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EY Strategy & Consulting's Role in Advancing Universal Tourism in Japan

Introduction
As Japan's tourism sector grapples with demographic challenges, including an aging population and the need for inclusivity, the concept of Universal Tourism is becoming vital. EY Strategy and Consulting, based in Chiyoda, Tokyo, has stepped in to support the government's initiative aimed at promoting Universal Tourism, a project spearheaded by the Japan Tourism Agency. The recent creation of an exemplary case collection highlights the successful practices that can serve as models for sustainable tourism and business management.

The Importance of Universal Tourism
Japan has witnessed a shrinking population, prompting the tourism industry to explore new markets. In particular, there is a growing need to establish an environment where older individuals and those with disabilities can travel comfortably and safely. Universal Tourism plays a crucial role in addressing these needs, fostering a more inclusive travel landscape.
The Japan Tourism Agency is specifically focused on developing new exchanges in the tourism market domestically, enhancing both profitability and sustainability in tourist areas by promoting the concept of Universal Tourism. This approach encourages barrier-free adaptations in tourist attractions and accommodations, enabling everyone to participate in travel without hesitation.

EYSC's Contribution
EYSC has been instrumental in the design and policy planning of this initiative. Together with the Japan Tourism Agency and its associates, the firm has supported approximately 120 participants in the formulation and execution of project plans. The resulting exemplary case collection offers a comprehensive overview of successful practices in Universal Tourism, showcasing fundamental knowledge, benefits, practical implementations, and methodologies necessary for operationalizing these initiatives in various tourism contexts.

Overview of the Exemplary Case Collection
This collection serves as a critical resource for stakeholders in the tourism sector, outlining important themes:

• - Fundamentals of Universal Tourism: An introduction to the principles and advantages of Universal Tourism.
• - Practical Examples: Real-life instances of successful implementations of Universal Tourism initiatives across various regions in Japan.
• - Implementation Strategies: Detailed insights and guides on how to effectively implement Universal Tourism practices in different tourism settings.

Anticipated Impact on Local Management
The case collection is designed to empower tourism professionals throughout Japan to actively engage in sustainable regional management. By providing structured insights and successful examples, the aim is to encourage a wider adoption of Universal Tourism practices, enhancing the experience for travelers of all backgrounds.

Comments from EYSC Leadership
Keiichi Hasegawa, Director, and Tatsuaki Suzuki, Manager at EYSC’s Social Agenda Team, noted, "Efforts towards Universal Tourism extend beyond just social welfare. In an aging society, this sector is poised for substantial growth. Our contribution to this project involved supporting various initiatives across the country from a policy design and planning perspective. This collection systematically organizes those efforts, providing a valuable resource for tourism stakeholders nationwide as they explore ways to implement these practices for a brighter future. Promoting Universal Tourism is essential for generating new tourism markets in Japan, ensuring that everyone can travel safely and enjoyably. We will continue to support sustainable and appealing development of tourist destinations in collaboration with public and private sectors."

Accessing the Case Collection
To explore the collection of exemplary practices in Universal Tourism, visit the Japan Tourism Agency’s website for complete insights and resources: EXEMPLARY CASE COLLECTION and SPECIAL WEBSITE.

About EY
EY is a global professional services firm aimed at creating new value for clients, employees, society, and the planet. By leveraging data, AI, and advanced technologies, EY’s teams help shape the future confidently and generate solutions to pressing challenges faced today and ahead. With extensive experience across assurance, consulting, tax advisory, transaction services, and a robust global network serving over 150 countries, EY is committed to building a better working world.

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