Treasure Hunting

We call a region’s own resources that people can be proud of “local treasures,” and the work of finding them “treasure hunting.” The work of putting those treasures to use to create ripple effects for the local economy is what we call the “five-step treasure hunting process.”

Treasure hunting introduces ecotourism, with local residents at the center protecting the resources they are proud of and showing them to people from outside, with the goal of revitalizing the region. Treasure hunting is the important first step in making ecotourism work.

In ecotourism, treasure hunting refers to the work and activities, led by local residents, of uncovering six kinds of attractive treasures unique to the region: treasures of nature, the living environment, history and culture, industry, local masters, and aspirations.

Treasure	What it covers
1. Nature Finding companions to live with	The foundation of human life and the companions we live alongside (mountains, rivers, plants and animals, fossils, weather, etc.)
2. Living environment Wisdom for living	Systems of everyday and cultural wisdom, such as relationships with nature, religion and customs (food, faith, daily life, landscapes, etc.)
3. History and culture Tracing the footsteps of our predecessors	History and culture shaped by exchanges of people, goods and ideas (cultural properties, historic streets, annual events, festivals, etc.)
4. Industry Reaching out to the wider world	The face of the town and its message to the outside world (traditional skills, crafts, local specialties, markets, etc.)
5. Local masters The community’s store of wisdom	People who inherit and pass on the knowledge and skills of their predecessors (masters of performing arts, local history, crafts, local cuisine, folk tales, etc.)
6. Aspirations Energy for the future	The latent energy to make the town better (ideas for solving problems and creating amenities)

To turn the treasures that have been found into revitalization of the region, the following five-step process is needed.

Step	What it means
Discover	Residents themselves discover or rediscover local resources such as nature, history, culture, industry and people
Polish	Preserve, pass on and develop the treasures that have been discovered
Take pride	Recognize the value of the treasures and share that recognition within the community
Share	Communicate the treasures to people outside the community
Develop	Put the treasures to use and link them to local industry