"Nouhaku" refers to "rural stay travel," in which visitors stay overnight in farming, mountain, or fishing villages to enjoy local cuisine and unique experiences; it is a program promoted by the Ministry of Agriculture, Forestry and Fisheries. The appeal of "Nouhaku" lies in the opportunity to enjoy "authentic experiences found nowhere else" by staying in traditional Japanese homes, ryokan, minshuku, or entire-house rentals, and engaging with the traditional lifestyles, culture, and rich natural surroundings rooted in Japan's rural, mountainous, and fishing villages, as well as interacting with local residents.
In the wake of the COVID-19 pandemic, as "sustainable tourism," "increasing consumer spending," and "promoting tourism to rural areas" have become key themes, agritourism is a concept that aligns closely with these needs. Furthermore, it offers a wide range of possibilities beyond educational travel centered on the SDGs, including individual travel utilizing traditional houses designated as cultural properties and unique venues, workations, team-building activities, mindfulness programs, and region-specific culinary experiences.

At this booth, we have invited representatives from pioneering agricultural, mountain, and fishing villages across the country to introduce products and tourism resources designed to capture new demand.
We look forward to your visit to the Farm Stay booth and to discussing business opportunities with you as you explore the new possibilities of farm stays.