Experisus Promotes Fukui Prefecture's 'Overseas Wealthy Traveler Attraction Promotion Project'
Experisus Inc. has completed a project for Fukui Prefecture to attract high-net-worth individuals from overseas. By developing five exclusive tourism contents centered on traditional crafts and Zen, and holding promotions in Paris, they aim to increase inbound spending and support regional economic sustainability.
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- 📰 Published: April 28, 2026 at 23:00
- 🔍 Collected: April 28, 2026 at 14:31
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Experisus Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Tomoyoshi Maruyama), which plans, develops, sells, and distributes high-value-added travel experiences for wealthy inbound travelers under the purpose of 'Creating a system to pass down culture for the next 100 years,' announced that it was commissioned by Fukui Prefecture for the 'Overseas Wealthy Traveler Attraction Promotion Project' in May 2025. The company has consistently implemented everything from the development and refinement of tourism content for the wealthy to the establishment of sales channels to luxury travel agencies and promotion in Paris, France.
### Project Overview
#### (1) Purpose
Fukui Prefecture has abundant tourism resources that cannot be replaced by other prefectures, such as ZEN and traditional crafts. However, due to a lack of content and awareness, it has not been sufficiently recalled as a travel destination and has remained a 'transit point' when traveling from outside the prefecture. This project targeted wealthy travelers from Europe and the U.S. who have high spending power. By developing high-value experiences in collaboration with local businesses, setting up sales systems, and promoting attraction efforts overseas, the project aimed to increase inbound spending per capita and achieve sustainable regional economic development.
*Fukui Prefecture, home to the Daihonzan Eiheiji Temple of the Soto Zen sect, promotes a tourism and regional brand centered on the spirit of Zen (mindfulness, harmony with nature, and sustainable living).
#### (2) Content Development
Combining the three pillars of 'Japan-unique tourism resources,' 'scarcity,' and 'high quality standards,' Experisus developed five experience contents based on traditional crafts and food that make Western wealthy travelers feel like they 'want to travel all the way to Fukui.' All of these are exclusive contents that emphasize dialogue with artisans and local people, offering value unique to Fukui that cannot be experienced through general tourism.
Content Example:
SABAE BESPOKE — One-of-a-kind personalized sunglasses guided by masters.
A program in Sabae, a world-class eyewear production center, where visitors can order a one-of-a-kind pair of sunglasses through lectures and style consultations by the CEO or designers. It embodies 'story-driven luxury' through its attention to detail in design as well as functionality.
#### (3) Promotion and Other Measures
In addition to setting up sales channels for the developed content, conducting FAM trips inviting luxury travel agencies (domestic and overseas), and training guides for high-value travelers, the company held the promotion event 'ZEN Alive FUKUI' in Paris in November 2025. Information on the prefecture's charms was shared with more than 20 stakeholders, including local travel agencies, media, and influencers.
### Project Background and Experisus's Role
The Japanese government has set a goal of 60 million foreign visitors and 15 trillion yen in spending by 2030 (Cabinet decision in March 2026), and interest in attracting high-value-added segments to rural areas is growing. According to a Japan Tourism Agency survey, high-value travelers who spend 1 million yen or more per trip account for only about 2% (approx. 590,000 people) of all visitors to Japan, but represent about 19% (approx. 1 trillion yen) of total spending (as of 2023).
In the Western wealthy market, a trend called 'Quiet Luxury' has become prominent. Interest is rapidly growing in deeply enjoying connections with local communities and 'authentic cultural experiences' rather than the consumption of luxury goods. Fukui's traditional crafts, Zen culture, and food culture have an extremely high affinity with this segment. Experisus believes it can significantly accelerate the attraction of wealthy travelers to rural areas by utilizing its 'integrated production and sales' model for experience development and overseas sales.
Based on the trust built with major tourism businesses and regional organizations in Fukui during the 'Inbound Content Discovery and Refinement Project' commissioned in FY2024, Experisus implemented this project in FY2025, covering content development, sales channel setup to a network of approximately 60,000 luxury travel agencies worldwide, and the planning and hosting of the PR event 'ZEN Alive FUKUI' in Paris.
### Project Overview
#### (1) Purpose
Fukui Prefecture has abundant tourism resources that cannot be replaced by other prefectures, such as ZEN and traditional crafts. However, due to a lack of content and awareness, it has not been sufficiently recalled as a travel destination and has remained a 'transit point' when traveling from outside the prefecture. This project targeted wealthy travelers from Europe and the U.S. who have high spending power. By developing high-value experiences in collaboration with local businesses, setting up sales systems, and promoting attraction efforts overseas, the project aimed to increase inbound spending per capita and achieve sustainable regional economic development.
*Fukui Prefecture, home to the Daihonzan Eiheiji Temple of the Soto Zen sect, promotes a tourism and regional brand centered on the spirit of Zen (mindfulness, harmony with nature, and sustainable living).
#### (2) Content Development
Combining the three pillars of 'Japan-unique tourism resources,' 'scarcity,' and 'high quality standards,' Experisus developed five experience contents based on traditional crafts and food that make Western wealthy travelers feel like they 'want to travel all the way to Fukui.' All of these are exclusive contents that emphasize dialogue with artisans and local people, offering value unique to Fukui that cannot be experienced through general tourism.
Content Example:
SABAE BESPOKE — One-of-a-kind personalized sunglasses guided by masters.
A program in Sabae, a world-class eyewear production center, where visitors can order a one-of-a-kind pair of sunglasses through lectures and style consultations by the CEO or designers. It embodies 'story-driven luxury' through its attention to detail in design as well as functionality.
#### (3) Promotion and Other Measures
In addition to setting up sales channels for the developed content, conducting FAM trips inviting luxury travel agencies (domestic and overseas), and training guides for high-value travelers, the company held the promotion event 'ZEN Alive FUKUI' in Paris in November 2025. Information on the prefecture's charms was shared with more than 20 stakeholders, including local travel agencies, media, and influencers.
### Project Background and Experisus's Role
The Japanese government has set a goal of 60 million foreign visitors and 15 trillion yen in spending by 2030 (Cabinet decision in March 2026), and interest in attracting high-value-added segments to rural areas is growing. According to a Japan Tourism Agency survey, high-value travelers who spend 1 million yen or more per trip account for only about 2% (approx. 590,000 people) of all visitors to Japan, but represent about 19% (approx. 1 trillion yen) of total spending (as of 2023).
In the Western wealthy market, a trend called 'Quiet Luxury' has become prominent. Interest is rapidly growing in deeply enjoying connections with local communities and 'authentic cultural experiences' rather than the consumption of luxury goods. Fukui's traditional crafts, Zen culture, and food culture have an extremely high affinity with this segment. Experisus believes it can significantly accelerate the attraction of wealthy travelers to rural areas by utilizing its 'integrated production and sales' model for experience development and overseas sales.
Based on the trust built with major tourism businesses and regional organizations in Fukui during the 'Inbound Content Discovery and Refinement Project' commissioned in FY2024, Experisus implemented this project in FY2025, covering content development, sales channel setup to a network of approximately 60,000 luxury travel agencies worldwide, and the planning and hosting of the PR event 'ZEN Alive FUKUI' in Paris.