Seeking opportunities to travel at milestones in life is not limited to Japanese people, but as we can see in Japan’s old calendar, the turning of the seasons is clear, and Japanese people are tactful in when they express their true feelings and when they project a public stance, so as with the pilgrimage to Ise Shrine, we have a strong inclination to use milestones as an excuse, so to speak, for travel.
Lately, there is a tendency to focus on tourists visiting Japan from abroad, but it is also necessary to take a look at the growing demand for domestic travel by Japanese people. If we can link travel with milestones in life in particular, we can expect that it will lead to acquiring new demand and repeat customers, as well as stimulating communities (tourism areas).
In this special feature, we shed light on the significance and realities of milestone travel, and introduces the methods and features of community efforts to create demand for milestone travel. In addition, we investigate the future possibilities for milestone travel and the considerations for communities working to attract milestone travel.