JR East, JAL, and JTB Collaborate on Regional Future Creation Strategy to Promote Multi-Modal Tourism in Eastern Japan – First Phase Focuses on Launching Travel Products to Enhance 'New Mobility and Experience Value' and Creating Attractive Destinations

East Japan Railway Company (Head Office: Shibuya-ku, Tokyo; Representative Director and President: Yoichi Kise; hereinafter 'JR East'), Japan Airlines Co., Ltd. (Head Office: Shinagawa-ku, Tokyo; Representative Director and President: Mitsuko Tottori; hereinafter 'JAL'), and JTB Corp. (Head Office: Shinagawa-ku, Tokyo; Representative Director, President and Executive Officer: Eijiro Yamakita; hereinafter 'JTB') will promote multi-modal tourism*1 in the Eastern Japan area through a three-company collaboration. JR East and JAL are committed to regional revitalization and solving social issues through collaboration with diverse partners, based on their 'Regional Future Creation Strategy' under the 'Agreement on Strengthening Collaboration for Regional Revitalization in the Eastern Japan Area'*2. To realize multi-modal tourism combining rail and air travel, they will leverage JTB's strengths in creating interaction and its nationwide customer acquisition and generation capabilities to powerfully promote the 'creation of a wide-area tourism model'. Under this three-company collaboration, they will contribute to the development of products that seamlessly connect land, air, and local experiences, and to the creation of attractive destinations in cooperation with local communities, with an eye on revitalizing the regional economy and the future of the tourism industry. *1: What is multi-modal tourism?… A new travel style that combines multiple modes of mobility, such as railways (Shinkansen, etc.) and air travel, to create an itinerary. By combining multiple modes of mobility three-dimensionally, the aim is to achieve more flexible wide-area travel. *2: JR East and JAL Conclude Agreement on Strengthening Collaboration for Regional Revitalization in the Eastern Japan Area (https://www.jreast.co.jp/press/2025/20260206_ho02.pdf) **1. Objectives of the Three-Company Collaboration** (1) By bringing together the respective strengths and networks of the three companies—rail, air, and interaction creation—they aim to establish a new tourism model that promotes wide-area travel in the Eastern Japan area, including Tohoku. By seamlessly connecting land, air, and local experiences, they will create 'new mobility and experience value'. (2) They will refine diverse regional resources such as traditional culture, food, and nature, and create attractive tourism content and experience programs. (3) To achieve sustainable customer attraction and dispatch, they will deepen collaboration with local governments and related businesses, expand the exchange population and related population through creating human flow and extending stay times, thereby contributing to the sustainability improvement of the tourism industry and the revitalization of the regional economy. **2. Specific Initiatives for Promoting Multi-Modal Tourism** By expanding travel options combining air and rail, they aim to promote wide-area travel in the Eastern Japan area. For example, travelers can enjoy a leisurely journey to the destination while exploring the region on the outbound trip, and spend their full time at the destination before returning home quickly by plane on the inbound trip, allowing for diverse ways of spending time. By proposing diverse travel styles, they aim to promote visits to the region and extend stay times, creating travel value that allows for a deeper experience of the region's charm. **(1) Sales of Travel Products for Promoting Multi-Modal Tourism** To verify diverse needs such as mobility experiences and touring intentions of customers in the Tokyo metropolitan area, from April to September 2026, JTB stores in the Tokyo metropolitan area*3 will sell customizable 'rail + air' multi-modal tourism products for trips from the Tokyo metropolitan area to the Eastern Japan area. Customers can choose between rail or air for their outbound and inbound trips according to their needs. A campaign will also be held to distribute travel coupons for advantageous purchases. Please check with eligible JTB stores for details on application requirements, etc. *3: Stores in Tokyo, Kanagawa, Chiba, and Saitama (excluding comprehensive partner stores and some other stores) **(2) 'Creating Attractive Destinations' – Initiatives for Content Enhancement** They will promote collaboration with tourism rooted in local communities and themed tourism content, develop content utilizing JTB's 'power to create interaction', and leverage content developed through each company's regional co-creation initiatives. Furthermore, they will widely disseminate the charm of the Eastern Japan area both domestically and internationally through domestic tourism campaigns and information dissemination utilizing overseas networks, thereby promoting customer attraction. They will also strengthen inbound tourism by planning and proposing inbound products incorporating the developed content. **** 1. 'Fukushima Destination Campaign' x 'Japan's Shun Tohoku' By collaborating with the JR Group Destination Campaign 'Shiawase no Kaze Fukushima'*4, held at the 15-year milestone since the Great East Japan Earthquake, and the JTB Group domestic travel campaign 'Japan's Shun*5 Tohoku', they aim to promote customer attraction to the Tohoku area and expand wide-area travel. *4: 'Shiawase no Kaze Fukushima' Fukushima Destination Campaign (https://www.jreast.co.jp/press/2025/20260206_ho01.pdf) *5: What is JTB 'Japan's Shun'?… A JTB Group campaign implemented since 1998 with the theme of 'rediscovering Japan's charm', aiming to unearth the 'seasonal' charms of various regions, introduce them to more people through travel, and contribute to the revitalization of domestic tourist destinations by allowing visitors to experience local attractions. 2. 'Tohoku Reconstruction Tourism' x 'Michinoku Coastal Trail' To promote Tohoku Reconstruction Tourism, they aim to deepen local experience content and attract educational and corporate training trips. As a community-rooted initiative, they will cooperate with the certified NPO Michinoku Trail Club to disseminate the charm of the coastal area, using the 'Michinoku Coastal Trail' as a hook. 3. Spiritual Tourism Dewa Sanzan, as a deep tourist destination where visitors can experience traditional Japanese mountain worship and other religious cultures in harmony with nature, as well as 'reincarnation', is gaining popularity among inbound tourists. They will collaborate with local communities to propose new travel styles. **(3) Promotion** They will widely disseminate the charm of the region both domestically and internationally. From March 2026, promotions utilizing digital advertising at three airports—Haneda, Itami, and Kansai International—will also be broadcast to domestic and international customers. 1. Airports/Locations for Broadcast Airport Name Keywords: JR East, JAL, JTB, Tourism, Multi-modal Tourism Promotion, Fukushima, Tohoku Reconstruction, Spiritual, Regional Future Creation, Regional Revitalization