Shin Nihonkai Ferry has long been a major catalyst for connecting Japan’s regions by sea, but its latest venture is more than just transportation. President Yasuo Iritani speaks exclusively about how the ferry firm is marrying heritage and tourism to develop sustainable “slow travel”, revitalizing rural areas, and offering luxury travel options for foreign and local visitors alike.

As Japan continues to recover from the pandemic and sees a significant influx of international visitors—reaching a record-breaking 37 million inbound tourists last year—Shin Nihonkai Ferry is playing a key role in the revitalization of regions traditionally overlooked in favor of bustling metropolitan hubs like Tokyo and Osaka. The company’s ferry services, particularly in the Sea of Japan region, provide a unique opportunity for travelers to explore the lesser-known but culturally rich corners of the country, offering a slower, more immersive form of travel.

The Growing Appeal of Japan as a Destination

Reflecting on the factors that make Japan such an attractive destination for travelers, Iritani points to several critical elements: the weakened yen, Japan’s reputation for safety, and the Japanese government’s effective tourism promotion efforts. The depreciation of the yen has made Japan a more affordable destination, encouraging visitors, especially from the U.S. and Europe, to explore the country more extensively. Coupled with Japan’s low crime rates and its relative distance from global conflicts, safety continues to be a major factor drawing international tourists to its shores.

Iritani highlights that while the ferry industry in Japan has faced competition from the rise of low-cost airlines, there has been a noticeable shift towards sustainable travel. This trend has fueled renewed interest in sea travel, especially among European and American tourists. “More travelers are paying attention to the journey itself,” he explains, noting that many are now embracing the slower pace of sea travel as a way to experience the country in a more relaxed, thoughtful manner.

Sea Travel as a Bridge Between Japan’s Regions

Historically, Japan’s maritime routes were central to the nation’s trade and cultural exchange. Shin Nihonkai Ferry is proud to honor that heritage, especially with its routes following the Kitamae-bune trade network. Operating from the Edo period to the Meiji period, these ships transported goods such as fish and seaweed, vital to Japan’s economy. Iritani sees the company’s role today as a continuation of that legacy, with a focus on connecting regional Japan through modern, sustainable sea travel.

The company’s routes, including services between Kansai and Hokkaido, as well as the Sea of Japan, aim to reverse the trend of economic centralization in cities like Tokyo and Osaka. “We believe it’s time to strengthen regional connections and encourage the movement of both people and goods,” says Iritani, highlighting the cultural and economic significance of reconnecting Japan’s coastal regions.

A Shift in Travel Mindset: Embracing the Journey

For many travelers, the focus has shifted from simply reaching the destination as quickly as possible to enjoying the journey itself. This shift aligns perfectly with Shin Nihonkai Ferry’s concept of slow travel, where the process of traveling—whether it’s the scenic vistas over the Sea of Japan or the local cuisine and onboard activities—is just as important as the destination. Iritani recognizes that for Western travelers, in particular, slow travel is an appealing aspect of their visit to Japan. They seek a more immersive, reflective experience rather than just ticking off landmarks.

The company is working to cater to this growing interest by offering travelers more than just transport from one port to another. The onboard experience includes activities such as seasonal cuisine prepared with locally sourced ingredients, outdoor baths, and cultural experiences such as Japanese paper crafts. For many, the ferry journey itself becomes an essential part of their Japanese adventure.

Targeting High-Value and International Travelers

While Shin Nihonkai Ferry remains committed to serving a wide range of travelers, it has increasingly focused on attracting high-value customers, particularly those looking for luxury experiences. Through partnerships with luxury hotels, the company offers exclusive small-group tours, including stays at premium hotels in Hokkaido, where affluent customers can enjoy premium journeys. These tours, priced between 500,000 to 1 million yen, provide an elevated travel experience that combines sightseeing with high-end hospitality.

Iritani acknowledges the importance of maintaining a balance between serving the high-end market and catering to budget-conscious travelers, recognizing that both segments are essential to the business’s success. He notes that while the company does not focus on low-cost tours, it remains dedicated to offering a range of experiences that align with travelers’ varied interests and budgets.

Building Synergies: Hotels and Ferry Services

Shin Nihonkai Ferry operates three hotels across Japan, and Iritani explains how the company creates synergies between its ferry routes and its hospitality services. By providing brochures on the ferries and online, the company highlights local attractions and encourages small-group tours that combine both ferry travel and hotel stays. This integrated approach ensures that travelers can fully immerse themselves in the regions they visit, making it a more enriching experience.

Looking to the Future: Partnerships and Regional Connections

As the company continues to strengthen its regional offerings, Iritani emphasizes that Shin Nihonkai Ferry is always open to new partnerships, especially those that align with its vision of sustainable tourism and regional revitalization. While there are no specific international expansion plans at the moment, the company continues to strengthen its existing routes, including its long-standing service between Japan and Korea.

Taking into account his legacy and his future plans, Iritani reaffirms his ultimate goal is to leave a healthy legacy behind his successor by continuing to build on the success of the company and to remain a catalyst for Japan’s regional economies’ renaissance through gradual, sustainable travel. “For now, I am doing my best before that day comes,” he reflects, demonstrating a quiet determination to continue to guide the company toward its goals.

For travelers seeking to experience Japan in a more thoughtful, sustainable way, Shin Nihonkai Ferry offers an unparalleled opportunity to explore the country’s diverse regions by sea—combining the best of tradition, travel, and modern tourism in one unforgettable journey.