanese Culture in Paris.

During the session, attendees can expect:

• A presentation by Governor Taizo Mikazuki on Shiga’s cultural and tourism potential.
• A detailed overview of the four newly developed tour plans.
• Insights into Shiga’s growing appeal among European travelers.

This meeting is expected to pave the way for new collaborations between Japanese tourism operators and European agencies, strengthening ties between Shiga and international markets.

Looking Ahead: The Future of Shiga’s Tourism Expansion

As Japan continues to diversify its tourism landscape, Shiga Prefecture is emerging as a key player in promoting regional travel. By embracing a strategy that focuses on authentic cultural engagement, nature-based activities, and historical exploration, the region is well-positioned to attract high-value international tourists.

The business meeting in Paris is just the beginning of a larger initiative to ensure that Shiga gains global recognition as a premier cultural and heritage tourism destination. With more travelers seeking meaningful, immersive experiences, Shiga’s efforts in expanding its global reach are likely to have a lasting impact on Japan’s inbound tourism sector.