Japan Launches Global Promotion Campaign for Edo Shogun Roads

The Kanto District Transport Bureau of Japan's Ministry of Land, Infrastructure, Transport and Tourism (MLIT) and the Greater Tokyo Convention & Visitors Bureau have officially launched an international promotion campaign this spring for the tourism attractions along the historic Edo Shogun Roads in the Greater Tokyo region, according to a press release from PR Newswire. The Edo Shogun Roads were a network of major highways that connected Edo (modern-day Tokyo) to other key cities during the Edo period of Japanese history from 1603 to 1868. These roads played a vital role in the political, economic, and cultural development of Japan during that time. Many historic sites, shrines, and landmarks from the Edo era still exist along the former routes. The new global campaign aims to raise awareness of the Edo Shogun Roads and drive increased international tourism to the region. A kickoff ceremony will be held in the Greater Tokyo area to mark the start of the promotion. The campaign will feature digital and traditional marketing efforts in key overseas markets to showcase the cultural heritage, natural scenery, and other attractions along the historic transportation routes. 'The Edo Shogun Roads are a unique and important part of Japan's history that deserve greater recognition on the global stage,' said a spokesperson for the Kanto District Transport Bureau. 'We're excited to share the rich legacy of these highways with international travelers through this new promotional initiative.' The launch of the Edo Shogun Roads campaign comes as Japan continues to recover its inbound tourism numbers following the COVID-19 pandemic. Promoting lesser-known cultural and historical sites outside of major cities like Tokyo is seen as a way to disperse visitors and develop tourism in regional areas.