Discover the Heart of Japan: How Fuji Kyuko Is Elevating the Mount Fuji Experience

In 2024, Japan welcomed an unprecedented 35 million inbound tourists, a figure that is anticipated to grow even further in 2025. This surge can be attributed to several factors, including the depreciation of the yen and the relaxation of travel restrictions following the COVID-19 pandemic. However, Japan's allure goes well beyond these reasons, offering visitors unparalleled experiences such as the majestic Mount Fuji, world-renowned cuisine, and a vibrant, deeply rooted culture. In your view, what makes Japan stand out as a top-tier tourist destination, and what unique experiences does the country offer to international visitors?

We are a company with approximately JPY 50 billion in annual sales, operating across multiple business lines centered around the Mount Fuji area. While I may not be in a position to represent Japan’s tourism industry as a whole, I am pleased to share my perspective to the best of my ability.

I believe Japan’s appeal lies in its extraordinary diversity. Despite being a relatively small island nation in the Far East, Japan stretches over 3,000 kilometers, encompassing a wide range of latitudes and longitudes. This geographic expanse results in varied landscapes and climates. Each region has its own unique culture, history, and traditions, making it fascinating even for Japanese people to explore these areas and observe how their local customs and ways of life have been preserved. This diversity is one of the key attractions that draws tourists to Japan.

Although Japan’s location in the Far East may make it less accessible for travelers from Europe or the Americas, the country’s internal accessibility more than compensates for this. Japan boasts a highly advanced public transportation system that is renowned for its punctuality, speed, and comfort. In many respects, it offers excellent value in terms of both cost and time, making it easy and enjoyable for tourists to explore the country.

Japan is indeed confronting significant challenges, particularly a demographic shift that will see the population both aging and declining over the next 15 years. This shift is expected to have far-reaching implications for the country’s economy and society. As the domestic population shrinks, tourism will play an increasingly vital role in sustaining economic growth by drawing international visitors and encouraging consumer spending. Could you elaborate on the challenges that this demographic decline will pose for Japan? For instance, how might it affect industries, labor markets, or the preservation of cultural heritage, and what strategies do you think the country can adopt to address these issues while leveraging the potential of inbound tourism?

Considering the current demographic trends, the situation is indeed concerning. Last year, only about 700,000 people were born in Japan—a stark contrast to the roughly two million births during my younger days. This decline is especially evident in the younger generations, which directly impacts Fuji-Q Highland, the theme park we operate. With the number of young people now at just one-third of what it used to be, reaching customers and securing an adequate labor force has become increasingly challenging.

When I became president in 1989, most visitors to Japan were business travelers. Inbound leisure tourism was minimal, while outbound tourism was thriving. With the yen’s appreciation at the time, traveling abroad became more accessible for Japanese citizens, resulting in 15–20 million annual outbound tourists.

Fast forward to today, and the landscape has shifted dramatically. This year, we expect a record-breaking 40 million inbound tourists, a far cry from the limited numbers of three decades ago. Tourism has grown into an industry valued at over JPY 8 trillion, significantly benefiting even regional areas. However, the pandemic underscored the heavy reliance of regional economies, including Fuji Kyuko and the two prefectures surrounding Mount Fuji, on tourism. The absence of travelers during that period dealt a substantial blow to these regions.

It is clear that tourism has become indispensable to Japan’s economy. To counterbalance the negative effects of a declining population, we must further enhance our capacity to attract international tourists. Strengthening inbound tourism is crucial to sustaining economic vitality.

Another critical issue is the labor shortage. To address this, our company, along with the Mt. Fuji area, is actively hiring foreign talent. By creating a new, inclusive community with these workers, we aim to support local operations and contribute to the economic development of the region.

The demographic change and the tourism boom create a unique opportunity for tourism agencies to help bolster the economy and capitalize on the appeal of Japan. Can you speak to some of the specific things that you’re doing to capitalize on the tourism boom?

Since the establishment of our company, we have always focused on attracting foreign travelers to the Mount Fuji area. From the beginning, our goal was to spark international interest in Japan through Mount Fuji. However, the real impact of this approach became evident about ten years ago. At that point, we began strengthening our offerings by adopting a multilingual approach and expanding transportation capacity, making the region more accessible to international tourists.

Over the years, we have steadily developed various business lines catering to inbound tourists, and these have grown stronger alongside the increase in visitor numbers. Most recently, we have been exploring the introduction of a luxury line as part of our efforts to diversify and elevate our offerings. Collaborations with luxury developers will play a key role in the success of this initiative.

Every year we ask our readers about travel trends and around 50% of them are planning to come to Japan within. What message would you like to send to these potential visitors about why they should go to the areas surrounding Mount Fuji, and what experience can they expect?

Mount Fuji and its surrounding area rank among the most captivating and enchanting destinations in Japan for tourists. Recognized as a UNESCO cultural heritage site, Mount Fuji holds a strong international reputation. While there are singular mountains around the world, the scenery surrounding Mount Fuji is uniquely Japanese, offering an experience that is both distinctive and profound.

Visiting the area can also be a deeply spiritual journey. It's difficult to put the experience into words, but standing before Mount Fuji allows you to feel the awe and grandeur of nature firsthand. There is a special emotional resonance that arises when you face Mount Fuji—a stirring connection that transcends description. This extraordinary experience is something truly unique to the Fuji region.

The Fuji Five Lakes region, located at the base of Mount Fuji, is another highlight of the area. This region which is named by our founder, includes Yamanaka, Kawaguchi, Saiko, Shōji, and Motosu lakes, and has developed into a hub of tourism with shopping centers and other facilities that have been established over the past century.

The allure of Mount Fuji remains timeless, offering a view that captivates from every angle. Its beauty evolves throughout the day, presenting different "faces" in the morning, daytime, and nighttime. Each encounter with Mount Fuji provides a fresh and unique experience, ensuring its charm never fades.

One aspect your company is known for is your wide range of transportation services in the region, including the Fujikyu railway line, which provides convenient access to the Fuji Five Lakes region. You also operate express bus services and sightseeing tours. What are your strengths in transportation in the context of tourism within the region, and how are you offering something unique?

We have two core missions: the first is to provide daily transportation within the local areas, and the second is to ensure accessibility to the region for both domestic and international tourists. Our transportation services include buses, taxis, boats, and trains, all of which enhance the ease of travel for both residents and visitors. Our strength lies not only in our expertise in transportation operations but also in operating and managing leisure facilities including amusement parks and shopping centers, connecting all the captivating aspects of the Mount Fuji region. Through collaboration and information sharing, we continuously create new value, making the area an even more attractive destination.

Fuji Kyuko was established in 1926, and by 1929, we had begun developing the railway infrastructure to improve access to the Mount Fuji area and support its growth. This was later complemented by the introduction of our bus services, including rapid highway buses following the construction of highways.

Our predecessors often referred to us as “a tourism company with legs” which means tourism company with a transportation capability, emphasizing the need to balance and strengthen both aspects. As president, my focus is on elevating the travel experience beyond mere transportation. I aim to make the journey itself an attraction, ensuring that traveling within the Mount Fuji region is as enjoyable and memorable as the destination itself.

Besides transportation services, you also operate amusement parks such as Grinpa and Fuji-Q Highland, and entertainment facilities like the Fuji Golf Course. Beyond their individual appeal as leisure destinations, these locations offer breathtaking views of Mount Fuji, which reinforce their unique status as more than just ordinary amusement parks and golf courses. They provide an unforgettable experience to immerse in the natural beauty of the region. Can you talk about how you create these synergies between the leisure parks and golf courses and the surrounding region?

We strive to make each leisure facility independently attractive, without relying solely on the natural beauty of Mount Fuji. That said, the presence of Mount Fuji within view makes our facilities truly unparalleled experiences, offering something that can only be enjoyed in this region.

As my predecessor often said, we “adorn Mount Fuji by giving it more necklaces.” This reflects the company’s founding spirit: to share Mount Fuji with the world by creating unique, one-of-a-kind experiences that leave people with lasting memories and a personal connection to the mountain.

For instance, during the first drop of the roller coaster at Fuji-Q Highland, when excitement and tension peak, riders are treated to one of the best views of Mount Fuji. Similarly, our golf courses are designed with spectacular views of the mountain in mind, with each course named in relation to Mount Fuji. Even our train windows are strategically framed to offer stunning views of the mountain, ensuring that every journey is memorable.

Through these efforts, we aim to enhance the surrounding land’s value and provide visitors with extraordinary experiences, always mindful of whether the mountain itself would "approve" of being adorned in this way.

Of all your leisure and entertainment options, do you have a favorite?

The Fujiyama roller coaster at Fuji-Q Highland, which I personally planned, is a highlight of the park. Additionally, we recently opened the new Fujiyama sauna just last month, offering breathtaking views of Mount Fuji. I highly recommend experiencing it as well—it’s a unique way to enjoy the area’s natural beauty while relaxing.

Besides the services already mentioned, you also offer hospitality services, including the Highland Resort Hotel and Spa and Hotel Mount Fuji. What are your competitive advantages in offering hospitality services and hotels, and how do they complement everything else you offer?

Accommodation facility operations form another key pillar of our business, as they allow us to offer the best Mount Fuji experience from multiple angles and perspectives. Providing top-quality accommodations is essential to ensure visitors can comfortably stay in the area for an extended period and fully immerse themselves in its charm.

Hotel Mount Fuji, located in the Yamanakako area and established over 6o years ago, boasts one of the best views of Mount Fuji. Similarly, the Highland Resort, situated near the theme park, offers exceptional views of the mountain, including from its banquet hall. Through our hotel business, we aim to add new value and enhance the overall Mount Fuji experience for our guests.

In addition, we operate glamping facilities under the PICA brand. These unique accommodations allow tourists to enjoy a luxurious and immersive experience while exploring the surrounding areas. Paired with our transportation services and tourism facilities, which ensure easy access from Tokyo, these options provide a seamless and memorable way to experience the Mount Fuji region.

In 2015, the United Nations adopted the 2030 Agenda for Sustainable Development, setting a global framework to promote environmental sustainability with a long-term goal of achieving carbon neutrality by 2050, a commitment Japan actively supports. What’s interesting about your company is that since your establishment almost 100 years ago, you have been committed to not only preserving but actually vitalizing the environment surrounding Mount Fuji, including the cultivation of forests. Can you talk about some of the positive contributions you have made to the region, why you’re doing this, and some things you would like to do in the future?

Looking back on our 99-year history, we have always faced the challenge of balancing environmental protection with environmental utilization. The founding spirit of Fuji Kyuko has been to open up Mount Fuji to the world while maintaining respect for its natural environment. Our previous president referred to this as "social development," emphasizing the coexistence of environmental preservation and social contribution. This philosophy underlines our commitment to fostering prosperity in the region by attracting both domestic and international travelers to Mount Fuji, providing enriching experiences that benefit visitors while also giving back to the environment.

There is often a misconception that the Fuji-Q Highland theme park harmed the environment. In reality, the site was originally a barren lava field with no trees. Before constructing the park, we actively planted trees and transformed the area into what it is today. Similarly, our 90-year-old golf course was once a grass field; over the years, we have planted trees to create a more traditional golf-course aesthetic while enhancing the environment.

We see it as our responsibility to protect and care for Mount Fuji’s natural surroundings. This commitment is reflected in our initiatives, such as introducing EV buses and being one of the early adopters of liquid natural gas-powered transportation. Additionally, we are highly dedicated to tree planting and preservation efforts, ensuring that our operations contribute positively to the environment.

Mount Fuji is both a domestic and international attraction. You have sales offices in the likes of Shanghai, Taipei, and Bangkok. Are you looking to expand your sales offices internationally or expand where you promote your services internationally? If so, what is your strategy for this and what are some of the target countries or audiences?

Of the millions of inbound tourists visiting Japan, approximately two-thirds come from China, Korea, Taiwan, and Hong Kong. When including the broader Asian region, this number rises to 80%. To effectively attract these visitors, it is crucial for us to maintain a strong presence in these areas through dedicated offices that actively promote tourism to Japan.

However, our promotional efforts are not confined to Asia. We aim to expand our reach globally, targeting regions such as Europe, South America, and Africa. In these areas, we plan to collaborate with local tourist agencies as strategic partners to promote travel to Japan.

Online travel agencies (OTAs) also play a significant role in our strategy. One market of particular interest is India. With its rapidly growing population, India represents an emerging opportunity for inbound tourism. Although the number of Indian tourists visiting Japan is currently small, we see great potential for growth in this market.

Your company will soon celebrate its 100th anniversary. Let’s imagine that we will come back for that anniversary to interview you again. What dreams and goals would you like to achieve by then, and how would you like your company to be seen through the eyes of a global market?

Simply put, Fuji Kyuko is a company dedicated to opening up Mount Fuji to the world. This mission has guided us from the very beginning and will continue to do so for the next 100 years. We warmly invite everyone to visit Mount Fuji and its surrounding areas.

Last year, we updated our logo and introduced a new tagline: "Peak Joy!." This reflects our commitment to creating experiences that inspire and resonate with visitors. As we approach our centennial next year, we remain focused on our founding spirit, goals, and dreams. While our mission of making Mount Fuji accessible to the world is ongoing, we are determined to continue making progress toward fully realizing this vision.

For more information, please visit their website at: https://www.fujikyu.co.jp/en/

To read more about Fuji Kyuko, check out this article about them