JR West Japan
“Japanese Beauty Hokuriku Campaign” winter initiatives
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Ahead of the opening of the Hokuriku Shinkansen between Kanazawa and Tsuruga on March 16, 2024, and the Hokuriku Destination Campaign next fall, JR East, JR Tokai, and JR West are working together on the Hokuriku Three Prefecture Tourist Promotion Collaboration Council to prepare for the ever-increasing excitement of Hokuriku. In
collaboration with (*), we are expanding the “Japanese Beauty Hokuriku Campaign” to six months (October 2023 to March 2024).
In this campaign, under the theme of “5 beauties”, in addition to the unchanged good old charm, we will propose new ways of enjoying things that are expanding with the times.
This winter, please take a trip to the charming Hokuriku region with your family, children, and friends.
*Hokuriku three prefecture tourist attraction cooperation council: Toyama prefecture, Ishikawa prefecture, Fukui prefecture, and each prefecture, for the purpose of creating attractive tourist
destinations in the three Hokuriku prefectures (Toyama prefecture, Ishikawa prefecture, Fukui prefecture) and promoting tourist attraction to Hokuriku. Council consisting of the Tourism
Federation/Tourism Promotion Organization, Hokuriku Economic Federation, and JR West Kanazawa Branch
Campaign name
Japanese Beauty Hokuriku Campaign
Campaign period
October 1, 2023 (Sunday) – March 31, 2024 (Sunday)
Main subject
The five beauties of “Aesthetics”, “Bishoku”, “Biwaza”, “Bito”, and “Bigokoro”
・In addition to the classic “crab”, we have prepared a plan centered on “delicious food” unique to winter, such as Kanburi (Japanese yellowtail) and Botan hot pot!
・We have plans that add “modern charm” to the “traditional beauty of Hokuriku,” such as experiencing making traditional crafts and walking around historic towns! Please come and experience Hokuriku’s diverse tourism resources and the stories that have been nurtured there that connect us to the present day.
・Digital stamp rally in collaboration with the three Hokuriku prefectures (Toyama, Ishikawa, and Fukui prefectures) that was popular last year
“Hokuriku Trip Story 2024” will be held again this winter.
*Details can be found on the campaign guidebook “Hokuriku Winter Story” or the special campaign site, along with the summary in the “attached sheet.”
promotion
(1) Joint advertising development
Actresses and models who are active in TV dramas, movies, and commercials: Ms. Hane, Miki Kashimura, and Junko Funabashi.
will be used as the image character to carry out publicity common to all three JR companies, focusing on transportation advertisements such as station posters. In addition, a campaign guidebook called “Hokuriku Winter Story,” which introduces Hokuriku’s charms and recommended projects with a focus on “gourmet cuisine,” will be installed at major stations of the three JR companies.
≪Winter campaign poster≫ (image)
Posting starts from December 4, 2023 (Monday) onwards
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https://www.jr-odekake.net/navi/hokuriku-w7/jbh2023-2024/[Image 6
*The pages marked with (P) are from the campaign guidebook “Hokuriku Winter Story.”
For details on the project, please see the campaign guidebook “Hokuriku Winter Story”, which will be available on the special campaign site from late December 2023.
1. Beautiful scenery…Enjoy the winter scenery that Hokuriku is proud of. ・ Toyama Prefecture: Spectacular views of the Tateyama Mountain Range from various locations within Toyama Prefecture (P11)
・ Ishikawa Prefecture: Kanazawa Castle/Kenrokuen Four Seasons Story (Light-up)/Sparkling white rice fields (P11)
・ Fukui Prefecture: Dramatic Earth Tour in Tojinbo (P11)
2. Gourmet food…Enjoy a rich variety of foods, including local foods and the classic crab.
“Crab” project
・Toyama Prefecture: Lunch with a choice of red crab from Takashi or seafood from Imizu! Shinminato Fishing Port Daytime Auction
Visit/Shinminato Time Enjoyment Plan (P4)
・ Ishikawa Prefecture: ~ Eating seasonal live crab ~ Winter reward – Kanazawa Crab Gourmet (P4)
・ Fukui Prefecture: Even foodies will be impressed! The ultimate crab bowl making class (P4)
The charm of local food
・ Toyama Prefecture: Toyama Bay Sushi/Toyama Bay Sushi Set Coupon (P5) ・ Ishikawa Prefecture: Wakura Onsen My Salt Making Experience (P6) ・ Fukui Prefecture: ~ Winter taste of the mountain village ~ Botan hotpot at the culinary inn Niisa (P5)
3. Beautiful skills…Hokuriku is a region where traditional crafts are popular. Please come and experience the techniques that have been honed since the feudal era.
・Toyama Prefecture: Tour the town to experience the techniques of Inami carving (P8)
・ Ishikawa Prefecture: Experience making pottery using Hanasaka pottery stone at Kutani Ceramic Laboratory, a Kutani ware complex facility (P8)
・ Fukui Prefecture: Crafts experience at Mishokukuni Wakasa Obama Food Culture Museum (P8)
4. Beautiful hot springs…We offer a variety of ways to enjoy the hot springs that soothe people, such as eating out and walking around town.
・ Toyama Prefecture: Unazuki Onsen 100th Anniversary / Unazuki Kurobe Food Walking Coupon 2023 (P7)
・ Ishikawa Prefecture: CRAFTTOUR (Craft Tour) Experiential tour to visit Yamanaka Lacquerware Workshop (P7)
・Fukui Prefecture: Awara Onsen Enjoyment Ticket (P7)
5. Beauty…The warm hospitality of the Hokuriku people fills the hearts of visitors.
・ Toyama Prefecture: Takaoka town tour with two national treasure temples / Shokoji Temple and Takaoka city facility common coupon (P10) ・ Ishikawa Prefecture: Kaga Hashidate/Shipowner’s Residence Guided Tour (P9) ・ Fukui Prefecture: Echizen Ono/Walk around town with coupons (P10) Travel products/tourist navigation “tabiwa by WESTER”
(1) Travel products
Major travel agencies offer travel plans that include round-trip JR tickets and lodging from each area to the Hokuriku area, as well as round-trip tickets that can be used together. There are also free type and round trip special tickets from some areas to the Hokuriku area. *Depending on the travel agency, travel plans and excursion tickets may not be available in some areas.
Please contact your travel agency for details.
*Please check the websites of each of the three JR companies for details on special tickets to Hokuriku.
(2) Tourist navigation “tabiwa by WESTER”
1.tabiwa tour pass
Six types of “tabiwa tour passes” are now on sale, allowing you to travel around Hokuriku at a great price. In addition to unlimited rides in non-reserved seats on local trains within designated free-loop zones, the pass can also be used to enter facilities and ride buses. Please check the website or app for the validity period and other terms of use.
・Hokuriku Odekake Tabiwa Pass ・Kanazawa Kaga Tabiwa Pass ・Echizen Tabiwa Pass ・Toyama Tour 2-day Pass ・Kanazawa Noto Tabiwa Pass ・Obama Line Tabiwa Pass *“Tabiwa Tour Pass” website:
https://www.jr-odekake.net/navi/tabiwa/pass/hokuriku/
2.tabiwa tickets/coupons
campaign
We sell related content as “tabiwa tickets” regarding facilities, plans, and access that have the “tabiwa mark” (pictured on the right) in the guidebook. There are also plans that can be purchased in advance exclusively on “tabiwa” and products that have special prices. Please use it together with the “tabiwa coupon” that anyone can use locally.
Recommended tickets that will be newly added this winter are as follows. -12/1 Start of use-
・Hot HOT coupon to enjoy winter Unazuki
・Nanto Kanazawa Free Pass (formerly: Tonosama Kaido Free Pass) ・Nanto Kanazawa World Heritage Bus Free Pass (formerly: Tonosama Kaido Free Pass (Plus))
・Minami Echizen Sankairi discount coupon
*Tabiwa by WESTER is a tourist navigation system packed with services necessary for your trip, such as spot information, route searches, round-trip passes for unlimited rides on trains and buses, and ticket purchases for sightseeing and gourmet food.
For more information, please visit the website:
https://www.jr-odekake.net/navi/tabiwa/.
*The information is current as of December 4, 2023. Subject to change or cancellation without notice.
*All images are for illustrative purposes only.