JR East today announced a new initiative with four of Japan’s major transportation companies aimed at travelers seeking more than sightseeing. This collaboration will make it easier for international travelers to discover three of Japan’s ancient pilgrimage regions through experiences centered on nature, reflection, and well-being.
The initiative brings together East Japan Railway Company (JR East), Central Japan Railway Company (JR Central), West Japan Railway Company (JR West), Shikoku Railway Company (JR Shikoku), and Japan Airlines Co., Ltd. (JAL) to Dewa Sanzan (Yamagata), three sacred mountains that symbolize rebirth; the Kumano Kodo (Kii Peninsula), a UNESCO World Heritage Site pilgrimage; and the Shikoku Henro, a circular pilgrimage connecting 88 temples, through a combination of rail, air, and local transportation.
Rather than landmark-hopping, the five companies are encouraging travelers to explore these regions through walking, nature, spirituality, cultural exchange, and reflection. The program aims to broaden the appeal of regional Japan to international visitors, directing more travelers beyond the country’s major cities and into smaller communities. In the Dewa Sanzan region, 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.
The launch comes as Japan welcomes record numbers of international visitors. According to the Japan National Tourism Organization (JNTO)*1, the country received more than 42.6 million overseas visitors in 2025, surpassing the previous annual record. At the same time, wellness tourism has become a major global travel market, with worldwide expenditure estimated at US$894 billion in 2024, according to the Global Wellness Institute (GWI)*2.
The five companies see Japan’s pilgrimage traditions as a natural fit for this travel landscape. Unlike conventional sightseeing, these pilgrimages support reflection, well-being, and a deeper connection with the places they visit. Like the pilgrimage routes themselves, the initiative is focused on the journey rather than a single destination, taking travelers through mountains, forests, villages, and communities. Whether travelers are walking ancient trails or traveling aboard JR East’s Shinkansen and local trains, the experience of moving through a region becomes an integral
part of the trip.
