Atami Tourism Bureau

What Atami Tourism Bureau does

Atami Tourism Bureau (一般財団法人熱海観光局) is a General Incorporated Foundation established in 2024 that operates as the official Destination Management Organization (DMO) for Atami City, Shizuoka Prefecture, Japan. Founded as a public-private partnership among the Atami Chamber of Commerce and Industry, the Atami City Hotel Inn Association, the Atami City Tourism Association, and Atami municipal government, the bureau coordinates tourism marketing, visitor data analysis, regional resource development, event promotion, and accommodation support across Atami's six districts (Atami, Izusan, Taga, Ajiro, Izu, Hashima). It serves five primary visitor segments: domestic Tokyo-region day-trippers and overnight guests, inbound tourists (with strategic focus on Taiwan and the US), corporate workation clients, families, and women/couples wellness travelers.

The bureau's operational surface is built on a conventional digital tourism promotion stack: an official website (atami-tb.com), Instagram/Facebook/X social channels, JR East rail-promotion partnerships, and coordination networks with 23+ accommodation facilities, local bus and ferry operators, and tourism taxi services. It runs seasonal campaigns (Atami Retreat Trip Campaign with 50% discounted Odoriko fares, monthly recommended travel information), event programs (South Atami Hot Spring Tour multi-facility pass, 15+ annual firework displays), and corporate training programs (MOA Art Insight, SDG marine education). It does not operate a mobile app, public API, or proprietary technology platform; its differentiators are destination assets (hot springs, sea, mountains, festivals) and brand work such as the new logo mark unveiled June 2026.

Its revenue model combines the Atami City accommodation tax (200 yen per person per night for guests aged 12+, effective April 1, 2025) with municipal budget allocations and partnership/program income. FY2025 visitor volume reached 3,491,390 taxable overnight guests, implying approximately 698 million JPY (~$4.6M USD) in tax revenue alone, exceeding the 3.4 million projection. The organization has no external investors, parent company, or PE/VC funding; it is governance-controlled by its founding stakeholders and led by CEO Ueda Kazuka (上和佳), with active recruitment underway for CMO and CCO roles.

Name

Atami Tourism Bureau

Legal name

一般財団法人熱海観光局

Website

https://atami-tb.com

Company type

Private

Founded year

2024

Operating status

Operating

Short description

Atami Tourism Bureau is the official non-profit Destination Management Organization for Atami City, Japan, coordinating tourism marketing, events, visitor data, and accommodation tax-funded promotion across domestic, inbound, corporate, and leisure traveler segments.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

MICE Travel Technology & Program Management (Apps, Communications, Tracking) (THAHADAN), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge) (THAHADAG)

Keywords

• Destination marketing organization
• Tourism promotion services
• Hot spring resort tourism
• Accommodation tax collection
• Inbound tourism PR

Headquarters

HQ city

Atami

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation Tax Collection: Started April 1, 2025, the accommodation tax is 200 yen per person per night for guests aged 12 and older. Children under 12 (including 12-year-old elementary school students) are exempt from taxation. Revenue supports visitor safety infrastructure and acceptance environment improvements.
2. Tourism Promotion and Marketing Services: As a DMO, the bureau conducts tourism marketing, data analysis, regional resource development, and promotional activities funded by municipal budget and accommodation tax revenues. Revenue supports marketing campaigns, event organization, and partnership development.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Atami Tourism Bureau is the official Destination Management Organization (DMO) for Atami City, Japan. It promotes tourism through marketing data analysis, seasonal campaigns, accommodation tax-funded destination services, and inbound tourism PR (including American market focus via ISLAND PINE LLC). Its offering spans promotional programs (Atami Retreat Trip Campaign, South Atami Hot Spring Tour Plan), event coordination (fireworks, festivals), partner accommodation network coordination, and tourism statistics publishing for residents, visitors, and local businesses.

Product overview

Atami Tourism Bureau operates as a DMO (Destination Management Organization) for Atami City, managing a comprehensive tourism portfolio including seasonal promotional campaigns (monthly travel recommendations, retreat trip campaigns), hot spring tour programs (South Atami multi-facility hot spring plans), event coordination (fireworks festivals, flower viewing events, traditional matsuri), public inquiry services, and tourism data analysis. The organization coordinates public-private partnerships to promote sustainable tourism development, enhance local economy, and improve quality of life for residents while delivering visitor experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Atami Retreat Trip Campaign (熱海リトリート旅キャンペーン) A promotional campaign offering 50% discounted Odoriko limited express train fares during weekdays to position Atami as a retreat destination for wellness and mental/physical refreshment, targeting 30-40 year old women travelers in partnership with JR East.
• Atami Retreat Travel (熱海リトリート旅) Wellness-focused travel program combining hot springs, ocean and mountain nature, diverse culture, and workation facilities. Includes retreat programs at luxury ryokans, spa experiences, SUP, farmcation, and art-inspired corporate training programs.
• South Atami Hot Spring Tour Plan (南熱海 湯めぐりプラン) A multi-facility pass plan allowing guests staying at participating South Atami hotels to visit and use hot springs at other participating facilities without additional charges during their stay.
• Summer Beach and Festival Events (海水浴場・夏祭り) Seasonal summer beach activities and festivals including beach openings, the Atami Fireworks Festival held on multiple dates, beach water parks, and traditional summer matsuri events across various Atami locations.
• Monthly Recommended Travel Information (月別おすすめ情報) Curated monthly travel recommendations and event information for Atami covering seasonal attractions, festivals, dining, and accommodation across all seasons.
• Accommodation Statistics and Tourism Data (宿泊統計) Tracking and publishing service for accommodation numbers, visitor statistics, and tourism trends for Atami, including bath tax and accommodation tax base data used to monitor destination tourism performance.
• Marketing Research and Data Analysis (マーケティングデータ分析) DMO service for collecting and analyzing marketing data to understand tourism markets, analyze traveler behavior, and disseminate effective tourism information to stakeholders.
• Daidai Citrus Disaster Prevention Products (熱海産ダイダイ防災用品) Disaster prevention supplies developed using local citrus 'daidai'; the Atami-produced Daidai Cheesecake (canned) functions as emergency stockpile food for tourists and citizens, produced via industry-government-academia collaboration.

Quantifiable outcome

• Record 3.49 million overnight guests in FY2025 (+4.2% YoY)
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• ISLAND PINE LLCcoreStrategic or Co-development Partner · 1 April 2026Advisory contract with Hawaii-based ISLAND PINE LLC, represented by former Hawaii Tourism Bureau Japan Office Chief Mitsue Varley, to strengthen PR strategy for the American inbound tourism market. Varley brings 30+ years of experience in the tourism industry, including roles at Quail Ranch Hawaii, Oahu Tourism Bureau, and as Japan Bureau Chief for Hawaii Tourism Bureau (2012-2026). The partnership aims to leverage Hawaii's network and expertise in destination marketing.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Hoshino Resorts: Major Japanese resort operator with multiple properties in Atami (KAI Atami, RISONARE Atami) and across Japan — a key supply-side partner and de facto competitor for premium onsen guests.

Others

• Japan National Tourism Organization (JNTO): National DMO responsible for inbound tourism promotion — Atami's inbound efforts feed into and depend on JNTO's broader US-market campaigns.
• JR East: Atami's primary rail access partner and co-marketing counterpart; operates View and Odoriko limited express services and runs its own regional tourism campaigns adjacent to Atami's DMO scope.

Regional players

• Nikko Tourism Association: Regional DMO for Nikko (Tochigi), another Greater Tokyo-accessible destination with hot springs, UNESCO heritage, and seasonal events — competes with Atami for domestic Tokyo visitor demand.
• Atami City Hotel Inn Association: Founding member and local industry counterpart to Atami Tourism Bureau — represents the ~23+ accommodation facilities whose tax and occupancy data the bureau aggregates.

Direct peers

• Kyoto City Tourism Association (DMO Kyoto): One of Japan's first registered DMOs, operating a similar public-private destination management model for Kyoto — comparable in governance structure, accommodation tax framework, and marketing mandate.
• Hakodate Tourism Bureau: Another Japanese municipal tourism bureau with a mixed domestic/inbound mandate, year-round event calendar, and rail-accessible tourism positioning — structurally similar to Atami.
• Ito Onsen Kyokai (Ito Tourism Association): Tourism association for Ito City, another Izu Peninsula hot spring destination that competes directly with Atami for Tokyo-originating onsen and beach tourism.
• Nara Prefecture Tourism Bureau: Prefecture-level Japanese DMO running destination marketing, inbound strategy, and event coordination with similar public-private governance structure to Atami Tourism Bureau.
• Hakone Tourist Association: Regional DMO for Hakone, Kanagawa — the closest Greater Tokyo hot spring destination competing with Atami for the same Tokyo day-trip and overnight visitor base via Odakyu and JR rail partnerships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/atamikankokyoku
• Facebookfacebook.com/atamitourismbureau
• Instagraminstagram.com/atami_tourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Atami Tourism Bureau