Improve local tourism resources and take them to the world! Recruiting for the second term of “Adventure Tourism Academy” that will lead to success in attracting inbound tourists has started!
Japan Adventure Tourism Council Press release: March 25, 2025 Improve local tourism resources and take them to the world! Recruiting for the second term of “Adventure Tourism Academy” that will lead to success in attracting inbound tourists has started! ・Using practical know-how to turn local hidden resources into tourism content ~ A group of experts who have produced successful cases will train the next generation of inbound leaders. “There’s nothing in my area…” To all the tourism business operators and local government officials who have such concerns. The “Adventure Tourism Academy”, where you can learn the secrets of awakening dormant tourism resources and attracting high-priced inbound tourists, will begin its second phase, which has evolved further based on the success stories of the first phase of participants. Would you like to transform your area into a tourist destination that the world admires?
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-768e5290103284e3977561a78c10ddfc-2268×1512.jpg The Adventure Tourism Academy, sponsored by the Japan Adventure Tourism Council (Headquarters: Shinagawa-ku, Tokyo, Representative Director: Masayuki Onishi), is currently recruiting students for the second term in 2025. This course is ideal for solving problems for local business operators who are working to attract inbound tourists. We will share the contents of the 2018 1st term student survey and interviews. 1. Voices of first-term students The first phase of Adventure Tourism Academy, which started in September 2024, has ended with 43 graduates. Thanks to the practical lecture content taught by a diverse group of instructors, Mr. Sadano, a first-term student, was able to utilize the knowledge he learned at the academy to
successfully develop a new tour that takes advantage of unreleased areas of Akiyoshido Cave. We have also received many satisfied comments from our students, so we would like to share them with you. ◆Student survey (1) Overall satisfaction Q. How satisfied were you with the course as a whole? (SA) A. The majority were very satisfied, with a total of 92% satisfied.
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-a12fedde9949cf733cbb9ebed6f8c479-736×502.jpg (2) Course content satisfaction Q. How satisfied were you with the content? (SA) A. The majority were very satisfied, with a total of 92% satisfied.
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-f629d52ab9d3ea1d5a6b13170fc5024b-740×498.jpg (3) Voices of students • “Since the course is held every week, it was difficult to concentrate during work, but I am glad that I was able to complete the course successfully because I was able to take the course online.” (Airline, Okinawa Prefecture, Female) • “I enjoyed participating in all of the courses, digging deeper into similar themes and none of the courses seemed to overlap.I would like to thank you for your overall coordination.” (Travel agency, Kyoto prefecture, male) • “All of the talks were extremely helpful. I felt that if we could deepen the interaction between the participants, we would be able to gain even broader knowledge.” (Travel agency, Tokyo, male) • “There were a lot of very interesting contents, and I learned a lot. I believe that the concept of AT is an essential element in attracting sustainable inbound tourists to rural areas, so I plan to use this course as a reference to deepen my attempts to attract tourists.” (Travel agency, Fukuoka prefecture, male) • “I was able to see the overall picture of adventure tourism. I was able to get hints on how to create a tour that would appeal to high-end inbound tourists.” (Individual, Oita Prefecture, Male) ◆Student interview Regional Revitalization Cooperation Team: Mr. Sadano from the Mine Attraction Discovery Team Mr. Sadano belongs to the Tourism Policy Division of the Mine City Tourism and Commerce Department and works as a caving guide in Akiyoshido.
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-07587dcf5a91229fca73762196d4ac9b-347×377.png • Thoughts after taking the course: “I was in the middle of creating a new tour, so it was great to be able to learn about the theory of content creation for adventure tourism at the same time.I was able to immediately reflect what I learned in the content.” • What I learned at the academy: “It was very helpful. When guiding, I used to feel uneasy if I only knew what I knew, so I am able to provide guidance to customers based on the knowledge I learned at the academy.” • Mr. Sadano took advantage of the knowledge he learned at the academy and the advice of the academy instructors, reflected on route development and safety management within the cave, and was involved in the development of an adventure trip that walks through the undisclosed areas of Akiyoshi Cave. The highlight tour is an exciting hard adventure course that is similar to rock climbing, aiming for the deepest underground lake. The underground scene, where a world you have never seen before opens up, is very fantastic. It looks like it will be the featured content of Akiyoshido in the future. Image
URL: https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-31075657604daa41a422564706a685ba-1195×1558.jpg Mr. Sadano giving information before departure
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-af331c154afd8299ed1f8e64f96af77c-968×1296.jpg Let’s go to the undisclosed area
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-15f386abe716c3a58341e2b603fb37d1-968×1296.jpg A safe route
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-6171257ad156b26e6ec3d3fc9b4798d5-968×1296.jpg The wonders of the topography created by tens of thousands of years
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-6ad10f0506867f40aa21d98a4b354f33-968×1296.jpg The tour progresses while explaining the terrain
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-360358c96369d6c97419f73280685eeb-1399×1699.jpg Sadano leading the way
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-a49ee731b43fed9c885e511b8a8da01e-1296×968.jpg The underground lake we reached after an hour • The new attempt is highly sought after by local media. The other day, we were interviewed by NHK, and it was aired on the NHK BS channel as a one-hour program titled “First public appearance! Akiyoshido Cave: Unknown Spectacular Views”. It seems like it will be gaining more and more attention. • Click here for other students’ impressions and attempts. Here are the testimonials of ATA students 2. 2025 Adventure Tourism Academy Overview In 2025, we plan to further refine the content and hold the course twice a year, with the second term starting in April and the third term starting in October. *Contents will be the same as the first period. ◆Purpose: To develop human resources who can collaborate with diverse local stakeholders and create valuable experiences. Through this, we aim to produce leaders who will maximize the appeal of the region and promote sustainable tourism. ◆Recommended for these people • A person in charge of the tourism department of a local government whose mission is to revitalize the region by attracting inbound tourists. You can learn specific strategy planning and business promotion know-how. • Tourism DMOs considering strategies to attract inbound tourists. You can work with local people and learn how to make crafts that make use of their charm. • Those who feel the potential of inbound tourism and are considering starting a travel agency. You will understand how the inbound industry works, the relationships between each player, and how to develop your business. • Regional revitalization support team who are trying to develop content for inbound tourists. You can understand how to improve the appeal of your own region by referring to cases in other regions. • Consulting companies and travel agencies who want to receive orders for administrative projects related to inbound tourism. You can learn about unique content development methods and case studies of attracting inbound tourists. ◆Features • You can directly learn the latest inbound attraction know-how and success stories from experts with a proven track record both domestically and
internationally. • Online courses that can be accessed anytime • A curriculum that combines theory and practice based on sustainable tourism region development • Practical fieldwork in advanced regions where you can improve your skills through on-site experience • Deepen connections between students and instructors, mutually support long-term careers, and support the formation of a nationwide AT network. ◆Holding period: 2nd period April to September, 3rd period October to February *The contents of the 2nd and 3rd periods are the same. ◆Event overview 1. 13 lectures (online courses) from experts on each theme who are active in Japan and abroad A total of 13 courses (online) will be offered by 12 instructors based on “5 themes.” Tuition fee: 280,000 yen (230,000 yen for JATO members) 2. Field training in advanced AT areas for those who have completed the online course (separate application required, separate fee) Held in the Teshikaga and Lake Akan areas, which are advanced areas for adventure tourism. Lectures by local experts on protection and utilization of the local natural environment will be held. You will actually participate in the activities. Tuition fee: 200,000 yen (180,000 yen for JATO members) 3. Online salon (planned) We are planning to open an online salon to learn and talk about tourism 2.0, not just AT. Usage fee: Free for students (1000 yen per month for non-students) ◆Click here for details and application for Adventure Tourism Academy Click here for details and application ◆Comment from person in charge: Adventure Tourism Academy Secretariat Exit “Just like Mr. Sadano, who was able to utilize what he learned at ATA, we have received many comments from other students saying that the content was useful for their future business.Based on the survey, we will operate the second term while stimulating interaction between students.As a new attempt, all users will be able to participate. We are also planning to start an online salon for thinking about Tourism 2.0.The third term is scheduled to start in the fall, and we will continue to work on this.Through the operation of this academy, we hope to communicate the wonderful charms of the region to the world and cultivate human resources who can contribute to the realization of sustainable tourism.” Sponsoring organization overview
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-7634376727a3f152dd05089892d7da68-161×164.png Japan Adventure Tourism Organization (Japan Adventure Tourism Organization, JATO) Address: 7F Tokyo Front Terrace, 2-3-14
Higashi-Shinagawa, Shinagawa-ku, Tokyo 140-0002 (inside JTB Research Institute, Inc.) Representative Director: Masayuki Onishi Activities: Holding AT seminars to deepen understanding / Area diagnosis, advice, and support for AT initiatives in each region / Training human resources to promote adventure tourism / Sponsoring and operating domestic AT-related events / Disseminating information domestically and internationally and providing networking opportunities
domestically and internationally / AT-related research, research, and dissemination
https://prcdn.freetls.fastly.net/release_image/155631/2/155631-2-912dd5fc51c8376490eabb51ebf8a398-119×127.png About Adventure Tourism Academy Adventure Tourism Academy is a joint venture established in April 2023 by the Japan Adventure Tourism Association (JATO), Japan Airlines Co., Ltd., and JTB Co., Ltd. In order to develop and raise awareness of adventure tourism (AT) in Japan, we promote the sharing of knowledge and the creation of a welcoming environment. Our mission is to contribute to the development of Japan’s tourism industry and local communities by providing solutions to the issues faced by related parties. Activities: AT promotion and dissemination activities, preparation of acceptance environment (local council management support, etc.), AT promotion human resource development (training, etc.). Please feel free to contact us. We also accept individual online consultations regarding enrollment (free of charge). *Please apply for the course by Tuesday, April 8, 2025. It is possible to join after that time, but the courses taken before joining will be taken through archived distribution. Japan Adventure Tourism Council Adventure Tourism Academy Secretariat Person in charge: Deguchi deguchi826@tourism.jp Click here for details and application
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