Facilities in Ishikawa Prefecture’s Noto Peninsula that were devastated by a 7.6 magnitude earthquake in January 2024 are gradually reopening to visitors.
In Nanao, a city that suffered extensive damage to infrastructure and historic buildings, two accommodation properties will start welcoming tourists again this month. One is the first property to be completely rebuilt in Wakura Onsen, an area known for its hot springs.
“In Noto, businesses are working diligently to reopen and rebuild, and the environment is becoming more welcoming to tourists,” said Noto mayor Yoshinori Yoshida.
The Noto Peninsula Wide-Area Tourism Association said more developments are expected in 2027, including resumed operations for Wajima Morning Market and Hotel Mercato Wajima.
Until full recovery is achieved, OTA Trip.com Japan aims to support Noto via its Hope Tourism Project, launched on July 22 to bring together hotels and businesses.
The first tie-up, between Hotel Nikko Kanazawa, Matsunami Sake Brewery and Noto-based farmers, offers kaiseki (multi-course) meals featuring seasonal ingredients and sake from Noto at the hotel’s restaurant.
“We are promoting the planning and sale of travel products and tourism promotion in collaboration with local businesses, aiming to popularise a new tourism model where travelling contributes to recovery support,” said Tomoyuki Takada, president and CEO of Trip.com Japan.
In another boost for the area, Noto Satoyama Airport reopened on July 7 following a Pokémon-themed rebranding. The three-year initiative, which includes renaming the airport Noto Satoyama Pokémon with You Airport in partnership with the Pokémon with You Foundation, aims to boost local tourism and revitalise the community through themed exhibits, decorations, food, merchandise, photo booths and short films.
