Beyond Tokyo and Osaka - new initiative aims to boost tourism to Western Japan

Concerned by the significant disparity in tourist distribution within Japan, a coalition of local governments in Western Japan has launched the “Western Golden Route” initiative.

This ambitious project aims to attract a greater share of international tourists, particularly those from Europe, the United States, and Australia, who currently favor the “Golden Route” connecting Tokyo and Osaka.

Glico man sign, Dotonbori, Osaka — Almost 80% of tourists visit areas on the “Golden Route” between Osaka, pictured, and Tokyo

Data reveals that only 5.8% of international visitors from these regions stayed in areas west of Osaka in 2023, while a staggering 79.3% concentrated their travel within the Tokyo-Osaka corridor.

Recognizing this significant imbalance, a new alliance has been formed which comprises 46 municipalities in Western Japan, including Okayama City and Takamatsu City.

Ritsurin Garden, Takamatsu — Ritsurin Garden is one of Takamatsu’s most popular attractions

The new alliance seeks to promote the unique cultural and natural attractions of the region, seeking to create a “Golden Route of West Japan”.

To achieve this goal, the alliance will create two key tourism models, with more details to be announced shortly:

A two-week long-distance journey: Utilizing Shinkansen lines and ferries, this itinerary will showcase the diverse landscapes and cultural experiences of Western Japan.
A three-to-four-day short-stay itinerary: Focusing on specific themes such as island hopping and culinary exploration, this model caters to travelers with limited time.

The alliance recognizes the upcoming Osaka-Kansai Expo (expected to attract 28.2 million visitors) and the Setouchi Triennale art festival in Okayama and Kagawa (anticipating 1 million visitors) as crucial catalysts for attracting international tourists to the region.

The Setouchi Triennale art festival takes place across the islands of the Seto Inland Sea over 100 days

JR West, a key partner in this initiative, has announced plans to collaborate with the popular anime series, “One Piece,” to launch a special Shinkansen service between Shin-Osaka and Hakata on the Sanyo Shinkansen line, capitalizing on the series’ global popularity.

One Piece Shinkansen — A new “One Piece” themed Shinkansen service will operate across Western Japan in 2025

The success of this initiative hinges on the collaborative efforts of all stakeholders, including local governments, tourism boards, and transportation providers.

By effectively promoting the unique offerings of Western Japan and creating compelling travel itineraries, the alliance aims to shift the focus of international tourism and unlock the region’s immense potential.