About me

I’m Matt Guy, a Japan-based travel creator and tourism consultant who has been living in Japan since 2014. Over the past decade, I’ve explored all 47 prefectures, focusing on regional culture, local communities, and destinations beyond the typical tourist trail.

Now based in Myoko, Niigata, I work with local governments and businesses across Japan to develop and promote sustainable tourism. My work is grounded in on-the-ground experience seeking to understand what makes each area unique and how to communicate that to a global audience while creating tourism strategies that benefit both visitors and local communities.

Alongside my work in tourism, I focus on adventure travel across Japan. I’ve spent years snowboarding and hiking throughout the country, including many of Japan’s highest peaks. From deep snow regions like Myoko to remote mountain trails, this first-hand experience shapes how I approach both content and tourism development, with an emphasis on safety, seasonality, and sustainable access to the outdoors.

My work centers on helping travelers discover a deeper side of Japan while supporting regions in building tourism that is authentic, balanced, and long-term. In Myoko, that means contributing to initiatives that improve the experience for both residents and visitors. The goal is to preserve what makes the area unique while making it more accessible and enjoyable.

Through my content and consulting, I connect local Japan with a global audience. I share places, stories, and insights that go beyond the surface.