“The Next Move Guided by Data” — Announcement of the FTAS Case Study Presentation & White Paper Release
Today, at the “Online Workshop on FTAS Use Cases” hosted by the Fukui Prefecture Tourism DX Consortium, basicmath will introduce two initiatives it has supported. We will also provide a free copy of the Fukui Prefecture Tourism Promotion White Paper, based on 31,965 survey responses.
FTAS, the Fukui Tourism Survey System, is operated by Fukui Prefecture to promote tourism digital transformation. This workshop will provide an opportunity to share practical knowledge on how the vast amount of accumulated visitor data can be applied to real business improvements.
- DateThursday, March 12, 2026, 15:00–16:30
- FormatOnline
- HostFukui Prefecture Tourism DX Consortium
- SpeakersRepresentatives from Machizukuri Fukui Co., Ltd., Sakai City Tourism Exchange Division, Hotel Yagi, and others
- AudienceBusinesses and government officials currently using or considering the use of FTAS
In the latter half of the program, Taisuke Fukuno, founder of jig.jp Co., Ltd., will give a presentation on “The Evolution of Technology, Including AI, and Future Changes in Our Living Environment,” followed by a discussion with participants.
basicmath fully utilized HAPINESS survey data accumulated in FTAS from April 2023 to August 2025, including 31,965 valid responses and approximately 42,000 open-ended comments, through our proprietary AI analysis platform, mitsumonoAI. The result is a single report that visualizes the current state of tourism in Fukui Prefecture and its growth strategy. The analysis and report creation took approximately one hour. This is what decision support looks like in the age of AI.
(Satisfied + Very satisfied)
(National average level)
(High share of transit-style tourism)
(Room for improvement)
The data revealed one paradox. Visitor satisfaction is overwhelmingly high at 86.6%. However, the NPS remains at the national average level of +9.0, and the day-trip rate is 41.1%. Visitors feel that Fukui was “worth visiting,” but the region has not yet fully generated the enthusiasm that makes people say, “You absolutely have to stay there” or “I strongly recommend it to others.” This is the “Fukui Paradox.”
How can this 40% opportunity loss be converted into economic value? The report organizes 42,000 raw visitor comments into five core themes and presents seven concrete action plans.
Food is the top travel purpose at 39.5%. It accounts for 35% of recommendation reasons. Human warmth also functions as a differentiating factor from destinations such as Kanazawa.
There is a three-hour gap in which tourists arriving in the afternoon lose access to places to eat. A shortage of secondary transport prevents the Hokuriku Shinkansen effect from spreading across the prefecture.
Kansai and Chubu are the main markets in terms of volume. However, visitors from Tokyo show an outstanding NPS of +17.4, making it a market with extremely high investment efficiency.
A total of 17,369 responses came via the internet, apps, and Instagram. Digital marketing is no longer optional; it is a prerequisite.
- 1Double spending per visitor by promoting overnight stays as the top priority — convert day-trip visitors into overnight guests and increase spending per visitor by three to five times
- 2Fundamentally strengthen digital and social media marketing — build a UGC ecosystem and collaborate with influencers
- 3Brand food resources and create new experiences — develop gourmet maps, food tours, and attract restaurants to underserved areas
- 4Strategically attract high-NPS markets in the Tokyo metropolitan and Kansai areas — develop premium tourism products using the Hokuriku Shinkansen
- 5Improve transport and visitor-reception infrastructure — parking, MaaS, multilingual digital guidance, and sanitation facilities
By organically connecting these five strategies, Fukui can move beyond transit-style tourism
and become a destination that continues to be chosen while sustainably enriching the regional economy.
This 28-page white paper includes an executive summary, concrete action plans, and a KPI roadmap. Please use it as a reference for tourism DX promotion and policy planning.
Download →As one of the case studies presented at this workshop, we will introduce the initiative by Hotel Yagi, located in the Awara Onsen area. The AI analysis platform supported by basicmath, which utilizes FTAS-AI, has brought meaningful changes to hotel management.
Revenue management analysis combining FTAS open data from the Awara Onsen area with the hotel’s own PMS data required repetitive work each time: manual downloads, data processing, and prompt input into AI. This took 30 minutes to one hour per cycle. The accumulation of these recurring tasks created an invisible mental burden for management.
- 30 minutes to one hour of manual data processing each time
- Manual formatting and report preparation
- Fatigue caused by repetitive recurring tasks
- 85% of management time spent on analysis work
- Only data overwriting in spreadsheets, completed in a few minutes
- Reports automatically generated in PDF and PowerPoint formats
- Automatic email distribution to stakeholders
- 85% of management time shifted to decision-making
The greatest impact was not merely reducing work time. It was the ability to fully shift limited management time toward the decision-making phase: how to improve management based on analysis results. The true value of AI lies not in speeding up tasks, but in expanding the scope of human thinking.
AI-generated review analysis reports and operational improvement instructions based on the hotel’s own survey data are now automatically emailed to the devices of all employees. This allows everyone, including back-office staff with limited direct customer contact, to understand in real time what customers felt dissatisfied with and what they appreciated that month. This has helped foster a stronger improvement mindset and increase voluntary motivation across the organization.
From creating the white paper to automating hotel operations, basicmath has consistently pursued one goal.
It is to create a clear environment where people can focus on thinking
and engaging with customers.
Tourism administrations, tourism associations, and accommodation providers often face the challenge of having data but not being able to fully utilize it. basicmath provides end-to-end support, from building analysis platforms and creating strategic reports to supporting implementation in the field.
Turn Data into Strategy.
We Are Here to Help.
We offer free consultations on tourism DX promotion, including how to utilize data, build AI analysis platforms, and create strategic reports. We welcome inquiries from government agencies, tourism associations, DMOs, and accommodation providers.
* This white paper was analyzed and created using AI, including mitsumonoAI, Claude, and Gemini. Because no human review was conducted to verify data consistency and related matters, it may contain errors. When using the report for policy planning or similar purposes, we recommend checking it against the original data.
Data source: FTAS HAPINESS survey data / Survey period: April 2023 to August 2025 / Number of analyzed responses: 31,965
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