In partnership with JEKI, Jarman International sent Emily Morofushi and Ayaka Terao as writer and photographer, respectively, to create a sample itinerary for the new 10-day Japan Rail (JR) East Pass to Japan’s Tohoku area. JEKI is the marketing arm of JR East, and the sample itinerary was published on a JR East website, JRE Media.
Emily and Ayaka visited Akita, Aomori, and Iwate, the three northernmost prefectures of Japan’s main island of Honshu. The recommendations in their sample itinerary covered everything from natural wonders and historical neighborhoods to museums, local eats, and traditional crafts — showcasing the diverse and rich experiences that Tohoku has to offer. They also explained which train lines and stations to use to get to their recommended sites.
Tohoku has, historically, been a less-visited region of Japan compared with central cities like Tokyo, Kyoto, and Osaka. In 2017, for example, only 1.6% of all inbound tourists visited Tohoku. While the total number of international visitors is steadily increasing across Japan, the percentage who visit Tohoku has remained stubbornly low, at 1.8% in 2025. Drawing a greater percentage of tourists to Tohoku is important not only for boosting local economies but for helping smooth out issues related to overtourism in the already much-visited areas.
With this background in mind, the new JR East Pass is a boon for both travelers looking to get off the beaten path and Tohoku locals eager to share just how awesome their region really is. “This 10-day itinerary encourages slow travel, inviting you to immerse yourself in the local culture,” Emily writes in her article.
The 10-day rail pass costs ¥48,000, or half price for children 6 to 11 years old (a 5-day option is also available). It is only available to foreign nationals visiting Japan.
Jarman International is passionate about sharing the value of areas like Tohoku, and we hope to continue working with regional partners to do so going forward!