By Daniel de Bomford, Arthur Menkes and Paul Mannion
While Japan is famous for its immense urban centers such as Tokyo, it has incredible natural beauty that is not far off the beaten path. Verdant forests sit by crystal clear oceans, the scent of ocean salt and calls of birds are carried by the air, creating a natural serenity often overlooked by inbound tourists.
KYUKAMURA HOTEL’s lodgings are situated in locations enriched by Japan’s extraordinary natural beauty, from beachside resorts to open-air onsens in the mountains. With 35 unique facilities across Japan, President Akira Onodera says the company’s greatest strength lies in its comfortable lodging amid the country’s most beautiful natural environments. He explains that from the beginning, the core of the company’s management philosophy has been coexistence with the local community. “Guests can enjoy onsen and local cuisine, while also participating in programs incorporating the region’s nature, history, culture and industries,” the President states.
The vast proportion of KYUKAMURA HOTELS guests are domestic visitors, but Onodera says the company is looking to increase the number of foreigners who visit. “We expect demand for travel to these off-the-beaten-path destinations to continue rising,” he states. To meet that demand, the company launched its multilingual website tailored to foreign travelers, while its facilities are signed in both Japanese and English. Furthermore, it is participating in international tourism expos and trade events held domestically as well as in countries like South Korea and Taiwan. It is working to ensure that it has staff who can speak foreign languages and multilingual guides—such as instructions on how to use an onsen—and restaurant menus.
KYUKAMURA FUJI (Shizuoka Prefecture) Western Style Room
To enhance its operations’ overall quality and sustainability, KYUKAMURA HOTELS is focusing on renovating existing facilities and rebuilding its brand. In Nagano Prefecture, it opened KYUKAMURA RETREAT-AZUMINO-HOTEL in 2020, which the company positions as a premium experience, with more luxurious lodging facilities. Likewise, in 2025, it opened two new premium rooms at KYUKAMURA SANUKI-GOSHIKIDAI in Kagawa Prefecture following the facility’s renewal and reopening in March. Onodera says initial concerns around the demand for higher-priced rooms were quickly assuaged, and the response exceeded the company’s expectations, particularly among existing customers.
With inbound tourism set to continue increasing, Onodera hopes that KYUKAMURA HOTELS will become more than just a hotel but a place that creates beautiful memories. The company is actively working to protect the environs around its hotels to create unforgettable experiences for this generation and the next.
To hear more from President Akira Onodera of KYUKAMURA HOTELS BRIDGES NATURE AND TOURISM, check out this interview with him.
