A Booming Resort Destination

Awaji Island, roughly the size of Tokyo's 23 wards, is undergoing a major transformation. Instead of urban development, the island is focusing on becoming a resort destination, attracting domestic tourists and businesses with its stunning natural beauty and easy access from the Keihanshin metropolis.

The island's popularity stems from its expansive views of the Seto Inland Sea, breathtaking sunsets, and convenient location. Mayor Yasuhiko Kado welcomes the rapid changes, believing that the island's natural beauty can revitalize the community and attract new residents.

One key initiative was the rebranding of the Nishiura (west beach) to "West Coast" around 2005, enhancing its image for tourism promotion. Another significant project was the conversion of a former elementary school, Nojima Scuola, into a commercial facility with a farmers' market, restaurant, and shops.

Pasona Group, a major staffing agency, started a project in 2008 to nurture a farming crew and provide a venue for selling their produce at Nojima Scuola. They also introduced around 12 eateries and other commercial spots since 2014, capitalizing on the picturesque waterfront location.

The Hello Kitty Smile complex adds a quirky touch with themed attractions and restaurants, instantly recognizable by its giant Hello Kitty head overlooking the water.

Balnibarbi Co., another major player, has opened 20 establishments since 2019, including the popular Italian restaurant Etsusaburo and Good Morning Burger Awaji. They also offer hotels and a glamping site.

A Happy Pancake, with its terrace overlooking the sea, has become a social media sensation. Its "Happy Stairs" photo area at the end of a pier offers stunning ocean views, attracting couples and families alike. The Awajishima Terrace outlet boasts the highest sales among its 24 affiliates, and a dog-friendly cafe is planned for this fall.

The island has witnessed a significant increase in accommodation sites since 2020, with hotels and rental spaces popping up across all three cities. Many offer entire building rentals and are dog-friendly. Glamping domes are also gaining popularity.

Awaji Island's accessibility, being just a 40- to 90-minute drive from central Kobe and Osaka, adds to its appeal. However, the rapid development has led to traffic congestion during peak seasons.

The island's single-lane highway, Prefectural Road No. 31, is a major bottleneck. Expanding the road is deemed unrealistic due to geographical constraints.

Mayor Kado acknowledges the traffic issue and pledges to work with the prefectural government and businesses to find solutions. He believes that the island's future lies in balancing tourism development with the needs of its residents.