[Regional Airports, Regional Revitalization] ④ Local Leaders Take Action... Airport Operating Profit Doubled in Two Years

Tokushima Finds Solution to Regional Decline at Its Airport

Bus Pass Initiative Connects Airport to Tourist Sites

Local Specialties on Display at Souvenir Shops

Giant Anime Posters Line the Terminal Walls

A Cited Example of Rev

On the morning of the 18th of last month, Tokushima Awaodori Airport, the gateway to eastern Shikoku, Japan, was bustling. Near the departure gate, a number of passengers in business attire were seated. Some were working on their laptops, while others, clearly tourists, browsed the souvenir shops and selected local specialties. The scene was quite different from the relatively quiet weekday mornings often associated with local airports in Korea.

Tokushima Prefecture is one of Japan's most notable regions for population decline. The total population is about 670,000, which is similar to the size of a mid-sized city in Korea. The airport itself is not large, with a passenger facility area of 8,524 square meters—roughly 1.2 times the size of a soccer field. However, this small airport has recently become a frequently cited example of revitalizing regional airports in Japan. The secret does not lie within the airport itself, but in the local government's strategy to use the airport as a platform for the regional economy.

Tokushima Prefecture recognized early on that the crisis of regional extinction was closely linked to the airport issue. The local government believed that without attracting people from outside, consumption, investment, and job creation could not increase. In fact, the prefecture actively pursued international flight routes. According to the aviation industry, the governor of Tokushima Prefecture is well known for having personally visited Korea to meet with airlines in an effort to attract Korean tourists. The local leader's sense of urgency was so great that he personally gave presentations to airlines.

Tourist brochures (left) and bus passes available at the Tokushima Airport information desk. Tokushima, Japan - Photo by Seungjin Lee

As a result, Tokushima Airport secured a route to Korea, establishing a foundation for attracting inbound tourists. According to Tokushima Airport Building Co., the airport operator, the number of annual passengers increased from 839,553 in fiscal year 2022 (April 2022–March 2023) to 1,072,241 in fiscal year 2024 (April 2024–March 2025). During the same period, operating profit also grew from 47.85 million yen to 113.39 million yen.

Tokushima Prefecture's efforts did not stop at attracting international flights. The local government also invested budget resources to solve the biggest weakness of local airports: transportation after arrival. Their rationale was that no matter how many flights are available, if tourists find it difficult to get to the city center or tourist attractions, they will not return.

The prefecture introduced a bus pass system that allows tourists to use local buses freely for a certain period. In particular, passengers on Eastar Jet flights are offered this pass free of charge.

A Korean tourist encountered at the airport said, "I took the bus about six times over two days. If I had rented a car or used a taxi, it would have cost quite a bit," and added, "Being able to use the bus for free was very satisfying, and simply riding the bus in rural Japan was a unique travel experience."

Departure area of Tokushima Airport on the 18th. The kiosks are densely packed with local specialties. Tokushima, Japan. Photo by Seungjin Lee

While it may seem like simple transportation support from a tourist's perspective, for the local government, it is a strategy to connect the airport and tourist destinations into a single travel route. The system is designed so that travelers arriving at the airport move around the region, spending on accommodation, food and beverages, and shopping along the way.

This strategy is evident throughout the airport interior. At the arrivals floor souvenir shop, Tokushima's signature local products such as sweet potato snacks and seafood processed goods from the Naruto Strait were densely displayed. Travelers are exposed to and can purchase regional products up until the very last moment before boarding their flight.

The use of cultural content was also notable. Along the wall of the baggage claim area, a long animation poster was displayed, and inside the terminal, large character banners were hung. Tokushima Prefecture actively leveraged its status as the host of the world-renowned animation event "Machi Asobi."

Baggage claim area at Tokushima Airport. A long animation poster is displayed on the wall. Tokushima, Japan - Photo by Seungjin Lee

Even while waiting for their luggage, travelers are naturally exposed to Tokushima’s cultural content. The airport is being used not just as a transit space, but as an exhibition hall introducing the region. The airport information desk was stocked with a wide variety of tourist brochures in Korean, which proved to be a strong attraction for visitors.

Recently, Tokushima Prefecture has also been focusing on attracting workation demand in addition to tourists. Notably, Kamiyama Town has drawn attention across Japan as a case study for attracting satellite offices of IT companies and startups. After the COVID-19 pandemic, as remote work has spread, demand has increased for combining work and leisure in places with beautiful natural environments—and Tokushima Prefecture is harnessing this as a new growth engine.

This content was produced with the assistance of AI translation services.