“Regional revitalization” has been a persistent social issue for decades, dating back to the days of the “Furusato Creation 100 Million Yen Project.” However, as we now face the reality of a declining total population, “regional revitalization” has become an even more real and serious theme. It is now a “survival competition” with no time to lose.

But what constitutes a revitalized region? Ultimately, we believe it is the “acquisition of external currency.” By earning income from “outside” the region, rather than just within it, additional livelihood is created, which can lead to an increase in the permanent population.

Many people are working on regional revitalization, but when pursuing methods of acquiring external currency, they often reach the conclusion that “hotel development is the most effective.” For example, consider a hot spring resort that suddenly appears deep in the mountains. The very existence of such a resort, lasting for hundreds of years, proves that hotels are an effective means of regional sustainability.

Our aim is to “create hotels that contribute to the sustainability of the region.” In particular, destination hotels (hotels that are themselves destinations) create new demand within the region (rather than taking it away), thus bringing positive economic effects to the area. For regions struggling for survival, this is a welcome presence. This is what we are aiming for.

Furthermore, the decline of a region is also a problem of “loss of regional culture.” When you travel, the Japanese archipelago reveals its truly rich diversity. Such irreplaceable treasures that each region boasts are now facing the threat of loss. This is a problem that affects our very identity.

Hotels are showcases of the region, places to discover local charm. Through hotel development, we find, polish, and deliver the light of the region.

In an age where AI may take over human jobs, the work of local craftspeople, with its warmth and human touch, should be re-evaluated. Authenticity exists in the regions. At the very least, the seeds of authenticity are there. The time for regions to increase their brilliance may actually be in the future.

Sustainable hotel development makes the region and culture sustainable.

That is the social contribution we can make.