Experience Nagano Culture at Ikenotaira

By Daniel de Bomford, Cian O Neill and Paul Mannion

Culture and community are inseparable. When tourists can integrate into the local community and experience authentic culture, their experiences are elevated. For Ikenotaira Hotel & Resort President Yoshihiro Yajima, nourishing the local community goes hand in hand with enriching visitors' experiences. The resort is based on the picturesque Lake Shirakaba in the Nagano Prefecture and offers year-round entertainment for travelers from around the world.

Yajima emphasizes the attractiveness of regional tourism in Japan and says promotion remains a challenge. “Many people still associate Japanese culture exclusively with places like Tokyo and Kyoto, but in reality, Japan’s regional areas offer rich diversity and unique characteristics that go far beyond what those cities represent,” he says. To attract tourists, he explains that there needs to be a balance between culture and “content”, and the resort has developed experiences around skiing, hot springs, and a lively nightlife.

Nagano maintains the highest life expectancy in the famously long-lived country of Japan. Yajima seeks to showcase Nagano’s way of life, as a way for guests to recover, relax and reset. “Whether it’s for detox, stress relief, or simply to feel happy again, we want to provide an environment that supports their well-being,” he says. Alongside family-friendly facilities and activities, the resort is leveraging a unique blend of wellness and local culture to attract international visitors. “Through our health tourism offerings, we aim to share that background and showcase the way of life here in Nagano,” he explains.

Yajima’s life mission is to develop Nagano and Lake Shirakaba, increase the number of people who truly love the area and grow the area into a thriving community. With student numbers increasing in schools and his observations of employee families settling in the area, Yajima sees how closely the regional revitalization efforts are entwined with tourism. The resort is providing experiences for those who are drawn to culturally richer, community-oriented lifestyles. “Ultimately, I want to invite people from all corners of the globe to experience our hotel and resort, and to fall in love with this special place, just as we have.”

To hear more from President Yoshihiro Yajima of Ikenotaira Hotel & Resorts, check out this interview with him