TOKYO, JAPAN – [Dec 9, 2025] – Japan Travel K.K., a leading innovator in inbound tourism, today announces a strategic partnership with global travel authority Lonely Planet. Under this new agreement, Japan Travel K.K. will serve as the exclusive Destination Management Company (DMC) for Lonely Planet in Japan, curating and operating custom travel experiences for Lonely Planet’s global audience.

This partnership combines Lonely Planet’s legacy of trusted travel advice with Japan Travel K.K.’s on-the-ground tours expertise. Through Lonely Planet’s web-based platform, travelers can now book fully customized trips to Japan that are designed and operated entirely by Japan Travel K.K.’s local experts.

A Shared Commitment to Responsible Tourism. Distinct from standard travel partnerships, this agreement is built on the rigorous "Lonely Planet Charter" focused on ethical and sustainable travel. As a Travelife partner fully compliant with the Global Sustainable Tourism Criteria (GSTC), Japan Travel K.K. is uniquely positioned to execute this vision.

Together, the companies have pledged to fight overtourism and protect local culture. Key sustainability initiatives include:

• Carbon Offsetting: Lonely Planet is committed to offsetting carbon (CO2) for every trip, including international flights.

• Global Standards: Japan Travel K.K.’s operations adhere to GSTC guidelines, ensuring high ecological standards and fair interaction with local communities.

• Environmental Impact: Lonely Planet will plant 10 trees for every traveler and remove plastic waste from the ocean for every trip sold.

• Cultural Respect: A strict adherence to avoiding cultural exploitation and ensuring wildlife protection.

Unlocking the Unexplored Side of Japan. "Our mission is to connect travelers with local experts to co-craft their dream trip," states the Lonely Planet agreement. Japan Travel K.K. will provide full-service operations, including accommodations, transportation, and unique experiences. The partnership ensures travelers receive:

• Hyper-Personalized Itineraries: Custom trip planning that goes beyond the "Golden Route" to reveal unpublished locations and authentic, off-the-beaten-path discoveries.

• 24/7 In-Destination Support: Complete concierge service and support throughout the duration of the trip.

• Local Expertise: Access to a network of suppliers selected for their professionalism and fair wage practices.