A Case of Hakuba-Goryu’s International Exchange Activity Effort through the Experience of Muslim-Friendly Practices

This paper introduces a case study that has started inbound promotion for over several decades and started focusing on Muslim tourism from Malaysia and Indonesia since the last decade. Hakuba-Goryu, one of famous ski resort areas, takes advantage of opportunities to receive Muslim visitors and understand the hospitalities in association with external actors to introduce foreign group visitors to Japan’s international exchange program. With the experience of Muslim-friendly practices, they receive individual Muslim tourists and develop their unique content for diverse visitors with creative tourism content. Hakuba Goryu additionally has spotlighted local residents from high schools, daycare centers and homestay/accommodation entities, and utilized them based on its practices as diverse local human resources.