In Japan, various castles offer a glimpse into the past, with many well-preserved from the era of the feudal lords. While some have been restored, there are still many original castles to explore throughout Japan.
Although it has been previously featured in Korea, a recent article on BBC News reintroduced Ōzu Castle’s “Castle Stay” in Japan.
“Lodging at Ōzu Castle in Ehime Prefecture”
Utilizing the central tower (tenshu) of Ōzu Castle in the city of Ōzu, Ehime Prefecture, they began offering “Castle Stay” for the general public from spring 2020. Initially priced at 1 million yen per night, it has since increased to 1.32 million yen due to inflation.
One fortunate aspect is the current situation of the yen’s depreciation, allowing for relatively lower prices compared to before. At the current exchange rate of 887 yen per 100 yen, 1.32 million yen equates to approximately 11.7 million won.
“Targeted at Wealthy Overseas Visitors”
As evident from the price, this product targets wealthy overseas visitors rather than ordinary travelers. The intention is to increase tourism revenue by setting a high price per night.
Aside from generating income through lodging, attracting tourists from overseas can also stimulate the local economy.
Ōzu City also repurposes Edo-period townhouses (machiya) in the city center and old private houses as tourist hubs. Castle Stay represents a flagship product in this tourism promotion plan, offering an experiential event where guests can feel like castle lords.
According to a recent article on BBC News, the journalist detailed their experience, some of which can be found below.
“I stayed at Nipponia Ōzu Castle Town Hotel. This hotel serves as the epicenter of the village’s revitalization efforts. Known as a ‘dispersed hotel,’ it features central services and rooms spread across multiple buildings throughout the village, thanks to an innovative public-private partnership between the Ōzu City government and local stakeholders.”
“Opened in 2020, this hotel provided the first opportunity in Japan to spend the night in a castle. Guests can also stay in 31 rooms within 26 meticulously restored buildings scattered throughout the small town. By integrating guests into the local community, the hotel provides a unique opportunity to experience Ōzu’s historical village landscape and way of life while preserving the integrity of the city.”
Hotel manager Yuki Inao remarked, “Ōzu’s transformation is miraculous.” He made this statement in 2023, a year when Ōzu Castle was almost fully booked after Japan lifted travel restrictions.
Staying at Ōzu Castle is a complex experience. The experience begins after the castle museum closes at 5 p.m. Guests dress in kimono or samurai armor and are escorted by samurai warriors, played by local actors, into the castle on horseback. After traditional art performances like Gagaku court music or Shinto Kagura dances, dinner is served in the Koran (Koran) Tower, where the 13th head of the Kato family, former lords of Ōzu, once gazed at the moon while drinking sake. Guests then retire to the residence, an open-well, two-story wooden lattice structure located inside the main castle tower. The next morning, breakfast is served at Karyu Sanso, a beautiful tea house built by a wealthy car dealer in the 1920s, overlooking the castle grounds.
A one-night stay at Ōzu Castle for two guests may not be affordable for everyone at 1.32 million yen (approximately £7,000). However, I welcomed the symbolic gesture of the village handing over the keys to the castle to all visiting guests, representing a friendly attitude toward everyone, and it was a luxurious experience to indirectly experience a true experience.
How to Get There: From Matsuyama City, there are regular trains and buses available, which are about an hour away. Cyclists riding the Uchiko-Niyoko countryside cycling course can reach Ōzu after an additional 18km ride. Travelers walking along the Shikoku famous Henro pilgrimage route, which passes through 88 Buddhist temples, will pass through Ōzu while progressing from Mitsuji Temple to Daihoji Temple.
Most hotel “rooms” occupy entire houses spanning almost 1.5km from one end of the old town to the other. These range from grand mansions where the Kato family lived after the abolition of Japan’s feudal system to houses with serene courtyard gardens and private teahouses, to townhouses in bustling city centers.
The house I stayed in was a two-story terrace house where a waxworker lived a century ago. Upstairs, there were a bedroom and a living room overlooking a narrow street filled with romantic shops. A modern bathroom with a traditional hinoki bathtub occupied most of the downstairs. Next to the spacious garden was the hotel’s club lounge, where I could enjoy free drinks from a convenience store with other guests from different areas of the hotel.
Throughout the weekend, I fully immersed myself in the atmosphere of Ōzu from the moment I stepped out of my room. To get to the hotel’s reception, I had to walk down a narrow gravel path, past a sinister mud-wall house transformed into one of the luxurious suites of some of the richest wax merchants’ former mansions, and into the hall leading to the ancient Ryoji (traditional Japanese inn) for morning snacks. The evening meal was served in an old mansion located on the opposite side of Ōzu, a leisurely 15-minute walk from where the castle’s development is located.
“Tourism Activation through Meaningful and Unique Experiences”
Ōzu Castle’s case demonstrates successfully turning historical landmarks into successful tourist products by combining them with special experiences. In Japan, many historical sites have been well-preserved over the years, offering numerous attractions to tempt tourists.
Despite being a relatively small country, Japan’s unique features, consisting of several islands, and distinct characteristics in each region, serve as attractive elements for activating tourism.
On the other hand, unfortunately, most small cities in Korea offer a similar vibe no matter where you visit. As most cultural relics have been destroyed, this is relatively regrettable. While Korea is now making efforts to restore these cultural relics compared to the past, there is still a long way to go. One of the most regrettable aspects of regional city tourism in Korea is that if there is a successful item in another city, it is often brought in without considering the unique characteristics of each region.
Developing and nurturing tourism businesses in a way that preserves the characteristics of each region rather than copying successful items from other places may help break away from the similar feeling no matter where you visit. Looking at how Japan has created unique tourism products using “old castles,” even neighboring Korea could consider gaining some inspiration.
The article shared by BBC News can be accessed through the link below:
- BBC News “Why you should visit Japan’s small but mighty ‘little Kyoto'”: https://www.bbc.com/travel/article/20240316-why-you-should-visit-japans-small-but-mighty-little-kyoto