J-CAT x JR West 'Setouchi Palette Project' Phase 2: Expanding Experience and Travel Programs to Support Stay-Based Tourism in the Setouchi Area

J-CAT Co., Ltd. (Headquarters: Minato-ku, Tokyo; CEO: Ryo Iikura; hereinafter 'J-CAT'), which operates 'Wabunka' to deliver experiences for inbound tourists, and West Japan Railway Company (Headquarters: Osaka City, Osaka; President: Shoji Kurasaka; hereinafter 'JR West'), which promotes the 'Setouchi Palette Project,' have strengthened their collaboration following the first phase. As the second phase, they have significantly expanded high-value experiential programs for inbound tourists in the Setouchi area.

In this expansion, 15 new programs across the three prefectures of Hiroshima, Okayama, and Kagawa have been launched through this project. This brings the total lineup in the Setouchi area, born from the collaboration between JR West and J-CAT, to 28 items, including experience plans, travel programs, and media content released in the first phase. Instead of just 'point-based' tourism, this promotes 'surface-based' touring that utilizes JR West's extensive railway network, building a new model for stay-based tourism that encompasses the entire region.

*Phase 1 Details: https://prtimes.jp/main/html/rd/p/000000073.000052864.html

◼️ 'New Charms of Setouchi' Connected by JR West's Wide-Area Foundation and J-CAT's Reliable Partnership

In the second phase of this project, we have built an even stronger collaborative framework based on the achievements and deep trust established with the region in the first phase. By combining JR West's extensive foundation in the Setouchi area with J-CAT's 'ability to deeply engage with the community and walk alongside them as a partner,' and further collaborating with local public organizations such as the Hiroshima Prefectural Tourism Federation, we have accelerated the curation and creation of high-value experiences, realizing 15 new experience plans in a shorter period of four months, compared to the previous six months.

From iconic experiences touring the world-renowned art islands to experiences that enhance the quality of stay by delving into the depths of local traditional industries, our accumulated know-how has enabled a diverse lineup in a short period. By seamlessly connecting smooth wide-area travel using railways with Wabunka's original experiences, we propose a special form of travel that allows guests to deeply immerse themselves in the multifaceted charms of Setouchi.

◼️ Main Experience Plans (Partial Introduction)

1. 【Experience the Samurai Tea Ceremony of the Ueda Soko School near Miyajima and the Itsukushima Shrine World Heritage Site】 

Tracing the Spirit of the Ueda Soko School of Samurai Tea Ceremony: A Tea Ceremony Experience Founded by a Sengoku Warlord in a Land Overlooking the World Heritage Site of Miyajima