JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”), and in August 2020 launched the “JAL Furusato Ambassadors,” cabin crew members selected through an in-house recruitment process who move to the area to promote initiatives in their respective regions. In December of the same year, JAL appointed “JAL Hometown Cheering Troops” who are involved in regional revitalization while serving as flight attendants. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We interviewed Ms. Junko Kimura, a JAL hometown ambassador who is involved in monitoring tours of the Ishizuchi area at the Matsuyama Branch.
–What can you tell us about your initiatives?
This peak looks like the “Mattterhorn” in the Alps. Ishizuchi, the highest peak in western Japan. Ishizuchi has long been revered by many people as a mountain of Shugendo (mountain asceticism). Visitors can enjoy activities such as mountain climbing, cycling, and hiking in this magnificent natural setting. In addition, “Uchinuki,” one of the 100 best waters in Japan, is truly a blessing from Mt. In order to let as many people as possible know about the charms of the Ishizuchi area, which is a treasure trove of such treasures, I planned and personally participated in a monitoring tour.
–How are you involved in this effort?
I worked with Sorayama-Ishizuchi to create a tour that could be enjoyed by both Japanese and foreign visitors. Of course, I myself accompanied the tour. The tour included a visit to Gokurakuji Temple, where visitors could experience mountain worship, a purification ceremony at Ishizuchi Shrine, and a dedication performance of a conch shell and shinobue flute at Seijusha Shrine. We also went e-biking on the Ishizuchi UFO Line, where we could experience nature, and hiking in the Kegamori and Menkawa Rivers.
–What are your future plans and prospects?
We will continue to work with the local community in the coming year and beyond to create tourism contents that will be loved by many people. We will also assist in the development of a welcoming environment through cross-cultural communication training.
In addition, we will disseminate information through JAL’s in-flight magazine and social networking services in order to let people know about the attractive local features of the region.
–What is your message to travelers?
When I was in junior high school, I once climbed Mt. Ishizuchi as part of a “boys’ ceremony” commemorative event. On the way up, there were chains on the steep mountain wall, and I clung to the chains as I climbed. I was told that the chains were made not for mountain climbing but for ascetic training, and I was left with the impression that it was a tough mountain. I visited Mt. Ishizuchi for the first time in a long time as an adult, but the spectacular view from the highest peak in western Japan and the slow and peaceful pace of the day left me with the feeling of being surrounded by something gentle and big. I am sure everyone has his or her own way of feeling. Please come and visit Ishizuchi, the mountain of God.
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