The Mitsui & Co. Environment Fund

Introduction to Grant Projects

Ama Town Tourism Association

Island travel brand building business for a sustainable tourism model

Activity grant

Project Description

The archetypal scenery of the outlying islands of Japan has been preserved through island activities in which people try to take advantage of regional resources such as abundant nature, history, and culture. In Ama Town, these various activities to preserve the island have attracted many people to move to the island. This project aims to get the maximum leverage out of not the actual regional resources but these activities that take advantage of these resources as a tourism resource for the establishment of an island travel brand as a sustainable tourism model.

Grant year
FY2012 Activity Grants
Grant term
2 years
October 2012 - September 2014
Grant amount
10,000,000 yen
Activity region
Ama Village, Oki District, Shimane Prefecture, Japan
Staff members are mainly young people, including both people born on the island and people who have moved to the island

Overview of the Organization

Toshimitsu Nakamura, Managing Director
Toshimitsu Nakamura, Managing Director
Establishment year
Establishment purpose
The association works towards the protection of Ama Town's outstanding natural landscapes, historical sites, scenic beauty site, and regional folk art, and promotion of these resources for tourism in an aim to contribute to the economy of Ama Town and the development of a sustainable tourism industry.
Main activity areas
Ama Village
Number of staff members
19 full-time staff members, 126 official members
Annual operation budget
20.82 million yen in 2009, 33.79 million yen in 2010, 54.18 million yen in 2011
WEB site
Collaborating organizations
Tokyo Gakugei University
Main activities
The association is open 365 days a year as the contact point for the island, and conducts activities through three divisions based on the concept of knowing your customers, knowing your products, and serving as a fully-functioning contact point.
[Travel Services Division] Response to tourism inquiries, contact point guidance, pamphlet creation, response to tour companies, PR work, etc.
[Hospitality Division] Accommodation facility guidance and cooperation, contracting various guide services, conducting hands-on experience programs
[External Merchandising Division] Operates mobile sales vehicles in the Kanto region, conducts PR activities at fixed stores