Towards a "Connected Journey": My Thoughts on the "AT-Style Tourism" Approach

Perhaps in the future, the most important aspect of travel will be "connecting" above all else.

Connecting with regions and people through travel, and immersing oneself in culture and nature. When you encounter new values in this way and feel a sense of gentle connection, your daily life—and perhaps even your life itself—might start to feel a little more interesting...
Recently, I have begun to think that I would like to provide such journeys as a guide.

Over the past few years, I have heard the term "Adventure Travel (AT)" in the tourism industry much more frequently, and I often hear people say that there is a shortage of guides capable of handling AT tours.
I have been involved with AT since I participated in the Adventure Travel World Summit (ATWS) held in Alaska in 2016. At that time, the concept of AT had only just been introduced in Japan, and various opinions and discussions were flying around. Honestly, I was also overwhelmed and kept searching for my own path.
Even so, as I stood on the front lines as an "AT through-guide" and faced many guests, things gradually became clearer to me.

When people hear "Adventure Travel," many tend to think of journeys centered on hard activities like mountain trekking or long-distance cycling. However, in reality, there is also high demand for "soft adventure" such as hiking a few kilometers, leisurely cycling (pottering), canoeing, and cooking or cultural experiences, and I have many opportunities to guide these.
In Japan, in particular, the element of "Culture" is indispensable. Many travelers wish to feel and understand the Japanese view of nature and the culture and values that lie behind it.

What is important here is that nature and experiences are merely the means to an end.
I feel that the core of travel lies in walking through nature or interacting with people through cultural experiences, and in touching upon and deepening one's understanding of their way of life, the history of the land, its culture, and its values.

When I am involved in such tours, I often hear comments at lectures, study sessions, and round-table discussions such as:
"This is how AT should be."
"This tour is not AT!"
"Where is the story?"
However, I feel a slight sense of discomfort with being too bound by these definitions of "AT."
I wonder if the words "AT" or "adventure" are just taking on a life of their own.

And, as I interacted with many guests in the field, I gradually began to think this way.
AT is not about "what you do," but rather one of the "values of travel"—about "how you travel" and "what you cherish."
And a guide is someone who conveys those very values, connects guests with the region, culture, and nature, and gently supports those connections.

The purposes and ways of enjoying travel have become much more diverse than they used to be.
In addition to group tours, individual travel and community-based travel are increasing, and more people are seeking "experiences of value to themselves" based on information obtained through social media and word-of-mouth.
Furthermore, the way we place value is shifting from "travel that consumes a lot" to "travel that connects to the future."

The following trends are prominent in the field:
• More people prefer to stay in a place for a long time and savor it deeply.
• More people are choosing low-impact travel and behavior out of consideration for the environment.
• More travelers are seeking interaction with local people and culture, and want to give back money and time to the region.
• More people are trying to deepen their respect for the region, culture, and nature through travel.

I would like to call travel that welcomes such travelers "AT-style" travel. I do not intend to define it strictly, but since it was born from the basic concept of Adventure Travel (AT), I am calling it that for the time being.
In other words, it isa journey where people, culture, nature, and the region are gently connected.

Perhaps this may not fit the conventional definition of "Adventure Travel" in some respects.
However, it is a perspective that has gradually emerged as I have been involved in AT, and it is a new way of looking at travel. And naturally, my approach to guiding and how I engage with it have changed significantly due to this realization.

I feel that this kind of AT-style travel does not stop at mere "individual satisfaction," but also brings positive effects to the local community.
When tourists feel value, the local people themselves can take pride in their own culture and nature.
I have seen such a virtuous cycle up close in the field.

A journey that brings smiles not only to the guests, but also to the region and the guide.
The number of people who resonate with this style of travel is steadily increasing, and I believe that "AT-style tourism" will become (and already is becoming) one of the standards of the coming era.

I felt it was very important to put my thoughts into words as a guide and lecturer, so I wrote this.
I am still in the midst of change, but with this question in my heart, I would like to continue to face the guiding profession, my guests, and travel itself.

I would be happy if the day comes when I can talk about these things with all of you.