Tapping into society's desire to unplug from the digital realm and reconnect with farms and outdoor living, the agritourism movement is taking root in Japan. "Japan has dramatic geography, seasonal changes and original local culture," says Naoko Matsuda, general manager of the Risonare Nasu. Located in Nasu, Tochigi prefecture, the hotel is less than two hours by bullet train and bus from Tokyo. "(This) makes agriculture one of the best tourism platforms for families, who, along with women of all ages, are Risonare's target markets." The hotel, which opened in November 2019, is Nagano, Japan-based owner and operator Hoshino Resorts' fourth property of that brand. Previously the famed invitation-only Niki Club, the traditional ryokan inn includes 43 guestrooms between the original 1960s structure and a freestanding addition added in 1986 by London-based designer Sir Terence Conran. Hoshino Resorts commissioned Tokyo-based Klein Dytham architecture (KDa), which also designed the Risonare Yatsugatake and the Risonare Atami, to refresh the existing guesthouses and create a new agritourism activity hub.
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