JTB and Asahi Breweries, a Japanese leading brewery company, have started a collaboration project to create high-quality entertainments and tourism services in the nighttime for inbound travelers to Japan. They aim to raise economic effects and cultural values in local communities by establishing a night-time economy model.
Japan Tourism Agency designates night-time economy as activities for tourists to spend money between 18:00 and 6:00 next morning. In the inbound travel market, however, insufficient night-time contents or less promotions are the issues to be solved.
JTB and Asahi Breweries will create seasonal experience tours combing dining with lodging, transportation or art, which can make inbound travelers feel out-of-the-ordinary life.