Abstract

This is the second volume of “Why a Small Ryokan Deep in the Mountains is Full of Foreign Guests Every Day,” which was published in 2017 and became a hot topic.
Yamashiroya, a small ryokan deep in the mountains that is full of foreign guests day after day, discovered the secret of its operation after experiencing the Corona disaster. It also offers suggestions on new inbound strategies that the tourism industry should adopt in the face of accelerating globalization.
The author, who achieved an increase in sales before and after the Corona disaster, and a rise to second place in the Ryokan category on TripAdvisor, discusses the secrets of his success.

Author’s Information

Representative of Yamashiroya Co.
(Chairman of the Inbound National Promotion Council. He is the chairman of the National Inbound Promotion Council, and his ryokan, Yamashiroya, has achieved almost 100% occupancy rate by welcoming foreign guests.
Awarded the “Kyushu Future Award” in 2015. In 2020, Yamashiroya was selected by the Small and Medium Enterprise Agency as one of the “300 Small and Medium Enterprises” in Japan, and in April 2024, Yamashiroya was ranked 2nd in Japan (17th in Asia) for satisfaction in the Japanese Ryokan category by TripAdvisor. Ranked 2nd in Japan (17th in Asia) for satisfaction in the Japanese Ryokan category by TripAdvisor, published in April 2024.