Soichiro Nishimura, Kinosaki Onsen, Hyogo Prefecture
Nishimuraya Co., Ltd. Representative Director and President

Soichiro Nishimura Born in 1974 at the Nishimuraya inn in Kinosaki Onsen, Hyogo Prefecture. After graduating from the Department of Political Science, Faculty of Political Science and Economics, Waseda University, joined Asahi Breweries. He has been involved in the family business since 2000, and in November 2011 became the 7th generation representative director and president of Nishimuraya Co., Ltd. As a leader in turning Kinosaki Onsen into a world-class tourist destination, where the idea that "the whole town is one inn" is permeated, he is the chairman of the Kinosaki Onsen Transportation Environment Improvement Council, the director of the youth division of Japan Travel Federation, and the deliberator on the basic plan for Toyooka City. In addition to serving as a committee member, he was also involved in the establishment of the Hyogo Prefectural College of Arts, Culture, and Tourism. My motto is ``Sincerity and Tsuten''. My hobbies include watching sports such as soccer and American football.


This corner is written by Yumiko Itakura, a travel and spa journalist who continues to report on hotels and spas around the world, and the roots and culture of health and beauty that live in each region.

This year, we will focus on people from various occupations across Japan who live healthy lives in body and mind and create beauty while loving the land they live in. We will unravel the wisdom learned from the land and tips for living positively in the future. I'll go.

From each person's stories, you may become interested in the area and would you like to travel to Japan together?
This time, we're interviewing Soichiro Nishimura, president and CEO of Nishimuraya in Kinosaki Onsen, Hyogo Prefecture, which Mr. Itakura describes as "an inn with unforgettable elegant and heartwarming hospitality."

The core of Japanese hospitality is to act slowly, calmly, with a smile, and by understanding the other person's feelings.

Itakura
Mr. Nishimura, you were born and raised in Kinosaki and took over the family business after leaving your hometown and living in Tokyo. Have your thoughts on Kinosaki and the family business changed as you have gotten older and changed over time? ?

Mr. Nishimura (titles omitted below)
I believe that Kinosaki Onsen has been refined over time through the tireless efforts of the people who live here, and I am grateful to our predecessors. I feel the same way about my family business.

Many of our customers have been with us for generations, but as the internet and social media have become more popular, we are seeing an increase in the number of customers who are visiting us for the first time.

In recent years, we are sometimes asked to look good, but we strive to be authentic, creating accommodations that people will always want to return to, and creating a reputation that says, ``There is nothing better than Nishimuraya.'' I believe that we must aim for ``.

In our local exhibition room, there is a calligraphy called ``Visiting the Return''.
The meaning is ``to provide hospitality that will make guests feel as relaxed as they would at home,'' and I think this is exactly the spirit.

Itakura
It's true that you will feel comfortable and relieved when you visit here. Could you tell us a little more about the spirit of hospitality that has been passed down at Nishimuraya?

Nishimura
In order to continue to provide genuine products, solid education is necessary. We live in an era where education can be difficult if there is even a single misunderstanding, but I think it makes a difference whether each staff member thinks ``for the sake of the customers who choose Nishimuraya'' or not.
Beyond education, a heart of caring for customers will definitely emerge.
This is our "Nishimuraya Method" of hospitality, which has been passed down through the ages.

Itakura
Mr. Nishimura, what kind of relaxation and hospitality do you think is unique to Japan?

Nishimura
We believe that acting slowly and calmly with a smile, and by understanding the other person's feelings, is the type of hospitality that is unique to Japan, and is the cornerstone of service that allows guests to feel at ease and feel at ease.
As times change and the number of local workers decreases, the number of staff from other regions or even overseas will increase in the future.
Since we are a Japanese inn, we believe that education is necessary to learn all manner of movements, from each word to the hands and facial expressions, as expressions of the Japanese spirit. How we can pass this on across generations and regions will continue to be crucial.

Itakura
Is there anything you always check when visiting related facilities?

Nishimura
What I'm concerned about is whether the environment is properly set up so that customers can spend a comfortable time. First of all, I always check to see if staff members are speaking clearly and greeting each other.
Even in the backyard, we believe that if we do not have energy, ambition, and consideration for others, we will not be able to provide good service.

The spirit of coexistence and co-prosperity that lives on in Kinosaki Onsen where we help each other throughout our lives.

Itakura
Kinosaki Onsen has an atmosphere full of atmosphere, and in recent years has gained a high reputation among foreign tourists, making it even more crowded.

Nishimura
That is right. The charm of Kinosaki Onsen has spread all over the world, with customers interested in Japanese inns and hot spring culture visiting us not only from Japan but also from Europe and America.
Once again, I would like to cherish the idea of ``Nishimuraya, which is the home of Kinosaki Onsen'' and fulfill my role.

Itakura
“Nishimuraya with Kinosaki Onsen” is Mr. Nishimura’s motto.

Nishimura
that's right. I believe that unless other inns, as well as souvenir shops and restaurants, continue to thrive and continue to be successful for the entire town, Nishimuraya will have no future.

Itakura
This is exactly what "coexistence and co-prosperity" means.

Nishimura
I think this is a spirit that is alive and well in everyone who does business in Kinosaki. This is because everyone loves Kinosaki as well as doing business.

Itakura
I heard that Kinosaki Onsen was one of the first to close its doors when a state of emergency was declared due to the coronavirus pandemic. They have great teamwork.

Nishimura
I agree. No matter what era we are in, it is we, the local people who have built up our history over generations, who have the spirit of ``let's overcome this together'' and ``let's help each other to survive.'' This is because we respect the local people and our ancestors who have continued to protect the town.
We are not exclusive, so of course people from outside are always welcome as long as they are prepared to maintain a spirit of coexistence and co-prosperity of helping each other throughout their lives.

Itakura
The hot spring town of Kinosaki is lined with willow trees along the Otoshi River and has a stone drum bridge.
In this town, people walk around town wearing yukata, which is considered formal attire. This nostalgic scene is an unforgettable sight for those who have visited once.
It can be assumed that the beauty is maintained through the passion and efforts of the people who live in this town.

Nishimura
Kinosaki Onsen has a history of over 1,300 years since its opening, but I think the most severe environment in its long history was during the Great Hokutan Earthquake in 1925.
Many people died, and the entire town was reduced to ashes by the fire that followed the earthquake.
At that time, the 4th generation head of the Kinosaki town, Sahei Nishimura (my great-grandfather), and the people of the time restored the town from nothingness to its original state, which was centered around wooden buildings, and further built the following 50 buildings. Today's Kinosaki Onsen was rebuilt with 100 years in mind.

Itakura
Mr. Nishimura, who is the 7th generation of the company, is also active as a leader in town development. Please tell us about your current initiatives and future prospects.

Nishimura
I think the fundamental appeal of Kinosaki Onsen is visiting the public baths and walking around town.
We believe that in order for this town to be sustainable, it is necessary to reduce the influx of cars into the hot spring town, and we have been working on this for the past 10 years.
Construction work to create a tunnel needed to reduce the influx of cars was temporarily suspended, but persistent efforts were successful and it resumed last year.
In 2025, we will mark 100 years since the Great Hokutan Earthquake. At that time, I would like to point out the grand design of the town after the tunnel is completed, and I am currently creating a vision with the young managers of Kinosaki Onsen. It has become my life's work.

I would like to create a mechanism that allows you to enjoy Kinosaki's food culture more easily and for a longer period of time.

Itakura
Are there any recommended healing spots in Kinosaki Onsen that are not yet well known by tourists?

Nishimura
The place where you can feel the majestic nature is the sea of clouds at Mt. You can get to the top of the mountain in about 20 minutes by car from the hot spring town. I think there is a high chance of encountering one, especially in the early morning from September to November. It's very beautiful and gives you a refreshing feeling.

Itakura
There is such a place! I would love to visit next time. If you want to relax in the hot spring town, ``Short Story Cafe Un'' on Ekimae Street is also a good option. The unique concept and space design made it very comfortable.

Nishimura
thank you. Speaking of Kinosaki Onsen, Shiga Naoya first visited there in 1913, and is famous for his short story ``At Kinosaki,'' which was written about the scene at that time. We created this cafe in 2021 out of respect for this great benefactor of Kinosaki Onsen. We have approximately 3,000 books, mainly short stories, that you can pick up and read freely. Of course, if you find a book you like, you can purchase it.

Itakura
Mr. Nishimura, which of the places you visited recently, both domestically and internationally, left an impression on you?

Nishimura
San Sebastian, Spain. The town is beautiful, and the food is better than anywhere else. All the bars were delicious and open until late, so we had a great time drinking and eating. As a way to enjoy Kinosaki, I felt that in the future there would be a need for a way to enjoy the local food culture more easily and for a longer period of time.

Itakura
San Sebastian is also one of my favorite cities. Kinosaki is a beautiful town, and the food is delicious and abundant, including crabs and other seafood, Tajima beef, white stork rice, vegetables and beans, so I feel like Kinosaki has something in common with San Sebastian. I'm sure Mr. Nishimura has many ideas floating around in his head. Don't take your eyes off Kinosaki Onsen!
Thank you for your time today.

Nishimuraya Main Building
Founded over 160 years ago. A purely Japanese inn that symbolizes the history and development of Kinosaki Onsen.

Nishimuraya Honkan is located in the middle of Kinosaki Onsen town, which is full of atmosphere. As you pass through the stately gate and enter the entrance, you are greeted by the sweet scent of sandalwood that calms your soul.

The 31 guest rooms overlook the garden and allow you to immerse yourself in the tranquil beauty of Japan. The new guest room "Honjin-no-ma", which opened in 2021, is spacious at 124 square meters, and you can see the mountain range of Kinosaki and the hot spring temple from the oval window on the wide veranda, and the open-air bath made entirely of cypress on the other side. You can enjoy the view of the mountain garden that changes with the seasons.

Additionally, there is a dining room with a cooking area, so you can enjoy a private meal time.
From November to March, you can enjoy Kinosaki's unique Matsuba crab in a kaiseki style.
In addition to the bathrooms in the rooms, the hot springs have three large public baths where you can experience various tastes.The sodium, calcium chloride, and high temperature hot spring water is smooth to the touch, warms your body from the core, and is characterized by the fact that it does not get cold easily. is.

This is a relaxing inn full of tradition and elegance, where you can be healed by attentive hospitality.
Nearby, there is a 50,000 tsubo garden surrounded by forest.Nishimuraya Hotel ShogetsuteiThere is also.

https://www.nishimuraya.ne.jp/honkan/

Access: Approximately 2 hours and 40 minutes by limited express from JR Osaka Station, approximately 2 and a half hours from JR Kyoto Station or Sannomiya Station. The route takes approximately 30 minutes from Osaka International Airport (Itami Airport) to Stork Tajima Airport, and then 30 minutes by bus or taxi.

Travel & Spa Journalist
Yumiko Itakura
Yumiko Itakura

He assumed his current position after working as an editor at ``25ans'' and other publications. Traveling around the world, he proposes and writes travel plans that appeal to the five senses in various media, with themes of healing, health, food, and culture that live in the land. He also serves as a speaker at seminars sponsored by government international organizations, tourism bureaus, and companies. Also known as a lover of Italy, he composed and wrote "Italian Mamma's Recipes" (published by Sekai Bunkasha). Also, in the Japan National Tourism Organization's Global Campaign, he speaks about Japanese healing as an expert in the field of relaxation.Expert Insights Go Deep Into Japan

photos & realization: Yumiko Itakura

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