Fukui Prefecture is embracing luxury tourism as it seeks to attract affluent travelers and international visitors following the extension of the Hokuriku Shinkansen. The historic district of Mikuniminato in Sakai, once a major Kitamaebune merchant port, is being transformed into a premium travel destination.

With new luxury accommodations, high-end dining experiences, and government-backed investment programs, Fukui is positioning itself as a top-tier destination for travelers seeking exclusivity and cultural immersion.

High-End Accommodations Reshaping Fukui’s Hospitality Scene

As part of its tourism revitalization strategy, the Fukui Prefectural Government has introduced subsidies of up to 250 million yen ($1.7 million) to support the development of lodging-integrated restaurants and luxury accommodations.

Among the new luxury properties benefiting from this initiative:

  • Auberge Homachi Mikuniminato – A restored townhouse-turned-premium restaurant-hotel offering gourmet dining and immersive local experiences.
  • Kanshukuen Eshikoto – A villa-style resort in Eiheiji town, featuring eight exclusive villas with semi-open-air baths and fine-dining options. Rooms start at 70,000 yen per night per person, inclusive of meals.

Wakasa Bay Premium Resort Area: A Major Tourism Investment Project

Fukui’s luxury tourism expansion also includes the Wakasa Bay Premium Resort Area Project, launched in February 2025. The initiative, which involves six municipalities west of Tsuruga, aims to:

  • Develop high-end resorts, glamping facilities, and restaurant-integrated accommodations.
  • Attract private investors through a government-backed investment drive.
  • Enhance the overall visitor experience in scenic areas along Wakasa Bay.

Investment proposals for the project will be accepted through June 2025, with the goal of making Fukui a leading luxury retreat in Japan.

Boosting International Arrivals with Travel Incentives

To further drive foreign tourist arrivals, Fukui will introduce a 5,000-yen subsidy for international visitors flying into Komatsu Airport from Seoul, Taipei, or Hong Kong who stay overnight in the prefecture.

This move is expected to enhance Fukui’s appeal among Asian travelers, further diversifying its tourism base.

Hokuriku Shinkansen Extension Drives Record-Breaking Visitor Growth

The Hokuriku Shinkansen extension to Fukui in March 2024 has significantly boosted tourism, particularly at the Fukui Prefectural Dinosaur Museum—a top regional attraction often referred to as the “Dinosaur Kingdom”.

  • As of November 2024, the museum welcomed over 1 million visitors, marking the first time it has reached this milestone since opening in 2000.
  • Visitor numbers surged 26% from pre-pandemic levels, driven by:
    • A major renovation in July 2023.
    • Increased rail connectivity via the Hokuriku Shinkansen.

To manage the surge in footfall, the museum has implemented a reservation-based ticketing system. Despite these measures, parking facilities remain at full capacity, particularly on weekends.

Regional Tourism Growth and Economic Impact

The Japan Tourism Agency reports that Fukui recorded 3.54 million overnight stays in 2024, a 9% increase from the previous year, surpassing the national average of 5.3% growth.

Regional data from KDDI Corp. also highlights:

  • 18.5% increase in visitor numbers around the three new Shinkansen stations (Awara Onsen, Fukui, Tsuruga).
  • 35.6% surge in travelers from the Kanto region (Tokyo, Saitama, Chiba, Kanagawa).
  • 15.9% increase in Kansai visitors (Osaka, Kyoto, Hyogo, Nara).
  • 64.9% growth in arrivals from the Shinetsu region (Niigata, Nagano).
  • 12.7% rise in visitors from neighboring Ishikawa and Toyama prefectures.

Business Expansion Following the Shinkansen Launch

The Hokuriku Shinkansen extension has not only benefited tourism but also driven business investment in Fukui.

  • In just 10 months of fiscal 2024, 13 companies expanded into the prefecture—compared to 49 over five years (2019-2023) before the extension.
  • Governor Tatsuji Sugimoto emphasized that interest in Fukui as a business hub has increased significantly, citing the Shinkansen’s transformative impact on the region.

Addressing Fukui’s Accommodation Shortage

Despite the boom in tourism, Fukui faces a shortage of high-end accommodations, particularly during peak seasons and major events.

  • New hotel construction projects are underway near Fukui Station’s west exit, Echizen-Takefu Station, and other key locations.
  • By March 2027, the prefecture expects to add 2,000 new hotel rooms.
  • A Development Bank of Japan report (December 2024) estimated that by 2030, Japan could face a shortfall of 378 luxury hotel and inn rooms priced at 100,000 yen or more per night if it reaches its target of 60 million foreign visitors annually.

Future Outlook: Strengthening Fukui’s Luxury Tourism Appeal

Kazuyuki Iida, research manager at the Development Bank of Japan’s Hokuriku branch, acknowledged Fukui’s increasing prominence in Japan’s luxury tourism market.

“While we are seeing more affluent Western visitors, we have yet to fully tap into the potential demand for luxury accommodations,” Iida stated.

He also noted that Hokuriku accounts for only 2.5% of Japan’s GDP, making Fukui’s growing appeal to investors and travelers especially remarkable.

“Refining the region’s unique value while incorporating global perspectives will be key to sustaining this growth,” he added.

As Fukui continues to capitalize on its new Shinkansen connectivity, luxury tourism projects, and premium visitor experiences, the prefecture is well on its way to becoming one of Japan’s most exclusive travel destinations.

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