Japan Airlines, JR Kyushu, Kumamoto International Airport, and Kyushu Tourism Organization have launched a joint initiative called the “Choose KYUSHU Project,” targeting travelers from Western countries with the aim of raising awareness of Kyushu as a tourism destination and encouraging longer-stay visits.
The first phase of the project, launched June 25, 2026, is a multilingual website available in Japanese, English, and French, offering model travel itineraries, discount codes for JAL flights and JR Kyushu rail fares, access guides from Aso Kumamoto Airport, and introductions to JR Kyushu’s Design & Story sightseeing trains. The site is designed to help Western visitors plan seamless journeys combining air and rail travel across the Kyushu region.
The collaboration brings together four complementary sectors — aviation, railway, airport operations, and regional tourism marketing — to address a shared challenge: despite Kyushu’s rich offering of natural landscapes including Mount Aso, food culture, and historical heritage, awareness among Western travelers has historically been limited. The project was partly inspired by strong social media engagement generated by a French influencer based in Fukuoka, which confirmed growing interest in Kyushu among European audiences.
Future phases will include joint participation in overseas travel expos in Western countries, PR events targeting local media and travel agencies, and ongoing collaboration with local governments and tourism operators across the region.
