Hakone Town is located within the Fuji-Hakone-Izu National Park in Japan. It is a popular hot spring resort and tourist destination known for its historic and natural sites. Hakone can be reached in just one hour from Tokyo and has been welcoming approximately 20 million tourists annually from the metropolitan area and abroad. However, due to its mountainous terrain with significant elevation differences, numerous slopes, stairs, and steps, Hakone has not been a travel-friendly destination for people with limited mobility. In response, the town and Hakone DMO have aimed to create a “welcoming tourist destination” where anyone can travel comfortably and to promote universal tourism and accessibility.
Keywords: mobility ; touristic plan; marketing; accessibility; marketing