Celebrating Sustainable Tourism: JARTA Hosts Travelife Awards on World Tourism Day 2023

On September 27, 2023, JARTA (Japan Alliance of Responsible Travel Agencies) held a notable Travelife Award Ceremony as part of World Tourism Day celebrations, set against the vibrant backdrop of the Tourism EXPO Japan 2025. This event not only showcased the commitment to sustainable tourism across Japan but also brought together industry leaders and guests from the Adventure Travel Trade Association (ATTA), emphasizing the global recognition of sustainable travel initiatives.

A Day of Recognition and Celebration

The ceremony, which took place on a special stage during the Expo, was a grand affair that attracted a significant audience, highlighting the increasing recognition of sustainable tourism practices in Japan. Among those in attendance were esteemed representatives from ATTA, including President Gustavo Timo and APAC Director Hannah Pearson. Their presence added to the significance of the day, as they delivered encouraging messages praising the efforts of the awardees and reiterating the importance of sustainable tourism in today’s world.

Awardees Honored

The spotlight of the event was on the three notable companies awarded with the Travelife Partner status. The honorees were:

- Chura-boshi Inc. (SATOYAMA EXPERIENCE)
- Kohaku Inc. (IN KANAZAWA HOUSE)
- Canyons Inc. (CANYONS)

These companies were recognized for their dedication and contributions to promoting sustainable tourism through the Travelife program offered by JARTA. Their commitment not only elevates their businesses but also inspires other entities within the tourism sector to pursue sustainable and responsible practices.

Messages of Encouragement

During the ceremony, both Gustavo Timo and Hannah Pearson expressed their admiration for the achievements of the awardees. They highlighted the vital role that sustainable tourism plays in protecting the environment and supporting local communities. Their encouraging words resonated with all attendees and served as a reminder of the impact that conscientious travel can have on our planet.

Understanding Travelife

Travelife is an internationally recognized certification program aimed at promoting sustainable tourism practices across the globe. Currently, the program has been implemented in over 90 countries with more than 700 businesses achieving Partner or Certified status as of October 1, 2025. This global initiative is helping companies enhance their sustainability journeys and contribute positively to the tourism industry. For those interested in learning more about Travelife, additional information can be accessed at Travelife.

JARTA’s Contributions at the Tourism EXPO Japan 2025

At the JARTA booth during the Expo, various initiatives were showcased to educate attendees about sustainability in tourism. Highlights included:

- Information on international certification programs such as Travelife, Green Key, and Blue Flag.
- Insight into JARTA members' efforts toward achieving sustainable tourism in Japan.
- Awareness campaigns designed to enlighten the public and industry stakeholders about sustainable practices.

Engaging Visitors with Sustainable Practices

In addition to the awards, JARTA held an engaging quiz titled “What is Touristship?” designed to educate both tourism professionals and visitors about sustainable tourism concepts in a fun and interactive manner. From September 25 to 28, participants learned to appreciate the mindset of being 'touristship-centric,' which encompasses the idea of making positive contributions to local communities while traveling. This initiative underscored the essence of responsible tourism and the profound impact that individual actions can have on the broader community.

Through quizzes and engaging discussions, visitors were inspired to think about how their travel choices affect the local economy and society, with the intent of promoting a sustainable approach to tourism.

A Unified Call to Action

As the tourism industry faces increasing challenges due to its expanding influence globally, JARTA advocates for unity among travelers, local communities, and businesses. The organization’s commitment to the principles of Touristship emphasizes the importance of understanding the power of tourism and taking action toward impactful change. JARTA encourages the adoption of international certification systems such as:

- Green Key for accommodation providers
- Travelife for tourism enterprises
- Blue Flag for beaches and marinas

Such initiatives are gaining momentum across Japan as more individuals and businesses join the cause for sustainable tourism.

Let's Embrace Sustainable Tourism Together!

On this World Tourism Day, a collective celebration for sustainable tourism is in order—a day where travelers, communities, businesses, and nature can coexist harmoniously. JARTA invites everyone to sign and support the Sustainable Tourism Tokyo Declaration – Vision 2030, reinforcing the commitment to fostering a prosperous, sustainable future for tourism in Japan. Get involved and make your voice heard by signing the declaration here.

For official information regarding World Tourism Day and related activities, please visit the United Nations Official Website.

Contact Information

JARTA (Japan Alliance of Responsible Travel Agencies)
403 Shimomaruya-cho, Nakagyo-ku, Kyoto City, Kyoto, 604-8006, Japan
Tel: 075-777-1244
Email: [email protected]
Website: JARTA