Setouchi Tourism Authority

Recently, the prices for many of JR’s rail passes have increased. Now a month into the new pricing structure, one thing is clear—travellers need to make a concerted effort to eke out enough value for it to be a meaningful purchase. Previously, JR’s passes were something that one would need a really strong reason not […]

Setouchi has a mild winter climate, with comparatively little precipitation, meaning you can still enjoy hiking, walking, and other outdoor activities – although there are also plenty of snowy spots if you want that classic winter landscape.

Countless kilometres of coastal road make Setouchi a fantastic destination for a cycling holiday.

Steeped in legend and culture, the bejewelled seascape of the Seto Inland Sea is one of Japan’s hidden secrets. Comprising seven prefectures and thousands of islands, Setouchi is the perfect mixture of culture, food and jaw-dropping landscapes. While Japan’s more familiar stomping grounds are often rife with crowds, Setouchi has a number of open spaces offering stunning flowers and sculpture gardens and national parks to breath in.

Japan’s Setouchi region is blessed with mountain scapes where visitors can choose from a number of trails from slow, easy ambles around the islands to more adventurous and advanced treks with several different mountains to climb.

Setouchi Tourism Authority has partnered with JR West to promote the JR West regional rail pass.

Visitors can discover the ‘real Japan’, blending culture, food and adventure.   Created as a new tourism body in 2016, Setouchi Tourism Authority is the largest Destination Marketing Organisation (DMO) in Japan and the first to oversee multiple prefectures. Setouchi launched for the first time in the UK in October 2017. Encompassing the Seto Inland […]

Setouchi Tourism Authority has hired London-based communications agency, Black Diamond, to act as its agency of record in the UK following a competitive pitch process.