We create local jobs and actively support 'Buy Local' initiatives.

The JTB Group's approach to destination development aims at striking a healthy balance between local economic benefits and environmental, cultural and social concerns. We are particularly mindful of the rights of indigenous peoples.

The JTB Group is deeply involved in the development and implementation of sustainable area solutions. By organically integrating existing tourism resources with new investment and development activity, the JTB Group creates 'thematic visitor ecosystems' that generate sustainable destination value.

Targets & Performance

Specific Initiatives 1：〈 Sustainability-Oriented Tours 〉 Yanbaru 'Biodiversity' Zipline
Nestled amidst the lush, subtropical Yanbaru forests of northern Okinawa, the JTBoperated zipline offers riders an unforgettable 'aerial stroll'accompanied by informative commentary by forest guides on rare vegetation and biodiversity preservation. (FY2023 Zipline Riders: 10,726)

Specific Initiatives 2：〈 Area Conservation Efforts 〉 Fukukitaru
: Through proceeds from the sale of fukugi (Happiness Tree) saplings, JTB is helping to preserve the picturesque beauty of the Bise area in Motobu, Okinawa.

The JTB Group is working to curb the adverse impacts of overtourism on local communities and ecosystems.

Specific Initiatives 1：〈 Visitor Mobility Solutions 〉 Yamanashi Tourism MaaS*
Yamanashi Prefecture, located just a few hours by car from Tokyo, is well-known for its abundant tourism resources.
The prefecture's scenic areas and wineries are particularly popular with visitors.
Unfortunately, many of these attractions are situated far apart from one another and not readily accessible through Yamanashi's existing transportation grid.
With some 70% of visitors arriving in their own vehicles, traffic congestion has also become a growing challenge for the Prefecture as has finding solutions to help drivers avoid the temptation of getting behind the wheel after wine-tasting.
To address these challenges, the JTB Group partnered with the municipalities of Kofu, Yamanashi, Fuefuki, and Koshu to conduct proof-of-concept testing of an innovative new system called the Yamanashi Sightseeing MaaS.
Designed to facilitate mobility by connecting visitors, tourist attraction operators and transportation providers, the Sightseeing MaaS platform provides a one-stop source for finding optimal travel routes, making reservations, and processing payment.

* MaaS (Mobility as a Service) platforms harness the power of digital technology to integrate multiple modes of public and private transportation, enabling users to search for information and make reservations and payments through a convenient 'one stop' portal.

Specific Initiatives 2：〈 MaaS Software 〉 Tourism Platform Gateway™ (TPG)
JTB develops proprietary software to power Mobility as a Service (MaaS) platforms for the tourism industry. These platforms are playing an important role in facilitating visitor mobility and boosting visitor spending.

Specific Initiatives 3：〈 Digital Ticketing Solutions 〉 PaaSket
An Android-based app that validates electronic tickets issued through the Ticket HUB® platform. Through integrated QR code verification and contactless ticket stamping, PaaSket helps to significantly reduce the manual processes involved in paper ticketing operations and alleviate congestion at venue entry points.

The JTB Group partners with a diverse range of local stakeholders to develop tailored tourism solutions that help overcome local challenges and create sustainable communities.

Specific Initiatives 1：Kai-Fujiyama Road Project

JTB's Kai-Fujiyama Road Project is a sustainable destination development initiative aimed at curbing overtourism around the Kawaguchiko Train Station and distributing visitor flows to other destinations in Yamanashi Prefecture.
In partnership with local stakeholders, JTB has created Tourist Base Kawaguchiko (completed November 2023) in front of Kawaguchiko Station and

Lily Bell Hütte (completed April 2024) in Fuefuki City. The latter facility is located close to Fujiyama Twin Terrace, an observation deck with spectacular views of Mt. Fuji. Both of these new facilities are designed to serve as gathering places for international visitors. Through new tours that transport visitors between these two locations, JTB is helping to create new visitor streams and spread out the benefits of tourism more equitably and sustainably across Yamanashi.

Specific Initiatives 2：SICS Sustainable Lounge

JTB has entered into a comprehensive partnering agreement with the City of Takamatsu (Kagawa Prefecture) aimed at revitalizing the city's Central Wholesale Market.
Under this collaboration, JTB created the SICS Sustainable Lounge (opened in May 2024) to serve as a place where visitors and residents can gather, dine and explore common interests.
The ground floor of the 2-story SICS Lounge is

occupied by Kusemonoz, a restaurant serving aesthetically imperfect but otherwise completely edible local seafood and produce. The second floor provides space for hosting events aimed at promoting visitor-resident interaction. The SICS Sustainable Lounge is operated through a tie-up with local community partners. In addition to contributing to food sustainability, the Lounge serves as an important venue for promoting the Takamatsu City Central Wholesale Market and the attractions available across the Setouchi region.

The JTB Group works closely with community partners to identify and develop tourism resources and sustainable area development solutions. From the Oki Islands of Shimane Prefecture to the Yanbaru region of northern Okinawa, JTB professionals are providing needed on-site expertise and support.
Working hand in hand with local stakeholders, we create value-added services, one-stop welcome centers and promotional campaigns aimed at reaching targeted demographics in order to increase visitor traffic, length of stay, and spending.

※ More than 130,000 people have participated in Brighter
　Earth worldwide since the program's inception in 1982.

The JTB Group is excited about bringing people, places and possibilities together in culturally and environmentally meaningful ways. Through the JTB Brighter Earth Project, we bring customers and employees together with local residents to participate in cleanup drives, conservation efforts and other hands-on projects aimed at cultivating a deeper appreciation of local culture, history and ecology... and creating a Brighter Earth. Between 2012 and 2023, 20,347* participants (including 7,205 JTB Group employees) have taken part in 436 Brighter Earth projects around the world.
The JTB Brighter Earth Project

Specific Initiatives1：JTB Hawaii Brighter Earth Project
Maunalua Bay Cleanup On June 17, 2023, 21 JTB employees and 73 customers rolled up their sleeves to remove harmful algae from Maunalua Bay on the island of O'ahu in an effort to preserve the beauty and vibrancy of Hawaii's local ecosystem for decades to come.

Specific Initiatives2：Yanbaru Forest Conservation Project
On November 19, 2023, 21 JTB employees joined forces with 31 customers to protect Yanbaru Forest, a UNESCO Natural World Heritage Site. Participants learned about the dangers of invasive plants and helped remove these undesirable species from the local ecosystem.

Specific Initiatives3：Kyotamba Matsutake Mushroom Restoration
In the Kyotamba area of Kyoto Prefecture, Matsutake mushrooms are a local specialty. On October 14, 2023, 11 JTB employees teamed up with 14 customers to support biodiversity conservation and forest management efforts aimed at restoring conditions that allow these mushrooms to thrive.

We abide by local conservation rules and respect the sanctity of environmentally and culturally sensitive sites.

We are committed to educating travelers about local do's and dont's, selecting qualified tour operators/guides, and providing our people with the training they need to do their jobs responsibly.

The JTB Group provides customers with opportunities and venues for interacting with community residents in order to deepen their understanding of indigenous peoples and local environmental concerns.

Specific Initiatives1：〈 Helping Visitors Better Understand Indigenous Culture 〉Ainu Cultural Experiences
JTB Hokkaido tours give participants the opportunity to engage their five senses in the history, lifestyle and traditional culture of the indigenous Ainu people. Hands-on experiences include a traditional Ainu welcoming ceremony, Ainu wood carving, Ainu cuisine and presentations by native Ainu guides.

Specific Initiatives2：〈 Helping Visitors Better Understand Indigenous Culture 〉Discovering Aboriginal Culture at Uluru (Ayers Rock)
JTB tours around the base of Uluru (Ayers Rock) give participants the opportunity to learn about Australia's indigenous folklore while strolling these sacred Aboriginal grounds.

Mori no Nigiwai (Buzz in the Woods) events are original JTB cultural extravaganzas that offer visitors unique opportunities to experience the rich cultural and artistic heritage of 'local Japan'.
Through partnerships with local governments and tourism stakeholders, Mori no Nigiwai events have evolved into fullscale stage productions that feature and perpetuate traditional culture, provide support for young artists, and bring fresh new dynamism to local communities across Japan.

Specific Initiatives

In January 2024, the 137th Mori no Nigiwai event was held at the Okinawa Convention Center to celebrate the rich cultural tapestry and performing arts heritage of Okinawa.
Over 700 performers graced the stage in this unforgettable cultural gala featuring time-honored Okinawa folk traditions as well as contemporary local artists.

This Buzz in the Woods gave more than 5,000 spectators a rare opportunity to experience Okinawa's history and colorful artistic traditions as well as the variety and dynamism of the Islands' emerging performance genres.

Launched in 1983 on the occasion of JTB's 70th anniversary, the JTB Travel & Culture Lecture Series has been captivating audiences for decades. An important part of our ongoing efforts to support culture and the arts, this original Lecture Series has given hundreds of prominent national and international figures the chance to share their unique perspectives on travel and the human condition with audiences across Japan and around the world.

Specific Initiatives

In FY2023, Japanese veteran newscaster Hitoshi Kusano delivered a riveting virtual talk entitled 'Always Embrace New Challenges'.
Candidly sharing behind-the-scenes anecdotes from his 50-year career, Mr. Kusano highlighted the importance of continually rising up to face new challenges.