JI’s team collaborated to put together a proposal before the fast-approaching deadline. Their proposal showcased the company’s achievements over the years in other tourism-promotion projects for local governments.

Utilizing its network of writers from its online media Deep Japan, JI’s proposal assembled a team of experienced writers based in Kyoto to produce 10 articles for the Kyoto Travel website over the course of the 10-month project. The articles — written in English and with an international perspective — will cover the three focus areas: travel inspiration, hidden gems of Kyoto, and sample itineraries. 

The Kyoto Travel website provides accurate and up-to-date information for international tourists.  Lately redesigned in 2025, it also aims to clearly convey important tourism-related news and guidelines, as well as help promote sustainable tourism — a key challenge for the historic city.

Jarman’s project team will also perform a monthly analysis of the Kyoto Travel website and offer suggestions on how to further improve it, as well as translate and adapt five articles from Kyoto Travel’s partner outlets.

JI is honored to be entrusted with this project, and the whole team looks forward to producing content and sharing insights that can support sustainable tourism in one of Japan’s most iconic cities.

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Jarman International’s team consisted of CEO Ruth Marie Jarman, as well as JI Core 50 consultants Lila Klopfenstein, Chiara Terzuolo, and Paul Walsh.

The name “Sagiryu Kyogen” denotes the Sagiryu school of Kyogen comic theater, which today can only be seen in Yamaguchi Prefecture and a few other places. Often paired with longer, more serious Noh dramas, the short Kyogen plays aim to make audiences laugh. Although Sagiryu Kyogen flourished in Yamaguchi during the Meiji period (1868–1912), it later began to decline, and a local preservation association was formed in the 1950s. 

Jarman International submitted a photo taken during the consulting trip — depicting the team trying on Sagiryu Kyogen costumes — to the Times Gallery, a photo feature published by The Japan Times. The photo was included in the Gallery’s March 2026 edition.

“All of us were laughing so hard we were literally crying! The two sensei, Taro-san and his father, did such a great job depicting a daimyo lord on a visit to a large town who is missing his wife but at the same time quite afraid of her. It was a joy to experience Kyogen for the very first time,” Jarman says.

Jarman International is honored to be able to learn about this rare traditional art form and contribute to its preservation.

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Led by the Kanto District Transport Bureau, Edo Shogun Roads is an English-language version of the Bureau’s Edo Kaido project and an extension of its Greater Tokyo initiative. The historical routes to Tokyo that the project is named for contain numerous points of interest, “including Shinto shrines, Buddhist temples, historical attractions, lush greenery, relaxing hot springs (onsen), and local food and sake,” according to the project’s website, which introduces over 250 attractions and activities. Many modern transportation routes follow these Edo-period roads, making them easily accessible for tourists.

The Japanese government aims to make international tourism a key revenue stream and targets 60 million annual visitors by 2030. Tokyo, with its two international airports and worldwide recognition, is a natural first destination for the inbound. The Edo Shogun Roads project aims to draw visitors into the surrounding prefectures as well, to boost local economies while easing pressures related to over-tourism in the metropolis — and, of course, to share the historical, natural, and traditional charms these locations have to offer. Excitement for welcoming international visitors was certainly palpable at the kick-off ceremony highlighted in the Times Gallery.

Jarman International CEO Ruth Marie Jarman is an architect of and Advisory Council Member for Edo Shogun Roads, and Jarman International has consistently helped promote the project through various media.

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In his article, Sébastien introduced the history of the five Edo-period (1603–1868) highways which give the tourism initiative its name, touching on their role in maintaining social order as well as how they helped facilitate developments in domestic travel, art, and hospitality traditions. 

He also explained the background behind the current “Edo Shogun Roads” tourism promotion initiative, led by the Kanto Transport Bureau and which mobilizes local governments, destination management organizations (DMOs), and tourism-related businesses. Edo Shogun Roads’ suggested activities and itineraries focus on experiential tourism, and Sébastien notes how this can help visitors form a deeper connection to the rich history and traditions found along the old Edo highways.

“The project offers a coherent interpretation of the territory, structured by thematic itineraries and site-specific experiences,” he writes (automatic translation by Google Chrome).

Sébastien, who is originally from Marseille, has also written for the Jarman-owned online media Deep Japan, where he has explored topics including film, ukiyo-e art, and navigating the professional world in Japan.

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The Extreme Onsen tour involves hiking roughly 40–60 minutes through natural scenery to Numajiri Motoyu, a spring of natural, mineral-rich hot water. The hot spring was discovered during the Edo period (1603–1868), and the quality of its water is said to be among the highest in Japan. Tour participants can enjoy a soak among the dozens of natural hot spring pools, called yatenburo in Japanese, halfway up Mt Adatara.

“The mountain path isn’t heavily maintained, so you can still see the untouched natural landscape,” Sophie said of the tour. “As we hiked, the guide explained the local history and the background of the hot spring. Nomajiri Onsen flows down like a waterfall from the mountain, forming small natural pools where visitors can bathe in swimwear. This type of experience is extremely rare even within Japan. However, because some areas have relatively high sulfur levels, it’s safer to go with a local guide. After completing the entire route, Paul and I also shared some feedback and suggestions with the guide and the organizers regarding the overall experience.”

The Extreme Onsen tour is also promoted by the government’s Greater Tokyo and Edo Shogun Roads tourism initiatives, which aim to entice visitors into the prefectures surrounding the metropolis. 

Based in Inawashiro Town, Fukushima Prefecture, the outdoor activity organization Café & Activity Nowhere runs a campground and other activities, such as mountain biking, in addition to the Extreme Onsen tour.

Consulting for tourism activities is one of Jarman International’s core services, and we are honored to be able to contribute to amazing experiences in special locations such as this.

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Project members, including Ruth, pose for a photo.

The Edo Shogun Roads project launched with a kick-off ceremony in central Tokyo on March 20, 2026. Ruth Marie Jarman, CEO of Jarman International (one of the architects of this initiative and an Advisory Council Member for the project), and several members of Deep Japan’s network of freelance writers were in attendance to cover the event.

Edo Shogun Roads takes as its motif the five major highways that, during the Edo period (1603 to 1868), connected the shogun’s seat of power, Edo (now Tokyo), with the rest of Japan. The project encourages travelers to visit various sites in the greater Kanto area and neighboring prefectures. Although a Japanese version (called Edo Kaido) was first launched in 2022, the new English-language website and promotional videos tailor the project to international audiences. 

The new website includes a searchable database of recommended sites and experiences, over 20 suggested itineraries, feature articles, and transportation information.

Banners for each of the Edo-period roads

Edo Shogun Roads is also collaborating with Green x Expo 2027 — an international horticulture event to be held in Yokohama — to introduce gardens, flowers, and other nature-related tourism activities to travelers. Model itineraries specifically focused on “green” are included on the new website. A focal point sure to inspire many international visitors will be presentations of traditional Japanese Teien gardening. We hope there will be many artisans at Green x Expo to share their knowledge with the world.

Excitement about Edo Shogun Roads was palpable at the kick off ceremony. Representatives from both the Tourism Agency and prefectural governments involved in the project gave enthusiastic remarks, extolling the wonderful locations, experiences, and products that the region has to offer. 

JI is grateful for the opportunity to provide ideas and feedback as the Edo Shogun Roads project develops, and we look forward to utilizing our wide network of writers and influencers to continue promoting this great initiative.

A “samurai experience” is among the Edo Shogun Roads’ recommended activities.

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The Edo Shogun Roads project takes as its motif the five major highways that, during the Edo period (1603 to 1868), connected the shogun’s seat of power, Edo (now Tokyo), with the rest of Japan. The initiative aims to promote tourism in the wider Kanto region and neighboring prefectures to both domestic and international travelers, who tend to congregate in the capital. Given the Edo highways’ rich history, the sites along them are steeped in historical, cultural, and culinary significance. 

Ruth was interviewed by the Japan National Tourism Organization (JNTO) about the Edo Shogun Roads, and her comments were featured in a Euronews article about the project, published in English and French.

“The original Edo period has that feeling of history, of tradition, of community, of craft, and a deep appreciation for nature,” Ruth says in the article. 

“The Edo Shogun Roads represent more than just old roads; they are pathways of resilience that fostered the very identity of the Kanto region. … The communities along them learned to sustain high-quality craftsmanship and a unique culture of hospitality that still welcomes travelers today.”

Jarman International will continue to support the Edo Shogun Roads project, which recently launched an English-language website and promotional materials.

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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!

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Cuisine is one of Kakujoro’s highlights: Japanese food lovers will be delighted to learn that the ryokan offers both vegan-friendly dining options and traditional local cuisine using torafugu, Japanese tiger pufferfish. In addition, the ryokan’s main building, notable for its elegant architecture, has been designated as a Registered Tangible Cultural Asset of Japan.

In her November 2025 article, Chiara applauds Kakujoro’s blend of tradition and modern comfort, highlighting the ryokan’s plush bedding and flexible dining options. She described its somewhat remote location — two hours from Nagoya by car — as a boon for adventurous visitors looking to escape the urban crowds and discover a more tranquil side of Japan.

Articles like this are one of the many services Jarman International offers for Japanese businesses looking to reach international travelers. Articles can provide authentic, first-person accounts of a destination or activity, as well as help businesses get picked up by search engines and AI tools. 

“At Jarman International we love supporting Japanese businesses trying new things, and Kakujoro’s ethos of offering inclusive dining options for vegans and vegetarians is something we are excited to share and support,” Chiara says.

Please feel free to get in touch with Jarman if you are interested in hearing more about our services.

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Fukushima Seaside promotes the revitalization of Fukushima Prefecture’s coastal area — which was devastated by the 2011 earthquake, tsunami, and nuclear disaster — through sharing the region’s culture, food, nature, and community. It organizes study tours and events, as well as shares information online. The initiative is operated by the organization Futaba Area Tourism Research Association (F-ATRAs). 

As a manager at F-ATRAs, Swastika helps curate custom-made tours for clients especially interested in education, as well as handles communication including translation and interpretation. She is also a poet and is pursuing a PhD in Linguistics at Tohoku University.

The Japan Travel Awards, begun in 2021, is an annual competition that celebrates destinations and experiences in Japan that promote inclusion, diversity, and sustainability. The Awards recognized Fukushima Seaside for its use of “tourism as a tool for education, dialogue, and long-term recovery,” as well as its “carefully designed programs that explore Fukushima before, during, and after the 3.11 disaster” and partnership with the local community.

“The value of this experience — something that can only be gained here — is exceptionally high. By learning on-site, visitors can also contribute to the area’s recovery and gain important lessons for the future. It is truly outstanding,” comments Awards judge Naoya Shimizu, founder and CEO of TABIPPO Inc., on the Awards’ website. 

“I think the award has reaffirmed my faith in founder Yamane-san’s vision: reinvigorating coastal Fukushima through tourism,” Swastika says. “I’ve spent most years of my life being a student, and only started working full-time two years ago. Even as I was excited about the possibilities this region presented, I didn’t know what it meant to fully explore them or to have the know-how to link ideation to execution. I’ve learned these skills working with Yamane-san and [F-ATRAs Manager and Market Researcher] Trishit over the years, and have also understood that tourism doesn’t need to be extractive as it has become in many areas. It can be community-centered and serve as a tool for amplifying local voices when done right.” 

Congratulations to Swastika and the rest of the F-ATRAs team!

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