Initiatives for Achieving the SDGs
The tourism landscape has been changing drastically in the wake of the COVID-19 pandemic. Interest in sustainability has grown rapidly, and initiatives promoting sustainable tourism are gaining momentum worldwide.
In such circumstances, JNTO formulated the "Policy on Actions for Contributing to the SDGs and Promoting Sustainable Tourism" in June 2021. Based on this policy, we make dedicated efforts to manage the organization with respect for SDGs and considering environmental conservation in project activities. At the same time, we are strengthening efforts to disseminate information overseas about tourism content in Japan that embodies sustainability, provide information on leading examples to Japanese stakeholders, encourage the concept of "responsible travel", and convey information related to universal tourism.
Furthermore, we have positioned sustainable tourism as one of our key initiatives, and established the cross-functional Sustainable Tourism Promotion Headquarters in January 2022 to further strengthen our promotion framework.
https://www.un.org/sustainabledevelopment/
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1. Promotion of SDG-Oriented Operations
Promotion of organizational management that contributes to the SDGs
JNTO has respected the concept of the SDGs, taking environmentally friendly measures to conserve energy and resources while fostering a comfortable work environment with an awareness of gender equality and diversity. We will continue to strengthen our efforts to achieve the respective goals of the SDGs by taking environmentally friendly measures such as going paperless and promoting diversity such as fostering a workplace where everyone can play an active role.
Consideration for environmental conservation in project activities
In addition to disseminating information online, JNTO also conducts offline activities such as attending travel fairs, holding seminars and business meetings, and inviting international travel agencies and media to Japan. In these activities, we will promote reduced use of plastic use and printed advertising materials, create eco-friendly giveaways, and encourage the use of reusable equipment.
2. Promotion of Sustainable Tourism and Universal Tourism
JNTO's Concept of Sustainable Tourism
JNTO views sustainable tourism through the following framework, which is directly connected to the realization of its management philosophy of "Economic growth", "Regional vitality", "Cross-cultural understanding", and "Japan brand power".
(1) Protecting and nurturing the local "environment"
We will contribute to the conservation of nature and biodiversity by disseminating information on cases where environmental resources are optimally used in tourism, such as tourism content with consideration for environmental burden.
(2) Protecting and nurturing the local "culture"
We will contribute to the preservation and succession of traditional and cultural assets (tangible and intangible) that Japan has nurtured since ancient times by communicating them to the world in an attractive form and letting visitors experience them.
(3) Protecting and nurturing the local "economy"
We aim to stably attract and have them stay at various places in Japan, without bias to any specific region or time of year. At the same time, we will contribute to fostering a community that is a great place to live in, and to visit, by revitalizing the regional economy and creating stable, long-term employment through the promotion of experiences unique to the region and the purchase of local specialties, etc.
Tourism Content Collection and Global Information Dissemination
JNTO focuses on collecting and disseminating information to overseas about tourism content that embodies sustainability, such as consideration for environmental conservation, succession of the tradition and culture with stories rooted in the local community, and provision of opportunities for cooking using local products and experiences closely related to the local life. In April 2022, we produced the English digital brochure "EXPLORE DEEPER: Sustainable Travel Experiences in JAPAN" featuring 50 tourism content (facilities, activities, etc.) based on the concept of "nature and culture rooted in nature". We also launched a dedicated webpage in October 2022.
Providing Information on Sustainable Tourism to Tourism Professionals in Japan
As well as the local information such as the travelers' awareness of sustainable tourism and changes in travel industry trends abroad, JNTO collects information about advanced efforts at tourist destinations in Japan and abroad. As part of our efforts to promote and raise awareness of sustainable tourism in Japan, we will provide such information to inbound-tourism professionals at home through our activities, including our website, seminars, and consulting.
Promotion of Responsible Tourism
When travelers consider the nature and ecosystems of the destinations they visit and respect the local customs, manners, and way of living, this contributes to environmental conservation and preservation of traditions and culture, which in turn supports regional sustainability. Our dedicated pages for sustainable tourism provide ten tips on how to be a responsible traveler.
Promotion of Universal Tourism
To ensure that all travelers, regardless of race, nationality, ethnicity, religion, gender, age, or disability, can enjoy Japan comfortably, safely, and securely, we will keep providing information to inbound-tourism professionals in Japan about the characteristics of various visitors and necessary systems required for accepting them. Besides, we will strengthen the dissemination of information about restaurants taking food and drink prohibitions into account and improved barrier-free facilities.