Why We Create These Journeys
Connecting passionate local hosts with global travelers to preserve our living satoyama heritage.
The mountainous rural areas of Eastern Tottori are home to breathtaking ancient beech forests and communities whose livelihoods — rooted in agriculture, forestry and fisheries — have evolved in harmony with nature over generations.
Yet behind this seemingly tranquil satoyama landscape lies an urgent challenge. Population decline and a growing shortage of people to carry on traditional livelihoods are making it increasingly difficult to preserve the region’s rich natural environment, knowledge and ways of life for future generations.
Rather than viewing this challenge with pessimism, we believe tourism can create a new cycle of value — one that protects the beauty and lifestyle of our satoyama communities while carrying them forward into the future.
Our commitment, together with our track record in sustainable community development at Hatto Furusato-no-Mori, has received national recognition, including the Regional Future Award at the Japan Tourism Agency’s Sustainable Travel Awards.
A Pioneering Regional Project Selected by the Japan Tourism Agency
This initiative was officially selected by the Japan Tourism Agency as one of just 15 national model projects, our initiative brings together passionate local hosts, environmental scientists, and international travel experts.
Led by El Bosque Co., Ltd., the project brings together partners from across the public, private and academic sectors, including the regional DMO Kirin no Machi Tourism Bureau, the local governments of Yazu and Wakasa, Tottori University of Environmental Studies, and a specialist tour operator from the United Kingdom.
Together, we are developing a regional tourism model that combines international-standard risk management and traveller safety with exceptional, high-value experiences.
A Sustainable Future for Our Satoyama
Preserving our storytellers by empowering professional local hosts.
Empowering Local Storytellers
For generations, our rich nature and culture were shared out of pure local passion. We are elevating this natural hospitality by equipping local hosts with professional guiding skills, safety standards, and deep ecological knowledge.
Sustainable Local Livelihoods
Fair compensation transforms guiding into a viable, proud career for the next generation. Through our "Half Farmer, Half Guide" model, local hosts build sustainable livelihoods while keeping our satoyama culture alive.
Deep Connections Over Quick Visits
Guided by true locals, your visit transforms from a quick photo stop into a meaningful journey. You gain rare access, rich historical context, and genuine human connections that turn a brief trip into a lifelong memory.
Our goal is to create a model in which travellers have meaningful experiences, local communities receive fair economic benefits, and the natural environment continues to thrive.
Achieving this requires moving away from tourism dependent on volunteer labour towards a sustainable local economy in which professional guides are appropriately compensated for their knowledge and skills.
Developing a New Generation of Local Guides
Half Farmer, Half Guide—Living the Experience You Visit
Our activities are centred at Hatto Furusato-no-Mori, an OECM-certified natural sanctuary recognised by Japan’s Ministry of the Environment for biodiversity conservation. Through collaborative research with Tottori University of Environmental Studies, our guides integrate scientific insights and ecological knowledge into memorable, engaging nature experiences.
In partnership with Yazu Town, we are pioneering a sustainable local model: "Half Farmer, Half Guide". This initiative combines traditional rural livelihoods with professional guiding. Our hosts don't just show you around—as locals deeply rooted in the soil, they welcome you into their daily lives and share wisdom you won't find in any guidebook.
Your Journey Helps Protect This Landscape
Every journey can contribute to protecting the forests, communities and traditions that make Eastern Tottori special.
Alongside regional tourism development, we are committed to supporting Tottori Prefecture’s Nature Positive ambitions.
A portion of the revenue generated through our experiences is returned directly to the region. Rather than ending as simple tourism expenditure, it helps support initiatives such as:
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Restoration and management of abandoned bamboo forests.
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Biodiversity conservation at Hatto Furusato-no-Mori, protecting endangered species and rare wild birds such as the iconic Ruddy Kingfisher.
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Creation of sustainable employment for local villagers.
Our ambition is to move beyond tourism based simply on consumption and towards a sustainable journey of coexistence — where travelling can leave a place slightly better than it was before.
The forests of Tottori and the people who call its satoyama landscapes home look forward to welcoming you.