A Bus Company Created the Destination After Getting Off the Bus. Regional Tourism Platform 'Kotohira Travel' Launches March 31, 2026

Kotohira Bus Co., Ltd. (Headquarters: Kotohira-cho, Nakatado-gun, Kagawa Prefecture; President and CEO: Taijiro Kusunoki) will launch "Kotohira Travel," a regional tourism platform where travelers can view and book experiences and tours to enjoy during their stay in Kotohira-cho all in one stop, starting March 31, 2026. Addressing the challenge in Kotohira, where 2.11 million people visit annually but the average length of stay remains at 1.13 nights, a bus company that has handled regional transportation is responding from the aspect of experiences. The platform provides a system where not only tourists but also digital nomads and multi-base residents based in Kotohira can find "what to do next," and it is available in Japanese, English, and Traditional Chinese.

Why did a bus company create an experience platform? For many years, Kotohira Bus has operated highway buses from the Takamatsu, Osaka, and Kobe areas as well as local route buses, continuously transporting travelers to Kotohira. However, the environment for travelers who step off the bus to find "where to go next" or "what to experience" on their own was not sufficiently developed. "Kotohira Travel" was born out of the recognition of this issue: "Even if we bring them by bus, there was no reason for them to stay in Kotohira." It is designed as a place where not only tourism businesses but also local residents can offer their daily activities and specialties as experiences.

[Current state of Kotohira: High ability to attract visitors, short stays] - Annual number of visitors: 2.111 million (2024, +7.0% YoY) - 65.0% of the reasons for choosing the destination are "Visiting Kotohira-gu Shrine" - 62.8% are first-time visitors / Average stay: 1.13 nights Source: Kotohira-cho Tourism Basic Plan Visitor Survey, Kagawa Prefecture 2024 Tourist Dynamics Survey Report

How to connect the high visitor attraction originating from shrine visits to stays, return visits, and regional consumption? Kotohira Travel is a platform that tackles this regional issue from the perspective of a private business operator.

Three features of Kotohira Travel 1. One-stop booking: From discovering experiences to booking and purchasing on a single screen Experience tours, accommodations, tourist spots, gourmet food, souvenirs, and people to meet—information necessary for a stay in Kotohira is provided in a single flow. Even on the day when the itinerary is not decided, you can find experiences you can participate in with just a smartphone. It supports three languages: Japanese, English, and Traditional Chinese, anticipating usage by inbound travelers.

2. A system where residents become "creators" Not only tourism businesses but also local residents can register and provide their daily activities and skills as experiences.