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JAL Auberge Furano: A New Era in Hokkaido Tourism

Japan Airlines (JAL) is embarking on an exciting new venture in the picturesque Nakafurano area of Hokkaido. In collaboration with Nakafurano Town and the Niho Company, JAL has announced plans to open its first auberge, titled "JAL Auberge Furano," in winter 2026. This innovative concept seeks to integrate local resources with the JAL brand, creating a unique experience that highlights the best of what Hokkaido has to offer.

A New Hospitality Model

The auberge, deriving its essence from the French style of hospitality, fuses dining and accommodation into one exceptional experience. This model is not only about providing a luxurious stay but also about promoting seasonal tourism, enhancing the local economy, creating job opportunities, and nurturing the next generation of talent. Traditionally, travel to Hokkaido has seen fluctuations tied closely to summer and winter seasons; however, JAL Auberge Furano aims to attract visitors year-round by emphasizing culinary experiences as a primary reason to visit.

JAL will leverage its extensive national network to market the auberge, while Niho Company will manage day-to-day operations. Construction is set to begin in October 2025, with the official website slated for launch in June 2026, along with reservations opening to the public.

Commitment to Local Community

Using Nakafurano as a model case, there is a vision to expand the JAL Auberge concept across other regions in Hokkaido. The plan is to turn the existing strengths and rich food culture of Hokkaido into a year-round tourist attraction, solidifying a new tourism model centered around auberge accommodations.

Facility Features

• - Name: JAL Auberge Furano
• - Location: North Star Mountain Forest Park area, Nakafurano, Hokkaido
• - Structure: Operated by Niho Company, JAL will provide branding and sales support
• - Opening date: Expected in December 2026
• - Sales launch: Anticipated in June 2026
• - Facilities: The establishment will feature ten rooms, each over 50 square meters and equipped with mini kitchens, designed to harmonize with nature and culture.
• - Dining experience: The restaurant plans to showcase dishes crafted by celebrated chefs, including Michelin-starred chef Makoto Ishii, under the supervision of Shota Tani, a local talent known for his innovative use of ingredients from the Hokkaido region.

Chef Profiles

Makoto Ishii: The owner-chef of "Le Musée," he has garnered two Michelin stars in Hokkaido and is recognized for his excellence in local cuisine. Ishii will supervise the restaurant section of the auberge.

Shota Tani: Hailing from Furano City, Tani has gained recognition for his creativity in utilizing seasonal and local ingredients, expressing the essence of Hokkaido’s agricultural bounty through his culinary creations.

Voices from Leaders

Coji Hayashi, Executive Officer of JAL Hokkaido Branch, expressed excitement about welcoming guests to experience high-quality stays focused on food and unique experiences. He emphasized the ambition to cultivate the auberge into a new cultural icon while contributing to the enhancement of tourism value in Hokkaido.

Kiyoshi Komatsuda, Mayor of Nakafurano Town, remarked on the significance of the auberge’s location within the North Star Mountain Forest Park, hoping it will sustain year-round tourism and contribute to the development of local industries.

Daisuke Maekawa, President of Niho Company, reiterated the commitment to creating a fresh and immersive experience that connects the community with its natural and culinary heritage. "We aim to provide a memorable stay that captures the essence of Nakafurano and allows guests to enjoy the region's unique qualities."

With the launch of JAL Auberge Furano, visitors can anticipate a groundbreaking addition to Hokkaido's tourism landscape, one that intertwines luxury, local culture, and world-class hospitality.