JTB’s 2023 Sustainability Report highlights the company’s commitment to fostering sustainable tourism practices while aligning with global sustainability standards.
In line with the JTB Sustainability Report 2022, JTB’s 2023 Sustainability report outlines JTB’s comprehensive strategies for enriching the travel experience, nurturing the environment, and fostering partnerships that drive collective action for sustainability.
Advancing Sustainability: JTB’s Pillars of Action
JTB’s sustainability approach centers on three priorities: Enriching the Human Experience, Nurturing Our Surroundings, and Engaged Partnering. Through these pillars, the company actively works toward creating meaningful travel experiences while safeguarding the environment and cultural heritage. Key initiatives include:
- Combating Climate Change: JTB continues to reduce its environmental footprint by promoting eco-friendly options and implementing carbon-neutral travel programs like the “CO2 ZERO Travel®” initiative. These efforts align with its goal to reduce emissions and promote renewable energy.
- Preserving Biodiversity: Projects such as the “Yanbaru Zipline” in Okinawa combine visitor engagement with education on biodiversity conservation, showcasing JTB’s dedication to preserving natural ecosystems.
- Community-Centric Tourism: JTB collaborates with local communities to promote cultural tourism, supporting economic revitalization through initiatives like culinary tourism and sustainable area development.
‘’Enriching the Human Experience’ refers to what we offer society as an organization, the essence of what we do as a business. If we are to enrich the human experience, we clearly need to maintain an environment that makes this possible. Of course, this is not something that JTB can accomplish alone. Partnering is essential.’’ exposed Chizuko Nishimatsu, Executive Officer in Charge of Sustainability at JTB Corp.
Supporting Local Economies and Guests
As a GSTC member, JTB exemplifies how partnerships can amplify sustainability efforts across the travel and tourism industry. Through its alignment with GSTC Criteria, JTB promotes:
- Promoting Internal Awareness & Engagement: The JTB Group actively encourages employees to pursue certifications to enhance their understanding of the cultural and environmental distinctiveness of the destinations they serve. Additionally, JTB fosters sustainability awareness through information-sharing, surveys, training, and recognition of best practices.
- Tourism as a vehicle for good: The JTB Group sees travel as a way to address community and environmental challenges, uphold human rights, and promote sustainable development.
- Positive visitor experience: By integrating sustainability into the travel experience, JTB encourages responsible behavior among travelers, fostering a culture of conservation. Working collaboratively with like-minded communities and partners, the JTB Group strives to make the visitor experience more meaningful and authentic.
During GSTC CEO Randy Durband’s visit to Japan last September 2023, a stakeholders dialogue was held at the JTB headquarters to discuss how the private sector can contribute to sustainable tourism management in Japan, featuring JTB Group CEO, Eijiro Yamakita and Electives, among others.
JTB sponsored a Japanese GSTC Training for its employees at the JTB headquarters in Tokyo from September 26-28, 2023. The course was led by Dr. Mihee Kang, GSTC Assurance Director, along with the co-trainers Dr. Mami Futagami, Emeritus Professor at Meijo University, and Koji Miwa, Policy Researcher at Institute for Global Environmental Strategies (IGES).
To learn more about JTB’s sustainability initiatives, explore the full report here.
Become a Certified Sustainable Tour Operator
Becoming certified as a sustainable tour operator means that your travel or tourism product or service complies with the highest social and environmental standards on the market. Learn here how to become a certified Tour Operator.
