The Potential of Adventure Tourism in Oita Prefecture
Oita Prefecture is known as 'Japan's No. 1 Onsen Prefecture,' but its tourism resources extend far beyond hot springs. With its mountains and valleys like the Kuju Mountains and Yabakei Gorge, marine resources in the Bungo Channel and Beppu Bay, and a blend of agriculture, forestry, fisheries, and cultural traditions, Oita possesses high potential for promoting Adventure Tourism (AT) on a national scale.
1. Adventure experiences utilizing mountain and valley resources
The Kuju Mountains in Oita Prefecture are one of Kyushu's premier mountain areas, featuring peaks reaching 1,700 meters in altitude. In addition to hiking and trekking, the geothermal landscapes unique to volcanic zones and nature observation on the plateaus are attractive as AT with educational elements. Furthermore, the strange rock formations and gorges of Yabakei offer terrain suitable for rock climbing and river trekking, providing adventurous experiences that involve physical challenges.
2. Development of marine and coastal resources
Beppu Bay and the Bungo Channel can be developed as hubs for marine activities such as sea kayaking, SUP, and fishing experiences. The Bungo Channel, in particular, has strong currents that can be developed into programs like fishing experiences and dolphin watching. Additionally, the coastline of the Kunisaki Peninsula can be utilized as a 'Seaside Culture Adventure' combined with historical stone Buddhas and temple complexes.
3. Fusion with hot spring culture
Hot spring resources are indispensable when talking about Oita Prefecture. Beppu Onsen and Yufuin Onsen are famous nationwide, but from an AT perspective, they can be positioned as 'recovery experiences after activities.' The sequence of soothing fatigue in a hot spring after hiking, trekking, or marine sports provides travelers with a deep sense of satisfaction. By incorporating hot springs as the 'finishing touch to experiential tourism,' Oita's unique AT products are completed.
4. Utilization of agriculture, forestry, and fishery experiences
Oita is also rich in food culture, such as shiitake mushrooms, yuzu, and Seki-aji/Seki-saba mackerel. By incorporating agricultural experiences, shiitake mushroom picking, fishery experiences, and market tours, 'food adventures' closely tied to local life can be created. Furthermore, thinning and woodworking experiences utilizing forestry resources become programs that combine sustainability and educational value.
5. Fusion with cultural and historical resources
The Rokugo Manzan culture of the Kunisaki Peninsula is a historical resource that retains strong elements of Shugendo (mountain asceticism), and temple tours and mountain asceticism experiences can be commercialized as 'spiritual adventures.' Furthermore, historical assets such as Nakatsu Castle and the Usuki Stone Buddhas can become adventure experiences accompanied by cultural learning when combined with town walking and trails.
6. Challenges and prospects
Challenges for promoting AT in Oita include transportation access, a shortage of guide personnel, and delays in multilingual support. However, there is already a foundation for receiving guests cultivated through hot spring tourism, and overcoming these challenges is fully possible by strengthening cooperation with wide-area tourism routes (e.g., Kyushu Olle) and DMOs. Additionally, by encouraging the participation of local residents through AT, the fostering of civic pride and an increase in the related population are also expected.
Oita Prefecture possesses diverse resources including mountains, valleys, marine resources, hot spring culture, agriculture, forestry, fisheries, and history and culture, and by integrating them, it has the potential to develop unique adventure tourism. In particular, by designing a trinity of experiences—'adventure and healing,' 'challenge and food,' and 'nature and culture'—it can become an attractive tourist destination for both domestic and international travelers. In the future, Oita expanding its tourism strategy with AT as a pillar, beyond the framework of hot spring tourism, will have extremely important significance for the sustainable development of the region.
Author: Tsunehiro Hayashi (Professor, Faculty of Management, Okayama University of Science)
The Japan Tourism Agency's Adventure Tourism related page is here
The Kibi Open Innovation Association website is here
The Setouchi City Tourism Association website is here
The Japan Adventure Tourism Association website is here