JTB Joins JR East and JAL's Regional Revitalization Strategy to Promote '3D Tourism' in East Japan
JR East, JAL, and JTB have partnered to establish a new broad-area tourism model in the East Japan region. By combining rail and air mobility, the collaboration aims to create seamless travel experiences and revitalize regional economies.
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- 📰 Published: March 31, 2026 at 23:00
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East Japan Railway Company (JR East), Japan Airlines Co., Ltd. (JAL), and JTB Corp. (JTB) will collaborate to promote '3D Tourism' in the East Japan area.
JR East and JAL have been working on regional revitalization and social issues based on their 'Regional Future Creation Strategy' under an agreement to strengthen cooperation. To materialize '3D Tourism'—which combines rail and air travel—they are now bringing in JTB's strengths in creating exchange and its nationwide customer base to powerfully promote the creation of wide-area tourism models.
Under this tripartite partnership, the companies will contribute to developing products that seamlessly connect land, air, and regional experiences, and to building attractive destinations in collaboration with local communities, envisioning the future of the tourism industry and local economic revitalization.
### 1. Purpose of the Three-Party Collaboration
(1) By combining the respective strengths and networks of rail, air, and exchange creation, the partners aim to establish new tourism models that promote wide-area travel in East Japan, including Tohoku. They will create 'new mobility and experiential value' by seamlessly connecting land, air, and regional experiences.
(2) They will refine diverse regional resources such as traditional culture, food, and nature, while creating attractive tourism content and experience programs.
(3) For sustainable tourism, they will deepen collaboration with local governments and related businesses to expand exchange and related populations through people flow and extended stays, contributing to the sustainability of the tourism industry and the revitalization of local economies.
### 2. Specific Initiatives for Promoting 3D Tourism
By expanding mobility options that combine air and rail travel, the partners aim to promote wide-area travel in the East Japan area. For example, a variety of stay styles will be possible, such as taking a leisurely train journey to visit multiple regions on the way to a destination and using a flight to return home quickly after spending maximum time at the destination. By proposing diverse travel styles, they aim to promote visits to local areas, extend stay duration, and create travel value that allows for deeper experiences of regional charm.
JR East and JAL have been working on regional revitalization and social issues based on their 'Regional Future Creation Strategy' under an agreement to strengthen cooperation. To materialize '3D Tourism'—which combines rail and air travel—they are now bringing in JTB's strengths in creating exchange and its nationwide customer base to powerfully promote the creation of wide-area tourism models.
Under this tripartite partnership, the companies will contribute to developing products that seamlessly connect land, air, and regional experiences, and to building attractive destinations in collaboration with local communities, envisioning the future of the tourism industry and local economic revitalization.
### 1. Purpose of the Three-Party Collaboration
(1) By combining the respective strengths and networks of rail, air, and exchange creation, the partners aim to establish new tourism models that promote wide-area travel in East Japan, including Tohoku. They will create 'new mobility and experiential value' by seamlessly connecting land, air, and regional experiences.
(2) They will refine diverse regional resources such as traditional culture, food, and nature, while creating attractive tourism content and experience programs.
(3) For sustainable tourism, they will deepen collaboration with local governments and related businesses to expand exchange and related populations through people flow and extended stays, contributing to the sustainability of the tourism industry and the revitalization of local economies.
### 2. Specific Initiatives for Promoting 3D Tourism
By expanding mobility options that combine air and rail travel, the partners aim to promote wide-area travel in the East Japan area. For example, a variety of stay styles will be possible, such as taking a leisurely train journey to visit multiple regions on the way to a destination and using a flight to return home quickly after spending maximum time at the destination. By proposing diverse travel styles, they aim to promote visits to local areas, extend stay duration, and create travel value that allows for deeper experiences of regional charm.
FAQ
What is 3D Tourism?
It is a new travel style that combines various modes of transportation like bullet trains and airplanes to create highly flexible itineraries.
What specifically will change with this partnership?
Seamless travel products tailored to individual needs, such as taking the train for the outbound journey and flying back for a faster return, will be offered.
Which areas are covered?
The main target areas are the Tohoku region and other parts of eastern Japan.