ABOUT US
Tours that explore a hidden side of Japan… and help preserve it
WHO WE ARE
Put simply, we are Kumano regional experts because Kumano travel is all we do. We are hyper-local and ultra-specialized in this area and we are passionate about sharing it with others. Together with our close-knit network of local partners, we are beyond excited to put our extensive firsthand knowledge and years of travel expertise towards crafting your one-of-a-kind immersive adventure in Japan.
WHAT WE DO
Kumano Adventures seeks to offer life-changing travel experiences to visitors searching for unique adventures in Japan, while simultaneously preserving the disappearing cultural heritage of the Kumano area.
Located south of Osaka across Wakayama, Mie, and Nara prefectures, the Kumano area is full of some of Japan’s most sacred sites, as it is a network of ancient pilgrimage routes used by former emperors and common people alike. Through lush forests and alongside brilliant sea views, they wind past Japan’s tallest waterfall, largest torii gate, and the birthplace of Shingon Buddhism. They connect the three large Kumano Sanzan shrines (revered throughout Japan as visiting them brings good fortune to your past, present and future lives), as well as 99 smaller shines, their distinctive red architecture set against a breathtaking mountainous backdrop. Known as the Kumano Kodo (or “ancient paths to Kumano”), this pilgrimage is one of only two to be designated with UNESCO World Heritage status, the other being the Camino de Santiago pilgrimage in Spain.
Much of Japan’s cultural heritage exists outside of its urban metropolises, such as Kyoto, Tokyo, and Osaka. Yet, few venture beyond these familiar places to explore it. Those who do so are rewarded with the opportunity to partake in ancient local festivals, meet expert craftspeople, dine on Michelin-quality food, and photograph torii gates in breathtaking natural settings, all without the tourist crowds (and quite often without any other tourists at all). Rather than canned tour speeches and a set itinerary used again and again for every customer, Kumano Adventures designs unique tours that make the most of whatever is in season for the area. For instance, depending on the day, a mountainside restaurant owner could decide to open his doors, the weather might be good enough for stand-up log rafting, a Buddhist temple might be hosting a community meditation, or a local parade could be taking place. A cookie-cutter itinerary wouldn’t be able to take advantage of these timely opportunities. For this reason, our travelers are able to witness this part of Japan authentically, as it truly is in time—rather than as an orchestrated, repeatable performance.
Unfortunately, due to rapid urbanization, many places in Japan’s heartland, and the traditions kept alive there, are disappearing. Some areas are expected to be completely uninhabited as early as 2040. Gone with them will be a way of life that has existed for thousands of years, from traditional rice farming, to age-old fire festivals, to simply the slower pace of life that exists outside of Japan’s major cities. For this reason, we aim to harness the positive economic impact that tourism can provide to help benefit these destinations, as well as provide visitors with an intimate understanding of them on an unforgettable journey. We do this by working closely with local partners to ensure what you spend on your journey stays in the community.
OUR MISSION: IMPACT FOCUSED TRAVEL
As a social enterprise, we take our commitment to our local communities’ well-being seriously. For this reason, we follow international standards set by the Impact Management Project (IMP) to determine the extent of our impact on them.
The IMP has convened over 2,000 enterprises and investors to build global consensus on how we talk about, measure and manage impact. This consensus provides a common framework to help business understand their impacts on people and the planet, both negative and positive. How we apply this framework to Kumano Adventures is explained across the five dimensions of impact below.
WHO are we impacting?
We aspire to send our guests on unforgettable, culturally immersive, and incredibly fun journeys. However, we strive to foster intercultural understanding for both guests and locals alike, to build a kinder, more interconnected world, one tour at a time.
WHAT is our desired impact?
We aim to preserve the traditions, cultural heritage, and way of life in the Kumano Kodo area. By increasing economic activity and creating jobs in the region, we incentivize people to stay in or move to the area, rather than move to larger cities for work and contribute to the depopulation of Japan’s heartland.
What are the RISKS of unintended impacts?
The largest risks we face are the consequences of overtourism: environmental degradation (such as litter and air pollution) and the displacement of local people (via rising prices and housing shortages caused by an increase in vacation rentals). We manage these risks by limiting the number and size of our tours and working closely with local governmental organizations, such as tourism associations, to monitor any potential negative impacts we may create. We also offset the carbon emissions of our guests to partially mitigate our negative impact on the climate crisis.
HOW MUCH have we made a difference?
The metrics we use to track our positive impact include how much money has stayed in the community from our tours, and how many people moved to the Kumano Kodo area from the city due to our tours and the economic stimulus they provide for the area. We are presently working to publish these metrics in an annual impact report.
Did we actually CONTRIBUTE to real change?
In other words, if Kumano Adventures did not exist, would the positive impacts attributed to our efforts have occurred otherwise? Or would even better outcomes have taken place without the efforts of our social enterprise? This question ensures that the work we are doing is moving the needle and creating truly meaningful positive impact.
MEET OUR TEAM
Giuliana Alfinito | Founder
Giuliana moved to Japan in 2017 as an Assistant Language Teacher on the Japan Exchange and Teaching (JET) Program. By happenstance, she was hired to work in Shingu City—the sister city of her hometown of Santa Cruz, California. After receiving an MBA from Northeastern University in 2021, and working within the impact investing field, she founded Kumano Adventures in 2023. She has visited over thirty countries and is deeply passionate about grassroots diplomacy through cross-cultural experiences.
Todd Van Horne | Managing Director
Moving to Japan more than 25 years ago, Todd has established a profound understanding of Japanese culture and business practices. He has been active with Kumano Kodo English guides since 2004. After starting a restaurant and working in international trade in a Japanese work environment, he earned an MBA from Quantic School of Business and Technology. Now he owns a business in early childhood education and works on improving the international outreach of the Nanki-Kumano Geopark. These, coupled with deep-rooted connections in Japan, position him uniquely for a leading role in Kumano’s inbound tourism.