Japan Airlines Joins Global Sustainable Tourism Council to Lead Eco-Friendly Travel Initiatives

The Global Sustainable Tourism Council (GSTC), an organisation that establishes and manages global standards for sustainable tourism, gained its first member in the world on September 1, 2023, when Japan Airlines (JAL) joined. This will grant JAL access to GSTC’s specialised knowledge of Sustainable Development Goals (SDG) in tourism and its global network.

To support the implementation of sustainable tourism that embraces GSTC's philosophy, JAL has teamed with Sakura Quality Management Co., Ltd., or "Sakura Company", the only Japanese company recognised by GSTC for its distinct evaluation standards. Through this collaboration, JAL hopes to grow and promote environmentally friendly travel.

The government's "The New Tourism Nation Promotion Basic Plan" inbound recovery strategy lists sustainable tourism as a major project. "Tourism that takes full account of its current and future economic, social, and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities" is how the United Nations World Tourism Organization defines it. Objective indicators like the GSTC Criteria are needed to analyse tourism-related activities.

Through this collaboration, JAL and Sakura Company will provide travellers with the opportunity to experience sustainable tourism that complies with international standards, fostering new relationships and connections through travel, and helping to address social issues like over-tourism, environmental degradation, and the disappearance of local cultures and customs.

JAL is committed to furthering its role in the promotion and growth of responsible tourism, region rejuvenation, economic development, and related population growth.

Some examples of their Future initiatives include JAL’s plans to foster auditors internally to accelerate the certification of domestic accommodation facilities which will be conducted by Independent qualified auditors who went through the GSTC Auditor Training and passed to ensure their credibility.

Furthermore, in collaboration with relevant local government agencies and local communities, JAL will arrange seminars, education, and consulting services, as well as set up a system to receive inquiries from DMOs and others. This will help to promote human flow and regional revitalisation.

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