Tottori Prefecture is making a strategic move to capture the hearts and travel plans of a key market: the Kansai region. Governor Shinji Hirai recently led a major tourism promotion event in Osaka, directly appealing to potential visitors and businesses in the bustling economic hub. The initiative highlights not just Tottori’s unique attractions but also a forward-looking strategy to leverage the massive influx of visitors expected for the 2025 World Expo in Osaka.
Strengthening Ties with a Neighboring Market
The event in Osaka served as a powerful reminder of the close, yet often overlooked, relationship between Tottori and the Kansai region. For many Osaka residents, Tottori is an accessible destination for a weekend escape, a world away from the urban sprawl.
Why Kansai? The connection is rooted in proximity and accessibility. The Super Hakuto Limited Express train connects Osaka Station to Tottori Station in approximately 2.5 hours, making it a convenient trip. For Tottori, the Kansai metropolitan area, with its population of over 20 million, represents a vital and sustainable source of domestic tourism. This promotional push aims to re-engage this market, reminding them of the natural beauty and culinary delights that lie just a short journey away.
Beyond the Sand Dunes: What Tottori Offers
While the iconic Tottori Sand Dunes are the prefecture’s most famous landmark, Governor Hirai’s presentation emphasized the diverse range of experiences available. Before the pandemic, in 2019, the Tottori Sand Dunes area attracted over 1.8 million visitors, a testament to its enduring appeal. The current campaign seeks to build on this fame by showcasing other attractions:
- Natural Beauty: From the majestic Mount Daisen, popular for hiking and skiing, to the scenic Uradome Coast with its clear blue waters, Tottori offers a rich natural landscape.
- Cultural Hotspots: Visitors can explore the charming Mizuki Shigeru Road, dedicated to the creator of the beloved GeGeGe no Kitaro manga, or relax in the historic hot springs of Misasa Onsen.
- Culinary Delights: The prefecture is a food lover’s paradise, renowned for its fresh seafood, including the highly sought-after Matsuba crab, as well as its “Nijisseiki” pears and premium Tottori Wagyu beef.
The Expo 2025 Opportunity: A Gateway to Greater Japan
The timing of this promotional event is no coincidence. With the Expo 2025 Osaka, Kansai, projected to attract an estimated 28.2 million visitors from Japan and around the world, Tottori is positioning itself as a prime “side trip” destination.
The strategy is clear: entice international and domestic Expo attendees to extend their travels beyond the main Kansai cities of Osaka, Kyoto, and Kobe. By showcasing its unique attractions, Tottori hopes to be included in the itineraries of travelers looking for an authentic and less-crowded Japanese experience.
This influx represents a significant opportunity for regional revitalization. A successful campaign could lead to a substantial increase in tourism revenue, benefiting local hotels, restaurants, and businesses. Furthermore, it could help disperse the economic benefits of the Expo more widely, fostering sustainable growth in the San’in region. For Kansai-based travel agencies and transportation companies, stronger ties with Tottori also open up new tour packages and business possibilities, creating a mutually beneficial partnership that extends well beyond 2025.
