On August 22, 2024, Ehime Prefecture held the "Explore Ehime Prefecture" event at the Amora Hotel Jamison in Sydney, introducing the rich natural beauty and cultural heritage of Ehime to Australian travel agencies and media. The event was attended by 76 participants and focused on promoting sustainable adventure tourism, including cycling, hiking along the pilgrimage routes, and tourism that highlights the natural, historical, and cultural resources of Ehime.

Event Purpose and Background

The aim of this event was to broadly convey the charm of Ehime Prefecture, encourage travel agencies to develop tours that include Ehime, and promote the prefecture to the media to boost its attractiveness and spread information. Looking forward, the goal is to increase the number of visitors to Ehime through fam trips (familiarization trips) and further publicity efforts.

Key Activities　

The event opened at 5:30 PM with an hour of networking time, allowing attendees to interact with participants from Ehime and exchange information about the current Australian market.

Starting at 6:30 PM, a promotional seminar was held, featuring an introduction to Ehime Prefecture by the Governor. The Governor's presentation effectively communicated the appeal of Ehime, strongly capturing the interest of the participants. The content, which highlighted the region's natural beauty, history, and culture, was particularly refreshing for guests unfamiliar with Ehime and offered a compelling reason to consider it as a future travel destination.

Presentations also included an introduction to Ōzu by the Kita Management Association and a pilgrimage tour by Shikoku Tours, emphasizing the diversity of tourism resources in Ehime.

Demonstrations and Special Guests

The event featured a sake toast with "Ishizuchi Junmai Daiginjo VANQUISH," and attendees enjoyed a pop-up display of other fine sake from Ehime. This allowed participants to fully savor the flavors of Ehime.

At the end of the event, a lucky draw was held, with prizes featuring special products from Ehime Prefecture, including Imabari towels (Ikeuchi Organic), Setouchi limoncello, and Tobe-yaki wind chimes, leaving attendees with unforgettable memories.

Guests also received souvenirs, including Ehime's citrus juice, traditional sweets "Bocchan Dango" and "Poem," and "Zanshi handkerchiefs" as mementos of the event, allowing them to continue enjoying the charm of Ehime even after the event concluded.

Outcomes and Future Outlook

The event was a resounding success, with no cancellations, significantly raising awareness of Ehime Prefecture. Social media influencers also helped spread the word about Ehime's attractions, reaching a wider audience. Moving forward, Ehime plans to continue its promotional activities in Australia and further promote regional exchange through cycling initiatives.

Guest Feedback

Numerous positive feedbacks were received, including comments like, "I was unaware of Ehime Prefecture before, but this event made me realize its appeal. I plan to visit Japan in October, and I’m now considering including Ehime in my itinerary."