Nikko City Begins Accepting Applications for Luxury Motorcycle Tours Targeting Wealthy Tourists from Europe, the US, and Australia as a New "Route.N" Initiative

Nikko City (Mayor: Tetsuo Sedaka) has presented a motorcycle touring route and released an accompanying video as a new initiative of "Route.N", a tourism promotion project based on the concept of "NEW DAY, NEW LIGHT." Based on this, a private company has opened a special landing page and started accepting applications for luxury touring tours targeted at wealthy tourists from Europe, the US, and Australia.

This project is a new initiative aimed at creating a sustainable tourism region by combining Japan's rich nature and history with the "touring culture" popular in Europe, the US, and Australia.

■ Background: Nikko City Faces Tourism Challenges Such as Sluggish Growth in Tourism Expenditure

Although Nikko City is a world-renowned tourist destination, its easy access from the Tokyo metropolitan area results in many day-trippers, leading to a downward trend in accommodation demand. Consequently, measures to attract high-spending foreign tourists and increase tourism expenditure are urgently needed.

■ "Inbound Touring Tours" as a Solution to the Challenges

To address these challenges, the city focused on "touring tours."

In Europe, the US, and Australia, there is a deep-rooted culture of renting motorcycles at travel destinations and enjoying carefree touring. Travelers who enjoy touring tend to seek scenic roads in the midst of pristine nature and interactions with local culture and people in regional areas, rather than crowded famous tourist spots. Furthermore, many touring tour participants from these regions are seniors in their 50s and 60s, a demographic that tends to have ample time and financial resources.

For these reasons, providing this demographic with package tours that incorporate high-priced accommodations and activities makes it possible to achieve "extended lengths of stay" and "increased tourism expenditure."

■ About the Tours Now Accepting Applications

The tour now accepting applications is a high-value-added package tour costing approximately 1 million yen (for single occupancy), allowing participants to fully experience the charm of Nikko over 5 days and 4 nights.

Special Website (LP)　https://nikkotouring.jp/

• Unique Cultural Experiences and Interaction with Nature: The tour incorporates "mindful" experiences unique to Nikko, such as Goma fire rituals and fly fishing.

• Immersion in Motorcycle Travel: In addition to riding through Nikko's varied, undulating roads, the tour offers appealing content for motorcycle enthusiasts, including a riding experience at one of Japan's premier racing circuits.

• Top-tier Accommodation Experience: Offers physical and mental healing through stays at luxury hotels.

■ Future Outlook

The launch of this landing page and the call for tour applications are positioned as test marketing to directly deliver the appeal of Nikko City to target demographics in Europe, the US, and Australia. Moving forward, we will analyze and verify data and surveys obtained through this project, which will lead to full-scale tour sales and the creation of further high-value-added products in the next fiscal year and beyond.

Nikko City will continue to promote the revitalization of the local economy and the creation of a sustainable tourism region (sustainable tourism) under the philosophy of "NEW DAY, NEW LIGHT. Nikko," which sheds new light on "things that have existed since ancient times."