announced a strategic alliance to promote the development of the inbound premium adventure tourism (hereafter "AT"*1) market with the goal to revitalize local communities and enhance regional
development.
(*1) Adventure tourism is a form of travel that combines two or more of the three elements of "activity," "nature," and "cross-cultural experience”. Travelers combing experience in nature with other cultural elements and interactive contact with local communities thereby experiencing the nature and culture of that region.
Background to the Alliance
As compared to more conventional forms of travel, AT has greater per capita consumption and
economic impact for regional development and is becoming increasingly popular in Europe, the U.S.,
and elsewhere, globally. AT is especially popular amongst wealthy individuals who value the
importance of contributing to the local communities through travel. While demand for AT in Japan has
been growing in line with increases in inbound travel, there remains a shortage of skilled guides and
appropriate infrastructure conducive to welcoming international visitors.
Kammui and JAL has entered a strategic alliance involving various initiatives to enhance AT in Japan
with the goal of developing the market for premium tourism, with a focus on inbound travelers. Kammui
and JAL will leverage their respective strengths to create premium content encouraging travelers to
reconnect to nature in innovative ways and inspire more people to experiences Japan’s nature.
Summary of the Alliance
A. Development of human resources for the promotion of AT
In cooperation with the Japan Adventure Tourism Association (JATO), where JAL belongs as one
of the regular members, and the Adventure Travel Trade Association (ATTA), the largest industry
organization in the AT field, JAL and Kammui will work together to develop human resources
capable of promoting AT, with the goal of promoting world-class AT in Japan. The partnership will
focus on developing individuals with the ability to act as leaders in their respective regions and
build and promote networks in each region to enhance AT within Japan
Tags: Japan Adventure Tourism Association (JATO) Yuji Akasaka, Japan Airlines Co., Kammui Inc. Maximilian Mackee, Adventure Travel Trade Association (ATTA)
