The Nokogiriyama area in Chiba Prefecture, known as a scenic tourist destination since the Edo period and selected as a candidate area for Japan Heritage, faces challenges such as a decrease in overnight and sightseeing tourism (increase in day trips by private car) due to the opening of the Tokyo Bay Aqua-Line and Tateyama Expressway, and the revitalization of various tourist bases that were hit hard by Typhoons 15 and 19 in 2019 and the COVID-19 pandemic. In the midst of this challenging environment, five businesses, including Kiinokuniya Co., Ltd., created a plan to revitalize tourism in the Nokogiriyama area and submitted it to the Japan Tourism Agency's 2021 "Project to Promote the Revitalization and High Value-Added Development of Existing Tourist Bases," which was selected. As part of this project, two demonstration experiments were conducted. 1. Beach sauna event "Sea and Sauna" A demonstration experiment of a beach sauna event as a measure to effectively utilize the winter season, when tourist use is low, in order to revitalize the beach, which was once a tourist base. Our company was entrusted with the administrative work for the application to the Japan Tourism Agency, and promoted a series of initiatives from overall and individual planning to the promotion of the beach sauna event demonstration experiment (planning, concept design, setup, operation, promotion), effectiveness verification, and reporting. 2. A trip overflowing with my favorite things "Jobus!!" A demonstration operation event for a sightseeing bus (secondary transportation) that connects various tourist spots across city borders, which had been a long-considered issue. Our company was entrusted with the administrative work for the application to the Japan Tourism Agency, and promoted a series of initiatives from overall and individual planning to the preparation of the demonstration operation, effectiveness verification, and reporting. 1. Beach sauna event "Sea and Sauna" [Social issues / Customer issues / Requests] The diversification of the social leisure industry and the shift to day-trip private car tourism in the Nokogiriyama area have not only led to a decrease in beach leisure visitors who have been driving the region, but have also led to a decline in related tourism businesses and a decrease in visual and experiential vitality. Although the situation remains difficult due to damage from large typhoons and the COVID-19 pandemic, it was assumed that the event would be one that could easily convey the charm of the Nokogiriyama area. Furthermore, it was desired that this experiment would explore the possibility of commercializing a new customer target group for Kinokuniya, namely "sauna users," and to cultivate knowledge for conducting beach sauna events more effectively and efficiently in the future. [Solution] This was an experiment for a sauna event that would energize both the region and the business, and it was conducted at the same level as the official launch. A multifaceted media plan including naming and artwork based on the brand strategy, press releases/SNS/influencer utilization and measures based on the response, introduction of web and electronic tickets, an operation manual including countermeasures against COVID-19, a food market and sauna that convey the charm of the region, environmental design using local artists, and a phased survey that anticipated reservation cancellations due to COVID-19 were all held as a single event project. 2. A trip overflowing with what I love "Jo Bus!!" [Social issues/Customer issues/Requests] With day trips by private car becoming mainstream, issues such as "shorter stay times," "limited destinations" and "non-car users moving away from tourism" have occurred, and we felt that the tourism economy was stagnating, but we lacked the resources to quantitatively grasp and analyze the situation. Furthermore, securing resources and establishing verification procedures proved difficult in demonstrating methods for promoting tourism in the Tokyo metropolitan area and exploring the possibilities and ideas of sightseeing routes. In response to these requests, the challenge for this project became how to solidify the foundation for transitioning the trial operation into full-scale operation, while simultaneously giving shape to the ideas envisioned by our clients. [Solution] Although it was a trial operation, it was conducted using procedures designed for full-scale operation. The trial operation was structured as a single event project, incorporating elements such as naming and artwork based on brand strategy, media planning and analysis of responses starting approximately one month prior to the 36-day operation period from January 4th to February 8th, 2022, the experimental introduction of web and electronic tickets and preparation of response manuals for crew members, the introduction of a digital stamp rally to promote sightseeing and understand behavioral patterns, and phased surveys anticipating reservation cancellations due to COVID-19. The results of each trial experiment, "Sea and Sauna" and "Jo Bus!!", were compiled by our company so that the reports themselves could serve as guidelines and be utilized in future discussions with relevant parties. <Our Project Members> 1. 1. Beach sauna event "Sea and Sauna" [Development] Akihiko Nishimura [Sales and Project Management] Kenji Nakano [design, layout] Hirofumi Inoue, Akane Yamaguchi [Production and construction] Noriyuki Takahashi [Research and Planning] Taketoshi Takahashi, Kahoko Koike, Kazuhiro Suzuki 2. A trip overflowing with my favorite things "Jobus!!" [Development and Project Management] Akihiko Nishimura [Sales] Kenji Nakano [Research and Planning] Taketoshi Takahashi, Kahoko Koike, Kazuhiro Suzuki ~Related Links~ [nomlog] - Turning local aspirations into reality Chiba Prefecture Kyonan Town Revitalization Project