Major transportation operators in Japan – East Japan Railway Company (JR East), Central Japan Railway Company, West Japan Railway Company, Shikoku Railway Company, and Japan Airlines Co. – are leading a new initiative that will make it easier for international travellers to discover three of Japan’s ancient pilgrimage regions through experiences centred on nature, reflection, and well-being.
The initiative supports travel into Yamagata’s Dewa Sanzan, the three sacred mountains that symbolise rebirth; Kii Peninsula’s Kumano Kodo, a UNESCO World Heritage Site pilgrimage; and the Shikoku Henro, a circular pilgrimage connecting 88 temples. It will utilise a combination of rail, air, and local transportation.
Rather than landmark-hopping, the five companies are encouraging travellers to explore these regions through walking, nature, spirituality, cultural exchange, and reflection. The programme aims to broaden the appeal of regional Japan to international visitors, directing more travellers beyond the country’s major cities and into smaller communities.
The initiative is focused on the journey rather than a single destination.
In the Dewa Sanzan region, for example, JR East will also use its Joyful Train services, specially designed trains that make the journey itself part of the travel experience, to connect international visitors with Yamagata’s landscapes, culture, and regional attractions.
