The GSTC Sustainable Tourism Training, sponsored by the Organization for the Promotion of Tourism in Shikoku, was held in Marugame City, Kagawa, Japan, from July 3 to 5, 2025.
Participants were mainly representatives from DMOs and tourism associations across Shikoku Island, bringing together a diverse group of professionals committed to advancing sustainable tourism practices in the region. Their active engagement throughout the training fostered meaningful discussions and the exchange of ideas on how to apply the GSTC Standards within their respective destinations.
As part of the training, the group carried out a site visit to Marugame Castle and the Marugame Uchiwa Museum. The visit offered an immersive learning experience, allowing participants to explore firsthand how historical and cultural assets are being preserved and interpreted through a sustainability lens.
At Marugame Castle, one of Japan’s few remaining original wooden castles, participants learned about the ongoing efforts to protect the site’s architectural heritage while enhancing visitor engagement and accessibility in a sustainable way. The visit to the Marugame Uchiwa Museum, dedicated to the region’s traditional fan-making craft, highlighted the importance of preserving local craftsmanship and supporting community-based tourism initiatives.
Through these visits, participants were able to connect classroom discussions with real-world examples of sustainability in action, gaining practical insights into how cultural heritage, local identity, and responsible tourism development can work together to strengthen destinations like Shikoku.
“I felt a strong sense of positive energy around sustainable tourism initiatives within each local community we visited. Much of the discussion among participants centered on how to conserve historical heritage; however, many of these communities are currently underfunded and receive limited tourism revenue. At the same time, there is a growing awareness of the need to prepare for the potential challenges of overtourism in the future,” mentioned Kazuhiro Arai, GSTC Trainer and CEO of Daisetsuzan Experience.
If you are interested in contributing to the industry’s sustainable transformation, consider checking out GSTC’s upcoming courses here.
