【Project Activities】

Through “SAMURAI TRIP,” an activity that offers international visitors an authentic kendo experience, we welcomed approximately 2,800 guests over one year in FY2023–FY2024. In the field of “budo tourism,” this became a leading example of a program that is able to operate sustainably as a business.

【Project Background】

“SAMURAI TRIP” has been operating since 2016, but it suffered significant damage during the COVID-19 pandemic. From around 2022, as inbound tourism gradually recovered, we restarted operations—expanding the number of locations compared with pre‑COVID. As a result, in FY2023–FY2024 we hosted more international visitors than before the pandemic.

【Project Objective】

To convey kendo—one of Japan’s traditional martial arts—accurately, share its culture with the world, and create new inbound demand for dojos, equipment, and related services.

【Project Area】

【Methods】

Seminars / forums

【Outcomes】

We welcomed international visitors from 46 countries, totaling approximately 2,800 guests. Compared with pre‑COVID levels, this represents about a 40% increase in the number of guests served.

【Voices from Participants and Partners】

Sample review comment from a guest
Excellent experience in Tokyo. Friendly staff & great introduction to kendo martial art. Initial dress in kendo equipment then explanation of greeting & respect. Start with simple bloke & strikes – then body armour so we could experience more aggressive movement. Thoroughly enjoyed the whole experience

【Challenges and Lessons Learned】

Securing air‑conditioned dojos—especially in regional cities—remains a major challenge. We will work closely with local governments and community organizations to secure venues smoothly. In addition, as a self‑sustaining initiative within the “budo tourism” field, we believe further business scaling is still needed.

【URL】

https://www.samuraitrip07.com/home-1