●Luxury TravelOffering truly luxurious tours to attract luxury travelers from all over the worldUnder the theme of Luxury Travel, we target travelers spending more than one million JPY per trip while in the country. We have strengthened our structure and systems to promote this Luxury Travel theme. As one of our main projects, employees across the organisation work collaboratively on this area as a collective whole. We have also employed external advisors who specialize in this area.●Sustainable TourismEntering the age of sustainability awareness in tourismSustainable tourism refers to travel that takes into account its environmental, cultural and economic impact. In a survey of 29,000 international travelers conducted by Booking.com in 2021, 81% of travelers stated that they would stay at sustainable accommodation at least once over the next few years. Such demand is increasing on an annual basis. ●Adventure TravelExperiential travel, bringing us into direct contact with local nature and cultureAdventure Travel（AT）refers to travel that contains at least two out of the three elements of ‘activity’, ‘nature’ and ‘cultural experience’. As a global trend, the expenditure per traveler on AT is comparatively high, with a market size of approximately $683 billion USD across Europe, the U.S. and South America in 2017. In Japan, the momentum for AT is also growing, as evidenced by the decision to hold ATWS（Adventure Travel World Summit）in Hokkaido in September 2023. JNTO intend to use this as an opportunity to undertake a number of new projects. COLUMN8Among our various projects to promote Luxury Travel, we have placed particular emphasis on sales. In addition to hosting business meetings with our networks of overseas travel agencies, we actively participate in meetings organized by the Luxury Travel Consortium and other such organizations. We also work with the media to place advertisements and with travel agencies to hold events targeting general consumers.https://www.japan.travel/en/luxury/These will include participating in events held by the Adventure Travel Trade Association（ATTA） to network with travel agencies specializing in the AT market, as well as strengthen connections with the media. We are also working on effective information dissemination and expanding the dedicated AT section on our website. https://www.japan.travel/en/sports/adventure/Here at JNTO, we announced our policy in June 2021 for contributing to the achievement of SDGs（sustainable development goals）and the promotion of sustainable tourism. This policy includes the goal of protecting and nurturing local environments, cultures and economies. In line with this goal, we have created a digital brochure introducing 50 different facilities and activities that embody these three elements of sustainable tourism. In addition to the brochure, we have also launched a web page that includes 10 tips to encourage tourists to act as “responsible travelers”.https://www.japan.travel/en/sustainable/Promotion of educational travel to JapanEducational travel refers to group tours for students attending schools overseas that provide an opportunity for them to visit Japanese schools, accompanied by their teachers. For the local communities, it offers an opportunity to build a pool of potential repeat visitors who will want to come back to Japan as a tourist in the future. For students in Japan, it provides a valuable opportunity to learn together with students of the same age from other countries. Our overseas offices, along with our headquarters in Japan, are also undertaking a number of measures to support our ‘Promotion of Educational Travel to Japan’ initiative. These include holding seminars and networking events for schools and travel agencies in countries and regions where educational tours are being planned. Briefings and opinion-exchange meetings are also held to help those involved in educational tourism to attract more visitors. From our headquarters in Japan, we match overseas schools wishing to connect with Japanese schools for the purposes of visits or exchanges with schools in Japan that are able to host them. https://education.jnto.go.jp/ja/
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