ChillOut Gero Onsen
Overview
A project in Gero City, Gifu Prefecture, known for its hot spring district, carried out as part of the Japan Tourism Agency's “second hometown” initiative and addressing the question of how to create a destination people want to visit.
Challenge
The area known as the hot spring district is the part of Gero around the station. Other areas have their own natural attractions, but because they are not hot spring districts they were hard to promote as destinations. We brought together activities that local people were running individually — sauna sessions in the river, yoga in the forest — and organised them under a single concept: “chill out”. Each experience is small on its own, but taken together they become a compelling reason for city dwellers to visit when they need to unwind.
Result
Several hundred people took part, creating a new group of fans for Gero.
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