Glamping Resort Born in 'Iya Valley,' One of Japan's Three Great Secluded Regions! Comprehensive Production from Planning & Development to Opening & Customer Attraction. ~Smooth Start with Nearly Full Occupancy from Pre-opening to Golden Week~

Capsule Co., Ltd. (Representative: Takaaki Tori) comprehensively produced the glamping resort facility 'IYA-KEI GLAMPING TOMORI' (Operating Representative: Satoshi Sasaki) in Iya Valley, Miyoshi City, Tokushima Prefecture, which opened on April 25, 2026. The production covered everything from planning, design, and development to opening preparations, customer attraction, and branding. Since its pre-opening on April 15, the facility has seen a smooth start, including nearly full occupancy until the end of Golden Week, despite its secluded location.

## Japan's Three Great Secluded Regions, 'Iya Valley,' Enchanted Development Members

After being nominated as a development partner, the development members who first visited the Iya Valley area were greeted by an overwhelming natural environment that surpassed the word 'secluded region.'

Iya Valley is dotted with nationally renowned tourist attractions such as 'Kazurabashi Bridge,' 'Oboke and Koboke Gorges,' and 'Hinoji Valley,' and has recently attracted attention as an area with a high growth rate in inbound tourism.

On the other hand, the planned development site was located even deeper than these representative tourist spots, a special space surrounded by mysterious mountains and clear streams.

1. Nature of the Iya Valley Area
2. Nature of the Iya Valley Area
3. Streams running through the mountains of the development site

## Capsule Co., Ltd.'s Comprehensive Production Capability Tested by a Secluded Location

After the location survey, the first important process was the planning of 'Secluded Glamping,' zoning, and the construction of a business plan.

Due to the nature of Iya Valley, physical challenges such as utilizing steep slopes and vast land, as well as legal restrictions on development like the Natural Parks Act and the Sediment Disaster Prevention Act, stood as hurdles.

Our design team held repeated discussions with relevant departments of the prefecture and city, organizing 'feasible scopes' one by one.

Following this, in collaboration with the planning team, we constructed an optimal zoning and business plan that balanced the client's vision, development budget, and business viability.

In this project, we provided comprehensive support from the initial development stages to the opening, including assistance in utilizing subsidies and preparing documents for financial institutions.

Even during the construction phase, changes in specifications and adjustments to processes occurred due to topographical conditions and weather. However, with the cooperation of the client, local construction stakeholders, and various outdoor manufacturers, the opening was successfully achieved.

4. Development scenery
5. Development scenery
6. Development scenery

## Opening Preparation and Facility Branding for 'TOMORI'

Simultaneously with this development, we promoted opening preparations and facility branding.

Key phrases set through discussions with the client were:

* 'Enjoy Japan's Three Great Secluded Regions comfortably'
* 'Provide a special time staying at TOMORI'

To embody this concept, we planned and designed the following three as core experiential values:

* Outdoor auberge-style dining experience thoroughly utilizing local production for local consumption.
* Interior design and furniture planning for accommodation buildings that evoke the stories of Iya Valley.
* Activity experiences that leverage the stream itself.

For cuisine, in addition to Tokushima brand meats like 'Awa Beef,' 'Awami Pork,' and 'Awao Chicken,' dishes such as 'Bi~nasu (seasonal),' 'Iya Tofu,' and 'Salt-grilled Ayu' express the climate and food culture of Iya Valley. Since opening, it has received high praise from guests.

There are a total of 5 accommodation buildings (3 dome tents / 2 glamping cabins). Each has a different story, and the interior and furnishings vary by building, allowing guests to choose according to their stay purpose and companions.

Furthermore, as experiences utilizing the stream, 'Stream Sauna' and 'River-healing' (River x Healing) that soothe with the sound of the river have been developed, unique to TOMORI.

Our opening preparation team provided total support, including staff training, site visits to other facilities, establishment of opening operations, and creation of operation manuals.

7. Menu development
8. Site visit training to other facilities
9. Site visit training to other facilities
10. Opening staff training / operation manual creation, etc.

## 'TOMORI' Marketing Strategy

For marketing, we first analyzed tourism trend data for the Iya Valley area. However, since this facility is a new type of accommodation different from traditional hot spring inns or guesthouses, instead of directly applying existing data, we redefined TOMORI's unique target audience. Based on this, we gradually rolled out the following:

* Official Website (teaser version → main site)
* Official Booking Site
* Google Business Profile
* Digital Advertising (Google Ads, Instagram Ads)
* Press Releases (two-stage delivery: concept edition / opening edition)

We plan to position the first year after opening as a market evaluation verification phase, providing consulting support to continuously improve based on reservation and accommodation data.

Currently, even before utilizing OTAs (Online Travel Agencies), the facility has been almost fully booked from pre-opening to Golden Week, and reservations for the summer vacation period have started to come in.