Photo by Lovisa Håkansson

Japan hopes to follow Camino de Santiago’s path to marketing success

For centuries, religious pilgrims, and latterly thrill-seekers and those wanting to “find themselves”, have undertaken a month-long trek across northern Spain, along the Camino de Santiago.

Few, if any, of the 200,000 or so people who complete the walk each year will realise that it is now being used as a blueprint to market and promote others around the world. The latest is Japan, which is hoping to use the popularity of the Camino to sell its own pilgrimage, the Way of the 88 Temples, a 750-mile path through the island of Shikoku’s Buddhist past.

Read more (via The Independent)

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