Special Golden Week Tour Deadline Approaching! Experience Firefly Squid Breakfast at Toyama Fishing Port. Hotel Collaboration Plans Continuously Added!
Toyama Prefecture is offering special firefly squid-themed tours during Golden Week, in collaboration with accommodations such as ANA Crowne Plaza Toyama, Super Hotel Premier Toyama Joshikoen-mae, and Hotel Vischio Toyama. This tour allows participants to observe the glowing firefly squid at a private fishing port and enjoy a breakfast prepared with freshly caught firefly squid. The tours are scheduled for May 9, 10, 16, 17, 23, and 24, 2026, with prices varying by hotel and plan (e.g., ANA Crowne Plaza Toyama collaboration plan starts from 74,600 yen for two people). This initiative addresses the challenge of a high percentage of day-trippers from outside the prefecture, aiming to promote overnight stays and expand tourism consumption as part of the "Sushi Prefecture Toyama" branding.
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- 📰 Published: April 14, 2026 at 17:55
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Toyama Prefecture is organizing special tours focused on firefly squid in Toyama Bay, in partnership with local hotels including ANA Crowne Plaza Toyama, Super Hotel Premier Toyama Joshikoen-mae, and Hotel Vischio Toyama. The tour includes a visit to a fishing port, typically inaccessible to the public, before dawn to observe the bioluminescent firefly squid. Following the observation, participants are served a special breakfast prepared with freshly landed firefly squid by local chefs. Tour dates are May 9, 10, 16, 17, 23, and 24, 2026. Pricing for the ANA Crowne Plaza Toyama collaboration plan is 74,600 yen for two people (tour, breakfast, accommodation) or 83,400 yen with transfer. The Super Hotel Premier Toyama Joshikoen-mae collaboration plan is 36,200 yen per person for a single room or 33,000 yen per person for a double room. These efforts are part of the "Sushi Prefecture Toyama" branding campaign, designed to encourage longer stays and increase tourism spending, particularly addressing the issue that approximately 70% of visitors from outside the prefecture are day-trippers.