The second phase of the tourism campaign "We've chosen Shima," a joint project by JR Central and Kintetsu Group Holdings, began on Friday, May 22, 2026.

This year's theme is, "More than just looking. An Ago Bay experience you can only find here."

Set against the backdrop of Ago Bay, a variety of tourist attractions are available, allowing visitors to enjoy Shima's unique nature, stunning scenery, cuisine, and travel experiences.

Outline

"I chose Shima."

"We chose Shima." is a tourism campaign implemented in collaboration with JR Central, Kintetsu Group Holdings, Mie Prefecture, and Shima City.

This initiative, now in its second year, aims to attract visitors from the Tokyo metropolitan area, focusing on Ago Bay, a representative scenic spot of Ise-Shima National Park.

Main experience content

Mermaid Road: Wishing on Pearl Shells

A special experience where you can walk along "Mermaid Road," a miraculous path that only appears at low tide, and make a wish on a pearl shell.
You can enjoy this on Mazaki Island, which floats in Ago Bay.

AGO BAY BLUE PASS — Ago Bay Cruise —

Cruise content that can be enjoyed while traveling across Ago Bay.
This is a new way to travel, exploring resorts and tourist attractions from the sea.

Kashikojima España Cruise with Shinkansen x Shimakaze Train Window View Card

Enjoy a leisurely cruise on the beautiful and calm Ago Bay aboard the elegant sailing ship "Esperanza".
"Comes with a Shinkansen x Shimakaze train window view card"

Shima Sky Shot × Shima Mediterranean Village

This interactive content takes place at Village & Hotel Shima Mediterranean Village, where an automated drone captures scenes from your trip from the air.
The captured image data will be sent to your smartphone immediately.

Shima Kanko Hotel Special Lunch Plan

A special plan is also available that allows you to enjoy a lunch featuring ingredients from the Ise-Shima region, along with a spectacular view overlooking Ago Bay.

How to apply

Each experience can be booked through JR Central's "EX Travel Reservation" service.

*Membership registration for "Express Reservation" or "Smart EX" is required to use "EX Travel Reservation".

For details, please see “Notices from the Career Support Office” on"We chose Shima." Official Special Website.