Understanding the Potential of Shirakaba Lake from the World’s Resort Scenes

Creating a Second Career at Shirakaba Lake After Excelling on the Global Stage

“My family ran a lodging house, and it was always bustling with guests on weekends and holidays. I’d wake up to see about 200 people ice fishing on Shirakaba Lake right in front of me. That’s a childhood scene I’ll never forget,” says Fukui Godai, a true athlete who excelled in ski cross and SUP. Now back in Shirakaba Lake, he has founded Yatsugatake Adventure Tours, offering various activities including SUP and e-bike tours.

Fukui moved away from Shirakaba Lake for university, joining the ski club and competing in ski cross worldwide as a representative of Japan in Europe, America, and Canada. As he approached his late twenties, thoughts of a second career began to emerge.

“By the late twenties, retirement starts to flicker in your mind. I always had a strong desire to do something enjoyable and that I was good at, back in my hometown. Many of my peers in ski cross, who also came from snowy regions and whose families were involved in tourism, shared similar circumstances. We often explored tourist spots between races, discussing how resort scenes around the world differ from those in Japan.”

Among the many places he visited, towns with lakes left a lasting impression.

“In some countries, lake resorts are thriving. I’d find myself thinking, ‘This reminds me of Shirakaba Lake.'”

A severe accident that resulted in a calcaneus fracture led to Fukui’s retirement from ski cross. He then embarked on new ventures with his family and friends.

“My brother was starting a business importing bicycles from overseas, so I joined him. We also launched a SUP brand with former ski teammates, setting up shops in Tokyo and Kanagawa, and organizing e-bike and SUP tours.”

In 2019, coinciding with his child’s entrance into elementary school, Fukui returned to Shirakaba Lake. Taking over his father’s canoe guide business, he began offering activities such as e-biking and SUP at the lake.

Continuing to expand his tour business and open outdoor shops in the Shirakaba Lake area, Fukui is actively engaged in the community.

Activities Tailored by Nature Expertise

Shirakaba Lake, situated in central Nagano Prefecture, is accessible within about three hours from major urban areas like Tokyo and Nagoya. As a cool summer retreat, its popularity is gradually rising.

“Lakes around the world are often hidden deep within forests or surrounded by trees, making it difficult to get close to the water. However, Shirakaba Lake is accessible and open, allowing easy lakefront access. It’s a unique lake with a sense of closeness. The view from Venus Line, a tourist road, against the backdrop of mountains, is truly a breathtaking scene. Having seen numerous tourist spots worldwide, I believe that landscape ranks among the top.”

Fukui focuses his business on activities leveraging the lakefront situation, driven by his extensive experience interacting closely with nature through sports.

“I grew up near the lake, competed on snowy mountains, and enjoyed SUP in seas and lakes after retiring. I’ve always lived in close contact with nature. Even during my student days as a competitive skier, I helped out with the family lodging during peak seasons. I thought, ‘If I could provide activities based on my love for nature, it would enrich everyone’s travel experiences.'”

With a career built on competing, playing, and living in the great outdoors, Fukui knows how to showcase the lesser-known charms and ways to enjoy nature. These shared experiences through activities are likely to become memorable for many. One such tour is the e-bike tour, a popular content of Yatsugatake Adventure Tours.

“When in my active career, I used to ride mountain bikes and road bikes in the Shirakaba Lake area for training as well.  The scenery after a climb is incredibly rewarding, but it’s a challenge for general visitors to reach these spots. That’s why I decided to conduct tours using e-bikes imported by my brother. While driving is nice, cycling allows you to enjoy the breeze and scents along the way. I’m delighted to share these views from my favorite spots.”

Sharing a Nature-Integrated Lifestyle

“Living in harmony with nature is a way of life deeply rooted in Shirakaba Lake,” says Fukui, who spends his private time immersed in the natural surroundings.

“I enjoy a bit of SUP on the lake before and after guiding tours. I pack ski gear in my car when dropping off my child at kindergarten, squeeze in an hour of skiing before work, or go hiking with my family on weekends. I believe I’m one of those who fully enjoy this region.”

Fukui wishes for Shirakaba Lake to remain a place where such a lifestyle is possible. To that end, He aims to expand the business community in the area.

“I hope the functions of ‘staying’ and ‘enjoying’ can work together more closely. Whether it’s, ‘Since we’re staying in this area, let’s do something fun,’ or ‘I want to try this activity, so let’s stay at a local inn.’ Including our family-run lodging, I want to create a good cycle with other accommodation providers and partners offering activities.”

Currently, Fukui places great importance on training guides who can provide enjoyable experiences.

“If we have more guides who want to share this close-to-nature lifestyle, Shirakaba Lake will become even more interesting. Even if it’s just a hobby-like commitment on weekends for those who work during the week. I want to increase partners to work with, build a community, and enrich the lifestyles of those involved in the area. Overseas, it’s possible to earn over $400 just by guiding for a day. By raising the quality and status of guiding, making a living as a guide would be great.”

The “world-class” guides envisioned by Fukui may not be far from becoming a reality.

(What Connects in This Region)

“It’s the lifestyle with the lake. The lake allows for a variety of activities. You can sit on a lakeside bench and read, take a morning walk on the promenade, or enjoy SUP on the water. It’s a place where people of all ages and interests can spend their favorite moments. I want to preserve that landscape.”