In this workshop Masanori will share his experience of turning local residents into heroes – in his own words: “In many village areas traditional cultures have their own answers to environmental conservation. These important stories are all too often lost, all over the world. For the purpose of environmental conservation, cultural protection, and economic stability of the region, I have empowered residents living in village areas to tell their stories. In doing so, I noticed that official guides and travel agencies do not fully understand the values of these ‘community guides’. International tourists are eager to immerse themselves in the local stories and skills. To tell you the truth, they pay more for tours that truly support local communities. In Mt. Fuji, Fujinomiya City, where I live, in order to convey the intangible cultural value of Mt. Fuji to visitors from around the world, we are practising community-based ecotourism (CBET) by involving local craftsmen. This has gained high praise from all over the world. Tourist Guides can do the same by involving their communities more. This workshop aims to show how to “turn local residents into heroes” as heritage interpreters and facilitators, in cooperation with tourist guides.”