Setouchi DMOWhat is Setouchi DMO?

What is Setouchi DMO?

Revitalizing the region through establishment of the Setouchi Brand

Through establishment of the Setouchi Brand, Setouchi DMO aims to create a rich local community while revitalizing the local economy.
We plan to increase the number of visitors to Setouchi by enhancing information on the area’s charms both overseas and domestically.
Our mission is to create autonomous and lasting cyclical growth of the Setouchi area through development of the Setouchi brand by evoking excitement among local businesses and residents,
creating new industries, and promoting expansion of local employment and the population.

The ideal state of Setouchi in 2020
in 2020 vision

  • vision1A place that tourists want to visit not just once, but time and again.
  • vision2A place that attracts visitors from overseas.
  • vision3A place that is prosperous
  • vision4A place with a bright future whose people are filled with hope and pride.

The unique and varied resources of the inland sea


Lifestyles that revolve around the unique beauty and scenery of the islands of Setouchi.


Food resources such as exquisite seafood delicacies from the ever changing tidal currents, and citrus fruits born of the warm climate.


Setouchi has since olden times been a significant transportation hub in Japan, and has townscapes and sights that highlight its important history.

The brand mark representing Setouchi

Stunning island scenery that consists of more than 700 islands (*) that float on serene waters with a mirror-like surface. The components of the Setouchi Brand mark symbolize the elements that make up the beauty of Setouchi. It depicts the beauty of the islands,
the warm weather, and the calm waters of Setouchi. We will work hard to build the Setouchi Brand by utilizing the brand mark on various products and activities that are representative of Setouchi.

* Japan Coast Guard, 1986.


Organisation info

A lateral tourism operator frontrunner

Established in 2013 as a joint organisation by the 7 prefectures in the Setouchi region (Hyogo, Okayama, Hiroshima, Tokushima, Kagawa, Ehime), Setouchi Brand Suishin Rengo’s goal was to promote the tourism brand of Setouchi. Setouchi DMO was created to further propel product development and tourism marketing of the entire Setouchi region and to turn it into a frontrunner and thriving tourist area capable of maintaining a place among the world leaders in tourism.

What is Setouchi DMO?

A DMO (Destination Management/Marketing Organisation) is a kind of organisation that endeavours to revitalize and manage a tourism area (Destination) as a whole. The government’s 2015 act on revitalizing towns, people and work placed great importance on organisations that work towards improving tourism areas through region-wide co-operation between public and private sectors. Setouchi DMO consists of The Inland Sea, SETOUCHI Tourism Authority, which creates and implements programs for marketing and promotion, and the Setouchi Brand Corporation Inc., which manages the Setouchi Kanko Kasseika Fund and provides support to product development while striving to take full advantage of the wide variety of tourism resources Setouchi has. Setouchi DMO is involved in information communication, promotion, efficient marketing, strategy planning with the region’s many players, and supporting local organisations that work towards revitalizing the region.

The Inland Sea, SETOUCHI Tourism Authority

Setouchi Suishin Rengo was established in April 2013 by the 7 prefectures of the Setouchi region (Hyogo, Okayama, Hiroshima, Yamaguchi, Tokushima, Kagawa, Ehime) and was later reorganised and joined by private businesses in the spring of 2016 to form The Inland Sea, SETOUCHI Tourism Authority. Through detailed surveys and marketing strategies, it creates and spreads new tourism desire among both domestic and foreign visitors to the Setouchi area. By collaborating with the Setouchi Brand Corporation, it promotes development of new products and services that allow visitors to fully experience the charms of Setouchi.

Collaborating prefectures and organisations

The prefectures of Hyogo, Okayama, Hiroshima, Yamaguchi, Tokushima, Kagawa, Ehime.

Chugoku Economic Federation, Aeon Retail Co., Ltd. Chu-Shikoku, Kinki Nippon Tourist Chugoku-Shikoku Co., Ltd., Suntory Holdings Limited, Shikoku Railway Company, JTB Chugoku-Shikoku Corp., Times Mobility Networks Co., Ltd., West Japan Railway Company, Japan Airlines Co., Ltd., Nippon Travel Agency Co., Ltd., Mitsui & Co., Ltd. Chugoku, Rakuten Inc. Travel, Recruit Lifestyle Co., Ltd.

Setouchi Brand Corporation

In April 2016, the Setouchi Brand Corporation was established with the investment backing of 46 businesses and financial institutions from Setouchi and other areas. It aims to maximize the value of the Setouchi region by cooperating closely with The Inland Sea, SETOUCHI Tourism Authority to develop businesses able to receive and meet the increasing tourism demands created by their promotion, and by offering various services conducted through the Setouchi DMO membership organisation, such as business development support, administration support and capital investment in tourism-related businesses through the 9,8 billion JPY tourism revitalization fund.


Banks : 12
Governmental financial organs : 1
Credit unions : 6
Transport operators : 7
Manufacturers : 5
Retailers : 4
Others : 11

Setouchi DMO’s management structure

Overseeing and gathering every tourism resource in Setouchi and
maximizing the value of the region.

Setouchi DMO’s structure allows for cross-regional marketing and product development that is devoted to maintaining the unique features of Setouchi as a concept. By collaborating with local people and businesses, we plan to improve the value of the Setouchi brand.

Theme-specific management roles

Creating theme-based concepts that capture the essence of Setouchi
Finding new businesses
Devising business models
Improving business collaboration and coordination

Area-specific management roles

Creating concepts that capture the essence of Setouchi by exploiting the strengths of the area
Unifying promotion
Devising a multilingual standard
Improving business collaboration and coordination
Developing an environment of acceptance

“Red Pumpkin” ©Yayoi Kusama,
2006 Naoshima Miyanoura Port Square  
Photo/Daisuke Aochi


Cruising resorts.
The essence of Setouchi.

Cruising is a crucial part of the history and culture of Setouchi. It is the very best way of having an authentic Setouchi experience, and the region’s many cruise liners make it one of the finest cruising areas in the world.


The holy ground of cycling.
The essence of Setouchi.

We aim to make the Setouchi region one of the world’s premier cycling destinations by building facilities for cyclists at numerous locations (not only along the Nishiseto (Shimanami) Expressway) and by spreading awareness.


A paradise of nature and art.
The essence of Setouchi.

Setouchi enjoys a unique global perspective thanks to its blend of history, culture and natural landscapes. As well as taking measure in areas that share historical backgrounds and cultural ties, we aim to popularize the art tourism that connects the many art assets of Setouchi and captures its broad strokes.
 “Red Pumpkin” ©Yayoi Kusama,2006 Naoshima Miyanoura Port Square  Photo/Daisuke Aochi


Improving the Setouchi Brand through local food

Food is one of the most fundamental ways of enjoying a trip. We plan on spreading information both domestically and abroad about the wide array of great Setouchi food that is made possible thanks to the area’s unique weather and soil composition. We also plan on further improving local restaurants to enhance the culinary experience of visitors to Setouchi.


Accommodation that is true to the heart of Setouchi

We aim to turn the hotels and ryokans (traditional inns) of Setouchi into the very reason for visiting the area, and to enhance and improve its other many and varied types of lodging so that visitors can experience a true taste of Setouchi hospitality.

Local products

Building global Setouchi Brand acknowledgment

As well as an abundance of different sorts of agricultural products, seafoods and processed foods, Setouchi has a large number of charming local products, such as traditional handicrafts. Setouchi DMO aims to improve the Setouchi brand by enhancing these products.



The Inland Sea, SETOUCHI Tourism Authority

President Takayuki Sasaki

I was born in Setouchi, so I have many warm memories of the area. I will work hard so that visitors to Setouchi from overseas and other places in Japan are able to have great experiences during their stay here. I will do my very best to make The Inland Sea, SETOUCHI Tourism Authority go above and beyond the conventional framework and make it one of Japan’s leading tourism planning organisations.


  • April 1970 Graduated The Department of Economics, Hitotsubashi University and Entered Japanese National Railways
  • June 2007 Executive Vice President, West Japan Railway Company
  • August 2009 President, West Japan Railway Company
  • May 2012 Chairman, West Japan Railway Company
  • March 2016 President, The Inland Sea, SETOUCHI Tourism Authority/li>
  • June 2016 Executive Advisor, West Japan Railway Company

Business Division Director Katsunori Murahashi

Our mission is the revitalization of the local economy through establishment of the Setouchi Brand. One of our major roles is to promote travel demand through marketing activities, but we also aim to develop a structure for the local area to prosper through the creation of new businesses and employment expansion. I hope that by joining hands with local communities, we will be able to contribute to the creation of a new, world-class Setouchi.


  • April1987Graduated Department of Law, Waseda University and entered Recruit Holdings
  • April2003Head of Domestic Travel Division, Recruit Holdings
  • April2005Executive Officer, Recruit Media Communications
  • October2007Established the tourism consultant company Oblige. Representative Director
  • March2016Head of Business Division, The Inland Sea, SETOUCHI Tourism Authority

Setouchi Brand Corporation

President Kei Mizukami

Setouchi DMO is attracting a lot of attention around Japan as it is an organisation that covers all 7 Setouchi prefectures, and links financial institutions, government organisations and a multitude of businesses together. The main goal of the Setouchi Brand Corporation is to improve and maximize the value of the Setouchi region. We aim to maximize enterprise value and growth by making the entire Setouchi region one enterprise. If there is anything we can do to support you, please let us know.


  • April1988Graduated Faculty of Law, Keio University and entered Yamaichi Securities
  • April1994Achieved an MBA at the University of Michigan
  • April2004Entered CVC Asia Pacific Japan
  • December2005Representative Director, CVC Asia Pacific Japan
  • July2015Left CVC Asia Pacific Japan
  • April2016Representative Director, Setouchi Brand Corporation


Corporate name
The Inland Sea, SETOUCHI Tourism Authority
March 10, 2016
Takayuki Sasaki, President
24 (as of April 1, 2017)
10-3 Motomachi, Naka-ku, Hiroshima-shi, Hiroshima
■Restoring the tourism-related industries of Setouchi
■Revitalizing the local economy through increasing the number of visitors
■Realizing a rich local community
Corporate name
Setouchi Brand Corporation
April 1, 2016
Kei Mizukami, President
15 (as of April 1, 2016)
10-3 Motomachi, Naka-ku, Hiroshima-shi, Hiroshima
■Providing financial and business support necessary for the growth and expansion of businesses and commercialisation
■Constructing a tourism-related system for companies in Setouchi
■Providing tourist information services


March 2011
Establishment of Setouchi Umi No Michi Koso
May 2012
Establishment of Setouchi Brand Suishin Kyogikai
April 2013
Start of the private organisation Setouchi Brand Suishin Rengo
June 2015
The extensive sightseeing route Setouchi Uminomichi approved by the Minister of Land, Infrastructure, Transport and Tourism
July 2015
Announcement of the incorporation of Setouchi Brand Suishin Rengo
March 2016
Establishment of The Inland Sea, SETOUCHI Tourism Authority
April 2016
Establishment of the Setouchi Brand Corporation and the start of Setouchi DMO operations