Atami Records Record-High Visitor Numbers: Next Growth Strategy Targets 'Business Use' of Resort Areas

The web media 'Atami Keizai Shimbun' (operated by Conscious Management Inc.) has published a special feature, 'Atami for BIZ: The Current State of Business Use,' summarizing the status and future prospects of workations, corporate offsites, and corporate training in Atami City.

In recent years, Atami has successfully regenerated itself as a tourism destination, and demand for accommodation has been strong. In fiscal 2025, the number of guests reached 3,199,457 (based on bathing tax), a 4.2% increase from the previous year and 3.4% higher than fiscal 2018, before the pandemic. This reached a record high since fiscal 2001, surpassing the projected figure by about 100,000 visitors.

Meanwhile, Atami City and related businesses are working not only on 'expanding volume' but also on 'creating weekday demand' and 'leveling out seasonality' as the next stage. A key measure for this is the promotion of business use, including workations, corporate training, and offsite meetings.

Atami City began developing workation environments in fiscal 2020, supporting local businesses in establishing coworking spaces and meeting facilities. Furthermore, in 2023, Atami City and JTB signed a comprehensive partnership agreement, launching a full-scale business promotion project aimed at expanding interaction and relationship populations. As part of this initiative, 'Atami for Biz' has been launched, providing a dedicated portal for companies to access training programs, meeting venues, lodging, and local experience content in one stop.

In fiscal 2025, promotional activities for metropolitan companies by Atami City and JTB were in full swing. They held two events in Tokyo for corporate managers, introducing corporate training, workations, and regional issue-solving programs in Atami. According to JTB's Shizuoka branch, over half of the inquiries received in fiscal 2025 led to actual bookings, with steady growth in demand for corporate training and company trips.

Corporate needs are also evolving. With remote work becoming commonplace, companies are moving beyond just needing a place to work and are seeking venues that enhance dialogue and organizational creativity. Atami offers accessibility (approx. 40 mins from Tokyo by Shinkansen) and a unique environment (sea, hot springs, historic atmosphere). For corporate training and management retreats, the ease of social interaction during town strolls, hot springs, and meals is highly valued for team building and generating new ideas.

Atami City is not just aiming to be a host for corporate training. While focusing on business use, it is building a brand as a 'City to Refresh While Working' by offering values such as 'retreats,' 'refreshment,' 'third places,' and 'wellness' in the resort setting. JTB's Shizuoka branch intends to strengthen proposals in the fields of retreats and wellness from fiscal 2026 onward as a new value that leads to increased corporate productivity and human resource development.