Japan Airlines Pioneers in Sustainable Tourism with GSTC Membership

In an unprecedented move, Japan Airlines (JAL) has become the first airline group globally to join The Global Sustainable Tourism Council (GSTC), marking a significant milestone in the aviation and tourism industries. This historic collaboration was announced on September 1, 2023, in Tokyo, Japan, underscoring JAL's commitment to advancing sustainable tourism practices worldwide.

By aligning with GSTC, JAL gains access to a wealth of specialized knowledge on sustainable tourism and the Sustainable Development Goals (SDGs), along with a global network of experts and resources. This partnership is not just a testament to JAL's dedication to environmental stewardship but also a strategic step towards integrating GSTC's sustainability criteria into its operations.

Collaborating with Sakura Quality Management Co., Ltd., a distinguished organization recognized by GSTC for its unique evaluation standards, JAL aims to elevate sustainable tourism within Japan and beyond. This initiative is in line with the Japanese government's "The New Tourism Nation Promotion Basic Plan," which prioritizes sustainable tourism as a key strategy for the nation's tourism sector recovery.

Sustainable tourism, as defined by the United Nations World Tourism Organization (UN Tourism), is an approach that considers the long-term economic, social, and environmental impacts of tourism. It seeks to meet the needs of visitors, the industry, the environment, and host communities responsibly. The partnership between JAL and Sakura Company will offer tourists sustainable travel options that adhere to global standards, fostering new connections and aiding in the resolution of critical issues such as overtourism, environmental degradation, and the loss of local culture and traditions.

Looking ahead, JAL has outlined several initiatives to further its sustainable tourism goals. These include internal training programs to certify auditors who will ensure the credibility of certification audits for domestic accommodation facilities. Additionally, JAL plans to organize seminars, offer educational and consulting services, and establish a system for handling inquiries from Destination Management Organizations (DMOs). This comprehensive approach aims to contribute to regional revitalization, economic development, and the increase of related populations, reinforcing JAL's role as a leader in responsible tourism and community engagement.