Omotena is an innovative local help-matching service, distinct from conventional sightseeing tours, with the catchphrase ‘Enjoy Japan’s local areas even more!’. It offers the charm of towns discovered through the ‘local perspective’ of residents, enabling sustainable tourism that allows visitors to enjoy the town more deeply. The app, available in Japanese and English across 10 countries, connects travellers with locals through secure platform matching, transcending language and cultural barriers. It prioritises a foreigner-friendly design, ensuring overseas visitors can use it with confidence. Beyond standard tourist spot information, it offers an easy, social media-like way to discover hidden gems and up-to-the-minute local insights not found in guidebooks. Its defining feature is the hospitality-driven service provided by local coordinators, who draw upon their own experiences. Through thoughtful advice tailored to each traveller’s desires and needs, it fosters heartwarming interactions akin to having a local acquaintance. This warm communication with residents enriches the travel experience, supporting the creation of special memories unattainable through conventional sightseeing.

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