From now on, it's "tourism people" rather than "tourist spots" that will draw visitors.

Even when physically apart, skillfully using technology can make us feel closer than ever before. A slight shift in perspective can create entirely new connections. The new lifestyle emerging in the wake of COVID-19 could be called "Remote Connection Life." Remote Connection Life fosters Remote Communication Life and also creates Remote Comfortable Life. This series explores the "future vision" of this lifestyle—staying connected while physically apart—through conversations between magazine editors and Dentsu Inc. creators. For the first installment, we spoke with Toshihiro Takahashi, Editor-in-Chief of Discover Japan.

<Table of Contents>
▼[Remote Life Story #01] Reasons for Traveling
▼E-commerce Sites Transforming into Travel Destinations as Fans Gather!?
▼ "Discover Your Neighborhood": Refresh with a 0-night, 1-hour mini-trip
▼&nbsp; The Luxury of Buying "Lifetime Pieces" You Can Use Every Day

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【Remote Life Story #01】Reasons to Travel

(Case of Kawabata Mei / IT Startup Employee / Age 28)

The global pandemic banned overseas travel, leaving people worldwide without places to go. The novel coronavirus is forcing changes in how we travel, whether we like it or not. Even if travel bans are lifted in the future, fewer people might plan overseas trips. So, will people's travel focus shift back to domestic destinations? Will domestic tourist spots see a revival?

Toshihiro Takahashi, Editor-in-Chief of "Discover Japan," points out, "The ultimate essence of tourism is 'people.' It's 'people-based tourism'—going to meet the people you want to see." "If you have friends in a place, you go to see them, right? It's the same with lodgings. The joy comes from those moments of interaction with the owner or landlady of your favorite inn. You end up visiting every year seeking that feeling. That's the sensation."

Based on this insight from Editor Takahashi, how might "travel" change in our "remote-controlled lives"? I've compiled a brief story exploring this.

Tomohiro Nozawa (Dentsu Inc. 1CRP Bureau)

Illustration: Taro Uryu

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It was 11 a.m. Mei closed her notebook and gave her neck a big stretch. Her neck and shoulders were already stiff from the remote meetings that had started first thing that morning and continued every half hour. How many waves of the new coronavirus had there been now...? It had been almost a year since she started working from home more than half the week. Leaning back on the sofa, Mei picked up her smartphone. "Where should we go for the next Golden Week?"

Last year, she had planned to visit Kyoto with Maya, a friend from her student days, but they canceled due to COVID-19. While concerns about the spread of the virus still lingered, domestic travel restrictions had eased considerably. Should she try Kyoto again? Or relax in Okinawa? As she absentmindedly scrolled through TripAdvisor without any real plan, the doorbell rang. "Oh, here it comes, here it comes..."

Mei had a new obsession lately: game meat—wild deer and boar. She was especially hooked on sausages made by a hunter in Minami-Izu. She'd never forgotten the shock of her first bite of wild boar sausage. That intense, rich umami flavor she'd never tasted before had knocked her out instantly. Since then, she'd been ordering them at least once a week.

I first learned about this hunter through Twitter. I then started following him on Instagram, and now we're connected on Facebook. This lets me see his daily activities in real time, like "today's hunt" or "sausages currently in development." Originally, he only supplied select restaurants, making it impossible for the general public to get his products. However, when restaurants across the country closed due to COVID-19, he started online sales. Now, anyone can order them.

During the lockdown period, I hosted a remote drinking party with fellow online shoppers and the hunter. We ate wild boar and venison sausages while listening to the hunter's stories. Where he found the game, how he took it down—each task had its own story, and I found myself completely engrossed. It was an absolutely wonderful night.

"Hey, let's go meet the hunter!" I immediately messaged Maya on LINE. She's definitely one of those people hooked on wild boar meat too. Her reply came right back: "Sure!" along with a photo of her biting into a sausage. That's our carnivorous girl for you – no beating around the bush. Then, I sent a message to the hunter. Of course, he didn't reply immediately... So, I checked the Minami-Izu tourist information. Right away, a certain "Tourist Information Center" website caught my eye.

Typically, a "tourist information center" website would feature a line-up of staff promoting historic shrines, scenic viewpoints, ranches, or suspension bridges. But this "tourist information center" was packed with smiling faces: a farming couple, a Shinto priest, a guy who looked like a hunter, an old lady whose occupation was unclear... all crammed together. It was a "tourist information center" focused on connecting with the local people. Mei found herself drawn to a young man smiling with a wrinkle on the tip of his nose. He wasn't exactly handsome, but he had the kind of face Mei liked.

"Oh! He's a potter...!" The tourist information center's website also functioned as an e-commerce site, selling pieces by young potters. Each work was photographed with great care; the close-up shots conveyed the rough texture of the clay. "Should I buy now, or wait until I visit...?" As Mei hesitated, staring at a small plate, a notification sound rang out from her PC. It was a reply from the hunter. "Please, please come. Two couples who are friends of mine are also planning to come, so I'll guide us all through the mountains together. Kawabata-san, you like pottery, right? There's a young potter who came here last year, so let's go visit his studio." ──What!?

Her heart racing at this new addition to her trip's purpose, Mei began typing a message to the hunter.

(This story is fictional. It bears no relation to any real persons or organizations.)

Fans gather on an "e-commerce site" and transform it into a "travel site"!?

Please take a look at the interview with Mr. Toshihiro Takahashi, Editor-in-Chief of "Discover Japan," which served as inspiration for the "Remote Control Life Story" mentioned above.

Discover Japan Editor-in-Chief Takahashi, who kindly participated in our remote interview. (Bottom row: Dentsu Inc. team members)

The distance between people and goods actually shrinks thanks to e-commerce sites. The travel industry suffered a major blow from the spread of COVID-19, leading top hotels and renowned inns to start selling their signature dishes and other items online. Many examples have emerged where things you previously couldn't eat or buy without visiting the location are now readily available.

When people and products meet online and share impressions, new communication begins. As a result, it's becoming common for people to say, "Well, let's go visit the place," creating a frequent bridge from online to offline. Online interactions are significantly shortening the distance between people and products, and fostering closer connections between people themselves. This virtuous cycle is emerging in numerous ways.

The great thing about this era where individuals can easily share through SNS is that even if you're in a rural area, your "personality" can be known nationwide, and people with the same values can connect more and more. We'll see more and more of this type of travel: people becoming fans online through SNS, then traveling to meet that person in person. It's not just about wanting to stay at a particular inn; it's about wanting to see the innkeeper or proprietress, to see that person's face. These individuals will become central figures, organizing dedicated "hospitality tours," and many new business opportunities will emerge.

Refresh with a "Discover Your Neighborhood" 0-night, 1-hour micro-trip

Amidst media messages urging us to "avoid non-essential outings," I rediscovered the importance of "white space." Thinking about what matters most in work, I realized it's small talk (laugh). Meetings can be held online, and most work gets done. But I've rediscovered that many ideas actually emerge from those casual conversations, like "Hey, let's grab a quick chat." I believe most inventions in the world aren't things people deliberately thought up; they're mostly things noticed during casual chats, gossip, or just in passing moments.

Just as casual conversation is essential "white space" that sparks creativity in work, "travel" is also a vital form of "white space" for me. But during the stay-at-home period, I couldn't travel. Instead, I started taking more "walks" around my neighborhood. While walking, I'd make unexpected discoveries like, "Oh, there's a shrine here..." or "What's this shop?"... Looking at things with fresh eyes, I realize there are actually many places I haven't noticed in the very place I live.

Realizing these things is actually no different from "travel." It's a form of "sightseeing" too. I strongly feel that going forward, people's thinking about "travel" itself will shift toward re-examining their own neighborhoods, their local areas, and Japan. I hope the pandemic becomes an opportunity to rediscover the charm right under our "feet."

The richness of buying "lifetime pieces" you can use every day

What used to be considered "gorgeous" just a few years ago now sounds cheap. We've moved from an era where "spending money gets you good things" to one where your sense of selection is tested... People's thinking has changed significantly. Furthermore, triggered by COVID, the money previously spent on overseas luxury brands might now be directed towards high-quality Japanese products. It's less about splurging on something special for a big occasion and more about carefully selecting quality items to enrich and enjoy everyday life.

Even among those who prioritized cheapness and cost-performance in their consumption, many found the stay-at-home period a chance to reevaluate their current lifestyle. Even when buying something as simple as a rice bowl, people who previously settled for a dollar store item might now visit a proper pottery shop, find a favorite artisan, and make a purchase. They might start thinking, "It's a ¥10,000 rice bowl, but since I'll use it every day and consider it a lifetime piece, it might actually be a good deal..."

Indeed, many traditional Japanese items can be repaired and last a lifetime. The beauty found in aging and patina is a uniquely Japanese sensibility. Even discussions around SDGs, which previously focused solely on sustainability concepts, might now see more people applying these ideas to their actual "daily lives." If this kind of "optimization" of daily work and living continues, we might just see the start of a "Japan Renaissance" (laughs). Just as the Renaissance followed the plague, I hope to see major innovation emerge from Japan.

[From the "Remote Control Life" Team Members]

The key points for enjoying "travel" in remote-controlled life, highlighted by this interview, are as follows:

◉ "Visiting people" over "visiting places"
◉ Tourist information centers that guide "people"
◉ E-commerce sites that convey texture
◉ Direct integration between e-commerce and travel sites
◉ Remote gatherings connecting with producers

How will the novel coronavirus change our lifestyles? We aim to predict the future by focusing on subtle shifts in daily life and subtle changes in people's hearts, identifying the "new normal" around us and creating new value. This series explores that potential through the lens of "Remote Control Life."