Toyama Prefecture has announced that the new nickname for Toyama Airport will be “Toyama Takayama Sushi Airport.”
This was revealed at the governor’s press conference held on the afternoon of July 8. The current nickname of Toyama Airport is “Toyama Kitokito Airport,” which was chosen through a public contest as part of the projects commemorating the 130th anniversary of the establishment of Toyama Prefecture. “Kitokito” is a local dialect word in Toyama that means “fresh” or “full of vitality.”
Toyama Airport introduced a mixed-type concession in April and began operations under JPiX–OC Consortium, a special purpose company formed by Japan Co-Creation Platform and Oriental Consultants. Meanwhile, in fiscal year 2025, the number of airport users decreased year-on-year for the first time in five years. Although it has been decided that the Taipei route will resume as a scheduled international service for the first time in about six years, many other international routes remain suspended.
The word “sushi” in the new nickname leverages its global recognition and immediate intuitiveness, while “Takayama” is intended to highlight the airport’s role as an air gateway to the Hida–Takayama region. The aim is to provide an opportunity for inbound visitors who do not yet know Toyama to become aware of its existence, thereby increasing recognition of Toyama and promoting tourism to the region.
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