JR Shikoku Tourism Plans 2026: 'Shikoku no Otakara' Initiative & Collaboration Meeting

Published: May 21, 2026  |  Region: Shikoku, Japan  |  Source: JR Shikoku / Susaki City Joint Announcement

JR Shikoku (Shikoku Railway Company) and Susaki City have jointly announced that a formal collaboration meeting for the ongoing "Shikoku no Otakara" (四国家のお宝, or "Shikoku's Treasures") initiative will take place on Friday, May 29, 2026, at the Susaki City General Health and Welfare Center in Kochi Prefecture. The meeting comes as the program, which partners JR Shikoku with 25 municipalities across all four prefectures on the island, marks its 110th edition — a milestone reached at the end of 2025. This gathering is a core part of JR Shikoku's tourism plans for 2026, intended to chart the next phase of regional collaboration and cultural resource development.

This article covers what the initiative is, who is involved, what the upcoming meeting will address, and what travelers and rail enthusiasts should know about the program's evolving scope.

Understanding JR Shikoku's 'Shikoku no Otakara' Tourism Initiative

Origins and Purpose

Since fiscal year 2016, JR Shikoku has been spearheading the "Shikoku no Otakara" program — a long-running collaboration with local governments across Shikoku aimed at identifying, polishing, and promoting regional and cultural resources that might otherwise go unnoticed. According to the official announcement dated May 21, 2026, the program's core mission is to "unearth regional and cultural resources that exist in Shikoku," work together with local communities to "polish them into tourism and cultural materials with added value," and ultimately pursue regional revitalization through tourism.

Unlike conventional tourism campaigns, the initiative focuses on deep partnership between JR Shikoku and individual municipalities. The railway company brings logistical infrastructure and marketing reach; the towns and cities contribute local knowledge, heritage, and grassroots community engagement. Together, they identify what the program calls "otakara" — treasures — that can be developed into drawcards for visitors arriving by rail and other means.

The 110th Edition Milestone

The announcement notes that the program reached its 110th edition (第110弾) at the end of 2025. While the source document does not specify the exact content or location of the 110th edition, the sheer volume of editions over roughly a decade of operation underscores the program's scale and continuity. Each edition typically highlights a particular town, landmark, cultural event, or local product in partnership with one or more of the participating municipalities.

This milestone is being used as a turning point. The announcement explicitly states that the meeting will serve as an opportunity to reconsider the program's direction in light of "changing approaches to regional revitalization and local creation (chihō sōsei)." The goal going forward is to expand new collaborative and partnership projects and to use the "Shikoku no Otakara" framework for further regional promotion, directly impacting JR Shikoku's broader tourism plans.

The Role of Susaki City

The upcoming meeting is being held with the cooperation of Susaki City in Kochi Prefecture, one of the initiative's early participants. The announcement does not elaborate on the specific reasons for choosing Susaki as the host city beyond noting its early involvement in the program. However, Susaki — located on Kochi Prefecture's southern coast along the JR Shikoku Dosan Line — is a municipality with a population of roughly 20,000 and a history of fishing, forestry, and local craft traditions, making it a representative example of the kind of community the initiative seeks to support.

Travelers passing through Susaki Station on the Dosan Line, which connects Takamatsu to Kochi City and onward to Kubokawa, may be familiar with the quiet coastal scenery of the area. The city's participation in the program since its early years suggests it has been an active testing ground for the collaborative model JR Shikoku is now looking to scale.

Meeting Details: Date, Venue, and Agenda

Date and Time

The "Shikoku no Otakara" Collaboration Meeting (「四国家のお宝」連携会議) is scheduled for:

• Date: Friday, May 29, 2026
• Time: The source document does not specify a start or end time for the meeting.

Venue

The meeting will be held at the Susaki City General Health and Welfare Center (須崎市総合保健福祉センター), located in Susaki City, Kochi Prefecture. Specific address and access details were not included in the source announcement.

Agenda

The announcement provides the following planned agenda items (described as a "schedule/provisional plan"):

1. Opening Remarks (開会挨拶)
2. Fiscal Year 2025 "Shikoku no Otakara" Implementation Report — A summary of the program's activities, editions produced, and outcomes during the April 2025 – March 2026 fiscal year.
3. Presentation on Susaki City's Tourism Initiatives — A report from the host city on its own tourism-related efforts, likely connected to the "Shikoku no Otakara" partnership.
4. Future Development of "Shikoku no Otakara" — A forward-looking discussion on how the program should evolve, expand partnerships, and deepen regional promotion.
5. Closing Remarks (閉会挨拶)

The agenda signals that the meeting is both a review of recent performance and a strategic planning session for the next phase of the program.

Participants

According to the source, attendees will include:

• Tourism department staff from "Shikoku no Otakara" partner municipalities
• Representatives from local tourism associations (kankō kyōkai)
• Related organizations and corporate partners

The meeting does not appear to be open to the general public based on the description provided. The source does not mention any registration process or public access details.

Participating Municipalities: A Guide for Rail Travelers

As of May 2026, the "Shikoku no Otakara" initiative involves 25 municipalities spanning all four of Shikoku's prefectures. The announcement includes a full list of participating local governments, which serves as a practical guide for planning a rail-based trip around the island.

Several observations stand out from this list:

• Ehime Prefecture has the most participants with 10 municipalities, including both major cities like Imabari and Uwajima and smaller communities like Matsuno and Uchiko.
• Tokushima Prefecture has the fewest participants with just three cities, suggesting potential room for expansion in the program's next phase.
• The list includes a mix of urban centers (e.g., Marugame, Niihama, Saijo) and rural towns (e.g., Sakawa, Hidakason, Shimanto), reflecting the program's broad geographic and demographic scope.
• All participants lie along or near JR Shikoku rail lines, consistent with the railway company's central role in the initiative.

Pro Tip for Travelers: For those using Shikoku's rail network, this list essentially maps out the towns and cities where "Shikoku no Otakara" content — local heritage, cultural events, and curated tourism materials — may be actively promoted or accessible. Whether you are riding the Dosan Line through Kochi, the Yosan Line along Ehime's coast, or the Tokushima Line into the interior, chances are you will pass through or near a participating municipality. Keep an eye out for program branding at stations.

What the Meeting Signals for Shikoku Rail Travel

A Strategic Pivot

The announcement frames the May 29 meeting as more than a routine check-in. The language about "changing approaches to regional revitalization" and the goal of "expanding new collaborative and partnership projects" suggests JR Shikoku and its municipal partners are preparing to adjust or scale up the program in response to evolving conditions, a key aspect of JR Shikoku's regional tourism strategy.

While the source does not specify what those "changing approaches" entail, several contextual factors may be relevant:

• Japan's ongoing regional depopulation challenges, which place increasing urgency on tourism-driven revitalization for smaller communities.
• Post-pandemic shifts in domestic travel behavior, with more Japanese travelers seeking rural, nature-based, and cultural experiences over urban destinations.
• The 110th milestone itself, which may prompt a strategic review of what has worked and what could be improved or replicated.

The inclusion of a presentation specifically on Susaki City's own tourism initiatives also suggests the meeting will feature case-study-style knowledge sharing between municipalities, with early participants passing insights to newer or less experienced partners.

Potential Impact on Station and Onboard Promotion

The source does not detail how "Shikoku no Otakara" materials are distributed or promoted to rail passengers. However, JR Shikoku's involvement implies that at least some program content is likely disseminated through station displays, onboard publications, digital channels, or the JR Shikoku website. Travelers interested in discovering curated local content along their Shikoku rail journeys may wish to look for program branding at stations in participating municipalities.

The source does not confirm any specific new products, routes, or promotional campaigns resulting from the May 29 meeting. Any such developments would presumably be announced separately after the meeting takes place. (Bookmark this page or check the JR Shikoku website for updates.)

What Travelers and Rail Enthusiasts Should Know

Based solely on the information provided in the official announcement, here is what is confirmed and what remains uncertain:

Confirmed Information

• The "Shikoku no Otakara" collaboration meeting will take place on May 29, 2026, at the Susaki City General Health and Welfare Center.
• The program now involves 25 municipalities across Tokushima, Kagawa, Ehime, and Kochi prefectures.
• The initiative has produced 110 editions since 2016.
• The meeting will include a report on FY2025 activities and a discussion of the program's future direction.
• The meeting is oriented toward municipal officials, tourism association staff, and related organizations — not the general public.

Not Specified in the Source

• Whether the meeting will be livestreamed, recorded, or followed by a public summary.
• Any specific new initiatives, destinations, or products to be announced.
• Whether the program will expand to additional municipalities.
• The exact start/end time of the meeting.
• Any direct impact on train schedules, fares, or services in connection with the meeting or the program.

Travelers planning to visit Susaki or other participating municipalities on or around May 29 should note that the meeting itself is a professional gathering and is not described as a public event. There is no indication in the source that any station events, special train services, or public activities are planned in conjunction with the meeting.

That said, for those interested in exploring Shikoku by rail, the list of 25 participating municipalities provides a useful starting point for itinerary planning. Cities like Ozu (known for its preserved castle town), Uchiko (famous for its Kabuki theater and candle-making traditions), Imabari (gateway to the Shimanami Kaido cycling route), and Miyoshi (home to the Iya Valley vine bridges) are all program partners and accessible via JR Shikoku lines.

For the latest information on JR Shikoku services, schedules, and rail passes, travelers can consult the official JR Shikoku website or check our Shikoku rail travel guide for route planning assistance.

Background: JR Shikoku's Role in Regional Development

JR Shikoku is one of Japan's seven JR-group passenger railway companies, operating rail services across the island of Shikoku — the smallest of Japan's four main islands. The company's network connects the prefectural capitals of Tokushima, Takamatsu (Kagawa), Matsuyama (Ehime), and Kochi, as well as numerous smaller communities in between.

Like other regional JR companies, JR Shikoku faces ongoing challenges related to declining rural populations, aging ridership, and competition from private automobiles in areas with limited public transit. Programs like "Shikoku no Otakara" represent one dimension of the company's broader strategy to remain relevant and financially viable by positioning the railway as a partner in regional revitalization — not merely a transportation provider, but a platform for promoting local culture, heritage, and economic activity. This is a fundamental element of JR Shikoku's tourism initiative.

The "Shikoku no Otakara" program is notable for its longevity (a decade of continuous operation), its breadth (25 participating municipalities across all four prefectures), and its emphasis on co-creation with local governments rather than top-down tourism promotion. The 110 editions produced to date cover a wide range of local resources, though the source announcement does not enumerate specific past editions.

Other JR companies in Japan have launched similar regional partnership programs — JR East's "Destination Campaign" series, JR West's "Setouchi" tourism initiatives, and JR Hokkaido's community revitalization projects among them — but JR Shikoku's program is distinctive in its long-term, municipality-by-municipality approach and its focus on uncovering lesser-known cultural assets.

Official Source Information

Frequently Asked Questions

What is the "Shikoku no Otakara" program?

"Shikoku no Otakara" (四国家のお宝, meaning "Shikoku's Treasures") is a regional revitalization initiative operated by JR Shikoku in partnership with local municipalities since 2016. The program identifies and promotes cultural and regional resources across Shikoku, working with local communities to develop them into tourism and cultural materials. As of 2026, 25 municipalities across all four Shikoku prefectures participate in the program, which has produced 110 editions to date.

When and where is the collaboration meeting being held?

The meeting is scheduled for Friday, May 29, 2026, at the Susaki City General Health and Welfare Center in Susaki City, Kochi Prefecture. The source document does not provide a specific start or end time.

Is the meeting open to the public?

The source announcement lists expected participants as tourism department staff from partner municipalities, tourism association representatives, and related organizations and corporate partners. There is no indication that the meeting is open to the general public, and no public registration process is mentioned.

Which municipalities are involved in the program?

As of May 2026, 25 municipalities participate: 3 in Tokushima Prefecture (Anan, Mima, Miyoshi), 5 in Kagawa Prefecture (Marugame, Zentsuji, Kanonji, Sanuki, Higashikagawa), 10 in Ehime Prefecture (Imabari, Uwajima, Niihama, Saijo, Ozu, Iyo, Shikokuchuo, Seiyo, Matsuno, Uchiko), and 7 in Kochi Prefecture (Nankoku, Susaki, Kami, Ino, Sakawa, Hidakason, Shimanto).

Will the meeting affect train services on JR Shikoku?

The source announcement does not mention any impact on train schedules, fares, or services in connection with the meeting. The gathering is a professional strategy session, not a public event. Travelers should check the JR Shikoku official website for any service updates closer to the date.

This article is based on the official joint announcement issued by Susaki City and JR Shikoku on May 21, 2026. Details not specified in the source document are noted as such. For the most current information, consult the original Japanese press release (PDF) or the JR Shikoku official website.