Regional Revitalization
Basic Concept
To contribute as a social infrastructure, the JAL Group will tackle solve issues such as creating sustainable
communities and preserving the natural environment to vitalize regions.
In building sustainable communities, we will utilize our air network to connect rural areas with urban areas and the world and to connect people with people. We will use our know-how to provide solutions, from creating regional attractiveness to building systems, in order to create people flow, commodity flow and logistics flow. We will also promote initiatives that contribute to the preservation of the natural environment.
To achieve this, we will create objectives and programs to visit communities, develop products, expand sales channels, conduct environmentally-friendly activities and create programs to preserve the natural environment.
JAL FURUSATO PROJECT
The JAL FURUSATO PROJECT launched in 2021, a renewal of the NEW JAPAN PROJECT launched in 2015 and an expansion of regional revitalization activities, uses the expertise and networks developed by the JAL Group to promote flows of goods and people to regions through tourism promotion and regional industry support. Furthermore, we are working to meet the diverse needs of regional communities as their lifestyles and work styles change, and our aim is to realize a sustainable society and create new demand for air travel. We will bring energy to regions and their residents by discovering and creating hidden regional resources, commercializing them, selling them, and supporting the overseas export of fresh Japanese foodstuffs. Through this, we hope to connect regions, people, and goods.
JAL FURUSATO PROJECT website(Japanese)Open link in a new window
Contribute to SDGs
Creation of local attractions
Japan's farming, mountain, and fishing villages are facing a variety of challenges due to the aging of the bearers of their main industries and a marked decline in the productive population due to a lack of successors. We believe that a mechanism is needed to help people fall in love with the area and provide them with opportunities to revisit and even migrate to the area, so we offer short-term training programs in which participants learn about the work of primary industries while interacting with local people.
JAL Working Holiday
Participants stay in the area for approximately 2 weeks. In addition to practical training in agriculture and other major industries, participants learn about the 6th industrialization business and experience local life. Many participants have commented that they have become more motivated to start farming or move to the area, and some have even taken action to start farming after the training.
*In 2021, JAL offered the "JAL Agriculture Study Program". Both programs were funded by the Ministry of Agriculture, Forestry and Fisheries' "Grants for the Promotion of Agriculture, Rural Areas, and Fishing Villages".
Promotion of new tourism
We create and propose "new travel styles" that are increasingly in demand due to social environmental changes and changes in work styles. We offer "workcations" that allow both travel and work, and other travel styles that make the most of local resources and create interaction between urban and rural areas.
"No-haku tourism"
Combining agricultural experience and sightseeing, we promote "no-haku (staying over at farms)" in satoyama, where visitors stay at old private homes and farmhouse guesthouses and enjoy exchanges with local people. In addition, to ensure that travelers can enjoy safe and secure farm stays, we have established the "Farm Stay Quality Evaluation Support System" with the Japan Farmstay Association. Flight attendants serve as evaluators.
JAL Sa-tabi
We are promoting "Sa-tabi (Sauna Trip, tabi meaning trip in Japanese)" as a new form of tourism that combines local sauna facilities and tourism, allowing visitors to enjoy sauna and learn about the charms of the local area.
We are also involved in "Sa-tabi Promotion," which combines sauna with attractive local tourism resources and culture.
*Sa-tabi business is a business activity of JAL's in-house venture team "W-PIT website(Japanese)Open link in a new window".
Expanding sales channels for local products
We support the expansion of overseas sales channels for fresh Japanese food products and other local specialty products.
Cross-border EC
Cross-border EC sells specialty products from various regions of Japan to overseas markets. We are developing cross-border EC within WeChat, China's largest social networking application. We sell not only food products but also traditional crafts. In addition, we are also working to attract inbound visitors by disseminating information on local culture and tourism, and to revitalize local communities by promoting human, commercial, and logistical flows.
JAL Hometown Tax Donation
In order to further strengthen ties between JAL Group customers and various regions of Japan, the "JAL Hometown Tax Donation" program was launched in November 2020.
In addition to earning miles in proportion to the amount of donations, we also offer local foods, traditional crafts, travel coupons, and other items as gifts in return.
In the fall of 2022, we also launched "JAL Hometown Crowdfunding," which enables direct support for regional (local government) initiatives.
Product development and branding
In order to make attractive regional foods more widely known, we are actively engaged in product development and other activities in collaboration with Jal Royal Catering and manufacturers, and deliver them to airports, limited-time events, mail order, etc.
JAL Sweets Box with JAL cabin attendant
In March 2022, we will commercialize original sweets made from recipes devised by JAL flight attendants, utilizing local specialty products. The product is being developed as a new brand product.
