Sustainable tourism refers to ways that people can travel today to maintain and enhance the vitality of tourist destinations for years to come.
Sustainable travel looks different for everyone. Perhaps you choose to explore nature or minimize your use of car travel. Maybe you prioritize the use of reusable goods or invest in a carbon offset program. In Ozu, a city located in Ehime Prefecture, residents, governments, and companies alike have committed themselves to turning sustainable initiatives into cultural experiences for tourists. It is a win-win situation, marrying the preservation of historical Ozu with unforgettable travel moments.
If you are looking for authentic, off-the-beaten-path activities in Japan that support locals, maintain historical heritage, and immerse you deeply in Japanese culture and daily life, then Ozu is the place for you.
A brief story about Ozu’s revitalization
During the Edo period (1603–1868), Ozu flourished as a castle town, and then throughout the Meiji period (1868–1912), it prospered with industries like papermaking and wood wax production. Unfortunately, in the modern era, depopulation, an aging population, and a declining birthrate caused the castle town’s historic charm to slowly disappear. Vacant houses became commonplace, and many property owners, overwhelmed by maintenance work, chose to demolish traditional buildings and convert them into parking lots.
In response to this crisis, Ozu brought together local governments, financial institutions, and private businesses to implement a tourism-based community development approach that utilized the city’s historical resources.
At the same time, the city’s local youth, who also felt a strong responsibility to protect the castle town, founded an NPO (non-profit organization) called YATSUGI. Through this organization, they cleaned and helped repair vacant houses, many of which were owned by people living outside the city. This support alleviated property owners’ stress and slowed the deterioration of empty homes.
Ozu is even home to an event called Shiroshita no MACHIBITO, which encourages businesses to set up shop in its traditional houses.
Thanks to the overwhelming support and teamwork, Ozu’s rich spirit gradually returned.
What does Ozu’s revitalization mean for you?
Over six years have passed since Ozu made a conscious effort to preserve and strengthen its castle town roots, and today, 31 historic buildings have been revitalized—granting you the opportunity to step into traditional Japan. Now, the streetscape is abound with cafes, craft stores, and shops selling local products, all of which are nestled in once abandoned houses.
Ozu didn’t stop there though. In 2020, NIPPONIA HOTEL Ozu Castle Town opened as one of Japan’s largest dispersed hotels—converting vacant houses into guest rooms. NIPPONIA HOTEL treats the entire castle town as a hotel, allowing you to seamlessly explore the townscape and enrich your stay with Ozu’s history, culture, and daily life.
Another unique offering that merges preservation with cultural exploration is the Ozu Castle Stay, where you can stay overnight in the fully restored Ozu Castle! During this prestigious stay, you are whisked away to the Edo period. Witness historical reenactments, such as the lord’s formal entrance and celebratory gunfire from a rifle corps, watch traditional performing arts, and then retire at the end of the night in the castle’s main keep.
The castle stay is well equipped for international travelers, implementing multilingual support, vegan-friendly options, and other services, so you can enjoy your time worry free. This initiative not only enhances the value of Ozu Castle but also promotes the region and directly supports cultural preservation by allocating a portion of its revenue to conservation efforts.
Deepen your knowledge of the region further with the OZU STORIES experience—available in English. Guided by local storytellers, known as Tsumugibito, this activity introduces you to Ozu’s history, town development, and restoration practices. The experience is more than just a sightseeing tour. It is an opportunity to genuinely interact with locals and bolster the community. OZU STORIES donates 5% of its revenue to organizations that help preserve the town, so simply taking part in the tour contributes to Ozu’s present and future.
Unsurprisingly, Ozu’s sustainable efforts have gained international recognition. In 2014, the city won the Silver Award in the Green Destinations’ “World’s Best Sustainable Tourism Destinations Awards.” And then, in 2023, it won first place in the “Culture and Tradition” category of the global Green Destinations Story Award, which honors sustainable tourism initiatives.
Ozu is doing something truly remarkable. By including residents, businesses, local governments, and tourists in the preservation of the region’s culture, Ozu’s tourism-based community development supports everyone and paves the way for a brighter future. For tourists looking to give back, the initiatives also ensure that money spent flows back into the local community and contributes to the protection of Ozu’s townscape and culture for years to come.
The city is truly sustainable tourism at its best.
Access to Ozu
Ozu is located on the island of Shikoku in Ehime Prefecture. To reach Ehime Prefecture the easiest point of access is Matsuyama Airport. The below airports offer direct flights:
- Narita International or Haneda Airport (Tokyo): 1.5–2h
- Osaka International Airport (aka Osaka Itami Airport): 50m–1h
- Chubu Centrair International Airport (Nagoya): 1h 5m
- Fukuoka Airport: 40m
- Kagoshima International Airport: 55m
- Naha Airport (Okinawa): 1h 40m
From Matsuyama Airport, take a local bus to Matsuyama Station (about 30 mins). Then, take the Yosan Line Limited Express to Iyo-Ozu Station (about 30 mins). From there, you can catch a local bus to Ozu Castle (about 15 mins).
You can also opt to travel to Ehime Prefecture by train, which is a more sustainable option. From Tokyo, Kyoto, Shin-Osaka, Shin-Kobe, or Nagoya Station, take the Shinkansen to Okayama Station. From there, you can catch the Yosan Line Limited Express to Matsuyama Station. The total travel time ranges from 3h 25m (Shin-Kobe) to 6h 10m (Tokyo).
If you book the Ozu Castle Stay, free shuttles are available to and from Matsuyama Airport and Matsuyama Station.
