On March 31, 2025, we hosted a webinar centered on the “Gin no Bashamichi Cycling Tour”, showcasing a unique cycling route through Hyogo Prefecture. Aimed at the European, American, and Australian markets, the webinar sought to present a fresh perspective on travel in Japan—highlighting destinations beyond the classic tourist routes—and to promote interest in lesser-known areas.

Current Landscape and Challenges in Japan’s Travel Market
Japan continues to grow in popularity among international travelers. However, most visitors still concentrate their trips around well-known destinations such as Tokyo, Mt. Fuji, Kyoto, and Hiroshima.

Despite the availability of rich and diverse experiences across Japan, many of these offerings—especially those in rural or lesser-known regions—remain underrepresented in global markets.

Cycling tours, in particular, are considered a niche segment compared to hiking or cultural experiences. Classified under Special Interest Tourism (SIT), they appeal to a specific audience and face higher barriers in terms of awareness, outreach, and customer acquisition.

Our Initiative
In response to these challenges, Heartland Japan hosted a webinar to introduce the Gin no Bashamichi Cycling Tour, which takes place in Hyogo Prefecture, to overseas travel professionals—particularly those in Europe, North America, and Australia.

Webinar Highlights

1. Cycling Culture in Japan
   An overview of Japan’s cycling scene, including popular routes, safety considerations, and available support systems.
2. Introduction to the Gin no Bashamichi Cycling Tour
   A deep dive into the history and appeal of the Gin no Bashamichi (“Silver Carriage Road”), a former silver transport route from the Meiji era that now serves as a scenic cycling path.
3. The Allure of Hyogo Prefecture
   An introduction to Hyogo’s cultural assets that can be enjoyed alongside the cycling tour—such as historic castles, onsen (hot springs), and local sake.

Participant Reactions and Future Outlook
During the webinar, participants actively engaged in the Q&A session, with many asking detailed questions about accommodations and support systems—demonstrating a high level of interest.
The fact that such a specific theme like cycling attracted a focused and engaged audience is a meaningful achievement.

Japan’s inbound tourism has traditionally revolved around temples, cuisine, and pop culture. However, this webinar successfully conveyed the appeal of outdoor activities like cycling as a way to explore the country’s natural beauty and regional cultures.

Cycling along the historic Gin no Bashamichi offers not only historical significance but also access to nearby attractions such as Himeji Castle, hot springs, and local sake. This combination makes it an extremely compelling travel product.

In post-webinar surveys, “historic hot spring towns” and “Himeji Castle” were most frequently cited as the most attractive resources in Hyogo Prefecture—suggesting the tour’s potential to deliver high levels of satisfaction for international travelers.

This webinar served as a first step in introducing the hidden charms of Hyogo Prefecture and established a solid foundation for future development.

To further enhance the experience, efforts will be required to develop guides capable of conveying local stories, improve the quality of experiential programs, and establish a multilingual information infrastructure through public-private collaboration.

Selling SIT-targeted products in lesser-known destinations and achieving actual inbound travel through them is a complex and challenging process. However, the webinar has already led to concrete business discussions with several companies—ranging from the development of co-branded tour packages to incorporating the tour into tailor-made proposals.

Unlike town-based cycling experiences that combine short rides with cultural stops, a long-distance cycling tour designed to be enjoyed over a week or more remains largely untapped in Japan.

Heartland Japan will continue to promote and develop tours that highlight the unique character of each region, delivering a new, sustainable, and captivating model of travel in Japan to the world.