Nara’s new railway-based tourism to draw tourists to Nara’s local culture

The Nara Chamber of Commerce and Industry, in partnership with Nara Prefecture, West Japan Railway Company (JR West), and nine local governments along the railway lines, will launch the “Nara SLOW & LOOP” project to enhance slow tourism locally. This public-private project seeks to promote exploration for tourists within the central and southern areas of Nara Prefecture.

The project leverages JR West’s railway network within Nara, including the Manyo Mahoroba Line (Sakurai Line), Wakayama Line, and Yamatoji Line (Kansai Main Line), which form a circular route. This effort encourages tourism centred on rail travel, aiming to showcase Nara’s unique charm, which includes a touch of rustic simplicity absent in cities like Kyoto or Osaka.

Since November 2021, the “Nara Prefecture Overnight Stay Promotion Project” has been tackling the challenge of increasing overnight tourism to reduce reliance on day trips. Post-pandemic, the initiative has strengthened collaborations with JR West, municipalities such as Nara City and Kashihara City, and other stakeholders to redefine the tourism landscape.

Nara offers numerous attractions, including historical shrines, temples, and unique culinary experiences. The project reimagines individual municipal tourism efforts into a cohesive regional strategy, promoting overnight and circuit-style travel while boosting the local economy. While certain areas face transport limitations, this is reframed as an opportunity to emphasise Nara’s slower-paced rural charm, complementing its appeal for authentic exploration.

One of the promotions includes introducing the “Nara SLOW & LOOP Digital Tour Pass,” supported by JR West and local sake breweries. Highlighting Nara’s legacy as the birthplace of Japanese sake, the pass allows visitors to tour breweries and immerse themselves in the region’s rich cultural heritage. (The pass will be available from January 8 to March 31, 2025.)

Looking ahead, the project aims to establish Nara as a destination synonymous with leisurely travel while promoting public transportation, with hopes to connect visitors to Nara with the region.