Tourism Promotion for Regional Revitalization in Saiki City: Balancing the Utilization of Local Resources and Environmental Conservation

Aims: The study explores strategies for regional revitalization in Saiki City by promoting sustainable tourism, focusing on the effective utilization of local resources while ensuring environmental conservation. Objective: The study included three objectives; observing and analysing the current status of the Saiki City’s tourism, identifying the problems of promoting Saiki City’s tourism, and proposing suggestions for sustainable tourism in Saiki City. Place and Duration of Study: The fieldwork survey was conducted at Saiki City, Oita Prefecture, Japan in March 2025. Methodology: The research employed field observations to examine Saiki City’s historical resources, natural landscapes, and food-related resources. Additionally, informal conversations were held with local residents and stakeholders provided an initial understanding of local conditions. The interviews for local people were also conducted to analyze the current status of the Saiki City’s tourism. Results: The findings demonstrate that Saiki City possesses abundant local resources that possess significant potential as tourism assets, including the historically valuable shishigaki (traditional stone fences), the strikingly rugged and scenic ria coastline (deeply indented bays and inlets), and a diverse array of fresh, high-quality food ingredients. However, the study also identifies several challenges and shortfalls in the management of historical resources and public awareness, which hinder the realization of sustainable tourism. The study, therefore, suggested multiple proposal for future promotion policy for Saiki City’s tourism such as translating signs and introduction in different languages and fostering external public relations. Conclusion: The study poses key challenges and proposes practical strategies for promoting sustainable tourism in Saiki City. It emphasizes the need to balance between the effective utilization of local resources with the conservation of the natural environment to achieve long-term regional revitalization.