Zenrin Signs Tourism DX Collaboration Agreement with Beppu and Yufu Cities in Oita Prefecture, Utilizing 'STLOCAL' to Promote Stay-Based and Intra-Regional Tourism

Zenrin Co., Ltd. (Headquarters: Kitakyushu City, Fukuoka Prefecture; President and CEO: Michio Takekawa; hereinafter 'Zenrin') has signed the 'Collaboration Agreement on Tourism DX Promotion among Beppu City, Yufu City, and Zenrin Co., Ltd.' with Beppu City, Oita Prefecture (Mayor: Yasuharu Nagano) and Yufu City, Oita Prefecture (Mayor: Takamasa Souma) on Friday, July 3, 2026. Under this agreement, Zenrin aims to contribute to regional revitalization by building a system that promotes tourism circulation between Beppu and Yufu cities using its tourism DX service 'STLOCAL'.

Photo: Signing Ceremony (from left) Yasuharu Nagano, Mayor of Beppu City; Zenrin Chairman Zenji Takayama; Takamasa Souma, Mayor of Yufu City

Background

Both Beppu and Yufu cities are among Japan's most renowned hot spring tourist destinations. In December 2025, the two cities jointly signed the '～The Onsen Capital of the World～ World's Greatest Resort and Grand Hot Spring Village Agreement,' actively promoting stay-based and intra-regional tourism by leveraging their rich tourism resources.

Zenrin provides 'STLOCAL,' a tourism DX solution that integrates high-precision geospatial data with digital transformation (DX) technologies to create new value for tourist destinations. The company offers various digital services that seamlessly connect tourists' trip planning (pre-trip), on-site experiences (during-trip), and post-trip activities, maximizing overall travel satisfaction. Additionally, by visualizing tourist behavior on maps and providing objective data, Zenrin supports local governments and tourism businesses in formulating tourism strategies—aiming to 'create tourism DX through maps.'

This marks the first tourism DX agreement between Zenrin and municipalities in Oita Prefecture, establishing mutual cooperation to further promote stay-based and intra-regional tourism in both cities.

Agreement Overview

Through the tourism DX service 'STLOCAL,' the initiative will disseminate information on tourism events and attractions in Beppu and Yufu cities and plan and promote model tourism courses. Centered on the key focus areas listed below (※), the initiative will utilize core smartphone app features provided by 'STLOCAL'—including digital maps, digital stamp rallies, digital tickets, and digital coupons—to realize cross-city tours, address transportation challenges, and visualize tourism circulation patterns. These efforts aim to further accelerate the implementation of the '～The Onsen Capital of the World～ World's Greatest Resort and Grand Hot Spring Village Agreement' shared by both cities.

In the first year, the initiative will target domestic tourists and implement comprehensive promotional strategies through the 'STLOCAL' service, aiming to enhance travelers' consideration of destinations (pre-trip), awareness during visits (during-trip), and willingness to revisit (post-trip).

※ Key Focus Areas

(1) Planning of tourism content, data preparation, and information dissemination

(2) Realization of stay-based tourism and intra-regional circulation across both cities

(3) Contribution to expanding tourism consumption

(4) Implementation of promotional activities to attract tourists

Roles of Each Party

Organization Name

Role

Zenrin

Function development and demonstration through tourism digital map services

Beppu City and Yufu City

Cooperation in advancing collaborative initiatives and promoting participation of tourism-related businesses and stakeholders

Statements from Stakeholders

・Zenrin Chairman Zenji Takayama

I am delighted that we can sign a tourism DX agreement with Beppu City, our founding city, and Yufu City, one of Japan's premier tourist destinations. Leveraging Zenrin's detailed geospatial data and expertise in information analysis, we will contribute to creating diverse tourism experiences in collaboration with both cities, working toward solving regional challenges and promoting their unique charms.

・Yasuharu Nagano, Mayor of Beppu City, Oita Prefecture

It is a great honor for Beppu City to sign this agreement with Zenrin, the company founded in our city. We will actively work to ensure that this agreement not only benefits Beppu and Yufu cities but also contributes to promoting regional tourism throughout Oita Prefecture and Kyushu.

・Takamasa Souma, Mayor of Yufu City, Oita Prefecture

We expect that the introduction of 'STLOCAL,' which integrates the rich tourism resources such as hot springs that Beppu and Yufu cities are proud of with digital technology, will promote intra-regional stay-based and circular tourism. Through this three-party collaboration, we will further promote the charm of the 'Beppu-Yufuin Grand Hot Spring Village.'

First Initiative: Enhancing Tourism Experiences from Pre-Trip to On-Site with 'STLOCAL'

Starting July 1, 2026 (Wednesday), the 'Beppu-Yufuin Grand Hot Spring Village Area' has been added to the 'STLOCAL' service coverage. As a measure to activate intra-regional tourism, a 'Beppu-Yufuin Grand Hot Spring Village Digital Stamp Rally' utilizing GPS check-in functionality will be held from Friday, July 3, 2026, to Sunday, April 4, 2027.

Participants who visit four or more designated spots within each theme and check in via GPS will be entered into a lottery to win prizes (four winners in total).

About 'STLOCAL'

'STLOCAL' is a tourism DX solution developed by Zenrin that integrates high-precision geospatial data with DX technologies to create new value for tourist destinations. It seamlessly connects individual travelers' trip planning (pre-trip), on-site experiences (during-trip), and post-trip activities, maximizing overall travel satisfaction.

<STLOCAL Service Areas>

【Nagasaki Prefecture】 Nagasaki City, Sasebo-West Kyushu, Goto Islands,

Nagasaki Airport-Ōmura City, Hasami-Higashisonogi, Unzen City

【Saga Prefecture】 Takeo-Ureshino-Arita, Imari-Karatsu, Saga

【Fukuoka Prefecture】 Kitakyushu

【Oita Prefecture】 Beppu-Yufuin Grand Hot Spring Village

【Kumamoto Prefecture】 Kumamoto City, Aso

【Miyazaki Prefecture】 Miyazaki City

【Kagoshima Prefecture】 Kagoshima City

▲ 'STLOCAL' App Screen Image