Supporting Local Communities
As part of its responsibility as a Destination Management Company (DMC), the JTB Group plays an active role in tourism management in all 47 prefectures across Japan. In our overseas markets, we consciously strive to contribute to sustainable local tourism development.
Our extensive network of relationships with local businesses, schools and government agencies enables us to develop dynamic partnerships to support sustainable community development through a wide range of initiatives in and beyond the travel and tourism sector.
- Key Initiatives
Supporting Sustainable Local Development
Harnessing its century-plus-long legacy of 'bringing people, places and possibilities together', the JTB Group actively supports SDGs Future Cities, carbon-free zones and numerous other public, private and public-private initiatives aimed at promoting the environmental, cultural and socioeconomic health and sustainability of local communities.
JTB Brighter Earth Project
Promoting 'Buy Local'
The JTB Group's 'Master Chef Spot Consulting Service' offers local governments and agricultural producers the opportunity to tap into valuable input from Japan's leading culinary masters and food experts.
Through this service, communities learn how to identify local gastronomic 'treasures' and incorporate a visitor perspective into their agriculture and tourism development efforts in order to create enhanced destination allure.
Sustainable Development through Food & Agriculture
The JTB Group's School of Culinary Arts & Agriculture features a progressive curriculum aimed at fostering synergies between local agriculture, dining and tourism in order to create new energy and dynamism. The School seeks to cultivate and inspire 'food visionaries and leaders' capable of working with local community businesses and stakeholders to promote sustainable agriculture, dining and hospitality industry collaboration.
Tourism as a Problem-Solving Vehicle
Adding Value to Local Artisanry
Building a 'Culture' of Coming Together
The JTB Group continues to build on its 110 year history of creating connections and possibilities.
hrough its Rurubu collection of travel publications and websites, JTB is an established travel and tourism trendsetter, showcasing the places to be and things to do, see and eat across Japan and overseas.
In addition, through a wide range of complementary Corporate Social Responsibility (CSR) activities, we continue to create a culture of connections, inspiring people to explore, wonder, travel and learn.
Although the pandemic has drastically redefined how we work and play, the JTB Group remains committed to pioneering new ways of carrying out its organizational mission and making a positive contribution in this new era.
- Key Initiatives
When the pandemic caused a drastic curtailment in the demand for travel and travel publications, JTB responded by making hundreds of its Rurubu publications available to the public free of charge. We also made some unique additions to the Rurubu lineup in order to give travel afficionados new opportunities to feed their imaginations and curiosity from the safety and comfort of home.
e-Rurubu... At No Cost
Walking the Streets of the World
As soon as COVID-19 brought the world to a virtual standstill, JTB Group personnel stationed outside of Japan quickly got to work uploading travel videos on Twitter to connect would-be-travelers with life on the ground. This 'grass-roots' initiative quickly evolved into a dynamic collection of virtual tours offering viewers a chance to enjoy a taste of overseas travel on demand and to be a part of an emerging community of virtual travelers.
'Let's Talk Travel'
JTB Mori No Nigiwai
SUSTAINABILITY IN ACTION:
SIGNATURE JTB INITIATIVES
Contributing to Environmental Sustainability through Green Mobility
Nikko MaaS' - Japan's first ever eco-friendly tourism MaaS -
is a groundbreaking service combining the conventional transportation features of a MaaS platform with the convenience of one-stop online shopping for tickets to tourist attractions and outdoor activities in the Nikko area*2.
With Nikko MaaS, visitors can use a smartphone to book rental cars, purchase tickets to historic and cultural sites of interest,
and explore other activities in the area via an easy-to-use virtual portal.*1 Short for Mobility as a Service, MaaS enables visitors to optimize mobility by searching for, booking and paying for public and other modes of transportation through an integrated online portal.*2 Services provided by Tobu Railway, JTB, Tochigi Prefecture, JTB Communication Design, ORIX Auto Corporation and Toyota Tochigi Rental & Leasing.
Future-Looking Partnership Pulls Together the Business Community, Academia,Government and the Financial Sector
The Shinano-Omachi Mizunowa SDGs Future City Project
In July 2020, the City of Omachi in Nagano Prefecture was selected by the central government as an 'SDGs Future City'.
The Shinano-Omachi Mizunowa Project is a unique program launched in collaboration with the City of Omachi that brings businesses, academia, government and the financial sector together in a broad range of initiatives inspired by the area's abundant water resources.
Under the Mizunowa Project, businesses passionate about the SDGs are working together with Omachi and its residents to build an eco-friendly, community-friendly 'model city'. Participants work collaboratively to ensure the city's environmental and socioeconomic viability into and beyond the 22nd century.
Partnering with Local Tourism Bureaus to Expand Sustainable Travel Options
Partnering Agreements with Destination Canada and Switzerland Tourism
JTB and Destination Canada have entered into a groundbreaking 3-year partnering agreement aimed at advancing sustainable tourism in the post-COVID era. As part of this collaborative undertaking, JTB's has launched 'Tsunagari Tabi', a regenerative tourism* initiative offering Canada visitors access to a wide range of sustainable travel options and expanded opportunities to connect authentically with nature and local residents.
On the European continent, JTB Europe Group has similarly launched an exciting 3-year partnership with Switzerland Tourism aimed at promoting 'Swisstainability'.
Under this collaborative venture aimed at propelling the Swiss tourism industry's journey towards greater sustainability, JTB Europe Group encourages supplier participation in local SDGs initiatives across Switzerland and markets Swisstainable products through the JTB Group's extensive Asia sales network.
JTB Europe Group is also developing a learning platform aimed at cultivating 'sustainable travel' experts.
This learning platform will be available to both employees and customers of JTB.
*Regenerative tourism represents a sustainable approach to traveling in which visitors seek to have a positive impact on their travel destination.
- Sustainability Initiatives
- Material Impact
・Enriching the Human Experience
・Nurturing our Surroundings