JAL teams up with Kammui to boost adventure tourism in Japan

Japan Airlines (JAL) and Tokyo-based travel experience provider Kammui have created a strategic alliance to promote the development of Japan’s inbound premium adventure tourism, in a bid to revitalise local communities and enhance regional development.

Kammui offers adventure experiences nationwide, ranging from diving to skiing to farming, each with a theme such as local food, wildlife or mindfulness.

Kammui will offer packages such as hiking in Shiratani Unsuikyo gorge on Yakushima island, Kagoshima Prefecture, pictured (Photo: Kagoshima Prefectural Visitors Bureau)

Through the partnership, JAL and Kammui aim to leverage their respective strengths to create content encouraging travellers to reconnect with nature, both companies issued in a joint statement.

Adventure tourism has greater per capita consumption and economic impact for regional development, and is increasingly popular globally, the companies added, especially among wealthy individuals who want to contribute to local communities through travel.

Another focus of the partnership will be the collaboration between the Adventure Travel Trade Association and Japan Adventure Tourism Organization, which aims to develop human resources that have the capability to build and promote adventure travel throughout the country.

JAL will also offer eight of Kammui’s 300 experiences through its JAL Dynamic Package, a travel product that combines airline tickets, accommodation, activities, transport and other travel products.

The Kammui packages on offer include hiking in Shiratani Unsuikyo gorge on Yakushima island, Kagoshima Prefecture, the setting for the popular animated movie Princess Mononoke; and a tea ceremony and walking tour at Kyoto’s Daitoku-ji Temple, where generations of tea masters and Zen monks have practiced the art of tea for centuries.

Members of Kammui’s premium membership programme, Kammui+, will also be able to use private jets operated by JAL Business Aviation, enabling them to plan customised itineraries through Kammui’s concierge to destinations in Japan not served by standard flights to enjoy nature-based experiences.

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