Japan’s JR Group and JAL Launch Regional Pilgrimage Programme
Five major transport companies, including Japan Airlines, are collaborating to draw international visitors to sacred sites like Kumano Kodo and Shikoku Henro, moving beyond urban centres.
New Programme Connects Sacred Regions
East Japan Railway Co (JR East), Central Japan Railway Co (JR Central), West Japan Railway Co (JR West), Shikoku Railway Co (JR Shikoku), and Japan Airlines Co Ltd (JAL) have partnered to introduce a new travel initiative. This collaboration aims to simplify access for international travellers interested in exploring three of Japan’s ancient pilgrimage regions.
The programme focuses on experiences rooted in nature, personal reflection, and well-being, encouraging visitors to engage with the country’s cultural depth rather than merely visiting landmarks. By promoting these sacred sites, the initiative seeks to direct more international tourism towards regional Japan, extending beyond its major cities into smaller communities.
Linking Historic Pilgrimage Routes
The initiative connects three significant pilgrimage areas: Dewa Sanzan in Yamagata, comprising three sacred mountains symbolising rebirth; the Kumano Kodo on the Kii Peninsula, a UNESCO World Heritage Site; and the Shikoku Henro, a circular pilgrimage route encompassing 88 temples.
Travellers will utilise a combination of rail, air, and local transportation to navigate these routes.
For the Dewa Sanzan region, JR East intends to deploy its unique Joyful Train services, which are specially designed to integrate the rail journey itself into the overall travel activity, connecting international visitors with Yamagata’s distinctive landscapes and cultural offerings.
Aligning with Global Travel Trends
This programme launches as Japan continues to record high numbers of international arrivals. According to the Japan National Tourism Organization (JNTO) on 21 January 2026, the country welcomed over 42.6 million overseas visitors in 2025, setting a new annual record.
Concurrently, the global wellness tourism market has seen substantial growth, with worldwide expenditure estimated at $894 billion in 2024, as reported by the Global Wellness Institute (GWI) on 14 May 2026.
The five collaborating companies view Japan’s established pilgrimage traditions as a natural fit for this expanding travel segment, offering opportunities for deeper engagement and personal enrichment.
Implications for Regional Asian Tourism
This joint venture by Japan’s major transport companies represents a strategic effort to diversify tourism flow and enhance regional economies.
For travellers from across Asia, this programme provides new avenues to explore Japan’s cultural and spiritual heritage beyond conventional city breaks, offering experiences focused on movement through mountains, forests, and local communities.
The emphasis on wellness and cultural immersion could inspire similar regional tourism development in other Asian nations looking to decentralise visitor traffic and promote unique, less-travelled destinations. This approach may also encourage other Asian carriers and rail operators to consider similar intermodal partnerships to open up their own regional attractions.
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