asia pacific regions
Sailing the Seto Inland Sea on a private yacht charter
space contains a sphere 2.2 metres in diameter and 27 gilded wooden geometric forms, which viewers experience under the natural light coming in from the ceiling; and finally, in another gallery, is an intriguing light installation by James Turrell. Also dotted around the island are parts of the Art House Project, which since 1998 has been restoring traditional Naoshima houses, temples and shrines and transforming them into art spaces. Another of the most significant projects is Benesse House Museum, which opened in 1992 as a visionary facility integrating an art gallery with a hotel. Designed again by Tadao Ando, the museum is built on high ground overlooking the inland sea and features painting, sculpture, photography and installations all over the building as well as scattered locations along the seashore and in the nearby forest. Staying here in one of its 65 guestrooms makes for one of the world’s most unique experiences.
Other unique accommodation options in Setouchi include one more of Ando’s projects – the seven-bedroom luxury hotel Setouchi Aonagi, which sits on Japan’s smallest island, Shikoku, and was a former museum. There’s also the design-led Guntu, a very high-end floating hotel with 19 cabins that sails out of Onomichi in Hiroshima prefecture and explores the islands. Another option is the growing number of “kominka” or private restored
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farmhouses. With an ageing population, the number of derelict traditional homes in Setouchi has increased and to preserve these houses and welcome tourism, Setouchi aims to restore 100 of these as tourist accommodation by 2020. While the kominkas offer guests the run of the whole house, the experience can be complemented by cookery experiences with locals. When I visited a kominka, an elderly lady cooked the best tempura vegetables (and plenty more of a feast besides) I have ever tasted – and then sang a haunting tale of lost love after she had done the washing up. Typical examples of kominkas opened in late 2017 include the 100-year-old Ori and 150-year-old Hisa, located in Uchiki in Ehime prefecture. The renovated houses retain their original Meiji period features and are situated in the nationally designated Yokaichi and Gokoku Preservation Districts of the historic town. The two properties both house up to eight guests across five bedrooms and the entire Kominka costs around £330 per night, with £16 supplement per guest. The services of an elderly, potentially singing, chef are extra.
Ritsurin Garden is a must-see in Takamatsu
Setouchi’s campaign is
timely; last year saw the highest number of visitors to Japan since the
government started keeping records in 1964. A total of 28.7 million, up 19.3%, were recorded and the country hopes to attract 40 million by 2020, the year of the Tokyo Olympic and Paralympic Games.
Growing in popularity As Japan continues to grow in
popularity, certain parts will only get busier, which is why it makes sense now to see what else it has to offer – and Setouchi could be the answer. Certainly it has a cherry blossom option for those who can’t face the crowds in Tokyo and Kyoto; with the Kotohira-gu Shrine Cherry Blossom Festival taking place annually at Marugame Castle, where 700 Yoshino cherry trees blossom simultaneously each April. And cherry blossom is not the only celebrated bloom in Japan, as Fuji Park in Okayama hosts the Wisteria Festival throughout April and May, home to the most of the flowers in any one place in Japan. The Setouchi DMO ran its first
international fam trip in February, incorporating operators and agents from the UK, Europe, Australia and the US and now has a website with dedicated trade portal. This includes an electronic version of Setouchi’s new brochure plus a travel guide with public transport information, maps and itinerary inspiration, as well as key sights and activities.
Setouchi DMO says it will continue to host tour operators, with an additional fam trip planned in late 2018. It continues to educate the travel trade on the region and is targeting the UK, USA, France, Germany and Australia.
summer 2018 wtm insights 49
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