The Japan Travel Awards were launched in 2021, and they celebrate innovative tourism initiatives that go beyond being mere tourist spots. With a focus on promoting diversity, equity, inclusion (DEI), sustainability, and inbound tourism, the awards recognize regions and businesses that inspire positive societal change through travel. This year saw a record 196 entries, with 16 finalists chosen after on-site inspections by a panel of experts.
Grand Prize Winner
The grand prize went to Sake Brewery Hotel® KURABITO STAY, a destination that the Japan Travel team explored several years ago via a virtual tour event that you can watch below.
With 300 years of history, Kurabito Stay offers guests an authentic experience of the sake brewing process. Focused on sustainability and inclusivity, this woman-owned hotel is open only on weekends and employs local women aged from 16 to 84. It also contributes to the local economy by supporting nearby businesses and restaurants. Judges praised the hotel for its high-quality English communication, strong sustainability efforts, and commitment to providing fair employment opportunities.
Category Winners
Accessible Category: Wildwater (Otsu City, Shiga Prefecture)
Operated by a former firefighter with two decades of experience, Wildwater is Lake Biwa's only barrier-free outdoor experience. With the goal of offering children with disabilities the chance to enjoy nature, it has been highly praised for its creativity and dedication to making water-based experiences accessible.
LGBTQ+ Category: Ace Hotel Kyoto (Kyoto City, Kyoto Prefecture)
Ace Hotel Kyoto is the first Ace Hotel in Asia to support the LGBTQ+ community not only through hotel operations but also through events. The hotel was recognized for providing a high level of hospitality to welcome a diverse range of guests, including staff wearing rainbow badges and providing multiple barrier-free rooms.
Sustainable Category: AiAii (Sumoto City, Hyogo Prefecture)
AiAii is a natural indigo dyeing studio run by a Japanese-British couple, where visitors can bring in old clothes and have them dyed to their preferred indigo color—perfect for an upcycling project! The studio was recognized for its sustainability efforts, including the operation of an indigo farm, and its design that is enjoyable for children and people with disabilities.
Inbound Category: SAMURAI TRIP (Ota-ku, Tokyo)
This tour offers inbound tourists the chance to experience traditional Japanese kendo, and is designed for beginners. Unlike typical tourist experiences, it focuses on real training, providing an authentic and immersive experience. It was also recognized for promoting sustainability by connecting visitors with kendo equipment craftsmen.
Family Category: Iga no Sato Mokumoku Handmade Farm (Iga City, Mie Prefecture)
This agricultural theme park offers families the chance to engage in farming activities, care for livestock, and enjoy overnight stays at their cottage-style accommodations. The farm was particularly praised for its hands-on experiences, such as caring for dairy cows and learning how milk is made, as well as food education activities like sausage and bread making.
Tourism Development Category: HAKKO HOUSE Nagaoka (Nagaoka City, Niigata Prefecture)
This private, chef-operated restaurant and lodging focuses on the region's traditional preserved foods and fermentation techniques, passed down for generations in this snowy region of Japan. Hakko House was praised for promoting local food culture and working closely with local businesses and farmers to develop tourism in the area.
Social Impact Category: Ume, Yamazoe (Yamazoe Village, Nara Prefecture)
This charming inn is located at the top of a picturesque mountain village, and offers a unique opportunity to experience rural life along with food and sauna amenities. They also operate the "HAJIMARI" project, which invites 12 families with disabilities or illnesses to stay for free each year, which has been praised for its significant social impact. It has also inspired other accommodations across the country to participate in similar initiatives.
Accommodation Category: Hakone Main Box (Hakone Town, Kanagawa Prefecture)
This peaceful hotel includes a library and serves as a local bookstore, and was created to help revive the publishing industry. It offers a unique cooking experience inspired by the historic Tokaido road, highlighting local farms and history. Additionally, the hotel hosts a special Kids' Day four times a year, providing an opportunity for children who typically cannot stay overnight to enjoy the experience.
Culture Category: TEMPLESTAY ZENSŌ (Chiyoda-machi, Gunma Prefecture)
Founded by a monk with hospitality training, Templestay Zensō is the only accommodation offering in the town, so you get a truly off-the-beaten-path experience. It has been praised for blending traditional Buddhist practices with modern comfort, where guests can engage in unique, one-on-one conversations with the monk to learn about Buddhism.
Luxury Experience Category: Treeful Treehouse Sustainable Resort (Nago City, Okinawa Prefecture)
The resort offers a unique getaway in a treehouse surrounded by nature, where visitors can appreciate the blend of modern design, fresh local cuisine, and sustainable practices. Treeful Treehouse offers activities like river trekking, a sauna treehouse experience, and bonfire dinners, providing a relaxing yet adventurous experience for adults seeking something different from their accommodation options. There's also a resident goat at the treehouse, with her own Instagram account!
Be sure to check out the Japan Travel Awards Instagram account to learn more about the destinations above.
