JTB Corp, is the largest travel agency in Japan and one of the largest travel agencies in the world. Its commitment remains steadfast in viewing their mission holistically, not only from the perspective of the customers, but also from the standpoint of the residents, businesses, and stakeholders in every community they serve. The company feels responsible to ensure that policies and practices contribute to preserving the beauty and cultural heritage that make each destination unique.
The JTB Sustainability Report 2022 displays contributing to the solution of societal challenges, promoting socioeconomic and environmental sustainability, and fostering the long-term health and viability of the industry.
‘Perfect moments, always’
JTB Corp displays to understand that the long-term viability as an organization is intimately linked to the sustainability of the industry, society and the planet as a whole.
For over a century, the JTB Corp has been dedicated to crafting ‘Perfect Moments’ and, as the report exposes, the company is eager to keep doing it for the next 100 years in ‘’a ‘new’ era… sustainability’’ as Eijiro Yamakita, President & CEO of JTB expresses in his welcome message at the beginning of their Sustainability Report (2022).
“The JTB slogan ‘Perfect moments, always’ reflects our brand legacy of creating value and connection through a wide array of modalities… from travel and tourism, international conferences, and sporting events to online events and regional revitalization efforts,” says Kuniko Takasaki, Chief Communication Officer in Charge of Sustainability and Diversity Promotion, JTB Corp and Member of the GSTC Board of Directors, in the report.
The Role of Sustainability
[Photo Page 10 from JTB’s Sustainability Report 2022]
JTB Corp has outlined three core sustainability priorities: Enriching the Human Experience, Nurturing Our Surroundings, and Engaged Partnering. These priorities are based on stakeholder expectations, social concerns and business relevance, and showcase its efforts to enhance the human experience, protect the environment, and foster meaningful partnerships in its journey towards sustainability.
These priorities shape the organization’s approach to sustainability and guide its actions.
JTB and GSTC partnership to advance sustainable tourism practices
In March 2022, JTB Corp joined the Global Sustainable Tourism Council (GSTC), and signed a Memorandum of Understanding (MOU) to further accelerates its sustainability initiatives in its business domain, promoting sustainability strategies based on more global standards and refine JTB’s management. JTB will also strengthen cooperation with hotels and destination management companies (DMCs) that are certified by GSTC-Accredited Certification Bodies and business to a level that can continue to coexist with the social and natural environment.
Recently, a GSTC Workshop and Training in Japan was successfully completed. The GSTC Workshop sponsored by JTB Corp was held the 27th of September at the JTB Corp office in Shinagawa-ku, Tokyo. With over 40 participants from 15 GSTC Organizations and Destination Members in Japan. Read more here.
Sustainability Priorities and the SDGs
Their core priorities are also aligned with the United National (UN) Sustainable Development Goals SDGs.
‘’Enriching the Human Experience’’ relates to creating a sustainable, inclusive society that enhances employee well-being, supports lifelong learning, and champions diversity and inclusion. Connected in first place to Goal 4: Quality Education, Goal 8: Decent Work and Economic Growth, and Goal 10: Reduced Inequalities. Ancillary Goal 5: Gender Quality and Goal 9: Industry, Innovation and Infrastructure.
‘’Nurturing Our Surroundings’’, prioritizes environmental and cultural preservation by understanding community needs and implementing eco-friendly policies. Related mainly to Goal 11: Sustainable Cities and Communities and Goal12: Responsible Consumption and Prodution. Ancillary Goal 3: Good Health and Well-being, Goal6: Clean Water and Sanitation, Goal 7: Affordable and Clean Energy, Goal 12: Responsible Consumption and Production, Goal 13: Climate Action, and Goal 15: Life on Land.
‘’Finally, Engaged Partnering’’ is about collaboration with the stakeholders, including customers, communities, and partners, to address travel industry challenges collectively and find sustainable solutions. Directly connected to Goal 17: Partnerships for the Goals.
Their sustainability priorities work together to support these SDGs: Goal 1: No Poverty, Goal 2: Zero Hunger, and Goal 16: Peace, Justice and Strong Institutions.
Today’s JTB traces its roots back to Japan Tourist Bureau, an agency formed in 1912 for the purpose of servicing the ticketing needs of foreign tourists in Japan. Over the span of its first 100 years, JTB steadily evolved into a travel and tourism industry leader. JTB Corp. and JTB Corp, hereafter referred to as “JTB”, is an entity in the field of tourism, providing the service of travel agents, tour operators, land operators, consultation services and providing tourism educational service, legally registered in Japan and headquartered in Tokyo, Japan with branch offices all over Japan, Asia Pacific, Europe, North America and South America.
Through vision, integrity, innovation, and unsurpassed know-how, the JTB Corp consistently creates unparalleled value for its stakeholders.
Becoming certified as a sustainable tour operator means that your travel or tourism product or service complies with the highest social and environmental standards on the market. Learn here how to become a certified Tour Operator.