Sustainable Business Management

Message from Management

At the JTB Group, our commitment to upstanding corporate citizenry is reflected in our Mission: eWe strive to foster peace and global interconnectedness through the creation of opportunities for meaningful human interactionf.

In alignment with this Mission, our Promise to the Customer is also clear: eWe aim to deliver excitement, joy and results through the creation of opportunities to explore the Earthfs majestic beauty and humanityfs historical and cultural heritage and by contributing to the development of a sustainable society.f

For the JTB Group, ePerfect moments, alwaysf is more than a mere branding slogan. In our ongoing quest to deliver unparalleled satisfaction and real value at every stage of the customer journey, we remain attuned and responsive to changes in the business and social landscapec as we have for over a century. Combining leading-edge digital technology, the warmth of a human touch, and an abiding commitment to sustainable industry practices, we are committed to putting smiles on the faces of our customers as we continue to bring people, places and possibilities together for the next 100 years!

Eijiro Yamakita
President and CEO
JTB Corp.


Sustainability is a top priority for the JTB Group. In addition to our longstanding tradition of responsible corporate citizenry, we actively seek to align our business with the Sustainable Development Goals (SDGs) developed by the United Nations.

Through an open and ongoing stakeholder dialogue, we keep a close pulse on the expectations and concerns of our customers, shareholders, business partners, policymakers and the communities in which we operate. We strive to ensure that our management policies and commercial activity contribute to the long-term health and viability of our industry, our society and the planet as a whole.

Using the 17 SDGs and associated 169 targets as a framework for global sustainability, the JTB Groupfs sustainability strategy is guided by materiality considerations in alignment with the characteristics and nature of each of our businesses. We subscribe to the highest standards of environmental and cultural stewardship, partnering with like-minded stakeholders to create opportunities, venues and solutions that promote mutual understanding and cooperation. We aim to help people everywhere achieve their highest potential in every aspect of their livesc from the everyday to the extraordinary.

Kuniko Takasaki,
Executive Officer
Chief Corporate Communication Officer
In Charge of Sustainability promotion
In Charge of Diversity promotion
JTB Corp.

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Materiality-Guided Sustainability Priorities

Through a comprehensive assessment of the issues most relevant to our business and the needs and concerns of stakeholders, the JTB Group has identified three materiality-guided sustainability priorities: Enriching the Human Experience, Nurturing our Surroundings, and Engaged Partnering. These three ethemesf provide a framework for our sustainability efforts as we work collaboratively with customers, business partners, communities and private- and public-sector industry stakeholders to weave responsible and sustainable practices into the very fabric of our business and industry.
JTB is passionate about sustainability. We are committed to the implementation of policies and practices that maximize the positive impacts of our operations while minimizing the adverse impacts generated by travel and tourism activity.

Enriching the Human Experience

The JTB Group is committed to the development of a sustainable and inclusive society that affords everyone the chance to realize their fullest potential in every facet of their lives - from the everyday to the extraordinary.


  • Recognizing the intimate connection between employee wellbeing and productivity, we eagerly seek to enhance the leisure experience and job satisfaction of our colleagues.
  • We support lifelong learning, human resource development and employee engagement to help our people continuously expand their personal and professional horizons.
  • We are committed to diversity, inclusion and the elimination of barriers - both visible and invisible - in order to ensure that nobody is denied the opportunity to shine.

Nurturing our Surroundings

JTB Groupfs products, services and solutions not only provide our customers with opportunities to experience and expand, they also reflect our abiding commitment to the preservation of the natural environment and the unique cultural heritage of every destination in which we operate.


  • JTB is proactive in identifying community needs and challenges, building bridges of collaboration with and between stakeholders, and supporting local initiatives aimed at promoting long-term environmental and socioeconomic viability.
  • We care deeply for the environment and our policies and actions are guided by a firm resolve to leave the Earth a better place than we found it.

Engaged Partnering

We seek to create robust partnerships with and between our stakeholders in order to drive the development of sustainability solutions that matter, engage and inspire.


Identifying our Priorities (Materiality)

In alignment with our Medium-Term Management Plan and the JTB Group Vision of epioneering ways to bring people, place and possibilities together in a New Eraf, the JTB Group has identified three sustainability priorities based on a comprehensive materiality assessment of the factors most relevant to our business and the expectations and concerns of society and our stakeholders.
These materiality-guided priorities provide an overarching framework that shapes and informs our journey towards greater sustainability.
Stakeholder Expectations and Concerns hBusiness Relevance hhStakeholder Expectations and Concernsh

Promoting Sustainability

The JTB Groupfs sustainability initiatives, coordinated and monitored by its Sustainability Committee, aim to maximize corporate value by contributing to the long-term health and viability of our organization and industry as well as all of our stakeholders in every community we touch.

The JTB Groupfs Mission is to efoster peace and global interconnectedness by creating opportunities for meaningful human interactionf.
To our customers, we are committed to delivering excitement, joy, and results. To our planet, we are committed to infusing every aspect of our business with sustainability-mindedness.

Sustainability Committee

The JTB Groupfs Sustainability Committee brings together sustainability echampionsf from across the Group to develop sustainability strategies, goals and initiatives as well as to monitor sustainability performance.
The Sustainability Committee is also responsible for raising internal awareness and engagement through dialogue, training and information dissemination as well as by recognizing successful sustainability initiatives across the Group.

Sustainability: An Ongoing Journey

At the JTB Group, we believe that our journey towards sustainability begins with employee awareness and engagement. To cultivate sustainability-mindedness, we use a variety of tools including workforce awareness surveys, sustainability training, recognition programs, and internal information-sharing.