A New Story from Kyushu Begins

Some destinations are remembered for their breathtaking landscapes. Others are remembered for the people who bring those places to life.

Today, we are delighted to embark on a new journey with you.

The Kyushu Volcano Tourism Council, in partnership with JR Kyushu Private Travel Service, is proud to introduce Stories of Kyushu, a monthly newsletter inspired by the theme "Living with Volcanoes."

Each month, we will introduce a remarkable person or a unique experience that reflects the spirit of Kyushu. Together, these stories weave the rich tapestry of Kyushu's people, traditions, and way of life—revealing the essence of this remarkable region, one story at a time.

Through these authentic stories, we hope to inspire new ways for you to introduce Kyushu to your most discerning clients.

We look forward to sharing the spirit of Kyushu with you each month.

For our inaugural edition, we are honored to welcome Mr. Masashi Seto, Chairman of the Kyushu Volcano Tourism Council, to share the vision behind Stories of Kyushu and his hopes for the future of Kyushu.

Rather than simply introducing destinations, he offers a deeper perspective on the relationship between volcanoes, local communities, and the people whose lives have been shaped by this extraordinary landscape over generations.

We hope his message will inspire you and your clients to discover a side of Kyushu that goes beyond the guidebooks—a place where every journey begins with its people and their stories.

Stories of Kyushu

Kyushu's People and Way of Life, Shared with the World

Vol.1　A Message from Masashi Seto, Chairman of the Kyushu Volcano Tourism Council

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Masashi Seto

Chairman, Kyushu Volcano Tourism Council

Mr. Seto leads the "Living with Volcanoes" initiative of the Kyushu Volcano Tourism Council. Working closely with local communities, local governments, and tourism organizations, he is dedicated to creating meaningful travel experiences that connect international travelers with the people, culture, and landscapes of Kyushu's volcanic regions. His vision is to share not only the beauty of Kyushu, but also the stories of the people who have lived in harmony with volcanoes for generations.

Dear Travel Advisors and Travel Partners Around the World,

Thank you for your continued support of the Kyushu Volcano Tourism Council and for entrusting us with your valued clients. It is our sincere pleasure to welcome travelers from around the world to our region.

My name is Masashi Seto, and I am honored to serve as Chairman of the Kyushu Volcano Tourism Council.

The concept at the heart of our vision as a model tourism destination is "Living with Volcanoes." This is far more than a tourism slogan—it embodies the very identity of the people of Kyushu.

Our hot springs, exceptional cuisine, crystal-clear spring water, and enduring reverence for nature all exist because of the dynamic forces beneath our feet. Every aspect of life here is connected to the living heartbeat of the Earth. This connection has shaped the lives, culture, and values of the people of Kyushu for generations.

Until now, we have introduced travelers to the awe-inspiring landscapes of Kyushu, where they can witness active volcanoes up close and experience the immense power and beauty of nature through extraordinary adventures.

But what are today's well-traveled and intellectually curious guests truly seeking?

It is not simply luxury or carefully curated experiences. Rather, they seek authentic encounters with cultures deeply rooted in local communities, and the sense of fulfillment that comes from forming genuine human connections.

We believe that the truest luxury lies in connecting with the people who have learned to live with resilience, grace, and strength amid this extraordinary natural environment.

With this belief, we are delighted to introduce Stories of Kyushu—  Kyushu's People and Way of Life, Shared with the World—a new series that celebrates the people, traditions, and everyday lives that define this remarkable region.

Across the volcanic regions of Kagoshima, Aso, Unzen, and Shimabara, generations of people have lived alongside active volcanoes for thousands of years. Respecting both the immense power and ever-present threat of these mountains while embracing the countless blessings they provide, they have cultivated a unique wisdom, rich cultural traditions, and a way of life that continues to shape these communities today.

Consider the farmers of Aso, who have protected its vast grasslands for more than a thousand years through the extraordinary tradition of Noyaki—controlled grassland burning that demands immense effort, courage, and the commitment of an entire community.

Think, too, of the people of Unzen and Shimabara, who have long embraced geothermal steam exceeding 100°C as a natural source of energy for cooking and everyday life. Or the artisans and producers of Kagoshima, who have shaped a unique culinary and distilling culture from fertile volcanic soil, pure spring water, and the ever-present presence of active volcanoes.

For the people of Kyushu, these are simply everyday ways of life. Yet for travelers, they are extraordinary encounters. They reveal what it truly means to live in harmony with nature and remind us that sustainability is not a modern concept—it is a way of life that has been practiced here for generations.

A beautiful landscape may inspire admiration, but it is the people who leave a lasting impression. Long after the journey ends, guests may forget every detail of the scenery, yet they remember the conversations they shared, the wisdom they encountered, and the warmth they received. More often than not, it is the thought, "I want to see that person again," that becomes the strongest reason to return.

In this series, each month we will introduce a key individual from one of Kyushu's volcanic regions. Through their stories, we hope to share the passion with which they protect their homeland and the wisdom that enables them to live in harmony with nature. Through you, our valued travel partners, we look forward to sharing these stories with the world.

When your distinguished guests visit Kyushu, the people featured in this series will warmly welcome them as the authentic voices of their communities. Through genuine conversations that transcend language and deeply immersive experiences woven into everyday local life, we aspire to create once-in-a-lifetime journeys that transform the way guests see the world and leave a lasting impression.

We hope you will enjoy following Stories of Kyushu – Kyushu's People and Way of Life, Shared with the World, beginning with our next issue.

Together with you, we look forward to welcoming discerning travelers from around the world to experience not only Kyushu's magnificent volcanic landscapes, but also the warmth, wisdom, and hospitality of the people who call this extraordinary region home.