Nishinoya Group

The Nishinoya Group, which operates mainly in the Mimasaka region of Okayama Prefecture , is a tourist complex centered around "travel restaurants" that were founded in Showa. With multiple locations along the Chugoku Mountains and Mimasaka Road, it has become a popular rest stop for drivers and a dining base for tour groups. Offering local cuisine that emphasizes locally sourced ingredients, such as Okayama's famous festival sushi and Horumon Udon (offal stir-fried udon), it also plays a role as a hub for promoting the region's food culture. Furthermore, beyond just dining, the facility incorporates hot springs, a golf course, a tourist farm (fruit picking), and pottery workshops, developing into a stay-type facility where visitors can enjoy "eating, playing, and experiencing" all in one place. It has grown into a multi-purpose tourist hub used not only by tourists but also by local residents. Currently, it serves as a stopover point for tourists visiting the Mimasaka region, supporting the local economy and tourism development.