The notion of sustainable tourism has been widely recognized since the 1990s. This chapter introduces the case of Kuriyama, Nikko City in Japan, which has been developed in rich culture and history. While Kuriyama has magnificent landscapes every season, challenges include the lessening of the labor force, natural disasters, poor accessibility and the merge into Nikko City that hinder local tourism to become sustainable. Several initiatives were taken by the local people and outsiders. The lessons learned from the initiatives present both tangible and intangible utilization of local resources, effective marketing strategies, the partnership within the community and the paradigm shift from limitation to potential.