JR Central has launched the “Golden Route with the Shinkansen” campaign, through which it aims to promote an expanded and reimagined version of the classic Tokyo–Osaka route—centered around the Tokaido Shinkansen line—to foreign tourists. The company says the goal is to take visitors not only to well-established destinations but also to lesser-known areas along and around the line.
The campaign was launched at the end of March and targets a wide range of travelers, from first-time visitors to Japan to returning tourists seeking different kinds of experiences.
JR Central is thus seeking to present the “Golden Route” not merely as a succession of major cities and famous tourist attractions, but as a broader region centered on the Tokaido Shinkansen, where “the essence of Japan’s charm” can be discovered even off the beaten path.
From the classic Tokyo–Osaka route to a broader network of destinations
JR Central points out that the Tokyo–Osaka route has long been one of Japan’s major tourist corridors, yet along it and in the surrounding areas there are numerous attractions that remain relatively unknown to international visitors.
Through the new campaign, the operator aims to combine famous sites with lesser-known destinations and encourage itineraries that start at Shinkansen stations and extend further into other regions.
In the company’s view, this approach should support regional tourism, encourage multi-destination travel, and contribute to a more balanced distribution of visitors across different areas.
12 areas included in the campaign
The campaign covers Tokyo, Kanagawa, Yamanashi, Nagano, Gifu, Shizuoka, Aichi, Mie, Shiga, Kyoto, Osaka, and Nara, indicating that JR Central is seeking to expand the “Golden Route” concept beyond the traditional urban core to include more regions directly or indirectly connected to the Tokaido Shinkansen line.
Essentially, the company is trying to transform the high-speed train not only into a means of travel between major centers, but also into a tool for redirecting tourist flows to areas that can benefit more from international tourism.
Dedicated website, Instagram, and special projects
As part of the campaign, JR Central has launched a dedicated website and an official Instagram account, through which tourist information about the areas included in the project will be promoted. The company is also announcing special projects that will be added gradually.
The website is designed with various types of content, including sample itineraries, a travel blog, and area guides.
“Parallel Golden Route,” the promotional pilot project
Among the special projects announced by JR Central is “Parallel Golden Route”, a video series in which influencers will travel the same Tokyo–Osaka route in two different ways: some highlighting the hidden charm of well-known cities, while others exploring the potential of lesser-visited areas.
The operator is also preparing an Instagram campaign, in which participants can enter a raffle if they post content on a theme set by the organizers. This phase is scheduled for May.
Shinkansen, used as a tourism policy tool
Beyond the promotional aspect, the campaign also highlights how Japanese high-speed rail operators use the railway infrastructure as part of a broader tourism strategy.
In the case of JR Central, the Tokaido Shinkansen is presented not only as a fast link between Tokyo and Osaka, but also as a backbone for distributing visitors to multiple regions.
Share on: 
