For Immediate Release | Official News Wire for the Travel Industry

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Puerto Rico Tourism: Out with the old, in with the new

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“Since our inception last July, we hit the ground running to accelerate the tourism economy,” said Brad Dean, CEO of Discover Puerto Rico. “This brand campaign follows a strong publicity effort that set up Puerto Rico as the top place to visit in 2019 and a recently revamped website, DiscoverPuertoRico.com.

“The creative highlights our two strongest assets – our culture and our people – and will help us strengthen traveler’s familiarity with what makes our Island one-of-a-kind.”  The campaign officially launches today across digital channels via digital banners, social, pre-roll and a follow-up TV spot that will launch in coming weeks in key markets. Additional marketing support is expected throughout the rest of 2019, to attract visitors to the Island during the summer travel season.”

Discover Puerto Rico, Puerto Rico’s newly-established Destination Marketing Organization (DMO), announced today the rollout of Puerto Rico’s brand campaign called “Have We Met Yet?” which draws inspiration from Puerto Rico’s cultural and natural offerings and at its essence, focuses on the hospitable and welcoming nature of its people. By posing the question “Have We Met Yet?” the creative re-introduces the Island to the world and brings to life the exotic yet familiar essence of Puerto Rico. As the U.S. mainland’s “neighbor to the south,” the new campaign showcases through Puerto Rico’s iconic doors how the Island welcomes visitors with open arms.

Following extensive research that showed that Puerto Rico’s brand identity was neutral in the minds of travelers, this new campaign is this next phase of Discover Puerto Rico’s brand repositioning process, enabling the Island to fully capitalize on its rich tourism product offerings and emerge as a leading Caribbean destination. The creative repositions the island as that neighbor that one dreams of – with the festive flair, the ocean view, the incredible art collection, the delicious food. Puerto Rico is the neighbor you’ll laugh with, celebrate with, and maybe even fall in love with.

“Puerto Rico’s people, its rich culture and unparalleled natural offerings, combined with the fact that it’s a U.S. territory and easily accessible, were key factors that led to this creative. We’re excited to debut this brand campaign as it opens the door, literally, to endless possibilities that showcase the spirit of the Puerto Rican people and everything the Island has to offer,” said Leah Chandler, CMO of Discover Puerto Rico.

Travelers exposed to the new brand campaign will be immediately drawn by the colorful vibrant doors and stunning imagery found throughout the Island. The creative highlights many aspects that make Puerto Rico a unique destination—ranging from its people, its cuisine, its festive spirit, its natural attractions, and much more.

“The campaign invites travelers to visit Puerto Rico and meet us, the neighbor that you can’t live without,” said Chandler. “Puerto Rico was named the #1 Place to Visit in 2019 by the New York Times and has topped over 20 other notable lists of places to visit this year,” she added. “We want to send a message to all travelers that this is THE year to visit Puerto Rico. The entire island is eager to welcome them.”

The creative was ideated and produced by Beautiful Destinations, with support from local production crews who traveled throughout the Island to capture the beautiful scenery, thousands of colorful doors, and welcoming faces of the Puerto Rican people.

To view the “Have We Met Yet?” creative online, visit YouTube.com/DiscoverPuertoRico and be on the lookout for additional campaign creative coming soon.

Travel News | eTurboNews

Thomas Cook selling its travel business: Chinese investment fund interested

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Thomas Cook is the world’s oldest tour operator and was founded in Market Harborough in 1841 by businessman Thomas Cook. It started off with organized railway outings for members of the local temperance movement.

The travel company received approaches for parts of its business and the company as a whole, according to reports. The business put its airline up for sale in February and it said last month it would close 21 stores across the country and cut more than 300 jobs.

Chinese investment firm Fosun International could be a bidder for the company’s tour operating business, which runs a joint venture with Thomas Cook in China. It could be months before any formal offer is lodged, and there is no guarantee one will be made.

Thomas Cook now has annual sales of £9bn, 19 million customers a year and 22,000 staff operating in 16 countries.

In September, Thomas Cook said profits would be hit after the summer heat wave saw many take their holidays in the UK. It issued a second profit warning in November, when it said winter bookings were also down.

The shop closures will take the number of Thomas Cook outlets down to 566. It said a consultation with staff and unions had begun.

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Latest in the Sri Lanka wave of terror: Holy Sites must be respected

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The latest from Sri Lanka in regards to eight deadly terror attacks on Easter Sunday leaves 290 dead and more than 500 people injured.

Among the dead are also foreign tourists including 3 from India, 1 from Portugal, 2 from Turkey, 3 from the UK, and 2 with both a U.S. and U.K. citizenship
9 foreigners are missing, 25 unidentified bodies are also believed to be foreigners.

The German embassy is working on identifying possible German tourists among the victims.

Bombs explosions were reported yesterday in eight locations

  • Katuwapitiya Church
  • Kochikade Church
  • Church in Batticaloa
  • Shangri-La Hotel, Colombo
  • Cinnamon Grand hotel
  • Kingsbury Hotel, Colombo
  • Dehiwala
  • Dematagoda

An improvised explosive device (IED) was discovered in close proximity to the Bandaranaike International Airport in Colombo last night. The IED was successfully diffused and detonated by the members of the Sri Lanka Air Force.  The bomb was discovered along the Adiambalama road, in close proximity to the BIA hours before President Maithripala Sirisena returned to the country.

According to the Crime Division of the Sri Lanka Police (CCD) 13 individuals linked to the attack last night were arrested and 10 of them were later transferred into the custody for further investigations.

Officers of the Wellwatte police late last night managed to take into custody a van and a driver believed to have been used to transport the attackers. 24 people have been arrested thus far in relation to the incidents.

Schools and Universities remain closed, scheduled government examinations have been postponed. The Colombo Stock Exchange last night announced that they would not be open for trading until further notice.

The United States of America and the United Kingdom have issued travel advisories for Sri Lanka.

In the meantime, curfews and social media and instant message shut down are in effect in Sri Lanka.

Sri Lanka had planned to double tourist arrivals next year. This may be a big test to achieve such numbers.

The attacks that took place yesterday has also drawn international condemnation.

Here are some of their messages:

POPE FRANCIS

“I learned with sadness and pain of the news of the grave attacks, that precisely today, Easter, brought mourning and pain to churches and other places where people were gathered in Sri Lanka,” he told tens of thousands of people in St. Peter’s Square to hear his Easter Sunday message.

“I wish to express my affectionate closeness to the Christian community, hit while it was gathered in prayer, and to all the victims of such cruel violence.”

WORLD JEWISH CONGRESS PRESIDENT RONALD S. LAUDER

“World Jewry – in fact all civilized people – denounce this heinous outrage and appeal for zero tolerance of those who use terror to advance their objectives. This truly barbarous assault on peaceful worshippers on one of the holiest days in the Christian calendar serves as a painful reminder that the war against terror must be at the top of the international agenda and pursued relentlessly,” he said in a statement.

ARCHBISHOP OF CANTERBURY, JUSTIN WELBY, SPIRITUAL LEADER OF THE CHURCH OF ENGLAND

“The will to power leads to the murder of innocents in Sri Lanka. The utterly despicable destruction that on this holiest of days seeks to challenge the reality of the risen Christ. To say that darkness will conquer, that our choice is surrender or death. Jesus chose to defy this darkness and he is risen indeed.”

U.S. PRESIDENT DONALD TRUMP

“The United States offers heartfelt condolences to the great people of Sri Lanka. We stand ready to help!,” he tweeted.

INDIAN PRIME MINISTER NARENDRA MODI

“Strongly condemn the horrific blasts in Sri Lanka. There is no place for such barbarism in our region. India stands in solidarity with the people of Sri Lanka. My thoughts are with the bereaved families and prayers with the injured,” he said on Twitter.

PAKISTAN’S PRIME MINISTER IMRAN KHAN

“Strongly condemn the horrific terrorist attack in Sri Lanka on Easter Sunday resulting in precious lives lost and hundreds injured. My profound condolences go to our Sri Lankan brethren. Pakistan stands in complete solidarity with Sri Lanka in their hour of grief,” he tweeted.

RUSSIAN PRESIDENT VLADIMIR PUTIN

“Vladimir Putin expressed condolences to Sri Lanka President Maithripala Sirisena in connection with tragic consequences of terrorist acts,” his English Twitter account said.

GERMAN CHANCELLOR ANGELA MERKEL

“It is shocking that people who had gathered to celebrate Easter were the deliberate target of vicious attacks,” she wrote in a letter of condolence to Sri Lanka’s president.

FRENCH PRESIDENT EMMANUEL MACRON

“Deep sorrow following the terrorist attacks against churches and hotels in Sri Lanka. We firmly condemn these heinous acts. All our solidarity with the people of Sri Lanka and our thoughts go out to all victims’ relatives on this Easter Day,” he said on Twitter.

IRANIAN FOREIGN MINISTER MOHAMMAD JAVAD ZARIF

“Terribly saddened by terrorist attacks on Sri Lankan worshippers during Easter. Condolences to friendly govt & people of Sri Lanka. Our thoughts & prayers with the victims & their families. Terrorism is a global menace with no religion: it must be condemned & confronted globally,” he said on Twitter.

NEW ZEALAND PRIME MINISTER JACINDA ARDERN

“New Zealand condemns all acts of terrorism, and our resolve has only been strengthened by the attack on our soil on the 15th of March. To see an attack in Sri Lanka while people were in churches and at hotels is devastating,” she said in a written statement.

“New Zealand rejects all forms of extremism and stands for freedom of religion and the right to worship safely. Collectively we must find the will and the answers to end such violence.”

SRI LANKA EMBASSY

It was with horror and sadness we heard of the bombings in Sri Lanka costing the lives of so many people. We condemn the horrendous attacks targetting innocent civilians. Our sympathies go out to all the victims. Maldives stands in solidarity with people & Govt. of Sri Lanka.

TORONTO

The Toronto sign has been dimmed in solidarity with Sri Lanka following today’s tragic attacks. We join our Sri Lankan community and our Christian community in mourning those killed and pray for the recovery of those injured.

Travel News | eTurboNews

Sri Lanka: More attacks in progress, Internet off, Curfew ordered: European Union offers support and issues statement

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The European Union High Representative Vice-President Federica Mogherini issued a statement after the deadly terrorist attacks in Sri Lanka this morning

In the meantime, new attacks are reported. The situation in Sri Lanka is still developing.

A hotel official at the Cinnamon Grand, near the prime minister’s official residence, said the explosion ripped through a restaurant and killed at least one person.

At least 160 people died today in Sri Lanka, among them 35 foreigners are unconfirmed numbers.

A seventh explosion was also reported at a hotel near the zoo in Dehiwala, in southern Colombo, with two deaths. The zoo has been closed. A curfew has been imposed from 18:00 to 06:00 local time (12:30-00:30 GMT).

Sri Lanka has shut down social media and messaging services in the country
While this is happening news is coming in of a possible eighth explosion and exchange of gunfire in the Colombo district of Dematagoda, but this has not yet been confirmed.
A curfew has been imposed from 18:00 to 06:00 local time (12:30-00:30 GMT).
Sri Lanka has shut down social media and messaging services in the country
A series of coordinated attacks hit churches and hotels in Sri Lanka this morning, causing extreme devastation. With men, women and children, from all walks of life and from different nationalities among the victims, this is a truly sad day for the country and for the world.
The European Union offers its most sincere condolences to the families and friends of those who have been killed and wishes a speedy recovery to the many wounded.
Easter Sunday is a special moment for Christians around the world. It is a time to give thanks, for remembrance, celebration, and peaceful prayer. Such acts of violence on this Holy Day are acts of violence against all beliefs and denominations, and against all those who value the freedom of religion and the choice to worship.
The European Union stands in solidarity with the people of Sri Lanka and the Sri Lankan authorities at this difficult time. The European Union is also ready to offer support.

Travel News | eTurboNews

India’s Jet Airways halts all international and domestic operations

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One of India’s major airlines, Jet Airways, has announced it is temporarily halting flight operations on Wednesday after the carrier failed to secure the “critical interim funding” necessary for the company to remain afloat.

Jet Airways will operate the last flight on Wednesday as it cancels all its international and domestic flights, the airline said in a statement. It explained that it cannot afford to pay for fuel or other critical services to keep the operations going, as all its months-long attempts to seek both interim and long-term funding were in vain.

“Unfortunately, despite its very best efforts, the airline has been left with no other choice today but to go ahead with a temporary suspension of flight operations,” the statement reads.

Earlier this month, the airline’s fleet was significantly reduced to just five aircraft and it was forced to suspend international operations. On Wednesday, the Jet Airways website listed only 37 domestic flights and had an additional nine-page list of canceled flights, saying that the schedule was impacted by “operational reasons.”

The troubled company failed to receive a stop-gap loan of about $217 million from its lenders as part of a rescue deal agreed in late March, Reuters earlier reported.

“Bankers did not want to go for a piecemeal approach which would keep the carrier flying for a few days and then again risk having Jet come back for more interim funding,” an unnamed bank source in the negotiations on the debt resolution process told the agency.

The uncertainty over the crucial funding crashed Jet Airways stock on Tuesday, with shares plunging around 20 percent.

Employees have been hit hardest by the crisis in the company and have reportedly not been paid in months. The pilots even called on the State Bank of India (SBI) to release the necessary funds and appealed to India’s Prime Minister Narendra Modi to save 20,000 jobs which may be lost in the shutdown.

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India’s tea gardens beckon tourists

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India, one of the top tea producers in the world, is experimenting with tea tourism in view of the growing interest shown by tourists to visit tea plantations and tea factories. Ambling through a sprawling tea plantation with greenery all around in the early hours of the day watching a group of local women plucking two leaves and a bud at a fast pace with their nimble hands and collecting them into baskets slung on their shoulders is a winning sight for tourists. India now leads to give tea-buffs and tourists a closer understanding of tea by organizing tea tourism at places like Assam, Darjeeling (West Bengal), Nilgiris belt in Tamil Nadu, and a few pockets in Kerala and Karnataka.

Tea tourism is defined as tourism that is motivated by an interest in the history, culture, traditions and consumption of tea. Estate bungalows amidst sweeping acres of manicured tea plantations have now been converted into tourist accommodations. Not just staying in the midst of tea gardens, tea tourists  are taken to a tea factory, where they get to experience how the fresh green leaves are brought into the tea factory for withering to the rolling, drying and shifting stages, grading and packaging and followed by  a tea-tasting session where they could sip some of the finest tea that is grown in that area.

A view of Tea plucking in a tea garden of Assam

Assam in the lead for tea tourism

The first name that crops up in mind for tea tourism is Assam, the largest tea producing region in India.  The Assam Tea Tourism Festival held at Jorhat every year is a big hit with tourists. Staying in a rustic  colonial-era planter’s bungalow has its own charm. Home to more than 800 tea estates in the state,  where amidst luxury and serenity one can drift back in time to days of that elegant colonial aristocracy.  The B & A Limited operates through seven quality Tea Estates in the India’s largest tea growing region of Assam. The Guwahati Tea Action Centre, one of the busiest tea trading facilities in the world, is a place not to be missed. Others  include Corramore Tea Estate, Teloijan Tea Estate and Khongea Tea Estate besides a host of others.

Another major development which is currently in progress is the tourist-friendly makeover of  world’s oldest and biggest tea research center at Tocklai (Assam), with edifices  that each have a story to tell. A.K. Barooah, director of the Tea Research Association, said recently that the Tocklai Guest House, a heritage building, was home to  British tea planters A tea museum will be built with suitable dioramas, models and displays. He said Tocklai can tie-up with other tea tourism enterprises like Kaziranga Golf Resort (Bura Sahib bungalow), Banyan Grove and Thengal Manor bungalow in Jorhat district, the Mancotta chang bungalow and Chowkidingee chang bungalow situated in the heart of Dibrugarh town.”

West Bengal is also fast catching up with Assam in promoting tea tourism. Its Chief Minister Mamata Banerjee last month mentioned that her government will consider tea tourism to benefit tea plantations in the state.

She said, “We have allocated more than Rs. 1,000 crore for the welfare of tea garden workers since 2011. Tea tourism is also under our consideration.”

The WB state government permits one acre of tea estates to be used for tourism purposes. Currently there are 87 operational tea gardens in Darjeeling district covering an aggregated area of about 19,000 hectares under tea plantation. Darjeeling surrounded by tea orchards that produce the famous light-colored and aromatic Darjeeling Tea has the right ingredients for tea tourism. Makaibari Tea Estate and Homestay in Kurseong, 37 kms from Darjeeling, is one of the top tea producing gardens in the world. In the vicinity of  Darjeeling is the Happy valley Tea Estate, one of the highest tea gardens in the world. Raj-era estates located in some of the most scenic destinations in India — the rolling Himalayan foothills of Darjeeling and Dooars beckon tourists. Some famous estates include Glenburn Tea Estate, Sourenee Tea Estate, Singtom Tea Estate and Resort, Ambootia Tea Garden, Barnesbeg Tea Estate and  Castleton Tea Estate among others. Goodricke Group Ltd. is offering tourism opportunities in one of its tea estates in  Darjeeling where it has five gardens.

South India also catching up fast

Besides the Northeast belt, in south it is Tamil Nadu which is home to some of the largest tea-growing belts in the country. Nilgiris in Tamil Nadu is the largest tea producing district in South India, and its tea is  renowned for its aroma and flavor. With Tamil Nadu producing  65% of tea in South India spanning an area of 65,000 hectares, the Nilgiris area offers great scope for tea tourism. Valparai, a quaint hill station located about 100 km from Coimbatore, is teeming with tea plantations. Billimalai Tea Estate at Glendale, about 10 kilometers from Coonoor, is a perfect place to experience  how tea is processed.

Munnar in Kerala is rustic belle of hill stations where acres and acres of tea plantations feast one’s eyes. A visit to country’s first Tea Museum at Nallathanni Estate is highly recommended at it narrates the history of tea production in the region. The Kundala Tea Plantation in Munnar offers tourists the tea making process in great detail. Tea Sanctuary here is home to refurbished vintage colonial style bungalows amidst misty tea plantations. Considered the  highest altitude tea plantation in the world, Kolukkumalai, near Munnar, is known for  preserving the British heritage in tea-making at the factory here. Wayanad in Kalpatta district produces substantial amount of tea whose lush green tea gardens are a feast for the sore eyes. The Wayanad Tea County in the midst  of the picturesque  395 acre estate, many  vantage viewpoints, and trekking routes is a better option.

In Karnataka, Coorg, and  the Baba Budan Hills in Chickmagalur are tea-producing regions, but tea tourism is yet to catch here.

Travel News | eTurboNews

IMEX to deliver surprise and creativity with new Discovery Zone

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Holograms, robots, magic, music and art are among the surprises set to inspire and delight attendees at IMEX in Frankfurt, taking place 21- 23 May.

The show’s new Discovery Zone is packed with education and experiences to fire up the imagination of event planners and exhibitors alike. It’s designed to help them to question the conventional and explore fresh approaches to business events, with a strong emphasis on ‘experiential’.

Carina Bauer, CEO of the IMEX Group, explains: “There are some surprises in store for attendees this year! We don’t believe in ‘business as usual’ and are always evolving and looking for new and engaging ways to encourage innovation in the industry – our new Discovery Zone is the perfect way to do this.”

Robots and holograms

Many innovations at the Discovery Zone turn conventional thinking on its head. Think a piano is played using hands? Think again! ‘Mister Piano’ is a walking piano played using the feet and attendees can put their fancy footwork to the test to hit the right notes. Attendees can also go hands-on and tap into their inner artist at a painting party, craft their own bespoke luggage tags and even take part in fire-infused magic tricks. A talking robot, holographic show and 360degree photography booth are also among the engaging experiences this year.

Practical applications of event tech, diversity and a firm focus on future-thinking all form part of a packed program of sessions at The ZEUS Innovators Club. Attendees will also find the Inspiration Hub – the show’s learning powerhouse – in the Discovery Zone, with sessions covering hot topics such as sustainability and diversity to business skills and creative learning.

Tap into your creative streak at the new Discovery Zone

Fresh green grass and a swing

Prepare for sensory overload and explore the great outdoors while dining indoors at the show’s food court – this has been transformed into Central Park, complete with trees, grass and even a swing! Attendees can also kick back with table football, table tennis and other games for some purposeful rest and relaxation.

Carina Bauer continues: “We know our show delivers significant business benefit to buyers and exhibitors. We also know it’s important for them to have the time and space to experiment, discover new experiences and gather fuel for fresh, innovative ideas. Our new Discovery Zone is set to deliver a huge dose of creativity, with a few surprises along the way. Inspired by this year’s Imagination Talking Point, we asked….what if we wove more experiential and fun elements into the show? What if that translated into more business benefit for everyone attending?”

As well as exploring the new corners of the show, attendees can explore new corners of host city, Frankfurt, thanks to a new interactive accommodation booking map. The map on the IMEX website, powered by Stay 22, provides a simple and efficient overview of many of the independent accommodation options in and around the German city.

Some of the IMEX team took an extended day trip to Frankfurt earlier this year to sample hidden coffee shops, bars, museums and parks in the city. They share memories and tips here.

IMEX in Frankfurt takes place 21 -23 May 2019. Registration for the show is free of charge and open to all who work in the meetings, events and incentive travel industry. EduMonday, its pre-show day of learning and development, is on 20 May (no charge to attend) at Kap Europa next to Messe Frankfurt. 

 

Travel News | eTurboNews

Celebrity Cruises orders fifth Edge-Class cruise ship

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Royal Caribbean Cruises Ltd. today announced that it has entered into an agreement with French shipbuilder Chantiers de l’Atlantique to order a fifth Edge-class ship for delivery in the fall of 2024.

“Edge class made an immediate hit with Celebrity Cruises guests and is a state-of-the-art example of technical excellence and elegant design,” said Richard D. Fain, Chairman and CEO, Royal Caribbean Cruises Ltd. “We can’t wait to build the next one.”

“Celebrity Edge has delighted our guests and affirmed Celebrity Cruises as the leading modern luxury brand. Chantiers de l’Atlantique has been a brilliant partner and we look forward to creating another amazing vessel with them,” said Lisa Lutoff-Perlo, President and CEO, Celebrity Cruises.

“We are really proud and happy to have built such an outstanding relationship with our customer, based on mutual trust and driven by the spirit of innovation,” said Laurent Castaing, General Manager, Chantiers de l’Atlantique. “After the four Millennium-class ships at the beginning of 2000’s and the four Edge-class ships, this is the ninth ship ordered by Celebrity Cruises at our shipyard and it will be the 24th vessel built by Chantiers de l’Atlantique and operated by RCL. This is a real testimony of the exceptional level of cooperation we reached together.”

Celebrity Edge was delivered in 2018. Three other Edge-class ships were ordered earlier and are scheduled for delivery in 2020, 2021 and 2022. This new order is contingent upon financing.

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10 tourists trapped by avalanches rescued in China’s Xinjiang

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Ten people have been rescued Tuesday after being trapped by avalanches in a mountainous area in Changji, northwest China’s Xinjiang Uygur Autonomous Region, according to Xinjiang forest fire brigade.

They were rescued by two helicopters and transported to Urumqi, the regional capital of Xinjiang. Among them, two people who were lightly injured have been taken to the hospital.

The snowslide was first reported on Monday to hit a valley in Urumqi, but later confirmed to strike a grassland in the Ashili township in Changji, a city near Urumqi, said Urumqi’s fire brigade.

The rescue forces could not reach the site at around 3,500 meters above sea level as the avalanches blocked the road. The local emergency department asked for helicopters to join the rescue efforts.

According to the Xinjiang forest fire brigade, several people decided to climb mountains during the Tomb-sweeping Day holiday. They encountered avalanches on Saturday and got trapped.

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A Japanese castle, Sanjuro the cat, and a remarkable recovery in tourism

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Bitchū Matsuyama Castle, also known as Takahashi Castle, is a castle located in Takahashi, Okayama Prefecture, Japan. It is not to be confused with Matsuyama Castle in Matsuyama, Ehime Prefecture.

The Takahashi City Tourist Association is upbeat, with an official of the association saying: “We want to liven up the whole city with Sanjuro.”

A feline “lord” of Bitchu Matsuyama Castle in Takahashi, Okayama Prefecture, is contributing to a recovery in tourism that was dealt a heavy hit from natural disasters last summer.

The name of the cat lord of the popular castle, which is nicknamed “castle in the sky”, is Sanjuro. He settled in the precincts of the castle in the wake of torrential rains in western Japan in July last year.

Because Sanjuro is super-friendly to people, he has attracted attention on social media.

The number of tourists coming to the castle, that fell at one point after the torrential rains, recovered rapidly, thanks to Sanjuro. He is now serving as a living “beckoning cat”, the auspicious cat statue often displayed in stores and other businesses.

Sanjuro is a male with white and brown fur. He is thought to be three or four years old.

On July 21 last year, castle cleaner Ryoichi Motohara found the cat wandering in the castle’s Sannomaru area. “At the time, I thought he was an abandoned cat, because he was very skinny.”

After observing the cat for several days, the cleaner started feeding him. From then, he began appearing in the castle’s Honmaru main area, mingling with tourists.

The cat never got angry when people would touch him. He responded to people with cute manners while purring. He became widely known through word of mouth and via online sites.

The tourist association gave the cat the name Sanjuro in tribute to Tani Sanjuro, a samurai warrior of the Bitchu Matsuyama clan who served as a troop captain of Shinsengumi, a samurai squad in the last years of the Edo period (1603-1867).

As the number of newspaper articles and TV programmes reporting about Sanjuro grew, his owner was identified around October last year.

Ms Megumi Nanba, 40, who lives in the city about 6km from the castle, said that she had been searching for her cat, who ran away from their home on July 14.

As she loved her cat and he was also was attached to her children, Ms Nanba at first wanted to take him back home. Eventually, though, Ms Nanba and her family members discussed the matter and decided to hand over their cat to the tourist association.

“I was really relieved when I found out he was alive. If he likes living in the castle, it is good for him (to stay there),” she said.

In November last year, an official of the tourist association took him home to prepare for a media presentation, and Sanjuro ran away again.

Although the association tried to find him by distributing leaflets and other means, Sanjuro could not been found, which made officials of the association increasingly worried.

Sanjuro was finally found 19 days later. Since then, the officials have kept him inside the castle’s administrative office building in the Honmaru area so as not to have such a painful feeling again.

In December last year, the association officially appointed Sanjuro to the post of “castle lord cat”. His duty as the castle lord is to stroll around in the castle twice a day, with officials holding him on a leash.

Sanjuro is highly popular for his friendliness towards visitors, such as rubbing against people’s legs and neatly sitting down on their knees.

According to the tourist association, the number of visitors in July last year in the wake of the torrential rains fell to about 20 per cent compared with that in the previous year. But in February this year, the number passed 4,000 – 40 per cent higher than that in the previous year.

The association designated March 16 as the “Day of Sanjuro” as a play on words – 3 (san), 10 (ju) and 6 (roku) – and held an event.

Tourists from across the nation swarmed to take photos of Sanjuro that day.

Ms Miho Hatanaka, 44, from Otake, Hiroshima Prefecture, said: “He is so friendly and tame. I wish I could hug him a long time.”

Her daughter Nanami, a nine-year-old elementary school student, said: “He’s so cute. I hope he keeps playing the role of castle lord.”

The association produces official items with his photo such as key chains and postcards, as well as digital stamps which can be used on LINE, a free communication app.

Manager of the tourist association Hideo Aihara said: “With Sanjuro at the core, new movements including developments of items and event plans have been occurring.

“We want to expand this positive trend while cooperating with various entities.”

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