[VOICE] Tourism Born from “Journeys of Encounter”Kankokeizai Shimbun (Tourism & Economy Newspaper)

Hiroko Chino, Founder & CEO, LouLou Shokai / Cultural Edu-tourism Council

People Weave the Future of Tourism

When people hear the word “tourism,” many imagine a place.Yet the memories that truly stay with us from a journey are, more often than not, encounters with people.

Kyoto has been shaped for over a thousand years not only by its history and layered culture, but by the countless meetings between people.A monk who preserves sacred traditions, an artisan who carries forward centuries of craft, the steward of a historic machiya residence—it is the moments when we step into their lives that transform a trip into a profound “experience.”Traveling not simply to a place, but to meet its people—that is the form of tourism the future demands.

I continue my work in Kyoto because I believe deeply that this “journey of encounter” is the essence of tourism.What is needed is not merely guides who convey historical facts, but “ambassadors” who connect hearts—people who understand languages as well as cultures, and who can faithfully carry the thoughts and stories of those on the ground.Sometimes, they transcend words entirely, conveying the warmth, breath, and atmosphere of a place.That is the ideal tourism professional as I envision it.

At the Cultural Edu-tourism Council (CEC), students from around the world step into Kyoto as such “ambassadors,” cultivating their strengths through hands-on practice and applying what they learn in real contexts.

They serve as bridges—across cultures, across languages—connecting people and communities, and turning tourism into a place of learning and personal growth.Their involvement at the forefront of the field, balancing cultural preservation with creative innovation, represents precisely the future of tourism CEC aspires to realize.

Today, while more visitors are beginning to flow into local regions, many challenges remain before truly sustainable regional economies can take shape.Tourism must not end as mere “consumption.”We need mechanisms that ensure visitor spending reaches local artisans, businesses, and cultural stewards.

Even in Kyoto—despite welcoming travelers from around the world—many heritage properties face the risk of discontinuation due to complex ownership and succession issues.Even if a building remains standing, once the family stories and intentions that sustain it disappear, it becomes an empty shell.Many business operators, myself included, conduct our work by “borrowing” the global brand of Kyoto.Without an awareness of this responsibility, the city risks being consumed and eventually losing its color.Only when people, culture, and economic value circulate back into the community can the city continue to breathe into the future.

My own starting point lies in two experiences from my student days:the sense of urgency that “Japan’s traditions and culture might vanish,” and the deep learning I gained through encountering people overseas.I aspire to build systems that link culture with tourism, connect people with people, and create a cycle that sustains cities and their futures.

A tourism of encounter—“journeys born from meeting people”—enriches both individuals and communities.With this belief at my core, I will continue pursuing my mission as a Cultural Tourism Producer.