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16 May, 2018

Japanese operators set up Alliance of Responsible Tourism Agencies

Kyoto, 16 May 2018 (JARTA media release) — On the occasion of the 2017 International Year of International Year of Sustainable Tourism for Development, a number of responsible travel agencies in Japan have united to establish the Alliance of Responsible Travel Agencies.

Asia including Japan is projected to be one of the most active regions for travel and tourism. While she enjoys the positive influx of tourists and economic benefits, we must also think if this trend is good for the host communities, environment, and long-term socio-economic gains.

Due to be set up on May 28, the Japan Alliance of Responsble Tourism Agencies (JARTA) comprises fully-licensed travel agencies based in Japan committed to the practice of responsible tourism that do not just want to sell tourism products, but to help create and sell the unique experiences that our buyers and clients also positively contribute to the people and valuable assets in Japan. JARTA firmly believes that sustainable and responsible tourism can be a good tool for sustainable development for the generations to come and plays an important role in achieving the Sustainable Development Goals.

Japan’s travel and tourism has been known for mainstream packaged products to deal with the larger groups where benefits to the host communities were limited due to the issue of economic leakage. It makes more sense that the local communities along with the responsible travel agencies develop and market the unique products to ensure positive benefits remain at the host destinations while minimizing the negative impacts or so-called unsustainable practices.

JARTA commits to become an authority to help educate and train the tourism sector particularly among the travel agencies and tour operators the ways of practicing responsible and sustainable tourism complying with the United Nations’ initiative, Global Sustainable Tourism Council’s criteria, adopted worldwide.

The branding and target marketing to the responsible tourism sector will be another focus on the agenda. JARTA creates a global opportunity to engage with the right kind of people that speak the same harmonious language while establishing the collaborative bonds among stakeholders for cross-learning such as DMOs, governments of all sizes, policy makers, tourism associations, educational institutions, local people, local SMEs, and the visitors.


JARTA raises awareness of the roles of tourism, collaborates closely with visitors, destinations, tourism associations, local communities, government of all sizes, and other pertinent stakeholders, and strengthens the sustainability of tourism.


  1. Introduction and/or assistance to introduction to the benchmarking and certification schemes on responsible tourism for the travel and tourism service providers
  2. Implementation of education, training, and conducting seminars to the travel and tourism sector
  3. Planning, selling, and conducting travel agency businesses complying with the Japanese Travel Agencies’ Law
  4. Research and Consulting on the tourism development
  5. Information collection and dissemination on travel and tourism
  6. Publication on travel and tourism
  7. Planning and executing various events
  8. Mail-order and Tele-marketing via Internet … the list goes on


  • Masaru Takayama, Spirit of Japan Travel, Kyoto http://eco-tourism.jp/
  • Kennichiro Iki, Reborn Japan, Saitama http://reborn-japan.com/
  • Yukiko Inoue, Cerca Travel and Tabikyo Japan, Kyoto http://www.tabikyo-japan.com/
  • Junji Kametsu, Discover Walks, Fukuoka https://www.discoverwalks-j.com/
  • Kouichiro Suzuki, Hokkaido Treasure Island Travel, Hokkaido http://hokkaido-takarajima.com/
  • Noriko Tada, Kumano Travel, Wakayama http://www.tb-kumano.jp/kumano-travel/about/
  • Raisa Nishiya, Tabisuke, Aomori http://www.tabisuke-hirosaki.jp/
  • Auditor, Kei Tamura, Kyoto

Contact details: https://www.jarta.org/ or email: jartasecretariat@gmail.com