Yamaguchi Financial Group and Dream Incubator partner for high-net-worth tourism initiative
Yamaguchi Financial Group is working together with Tokyo-based strategy consultancy Dream Incubator on drawing more affluent tourists to Japan to boost a number of specific sectors.
Dream Incubator has announced its involvement in a new project aimed at creating high-value-added tourism experiences to attract affluent international visitors to the Hiroshima, Yamaguchi, and Fukuoka prefectures, which have long been considered off-the-beaten-path destinations.
This initiative is a collaboration with financial services firm Yamaguchi Financial Group, revitalization consultancy YMFG ZONE Planning, and XPERISUS, a company that specializes in designing and marketing luxury travel experiences in Japan. The project seeks to expand the inbound market for high-net-worth individuals and stimulate regional economies.
While many tourists have long flocked to only handful of famous destinations in Japan like Tokyo, Kyoto, and Osaka, few have ventured further afield to Japan’s lesser-known cities. But that could change with the right planning.
Creating new value in tourism
This venture builds upon a capital and business alliance formed between Dream Incubator and Yamaguchi Financial Group in March 2024. The partnership combines Dream Incubator’s expertise in creating new business opportunities with the regional network and problem-solving capabilities of Yamaguchi Financial Group. The goal is to address local challenges and generate new value for the region.
The project is aligned with Japan’s national goal of achieving fifteen trillion yen in tourism consumption by 2030. Within this goal is a particular focus on the ‘Modern Luxury’ traveler segment, a group that prioritizes nature, unique activities, and has a strong interest in environmentally and socially-conscious travel.
The rich natural and cultural resources of Japan’s regions are well-suited to this demographic. The initiative aims to create sustainable development for local industries by matching regional tourism assets with the demand from this high-value market.
One of the main goals of the project is to expand local tourism and prioritize sustainable tourism in an effort to revitalize the local economy. This will be achieved by developing premium experiences that showcase the unique history, culture, nature, and cuisine of Yamaguchi, Hiroshima, and Fukuoka.
Culture, food, and history
By increasing the number of high-spending inbound tourists to these areas, the project is also expected to stimulate private investment in regional tourism infrastructure, further invigorating the market. Initial concepts for these high-value experiences are being planned across a few key areas.
For example, in Shimonoseki, a gastronomy program will allow visitors to enjoy ‘Fugu’ (puffer fish), a local delicacy, prepared to perfection. In Nagato, tourists will have the opportunity to meet potters who continue the 400-year-old tradition of Hagi ware, a ceramic style highly prized for tea ceremonies.
Meanwhile the city of Yamaguchi plans to offer a Japanese garden experience, exploring the elegant aesthetic legacy of the region’s historical military commanders. In nearby Iwakuni, tourists can take a tour that connects the history of samurai weaponry with a visit to a local sake brewery, Finally, a tour of Kitakyushu will provide a deep dive into the culture and history of the vibrant port city.
Dream Incubator is a Tokyo-based firm that operates as both a strategic consultancy for major corporations and a venture capital investor in startups. The company focuses on advising on growth strategies while also actively investing in and helping create new businesses to solve societal and industrial challenges.
This month, the firm was named one of Asia’s leading management consulting firms for 2025.
