JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”), and in August 2020 launched the “JAL Furusato Ambassadors,” cabin crew members selected through an in-house recruitment process who move to the area to promote initiatives in their respective regions. In December of the same year, JAL appointed “JAL Hometown Cheering Troops” who are involved in regional revitalization while serving on board. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We interviewed Ms. Yoshiko Hanashima, a JAL Furusato Ambassador who is involved in the production of videos on board hovercrafts in Oita.
–What can you tell us about your initiatives?
Hello, this is Hanashima, JAL Furusato Ambassador for Oita Prefecture.
Oita Prefecture is a hot springs prefecture that boasts the largest number and volume of hot springs in Japan, and is also blessed with abundant natural beauty, such as the vast mountain ranges of Kusumi Kogen and Yufudake, and delicious food, including fresh seafood from the Bungo Channel, one of the best fishing grounds in the country.
JAL is currently participating in an initiative called “New Tourism Hub,” a regional problem-solving learning program conducted with students from Ritsumeikan Asia Pacific University, with the hope of revitalizing the attractive regional areas of Oita Prefecture. The theme of this year’s program is to create a film to be shown on board the “hovercraft” that will be launched in the fall of 2024.
In this issue, we would like to introduce our efforts in this area.
–How are you involved in this effort?
In the “New Tourism Hub,” which we are currently collaborating with ORIX Real Estate Corporation, we act as mentors for students and provide support such as advice to students together with local companies. Each team is assigned a mentor from a participating company.
In the workshop with the students, we were divided into four teams and each team developed ideas for a theme. After learning about local tourism issues, the participants discussed the current local issues and how to solve them, among other themes.
In early October, we held a seminar with the Suginoi Hotel on JAL’s new initiatives in tourism, where JAL introduced the efforts of its in-house venture team W-PIT and examples of tour creation and product development by JAL Furusato Ambassadors to attract visitors to Oita Prefecture through their regional efforts.
Afterwards, the team discussed and came up with ideas for new things that could be done to address Oita’s regional issues. The team came up with many innovative ideas, which reminded me of my university days and I was very excited to participate in the event.
I would like to work with the students to create a video that will give visitors to the hovercraft a new appreciation of Oita Prefecture and make them want to come back again.
–What are your future plans and prospects?
Entering my third year as a JAL Furusato Ambassador, I have visited many cities, towns, and villages. Oita Prefecture is well known for its hot springs, but since moving here, I have had many opportunities to discover new charms of Oita, such as traditional local handicrafts and local foods. I would like to work to convey to as many people as possible the unique qualities of Oita that can only be experienced by visiting the prefecture and that are not yet well known.
In late November, we participated in an Ideation Camp to work on a video proposal; each of the four teams presented their ideas, and two ideas were selected by a panel of judges. All teams were excellent, with everyone sharing their ideas and deeply exploring local issues, needs, and target audiences.
I also participated in the idea generation as a mentor, and learned how important it is to clarify “what should be communicated to whom” and to think deeply about things in order to express them in video.
I am very much looking forward to the next round, where the actual video production will begin.
–What is your message to travelers?
It usually takes about 1 hour from Oita Airport to Beppu City by bus or private car, and about 1 hour and 30 minutes to Oita City. By utilizing a hovercraft, you can arrive in Oita City approximately 30 minutes earlier than before.
The newly created terminal “HOV.OTA” also offers visitors a sense of excitement with its warm, forest-like design inspired by the forests of Oita.
The observation area with a view of the city of Beppu through Beppu Bay is also a spectacular viewpoint. Please come and visit.
As a JAL Furusato Ambassador, I will strive to create attractive contents to make your time in Oita even more enjoyable.
© Source travel watch
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