Building on the achievements of the United Nations World Tourism Organization Congress held in Yamagata City in 2018, Yamagata Prefecture, Japan hosted the ‘Snow and Culture Themed Conference on Tourism Promotion in the Tohoku Region’ at Tendo Onsen on February 1, 2019. Travel agencies and media from Taiwan, Hong Kong, China, and Korea participated in the Conference. Keynote lecture, presentations by representatives of each prefecture in Tohoku region, business consultation sessions, and many other events were held to promote the Tohoku region overseas.