Setouchi Brand Corporation (SBC), part of the Setouchi DMO*, is conducting an inspection program for the "Tawarayama Onsen Regional Revitalization Project" underway in Tawarayama Onsen, Nagato City, Yamaguchi Prefecture.
This program offers a systematic learning experience covering the regional revitalization initiative through public-private collaboration and the "Town-Wide Ryokan" trial, which treats the entire hot spring town as a single inn, from concept through business implementation.
Target Participants:
- Officials from municipal governments, companies, and organizations
- University seminars and research groups
- Other interested parties
About the Tawarayama Onsen Regional Revitalization Initiative
Tawarayama Onsen has a 1,100-year history since its opening and has been known as one of western Japan's premier hot spring healing destinations with exceptional water quality. However, in recent years, the area has faced challenges in sustainable management as a hot spring resort due to declining numbers of hot spring cure visitors, lack of successors, and increasing vacant ryokan and houses.
In response to this situation, the community, private sector, and local government collaborated to create the "Tawarayama Onsen Grand Design (Basic Plan and Implementation Plan)" to envision the area's future. As part of the promotion structure, Tawarayama Mirai Design, a community-based organization (Nagato City, Yamaguchi Prefecture; Representative Director: Yoshihiko Fujinaga), was established. This organization includes community representatives, private companies, financial institutions, and government officials. Additionally, Tawarayama Create Inc. (Nagato City, Yamaguchi Prefecture; Representative Director: Tomoyuki Tabei) was established by SBC as the business promotion company.
An opening ceremony held on September 4, 2025, was attended by television and newspaper media, with coverage in various media outlets throughout Yamaguchi Prefecture.
Reception facility renovated from the former public bath "Kawa no Yu"
Reception at "Kawa no Yu"
Guest room example at Tawarayama Town-Wide Ryokan Kyoya
Inspection Program Overview
The inspection program consists primarily of lecture sessions and on-site inspection sessions. Specific content and inspection targets can be flexibly adjusted according to participating organizations' interests and objectives.
▶Lecture Content (Examples)
- Why Tawarayama Onsen declined and why revitalization is necessary
- Challenges and solutions in advancing collaboration between community and government
- Consensus-building process for creating a shared vision with local residents
- Trial and error and problem-solving toward realizing the "Town-Wide Ryokan" concept
- Building a sustainable business promotion structure through public-private collaboration
- Changes beginning to emerge in the region and Tawarayama Onsen's future prospects
▶Inspection Acceptance Conditions and Fees (Approximate)
Content: Tawarayama Onsen Regional Revitalization Project Inspection Program
Location: Near Tawarayama, Nagato City, Yamaguchi Prefecture
Schedule: Conducted as needed according to preferred dates (advance consultation required)
Program Outline: Consists of lecture and on-site inspection sessions. Content and inspection targets can be adjusted according to participating organizations' interests and objectives.
Capacity: 2 to 9 participants
(Officials from municipal governments, companies, organizations, university seminars, etc.)
*Groups of 10 or more can be accommodated, but may require shared room accommodation depending on lodging facility availability.
Fees:
- Basic fee (per organization, per session): ¥55,000 (tax included)
- Variable fee (per person): ¥20,000 (tax included)
(Includes accommodation, lunch for 2 meals, and meeting room usage) - Transportation: Actual expenses charged separately
(Transportation from designated locations available. Please inquire for details)
Application Period: Accepting applications on an ongoing basis
Registration Method: Advance reservation required (accepted by email or phone)
About the "Tawarayama Town-Wide Ryokan" Trial
This project applies the "Albergo Diffuso" concept, which treats an entire town as a single inn, to develop a new accommodation management model unique to Tawarayama Onsen.
- Adopting an operational method that centrally manages only guest rooms, suited to the regional characteristic of ryokan with combined residences
- Trial target facilities:
- Hoyo Ryokan Kyoya: 8 rooms
- Izumiya Ryokan: 1 room
- Reception facility established at "Kawa no Yu" in the center of the hot spring town, handling check-in, advance payment, and guest room guidance
Guest room example at Tawarayama Town-Wide Ryokan Izumiya
Bath passes distributed at "Kawa no Yu"
Amenities provided at "Kawa no Yu"
Unique Features of This Initiative
(1) This evolves the traditional "town-wide hotel" concept where reception and guest rooms are in separate locations, by centrally managing reception for multiple different ryokan while effectively utilizing vacant rooms in the ryokan that were previously unused.
(2) A two-tier structure with role division between a general incorporated association responsible for overall community consensus-building and a corporation promoting revenue business. While referencing the "Setouchi DMO model" that has advanced public-private collaboration in the Setouchi region, introducing it as a "regional mini-model version" for Tawarayama Onsen is a distinctive and innovative feature.
Basic Information
Name: Tawarayama Town-Wide Ryokan
Reservation Site: https://www.chillnn.com/198a114032dfc
Address: 5153 Tawarayama, Nagato City, Yamaguchi Prefecture
Access:
By Car:
- From Hiroshima: Approximately 40 minutes from Mine IC on Chugoku Expressway
- From Kyushu: Approximately 40 minutes from Ozuki IC on Chugoku Expressway
- Approximately 80 minutes from Yamaguchi Ube Airport
- Approximately 80 minutes from JR Shin-Yamaguchi Station
- Approximately 60 minutes from JR Shin-Shimonoseki Station
- Approximately 50 minutes from JR Asa Station
By Shinkansen/Train:
- JR Mine Line "Nagato-Yumoto Station" → Bus to Tawarayama (approximately 30 minutes) → "Tawarayama Onsen" bus stop
- JR Sanyo Main Line "Ozuki Station" → Bus to Nagato City Station (approximately 60 to 70 minutes) → "Tawarayama Onsen" bus stop
Number of Rooms: 9 rooms
Opening Date: October 10, 2025
Operating Company Overview
Name: Tawarayama Create Inc.
Established: April 2025
Location: 5153 Tawarayama, Nagato City, Yamaguchi Prefecture
Business Activities: Hotel and ryokan management, operational outsourcing and consulting; real estate rental, management, ownership and operation; regional issue resolution and revitalization-related business, etc.
Shareholders: Setouchi Brand Corporation (100%)
About Setouchi DMO*
Comprised of the Setouchi Tourism Promotion Organization, a general incorporated association with government and private sector participation, and Setouchi Brand Corporation, with participation from financial institutions and private companies inside and outside the region. DMO stands for Destination Management Organization. It promotes sustainable tourism destination development with diverse stakeholders while creating tourism demand and strengthening product and service supply systems.
Company Overview
Name: Setouchi Brand Corporation
Established: April 2016
Location: 10-3 Motomachi, Naka-ku, Hiroshima City, Hiroshima Prefecture
Official Website: https://setouchi-bc.co.jp/
Business Activities: Investment and financing for tourism-related businesses (fund business), consulting for local governments and businesses, development and operation of tourism services and regional products (proprietary business), etc.
