In October 2025, the JTB Group released its Sustainability Report 2025, detailing the company’s milestones in advancing sustainable tourism. The JTB Group states that it prioritizes sustainability at its core and promotes sustainable tourism by developing products, services, and solutions that consider both social and environmental sustainability.
Last November 2024, the Group obtained the GSTC Tour Operator Certification for tours in Japan from Bureau Veritas, a GSTC-accredited Certification Body.
Subsequently, Group companies, including Tour East Singapore, JTB Global Marketing & Travel, and JTB PTE LTD, also obtained certification. The GSTC Certification* considers four key pillars: sustainable management, socioeconomic sustainability, cultural sustainability, and environmental sustainability.
“ […] In order to achieve our Mission, we have identified ‘Nurturing Our Surroundings,’ ‘Enriching the Human Experience,’ and ‘Strong Partnership’ through our business domain of ‘Bringing People, Places and Possibilities Together’ as our sustainability priorities. Building human connections has a variety of benefits, and is a source of countless learning and health. It also economically enriches communities and develops their cultures […].” Says Eijiro Yamakita, President and CEO of JTB Corp, in its report.
Kusemonoz: A Co-Creation Hub in Takamatsu
Takamatsu City, Kagawa Prefecture, is redeveloping its Takamatsu Sea & Sun Market, transforming it into a hub for tourism and cultural exchange. In line with this redevelopment, JTB has signed a comprehensive partnership agreement with the city to tackle local challenges and build a sustainable community together.
One of the recent sustainable practices developed involved elementary students from Takamatsu City, under the slogan « Unconventional ingredients are regional treasures, » using underutilized fish to make curry, which is later marketed. Watch the video here: https://www.youtube.com/watch?v=2Ueeppe4zi0
JTB and GSTC Partnership to Advance Sustainable Tourism Practices
As part of its continued engagement with the GSTC, JTB organized workshops in 2023 and 2024 in collaboration with GSTC Japan members, facilitating industry-wide dialogue and capacity building on sustainable tourism practices.
This year, GSTC is developing a tailored Pre-Training Course on Sustainable Tourism for JTB, designed to support and provide knowledge and practical tools, serving as a new step in strengthening JTB’s commitment to more responsible and sustainable tourism practices.
A message from our CEO, Randy Durband
In the Feedback from External Stakeholders section of the report, Randy Durband, GSTC CEO, commended JTB’s efforts, stating:
“I highly commend JTB Group for obtaining GSTC certification as a first step. Looking ahead, I believe JTB can make an even greater impact by clearly communicating its sustainability expectations and goals to its extensive supply chain. Measurement and reporting of sustainability-related indicators remain a significant challenge, but I view the formation of an internal team and the start of concrete efforts as a very positive development. Tracking greenhouse gas emissions and providing continuous staff training are also essential. Especially in tourism, where customer interaction is key, empowering every staff member to understand and embody the principles of sustainability is critical to driving real change. Frontline employees often have the best insights into practical improvements, and their engagement is invaluable.
I also hope to see JTB expand its collaboration into emerging areas such as attractions and food services, where issues like food waste and plastic reduction are becoming increasingly important. By addressing these comprehensively, JTB can further strengthen its leadership. With its scale and reputation, I am confident that JTB Group can play a leading role in advancing sustainable tourism globally.”
To learn more about JTB’s sustainability initiatives, explore the full report here. Updated information regarding the sustainability initiatives of the JTB Group can also be found on their official website: https://www.jtbcorp.jp/en/
Become a Certified Sustainable Tour Operator
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.
