Toyama Bay has been accepted as a member of the Most Beautiful Bays in the World, in recognition not only of its extraordinary views across the ocean towards the Peaks of Tateyama, but for its marine resource conservation activities, centered on fixed net fishing, and its unique flora and fauna, such as the Broad Velvet Shrimp. The Beautiful Toyama Bay Club was established to further improve the Toyama Bay brand, and it is now employing unprecedented ideas and presentations to more widely share Toyama Bay's attractions both in Japan and abroad.