"Nozawaonsen Village welcomes many international guests, but we also have many Japanese repeat visitors who have been coming here for years. I believe it's simply a place that makes you want to return again and again," says Mr. Takei, who supports local tourism at the Industry and Tourism Division of Nozawaonsen Village. Having grown up here, he moved away for a time but eventually returned to his roots.

"This village is truly charming, and that's what brought me back here. We have hot springs, nature, and delicious food. The people are warm, and the infrastructure is surprisingly well-developed and convenient."

One thing that particularly stands out to him when talking to tourists is the topic of "tap water."

"International visitors often ask, 'Is this water safe to drink?' I tell them they should definitely try it! I personally think it tastes better than bottled mineral water," he adds with a chuckle.

He is also focused on supporting tourists who like to enjoy an evening out.

"I want guests to enjoy the village with peace of mind, knowing they can get back to their accommodation safely after enjoying drinks at night. We are ready to welcome everyone with our wonderful food, drinks, and warm hospitality."

"Nozawaonsen is a historic hot spring resort. We have about 200 accommodations ranging from traditional Ryokans to Minshuku and pensions. My colleagues and I constantly work as a community to find the best ways to revitalize tourism here," says Mr. Katagiri, Chairman of the Nozawaonsen Ryokan Association. From the front lines of the industry, he has faced local challenges head-on.

"The biggest issue was local transportation. Bus services are limited, and it gets very crowded with skiers in winter. I've often seen tourists struggling because they couldn't catch a bus. It was especially heartbreaking to see families with children stuck without a way back."

To address this, a ride-share initiative by JR East and Uber was launched.

"This has provided more transportation options. The number of drivers is also increasing, which is a huge help for accommodation providers and also offers peace of mind to our guests."

Even so, Nozawaonsen Village is a place that can turn "inconvenience" into "charm" in a way that big cities cannot.

"Nozawaonsen might have some minor inconveniences, but that is exactly why its unique culture and history remain so alive. It is a place that speaks to the senses. I truly hope visitors enjoy interacting with the local people here."

"To be honest, I moved to Nozawaonsen Village because I wanted to better utilize mobility services like ride-sharing within tourism," says Ms. Someya of the Nozawaonsen Mountain Resort Tourism Bureau. She is dedicated to transportation initiatives with the hope of making travel more comfortable and enjoyable for everyone.

"I definitely want international visitors to use ride-sharing when traveling from the nearest station, Iiyama Station, to their accommodations, or when visiting hot springs within the village, for example. In winter, the heavy snow makes walking up hills with large suitcases very difficult. Having a ride-share you can contact via smartphone provides great peace of mind."

Beyond convenience, Ms. Someya wants to convey the kindness of the people and the warmth of the area.

"This is a tourist destination, but it's not pretentious. Locals here interact with visitors naturally, so even first-timers feel welcome right away. I believe this atmosphere is nurtured by Nozawa's unique culture and landscape."

Finally, she shared this message for international travelers:

"People often think of Nozawa as just a place with many hot springs, but it offers so much more. One of its greatest charms is experiencing the traditional festivals and the daily lives of the locals, so I hope you will take the opportunity to enjoy a slightly deeper side of local culture while you're here."

"I have lived in Nozawaonsen Village for about 40 years," says Ms. Tomii. A member of the Nozawaonsen Mountain Resort Tourism Bureau, she is also a familiar face at the tourist information desk. Through daily conversations with visitors, she has witnessed the village change over time.

"Recently, we have seen a real increase in international guests. People come from all over, including Australia, France, Taiwan, and Singapore. Having observed this village for so long, I can truly feel the shift. And I can say with confidence to anyone, from any country, that this is a village you will enjoy."

At the same time, getting around has been a long-standing challenge.

"Because we are in the countryside, bus services are limited. Some guests already have their Shinkansen tickets, but then find the bus is full or cannot make it on time. I have heard that concern from many visitors."

That is why she has high expectations for the introduction of ride-sharing via Uber.

"I truly feel that the 'convenience' of the village is taking a step forward. I believe that international visitors will have fewer worries about transportation and be able to enjoy themselves more freely."

Lastly, Ms. Tomii shared her hope for visitors to experience a more traditional side of Japan.

"Nozawaonsen Village might be a bit different from modern, flashy tourist spots. It may not be extravagant, but Japanese culture and the old countryside atmosphere are still very much alive. I would love for those 'unchanging qualities’ to become part of your travel memories."

"Nozawaonsen Village in winter is truly the best!" Ms. Ueno of the Nozawaonsen Mountain Resort Tourism Bureau says with a smile. She points out that the village offers activities perfect for families as well as avid skiers.

"The terrain at Nozawa's ski resort is fascinating. You’ll never get tired of skiing here, and there are plenty of spots for children to play in the snow. Add in the hot springs, and it's the perfect winter destination."

One service that helps to ease visitor worries about getting around is ride-sharing via Uber.

"Since ride-sharing is a standard service abroad, I think it's very easy for international guests to use. By booking through the app, guests don't have to worry about missing the bus."

Ms. Ueno herself has often helped tourists who have missed their bus.

"I have often heard people talk about being stuck without a way to get around. Having an extra transportation option greatly increases the freedom of the trip. Being able to move around freely allows you to enjoy Nozawa even more."

Lastly, this is her message to those planning a visit: "There are so many ways to have fun here beyond just skiing. Please come and fully enjoy Nozawaonsen in winter!"

"We used to work at the ski resort, but now we work together as ride-share drivers," Say the Harako couple, who live in Nozawaonsen Village. They transport tourists to various locations, take them from the station to their accommodation, or give them rides from their lodging to the ski resort.

"Most of our passengers are from overseas, but we also get calls to pick up people who have been shopping near the station or who are tired after skiing and want a comfortable ride back."

Mr. Harako loves to chat.

"We talk about the scenery, or they might ask if there are any good restaurants nearby. Chatting in the car is a very enjoyable time for us as well."

What they value most is helping guests end their trip with a good feeling.

"It's not just about getting our guests around. The greatest feeling is making people think, 'Nozawaonsen was such a wonderful place.' Our goal is to share the warmth of Nozawaonsen with our guests through our conversations and the time spent in our car."