JR East will open a high value-added hotel, AZUMA FARM KOIWAI (68-77 Maruyachi, Shizukuishi-machi, Iwate-gun, Iwate Prefecture), in Koiwai Farm, Iwate Prefecture, in spring 2026. Rates are approximately 200,000-300,000 yen per room per night (including meals).
This is part of a new value creation project based on lodging facilities as a way to “create a destination (place) for each person’s journey” to experience high value-added travel and sightseeing. Using “AZUMA FARM KOIWAI” at Koiwai Farm as a model, the company aims to expand the project to other areas in Japan.
AZUMA FARM is a resort brand that offers “a ‘farm life’ experience centered on food and agriculture to protect and preserve Japan’s remaining mountains and forests for the next generation. AZUMA FARM is a resort brand.
There will be a total of 24 guest rooms. There will be a restaurant and lounge building on the property, as well as three private saunas equipped with wood-burning stoves. The accommodations will be designed to blend in with the landscape, utilizing lumber produced on the farm for the architecture.
In addition to offering activities to experience the rich nature and culture of the farm and fresh dairy products, the hotel will also collaborate with the surrounding area and other parts of Tohoku to offer various local attractions such as nature, food, industry, and traditions.
For example, as a new mobility experience, SkyDrive is considering the use of “flying cars,” which the company aims to commercialize, to provide transportation between Morioka and the hotel, and tours of the hotel and surrounding area.
In addition, the company will promote tourism and collaborate with local industries by providing food products from various areas affected by the Great East Japan Earthquake, such as “JR Fruit Park Sendai Arahama,” which is being developed as a reconstruction measure.
© Source travel watch
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