Kanazawa city and Ishikawa Prefecture have kicked off fresh social media campaigns aimed at fostering courteous behaviour among the growing number of overseas travellers arriving at attractions like Kenrokuen Garden and its nearby cultural sites. By focusing on etiquette, the initiative seeks to ensure that the city welcomes guests while safeguarding the enjoyment of residents and returning visitors alike.
Using precise targeting, the campaigns deliver smartphone advertising in a foreign language to travellers at Kanazawa Station and Komatsu Airport. When a visitor clicks, the ad links to an easy-to-understand site that illustrates the dos and don'ts of courteous sightseeing, including how to handle waste, the significance of photo guidelines, the etiquette of eating outdoors, and the importance of keeping to scheduled reservations. Earlier attempts have relied on printed leaflets at Kanazawa's tourist centres, showing that authorities have been adapting their tools in line with visitor behaviour.
The gardens at Kenrokuen, a nationally recognised treasure and the crown gem of Ishikawa Prefecture's cultural fabric, recorded 298,406 foreign visitors from January to June -- a 15.8 per cent spike compared to the same stretch a year earlier. Authorities, noting the accelerated global interest, have been searching for creative and effective means of promoting considerate conduct while reinforcing the principles of responsible travel that visitors frequently respond to favourably.
The prefectural government's international tourism division reported that the campaigns launching this week stemmed from three consultation sessions held since last September, where residents, business owners, and tourism staff shared insights on the pressures of overtourism. Participants repeatedly mentioned the strain posed by large tour groups and visitors with oversized bags, whose use of public transit narrows space and complicates daily commutes.
Information is therefore being delivered upstream, ahead of any arrival at bottlenecked sites, so that visitors adopt considerate behaviour the moment their itinerary begins. Officials further noted that these digital initiatives supplement, rather than replace, brochures and staffed welcome centres, using the immediacy of mobile technology to enrich printed routines and to deliver timely, targeted instruction.
Ishikawa on the Rise
Ishikawa Prefecture's international arrival numbers have risen steadily. Among the female visitors. The paired stature of Kenrokuen Garden and the historic Higashi Chaya District, as well as the series of later monuments -- Kanazawa Castle and the 21st Century Museum of Contemporary Art -- continues to forge a reputation as Japan's focal point for those pursuing immersive travel.
Kanazawa stands as the strategic hub for anyone entering Ishikawa Prefecture, combining centuries-old charm with modern convenience. Visitors can choose from atmospheric ryokan inns or sleek skyscraper hotels, and transport is effortless, thanks to bullet trains at Kanazawa Station and buses that run to famous spots like the Noto Peninsula and Kenroku-en. A steady stream of international guests, especially from Europe, North America, and Southeast Asia, has led the city to produce simple guidelines on regional customs, now available in apps and pamphlets.
Leveraging Technology in Visitor Management
Smartphone ads and geo-targeted social media work in tandem with traditional hospitality in a broader effort to promote responsible travel. These short, on-the-go messages intercept tourists precisely when planning their days, gently nudging them to parallel city rules with sightseeing enjoyments like tea ceremonies, museum hours, and the synchronised choreography of Higashi Chaya. A promise is made that neighbourly interactions can be mutually gratifying, quaint yet frictionless.
The guidelines double as practical pointers: sudden bursts on który bus or platform to ride, when to fold away the selfie limb, how to score a seat at a Kyoto with immediate checkout. By marrying moral maps with manners, Ishikawa Prefecture aims to turn tourism into a smooth, collaborative procession that fortifies subtle, lasting ties.
Collaboration Between City and Prefecture
Kanazawa City and Ishikawa Prefecture are working closely on managing visitor flows. The City began by offering etiquette brochures at tourist information centres. Moving to mobile content was the next step, reflecting the fact that global travellers rely heavily on smartphones and can now access codes of conduct anytime, anywhere.
This supports the wider vision of positioning both Kanazawa and the prefecture as welcoming hosts ready to heartily protect cultural treasures even as visitor numbers rise. The material itself deliberately underlines the capitals of the cultural offer. Pages honour Kyoto-roofed teahouses, delicately lacquered Chaya districts, and the observance of seasonal festivals that coexist with the cadence of everyday life -- not only to inform but to provoke respectful, lingering curiosity that lowers perceived tourist friction.
Plans to Expand the Visitor Code
Continuous real-time monitoring of social feeds lies ahead. By triangulating positive and negative feedback inside the platforms with silent observations at train stations and bus interchanges, Kanazawa and Ishikawa hope to recalibrate the charms on a six-month window. The intangible ambitions are clear: to shield Kenroku-en, Kanazawa-jo, and the surrounding crafting neighbourhoods against clock-rattling queues, while still encouraging visitor amazement and extended stays.
Conclusion
With visitor arrivals steadily climbing, Ishikawa Prefecture has adopted a three-pronged strategy that blends digital outreach, on-the-ground visitor guides, and classic print media. This coordinated effort seeks to prepare guests ahead of their journey and to reinforce desirable behaviours once they arrive. The objective is to safeguard the enduring allure of the region's historic and cultural sites, all the while ensuring that the experience remains uplifting and rewarding for everyone involved.