SENDAI, Japan -- The tourism sector in Japan's northeastern Tohoku region is working to establish adventure travel, a type of experiential tourism that focuses on outdoor activities and cultural interaction. With a global market size for such tourism estimated at more than $400 billion, Tohoku expects adventure travel to play a key role in attracting overseas visitors.
Travel & Leisure
Northeastern Japan pushes adventure travel for global tourists
Efforts center on creating experiences that engage with nature and culture
Japan's Tohoku region is working to offer more trekking, paddling and other adventure travel activities. (Tohoku Tourism Promotion Organization)
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