Otetsutabi Exceeds 100,000 Registered Users! User Base Expands to Seniors Amidst Rising Prices and Shifting Travel Values

Otetsutabi Inc. (Headquarters: Shinagawa-ku, Tokyo; CEO: Rina Nagaoka; hereinafter "Otetsutabi"), which operates "Otetsutabi," a matching service that combines "helping out" with "travel," has seen its registered users steadily increase year by year, driven by rising prices and changing values regarding travel. As of June 2026, the number of registered users has surpassed 100,000, up from 5,000 in 2021. To commemorate this milestone, we are releasing an infographic that visually represents "The Journey of Otetsutabi" through numbers.

What is Otetsutabi?

Otetsutabi is a matching service that combines "helping out" (short-term part-time work) with "travel." It connects local businesses, such as the accommodation and agriculture industries facing labor shortages, with individuals who want to enjoy travel while working.

Travelers bear their own transportation costs to the destination, but by working locally, they can earn remuneration, thereby reducing the financial burden of their trip. Furthermore, through interaction with local residents, they can enjoy the local culture and lifestyle more deeply.

Local businesses can attract workers from all over the country by offering remuneration and accommodation (such as dormitories) to workers from outside the region. The recruitment period can range from a minimum of 1 night and 2 days to less than 2 months, and employment duration, working hours, and job duties can be flexibly set. Additionally, by allowing workers to sightsee in the area during their days off or free time, it is expected to revitalize the local economy.

See the Otetsutabi website

Why was "Otetsutabi" created?

Founder Rina Nagaoka is from Owase City, Mie Prefecture. Owase is a charming region to Nagaoka, but after moving to Tokyo for university, even when she mentioned Owase as her hometown, she was often met with "Where is that?". While feeling frustrated by this situation, she entered the workforce and visited various regions on business trips, where she realized that many places across Japan possess unique charms. "I want people to know about the hidden charms of regions across Japan!" With this thought, she quit her corporate job, canceled her apartment in Tokyo, and spent six months traveling across Japan. In every region she visited, "labor shortage" was a serious issue. She helped out in the communities when asked, deepened her connections with local people, and gained a deeper understanding of each region's appeal. From this experience, she conceived the idea of creating a new purpose for travel in regions by incorporating "helping out," thereby creating a system to attract visitors even to areas without famous tourist spots, and allowing people to discover the charm of a region through the collaborative work of helping out. In 2018, she founded "Otetsutabi Inc."

The World "Otetsutabi" Creates

Otetsutabi addresses the challenge of "labor shortages" in regions by creating a "new travel destination," fostering a new flow of people to rural areas. By working in the region, people meet locals, leading to deep interactions that go beyond typical tourism. We believe that each of these encounters eventually cultivates a continuous base of fans (related population) for the region.

While Japan's population is declining overall, we believe that by sharing people rather than competing for them, and by creating a system where one person can fulfill multiple roles (two, three, or more) to engage with and support communities, we can contribute to the sustainability of society.

Over 2,800 Businesses in All 47 Prefectures Offer Opportunities: Jobs Utilizing "Micro-Skills" and Unique Opportunities are Increasing

Currently, over 2,800 businesses nationwide are registered as host organizations. While the focus has been on helping out in the accommodation industry (inns, hotels) and primary industries like agriculture and fishing, recently, there has been an increase in opportunities that leverage personal strengths and past experiences, such as "micro-skill" roles (e.g., chefs, English support, social media posting) and unique local needs (e.g., festival MCs, snow removal, local assistance teams).

106,000 Registered Users: Who is Participating? [Participant Demographics]

Approximately half of the participants are from Generation Z (teens and 20s). However, in recent years, there has been a significant increase in participation from middle-aged and senior demographics (50s and above), including those who have taken early retirement or homemakers whose children have grown up. Additionally, a large number of participants come from the Tokyo metropolitan area, creating a flow of people from urban to rural areas.

Diversifying User Base, From Youth to All Generations. [Age Group Changes]

Background for Increased Users: Rising Prices and Changing Values of Seniors Regarding Travel

User numbers are increasing due to the rising cost of travel and a fundamental shift in what seniors seek from their travel experiences.

According to a survey by Jalan Research Center, individuals in their 40s and 50s increasingly value "fulfillment and satisfaction" (40s: 24.4%, 50s: 25.3%), while those in their 60s and 70s show a stronger desire for "non-ordinary experiences" away from daily life (60s: 18.7%, 70s: 20.7%, the highest among all age groups). Furthermore, for solo travelers, there is a tendency to derive high satisfaction not just from consumption, but from "mental and physical well-being" and "connection with the local community."

*Reference: Recruit Co., Ltd. Jalan Research Center "Analysis of 'Play and Experience' Word-of-Mouth" (https://jrc.jalan.net/wp-content/uploads/2026/06/asobitaiken2026.pdf)

Indeed, the top two reasons for participation among senior users of Otetsutabi are "desire for new encounters and experiences" and "interaction with local people," aligning perfectly with the travel preferences of modern seniors. Otetsutabi, where participants stay for an average of about 14 days and work locally (short-term part-time jobs), offers a new travel option that meets these senior needs while mitigating the increased travel costs due to rising prices by earning remuneration at the destination.

This new form of travel, which was nominated for the "New Words and Buzzwords Award," is gaining attention not only among young people but also as a way to broaden the intellectual curiosity and opportunities for seniors. Recently, a collaboration with JR East's "Otona no Kyujitsu Club" has begun, further promoting opportunities for middle-aged and senior individuals.

▼ Otetsutabi Nominated for "New Words and Buzzwords Award" Top 30 https://prtimes.jp/main/html/rd/p/000000173.000036175.html

▼ Otetsutabi and JR East's "Otona no Kyujitsu Club" Visualize "Contribution Travel" for Seniors ~Proposing a New Form of Travel for the 100-Year Lifespan Era through "Transportation x Helping Out" to Address Regional Labor Shortages~

https://prtimes.jp/main/html/rd/p/000000203.000036175.html

Actual Scenes from Otetsutabi

Various forms of "helping out" are taking place across the country, primarily in the accommodation and primary industries.

Harvesting and sorting persimmons at a farm Preparation of ingredients at an inn Hotel breakfast buffet customer service Serving meals and cleaning at a traditional inn Voices of Participants: Why Middle-Aged and Senior Generations are Choosing Otetsutabi Now

Middle-aged and senior participants in Otetsutabi prioritize new experiences and community interaction. They are motivated to contribute their long-cultivated skills to society and are enthusiastic about enriching the latter half of their lives.

50s: Want to enjoy their future lives after raising children

"Prompted by my children becoming independent, I retired from a major company before turning 50. I registered because I wanted to try modern, flexible work." (51, Male)

"For 18 years, I supported operations as an assistant manager at a restaurant. I am confident in my customer service skills. My children are no longer young, so from now on, I will work with a smile on Otetsutabi to 'enjoy my own life.'" (53, Female)

"After my children became independent, I resigned from the company where I had worked for 15 years. Through working and being helpful, discovering the charms of the region has led to my own learning." (57, Female)

"My three children are adults and no longer need my constant care, so I retired from my full-time job. I love the style of traveling as if living there, and I thought it would be great to work part-time while traveling. I found out about Otetsutabi on TV and applied." (53, Female)

60s: Want to utilize cultivated skills and experience in local communities

"Upon retirement, I want to restart my life with the goals of 'doing what I've always wanted to do,' 'enjoying myself,' and 'expanding my world of encounters.'" (60, Male)

"I am confident in my ability to work efficiently using the process improvement know-how I gained during my corporate career. I also have customer service experience and can be an immediate asset." (67, Male)

"After finishing my teaching career, I am broadening and deepening my social studies by engaging in various jobs with a fresh perspective. The interactions with people I meet at my Otetsutabi destinations are treasures. I am grateful to have gained a valuable network across the country." (62, Male)

"After retiring from the company where I worked for 38 years, I now value my personal time. I want to utilize my barista experience gained from working at a cafe three days a week, and my knowledge as an onsen sommelier, to help out in the accommodation industry and with farmers in rural areas." (63, Female)

"I want to make my future life more profound by experiencing travel not just from the outside, but from the inside. I love meeting people and am excited about taking on new challenges in unfamiliar places." (64, Female)

70s: "Lifelong Active! Confident in my physical strength."

"After retiring from public service, I have participated about once every two months, working on 15 Otetsutabi assignments including hotels, farm work, and ranch maintenance. I have stamina built from my hobbies of running (marathons) and mountain climbing, and I am healthy in mind and body." (70, Male)

"After retiring as an English teacher in high school, I have worked in various positions. I love 'working' to maintain my health and prevent aging." (71, Male)

"I am confident in my physical strength, having trained through Shorinji Kempo and camping. I work as a handyman and can handle various issues. I am truly looking forward to going to unfamiliar places and doing new jobs." (70, Male)

Creating "New Encounters" with Little-Known Regions and Generating "Fans of the Region"

In a participant survey, 49% answered "I didn't know about the region I stayed in," and 80% answered "I would not have visited if it weren't for Otetsutabi."

Otetsutabi creates opportunities for "helping out," attracting people to regions they might not have otherwise visited and fostering new encounters.

As a result, 85% of participants responded, "I want to revisit the region I stayed in," indicating a steady increase in regional fans through Otetsutabi.

The Impact of Otetsutabi on Life

91% of participants responded, "It has had an impact on my career or life." Encounters through Otetsutabi are not just temporary stays or trips; they are leading to cases where participants' future career paths, work styles, and life choices are influenced.

Actual Life-Changing Encounters and Connections are Being Made [Otetsutabi Participant Testimonials]

Through Otetsutabi:

A man decided to relocate, find employment, and start a business. A woman married into a ryokan where she was working and became the young proprietress. A chef began a two-location lifestyle, living in both Tokyo and a rural area. A woman relocated and became a community revitalization volunteer. A university student decided to relocate and work for the local government. Read participant experience articles [100,000 User Milestone] "1st Otetsutabi Award" Special Page Released

To celebrate reaching 100,000 registered users, we have launched the "1st Otetsutabi Award" special website. With the concept of "To a journey of finding a second hometown, where there are people you want to see again and return to," we are presenting and introducing regional businesses (Otetsutabi destinations) that have fostered wonderful connections, based on warm episodes submitted by participants (travelers) who have actually visited the locations.

At Otetsutabi, we value experiences where participants come to love the region while working and living there, and feel "I want to see them again" to the people they meet. These experiences are made possible by the warm interactions with our host organizations and their efforts to convey the charm of their regions. Through this award, we aim to further expand new encounters nationwide by sharing the stories of our host organizations that have created many "want to meet again" moments.

Businesses Recognized (Selection Criteria):

Warm Interaction: Are they welcomed warmly like family?

Promotion of Regional Charm: Beyond work duties, do they share the region's nature and culture?

Thorough Support: Do they provide careful support to ensure even inexperienced individuals can work with peace of mind?

Acceptance of Diverse Participants: Do they welcome participants regardless of age or experience?

Special Website URL: https://otetsutabi.com/lp/award/2026

Seeking Businesses Facing Labor Shortages

Otetsutabi is recruiting regional businesses nationwide (farmers, hotels, inns, etc.) facing labor shortages. If you are struggling with issues such as "not receiving applications despite posting job openings," "lack of local workers," or "need temporary staff during peak seasons," please feel free to contact us. Registration and job posting are free of charge.

Currently, over 2,800 businesses are registered, primarily in the accommodation industry (hotels, inns) and primary industries (agriculture, fishing). However, recently, the scope has expanded to diverse industries including guesthouses, campgrounds, sake breweries, seafood processing companies, and restaurants.

Post a job opening on Otetsutabi

Voices from Host Businesses

"Meeting and working together with companions through Otetsutabi." (Shizu ku, a ryokan with private saunas and Mt. Fuji views in Yamanakako Village, Yamanashi Prefecture): https://media.otetsutabi.com/20250324-2/ "Labor shortages are dramatically resolved. With Otetsutabi, people reliably come to rural areas." (Kumano Bettei Nanokano-shima, Wakayama Prefecture): https://media.otetsutabi.com/20240307-2/ "Those who come through Otetsutabi become fans of Monbetsu and the hotel. Many visit more than 2-3 times." (Monbetsu Prince Hotel, Monbetsu City, Hokkaido): https://media.otetsutabi.com/20240703-2/ "We are very grateful to receive help on the desired dates. While conveying the appeal of apples, we protect the town's farmland." (Marukame Kajuen, Matsukawa Town, Nagano Prefecture): https://media.otetsutabi.com/20241031-2/ "Since they can work on-site, we expect this to lead to long-term employment." (Gyoza Specialty Store SHIRONA): https://media.otetsutabi.com/20240521-2/ "Dairy farming struggling with labor shortages. Exploring new forms of employment through Otetsutabi." (Mosir Co., Ltd., Betsukai Town, Hokkaido): https://media.otetsutabi.com/20250325-2/ Regarding Media Inquiries | Available Nationwide

We want more people to know about "Otetsutabi" as a new travel style and a means of securing staff during busy periods. We operate throughout Japan, so if you are interested, please feel free to contact us via the form below. We also welcome consultations during the planning stages.

Otetsutabi Inc. Public Relations: Hayakawa

TEL: 080-5010-5175 / Email: info@otetsutabi.com

Inquire about media coverage

Company Name: Otetsutabi Inc.

Representative: Rina Nagaoka, CEO

Locations: (Tokyo Office) 2-29-9 Nishi-Gotanda, Shinagawa-ku, Tokyo 141-0031

(Shizuoka Office) 1-8-43 Takabayashi, Chuo-ku, Hamamatsu City, Shizuoka 430-0097

Established: July 2018

Capital: 70,286,500 Yen

URL: https://otetsutabi.com/