provide the best accommodation experi-ences that we can.”However, fish catches are only around 15% of pre-earthquake levels. Local businesses are unable to provide the local specialty snow crab or offer hospi-tality as they want. Moreover, with the total withdrawal of decontamination personnel in 2016, hotels that had previously been full started to experi-ence conspicuous vacancies. Compared to 2012, the number of tourists has increased almost fourfold, however, due to the withdrawal of workers, sales have slumped to less than half. Unless it can capture its inherent target of tourists through new attractions, Matsukawaura will not be able to survive in the future.The group members shared common awareness of the “need for creating new objectives for coming to Matsu-kawaura”. Seashore shellfish gathering tours for families realized out of the ideas of young membersMatsukawaura surely has latent tourism resources that nobody knows about yet. The local young people gathered to form a guide group and made every effort to make Matsukawaura more attractive. Their first tangible success was a sea-shore shellfish gathering tour for fami-lies. The local children had previously enjoyed fishing for crabs at the local seashore, and this idea was intended to offer the same experience to tourists. With help also being provided by Soma-shi Tourism Association, the group intends to earnestly promote this idea as a tourism plan from 2019.“Our future goal is to realize a nucle-ar power plant tour for inbound tour-ists.” Mr. Kanno says that the group is currently studying specialist knowledge with a view to proposing tourism plans that entail staying overnight in Matsu-kawaura. He vigorously says, “Following the disaster, we had nothing but time. We were all able to ponder about just what we can do in order to keep tourism going in Matsukawaura. New efforts starting from scratch have only just begun to produce results, but we will need to work harder from now on.” Group solidarity realizing community-wide“hospitality”Matsukawaura has thus taken new steps centered on young people. Mr. Kanno, who is like a reliable older brother for these young members, feels that solidarity has been strengthened as a result of the Great East Japan Earth-quake. “When members’ hotel rooms become full, they contact other hotels and introduce customers to them. There are limits to how far hotels can go when trying independently. The important thing is to consider how Matsukawaura as a whole can provide hospitality to customers as a tourist resort.”Despite suffering huge damage, the group members have not fallen into pessimism, nor have they forgotten the spirit of hospitality that is required of tourism operators. Attention will con-tinue to focus on the “Creation of new Matsukawaura value” arising from their strong links.Looking to 203006Ono Foods Co., Ltd.Road to ReconstructionScene from a seashore shellfish gathering tourThe “Reconstruction Challenge Gourmet” campaign203012,00016,00004,0008,000Hotel Guests for Tourism [Unit: people]From January to DecemberThe previous reportage●May: Formation of the Tourism Promotion Group●June: Application for group subsidy.20113,471●Implementation of the first to second Reconstruction Challenge Gourmet campaign20122,850●Implementation of the third to fifth Reconstruction Challenge Gourmet campaign20135,571●Implementation of the sixth to seventh Reconstruction Challenge Gourmet campaign20147,699●Implementation of the eighth to tenth Reconstruction Challenge Gourmet campaign201510,984●Implementation of the 11th to 13th Reconstruction Challenge Gourmet campaign●December: Total withdrawal of decontamination workers. Dramatic decline in the number of overnight guests201616,000（forecast）●November: Trial implementation of the seashore shellfish gathering tour●Implementation of the 15th to 16th Reconstruction Challenge Gourmet campaign201813,169●Implementation of the 14th Reconstruction Challenge Gourmet campaign2017In addition to conventional attractions such as marine products and scenery, the group intends to uncover new attractions through seashore shellfish gathering tours and nuclear power plant tours. The members aim to link these activities to sustained inbound tourism to the area and generation of new employment.Building of the conventional tourism resources and promotion of new tourism objective developmentBecause materials were lost, the number of overnight guests was unknown.E21
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