About Us

Our Story

We are Local Guide Japan. It is our firm belief that the most profound travel experiences come from genuine connections.
This conviction led us to establish our private tour guide business in January 2026, starting in Hakuba Village.

Nestled in the heart of the Northern Japan Alps, Hakuba is a sanctuary of breathtaking peaks, crystal-clear streams, and vibrant forests, and we felt compelled to share its unparalleled richness with the world. We saw a unique opportunity to do so by building bridges—connecting not only our guests to Japan's stunning nature and culture, but also to the local communities who make this region so special.

Our journey began with a simple, heartfelt desire: to reveal a deeper, more authentic side of Japan. This is why we have dedicated ourselves to crafting unforgettable moments that transcend traditional sightseeing, allowing everyone involved—our guests, our guides, and our community—to share, grow, and create memories that will last a lifetime. And as we grow, we look forward to introducing you to more of Japan's hidden gems, extending our passion for authentic connections to communities across the country.

What Guides Us

Our Mission

Fostering Connections, Inspiring Lives

We create lifelong memories for guests from around the world.
We provide a platform that connects guests, guides, and local communities.
We cultivate highly motivated professional guides.
We offer a platform that supports the long-term lifestyle and career growth of our employees.

Our Values

We embrace bold action and continuous innovation.
We cherish every connection: with people, culture, history, and nature.
We grow together with our employees, partners, and the community.

The Team

Founder & CEO , MBA (GLOBIS University)

Lucy Yukiko Kato

As the founder and CEO of Local Guide Japan, Lucy brings 25 years of strategic experience from the pharmaceutical industry. A graduate of GLOBIS University with an MBA, her business acumen is the driving force behind the company’s mission. Holding the Certified Domestic Tour Operations Manager qualification, Lucy’s passion for authentic travel and dedication to sustainable practices ensure every journey is crafted with meticulous care and a commitment to quality.

Vice President & COO

Johnny Ryosuke Matsubara

Johnny is a seasoned guide with over 28 years of experience. A former elite athlete and member of the Japanese National Ski Team, he brings unparalleled expertise to our winter adventures. His passion and extensive certifications in outdoor guiding and rescue extend his mastery to the green season, ensuring a truly exceptional and secure journey for every guest, no matter the time of year.

Safety and
Reliability Initiatives

Our Guide Qualifications

Our guides are not only seasoned professionals but also hold a comprehensive range of certifications to ensure your safety and an exceptional experience.

Outdoor & Safety Certifications

ACA SUP River Guide III
RAJ Rafting Guide
Bush Craft Advanced Instructor (Camping Guide)
Rescue 3

Elite Athletic Background

Former member of the Japanese National Ski Team
Competed at the World Cup and World Championships

Safety Measures
(Increment weather, events
beyond our control, etc.)

Our Right to Cancel

LOCAL GUIDE JAPAN reserves the right to cancel tours due to inclement weather, insufficient bookings, events beyond our control, or other unforeseen circumstances.
In such a case, we may offer alternate dates, or provide a refund excluding a 10% planning fee.

Schedule Changes & Unforeseen Circumstances

Please note that LOCAL GUIDE JAPAN may change your tour or activity schedule due to inclement weather, events beyond our control, or other unforeseen circumstances.
In that case, no refunds for shortened hours will be made.

Our Commitment
to Sustainability

We are dedicated to fostering a sustainable tourism model by providing experiences that honor both local communities and the environment.
We believe in preserving the profound beauty of nature for generations to come, and we are committed to this through two core pillars:

01Environmental Stewardship

Preserving Nature’s Legacy

We are committed to operating with the utmost respect for the natural world. Our goal is to minimize our ecological footprint and ensure the pristine beauty of our surroundings remains intact.

Minimizing Environmental Impact: We meticulously plan and provide eco-conscious activities and are dedicated to the efficient use of resources.
Promoting Awareness: Through our tours, we strive to raise our guests' awareness of environmental conservation, encouraging sustainable travel practices.

02Community Engagement

Thriving in Partnership with Our Community

We are committed to actively contributing to the vitality and cultural preservation of the communities we operate in.

Honoring Local Culture: We curate our tours to deeply respect and showcase the rich traditions and heritage of the region.
Empowering the Local Economy: We build strong partnerships with local businesses and producers to ensure our growth directly contributes to the prosperity of the community.