Upopoy serves as a national center for the revival and development of Ainu culture, an invaluable culture in Japan that is at risk of extinction. It consists of the National Ainu Museum, the northernmost national museum in Japan; the National Ainu Park, a field museum where visitors can experience Ainu culture through all five senses; and the Memorial Site, which aims to realize dignified memorial services by the Ainu people. Upopoy is a place where visitors of all nationalities and generations can learn and feel the Ainu culture. There is a group admission fee for groups of 20 or more adults, and free admission for junior high school students and younger, making it a popular destination for educational tours and tour trips.
The Hokkaido Noboribetsu-Toya Tourism Area Council is a council composed of seven cities and towns in southwestern Hokkaido (Muroran City, Noboribetsu City, Date City, Toyoura Town, Toyako Town, Sobetsu Town, and Shiraoi Town). The council aims to promote the natural resources of the region, such as rich hot springs, volcanoes, beautiful lakes, oceans, and forests, as well as food culture and Ainu culture based on local production for local consumption, and participatory tourism attractions focusing on experience, exchange, and learning, while developing hospitable people and disseminating information and promoting tourism both in Japan and abroad through the cooperation of local governments, related organizations, businesses, and local residents.
Upopoy and the Hokkaido Noboribetsu-Toya Tourism Area Council are working together to promote the attractions of the area, including Ainu culture.