In Ozu, visitors can stay at a hotel dispersed across ancient landmarks such as a restored castle, samurai residences, and old merchant homes, all while supporting a globally recognized model of sustainable tourism.
Ozu is located in western Shikoku, the smallest of Japan's four main islands. Accessed through a narrow mountain pass, the town lies in a basin formed by a horseshoe bend of the Hiji River. Ozu Castle, a 14th-century timber fortress atop a central hill, stands as the focal point of the area, surrounded by a misty riverbank and snow-capped mountains.
A visit to Ozu in 2018 revealed a town with neglected and abandoned buildings, as well as a sparse population. However, upon returning in February 2024, a transformation was evident. The revitalized town bustled with activity, particularly around Ozu Machi-no-Eki Asamoya, which serves as a tourist hub and marketplace. Traditional samurai residences, now housing restaurants like Shun, which serves the local specialty imotaki stew, were lively and well-maintained. Opposite these, refurbished merchants' establishments hosted cafes and a history museum, bringing vibrancy to the old town.
Often called "little Kyoto," Ozu's historical significance lies in its past as the capital of the Iyo feudal domain between 1617 and 1868. Merchants of the era gained wealth through trades such as wax, silk, paper, and timber. However, economic decline over the last century led to decayed heritage sites and the migration of residents to urban areas. In 2019, Ozu launched a plan to preserve its medieval townscape and revitalize its economy through sustainable tourism. The initiative focused on converting heritage structures into accommodations and businesses to attract visitors and residents. The plan proved successful, earning Ozu a spot on the Top 100 Sustainable Tourism Destinations in 2023 and an award for Culture and Tradition from Green Destinations.
The Nipponia Ozu Castle Town Hotel, central to the town's revival, operates as a "scattered hotel." This innovative model spreads rooms and services across various buildings in the town rather than concentrating them in one location. The hotel allows guests to experience local life while preserving the historic townscape. It opened in 2020, offering a unique opportunity to stay overnight in a Japanese castle, alongside 31 rooms in 26 restored buildings throughout the city. This approach has brought economic and cultural revitalization to Ozu, which was nearly fully booked by 2023.
A stay at Ozu Castle offers an immersive experience. Activities include wearing traditional attire, performances of traditional arts, and dining in the Koran Turret, where Ozu's former lords once gathered. Guests sleep in the main castle tower and enjoy breakfast in Garyu Sanso, a historic teahouse overlooking the river. While the cost of ¥1,320,000 per night may be prohibitive for some, the town offers more accessible accommodations in restored townhouses, each providing a blend of history and modern comforts.
The town's sustainable tourism model emphasizes collaboration among the city government, businesses, and residents. Shops and new businesses, carefully selected to reflect local craftsmanship and traditions, blend seamlessly with the restored townscape. Examples include Tobe ware ceramics, Ikekuchi organic cotton towels, and Silmore health and beauty products made from locally produced silk. These initiatives have drawn both visitors and new residents to Ozu.
New residents, including hotel staff, city employees, and shop owners, often cite the town's historical richness, vibrant energy, and serene surroundings as reasons for relocating. The surrounding hills and ancient temples add to the appeal, enriching the experience for those who explore beyond the town center.
Ozu seamlessly combines tradition and modernity, as seen in dishes like tai meishi served at Le Un restaurant. The town's slogan, "Shiroshita no Machibito," translates to "the person expected and waited for under the castle," symbolizing its warm invitation to travelers. Visitors are encouraged to explore the town and feel a sense of belonging under its castle's watchful presence.
