10 Years Involved in Adventure Travel: Reflections Now

It has been about 10 years since I first became involved in AT, or Adventure Travel, before I even realized it.

It all started with the 2016 ATWS in Alaska.
Over these 10 years, the opportunity to hear the term AT has increased significantly, both in Hokkaido and across the country.

On the other hand, I sometimes hear comments like these.

What was AT all about in the end?
Nothing changed, did it?
Isn't it already a dead trend?

Admittedly, there may be aspects that make it look that way.

The term AT spread first, and I think there was confusion on the ground.
When people hear 'adventure,' they often imagine hardcore outdoor activities or extraordinary experiences.
For local residents, there might have been a feeling of, 'I don't really understand what AT is, but it seems bad if we don't do it. What should we do?'

However, I believe otherwise.

The concept of AT has definitely changed tourism in Hokkaido.

At the very least, I believe it has significantly changed the perspective of those involved in tourism in Hokkaido.

Triggered by AT, many regions have started to think more realistically about what it means to 'welcome inbound tourists.'

It is not just about having guests from overseas visit, but about how to convey what exists in our own region.
How to turn the region's authentic materials into tours.
What to show as an experience. How much to accept, and what to protect with care.
What is a form that is sustainable for local people and satisfying for guests?

I think it became a catalyst for seriously considering such things.

The great value of AT is not just about creating special activities.

It is about rediscovering value in things that have long existed in the region—nature, daily life, culture, and human activities—things that might seem ordinary at first glance.
And then, editing them into a form that can be conveyed to guests and connecting them as experiences.

I believe that is exactly the important part of the AT-style way of thinking.

'I don't really understand AT, but let's just give it a try.'
I think there were many people in various parts of Hokkaido who moved forward with that thought.

Local residents, guides, business operators, government officials, tourism associations, and travel agencies.
While struggling in their respective positions, each person and each region thought about how to welcome guests and how to present their offerings.
And they brought them to fruition.

It is because of that accumulation that the possibilities for various tours and experiences are now emerging in Hokkaido.

Another thing we must not forget is that the guests themselves are changing.
I feel that the number of guests who prefer AT-style elements is definitely increasing.
Perhaps the demand was there from the beginning.
It might just be that it wasn't visible.
Or perhaps we just weren't able to respond to it.
Now, we are gradually becoming able to respond to many of those requests.

Perhaps not everything has been perfected as a product.
Perhaps not everything is continuing.
But I believe that the 'foundation' has definitely been built.

Re-examining local resources.
Thinking about the preparations needed to welcome international guests.
Safety management, storytelling, how to communicate in English, relationships with the local community, and pricing.

I believe that thanks to AT, I was able to pause and organize these things.
I have built a foundation to think much more concretely than before about the resources in the region and the preparations necessary for hosting.
In that sense, I think what AT has left behind in Hokkaido is very significant.

To be honest, I think the term "AT" itself might gradually fall out of use in the future.

Words that spread like a boom eventually settle down.
New words may emerge, or they may be replaced by other expressions.
But even if the term AT is no longer used, I believe the mindset that AT brought to Hokkaido tourism will surely remain.

Re-examining the authentic resources in the region and carefully conveying nature, culture, daily life, and human activities.
Structuring experiences to suit the guests and thinking of ways that local people can host them comfortably and with pride.
And, receiving proper compensation for that value.

Whether the name AT exists or not, I believe this is a necessary mindset for the future of Hokkaido tourism.

That is why I do not think AT has ended.

Rather, I believe AT is currently in a transitional period.
I think now is the time to make the most of AT.

How will we cultivate the foundation built over these past 10 years from here on?

I believe this is where it truly becomes important.
Toward tourism where the region is not exhausted, guests are deeply satisfied, and those involved gain pride and compensation.

Whether the term AT exists or not, I hope that travel in Hokkaido will become deeper, warmer, and more authentic to the land.

I myself, as a guide, as an instructor, and as someone who connects the region with guests, want to continue facing this theme.