When Max Mackee swapped corporate law and fintech spreadsheets for snowboards and sacred trails, eyebrows were raised. The British-Japanese entrepreneur, raised in Japan but educated in England, is now the founder of Kammui: a sleek, next-gen travel platform making Japan’s backcountry cool again. Based in Tokyo when he’s not off DJing in Seoul or deep in a forest somewhere, Mackee launched Kammui in 2022 — a year after the world began to stretch its legs post-pandemic.
The platform connects curious Japan travellers with local experts for curated experiences rooted in nature, culture, and a touch of mindfulness. Think backcountry snowboarding in Hokkaido, meditative retreats in Gunma, or spiritual pilgrimages along the ancient Kumano Kodo trails. Then came Kammui Adventures, the even more bespoke branch of the brand, offering private, highly tailored journeys for those allergic to crowds and fond of life’s finer, rarer details. The aim? To lure tourists from Japan’s well-worn tourism hotspots – away from the Shibuya Scramble and towards the forests, mountains and slow towns that rarely make Instagram’s top ten — and, in doing so, inject life (and revenue) into Japan’s overlooked interior regions, much in need of a sustainable tourism boom.
Sustainability, yes. Spirituality, often. But don’t mistake Mackee for a soft-focus guru. When he’s not on a mountain, he’s behind DJ decks across Asia. Equal parts adventurer, aesthete and start-up strategist, Mackee is fast becoming an unlikely figurehead in Japan’s travel renaissance. Going from fintech to forest retreats, this founder is creating new paths to Japan’s wild and sacred lands.
Best dining spot in Tokyo that you always visit?
I always find myself back at Cignale Enoteca — it’s understated but consistently excellent, and the wine selection is thoughtful without being showy. Narukiyo is another favourite. It’s lively, a bit chaotic, but full of heart.
Hidden gems in Hokkaido?
The nature around Daisetsuzan National Park or “Kamuy Mintara”, the playground of the gods. It’s one of those places that makes you feel small in the best way. The terrain is wild, the snow is deep, and it’s still relatively untouched if you know where to go. There’s something holy about being in that mountain range and national park, whether it’s summer or winter.
Favourite three cities in Asia and why?
Istanbul– because there’s so much history in the air, from East and West, and yet the city feels alive with the youthful energy of its people. Bangkok — because it’s always buzzing. The creativity, the food, the Muay Thai — there’s just so much going on in Thai culture, in the best way and the people are happy. Seoul — because of its energy, and more personally, because my daughter was born there.
Who are your typical guests at Kammui Adventures?
We’re lucky to work with travellers who are genuinely curious and thoughtful. Many are creatives, entrepreneurs, or families looking to experience Japan in a deeper, more personal way. They’re less interested in ticking boxes and more focused on connecting — with nature, culture, and the timeless moments created with people they meet along the way.
Which of your tours is the most remarkable for spirituality?
The Kumano Kodo Pilgrimage in the Kii Peninsula. Walking those ancient trails through the forest, stopping at shrines that have stood for centuries — it’s a quiet, reflective journey. There’s a depth to the experience that’s hard to describe until you’ve walked it and it can be truly transformative.
Which tour at Kammui Adventures is the most physically challenging?
Each trip is customised, so that really depends on the client but putting that aside, probably our Powder Belt trip, Central Hokkaido. The snow is deep, the terrain demanding, and you have to work for your turns. It’s for experienced backcountry riders — but those who take it on are rewarded with incredible powder and a chance to experience the raw side of Japan’s winter landscapes.
Japan tourism is booming, tell us why you’re bringing tourists away from the crowds, towards lesser known destinations?
Japan’s cities are incredible—there’s no denying that. But the rural and lesser-known regions offer a completely different kind of experience, and for me, that contrast is where the real beauty lies. These quieter areas are home to deep-rooted traditions, close-knit communities, and natural landscapes that are often breathtaking. What I think makes travel in Japan truly unique is that you can still access so much of this — peacefully and without crowds — if you know where to go. If we can help guide people there in a thoughtful, respectful way, you can create “once-in-a-lifetime” moments for travellers while bringing much-needed support to the regions that really deserve it.
In running private trips and itineraries, give us insights on the preferred trips for different kinds of groups?
It really depends on what people are hoping to get out of their time in Japan. We work with a lot of adventurous travellers — especially snowboarders and skiers — who are chasing deep snow in places like Hokkaido or Tohoku and transformative experiences in nature, but who also want to connect with local culture, food, and traditions along the way.
Families often prefer a slower pace — exploring places like Ise, walking the Nakasendo, or diving into the culinary trips curated in Kyushu. More recently, we’ve had a growing number of guests drawn to wellness-focused experiences — from zen meditation hikes to mountain ryokans. That shift toward more mindful travel has been really encouraging to see.
Favourite hotel anywhere?
Monteverdi in Tuscany. It’s simple, quiet, beautifully done, and deeply connected to its surroundings. A place that lets you slow down and connect with the local culture.
Where do you go for total escapism?
Backcountry snowboarding — anywhere quiet and remote. For me, it’s become core to my existence, a meditation that I need and would like all my friends to experience at least once in their lives.
Where do you go for creative inspiration and stimulation?
An outdoor music festival. Is there anything more creative and stimulating than dancing to music in nature?
What’s always in your carry on?
Good headphones and a book I keep telling myself I’ll finish.
Dream vacation, not yet fulfilled
Bhutan. It’s been on my list for decades — maybe one day I’ll make the trip and become a monk there.
