Tokyo chosen to host the 2020 Olympic Games, there has been an increasing interest in sports tourism as a source for generating new demand in overall tourism to Japan. However, currently we have not seen what we could call an exemplary model for success domestically thus far. What is the important factor to succeed in sports tourism? Based on the research and analysis of the success of Honolulu Marathon, which has been annually drawn over 10,000 Japanese participants for 45 years, we hope to contribute to the development of sports tourism in Japan by finding a core competency that will produce sustainable value in this field.
