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Overview of JTB’s New Initiatives in Nagoya

JTB Corporation is stepping forward to enhance facilities for inbound tourists in Nagoya, Aichi Prefecture. This initiative, set against the backdrop of multiple international events slated for 2026 and beyond, aims to create an inviting atmosphere for foreign visitors. Through this project, JTB plans to identify the unique challenges faced by tourists during their stay in Japan, catering to a diverse range of needs including dietary preferences, cultural sensitivities, and services for hassle-free travel.

Aiming for Positive Visitor Experiences

Aichi Prefecture is anticipating a significant surge in the number of foreign visitors due to forthcoming international events, which necessitates an evolution in the local service landscape. In response, JTB has chosen the Nagoya Sakae area, particularly the Mitsukoshi department store, as its headquarters for enhancing the inbound experience. The project's various measures will systematically address the growing demand for accommodating a spectrum of cultural and religious backgrounds among international tourists.

Key Focus Areas

1. Supporting Diverse Food Cultures
JTB recognizes the importance of culinary inclusivity. Initiatives will focus on introducing diverse menu options such as ‘Halal’, ‘Vegetarian’, and ‘Allergy-friendly' selections to the food outlets within Nagoya Sakae Mitsukoshi and La Chic. Collaborations will involve food diversity specialists like Food Diversity Inc. and Yamamoto-ya, who will assist in menu development, signage improvements, and effective information dissemination.

2. Strengthening Religious and Cultural Consideration
The project will enhance cultural accommodations by setting up multi-purpose prayer rooms and ensuring that information pathways are clear for all visitors. Additionally, guides on conduct and etiquette that reflect diverse religious and cultural backgrounds will be made available to promote respectful and enjoyable interactions.

3. Enhancing Tourist Mobility and Experiences
As part of optimizing tourist routes, a Tourist Information Center (TIC) will be established within the Nagoya Sakae Mitsukoshi vicinity to facilitate guest exploration. Implementing services for luggage storage and delivery aims to promote “hands-free tourism,” making it easier for visitors to enjoy their travels without the burden of bags. Furthermore, JTB will bolster the planning and promotion of tours and regional attractions tailored to inbound tourists.

A Sustainable Long-term Commitment

JTB views this initiative as not merely a temporary action but as an integral first step towards building a sustainable environment that welcomes a diverse array of inbound visitors continuously. By collaborating with governmental entities and local businesses, they aim to improve and elevate services and facilities further, ensuring that these enhancements remain effective even after the international events conclude.

In the future, the model developed in Aichi, which combines local ingredients and specialties with food diversity, is set to be replicated across municipalities and businesses nationwide to support enhanced visitor environments and attract more international tourists. Through these efforts, JTB intends to contribute significantly to increasing regional competitiveness on a global scale while fostering a sustainable flow of visitors.