The Australian Travel Industry Association (ATIA) has rolled out the red carpet, albeit a distinctly Japanese, for its members, dangling the chance of a lifetime: a fully hosted familiarisation trip to Japan’s Fukushima prefecture.
This isn’t your run-of-the-mill jaunt to Tokyo’s neon or Kyoto’s temples. Oh no, ATIA’s latest corporate partnership with Fukushima is designed to pull industry eyes towards Japan’s lesser-known yet rapidly emerging tourism stage. And, in a masterstroke of timing, the first act kicks off this November with a five-night famil for three lucky ATIA-accredited members.
A November date with destiny
The famil will be led by ATIA’s indefatigable Director of Membership and Industry Affairs, Richard Taylor, departing on November 3 and returning by the 9th. Those selected won’t just sip sake and snap cherry blossoms (though one imagines both will feature). Instead, they’ll be shaking hands with local government officials, scrutinising the prefecture’s tourism strategies, and road-testing the sort of authentic experiences that today’s Australians are clamouring for.
Fukushima will foot the bill for international flights, transport, accommodation, and meals generously with a capital G. Members, for their part, need only cover their travel insurance, pocket money, and the odd souvenir or two – a fair trade for a chance to explore one of Japan’s most talked-about regions in tourism circles.
Fukushima beyond the headlines
For too long, Fukushima has been a name framed by history rather than hospitality. But the prefecture is on a mission to reintroduce itself to the world, repositioning as a destination brimming with mountains, onsen, and culture—not to mention sake so fine it should come with its own opera score.
The famil reflects a broader trend: Australians are no longer content with the “Golden Triangle” of Tokyo, Kyoto, and Osaka. They’re chasing authenticity, venturing further afield in Japan, and Fukushima is ready to oblige.
Competition open: who dares wins
Here’s the rub: to secure a seat on this very select fam, ATIA-accredited hopefuls must submit a short application, explaining why they deserve to be on the delegation. Think passion, persuasion, and a bit of flair—bland won’t cut it.
The deadline? 30 September. After that, the door closes.
Keen industry players can throw their hat in the ring at ATIA’s official entry page: ATIA Fukushima Famil Competition.
The man behind the famil
Richard Taylor is brimming with enthusiasm:
“I’m really excited that this partnership with Fukushima brings such a benefit to our members. We’re looking to bring along three individuals from ATIA-accredited businesses that want to better understand this region and promote it to travellers who are increasingly looking for a trip to Japan that ventures beyond the ordinary.”
That’s the heart of it. This is not just a junket, it’s a bid to arm the industry with the knowledge, insights, and inspiration to sell Fukushima as a destination where culture, nature, and authenticity converge.
Why it matters
ATIA’s partnership with Fukushima is a textbook case of a travel industry collaboration that was done right. It benefits members, expands Japan’s tourism horizons, and ensures that the next time an Aussie traveller says, “We want something different in Japan,” the answer isn’t another Shinjuku sushi crawl.
November promises cultural immersion for the lucky three. For the wider industry, it signals a shift—one that takes Japan beyond the ordinary and Fukushima beyond the shadows.
By Sandra Jones
