The Setouchi region of Japan is emerging as a beacon for sustainability, gaining global recognition for its proactive regeneration projects and sustainability accomplishments. Kamikatsu Town in Tokushima Prefecture became the first town in the country to declare a “Zero Waste” policy back in 2003 including the zero waste action HOTEL WHY, setting an inspiring example of how communities can live sustainably, blending environmental responsibility with cultural preservation. The region also boasts a host of regeneration projects including exquisite retreats where visitors are invited to immerse themselves in eco-friendly experiences that honour tradition and embrace the future.

Visit Kamikatsu – The first 'Zero Waste' town in Japan 

From being a destination for corporate training programs on environmental responsibility to winning prestigious accolades such as the Forbes Japan Xtrepreneur Award 2024, awarded to organisations taking advanced approaches to solving social issues. Kamikatsu showcases innovative zero-waste initiatives where visitors can immerse themselves in a 'living laboratory' testing out eco -friendly initiatives that can be implemented at home.  

• At the heart of the community is the Kamikatsu Zero Waste Centre, known as “WHY”, serving as an educational and community hub, showcasing how zero waste can be achieved in practical and impactful ways. With an impressive recycling rate exceeding 80%, the centre categorizes waste into 43 types, ensuring maximum reuse and minimal landfill. Visitors can explore the centre and learn how Kamikatsu has integrated zero waste into daily life. Interactive exhibits and programs highlight innovative initiatives, such as the town's “leaf business,” which creatively repurposes seasonal flowers and other plants harvested in Kamikatsu, and the reuse of local resources to protect the environment. Opening hours: 9:00 - 17:00 (Closed on the first Tuesday of every month and between 31st December and 2nd January) 

• The Zero Waste Action Hotel “HOTEL WHY”, constructed using upcycled materials, is a boutique hotel that invites guests to actively participate in Kamikatsu's waste management practices. The hotel's “STUDY WHY” program delves into the town's innovative waste strategies, while check-out includes hands-on garbage sorting, fostering a direct connection to sustainability. Maisonette rooms feature designs that embody resourcefulness, including upcycled windows, sofas, curtains and rugs made from scrap wood and used materials. Disposable amenities are replaced with refillable containers and other eco-friendly alternatives, reflecting a philosophy of mindful consumption. Nearby, guests can also explore second-hand shops, re-fillable shops, local eateries, and scenic hiking trails that showcase Kamikatsu's natural beauty.  Rooms start from xx Yen per night and sleep up to 4 people. Please visit Chillnn for prices and reservations. 
• Adding to Kamikatsu's sustainable charm is PERTORNARE, an Italian restaurant and accommodation that merges fine dining with eco-consciousness. PERTORNARE offers a seasonal menu crafted from locally sourced ingredients, showcasing the flavours of the region while supporting its agricultural heritage in a beautifully renovated traditional house. PERTORNARE is open for lunch on Sundays and Mondays between 12:00 - 15:00 (last orders at 13:00) Dinner is served on Wednesdays, Thursdays, Fridays, Saturdays and Sundays Time between 18:00 - 22:00 (last orders at 21:00). Accommodation is available from Wednesday to Sunday. The restaurant is closed on Tuesdays and some irregular holidays. 

Reviving Heritage Through Regeneration Projects

The Setouchi region's commitment to sustainability extends beyond zero waste, with revitalisation projects that breathe new life into historical properties and give visitors a chance to experience Setouchi's rural communities. 

• Wakusui: Nestled on Suo-Oshima Island in Yamaguchi Prefecture, Wakusui offers an exclusive lodging experience in a beautifully renovated 100-year-old tangerine farmhouse. With space for just one group of up to ten people per day, this retreat combines traditional Japanese architecture with modern luxury. Highlights include a private bathhouse infused with local citrus, a spacious dining area with exposed beams, and serene views of a Japanese garden. Prices start from 171,600 Yen (£896) per night. 

• Chiiori and Togenkyo-Iya: In the remote valleys of Iya in Tokushima Prefecture, Chiiori and Togenkyo-Iya offer escapes steeped in history and culture. These centuries-old thatched-roof houses, restored by American cultural preservationist and author Alex Kerr who purchased his first property to restore in 1973.  The surrounding area is nicknamed the “Tibet of Japan," due to the lush green vegetation; deep gorges, turquoise rivers; and cascading waterfalls with mountainous backdrops. Prices start from 14,500 Yen (£76) per night room-only, for up to 10 people per group. 
• IKUNO STAY: Located in Hyogo Prefecture, IKUNO STAY repurposes former mining employee housing into charming accommodation that honours the region's industrial heritage. Guests can delve into Ikuno Town's rich mining history, explore local culinary gems, and craft bespoke itineraries featuring activities like e-bike tours and seasonal harvesting. Prices start from 16,500 (86) Yen per night room-only.

The Setouchi Region is located in western Japan and surrounds Japan's largest inland sea. To access the region from the UK there are direct flights to Tokyo from London Heathrow with British Airways, All Nippon Airways and Japan Airlines, from there it is a 4.5 - 5 hour journey via Shinkansen to stations in the region including Shin-Kobe, Himeji, Okayama, Hiroshima and Shin-Yamaguchi.

These experiences are all part of Setouchi Journeys, a series of itineraries designed to encourage visitors to mindfully explore deeper into this destination that's rich in centuries-old culture, icons of Japanese cuisine and island idylls. To find out more visit www.setouchi.travel/en.

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About Setouchi DMO:

Setouchi DMO is comprised of the seven prefectures that make up the Setouchi Region surrounding the Seto Inland Sea and its islands - Hyogo, Okayama, Hiroshima, Yamaguchi, Tokushima, Kagawa, and Ehime. Setouchi Journeys was developed by Setouchi DMO to help make the region more accessible to visitors by dividing the area into four major zones. The Setouchi DMO is a travel brand formed by The Inland Sea, SETOUCHI Tourism Authority, which plans and carries out tourism marketing promotion, and the Setouchi Brand Corporation Inc. that supports tourism product development by utilizing the Setouchi Kanko Kasseika Fund. Their work to promote these destinations to domestic and international visitors aims to revitalise the local economy and create a prosperous regional society through the autonomous and lasting cyclical growth of the Setouchi area. https://setouchitourism.or.jp/en/