The Rebirth of Atami: How Innovation and Community Engagement Revitalized a Fading Hot Spring City

Atami, once Japan’s most famous hot spring resort, thrived during the country’s rapid economic growth in the 1960s, becoming a vacation paradise for both domestic and international tourists. However, as Japan’s bubble economy collapsed, so too did Atami’s fortunes. By the 1990s, its once-thriving tourism industry had fallen into decline, with hotels and businesses closing, and the local economy suffering as a result. By 2011, Atami’s visitor numbers had dropped to half of their peak, plummeting from over 5 million to just 2.46 million. The city faced an aging population, empty storefronts, and deteriorating streets — a shadow of its former glory. Yet, Atami’s story did not end in decline. A key turning point came in 2009 when Kouichiro Ichisai returned to his hometown with a mission to restore Atami’s lost vibrancy. Through his leadership and innovative strategies, the city began a remarkable recovery.

A Shift in Mindset: Reconnecting Locals with Atami’s Value

One of Ichisai’s first realizations was that the decline of Atami was closely tied to the negative perceptions held by its own residents. For years, locals harbored pessimistic views of their hometown, feeling that there was little to be proud of. Ichisai…