KATSURAO, Fukushima - "Rich in nature, beautiful stars and warm people." Rather than give in to the belief that it has nothing worthy of being a tourist attraction, Katsurao in Fukushima Prefecture is aiming to develop and highlight its charms in unique, appealing ways.
This effort started ahead of the Fukushima Destination Campaign, a large-scale tourism project set to take place next year. The JR Group, local governments and local businesses in the tourism sector will work together to promote various regions in the prefecture.
福島県葛尾村 － 自然が豊か、星がきれい、人が温かい―。田舎の農山村のありきたりな魅力を独自路線で深め、いかに人を呼び込むことができるか。“目立った観光地がない”葛尾村の挑戦が始まっている。ＪＲグループと自治体、地元の観光事業者などが一体となって、福島県内の各地域の魅力を発信する大型観光企画「デスティネーションキャンペーン（ＤＣ）」が来年に控える中、同村が観光施策の強化に乗り出している。
The village is focusing on tourism to tackle its population decline.
Before the 2011 Great East Japan Earthquake, 1,567 people lived in Katsurao. Due to the earthquake-related accident at Tokyo Electric Power Company Holdings, Inc.'s Fukushima No. 1 nuclear power plant, all residents were forced to evacuate. As of April 1, 2025, the population stood at 468.
The village intends to first promote itself through tourism, increase the number of visitors and, ultimately, gain new residents.
観光に力を入れる背景には、居住人口の減少がある。東日本大震災前、１５６７人が住んでいたが、東京電力福島第１原発事故に伴う全村避難を経て、４月１日現在の居住人口は４６８人にとどまる。観光によって村の魅力を高め、まずは交流人口の拡大を図り、将来的な移住定住につなげることが大きな狙いだ。
The major challenges are the lack of high-profile tourist attractions and the surrounding region having traditionally focused on agriculture and livestock farming.
The main tourist spots are standard natural and historical sites, such as the Katsurao Daijin Yashiki-ato Koen park, built on the site of a wealthy family's former residence, the Takasegawa Keikoku gorge, and the Morimori Land Katsurao forest park.
What can be done to attract visitors?
At a tourism promotion seminar held by the village, "aiming for No. 1 by adopting a niche market strategy" was proposed.
一方で課題となるのが観光資源だ。村内の観光スポットといえば、葛尾大尽屋敷跡公園や高瀬川渓谷、森林公園などの自然や史跡が中心。元々農業と畜産業が盛んな地域だけに、観光客を呼び込める強力なコンテンツがないのが現状だ。
そんな田舎まちに人を呼び込むにはどうするか。村が開いた観光振興セミナーでは「局地戦で１位を目指す」との考え方が挙がった。
The lecturer at the seminar was Ryota Saito, who works in tourism development in the Tohoku region and presented the city of Tamura in the prefecture as a case study.
Tamura promotes itself as a "sacred place for insects," a slogan centered on Mushi Mushi Land ("mushi" meaning insect), an insect-themed park where visitors can experience the world of bugs. The city also has a virtual office called the "Insect Department" within its tourism and exchange department.
"For local governments having few tourism resources, creating and offering something irresistible to its devoted fans can be an effective strategy, rather than trying to be loved by everyone," said Saito.
講師を務めた、東北で観光開発事業を手がける斉藤良太氏は「昆虫の聖地」としてアピールする田村市の取り組みを紹介。昆虫と触れ合える施設「ムシムシランド」を拠点に昆虫に特化した観光振興を展開し、市の観光交流課内にも仮想部署「昆虫課」を設置していることを挙げ「みんなに好かれるのではなく『○○好き』にたまらないものをつくることが、資源が乏しい弱者の観光戦略になる」と強調した。
In March, Katsurao formulated its first tourism strategy plan since the area was established as a village more than 100 years ago, incorporating the opinions of local villagers.
This fiscal year, the village plans to launch a tourism coordination organization comprising the village, businesses and residents to develop new tourism resources and increase public awareness. The village is also working on creating an online portal and publishing promotional brochures.
葛尾村は、村民の意見も踏まえて村制１００年を超える歴史の中で初めてとなる「観光戦略プラン」を３月に策定。本年度は村や事業者、村民による観光の連携組織を発足させる計画で、新たな観光資源の開発や知名度アップを目指す。ポータルサイトやパンフレットの制作も進めている。
Local villagers are up for the challenge.
"While our village has no major tourism resources, I think shrimp has potential. I want to plan and do various things to boost this village," said Noriyuki Matsunobu, president of Haneru Katsurao Co., operator of a local land-based whiteleg shrimp farm.
Village Mayor Hiroshi Shinoki said: "If visitors to Katsurao have a memorable experience, they'll want to come back. We want to promote tourism as a whole community."
（ Translated by The Japan News ）
観光推進に向けて、村民も盛り上がろうとしている。村内でバナメイエビを陸上養殖しているＨＡＮＥＲＵ葛尾の松延紀至社長は「これといった観光資源がない中で、エビは可能性があると思う。いろんなことを仕掛けて盛り上げたい」と意気込む。篠木弘村長は「葛尾に来て、印象に残る体験ができれば『また来たい』と思ってもらえるだろう。村内一体となって観光を推進したい」と語る。
【 ２０２５年５月１０日付・福島民友新聞掲載 】
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