Kumamoto Destination Campaign: 'More and More! Kuma-Motto'

## Campaign Overview
The Kumamoto Destination Campaign Executive Committee and the JR Group will hold one of Japan's largest tourism campaigns, the "Kumamoto Destination Campaign" (Kumamoto DC), from July 1 (Wed) to September 30 (Wed), 2026. The catchphrase is "Invite your friends, and let's go on an adventure! 'More and more! Kuma-Motto'."

## Purpose
This campaign aims to spread awareness across Japan of Kumamoto's current state of creative reconstruction following the Kumamoto Earthquake and the July 2020 torrential rains. By partnering with local governments and tourism stakeholders, we are prepared to welcome visitors from all over the country.

## Concept
The catchphrase combines the 2019 campaign's slogan "More and more! Kuma-Motto" with the new shoulder copy "Invite your friends, and let's go on an adventure." It reflects a desire for visitors to enjoy deeper, new regional experiences.

## Featured Tourism Products
The following products are available through the Kumamoto tourism booking site, "Kuma-Motto Travel Agency." (https://www.kumamotto.net/):
- "Nade-Sugi" Experience: A new activity polishing Oguni cedar while listening to woodworkers.
- Tamana Sweets Coupon: Usable at 9 facilities in Tamana City.
- Seaside Sauna "an sauna": A package plan including sauna, lunch, dessert, and rentals.
- Dairy Experience: A special guided tour at Aso Milk Ranch including ice cream making.
- Kumamoto Yatai Village Gourmet Coupon: Ideal for food and drink hopping.
- Manga Inking Experience: A professional-grade manga creation workshop.
- Amakusa Christian Facilities Pass: A value ticket covering 5 historical sites.
- Aso Caldera Line: A new one-day bus tour using specially designed vehicles for unobstructed views.

## Five Major Initiatives
1. Kumamon Dungeon: A new XR experience facility opening at Sakuramachi Kumamoto.
2. "Natsume's Book of Friends" Collaboration: Tours featuring character-designed buses and visits to local models.
3. Rebranding the 3 Aso Areas: Developing infrastructure so visitors can explore without cars using Maas.
4. Wellness Tourism: Curating "Experience + Meal" content combining history, culture, and local food.
5. New Transportation: Developing helicopter services centered at Aso Kumamoto Airport.

Travel agencies will also offer packages combining JR tickets and accommodation to coincide with this campaign.