Paper short abstract:

This presentation draws on a case study to show how a rural municipality attempted to create new tourist resources during the COVID-19 years. While the pandemic circumstances favored some unique projects, their sustainability was questionable, and resulted in local friction.

Paper long abstract:

Global tourism came to an unexpected halt during the COVID-19 pandemic. Japan, whose economy shifted towards inbound tourism in the last decade—including the mega event of the Tokyo Olympics—locked itself down from foreign visitors and troubled its national tourism industry as a result. To compensate this loss, national programs like “Go to Travel” in 2020/21 (or its successor “National Travel Support” in late 2022) were meant to lure domestic tourists to the countryside. The central government, furthermore, provided COVID-19 support funds that we were then used to create new touristic resources in the countryside, such as the giant squid monument in Noto, Ishikawa.

This talk will present the work-in-progress case study of Hita, located in Oita Prefecture. During the pandemic years, this rural city attempted to establish new resources for media tourism, namely through its connection to the manga “Attack on Titan.” The place making of this municipality in collaboration with local fans and entrepreneurs was productive in establishing diverse infrastructure and items related to the manga, such a museum, bronze figures, food dishes, and souvenirs. This became possible due to governmental subsidies. In this process of place making and contesting financial resources, however, the local actors experienced friction. Local fans as well as the inhabitants of the old town district became alienated from the place making activities which aimed to transform Hita into an “Attack on Titan” theme park-like cityscape that should attract visitors. Nonetheless, the recent increase in visitors show promise and opportunities for the municipality to sustain itself financially and socially.

As a preliminary investigation, this case study exemplifies how rural Japan has not only struggled under the pandemic situation but has used it as a chance to explore new opportunities for revitalization. The common place making brought positive dynamics and creativity into a rural community. However, even though on the surface a promising tourism infrastructure could be established during a short period of time, the social tensions on the local level may grow into a crucial issue in the long-term and should therefore be carefully negotiated among the involved actors.