Japan's Destination Management Organization (DMO) system, designed to enhance regional tourism, marks its 10th anniversary with the number of registered organizations reaching 360. Despite the surge in inbound tourism, particularly in regions like Ōzu City in Ehime Prefecture, which attracts many foreign visitors drawn to its historical landscapes, the effectiveness and visibility of DMO efforts remain under scrutiny. Notably, foreign overnight guests in Ōzu are expected to exceed 5,000 this fiscal year, marking a significant increase compared to previous years.

Located along the Hijikawa River, with its castle and preserved historic streets, Ōzu has transformed from a typical day-trip destination to an emerging point of interest for international tourists. Key to this change was the local DMO, Kita Management, which has gained recognition as one of the country's pioneering DMOs. Their efforts have positioned Ōzu alongside major tourist destinations like Kyoto and Hakone, although challenges in managing tourism growth and infrastructure development persist.

Kōzō Takaoka, the representative director of Kita Management, poignantly describes the city's former state as a 'Blue Sheet City,' alluding to its past struggles in attracting tourists and developing adequate facilities. While the DMO's initiatives have begun to reshape perceptions of Ōzu as a tourism hotspot, the sustainability of this growth in terms of infrastructure and community engagement warrants further attention and strategic planning.