JR Groups and Kumamoto Prefecture Launch Major 2026 Tourism Campaign "More, More! Kumamoto"

Kyushu Railway Company (JR Kyushu) and West Japan Railway Company (JR West), in collaboration with the Kumamoto Destination Campaign Executive Committee, have announced the "Kumamoto Destination Campaign Linked Campaign" to be held from July 1 to December 31, 2026. This initiative coincides with the primary "Kumamoto Destination Campaign" scheduled for the third quarter of 2026, aimed at promoting the region's recovery and tourism resources to a domestic and international audience.

The campaign slogan, "Invite your friends and go on an adventure! More, More! Kumamoto," is supplemented by a specific promotional concept: "KUMADVENTURE—Going anywhere with a ticket called excitement." This theme likens the feeling of anticipation to a train ticket, symbolizing the start of a journey.

● Promotional Deployment ● Special pamphlets will be distributed at major JR Kyushu and JR West stations. Two editions—Summer (July-Sept) and Autumn (Oct-Dec)—will highlight seasonal attractions. Additionally, posters, digital signage in stations, and a dedicated website will provide real-time updates on events and special projects.

● Discount Travel Passes ● To facilitate travel within the prefecture, two primary rail passes will be introduced: 1. "Kumamoto! Adventure Ticket": Offers unlimited rides on JR lines within specified zones (including parts of the Kagoshima, Hohi, and Misumi Lines). Pricing starts at 2,990 yen for a 2-day adult pass. 2. "Hakata ⇔ Kumamoto! Adventure with Friends Ticket": Available for groups of two or more, this ticket includes round-trip Kyushu Shinkansen (non-reserved seats) between Hakata and Kumamoto, plus access to local free-ride zones.

● Special Train Projects ● In celebration of the campaign, the "Kumamon Adventure Train" will be launched. This includes wrapped 200-series local trains operating mainly on the Misumi and Hohi Lines from July 4, and wrapped 800-series Shinkansen sets operating on the Hakata-Kumamoto-Kagoshima-Chuo route from mid-July. A digital check-in rally using the JR Kyushu App will allow passengers to collect digital stamps inside these trains for original merchandise.

● Special Design & Story (D&S) Train Tours ● Multiple high-end train tours are scheduled, including: - A collaboration with Kumamoto Ambassador Takuya Sugimoto on the "Limited Express Kawasemi Yamasemi" (July 5). - Special runs of the luxury train "ARU RESSHA" between Hakata and Kumamoto (August 11). - A dedicated Kumamon Adventure Train tour from Hakata (September).

● Digital and Regional Initiatives ● The campaign will feature a 15-location "KUMADVENTURE Stamp Rally" across tourist facilities and trains. Furthermore, the digital station stamp app "Ekitag" will expand its coverage to 15 stations in the Kumamoto area starting July 1, 2026.

This campaign marks seven years since the last joint project between Kumamoto Prefecture and the JR Group. It serves as a milestone for the 10th anniversary of the Kumamoto Earthquake, showcasing the "Creative Reconstruction" of the region and the recovery of the Hitoyoshi and Kuma areas following the July 2020 floods.