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JTB signs MOU with GSTC and announces Sustainable Tourism Strategy on its 110th Anniversary

JTB plans to bring positive enhancement of sustainability through its extensive market reach, stretching over 215 offices in 87 cities located in 37 countries/regions.

On the occasion of its 110th anniversary, JTB Corp., one of the travel and tourism industry leaders, signed a memorandum of understanding (MOU) and became a member of the Global Sustainable Tourism Council (GSTC).

By signing an MOU with the GSTC, JTB further accelerates its sustainability initiatives in its business domain, promoting sustainability strategies based on more global standards and refine JTB’s management and business to a level that can continue to coexist with the social and natural environment.

JTB plans to bring positive enhancement of sustainability through its extensive market reach, stretching over 215 offices in 87 cities located in 37 countries/regions.

Improving JTB Business and Supply Chain Using the GSTC Criteria
JTB will expand its social, economic, cultural and environmental information, products and solutions based on the GSTC Criteria, and expand its customers’ sustainability options. In addition, JTB will deepen its customers’ understanding, such as addressing sustainability at the places we visit, recognizing issues, and raising awareness. 

JTB will strengthen cooperation with hotels and destination management companies (DMCs) that are certified by GSTC-Accredited Certification Bodies, along with formulating a new policy related to supply chains. 

Next Generation of Sustainability Practitioners
In cooperation with the GSTC, JTB plans to provide training to enable employees, suppliers and related stakeholders who are tourism operators to gain knowledge of the GSTC Criteria and to apply it in their operations.

JTB will also put emphasis on inspiring the next generation of JTB’s workforce to offer increasingly sustainable products and services.

Commenting on the JTB-GSTC MOU
A growing number of businesses around the world are expanding their sustainability initiatives in alignment with GSTC global criteria. It is clear to JTB that the time is ripe to step up the pace of the industry’s journey towards sustainability in the domestic Japan market and beyond. Through an exhaustive materiality assessment, JTB has identified the following three sustainability priorities: (1) Enriching the Human Experience, (2) Nurturing our Surroundings, and (3) Engaged Partnering. Our MOU with GSTC establishes the framework for a powerful, far-reaching sustainability partnership that will guide JTB’s sustainability efforts in the months and years to come. Working closely with GSTC, JTB is committed to bringing its management and operations into alignment with GSTC’s global standards in order to ensure the long-term sustainability of its business and the markets and communities in which it operates,” says Eijiro Yamakita, CEO and President of JTB Corp.

GSTC well recognizes the importance of JTB in the marketplace and we are delighted to support their continued enhancement of sustainable approaches to their business practices,” says Randy Durband, GSTC CEO. “We look forward to a productive collaboration.”

JTB’s sustainability strategy is expected to bring significant changes to the Asia-based tourism businesses. I have no doubt that the capacity building of their human resources and cooperation with suppliers and partners will in the near future present a model for the tourism industry in Asia and will further promote sustainability in all tourism industries globally” says Dr. Mihee Kang, GSTC Director Asia-Pacific.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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