To promote sustainable tourism in Japan, Japan Airlines Co., Ltd. (JAL) (Headquarters: Shinagawa-ku, Tokyo; Representative Director, President and Group CEO: Mitsuko Tottori) and Hoshino Resorts Co., Ltd. (Headquarters: Kitasaku-gun, Nagano Prefecture; Representative Director: Yoshiharu Hoshino) are launching the “All-time Favorite vs. Hidden Gems” campaign. This initiative encourages visitors to discover lesser known destinations, helping to alleviate overtourism while supporting regional revitalization.