The Japan Tourism Agency has begun a discount service, presumably for foreign tourists. The Agency has a web page about it with its usual bad translation and oddities like double-byte 'rice mark' asterisks which aren't displayed properly on foreign PCs. The card can be printed, emailed to your iPhone, or downloaded as an Android app. The cards are also being given away at tourist information offices - I picked one up at the information centre in Dogo.
JTB in the UK is sort of giving the impression that the card is sort of exclusive to them, without actually saying say so.
There's a PDF which lists all of the currently affiliated businesses and tourist sites. Ehime has about 25, one of which is the "Kurushima Strait fast flowing stream watching the tide ship". If they had employed a native speaker to translate that, it would have come out differently.
Since there don't seem to be any terms and conditions attached to use of these cards, it will be interesting to see how businesses choose to erm ... discriminate ... between (or against) users. As a resident, will I be allowed to use it? Will my Japanese wife? And my 'half' son? This should be interesting.