Japan Airlines (JAL) and Resona Bank have officially entered into a comprehensive partnership, a strategic move announced on March 25, 2026, designed to reshape the tourism landscape of the wider Kansai region. This collaboration aims to leverage the upcoming influx of international visitors for events like the Expo 2025 Osaka, Kansai, transforming it into sustainable, long-term economic growth by guiding tourists beyond the well-trodden paths of Osaka and Kyoto.
Background: Addressing Overtourism and Unlocking Regional Potential
The Kansai region, home to iconic destinations like Osaka, Kyoto, and Nara, has long been a magnet for international tourists. In 2023, Osaka Prefecture was the second most visited prefecture in Japan by foreign tourists, trailing only Tokyo. While this popularity has been a boon for the economy, it has also led to challenges of overtourism, concentrating crowds and economic benefits in a few key urban areas.
With the Expo 2025 expected to draw an estimated 28.2 million visitors, regional stakeholders face a critical challenge: how to prevent this massive event from being a temporary economic spike. The key lies in decentralization—encouraging visitors to extend their stays and explore the lesser-known, yet equally fascinating, parts of the region. This partnership between a major airline and a prominent regional bank is a direct response to this challenge.
A Strategic Alliance for High-Value Experiences
The core of the JAL-Resona agreement is to develop and promote high-value-added tour itineraries. This initiative moves away from conventional sightseeing and focuses on creating unique, immersive experiences that connect tourists with local communities, industries, and culture.
JAL will contribute its extensive global network, promotional capabilities, and expertise in air travel to attract affluent and curious travelers. Meanwhile, Resona Bank will utilize its deep-rooted network and relationships with local businesses and municipalities across the Kansai region to unearth “hidden gems”—from traditional craft workshops to cutting-edge technology companies that are not typically on the tourist map.
First Stop: The Craftsmanship of Higashiosaka
The partnership’s inaugural project will be a tour centered on Higashiosaka City, a municipality renowned as one of Japan’s leading hubs for small and medium-sized manufacturing enterprises. Known as the “City of Monozukuri” (the spirit of craftsmanship), it offers a unique glimpse into the industrial backbone of Japan.
The planned tour will go beyond simple factory viewings, aiming to provide educational and collaborative experiences. Visitors might participate in workshops, interact with skilled artisans, and learn about the advanced technologies born in these local factories. This model seeks to attract not only leisure tourists but also educational groups and business travelers, creating a new and sustainable tourism niche.
Future Outlook: A New Chapter for Kansai Tourism
This collaboration signals a significant shift in regional tourism strategy. If successful, the impact could be transformative.
- For Travelers: Visitors to Kansai will have the opportunity for more authentic and diverse travel. Instead of just seeing ancient temples or modern cityscapes, they can engage directly with the people and industries that shape the region, leading to a richer and more memorable journey.
- For Local Economies: By channeling tourism revenue into areas outside the major city centers, the partnership will create new economic opportunities for local businesses, artisans, and communities. This can help preserve local industries and traditions by giving them a new platform and source of income.
- For the Kansai Region: The initiative aims to build a more resilient and sustainable tourism model. By diversifying its offerings, the Kansai region can mitigate the negative impacts of overtourism while enhancing its brand as a destination that offers both world-class attractions and deep, authentic cultural experiences.
The JAL and Resona Bank partnership is more than just a business agreement; it’s a forward-thinking vision for the future of tourism in Western Japan. It represents a commitment to ensuring that the benefits of international tourism are shared more widely, fostering a deeper connection between visitors and the vibrant communities that make the Kansai region truly special.
