Interview: Creating “Wow” Moments for Visitors and Happiness among Local Communities – Kazuhiro Arai, President of the Hokkaido Adventure Travel Association

Kazuhiro Arai, President of the Hokkaido Adventure Travel Association (HATA), is a seasoned nature guide with over 20 years’ experience. In this interview, he shares his insights on sustainable tourism and nature conservation, while also offering a glimpse into the personality of a pioneer who has shaped adventure travel guiding in Hokkaido and has been welcoming international tourists since the early stages of his career.

“Natto Tamago Kake Gohan” as the Ultimate Adventure?

“Adventure travel, to me, is about creating moments that truly ‘wow’ people,” Arai says when asked about the essence of adventure travel.

“Of course, what sparks that feeling of ‘wow’ differs from person to person,” he explains. “Take natto tamago kake gohan (rice topped with raw egg and fermented soybeans) as an example. For Japanese people, it’s an everyday staple. But for visitors from countries where eating raw eggs or natto is uncommon, this simple dish can feel extraordinary—an unforgettable adventure in itself.” Arai emphasizes that understanding the customer is key. “As guides, it’s our responsibility to identify what will evoke that sense of wonder for our guests. Making the effort to truly understand what constitutes a ‘wow’ moment for them is crucial.”

Arai serves as the Representative Director of the nonprofit organization Daisetsuzan Nature School, where his main role is as a guide. In 2019, he and his colleagues launched Adventure Hokkaido, a travel company offering English-language guided tours for international visitors exploring Hokkaido. He became the first “activity guide” certified under the Hokkaido Adventure Travel Guide System, established by the Hokkaido Governor in 2023, in the nature guide category.

To better understand Arai, a trailblazer in Hokkaido’s adventure travel scene, let’s take a closer look at his journey.

Diverse Values Discovered in New Zealand

Arai (top right) while studying in New Zealand (Courtesy of Arai)

Raised in Sapporo, capital of Hokkaido, Arai grew up with a passion for the outdoors that was inspired by his father, who often took him mountain climbing and cycling. His enthusiasm for the outdoors deepened when he joined a local cycling club during junior high school. In his first year of high school, Arai had the opportunity to study in New Zealand. He later pursued higher education at Lincoln University, located in the suburbs of Christchurch.

“Studying abroad sounds glamorous, but the truth is, I was a high school student on the edge of dropping out,” Arai recalls with a laugh. “I spent most of my time listening to the music of the late Yutaka Ozaki , and honestly, you could say I ‘escaped’ overseas because Japanese school life felt uninteresting.” As for why he chose New Zealand, Arai says, “It was pretty random. I thought the New Zealander in my Sapporo cycling club was cool. But once I got there, I felt at home and ended up staying through university.”

At Lincoln University, Arai majored in national park management, immersing himself in the country’s stunning natural landscapes while studying the conservation practices of an environmentally progressive nation. His time in New Zealand also gave him the opportunity to engage with students from around the world, sharpening his language skills and exposing him to a wide range of values and perspectives. After graduation, Arai considered pursuing a career outside Japan but ultimately decided to return to his roots. “I realized that instead of searching for a place where I could belong, I should create it myself,” he explains.

Creating a System to Preserve Nature While Enjoying It

Arai (center) as a staff member at NPO NEOS (Courtesy of Arai)

When Arai returned to Japan in 2000, an acquaintance introduced him to NEOS, an NPO dedicated to nature education across Hokkaido. Although the organization disbanded in 2016, it became a significant stepping stone in Arai’s career. In his first year with NEOS, he was assigned to the Asahidake Visitor Center and relocated to Higashikawa, a town nestled at the base of Mount Asahidake, the highest peak in Hokkaido and the main peak of the Daisetsuzan mountain range. By his second year, Arai had taken the initiative to establish Daisetsuzan Nature School as a new hub for the NPO’s activities.

“At that time, starting the nature school was just an impulsive move by a young guy full of enthusiasm,” Arai recounts. “I was clueless about how society worked, but the local residents, including guides and educators, were really kind to me.” He recalls those early days with a laugh. “I couldn’t make ends meet, so the local farmers generously gave me lots of vegetables. Thanks to the support and kindness of the wonderful people I met, I’ve come to think of Higashikawa as my true home.”

Daisetsuzan Nature School offers a range of outdoor experiences in the Daisetsuzan region, focusing on eco tours that showcase the area’s unique natural beauty. It also operates a kindergarten as part of the Forest Kindergarten Network, combining education with nature-based activities. Since 2006, the school has been managing a project under a contract with the Higashikawa town government to protect the natural environment of Mount Asahidake. The school’s work includes maintaining mountain trails and providing safety guidance to visitors.

“In national parks, the roles of managers and users are often separate,” Arai explains. “In Japan, for instance, the Environment Ministry funds and oversees management, while guides, including us, climbers and tourists simply enjoy the parks. But if visitors go beyond just ‘consuming’ nature and actively participate in conservation, it naturally creates a virtuous cycle. That’s the core of our approach.” Arai and his team have been working to establish a system that encourages environmental conservation through visitor involvement, strengthening collaborations with government agencies and civic groups to achieve this goal.

Arai emphasizes that the consistent sentiment driving visitor-led environmental protection efforts is a simple yet profound one: “I want to enjoy nature with everyone over the long term.” Now serving as an official trainer certified by the Global Sustainable Tourism Council (GSTC), an international NPO, Arai gives lectures and trains guides through the GSTC Sustainable Tourism Training Program.

Sustainable Tours That Support Guides Too

In addition to his community-driven initiatives, Arai has long been dedicated to welcoming non-Japanese tourists to Hokkaido. Adventure Hokkaido, the travel company he co-founded, offers a variety of tours across the region. Highlights include hiking in the Daisetsuzan mountains, cycling through the Shiretoko Peninsula and observing wildlife in the Lake Akan area.

“I want to share the best of Hokkaido and elevate its global profile,” Arai says. “If adventure travelers leave with a desire to return, they’ll not only become repeat visitors but also ambassadors, spreading Hokkaido’s appeal to their families and friends. By cultivating such responsible travelers who value sustainability, I believe we can achieve something different from what traditional promotional campaigns for the general public target.”

Adventure Hokkaido offers pre-designed, invitation-based tours rather than custom-made itineraries. Each tour’s details—destinations, schedules, accommodations, transportation and fees—are decided in advance, and participants are invited to join. Arai explains that this approach was developed with the sustainability of all involved parties in mind, including guides, accommodation providers and travel agencies.

“If we tried to cater to every individual request, it would overburden our schedules and operations,” Arai notes. “In some popular tourist destinations, the rapid growth in inbound tourism has left locals and service providers overwhelmed. It’s not enough to simply make visitors happy. We must also ensure the well-being of those who make these experiences possible.”

Sharing in Local Daily Lives as a Key to Adding Value

Arai believes that sharing in the daily lives of local communities holds significant potential as a valuable aspect of sustainable inbound tourism.

“Adventure travelers seek authentic experiences,” Arai explains. “There’s no need to create new, expensive attractions for tourists. Projects that allow visitors to immerse themselves in the everyday lives of local people offer immense value. When based on simple, daily activities, (such tours) are both cost-effective and sustainable. For travelers, interacting with locals can be a very rewarding experience.”

Arai, who is dedicated to promoting sustainable tourism, laughs as he exclaims, “I’m the type who pushes myself too hard.” He adds: “I feel happy when my customers are happy, and I work hard to create a positive atmosphere on the tours. However, I do get very tired afterward.”

Arai is deeply involved in advancing regional tourism and training young guides through initiatives, including the Hokkaido Adventure Travel Association and the GSTC. He remains committed to the dual challenge of delighting visitors while bringing lasting happiness to local communities.

<Profile of Kazuhiro Arai>

Kazuhiro Arai is the Representative Director of NPO Daisetsuzan Nature School, President of the Hokkaido Adventure Travel Association (HATA), an official trainer for the Global Sustainable Tourism Council (GSTC), and co-founder of Adventure Hokkaido.

Born in Kitami, Hokkaido, in 1977, he has been passionate about outdoor activities since childhood. At the age of 16, he moved to New Zealand to study, later majoring in national park management at Lincoln University. In 2001, he established Daisetsuzan Nature School, where he leads eco tours and nature experience activities.

Arai currently resides in Higashikawa with his wife and three daughters. His hobbies include making bonfires.

Interviewed by Jiji Press Ltd