「酒蔵旅」普及へ、推進協議会が体制強化
Sake Brewery Tours: Sakagura Tourism Promotion Council Takes Action to Boost Popularity
2016年11月に発足した官民広域連携の酒蔵ツーリズム推進協議会を改組した「日本酒蔵ツーリズム推進協議会」の総会が6月28日、都内で開かれた。新役員を選出すると共に、17年度はクルーズ船と連携したモニターツアーなどに取り組み、酒蔵の魅力発信や訪日外国人観光客の取り込みを図る。10月には訪日外国人向け酒税の免税制度も実施され、酒蔵ツーリズム普及の追い風になりそうだ。
The Sakagura Tourism Promotion Council, established as a nationwide partnership between the government and private businesses in November 2016, held the Japan Sakagura Tourism Promotion Council Conference in Tokyo on June 28th. Motions for 2017 included the election of new officers, a project to partner with a cruise line to plan a monitor cruise, and proposals to raise awareness of sake brewery culture and attract foreign visitors to Japan. A tax exemption for sake marketed towards foreign tourists will begin in October, and is sure to accelerate the trend of sake brewery tourism.
関係者によると、酒蔵ツーリズム推進協議会は駆け足で立ち上げたため、組織体制などの弱さが露呈し、思うような活動ができなかった。
One member said that because the Sakagura Tourism Promotion Council began hastily, weaknesses in the organization structure arose, and they weren’t able to accomplish as much as they expected.
そのため、目的の明確化（日本酒と、地方の魅力を酒蔵ツーリズムという形で国際的に伝えていく）と共に、機動的な意思決定機関（運営委員会）の創設や規約の全面改正といった抜本的な機構改革を実施、名称も日本酒蔵ツーリズム推進協議会に改めた。
Then, as the group’s mission became clear (sharing the merits of Japanese sake and small-town Japan with the international community through sake brewery tourism), a flexible decision-making body was established (the steering committee), policies were revised to completely restructure the organization, and the name was changed to the Japan Sakagura Tourism Promotion Council.
会長に中央大総合政策学部教授の細野助博氏、副会長に日本観光振興協会の久保田穣副理事長、蔵元を代表して「浦霞」醸造元・佐浦社長の佐浦弘一氏（日本酒造組合中央会副会長）、日銀OBで東北・夢の桜街道推進協議会事務局長の宮坂不二生氏が就いた。会員は28日現在、個人、法人、自治体、団体など合わせて115となっている。
The council president is Sukehiro Hosono, a professor of public policy at Chuo University, the vice president is Minoru Kubota, vice director of the Japan Travel and Tourism Association, the brewery representative is Koichi Saura, hereditary president of Urakasumi Brewery (and vice president of the Japan Sake and Shochu Makers Association), and the liason with the Bank of Japan is Fujio Miyasaka, secretary of the Tohoku Yume no Sakura-Kaido Promotion Council. As of June 28th, there are 115 council members including individuals, corporations, local governments and other organizations.
総会では来賓として観光庁の加藤庸之観光地域振興部長が出席したほか、国税庁、内閣府、経済産業省からも期待を込めたあいさつがあった。
Conference guests included Tsuneyuki Kato, director of the Department of Tourism and Regional Development. The National Tax Agency, the Cabinet Office and the Ministry of Economy, Trade and Industry also presented optimistic speeches.
16年度はウェブサイトの構築や外国人富裕層を対象とした山梨・長野両県の酒蔵巡りなどを実施。17年度はクルーズ船などと連携した国内外の富裕層向けモニターツアー、企業との共同プロモーション、通訳案内士への酒文化教育の推進などを実施する予定だ。
Accomplishments in 2016 included building a website and hosting a sake brewery course tour of Yamanashi and Nagano targeting foreign luxury tourists. Plans for 2017 include hosting a monitor tour for both foreign and domestic luxury tourists in partnership with a cruise line, promotional partnerships with private companies, and continuing education for interpreter guides about sake culture.
また、今後の方向性も確認し、（1）酒蔵ツーリズム振興に資する国内外への情報発信と外国人観光客の地方誘客推進（2）日本産酒類の輸出増加と海外販路拡大（3）酒造業界・観光業界・自治体との連携ネットワーク構築（4）酒蔵ツーリズムを軸に、地域資源を活用した魅力的な地域づくり（日本酒蔵街道）の推進—などがメインの取り組みになるとした。
In addition, the future direction of the council was discussed and main project goals were refined, namely (1) domestic and international campaigns to contribute to the promotion of sake brewery tourism and increase visits by foreign tourists to rural areas, (2) increase exports of Japanese alcohol and expand overseas markets, (3) build a cooperative network between the brewing industry, tourism industry and local governments, and (4) using brewery tourism as a base for making progress in appealing regional development using local resources (the Sakagura Kaido route).
10月1日導入の免税制度により、酒類にかかる税金が軽減される。外国人観光客にとって日本酒や焼酎などにかかる税を免除することで、酒を買いやすくすると同時に、地方の酒蔵を回ってもらい、地域の活性化につなげる狙いがある。酒蔵ツーリズム推進に弾みがつきそうだ。
As of October 1st, the new tax exemption will reduce taxes on alcohol sales. By making sake and shochu duty free for foreign tourists, not only will alcohol be easier to buy, but it is hoped that tourists will explore sake breweries in small-town Japan, and contribute to regional development. It is certain to add momentum to the development of sake brewery tourism.