#Japan #Tokyo #sustainable tourism #UN Tourism #JTB

JTB Receives Historic Recognition from UN Tourism

In a landmark achievement, JTB Corporation has been awarded by the United Nations World Tourism Organization (UNWTO) for its exceptional contributions to promoting sustainable tourism in the Asia-Pacific region. This recognition, presented to JTB's CEO Eijiro Yamakita during the affiliate member meeting on November 7, 2025, marks the first time that a Japanese company has received such an honor within this category, showcasing the company's long-standing commitment to international tourism development.

Significance of the Award

The accolade, titled "Recognition for the Promotion of the Affiliate Membership in Asia and the Pacific," emphasizes JTB's continuous endeavors to collaborate with the UNWTO and influence sustainable tourism practices across the region. The honor signifies a high level of international validation for JTB's strategic initiatives aimed at enhancing tourism promotion and development in the Asia-Pacific while adhering to sustainable practices.

JTB's Commitment to Sustainable Tourism

JTB has played a pivotal role in advancing sustainable tourism through various programs and projects. Here are some of the key areas where JTB's impact has been acknowledged:

1. International Workforce and Network Expansion
Since 2014, JTB has sent employees to the UNWTO Asia-Pacific division, contributing to the promotion of sustainable tourism. Four employees have taken positions with the UN, thereby enhancing tourism and community revitalization insights. This approach has bolstered Japan's presence in the international tourism market and promoted sustainable tourism models across the region.

2. Voice and Leadership in International Conferences
JTB representatives have consistently participated in major tourism ministerial gatherings such as the G20 Tourism Ministers' Meeting and Tourism EXPO Japan, offering insights as a representative of the Asia-Pacific private sector. Notably, JTB will lead discussions on tourism and investment at the upcoming 2025 Osaka-Kansai Expo. The company has also supported the UNESCO registration of Japan's hot spring culture, promoting local cultural values globally.

3. Market Trend Analysis and Information Provision
JTB has been a key member of the quarterly tourism economic sensor group established by UNWTO. By providing timely and accurate market information, JTB has contributed to trend analysis in the global tourism sector, aiding effective policymaking and operational decisions within the international tourism industry.

4. Supporting Innovation and Entrepreneurship
JTB has been instrumental in sponsoring young entrepreneurs in the tourism sector, offering support that includes investments in promising startups. This initiative fosters innovative ideas and technologies, supporting the creation of sustainable and appealing tourism content. JTB remains committed to nurturing future leaders and business models in the tourism industry.

Remarks from CEO Eijiro Yamakita

Expressing his gratitude, JTB's CEO Eijiro Yamakita stated, "It is a great honor to receive such recognition from UN Tourism. This award is not the result of JTB's efforts alone but reflects the shared dedication of our local communities and partner companies. We will continue to foster global exchanges through tourism and work towards a peaceful and prosperous society."

Looking Ahead

JTB plans to leverage this honor to reinforce its responsibilities and roles as a global corporation, striving to lead the future of sustainable tourism. Future initiatives include strengthening partnerships with UNWTO, enhancing talent development, collaborating with regional stakeholders, and supporting young entrepreneurs.

The recognition received by JTB underscores the significance of sustainable tourism in our interconnected world. As travel continues to evolve, JTB remains committed to paving the way for future generations to enjoy and benefit from cultural exchanges and experiences.