From Dinosaur-themed hotels to local gourmet experiences and rooms inspired by the enchanting world of Kenji Miyazawa, RIO HOTELS has made “content tourism” a pillar of its regional strategy—the result? Japanese regions have never shone brighter.
By Daniel de Bomford, Bernard Thompson and Antoine Azoulay
Travelling overseas is an unforgettable, edifying experience, rich with new cultures, fresh perspectives and a human connection. It is this energy that Japan has tapped into. It is a hunger which led to nearly 37 million tourists in 2024 arriving onshore, seeking travel experiences where the ultra-modern and unique meets the deeply traditional. RIO HOTELS President Saki Usuki speaks to this, saying Japan’s allure lies in its seamless blend of futuristic cities, breathtaking nature and timeless traditions. As Japan earmarks 60 million visitors by 2030, she speaks to how the company seeks to bridge the gap between regional locales and inbound visitors through novel, themed experiences.
Dino Dreams in Katsuyama
RIO HOTELS is rewriting the tourism playbook—one fossil-fueled adventure at a time—with the Dinosaur Hotel in Katsuyama, Fukui, home to the Fukui Prefectural Dinosaur Museum. Regarded as one of the top 3 dinosaur museums in the world, the hotel's immersive offerings are a perfect pairing, turning each stay into a thrilling prehistoric adventure. “It’s a one-of-a-kind opportunity for guests to stay connected to the excitement and imagination sparked by the museum visit,” Usuki says. Beyond dinosaurs, guests can enjoy the picturesque location, with panoramic views of lush green paddies in summer and soft snow-covered fields in winter. “The serene natural setting offers a perfect atmosphere for rest and relaxation, allowing guests to experience both wonder and tranquility in one stay,” she states.
Katsuyama New Hotels brings dinosaurs to life
A Poetic Escape in Hanamaki
With a public bath designed like a mineral cave and a breakfast buffet showcasing regional flavors, Iwate’s Grand Ciel Hanamaki is a sensory retreat. But the true allure of this hotel lies in how it seamlessly blends comfort with culture and literary enchantment. In the heart of the hometown of famed Japanese poet Kenji Miyazawa, it invites Japanese literature fans to immerse themselves in one of the country’s most iconic authors. Usuki describes the importance of this storytelling, “It’s grounded in what already exists—the local history, culture, people and natural landscape.”
A Taste of Mie
With the rise of gastronomy tourism, RIO HOTELS is catering to food lovers and culinary professionals, offering immersive experiences centered on Japanese cuisine at gastronomy-themed locations like Hotel Tsu Center Palace. Local ingredients and recipes created in the prefecture are showcased, prepared using traditional fermentation methods. Usuki explains, “These content-rich experiences allow us to connect with a broader audience, attracting culturally curious guests and enthusiasts seeking more meaningful, niche-oriented stays.”
With RIO HOTELS’ focus on interfacing with local communities, Usuki sees the company playing a broader, more strategic role in the future as a trusted bridge between communities and visitors through stories and genuinely local experiences. “Storytelling is central to who we are—it’s how we communicate the essence of each local area.”
To hear more from President Saki Usuki of RIO HOTELS, check out this interview with her
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