A new campground has opened in Miharu, Fukushima Prefecture, providing visitors with outdoor leisure opportunities beyond the town’s well-known cherry blossom season.
The Lake Sakura Campsite and Kayak Port began operating on August 23, following an opening ceremony the previous day where guests were invited to try the facilities.
The project was developed in partnership between Miharu town and Osaka-based outdoor goods company Mont-Bell Co.
The collaboration dates back to February 2022, when the town signed a general partnership agreement with Mont-Bell to develop outdoor tourism resources. Lake Sakura, situated at Miharu Dam, was identified as a suitable location for the initiative.
Earlier this year, in April, Outdoor Village Miharu opened nearby. The facility includes a Mont-Bell store, visitor center, and climbing experience venue, intended to complement the campground and strengthen the area’s tourism offerings.
The Lake Sakura Campsite consists of 15 sites, with 10 featuring hut-style units equipped with amenities such as sinks, gas stoves, refrigerators, toilets, showers, and Wi-Fi.
Guests also have access to rental camping gear, including tents and cookware, as well as nearby food purchases at the Miharu no Sato Denen Seikatsukan commercial complex. The setup allows even first-time or unprepared visitors to participate in camping activities.
At the inauguration event, Mont-Bell Chairman Isamu Tatsuno spoke about his motivation for the project.
A veteran mountaineer, Tatsuno noted that camping often arises out of necessity during climbing, but he wanted to remove discomfort from the experience.
“I wanted to free guests from the stress of having to go to a common restroom,” he told The Asahi Shimbun. “Camping is not the goal. I would like you guys to discover other sources of enjoyment, whether cycling, kayaking, or observing nature.”
Participants at the launch event tried kayaking on Lake Sakura and took part in activities such as splitting firewood and preparing a barbecue. Miharu Mayor Hiroyuki Sakamoto, who initiated discussions with Mont-Bell in 2019, highlighted the significance of the project for the town.
For tourism businesses, this development demonstrates how destinations can extend visitor interest beyond seasonal attractions.
By pairing signature natural assets—in this case, the Miharu Takizakura cherry tree—with new infrastructure and year-round activities, operators can help stabilize visitation across different seasons.
The project also reflects a growing trend in Japan toward integrating retail, rental, and activity-based tourism into single destinations to lower barriers for first-time or inexperienced travelers.
Reservations for Lake Sakura Campsite can be made through Mont-Bell’s Japanese-language website. Bookings for the New Year’s holiday season are already being accepted.
