Beyond Flowers and Snow. [Furano City, Hokkaido] Promoting the Creation of New Stay Value Centered on Wine

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Furano City, Hokkaido, has launched a promotional campaign and special website to boost year-round tourism by focusing on wine. By combining local wineries with regional agriculture and landscapes, Furano aims to overcome its reliance on peak summer and winter seasons.

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Furano City, Hokkaido, has launched a promotional campaign and special website to boost year-round tourism by focusing on wine. By combining local wineries with regional agriculture and landscapes, Furano aims to overcome its reliance on peak summer and winter seasons.

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Source: https://prtimes.jp/main/html/rd/p/000000028.000141136.html | Date: Date unavailable

Newspaper advertisement visuals created to convey the charm of Furano as a wine-producing region to more people, in addition to flowers and snow. Furano City, Hokkaido (Mayor: Takeshi Kita, hereafter "Furano City"), is widely recognized as a tourist destination represented by flowers and snow, but it has faced the challenge of how to deliver the seasonal charms that lie in between. Summer lavender, winter skiing, and magnificent natural landscapes. Furano has the power to attract many people. On the other hand, however, there has been a demand for effective solutions utilizing local resources to address issues such as tourist demand skewing towards summer and winter, difficulty in moving around the area, and the inability to connect scattered attractions into a cohesive stay value. As Furano City works to address these issues, it is putting effort into initiatives centered around wine. By using the wine nurtured in the local climate as a gateway, and broadening the perspective to include the region's agriculture, food, landscapes, and human activities, it might be possible to deliver the charm of Furano from a different angle than before. Based on this idea, the Furano City Grape and Fruit Tree Research Institute (Furano Winery), together with wineries in the Furano area, have been polishing the stay experience centered on wine. In FY2026, a special website introducing wineries was published by the Furano-Biei Broad-area Tourism Promotion Council, initiating efforts to comprehensively broadcast the charms of agriculture, food, landscapes, and climate of the surrounding areas, with the wineries scattered across the Furano area at its core. The initiatives Furano City has been advancing are moving to a new stage, overlapping with this broad-area broadcasting. "There are flowers. There is snow. There is also wine. That is Furano." This phrase embodies the desire to deliver another charm of Furano, beyond the impression of just flowers and snow, to more people. "There a

Beyond Flowers and Snow. [Furano City, Hokkaido] Promoting the Creation of New Stay Value Centered on Wine

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