Travel industry professionals invited to Sydney event highlighting year-round tourism opportunities
The Nagano Tourism Organization hosted a promotional event in Sydney on 21 May to showcase Nagano Prefecture’s green season appeal to the Australian travel industry.
Held at Japanese restaurant Daruma in Sydney’s Chinatown, the event brought together around 40 participants, mainly travel agents and tourism industry professionals. From Nagano, a total of 10 organisations took part, including local governments, ski resorts and hotel groups, presenting a wide range of travel experiences available from spring through autumn.
Nagano is already well known among Australian travellers as one of Japan’s leading winter and ski destinations. However, the prefecture is now placing greater focus on promoting its green season, with attractions such as mountain scenery, hiking, cycling, hot springs, local food, cultural experiences and traditional walking trails.
During the event, representatives from Nagano introduced tourism products and regional highlights, while participants had the opportunity to exchange information directly with local operators. The networking session provided a valuable platform for building relationships and exploring future travel product development for the Australian market.
Guests were also treated to a selection of Japanese food and drinks, including dishes featuring soba from Nagano and kanzuri, a fermented chilli paste from Niigata, as well as sake from Nagano. The food and drink offerings helped create a relaxed atmosphere and allowed guests to experience regional Japanese flavours alongside the tourism presentations.
A lucky draw was also held during the event, with prizes including a snowboard and accommodation vouchers. The draw generated strong excitement in the room and added to the lively atmosphere of the evening.
Commenting on the event, the Nagano Tourism Organization said: “We were very pleased to see so many people attend, and the event reaffirmed the strong potential of Nagano in the Australian market. In recent years, accommodation capacity around Nagano’s ski resorts has become increasingly tight during the peak winter season. It is therefore important to share this challenge not only within resort areas, but also with surrounding regions that serve as transport hubs, and to work together to improve the overall visitor experience.
“Through this event, we aimed to promote Nagano’s green season appeal to the Australian market, which already has a strong affinity with Japan’s snow season. By encouraging travel outside the peak winter period, we hope to help disperse visitation, extend visitor stays and increase the economic benefits for local communities. We also hope to raise awareness of Nagano’s many trekking routes and historic walking trails beyond the already well-known Nakasendo.”
While many Australian travellers first discover Nagano through ski holidays, interest is growing in year-round travel experiences that combine nature, food, culture and outdoor activities. The event marked an important step in positioning Nagano as a destination that can be enjoyed beyond the winter season.
