Three members of the Australian Travel Industry Association (ATIA) recently returned from a four-day familiarization trip to Fukushima Prefecture, Japan. This visit has inspired them, showcasing a region that has transformed its image from disaster recovery to a vibrant display of culture, cuisine, and hospitality.

Led by ATIA’s Director, Richard Taylor, the delegation included members Sophie Lin from Reho Study Tours, Simone Thannhauser from Connections Travel Group, and Charisma McDonald from Global Travel Co.

Taylor remarked on the significance of such programs: “These experiences foster connections among our members, the destinations they visit, and the communities that host them. The people of Fukushima have turned resilience into genuine hospitality.”

The trip, which received local media coverage in Japan, is part of ATIA’s expanding portfolio of international opportunities helping members enhance relationships and expertise while introducing new travel destinations to Australians.

The collaboration between ATIA and Fukushima aims to cater to the increasing demand from Australian tourists for authentic experiences, moving beyond traditional Japanese tourist spots.

Immersion in Hope Tourism
Hosted by the Fukushima Tourism Board under its Hope Tourism initiative, the familiarization trip provided a diverse range of experiences from samurai heritage to exquisite local cuisine and beverages. Participants navigated a region rebuilding its tourism sector post-2011 tsunami, proudly preserving its history.

The tour not only enhanced value for ATIA members but also connected the Fukushima area directly to the Australian travel sector, illustrating how the recovery narrative is about more than pride—it’s about the attractions and experiences that make it a compelling destination.

Participants explored:

• The preserved Edo-period post town Ouchi-Juku
• The iconic Tsurugajo Castle
• The revitalized fishing port of Matsukawa-ura, where locals revived the centuries-old Hamayaki, or seafood barbecue experience. Other highlights included the Samurai Meijo-kan Armour Experience, allowing guests to don a 15kg suit of Samurai armor; visits to the Tomioka Winery and Haccoba Craft Brewery; and an engaging dinner with local tourism operators in Iwaki City.