Saijo City (Japan) signs partnership agreement with M&C Holdings to deploy City Whisper - First GPS-powered multilingual tourism guide app

Saijo City in Ehime Prefecture has announced a breakthrough pilot project: deploying “City Whisper” - a multilingual audio guide app with GPS integration for foreign tourists. This is the first city-wide implementation of this technology in Japan.

Background and challenges

Saijo boasts unique tourism resources: Mount Ishizuchi (石鎚山) - the highest peak in western Japan, and the abundant underground water source “Uchinuki” selected as one of Japan’s Top 100 Water Sources. However, the city faces several challenges:

Current limitations:

• Lack of multilingual signage
• Shortage of foreign language-speaking guides
• Foreign tourists concentrate at a few famous spots, not spreading throughout the city

Actual needs: With the recovery of inbound tourism, the number of foreign visitors to Saijo is increasing. The city has worked to support 4 languages (English, Chinese, Korean, Vietnamese) but still cannot meet demand.

City Whisper - Technology solution

City Whisper is a smart audio guide service with these features:

1. Automatic multilingual support

• Supports multiple popular languages
• Automatically detects user’s language
• Natural, easy-to-listen voice

2. Smart GPS integration

• Automatically activates when reaching destinations
• Guides along actual routes
• No need for constant internet connection

3. Rich content

• Historical and cultural explanations of landmarks
• Local cuisine information
• Suggested tour routes

4. Map integration

• Integrates with popular map applications
• Shows current location and destinations
• Suggests nearby attractions

Pilot project details

Period: September 10, 2026 - March 31, 2027 (6 months)

Scope: Entire Saijo City

Partners:

• Saijo City: Provides content, attraction data
• M&C Holdings: Provides City Whisper system, technical support

Evaluation goals:

• Analyze usage patterns
• Collect user feedback
• Assess effectiveness in attracting tourists
• Consider feature expansion (restaurant, hotel information)

Impact on local tourism

Benefits for tourists

• Freedom to explore: Not dependent on guides
• Cost savings: Free or low cost
• Deep experience: Understand local culture and history
• Flexibility: Tour at your own pace

Benefits for local businesses

• Increase visitors: Attract customers to lesser-known spots
• Eliminate language barriers: No need for foreign language staff
• Automatic promotion: Introduce products and services via app

Benefits for government

• Address labor shortage: Compensate for lack of guides
• Enhance image: Showcase as a high-tech city
• Data collection: Understand tourist behavior

Comparison with traditional solutions

Criteria	Human guides	Multilingual signs	City Whisper
Cost	High	Medium	Low
Flexibility	Low	Low	High
Coverage	Limited	Limited	Wide
Update ease	Difficult	Difficult	Easy
Personal experience	High	Low	Medium

Potential for expansion

Saijo’s success can become a model for other localities:

Cities with potential:

• Kyoto, Nara - historical sites
• Hokkaido, Okinawa - nature tourism
• Osaka, Fukuoka - food and shopping

Success factors:

• High-quality, diverse content
• User-friendly interface
• Multilingual support
• Integration with public transportation

Connection to technology trends

City Whisper aligns with current trends:

1. Contactless tourism

• No direct contact needed
• Safe in post-pandemic context

2. Personalized experience

• Each person has their own experience
• Choose content based on preferences

3. Sustainable tourism

• Reduce paper material printing
• Distribute tourists evenly, reduce overcrowding

4. Smart city

• Integrate with smart infrastructure
• Real-time data

Challenges and solutions

Technical challenges

• Internet connection: Some areas have weak signals

  • Solution: Cache content offline

• Phone battery: GPS usage drains battery

  • Solution: Optimize, suggest bringing power banks

• GPS accuracy: Inaccurate indoors

  • Solution: Combine with Bluetooth beacons

Content challenges

• Translation quality: Need accurate, natural translations

  • Solution: Combine AI with native translators

• Information updates: Attractions change

  • Solution: Easy-to-update CMS system

Future of smart tourism

City Whisper is just the beginning. Future possibilities:

1. AR (Augmented Reality)

• Display information overlaid on real images
• Recreate historical scenes

2. AI recommendation

• Personalized route suggestions
• Predict preferences

3. Voice interaction

• Direct Q&A with AI
• Request specific information

4. Social features

• Share experiences
• Reviews and ratings

Lessons for Vietnam

Vietnamese tourist cities can learn from this:

Hue, Hoi An, Da Nang:

• Rich historical sites
• High demand for multilingual guides
• Available technology infrastructure

Potential benefits:

• Reduce guide training costs
• Enhance tourist experience
• More effective cultural promotion

Conclusion

City Whisper in Saijo is not just a technology application but also a smart, sustainable tourism model. The project demonstrates the combination of cultural preservation and technological innovation, creating unique experiences for tourists.

Saijo’s success will be an inspiration for other localities in Japan and Asia, opening a new era for inbound tourism in the digital age.

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Source: プレスリリース：【全国初】スマホで巡る観光音声ガイドの実証実験を西条市内で開始 — 愛媛県西条市, September 8, 2026