Gifu Prefecture has been a pioneer in Japan in promoting measures that focus on sustainability. For example, in 2007, Gifu Prefecture launched the “Gifu’s Treasures certification project”, and in 2009 initiated the “Hida/Mino Overseas Promotion Strategy” to promote these tourism resources to the rest of the world.

Its efforts can be characterized as follows:
(1) Promotion of the three pillars of tourism, food, and goods;
(2) Globally-conscious strategy; and
(3) Branding as “GIFU, Timeless Japan, Naturally an Adventure.”

In addition to strategies based on the ideas of those at the top, the prefecture has worked steadily to achieve its goals through cross-departmental and regional cooperation led by leaders in tourism departments, enabling steps to be taken to achieve sustainable regional management through the use of tourism.