Strengthening Pacific Tourism: Pacific Tourism Organisations Lusia Matairakula Embarked on Ecotourism Internship in Japan’s Cultural Heartland

From the moment I arrived in Toba City, nestled in Japan’s Mie Prefecture, I knew this internship would be more than just a learning opportunity—it was a deep dive into a living model of community-based tourism. Supported by the Sasakawa Peace Foundation’s Pacific Island Nations Programme, Community-Based Ecotourism Internship in Toba City, Japan, from July 11 to 20, aligned perfectly with the Pacific Tourism Organisation (SPTO) regional push for sustainable, locally-led tourism.

My focus was the Kaito Yumin Club, a remarkable grassroots organisation that brings Toba’s maritime heritage to life. Through guided tours, cultural exchanges, and hands-on activities, they connect visitors with Ama divers, fishermen, and craftspeople—people whose stories are woven into the fabric of the region. I saw firsthand how CBT principles translate into real-world impact: stakeholder coordination, product development, and environmental stewardship all working in harmony.

One of the most moving experiences was visiting the Ise Jingu Shrine complex—Japan’s most sacred Shinto site. Guided by the Kaito Yumin Club, we explored its forested sanctuaries and learned how sacred spaces can be shared respectfully, deepening cross-cultural understanding while preserving local pride.

We also walked the Magose-toge Pass, part of the ancient Kumano Kodo pilgrimage route. The trail’s quiet beauty and spiritual resonance reminded me how heritage-based tourism can be both low-impact and deeply meaningful. A visit to the Kumano Kodo Center and a traditional lunch wrapped in local packaging reinforced the power of storytelling and sustainability.

I engaged with the Toba City Ecotourism Promotion Council, through Kaito Yumin Club—a dynamic network of government agencies, cooperatives, cultural institutions, and nonprofits. Their collaborative approach to tourism offers a compelling blueprint for what’s possible in the Pacific—rooted in local values, environmentally responsible, people-centred, and committed to safeguarding cultural heritage. It exemplifies how tourism can be both transformative and respectful, aligning development with the region’s identity and long-term resilience.

A day trip to Toshijima Island offered another layer of insight. From the spiritual calm of Mitarashi Jinja Shrine to the bustling energy of the Toba Isobe Fisheries Cooperative, I saw

how tradition and innovation coexist. The highlight? A meal lovingly prepared in the spirit of “Okasan’s cooking”—simple, soulful, and unforgettable.

I stayed at the Okami Japanese Inn, a ryokan-style accommodation that felt like stepping into a story. Tatami rooms, seasonal dishes, and warm hospitality reminded me that cultural authenticity isn’t just preserved—it’s lived.

This internship was more than a professional milestone. A reminder that tourism, when rooted in community and culture, can be a force for connection, pride, and resilience. And for the Pacific, it reaffirmed the value of locally-led models that honor both people and place.