Press Release

(Joint Release)                                                                                                              Japan Airlines Co., Ltd
Kammui Inc.

Japan Airlines Co., Ltd. (CEO: Yuji Akasaka; Headquarters: Shinagawa, Tokyo; hereafter "JAL") and
Kammui Inc. (CEO: Maximilian Mackee; Headquarters: Meguro, Tokyo; hereafter "Kammui") have
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.

B. Sale of Kammui experiences through "JAL Vacations", part of the JAL Dynamic Package
JAL will start offering Kammui experiences through JAL Dynamic Package, a travel product allowing
customers to combine airline tickets, accommodation, activities, transportation, and other travel
products. JAL will start by offering 8 AT experiences from within Kammui’s selection of more than
300 unique experiences covering a wide variety of regions of Japan. Kammui and JAL are aiming to
offer new value for travelers to Japan allowing them to enjoy authentic once-in-a-lifetime experiences
combining nature and culture.

C. Kammui+ members offered benefits for the use of private jets operated by JAL Business Aviation
Kammui will offer members of "Kammui+"*2, Kammui's premium membership program, special
benefits with regard to the use of private jets operated by JAL Business Aviation. This will allow
Kammui+ members to plan unique itineraries through Kammui's concierge to destinations in Japan
not served by standard flights. Kammui's concierge service offers traveler’s the ability to plan
private and customized itineraries to unique destinations in Japan for nature based experiences.

(*2) Kammui+ is a premium membership program offered to Kammui customers who want access to the ultimate outdoor experiences in Japan. Currently, Kammui+ is invitation only and is scheduled for public release in Autumn 2023.

【Additional Information】
About Kammui
Kammui partners with Japan's leading guides, instructors, and operators to offer premium naturebased
experiences for beginners and experts alike.
URL：https://kammui.com/

About JAL’s other AT related activities
Press Release on July 14th, “Japan Airlines Designated as Top Partner for Adventure Travel World
Summit Hokkaido Japan (ATWS2023)”
URL：https://press.jal.co.jp/en/release/202307/007499.html

Press Inquiries
Japan Airlines Co., Ltd. (Public Relations Department):
                        Email mediarelations.hdq@jal.com
Kammui Inc.: Email info@kammui.com

Addendum: