Name

Setouchi Tourism Partner

Legal name

一般社団法人せとうち観光推進機構

Website

https://setouchitourism.or.jp

Company type

Private

Founded year

2016

Operating status

Operating

Ownership category

akta.pro rank

Product category

Destination Management and Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (56152), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA), Luxury & High-End Incentives (Private Jets, Yachts, Ultra-Luxury Stays) (THAHADAK), Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE)

Keywords

• Destination management services
• Regional tourism promotion
• Tourism membership platform
• Regional brand certification
• Inbound tourism marketing

Headquarters

HQ city

Hiroshima-shi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Fees: Setouchi DMO Members (せとうちDMOメンバーズ) generates recurring subscription revenue from tourism-related businesses and individuals across the Setouchi region. Fees range from ¥1,100/month (students) to ¥5,500/month (corporations with capital over ¥5 million), with annual payment options via bank transfer and monthly credit card payments.
2. Tourism Promotion Services: As a public-private partnership organization, Setouchi DMO receives government subsidies and委托 contracts (commissioned projects) from national and prefectural governments for tourism promotion campaigns, destination marketing, market research, and hospitality training programs. Revenue is project-based from public sector委托.
3. Brand Registration and Licensing: Companies registering products under the Setouchi Brand pay no explicit registration fee mentioned, but the brand mark usage enables commercial value through increased sales and market recognition, contributing indirectly to the organization's mission-driven revenue model.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Setouchi Tourism Partner (せとうちDMO) is a destination management and marketing organization (DMO) operating across 7 prefectures in Japan's Setouchi region. It delivers digital tourism platforms (SETOUCHI TRIP and Setouchi Finder), a regional Setouchi Brand registration system for certified local products, a tiered membership program for tourism businesses, and the Setouchi Tourism Activation Fund, all coordinated with prefectural governments and tourism operators to promote the region domestically and internationally.

Product overview

Setouchi Tourism Partner (せとうちDMO) operates as a multi-product destination management organization for the Setouchi 7-prefecture region (Hyogo, Okayama, Hiroshima, Yamaguchi, Tokushima, Kagawa, Ehime). Its portfolio consists of two core digital platforms — SETOUCHI TRIP (multilingual travel booking and content site) and 瀬戸内Finder (editorial content discovery site) — combined with the 瀬戸内ブランド登録制度 (Setouchi Brand registration system), the せとうちDMOメンバーズ membership program (encompassing せとうちアカデミー seminars, せとうちミーティング conferences, and member benefits including foreign language interpretation, email translation, accommodation quality certification, business matching, and preferential activity booking through アクティビティジャパン), the せとうち観光活性化ファンド investment vehicle, and the せとうちHolics content community platform. The organization also publishes the monthly せとうちDMO NEWS newsletter. These offerings are designed to work together as an integrated regional tourism ecosystem: platforms drive visitor discovery, the brand system certifies and promotes regional products, membership services support local operators, and the investment fund finances accommodation and infrastructure development.

Differentiator

Problem solved

Functional benefit

Brands

• 瀬戸内Finder (Setouchi Finder): 瀬戸内地域の観光情報プラットフォーム。地域のライター・カメラマンが独自に取材した記事を掲載し、瀬戸内の魅力を世界に発信するサービス。
• SETOUCHI TRIP
• 瀬戸内ブランド登録制度
• せとうちDMOメンバーズ
• せとうち観光活性化ファンド
• せとうちHolics
• せとうちアカデミー
• 瀬戸内7サミット
• せとうちミーティング

Products and services

• SETOUCHI TRIP (せとうちトリップ) A multilingual travel booking and content platform (setouchi.travel/en/) that enables users to discover and plan trips across the Setouchi 7-prefecture region, featuring curated travel content and island-hopping information.
• Setouchi Finder (瀬戸内Finder) A content discovery platform (setouchi.travel/jp/) featuring original articles and photography by Setouchi-based writers and photographers, curated to showcase regional attractions and drive tourism to lesser-known destinations.
• Setouchi Brand Registration System (瀬戸内ブランド登録制度) A brand certification program that evaluates and registers products and services developed using Setouchi's unique natural, culinary, and historical assets. Registered products may use the Setouchi Brand Mark on goods and promotional materials. As of September 2025, cumulative registrations reached 376 companies and 1,218 products and services.
• Setouchi DMO Members (せとうちDMOメンバーズ) A membership program for tourism-related businesses and organizations offering three pillars of service: 'Connect' (business matching), 'Learn' (Setouchi Academy seminars, Setouchi Meeting events), and 'Support' (interpretation services, translation, sales channel support, brand registration, financial support). Membership fees range from ¥1,100 to ¥5,500 per month depending on entity type.
• Setouchi Academy (せとうちアカデミー) A monthly online seminar series for Setouchi DMO Members offering practical knowledge and skills for tourism business operations, including case studies, marketing techniques, and useful service introductions. Sessions are held online and open to members nationwide.
• Setouchi Meeting (せとうちミーティング) An annual business conference organized by Setouchi DMO bringing together tourism-related businesses, organizations, and government entities for networking, information exchange, and industry dialogue. Members receive priority registration and fee discounts.
• Setouchi Tourism Activation Fund (せとうち観光活性化ファンド) A tourism-focused investment fund operated by Setouchi Brand Corporation (SBC) that provides capital to accommodation development, renovation, and regional tourism projects across the Setouchi 7-prefecture area.
• Setouchi Holics (せとうちHolics) A content and community platform focused on the Setouchi region's unique lifestyle, food culture, and local experiences, designed to deepen visitor engagement and promote longer stays.

Quantifiable outcome

• Yamaguchi City selected as 3rd of '52 Places to Go in 2024' by The New York Times — the only Japanese destination on the list
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Japan National Tourism Organization (JNTO)coreStrategic or Co-development PartnerJNTO is a key strategic partner for international tourism promotion. Setouchi DMO coordinates with JNTO overseas offices (Paris, Los Angeles, Frankfurt, etc.) for international marketing campaigns, trade show participation (VISIT JAPAN MICE Mart, ILTM), market research, and familiarization tours targeting inbound tourists to the Setouchi region.
• JR West Japan (JR西日本)coreStrategic or Co-development PartnerJR West Japan collaborates on wide-area travel promotion in the Setouchi region, including Shinkansen Charter Tours (西遊紀行エリア), the Setouchi Velo cycling initiative, and joint participation in Japan Roadshow overseas events. Also supports the Setouchi Cycling Stays (せとうちサイクルステイズ) accommodation network.
• Setouchi 7 Prefectural Governments (兵庫県・岡山県・広島県・山口県・徳島県・香川県・愛媛県)coreStrategic or Co-development PartnerSeven prefectural governments form the core governance and funding base for Setouchi DMO. They participate in annual Setouchi 7 Governors' Meetings (せとうち7県知事会議), co-host events, and coordinate regional tourism promotion strategies across the Setouchi area.
• AEON Credit Service Co., Ltd. (イオンクレジットサービス株式会社)minorGTM or Marketing PartnerBusiness partnership providing AEON card members with special tourism discounts and services in the Setouchi region. Part of broader efforts to drive domestic tourism spending through credit card loyalty programs.
• Banyan Tree GroupcoreStrategic or Co-development PartnerBanyan Tree Group, through its Laguna Phuket flagship brand, is planning its first Setouchi-area property in Kure City, Hiroshima Prefecture (at Kureshio Tonosho Park re-development project), marking an upscale international hospitality brand entry into the region.
• Ministry of Agriculture, Forestry and Fisheries / Ministry of Economy, Trade and Industry / Tourism Agency (、農林水産省・経済産業省・観光庁)coreStrategic or Co-development PartnerNational government ministries and agencies provide funding, policy direction, and project委托 for Setouchi DMO's tourism promotion activities, including high-value inbound destination development projects, sustainable tourism guidelines, and regional activation programs.
• Activity Japan (アクティビティジャパン)minorChannel Partner/ Reseller/ DistributorActivity booking platform partnership for the Setouchi DMO membership program, offering preferential listing conditions (1 month free commission, 30% off PR articles) for local experience providers and tourism operators to list tours and activities.
• Setouchi Brand Corporation (株式会社瀬戸内ブランドコーポレーション, SBC)coreStrategic or Co-development PartnerSBC is the commercial subsidiary of Setouchi DMO, managing area investment, accommodation development (Setouchi Island Stays, Setouchi Cycle Stays), fund management, and Setouchi Brand product sales. It operates subsidiary companies including Setouchi Journey (せとうちジャーナー) and invests in regional tourism businesses.
• Setouchi Velo Council (Setouchi Velo協議会)minorStrategic or Co-development PartnerA cycling tourism initiative established to promote cycling routes and the Setouchi Cycle Stays network across the Setouchi islands, supported by Setouchi DMO, JR West Japan, and local governments.
• Asia-Pacific Superyacht SummitminorGTM or Marketing PartnerSetouchi DMO participated in the first Asia-Pacific Superyacht Summit held in Kobe, Hyogo Prefecture, showcasing Setouchi's superyacht and marine tourism potential to international attendees.
• Greater WEST JAPAN 4-DMO Collaboration (関西観光本部・山陰インバウンド機構・四国ツーリズム創造機構)coreStrategic or Co-development PartnerFour wide-area DMOs covering the Greater West Japan region signed a collaboration agreement to jointly promote tourism, coordinate for the 2025 Osaka-Kansai Expo, conduct overseas sales missions, and share market research, particularly targeting inbound tourists to extend stays beyond major cities.
• Environmental Ministry / Japan Tourism Agency (環境省・観光庁)coreStrategic or Co-development PartnerCollaboration on promoting Setouchi as a regenerative tourism destination, celebrating the 90th anniversary of Setouchi Kaigan National Park designation (2024), and implementing Japan Sustainable Tourism guidelines (JSTS-D).
• Hoteres (月刊HOTERES)minorGTM or Marketing PartnerCollaboration seminar with hospitality industry publication Hoteres, hosting online events to discuss tourism industry trends and share Setouchi DMO initiatives with hospitality professionals.
• Kansai Airports (関西エアポート)minorGTM or Marketing PartnerKansai Airports collaboration as part of the 4-DMO initiative to build travel momentum ahead of the 2025 Osaka-Kansai Expo, promoting pre/post-Expo travel to the Setouchi region via Kansai Airport.
• MIMA Challenge (株式会社MIMAチャレンジ)minorStrategic or Co-development PartnerSetouchi Brand Corporation acquired MIMA Challenge (operating traditional Japanese inn and Italian restaurant businesses in Mima City, Tokushima) as a wholly-owned subsidiary to expand regional revitalization through local hospitality expertise.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Japan National Tourism Organization (JNTO): Japan's national-level DMO. Operates inbound tourism promotion worldwide, official multilingual Japan travel portal, and overseas offices. Directly comparable as a destination marketing organization with public-private mandate, though at country rather than regional scope.
• Visit Japan / JNTO (English): Same entity as JNTO above — listed separately because it operates at greater scale than regional DMOs and serves as the umbrella inbound campaign engine, distributor of FAM tours, and trade show orchestrator that regional DMOs plug into.

Others

• Activity Japan: Japan's largest experience/activity booking platform. Adjacent service provider and partner to Setouchi DMO — rather than competing on destination marketing, it distributes Setouchi DMO member experiences to consumers via preferential listing terms.

Direct peers

• Hokkaido Tourism Organization: Predecessor-level Hokkaido DMO that coordinates inbound promotion, content platforms, and member services for a major Japanese region. Directly comparable in scale, multi-prefectural governance, and inbound tourism remit.
• Okinawa Convention & Visitors Bureau: Regional DMO for Okinawa. Operates a destination marketing/management mandate with multi-island geography, public-private funding, and inbound focus — closely comparable operating model in a different island archipelago.
• Tokyo Convention & Visitors Bureau: Regional DMO for Tokyo. Coordinates marketing, MICE, and tourism development across a single metro region with public-private funding model, member services, brand campaigns, and convention/meeting promotion — directly analogous structure to Setouchi DMO.
• Tohoku Tourism Promotion Organization: Wide-area DMO across the 6 Tohoku prefectures. Public-private partnership DMO running inbound marketing campaigns, FAM tours, and content platforms — directly comparable governance and orchestration model to Setouchi.
• Fukuoka City Tourist Association / Yokatopia: Municipal-level DMO for Fukuoka. Member-based DMO providing tourism marketing, inbound campaigns, and content platforms. Smaller-scope direct peer in terms of operating model and services.
• Kyoto City Tourism Association (DMO Kyoto): Regional DMO for Kyoto. Runs destination management, member-based services, multilingual content platforms, and inbound campaign orchestration across a single prefectural geography — closest direct functional analog in a different region.

Emerging players

• West Japan 4-DMO Collaboration (Kansai/San'in/Setouchi/Shikoku): Coordination umbrella of four wide-area Japanese DMOs including Setouchi. Functions as a meta-DMO for cross-regional inbound campaigns (EXPO 2025, international sales missions); partially peer, partially up-market collaborator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/setouchifinder
• YouTubeyoutube.com/channel/UC3Wap3eBSRMRIHSMF9LOvNA
• Facebookfacebook.com/SetouchiDMO
• Instagraminstagram.com/setouchi.dmo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Setouchi Tourism Partner