As digital whispers of a hidden treasure on one of Japan's five main islands have circulated globally, Shikoku has come into the spotlight, captivating adventurers and treasure hunters from all corners of the world. Lauded as a captivating destination for those lured by its enigmatic allure, Shikoku is seeking to establish itself as a leading model in the anticipated rise of tourism. The island is standing ready to navigate the complexities of driving local economic growth through tourism while carefully preserving its natural and cultural sites from the adverse effects of over-tourism. In striving for this balance, Shikoku is committed to crafting a path toward becoming a beacon of sustainable tourism, ensuring that its environmental integrity remains intact for the prosperity of its inhabitants and the delight of visitors worldwide.

Shikoku, carved into four prefectures, Ehime, Kagawa, Kochi, and Tokushima, gleams like a rare jewel in the eyes of international adventurers, as highlighted by a writer from Lonely Planet, the globally recognized travel authority. Despite its rugged, mountainous terrain and its atmosphere more pastoral than Japan's larger islands, Shikoku's rich cultural heritage and stunning natural vistas would cast an enchanting allure over travelers seeking an odyssey beyond the beaten path, offering a surprising escape from their usual environs. Tokushima Prefecture, ordinarily a haven of tranquility, bursts into exuberant life during the Obon festivities in August. The streets become stages for spirited dancers, each moving to a unique rhythm yet in harmony, creating a spellbinding spectacle that mesmerizes international onlookers. The Shikoku Pilgrimage offers another transformative experience, spanning 1,200 kilometers and encompassing 88 temples and holy sites that trace the legacy of the revered monk Kukai, also known as Kobo Daishi. This sacred circuit is not merely a physical endeavor but a profound inward voyage, fostering introspection and personal growth, marking it as a pivotal milestone in the lives of those who walk its path.

The Shikoku Tourism Promotion Organization, headquartered in Takamatsu City, Kagawa Prefecture, has put irresistible temptation in the way of wealthy globetrotting thrill-seekers. Tapping into a surging global interest in adventure tourism, which appeals to those yearning for heart-pounding and breathtaking experiences through physical engagement, cultural interaction, or connecting with nature, the organization unveiled an exciting model tour at an international adventure travel convention held in Hokkaido this September. The tour with an exhilarating trail showcased the region’s untapped potential for thrilling escapades. Also, the organization is planning an enticing hiking tour for next spring, complete with a scenic trekking trail. Those tours are designed to let adventurers discover the hidden treasures of Shikoku through intimate, firsthand experiences. 

The intervention of Green Destinations, a non-profit organization focusing on sustainable tourism, has brought the subtle cues of the Shikoku Island's treasure map in the light globally, especially for eco-aware explorers. As an eye-catching billboard for destination marketing organizations (DMOs) aiming to raise their brand value by attuning themselves to the Green Destinations’ universal sustainable criteria, the certification-awarding organization included three of Shikoku’s cities in their top 100 sustainable destinations this October. The three cities are Marugame City, Kagawa Prefecture, Ozu City, Ehime Prefecture and Miyoshi City, Tokushima Prefecture. The organization praised Marugame for its long-established artisanal heritage in crafting Marugame Uchiwa, traditional non-folding fans fashioned from bamboo and washi paper. Ozu’s ancient townhouses also were lauded as emblems of Japan’s architectural legacy, embodying an aesthetic harmony with nature through their use of wood and paper as the materials. Meanwhile, Miyoshi City's serene Iya Valley captured Green Destinations' imagination with its historical vine bridge as a witness to ancient lore, originally designed for strategic dismantling to prevent enemy pursuit and now, while reinforced with the sinews of modern steel, standing as a testament to cultural ingenuity, officially recognized as a national cultural heritage.

When sustainable tourism is coming into the spotlight as a model that equally weighs environmental, economic, and socio-cultural aspects to secure its viability in the long run, Green Destinations and similar organizations are enhancing their prestige as certification-offering authorities. Eco-consciousness increasingly is characterizing tourist preferences, fueling the demand for locations adopting sustainable practices. Destinations with a Green Destinations’ seal of approval are more likely to be positioned to achieve a competitive advantage in the tourism marketplace. Should Shikoku be chosen as the destination for school tours from Taiwan with a penchant for eco-tourism, the advocates for the Sustainable Development Goals (SDGs) on the island will likely hail Green Destinations as a vital ally in their quest for sustainability.