Adventure travel gains popularity in Japan

Adventure travel could be the next big thing to draw visitors to Japan if the efforts of the public and private sectors come to fruition. Adventure travel has been gaining popularity among wealthy people from Europe, North America and Australia as a sustainable form of tourism, with the aim of impacting environmental and cultural aspects as little as possible.

These guided tours of small groups include a mix of elements, from physical activity to coming into contact with nature and cultural exchange. For adventure travelers, the average stay is eight days and mean spending is ¥320,000 per person, according to a survey by the U.S.-based Adventure Travel Trade Association, both more than the usual tourist.

ATTA’s Adventure Travel World Summit held in Hokkaido between Sept. 11-14 attracted government officials and travel agents from 64 countries and regions. There were also one-day tours offered for 31 adventure travel courses in Hokkaido, and a total of 600 people participated.