Reviving Atami: Transforming a Once Thriving Tourist Haven into a Modern Destination

In Japan’s period of rapid economic growth, Atami, just an hour’s Shinkansen ride away from Tokyo, was referred to as the “Oriental Naples” or “Japan’s Hawaii.” Bustling with tourists during the weekends, its main shopping street, Atami Ginza, became a pedestrian-only zone, reflecting the thriving image of the city.

Local resident Koichiro Ichiki recalls how Atami was filled with visitors from all over, with noise complaints from locals being a common occurrence. However, since the burst of the economic bubble, the streets emptied, and numerous inns and shops went under, leaving once bustling areas desolate.

After leaving Atami for his studies and traveling the world, Ichiki was inspired by the beautiful coastal landscapes in Amalfi, Italy. He recognized Atami’s inherent charm and determined that the city shouldn’t remain fallen. What he saw in the eyes of people in India was hope, contrasting with the blank stares he saw in Tokyo.

Upon returning to Atami, Ichiki realized that the real crisis was the aging population, with a high ratio of 47% for those over 65 and an incredibly high vacancy rate of 50.7%. Financial distress in the city was evident, and Ichikami discovered that to revitalize Atami, simply attracting more tourists wouldn’t suffice. The…