NUMAZU, Shizuoka Prefecture–A new boat fishing tour is reeling in foreign visitors to Shizuoka Prefecture, as a fishing tackle company is seeking to boost international tourism and revive Japan’s post-pandemic fishing scene.
The initiative, launched by fishing gear retailer Ishiguro Co., which is based in Hamamatsu in the prefecture, features half-day tours departing from Heda Port in Numazu.
Along with trying their hand at catching local favorites, the tour offers traveling anglers stunning views of Mount Fuji from the sea in an area often overlooked by tourists between Tokyo and Kyoto.
Guided by staff familiar with the local waters, the tour allows participants to fish for seasonal catches such as grunt, horse mackerel and tilefish.
To make the experience as accessible as possible, the tours are designed for complete beginners with rods, reels and bait provided.
The price starts at 33,000 yen ($220) per person for shared boats. Private charters, which include an interpreter, start from 220,000 yen for up to six people.
Participants can also have their fresh catch prepared by local restaurants as sashimi, simmered dishes or hand-rolled sushi.
While the tour has only welcomed a handful of groups so far, Ishiguro plans to partner with regional tourism associations and international travel agencies to increase its visibility.
With early-morning departure times, the company also hopes the tours will encourage more overnight stays in the region.
The move is driven by a desire to revive interest in recreational fishing and capitalize on Japan’s booming inbound tourism.
Fishing saw a rise in popularity during the COVID-19 pandemic, thanks to its outdoor setting and socially distanced nature. However, the surge in fishing gear sales has since tapered off.
While the number of foreign overnight stays across Japan in 2024 reached 1.4 times the 2019 figure, Shizuoka still lags behind at less than 80 percent of its pre-pandemic level.
Only 30 percent of international tourists who pass through the prefecture spend time on activities there, and just 10 percent stay overnight.
The tour was developed in 2023 with support from the Japan Tourism Agency, and Ishiguro expanded the culinary aspect. A promotional video was released on social media targeting international travelers.
“There’s huge untapped potential in the sea as a tourism resource,” said an Ishiguro spokesman. “By making boat fishing more approachable, we hope to attract more international visitors and remind Japanese people of the joy of fishing.”
AloJapan.com