バイクツーリズムで地域活性化 気ままなリライト
With the rising popularity of motorcycling nationwide, motorcycle tourism is gaining momentum in remote and rural areas, especially in lesser-known destinations eager to welcome bikers as a catalyst for local revitalization. Beyond the economic boost, motorcycle tourism is fostering community engagement, as riders are interacting with residents, exploring local traditions and cuisines, and sharing their discoveries with others. Although increased traffic can present challenges, the wave of visiting bikers is bringing fresh energy to regions that usually see little tourism, creating meaningful connections between bikers and local communities.
Motorcycle tourism is particularly effective at promoting lesser-known areas. Motorcyclists often prefer scenic, winding roads that provide a sense of adventure and lead to memorable experiences. By exploring these quieter, off-the-beaten-path routes, bikers encounter hidden waterfalls, mountain passes, unique villages and historical sites that might otherwise go unnoticed. This helps divert tourist traffic away from overcrowded destinations, spreading economic benefits to rural communities. Local businesses, such as family-run inns, small-town restaurants, and artisan shops, are favored stops for bikers looking for authentic places to eat, stay, and explore. When riders share photos or videos of a picturesque route, historic town, or local attraction on social media, they create a ripple effect, sparking the interest of other riders and potential visitors, leading to lasting promotion for the area.
Nestled in the rugged mountain ravines near the Gunma Prefecture border, Ogano Town in Saitama has emerged as a welcoming haven for motorcyclists seeking immersive travel experiences. Since 2007, this town of just 10,000 residents—famous for its shrine dedicated to road safety for bikers—has embraced motorcycle tourism by fostering close connections between locals and visiting riders. Local businesses have stepped up to offer tailored services, including bike-friendly accommodations, ample parking, and affordable options for sampling the area’s distinctive cuisine. By providing these services, Ogano is encouraging bikers to stay longer, creating experiences that fuel social media buzz and word-of-mouth recommendations. The town’s vision is to transform from a brief stopover into a must-visit destination, a goal reinforced by its recent selection as the host of the 2025 Bike Love Forum, a prominent event sponsored by the Ministry of Economy, Trade, and Industry. This annual forum will explore ways to strengthen ties between motorcycle tourism and rural economic development, a mission Ogano embodies through its warm hospitality and commitment to the biker community.
An annual adventure bike rally has demonstrated the powerful economic impact that motorcyclists can have on rural communities. Founded by world-renowned motorcycle adventurer Fukushi Kazama, the 12th Sunrise Sunset Touring Rally (SSTR) drew around 14,000 riders from across Japan this year, running from October 5 to 19. In 2023, when the event attracted roughly 12,000 visitors, it generated an estimated 2 billion yen in economic impact.
Held under the theme of “Chasing the Sun,” this rally invites participants to embark on an exhilarating journey: set off at sunrise from a self-chosen point on Japan's eastern coast, aiming to reach the finish line on Chirihama Beach along the Sea of Japan by sunset. This adventure captures the spirit of freedom that the open road brings—the wild rush of wind on the skin, the quiet thrill of lives intersecting like intertwined threads. Riders start their day with the rising sun at their backs, traversing the country’s breathtaking landscapes, and end their adventure by watching the sun sink into the sea at Chirihama—the only beach in Japan where vehicles are allowed to drive—located in Hakui City, Ishikawa Prefecture.
With the increased flow of motorcyclists bringing both economic benefits and safety concerns, Doshi Village in rural Yamanashi has been under pressure to preserve the village’s appeal as a biker destination while prioritizing the safety and quality of life for local residents. National Route 413, which stretches from Sagamihara City to Yamanakako Village, has become a favorite among adventurous bikers for its few traffic lights and continuous winding curves, bringing a welcome boost to the village’s revenue. On busy days, Doshi Roadside Station, known for its local produce, draws as many as 600 motorcycles. In response to residents’ concerns over noise and frequent accidents, the local government is considering a range of safety measures designed with motorcyclists in mind. Proposed improvements include installing guardrails on sharp curves, adding speed bumps in accident-prone areas, placing rumble strips to reduce drifting on turns, and enhancing nighttime visibility with reflective lane markers.