What can we see from '94,000 people' and a '67.6% load factor'? — Why did people flock to the 'Pokemon Airport'? Thinking about regional revitalization and marketing from the Noto Satoyama Airport
On July 7, 2026, the 'Noto Satoyama Pokemon with You Airport' opened in Wajima City, Ishikawa Prefecture. Immediately after opening, many fans, families, and tourists flocked to the site, and the area has been wrapped in unprecedented excitement. From the first three-day weekend after opening through the first month, the area around the airport showed a bustle that was truly 'covered in Pokemon'.
Admission restrictions have been placed on the limited-edition merchandise store inside the terminal, and the lines of people waiting to buy items have reached several hours. This initiative can be said to be something that makes one feel the new possibilities of regional revitalization that go beyond simple tourism measures. This time, I would like to think about this initiative from perspectives such as marketing.
What is the reality of the 'Pokemon effect' seen in numbers and the surprising response?
Let's analyze this boom using quantitative data. According to an announcement by Ishikawa Prefecture, the number of visitors to the airport in just the first month after opening reached approximately 93,949, recording a phenomenal increase of about five times compared to the same period last year. Even more noteworthy is the load factor of the flights. The load factor for the same period was 67.6%, an increase of more than 14 percentage points from 53.3% in the same period last year.
The economic ripple effect on the local area is considered to be enormous, to the point where airport shop staff said, 'Experientially, foot traffic has increased 500-fold.' In addition, this effect has also spread to employment. When part-time job openings related to the airport were posted, it seems that many applications were received not only from the local Noto area but also from far away, such as Kanazawa City and Toyama Prefecture.
I think the fact that using a powerful IP as a hook has even improved recruitment accessibility in the local job market is an extremely interesting phenomenon from the perspective of regional revitalization marketing.
Why do so many people gather here? Analyzing three factors
Why was such a large turnout achieved? I will organize the factors from a marketing perspective. The first factor is the creation of scarcity through the strong catchphrase 'World's First' and the time limit of '3 years only.' It can be said that the sense of urgency that 'you can only go now' and 'you can only experience it here' is strongly stimulating the desire to purchase and visit.
The second is the affinity with 'Oshi-katsu' (supporting one's favorite character) and experiential consumption in the SNS era. It is analyzed that taking photos at limited spots and purchasing goods that can only be bought here are creating strong motives for users themselves to want to spread the word on SNS.
And the third is the synchronization with the consumers' mindset of supporting reconstruction (supportive consumption) of 'wanting to support Noto.' The justification that 'visiting and spending money locally becomes support' pushed consumers to make the decision to choose it as a travel destination. It can be analyzed that the fact that these three elements—'content power,' 'SNS spreadability,' and 'social significance'—created a wonderful synergy is the reason for the explosive rocket start.
The harsh reality of only '2 flights per day' to Haneda
From here on, I will convey my analysis from my personal perspective and opinion. (Please read this not as a public opinion, but strictly as a personal observation.)
I feel that this initiative itself is very interesting and a wonderful challenge. However, personally, when I first heard about the project, I was concerned that 'it might be difficult to increase medium- to long-term demand with just this measure,' but it is a happy miscalculation that it became a bigger hit than expected. The basis for that concern lies in the structural supply constraints that Noto Airport faces. Currently, Noto Airport only operates '2 round trips (4 flights)' of scheduled flights to and from Haneda.
No matter how much attractive content is gathered to increase the airport's ability to attract visitors, the framework of air access itself is extremely narrow. As long as access from the metropolitan area is limited, the physical upper limit (capacity) of tourists who purely 'come by plane' will quickly hit a ceiling. I think we need to face the reality that as long as the convenience of air infrastructure remains low, there is a limit to how much we can fundamentally raise air demand, no matter how wonderful an event is planned.
The divergence between people visiting the airport and 'actual passengers'
The fact that the load factor improved by more than 10% is an achievement that should be evaluated. However, when examining the customer journey from a marketing perspective, a very interesting 'gap' emerges. That is the point that compared to the 'huge number of 94,000 visitors' who visited the airport, the 'number of actual air passengers' is overwhelmingly small.
In other words, although the airport facility itself functions as an attractive tourist spot (destination), it has not sufficiently converted into the 'use of air flights,' which is its original main purpose. This disconnection in purchasing behavior means that many visitors are coming to the airport by means of transportation other than airplanes. 'The airport being bustling' and 'the route being maintained and revitalized' are not equal. This divergence in traffic is considered to be the essential bottleneck in Noto Airport's marketing.
Where are the visitors coming from? Verification of the 'land route/other airport route' theory
So, where are the large number of visitors flocking to the airport coming from? Judging from their behavioral patterns, two main routes can be considered. The first is the 'complete land route' where local residents or those who enter Kanazawa via the Hokuriku Shinkansen head to Noto by rental car or private car. The second is the 'other airport detour route' where they enter via the nearby 'Komatsu Airport' or 'Toyama Airport'.
In particular, Komatsu Airport has a very well-developed schedule of flights to and from Haneda, giving it the strength of offering travelers from the Tokyo metropolitan area a much higher degree of flexibility in their scheduling. When planning a trip that includes stops at major tourist destinations like Kanazawa before entering Noto, it is more convenient to use Komatsu Airport and travel by land than to use Noto Airport, which only has two flights per day to and from Haneda. This disparity in convenience compared to other airports is presumed to be a structural factor that does not lead to the use of Noto Airport flights.
Is the current fever just a passing phase? Challenges for stable visitor numbers
Attracting visitors through a powerful IP like 'Pokemon' will inevitably face a 'decline phase' after the initial buzz and novelty settle down. Thinking in terms of the marketing product life cycle, the current explosive popularity is a 'fever state' in the introduction phase, and a next move is essential to ensure this does not end as a one-off event.
I believe the question of how to maintain stable traffic to the airport and increase actual flight users after the initial excitement of the opening fades is an extremely difficult challenge. Precisely because a limited period of three years has been set, it is necessary to put mechanisms in place now to prevent 'burnout syndrome,' where demand drops off due to a reactionary decline after the period ends. A conversion scenario is needed that does not end with mere character consumption, but elevates visitors into 'fans of the Noto region.'
The appeal and limitations of a stamp rally that involves the local community
The fact that they are deploying a stamp rally campaign that involves not just the airport, but the entire Noto area, is a good idea for increasing travel around the region. The airport is beginning to function as a hub for sending tourists out into the region, and ripple effects on the local economy can be expected. However, a calm analysis is needed here as well. The main driver (motivation) moving visitors is likely the 'Pokemon' content, and not necessarily the 'Noto regional resources themselves.'
If collecting stamps becomes an end in itself, there is a risk that people will simply go around the checkpoints mechanically, passing through without deeply experiencing the local culture, food, or history. The 'depth of experience design'—how to imprint the true charm of Noto on users attracted by the power of the content and lead them to repeat visits—will determine future success.
Who is the target audience? The importance of capturing the 'family segment'
In marketing strategy, one of the most important elements is 'targeting.' The greatest strength of the Pokemon IP lies in its high level of recognition, which is accepted by all generations, from children to young people, parents, and even seniors. Among them, the core target for improving the boarding rate at Noto Airport should be the 'family segment.' Unlike individual business travelers or solo travelers, families purchase three to four airline tickets in a single buying action.
In other words, you can expect a high LTV (Customer Lifetime Value) relative to the Customer Acquisition Cost (CAC), as well as an immediate seat-filling effect. Strengthening travel motivation and package proposals for families, where a child says 'I want to go' and a parent can decide 'Then let's go,' is the most impactful approach to improving the boarding rate.
Why measures to improve the boarding rate are necessary
I have analyzed the current issues and structure so far, but to summarize, they boil down to two points: 'there is buzz, but conversion to flight usage is weak' and 'there is a risk of it ending as a one-off boom.' To break through these walls facing Noto Airport, we need concrete measures that create a direct incentive (reason for action) to fly, rather than just public relations activities to raise awareness.
Just calling out 'please come and visit' will result in people flowing to more convenient land routes or other airports. We need to incorporate a 'reason to go out of your way to take a Haneda flight and use Noto Airport' into the customer experience. Therefore, I have thought of 'three concrete measure ideas' to dramatically change the boarding rate of Noto Airport. I will introduce them in order from the next chapter.
[Boarding Rate Improvement Idea 1] 'Pokemon Gacha' exclusive to Haneda flight passengers and surprise production
My first idea for improving the boarding rate is the introduction of an 'experiential Pokemon Gacha' that only Haneda flight passengers can participate in. The point of this measure is that it is limited to 'people who used a Haneda flight ticket,' not just people who came to the airport. Prizes for the Gacha include extra-large Pikachu plushies, special Noto Airport-exclusive design goods, and snacks in Pokemon-painted packaging. And as the biggest gimmick, the prizes won cannot be received at Noto Airport; they are checked into the plane as baggage/cargo as-is, and the mechanism is such that the contents are only revealed after they are handed over upon arrival at Haneda Airport on the return trip.
By including the production of 'not knowing the contents until the trip is over and you arrive at Haneda,' the excitement during the trip is sustained until the very end. Furthermore, since there is a practical benefit of being able to enjoy sightseeing empty-handed without carrying around large prizes, wouldn't this be a powerful motivation for choosing a Haneda flight?
[Boarding Rate Improvement Idea 2] Construction of a 'mutual travel route' connecting Noto, Komatsu, and Toyama
My second idea for improving the boarding rate is the construction of a wide-area travel route that transforms the rival relationship with neighboring airports into a 'coexistence relationship.' Instead of insisting on round-trip use of Noto Airport alone, we propose and promote travel plans that use different airports for each leg, such as 'entering on a Noto flight, traveling south while sightseeing in Noto, and returning from Komatsu Airport or Toyama Airport (or the reverse route).'
When sightseeing in the wide Hokuriku area, round-trip routes returning to the same airport tend to waste travel time, but with this open-jaw route (departing from and arriving at different airports), you can tour tourist spots extremely efficiently. By leveraging the strengths of Komatsu and Toyama airports, which have many flights and high convenience, and by working with travel agencies and local governments to create model courses, I believe we can increase traffic for the entire Hokuriku region while capturing one-way demand for Noto flights and boosting the boarding rate.
[Proposal 3 for Improving Boarding Rates] Thorough utilization of the little-known '2,000 yen accommodation subsidy'
My third proposal for improving boarding rates is a 'redesign of price incentives' that utilizes existing beneficial systems. In fact, there is currently a wonderful initiative where tourists who visit using Noto Airport and stay at designated inns or hotels can receive a subsidy (cashback, etc.) of '2,000 yen per person'.
However, unfortunately, the awareness of this system itself is extremely low, and it is not being fully utilized due to a lack of promotion. Since such direct accommodation subsidies are not offered at Komatsu Airport or Toyama Airport, this is a clear 'strength (differentiating factor)' in positioning against other airports. By emphasizing the direct benefit that 'you can travel for 2,000 yen less in effect if you use Noto Airport' in web advertisements, social media, and on the booking screens of OTAs (Online Travel Agencies), wouldn't it be possible to attract price-sensitive segments to Noto flights?
Maximizing Customer Experience (CX) creates repeat business
The most important thing in airline marketing is 'cultivating repeaters' so that the visit doesn't end with just one time. The question is how to provide an excellent customer experience (CX) to new customers who have been attracted by the buzz. Surprise performances using limited-edition gacha at Haneda Airport and providing stress-free sightseeing routes become touchpoints that dramatically increase traveler satisfaction.
If passengers feel that 'this trip was truly fun' or 'I want to travel this route again,' positive word-of-mouth will spread through social media, forming a self-generating customer acquisition loop that invites the next new customers. Satisfying customers gathered by content hooks through sophisticated experience design is the key to building fans in the medium to long term.
Toward a model case for solving the challenges faced by regional airports
Currently, regional airports across Japan share the same major concerns of 'declining users' and 'maintaining routes.' The series of initiatives at Noto Airport and the combination of measures proposed here do not stop at being a success story for just one region. The marketing model of 'gaining awareness through powerful content IP' x 'ensuring convenience through wide-area sightseeing routes' x 'adding experiential value' can become a highly versatile model case for regional airports and tourist destinations suffering from depopulation across the country. Noto Airport overcoming this hurdle and achieving results should be a bright beacon for Japan's regional revitalization and the reconstruction of tourism infrastructure.
The necessity of promoting marketing through public-private partnerships
To realize these measures with a sense of speed, 'strong public-private partnership' between the government (local municipalities), airlines, regional businesses (inns/tourist facilities), and content holders is essential. No matter how excellent an idea may be, it cannot be realized if coordination between the relevant parties stalls, such as the operation of receiving prizes at Haneda Airport or a seamless redemption system for accommodation subsidies. Moving beyond mutual interests, a system is needed to promote marketing as one team toward the common goal of 'increasing the boarding rate of Noto flights and enriching the region.'
Building a 'sustainable mechanism' that doesn't end as a passing fad
The 'Noto Satoyama Pokemon With You Airport' project started as a three-year limited-time project, but the true goal lies in the 'fourth year and beyond' after the collaboration period ends. The deciding factor is how many 'fans of the Noto region' can be left behind during these three precious years of grace earned by the power of the characters.
We need to have people who visited because of the content experience the charm of Noto's rich nature, delicious food, historic hot springs, and warm local people, and come to love 'the place of Noto itself.' Lowering the hurdle for visits through the measures proposed here and increasing the population with ties to Noto is a sure step toward sustainable regional recovery.
Redefining the value of 'air travel' from a marketing perspective
For airlines and airports, airplanes tend to be just a 'means of transportation (transport from point A to point B).' However, from the user's perspective, the trip continues from the moment they leave home until they return and unpack their bags. Performances like passenger-only gacha and receiving prizes at the destination are attempts to convert the value of 'processes that tend to be stressful,' such as travel time and procedures, into an 'entertainment experience full of fun.' Marketing thinking that turns the movement itself into content and makes people feel value in the act of riding will be the driving force for building a unique position in competition with major carriers and low-cost carriers (LCCs).
Conclusion: The future of Noto and the future of air travel
Recovery from the earthquake is a long road that does not progress overnight. In that context, the birth of the 'Noto Satoyama Pokemon With You Airport' and the fact that a lot of bustle is reaching this area is working in a positive direction for the region as well. I hope that my personal observations and proposals shared here will serve as a hint for discussions aimed at revitalizing Noto's tourism and improving the convenience of air travel, even if only a little.