Lantown Abamura, a glamping and rural tourism destination in the mountainous Aba district of Tsuyama City, Okayama Prefecture, has seen significant growth since its redevelopment in 2021.
The site, which was previously a forest park facing declining use and aging infrastructure, was transformed by Tokyo-based company Dive into a rural resort offering hands-on experiences in nature.
Since its reopening, visitor numbers have grown from 2,562 in fiscal 2018 to 11,339 in fiscal 2023, and annual revenue has increased from approximately ¥4 million JPY (about $27,800 USD) to nearly ¥100 million.
Originally developed in partnership with the city of Tsuyama after a search for a new operator through the Real Public Estate platform, Lantown Abamura was viewed by Dive as a location with strong potential for immersive tourism.
The area already had key infrastructure such as fiber-optic internet, public facilities, and hot springs, and its remote location at the end of a mountain road was seen as an asset.
“Its dead-end location, often seen as a drawback, actually made it ideal for creating a secluded, immersive experience,” a company representative said.
The redevelopment began in 2021 with the installation of 10 new glamping tents and the renovation of five existing bungalows, according to Japan Forward.
Dive also added spacious terraces and upgraded interior furnishings. Over time, a broader range of outdoor activities was introduced, including farming, stream fishing, tent saunas, horseback interactions, and other rural experiences aimed at attracting families, couples, and friend groups from urban areas.
In 2022, Dive was appointed the official operator of the glamping facility, the Aba Exchange Center, and the Aba Onsen.
By April 2025, the Aba Exchange Center was converted into CRAFT HOTEL Abamura, increasing total guest capacity from 21 to 53.
The hotel now features both dormitory-style and traditional Japanese rooms, catering to a diverse group of travelers. Plans are also underway to renovate the adjacent hot springs facility.
Building trust with the small local community of around 400 people was a gradual process. Initially, there was skepticism.
“At first, it felt like an outside company suddenly showed up out of nowhere,” said Yuki Hommatsu, a local resident now working at the hotel. “We didn’t think they could really understand our community.”
Over time, relationships were formed, with company staff making efforts to engage with residents in everyday settings. Today, around 40 locals are employed at the site.
The facility’s popularity continues to rise among urban visitors, particularly from the Kansai region, which accounts for 80% of guests. Families make up 60% of the customer base, with couples and friend groups comprising the rest.
“It seems we’re meeting a wide range of needs, from kids eager for hands-on activities to urban seniors curious about rural life,” said Hayato Masuda, General Manager of Dive’s Regional Revitalization Business Group.
Tsuyama City officials have expressed support for the project’s impact on local economic revitalization. “It exceeded our expectations,” one city official noted.
“Their strong social media promotion and high-quality services are impressive. The facility is run in a way that keeps money circulating within the local economy.”
Looking ahead, Dive plans to target international tourists and expand into educational and cultural travel.
By focusing on everyday rural activities like plum pickling and foraging, the company aims to create an authentic and sustainable tourism model that also supports community well-being.
“We hope to continue involving residents in the operation while supporting the community’s sustainability and vitality,” Masuda said.