Hoshino Resorts Debuts Mountain Hotel Brand as Japan Tourism Surges

Visiting Japan can be intimidating for foreigners, who tend to stick to the biggest cities. Hoshino Resorts hopes its new brand can lure some of them to the country's beautiful mountains.

Japanese hospitality group Hoshino Resorts announced on Tuesday that it's launching a new hotel brand, seeking to capitalize on Japan's surging nature tourism sector amid record-breaking visitor arrivals.

The new Lucy brand, which will debut this September with its first property in Oze National Park, represents the company's sixth hotel brand following Hoshinoya, Risonare, Kai, Omo, and Beb, and marks a strategic move to