[Izu-Nagaoka Onsen × Agriculture] 'Cultivating Tourism' Program Launches to Connect Travelers and the Region Year-Round

Innovation Partners Inc. (Headquarters: Minato-ku, Tokyo; Representative Director: Shinichiro Honda) and the Izu-Nagaoka Onsen Ryokan Cooperative (Chairman: Katsutomo Igawa) are working to create new tourism content utilizing local resources in Izu-Nagaoka Onsen, with the aim of enhancing the value of stays and expanding tourism consumption. As part of this effort, they are fully launching the 'Cultivating Tourism' program, which fosters deep connections with the 'agriculture' of Izunokuni City during travels and builds relationships throughout the year.

From the era of group travel once touted as 'Nights are fun at Izu-Nagaoka Onsen' to the modern shift towards individual travel, this is a future-oriented initiative to transform the stay experience centered around ryokan into something more fulfilling, allowing guests to deeply appreciate the region's charms under the new slogan 'Nights are also fun at Izu-Nagaoka Onsen.'

1. First 'Cultivating Tourism' Initiative: Year-Round Strawberry Experience Program with Nabe-chan FARM

As the first collaborative effort of this program, they have teamed up with young farmer Nabe-chan FARM (Representative: Taiga Watanabe) to develop a year-round story-based experience program themed around 'strawberries.'

Going beyond the common 'fruit picking' activities, this new experience program allows participants to engage with the farm throughout the entire year: preparing the soil, planting seedlings, watching them grow, harvesting strawberries from the plants they cared for and packing them, and at the end of the season, removing the plants while on a treasure hunt.

2. First Step in the Year-Round Experience! 'Red and Delicious Treasure Hunt' Event

As the kickoff for this 'Year-Round Strawberry Program,' a special limited-time experience called 'Red and Delicious Treasure Hunt' will be held for one week starting Monday, June 8, 2026.

In the strawberry greenhouse at the end of the season, participants will engage in the unusual farm work of removing (mowing down) the plants together. With red berries still remaining, participants can enjoy the thrill of a 'treasure hunt' as they search for and eat as many red, delicious strawberries as they like.

[Experience Overview]

Date and Time: Monday, June 8 – Sunday, June 14, 10:00 AM – 12:00 PM

Location: Nabe-chan FARM (382 Jike, Izunokuni City, Shizuoka Prefecture) *Parking available (max 8 cars)

Eligibility: Limited to guests staying at member ryokan of the Izu-Nagaoka Onsen Ryokan Cooperative

Capacity: Maximum 8 groups (approx. 30 people) per day

Participation Fee: Junior high school students and above: 2,000 yen / Elementary school students: 1,000 yen / Preschool children: Free

[Schedule (Planned)]

9:30 AM Reception starts

10:00 AM Experience begins, explanation

Strawberry harvesting in the greenhouse (all-you-can-eat)

Farm work experience (plant removal, etc.)

Explanation of strawberry cultivation, etc.

Around 11:30 AM End after completing a questionnaire

[Application and Inquiries]

Please access the dedicated application page to make a reservation.

https://peatix.com/event/5005806

*Application deadline: 8:00 AM on the day of each event

Inquiries regarding member ryokan of the cooperative and accommodation conditions:

Izu-Nagaoka Onsen Ryokan Cooperative TEL: 055-948-1666 (Weekdays 9:00 AM – 5:00 PM)

Inquiries regarding application methods (including cancellations) and event details:

Innovation Partners Inc. TEL: 050-3637-7579 (9:00 AM – 5:00 PM)

3. Future Year-Round Story Development (Planned)

This program does not require participation in all activities throughout the year. The main appeal is that the experience available at the farm changes depending on the timing of your stay, allowing you to connect deeply with 'agriculture' in a different way each time you visit.

Starting with this first step, the program is planned to develop within the following framework:

September: 'Planting Seedlings' – Making the start of the next season your own

October – December: 'Greenhouse Tour + Farmer's Tips (Explanation)' – Learning about growth conditions and cultivation techniques

January – May (following year): 'Harvesting Experience + Packing' – Experiencing not just harvesting but also the commercialization process

April – May: 'Soil Preparation / Maintenance Process' – Preparing the soil for the next crop

■ Innovation Partners Inc. Company Profile

Innovation Partners Inc.

Bringing innovation to all 'things, objects, and people.'

Innovation Partners is a project partner company specializing in regional revitalization, focusing on rediscovering the value of local resources and creating/expanding the related population. By implementing new functions such as education, business, culture, and employment into existing assets like accommodation facilities and public spaces, they produce sustainable regional models.

Their implementation-oriented support system was highly evaluated, and in FY2023, they received the 'Regional Revitalization Minister's Award' at the Regional Revitalization Telework Awards.

Established: December 2018
Representative Director: Shinichiro Honda
Location: 1-6-30 Minami-Azabu, Minato-ku, Tokyo
Official Website: https://innovation-partners.jp/

On July 29, 2025, they signed a collaboration agreement on regional revitalization with Izunokuni City and established the Izu Branch within the historic ryokan 'Koyuro Igawa' in Izunokuni City as the first model of Shizuoka Prefecture's 'Onsen Ryokan Office Conversion Project.'

Reference: https://prtimes.jp/main/html/rd/p/000000014.000086910.html

■ Izu-Nagaoka Onsen Ryokan Cooperative Overview

Established: 1962

Chairman: Katsutomo Igawa

Location: 255 Kona, Izunokuni City, Shizuoka Prefecture

Number of Member Facilities: 28 facilities

Official Website: https://izuspa.com