~HAKONE RUN FES: The path to winning the Japan Tourism Award~
Hakone Run Fes started in 2017. This event, which combines sports, outdoor activities, and tourism under the unique concept of "non-competitive running," has recently won the Japan Association of Travel Agents’ (JATA) 9th Japan Tourism Awards. The event, developed together with the local community and with consideration for the natural environment, has seen its fanbase growing steadily every year. Behind its continuous evolution lies the philosophy of JTB Communication Design (JCD), which focuses on
"regional co-creation" and
"sustainable tourism."
We spoke to members of the Hakone Run Fes Executive Committee to get the behind-the-scenes story of the award and the outlook for 2026.
① The value of “non-competitive running”
② The secret to a sustainable event: environmental consideration and a connection with the local community
③ The ever-evolving Hakone Run Fes: 2026 and beyond
④ Running with the community, running with companies. Co-creation brings about something new.
⑤ Designing the future of the area through sports
① The value in “non-competitive running”
Please tell us about what makes Hakone Run Fes special, and how it came to win the Japan Tourism Award.
Sakai:
Hakone Run Fes is an entertainment focused sports festival that combines the three elements of "festival, running, and the outdoors" against the backdrop of the majestic natural scenery of Hakone.
Rather than competing for the best time like in a typical running event, the event is modelled on “competing for fun” and takes place on a course at the Ashinoko Skyline, which is unlike anything you would normally experience at a running event.
Sugano:
The Japan Tourism Award is a symbol of the effort that have gone into to regional revitalisation and sustainable tourism. This year's award was given in recognition of the fact that the event was more than a just a typical sports event, it was a festival, elevated by the innovative concept of "non-competitive running."
I believe that the fact that the event is run by an executive committee in collaboration with local residents and businesses, and that it has been held continuously since 2017, was also a factor.
Sakai:
We built a team in an executive committee format with JCD acting as the project hub with local stakeholders including the Hakone town government, Hakone DMO, the inn association, and the board of education. Additionally, this was not a one-off event, the project has continued in a sustainable manner since. I believe that these elements also contributed to the decision to choose our event for the award.
This project is still ongoing and there will be many challenges ahead, but receiving the Japan Tourism Award is a testament to our contribution to society and I am very proud.
② The secret to a sustainable event is environmental consideration and a connection with the local community
How did you establish Run Fes as a "sustainable event"?
Kawasugi:
Many people think of Hakone as a hot spring resort, but it is also an area rich in nature and a part of Fuji-Hakone-Izu National Park. Hakone Run Fes was started with the goal of allowing people to experience Hakone's natural scenery.
Since the event is being held within a national park, environmental considerations have been thoroughly considered from the outset. We strive to minimise construction fixtures and reduce waste, and are implementing various initiatives. Starting from 2024, we have eliminated the use of paper cups.
2024 was also the year the event restarted after the COVID-19 pandemic. We scaled down the event, and went with a new format in which we do not measure the completion time of runners, and instead the concept is to simply enjoy the scenery within a 5-hour time limit. As a result, we received many comments such as, “It was fun to run at my own pace,” and “I was able to enjoy the scenery with my family and friends”, and I feel that this has made the value of Hakone Run Fes even clearer.
Sugano:
The executive committee, which is made up of approximately 25 organizations and companies, including Hakone Town, has approximately 200 members. In addition to the Hakone town hall staff, the Tourist Association, Board of Education, the fire department, hospital staff, and JCD employees are also involved. Nothing makes me happier than when each year, members say: "I want to help again next year."
With so many people involved, it can be difficult to coordinate, but we feel a strong sense of accomplishment in running the event together with the local community.
Sakai:
In terms of access, we have devised ways to reduce the environmental impact of transportation, including introducing a "park and ride" system with the support of bus operators. We believe that operations in 2025 went smoothly and this has helped to boost understanding in the local community.
③ The ever-evolving Hakone Run Fes: 2026 and beyond
What new initiatives do you have planned for the event in 2026?
Sugano:
The theme for 2026 is "A running event where anyone can enjoy spectacular views with more freedom!"
In addition to the "fun of running" that has always been part of the event, we would like to expand the scope to include "experiencing the region of Hakone itself”.
Local gourmet food will be served, and after the run you’ll be able to soak in the hot springs, stay overnight and enjoy the natural surroundings – we are putting together a series of activities for a full Hakone experience.
We hope that Run Fes will create a cycle in which participants will fall in love with Hakone and want to visit again.
Sakai:
The 2026 event will be two days long, with separate programs for the first and second days to deepen participant engagement. The first day will be a traditional marathon event, and the second day is designed to be a "day to try new things”. Together with partner companies aiming to revitalize the Hakone area, we are planning programs that will allow people to experience even more of Hakone's charm, such as Nordic walking and Rogaining. Through the medium of sports, we will provide an opportunity for runners to create new connections with each other and the local community.
Kawasugi:
We are also taking further steps from an environmental/sustainability perspective. We have already stopped using paper cups at water stations and started distributing foldable cups, but we still use a large number of plastic bottles for transporting water to the runners. To solve this problem, we plan to try out 20-litre water dispensers called "water jugs," which are already used by our partner companies at other running events. In the future, we hope to completely transition away from plastic bottles. Additionally, with approximately 4,000 participants, accessibility and crowd control will also be important. We will create a comfortable and sustainable system of operations by increasing the number of shuttle buses and staggering the start times.
Sugano:
We have invited the Hakone Town Athletics Association to join the executive committee and share their knowledge gained from other events such as the Hakone Ekiden, with the goal of ensuring a highly safe event. Local accommodation facilities and JTB are considering providing special accommodation plans for Hakone Run Fes, and we expect that the event will evolve such that it is about more than just running, with participants coming to stay, to eat local food and of course to enjoy Hakone.
④Running with the community, running with companies. Co-creation brings about something new
A major feature of Hakone Run Fes is its collaboration with local communities and companies. Tell us about that.
Sakai:
One partner company created an outdoor base and worked to create a system that would attract people to Hakone on a sustainable basis. Outdoor companies that share this philosophy have joined the group as partners, connecting outdoor culture with the charm of the local area. I feel that Hakone Run Fes is allowing the aspirations of these companies and the local community to come together through the experience of running.
Sugano:
When Run Fes was held in 2025, companies in the internet space endorsed the event and sold official merchandise on their e-commerce websites. T-shirts, towels, tote bags and other items were well received by participants. Our ties with local businesses are also growing stronger every year. Sponsors include a long-established Hakone marquetry specialty store and a business that sells ‘black eggs’, a specialty of Owakudani. This creates an atmosphere of support for the runners from the entire community.
Kawasugi:
We are always looking for new partner companies with the aim of developing into a sustainable CSV (Creating Shared Value) business. In the past, companies have come up with creative ideas, such as bed manufacturers providing rest areas using their own products, and beverage manufacturers providing drinks to runners and posting about it on social media. It would be difficult to have such sponsorship activation and touch-and-try events at a typical running event. I feel that it is the high degree of freedom at Hakone Run Fes that makes it possible to create such connections between companies and participants. Companies connect with the local community, and the local community accepts the companies' enthusiasm. I feel that this two-way relationship makes Hakone Run Fes even more fulfilling.
⑤ Designing the future of the area through sports
What are your future plans for Hakone Run Fes?
Sakai:
Hakone Run Fes is also a chance for JCD to put regional co-creation into practice.
There is always something new to learn as the government, businesses, and local residents work together to advance projects. We would like to contribute to the creation of a sustainable community not only by planning events, but also by treasuring the idea of ‘growing together’.
Sugano:
"The real goal is not the running itself, but discovering the wonders of the region through running" - that is the original concept of Hakone Run Fes. I want to make this into an event that will increase the number of people who love this area and make the local community proud.
Kawasugi:
Hakone Run Fes is an initiative to convey the charm of Hakone's nature, environment, and the region through sports. We hope that participants will experience Hakone not only as a hot spring resort, but also as a place where you can enjoy nature and free your mind. I hope that through this experience, we can create opportunities for more people to fall in love with Hakone. Additionally, our connections with supporting and partner companies that share our aspirations and work with us to expand the event are increasing every year. The greatest strength of Hakone Run Fes lies in the accumulation of efforts to promote the region's attractions together with businesses and continually create new value. In the future, we hope to use the profits from the event for environmental conservation activities, forest road maintenance, and the creation of activities that can be enjoyed all year round. We’d like to give back to Hakone and build a system that will help us develop the future of the area together. In addition to partnerships, we are also receiving an increasing number of inquiries from companies that want to adopt the Hakone Run Fes system. We will continue to expand this co-creation model nationwide and pursue new forms of community development that combine social contribution with improving brand value through sporting events.
HAKONE RUN FES 2026
Date: 2026.4.18(Sat.) - 19(Sun.)
Location: Fes Program Venue (Ashinoko Camp Village), Run Program Venue (Ashinoko skyline)
Official Website:
https://hakone-runfes.com/
JTB Communication Design (JCD) has a sustainability vision of contributing to the realization of a sustainable and better society by co-creating optimal communication with clients and business partners that connects people, companies, and communities. Hakone Run Fes is a symbol of this, and represents a new model for "regional co-creation" and "sustainable tourism" through sports. "Competing for fun" promotes human connection, and the future of the region. JCD will continue to listen to the voices of the community, run together with them, and be a partner that creates together.
