Miss SAKE ambassador Shizu Nagase appointed to promote the Edo Shogun Roads campaign in Tokyo's Chiyoda Ward on July 17. (©Sankei/Kazuya Nemoto)
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To encourage international visitors to travel beyond Tokyo, the Kanto District Transport Bureau of Japan's Ministry of Land, Infrastructure, Transport and Tourism has launched a campaign promoting the region's historic routes.
On July 17, it appointed Miss SAKE, a group of goodwill ambassadors promoting Japanese sake and culture, to help introduce these destinations to overseas audiences.
An appointment ceremony was held the same day at the ministry. Shizu Nagase, a Miss SAKE ambassador, said she hopes to share the charm of the region's historic routes with people around the world.
"Beautiful post towns from the Edo period still remain along these routes," she said. "I want people around the world to discover this side of Japan, something we should be proud of and preserve for future generations."
Encouraging Longer Stays
According to the Kanto District Transport Bureau, many inbound visitors currently stay in Tokyo and make day trips to nearby destinations, limiting overnight stays in regional areas.
By promoting historic Edo-period routes such as the Edo Five Routes, collectively branded as the Edo Shogun Roads, the bureau hopes to encourage travelers to spend several days exploring the countryside while staying overnight in areas featuring former post towns, sake breweries, hot springs, and other attractions.
As part of the campaign, Miss SAKE ambassadors will produce articles and videos highlighting local sake breweries and nearby tourist attractions, which will be shared through social media and other online platforms.
Author: Kazuya Nemoto, The Sankei Shimbun
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