JR Central and Kintetsu GHD Launch Phase 2 of 'Shima ni Shimashita' Campaign on May 22 to fully enjoy Ago Bay

Campaign site URL: https://recommend.jr-central.co.jp/mie-tabi/shima/

Central Japan Railway Company (hereinafter 'JR Central') will launch the 'Shima ni shimashita.' tourism campaign today, alongside the opening of its campaign website. The campaign is set in the Ago Bay of the Shima area in Mie Prefecture, allowing visitors to experience its charm with all five senses.

Under the theme for this second year, 'Not just looking. Experiencing Ago Bay like nowhere else,' the campaign offers a concentration of extraordinary experiences that can only be enjoyed in the nature-rich Shima area, with many contents prepared through the EX Destination Booking service. Plans include making a wish on a pearl shell at 'Mermaid Road,' a path that emerges only at low tide on Masaki Island—formerly known as 'Pearl Island'. Other offerings include the 'Shima Sky Shot,' where an automated drone captures a panoramic video that you receive immediately, and the 'AGO BAY BLUE PASS - Ago Bay Cruise,' which comes with a special train window card. Through these exclusive plans that combine the special feeling and value made possible by the EX Destination Booking service, JR Central proposes a spectacular trip to Shima, transforming Ago Bay from a 'sightseeing spot to look at' into a 'stage for memorable experiences to touch and feel'.

Outline of the 'Shima ni shimashita. Campaign'

To encourage more residents of the Tokyo metropolitan area to visit the Shima area in Mie Prefecture, JR Central, Kintetsu Group Holdings, Mie Prefecture, and Shima City have been collaborating since last year on the 'Shima ni shimashita.' campaign, centered around 'Ago Bay,' a representative scenic spot in Ise-Shima National Park. This year marks the second year of the campaign.

Campaign Period: Friday, May 22, 2026 - Thursday, December 31, 2026

Campaign Website: https://recommend.jr-central.co.jp/mie-tabi/shima/

*For details, please visit the 'Shima ni shimashita.' campaign website.

Fully enjoy the nature of Ago Bay! Experiential Content (Partial list)

(1) Mermaid Road: Making a wish on a pearl shell

'Mermaid Road' is a miraculous path on Masaki Island, floating in Ago Bay, that appears only during limited low-tide hours of the day. A plan is available to cross this magical path, woven by the natural rhythm of the tides, and experience making a wish on a pearl shell. In a space unique to an island that passes down the culture of pearl cultivation, visitors can enjoy a special wish-making experience that can only be done here.

Click here for plan details

Image of Mermaid Road / Making a wish on a pearl shell

[About Masaki Island] About 10 minutes by scheduled boat from Kashikojima Port, which is a 1-minute walk from Kintetsu 'Kashikojima Station'. Masaki Island, attractive for its good accessibility, is a small island where about 30 islanders currently protect the tradition and lifestyle of pearl cultivation. A momentary 'sea road' created by the natural rhythm of the tides, appearing only at limited times. On this island where human life and nature coexist, you can step away from daily life and spend a special time making a wish while facing the sea. This plan is a one-of-a-kind program created in collaboration with JR Central, Kintetsu Group Holdings, Shima City, and the islanders, offering an experience 'you must have right now'.

Group photo of project members

(2) Shima Sky Shot x Shima Mediterranean Village

A new sensation photography experience set in 'Shima Mediterranean Village,' with its white townscape and blue sea, where an automated drone captures footage as if from a movie scene. Since the recorded video is sent to your smartphone, it's easy to share on social media as a wonderful travel memory. Combining the latest technology with an outstanding location surrounded by the grand nature of Shima, it provides unforgettable 'memories from the sky'.

Click here for plan details

Image of Shima Sky Shot

(3) [EX Service Members Only] 'Shinkansen x Shimakaze Collab Train Window Card' included: AGO BAY BLUE PASS - Ago Bay Cruise

Highly popular last year! A convenient cruise plan to tour Ago Bay, the symbol of Ise-Shima, is available again this year. Feeling the gentle waves and sea breeze, you can enjoy a liberating maritime journey that turns even travel time into a special experience. Exclusive to those applying through the EX Destination Booking service, a 'Shinkansen x Shimakaze Collab Train Window Card' will be presented.

Click here for plan details

*This plan is available until the end of October.

Image of Ago Bay Cruise / Train Window Card

Introduction of other major plans

In addition to experiential content enjoyed surrounded by nature, special plans to fully experience the charm of Ago Bay with all five senses and mechanisms to realize comfortable access to Shima are appearing one after another.

(1) Shima Kanko Hotel Lunch Plan with Welcome Drink

A special lunch plan to enjoy the traditional taste of Shima Kanko Hotel at the famous restaurant 'La Mer the Classic'.