Otetsutabi Creates 'Second Hometown' in Wakayama City, Aiming to Foster Related Population; Approx. 60% Interested in Visiting or Relocating to Wakayama

Otetsutabi Inc. (Headquarters: Shinagawa-ku, Tokyo; CEO: Rina Nagaoka; hereinafter referred to as 'Otetsutabi'), operator of 'Otetsutabi,' a human resource matching site combining 'help' and 'travel,' has launched an initiative in Wakayama City, Wakayama Prefecture, in collaboration with the Japan National Tourism Organization's 'Second Hometown Creation Project,' the General Incorporated Association Tourism Nation Platform, and Osaka University of Tourism. This project aims to create and expand the 'related population' for the region.

This initiative aims to build a new tourism model where people who visit Wakayama as their 'second hometown' (related population) collaborate with local businesses to address regional challenges such as regenerating vacant houses and revitalizing local railways.

Background: Making 'Frequent Visits, Returning Journeys' the Standard in Japan

The 'Second Hometown Creation Project' promoted by the Japan National Tourism Organization aims to popularize and establish a new travel style of 'frequent visits, returning journeys' to uncover new demand in domestic tourism.

Otetsutabi has provided experiences where travelers become part of the community as 'helpers' who work on-site, rather than just tourists, by addressing local challenges ('help').

The current initiative in Wakayama City aligns perfectly with Japan's vision of 'new ways of traveling' and Otetsutabi's mission to 'create regions special to someone.' The goal is to build a model that fosters deep affection and motivation for repeat visits, which cannot be achieved through one-off tourism, by using the resolution of regional issues as an entry point.

Specific Implementation Details:

As part of the Second Hometown project, specific collaborative activities included hosting four 'Otetsutabi' sessions at restaurants and accommodations renovated from vacant houses/stores, with a total of three participants.

• Phase 1: Assistance with renovations of restaurants and accommodations created from vacant houses/stores, as well as assistance with real estate planning for vacant house regeneration.

  • https://otetsutabi.com/plans/13167

• Phase 2: Assistance with cleaning and dishwashing at accommodation facilities.

  • https://otetsutabi.com/plans/13298

• Phase 3: Assistance with bamboo cutting, loading, and transportation, as well as preparation for the Kishigawa Line festival (some content changed from the recruitment stage).

  • https://otetsutabi.com/plans/13477

• Phase 4: Assistance with cleaning a traditional Japanese house (some content changed from the recruitment stage).

  • https://otetsutabi.com/plans/13299

Voices from Participants and Host Businesses

Feedback from actual users and host businesses indicates that interest in regional issues, through interaction with local people, leads to affection and the generation of new ideas.

【Participant Feedback】

• "I was interested in the vacant house regeneration project, and I like Wakayama, so it was close by, which gave me the opportunity to visit. I was deeply moved when a local taught me 'Wakayama-muki' (a local way of peeling oranges). It was great to have such region-specific conversations. I wouldn't have come along the Kishigawa Line without an opportunity like Otetsutabi, so it was a good chance. Everyone was kind, and I felt a sense of calm."

• "It was a valuable experience, like cutting bamboo and helping with the traditional house, which I couldn't get from ordinary tourism. I had many opportunities to talk with local people, and I feel that Wakayama is becoming a special place for me with each visit."

【Host Business Feedback】

• "It was a great help. They tackled even the more challenging and dirty tasks with enjoyment. Having new people come from outside brings new ideas and new interactions, enabling various possibilities, so this Otetsutabi initiative was very meaningful."

▼ Watch the Project in Action (YouTube Video)

Survey Results: High Potential for Creating Related Population in Wakayama City

To gather insights for promoting repeat visits and expanding the related population in Wakayama City, a survey was conducted among 478 individuals, including Otetsutabi users (Survey Period: December 26, 2025 - January 25, 2026).

① Interest in Multi-location Living and Frequent Visits

Regarding visiting a location multiple times a year or engaging in multi-location living outside of one's primary residence, a total of over 72% expressed positive intentions (already doing, planning to do, or considering).

• Already doing and plan to continue: 18%

• Interested and plan to do in the future: 7%

• Interested and considering: 47%

② Interest in Visiting or Relocating to Wakayama City

Regarding future 'multi-location living' or 'relocation' to Wakayama City, a total of 64% expressed interest.

• Very interested: 8%

• Interested: 16%

• Slightly interested: 40%

③ Towards Future Development

Based on questions such as those below, we have compiled elements and plans necessary to connect to future visits to Wakayama City. These will be used as material for considering measures to create and expand the related population in Wakayama City going forward.

• Please tell us the seasons or times of year you would like to participate when recruitment for 'related population' is available in Wakayama City, Wakayama Prefecture.

• Please tell us the ideal length of stay when working as a 'related population' in Wakayama City, Wakayama Prefecture.

• If you find a place you like in Wakayama City, Wakayama Prefecture, how many times a year would you like to visit?

• Regarding 'related population' activities in Wakayama City, Wakayama Prefecture, what type of assistance are you most interested in?

etc.

What is 'Otetsutabi'?

'Otetsutabi' is a human resource matching service that combines 'help' (short-term part-time work) and 'travel.' It matches regional businesses struggling with labor shortages with travelers who want to enjoy travel while working.

Travelers bear their own transportation costs to the destination, but they can earn rewards by working there, thus reducing travel expenses. Furthermore, by interacting with local people, they can experience the local culture and lifestyle more deeply.

Regional businesses can recruit workers from all over the country, helping to alleviate labor shortages.

For the region, it is expected to revitalize the economy as visitors enjoy sightseeing in their free time and share the region's charm through social media. Moreover, by spending a certain period (average stay on Otetsutabi is two weeks) in the region and deepening interactions with local people, it leads to the creation of new related populations who think, 'There are people I want to see again,' or 'I want to visit again.'

Collaboration Details

Otetsutabi is currently collaborating with over 70 municipalities through agreements, led by Naruto City in Tokushima Prefecture and Yamanouchi Town in Nagano Prefecture.

▼ Otetsutabi Signs Collaboration Agreement with Naruto City
https://prtimes.jp/main/html/rd/p/000000120.000036175.html
▼ Otetsutabi Signs Collaboration Agreement with Yamanouchi Town, Nagano Prefecture
https://prtimes.jp/main/html/rd/p/000000148.000036175.html

▼ Otetsutabi Signs Collaboration Agreement with Hokuei Town, Tottori Prefecture

https://prtimes.jp/main/html/rd/p/000000163.000036175.html

▼ Otetsutabi Signs Engagement Partner Agreement with Iki City, Nagasaki Prefecture

https://prtimes.jp/main/html/rd/p/000000166.000036175.html

Municipalities and companies interested in addressing labor shortages or creating related populations are invited to inquire via the following links:

■ For Municipalities and Third Sector Organizations:https://form.run/@otetsutabi-collaboration-attract-lg

■ For Companies, JA, and Other Collaborations:https://form.run/@otetsutabi-collaboration-attract-cm

Travel for Work in Rural Areas as an Entry Point to 'Related Population'

'Otetsutabi' has an average stay of approximately two weeks. By working in the region, travelers build connections with local people and relationships with the community that go beyond typical tourism. These experiences not only help alleviate short-term labor shortages but also contribute to creating a 'related population' that maintains continuous ties with the region.

In fact, post-Otetsutabi surveys show the following results:

81% stayed in a region (municipality) they had no plans to visit without Otetsutabi.

49% responded that they 'did not know about the region (municipality) until they stayed there.'

70% responded that it was their 'first visit' to the region (municipality).

86% responded that they 'want to visit the region where they stayed again someday.'

National Case Studies: From 'Otetsutabi' to Relocation, Settlement, and Entrepreneurship

Examples of people finding employment, establishing multi-location residences, and relocating or settling in rural areas after participating in 'Otetsutabi' have emerged.

Expanding User Base: Not Just 'Gen Z' but Also 'Seniors'

Otetsutabi launched in January 2019, and as of February 2026, the number of registered users has surpassed 95,000. While approximately half of the participants are Gen Z, demand from middle-aged and active senior demographics looking for second careers has been increasing in recent years. Host locations exceed 2,300 nationwide, primarily in accommodation (hotels, inns) and primary industries, but acceptance is expanding to various fields such as guesthouses, campgrounds, sake breweries, seafood processing companies, and restaurants.

Collaboration Details

Otetsutabi is currently collaborating with over 70 municipalities through agreements, led by Naruto City in Tokushima Prefecture and Yamanouchi Town in Nagano Prefecture.

▼ Otetsutabi Signs Collaboration Agreement with Naruto City
https://prtimes.jp/main/html/rd/p/000000120.000036175.html
▼ Otetsutabi Signs Collaboration Agreement with Yamanouchi Town, Nagano Prefecture
https://prtimes.jp/main/html/rd/p/000000148.000036175.html

▼ Otetsutabi Signs Collaboration Agreement with Hokuei Town, Tottori Prefecture

https://prtimes.jp/main/html/rd/p/000000163.000036175.html

▼ Otetsutabi Signs Engagement Partner Agreement with Iki City, Nagasaki Prefecture

https://prtimes.jp/main/html/rd/p/000000166.000036175.html

Municipalities and companies interested in addressing labor shortages or creating related populations are invited to inquire via the following links:

■ For Municipalities and Third Sector Organizations:https://form.run/@otetsutabi-collaboration-attract-lg

■ For Companies, JA, and Other Collaborations:https://form.run/@otetsutabi-collaboration-attract-cm

The Future Otetsutabi Aims For

The challenge of 'labor shortages' faced by regions is being transformed into a 'new travel destination,' creating new flows of people to rural areas. Through working in the region, people meet locals and experience deep interactions beyond tourism. We believe that each of these encounters eventually creates continuous fans (related population) for the region.

We aim not only to be a human resource service but also to build an ecosystem where people, resources, and money circulate, with individuals taking on multiple roles, as Japan faces a declining population.

Media Inquiries | Available in All 47 Prefectures of Japan

We wish for more people to know about 'Otetsutabi.' As it is being implemented across Japan, please feel free to contact us via the form below if you are interested in media coverage. We also welcome consultations during the planning stages.

【Contact for Inquiries Regarding This Matter】

Otetsutabi Inc. Public Relations: Kensei Hayakawa
TEL: 080-5010-5175

Email: info@otetsutabi.com