JAL and four railway companies of JR East, JR West, JR Tokai and JR Shikoku will create a new wide-range tourism model connecting pilgrim and spiritual cultures of Japan for foreign visitors.
Focusing on ‘Dewa Sanzan,’ ‘Kumano Kodo Pilgrimage Routes’ and ‘Shikoku Pilgrimage (Shikoku Henro)’ first, they are promoting sustainable and well-being tourism through local experiences and communications with local people.
They will build a multimodal model combing the JAL’s flight network with JRs’ railway networks to send foreign visitors to local areas and create repeaters.
They opened a special website ‘DISCOVER JAPAN’S SACRED JOURNEYS’ to introduce pilgrim and spiritual cultures of Japan as well as the three fields. In addition, they will develop a joint branding promotions for the three fields.
In November 2026, they will provide a digital stamp app ‘Eki Tag’ in multi languages to encourage visitors to tour the three fields.
