Oita Prefecture, located on the northeastern coast of Kyushu island, has long been celebrated as Japan’s undisputed “onsen” (hot spring) capital. Home to the world-famous steam-filled streets of Beppu and the tranquil, artistic town of Yufuin, Oita is a titan of domestic tourism. Now, facing a demographic challenge common across rural Japan, the prefecture is strategically pivoting its world-class natural and cultural assets into a powerful engine for international tourism, investment, and sustainable growth.
The Bigger Picture: Japan’s Demographic Shift
Like many regions outside of Japan’s major metropolitan areas, Oita is grappling with a declining and aging population. The prefecture’s population peaked at around 1.23 million in the mid-1990s and has since fallen to below 1.1 million. This trend poses significant long-term challenges to the local economy, labor force, and the preservation of community traditions.
However, Governor Kiichiro Sato and the prefectural government view this challenge not as an end, but as an impetus for innovation. Their strategy is twofold: leverage Oita’s established brand to attract a new wave of international visitors and diversify the region’s appeal beyond its onsen hotspots.
Oita’s Strategy: Beyond the Steam
While Beppu and Yufuin remain the crown jewels, the new vision aims to spread the benefits of tourism across the entire prefecture. The plan focuses on creating a more holistic and immersive travel experience that encourages longer stays and deeper cultural engagement.
Diversifying the Destination
The push is on to showcase the lesser-known but equally captivating parts of Oita. This includes:
- The Kunisaki Peninsula: A region rich in spiritual history, dotted with ancient temples, stone Buddhas, and serene mountain landscapes, offering a glimpse into Japan’s unique syncretism of Buddhism and Shintoism.
- Bungo-Ono and Taketa: Areas known for their dramatic natural scenery, including the Harajiri Falls (the “Niagara of Japan”) and the historic Oka Castle ruins. These regions offer opportunities for eco-tourism, hiking, and exploring Japan’s rural heartland.
- Saiki City: A coastal city famed for its pristine waters and some of the best seafood and sushi in Japan, appealing to culinary travelers seeking authentic local flavors.
By promoting these diverse attractions, Oita aims to transform from a weekend hot spring getaway into a comprehensive travel destination.
Expanding Global Access
A critical component of this strategy is enhancing international accessibility. Oita Airport is being positioned as a key international gateway to Kyushu. Efforts are focused on increasing and stabilizing flight routes, particularly from other parts of Asia. Regular flights already connect Oita with Seoul, Busan, and Taipei, with plans to further expand this network.
This direct access is designed not only to bring in more tourists but also to attract foreign investment and business, positioning Oita as a viable location for international companies and remote workers.
Future Outlook: A Model for Sustainable Tourism?
Oita’s ambitious plan could serve as a blueprint for other rural regions in Japan facing similar demographic pressures. If successful, the impacts could be profound.
- Economic Revitalization: A diversified tourism portfolio can distribute economic benefits more evenly throughout the prefecture, creating jobs and stimulating local businesses in areas that have previously seen little tourist traffic. This comes as Japan’s overall inbound tourism is roaring back, with over 25 million visitors in 2023, signaling a strong market for regions ready to capture it.
- Combating Overtourism: By encouraging visitors to explore beyond Beppu and Yufuin, the strategy can help mitigate the pressures of overtourism in its most popular spots, ensuring a higher quality experience for visitors and a better quality of life for residents.
- Cultural Preservation: Increased interest in Oita’s history, crafts, and cuisine can provide the economic incentive needed to preserve and pass down these vital cultural assets to future generations.
What This Means for Travelers
For international visitors, Oita’s transformation spells opportunity. The prefecture is on the cusp of becoming a destination that offers the best of both worlds: the iconic, world-class onsen experience and the chance to discover the authentic, untouched beauty of rural Japan. As Oita continues to open its doors to the world, travelers who venture beyond the beaten path will be rewarded with rich cultural encounters, breathtaking landscapes, and the warm hospitality that defines this remarkable corner of Kyushu.
