The idyllic Kujukurihama coast in Chiba Prefecture, close to Tokyo, is going to the dogs but in a pet-friendly way, establishing itself as a "sacred place" for canine owners.

A cluster of tourism establishments, such as hotels and restaurants designed for visitors with dogs, is forming along Kujukurihama, which is famed as a haven for surfers, bathers and marine leisure enthusiasts. 

The coast is steadily transforming into a dog-friendly area with the involvement of local officials. Driving this dramatic turn of events is the sudden inspiration of an entrepreneur.

About 10 years ago, businessman Hidekazu Kaiho was engaged in importing and selling of seafood and apparel items.

One day, Kaiho happened to go to Kujukurihama for the first time in a long while, as his mother’s parents lived there. He came across a particularly memorable sight at that time: a person strolling with a pet hound on the magnificent coast.

Feeling his entrepreneurial instincts kick in, Kaiho realized that the waterfront region’s geographical proximity to central Tokyo, plus its sparse tourist presence and sprawling yet affordable land, could offer an “optimal destination for dog lovers.”

Stretching a vast 60 kilometers on the eastern shore of the Boso Peninsula facing the Pacific Ocean, Kujukurihama is characterized by numerous surf spots and swimming beaches.

The landmark coast is likewise well known for its abundant nature and stunning scenery. Kujukurihama has been selected as one of the “100 prominent beaches in Japan” and the “100 outstanding views with white sand and leafy pine trees nationwide.”

HOTEL FOR GUESTS WITH FURRY COMPANIONS

Kaiho, now 41, hails from Sakura in Chiba Prefecture and wanted to give back to the beloved adopted hometown where he had spent his early years.

Following his instincts, Kaiho opened &Wan, an accommodation for guests coming with their cherished canines, in Sanmu, also Chiba Prefecture, in 2017.

The hotel is a one-minute walk from a nearby beach. A spacious dog run is set up in the courtyard. Diners can sit with their beloved pooch and enjoy a French-style full-course meal at the attached restaurant.

Pet dogs are, much to the delight of their masters, allowed to run about freely both in and outside the hotel building as they like.

“Going for an outing with my dog in the central area of the capital does not mean that I can fully relax and enjoy strolling around,” said one of the accommodation’s patrons. “I have not seen my pet move around so vigorously before.”

Toyomi Sakai, a guest visiting from Tokyo with her former junior high classmates, excitedly remarked on how astonishing the ocean’s vast expanses are around &Wan.

“The view is wonderful as if the coast extended forever,” Sakai said. “We were amazed at the massive size of the Pacific, because we were raised near the Sea of Japan in Fukui Prefecture.”

WILLINGLY IMPART VALUABLE BUSINESS TIPS

The unique accommodation quickly gained a greater reputation than expected. Kaiho, however, was not content with this, since owning the hotel alone was far from making Kujukurihama an ideal destination for dog lovers.

The next idea of Kaiho was to create an environment where sightseers could take pleasure from not only comfortable accommodation experiences but also a range of other activities for lasting memories.

Working with Sanmu city and eatery operators in the neighborhood, among other entities, Kaiho launched the Kujukuri Beach Dog Festival the following year in 2018 for tourists to participate alongside their pets.

Nearly 1,000 dogs and 1,500 canine owners turned out for various events, inclusive of a hound race and relevant merchandise sales.

Now that the festivity has been so broadly recognized as a renowned annual spring occasion, tourists have increasingly brought their dogs to Kujukurihama.

The generous Kaiho has never been hesitant about sharing his accommodation management know-how with other business operators, whenever they hear of his hotel’s success and contact him.

On top of this, Kaiho has reached out to a tourist strawberry farm as well as local restaurants to encourage them to provide more dedicated spaces for the sake of travelers visiting with their treasured furry friends.

Data from the Sanmu City Tourism Association and other sources reveal that facilities and establishments catering to canine owners in particular have successively started operations around Kujukurihama over the past few years.

As hound admirers--aside from business operators--are reportedly looking for vacation homes near Kujukurihama in a growing number of cases, a regional real estate agent mentioned the latest trend in particular.

“Though the boom is still too moderate to be referred to as an asset bubble, land prices have been rising despite the area being still depopulated,” said the agent. “Its unpopularity and affordability, conversely, seem to render the region sought after.”

NOTICE TRUE VALUE OF SEA

Local authorities are similarly moving toward action on their own in the end.

Sanmu city now distributes specialized vouchers for hotels and inns where guests can stay overnight with their canine companions to donors as gifts under the “furusato nozei” (hometown tax payment) program.

Donations seeking the coupons, along with other dog-relating presents, reportedly accounted for 25 million yen ($160,000) in 2023, one-third of the total contributions to the municipal government of 75 million yen.

Hisakazu Okatsu, 50, a sectional chief at the Sanmu city government’s planning division, welcomed the change.

“I am grateful that a lot of people have become aware of the true value of the local ocean--something often overlooked in our regional community,” Okatsu said. 

Kaiho is seeing his low-key efforts paying off these days, almost 10 years after he was stricken by the entrepreneurial instinct.

The voluntary group Kujukuri Dog-Friendly Net, headed by Kaiho, consists of nearly 50 businesses, including hotels and restaurants, at present.

“I will do my best to bring energy back to Kujukurihama, so dog aficionados can enjoy themselves wholeheartedly here,” Kaiho said.