Advisory Consultant
Masato Takamatsu
Masato Takamatsu
A consultant specializing in disaster prevention, crisis management, and post-crisis recovery support in the tourism sector. As a pioneer and leading expert in tourism crisis management in Japan, he has been involved in numerous tourism crisis management and recovery projects both domestically and internationally. He is active globally through organizations such as the UNDRR (United Nations Office for Disaster Risk Reduction) Private Sector Alliance for Disaster Resilient Societies, where he serves as the representative for Japan, as well as through the World Tourism Cities Federation (WTCF) and JICA. He is also widely active as a speaker and instructor for lectures, training programs, and seminars in Japan and abroad. In addition, he supports the promotion of sustainable tourism as an advisor for the Japan Tourism Agency’s “Model Project for Promoting Sustainable Tourism” and as a member of the APTEC Sustainable Tourism Promotion Center.
専門領域
経歴
He graduated from the University of Tokyo in 1982 and joined Nippon Travel Agency Co., Ltd. (now JTB Corp.). During his career, he gained experience in travel sales, sales promotion, business planning, incentive travel planning, human resources, and IT strategy.
In 2001, he established Tourism Marketing Research Institute Co., Ltd. and assumed the position of General Manager of the Marketing Division. After serving as President and CEO of the company in 2009, he became Managing Director of JTB Tourism Research & Consulting in 2012.
Following the Great East Japan Earthquake, he shifted his professional focus to disaster prevention, crisis management, and recovery support in the tourism sector, becoming one of Japan’s leading experts in tourism crisis management.
He has been responsible for developing tourism crisis management plans and manuals, including the “Okinawa Prefecture Basic Plan for Tourism Crisis Management” and the Japan Tourism Agency’s “Guidelines for Preparing Tourism Crisis Management Plans,” as well as planning and conducting tourism crisis response exercises and training programs.
In recent years, he has also focused on supporting the development of business continuity plans (BCPs) for tourism businesses.
In April 2020, he assumed the position of Representative Director of the Tourism Resilience Institute.
主な要職・公職
- UNWTO World Tourism Barometer Panel
- WTTC Advisor Circle
- WTCF Expert Committee Member
- International Advisor, French Tourism Development Agency
プロジェクト実績
Kochi Prefecture2021年Contract for the R3 Business Continuity Plan Development Support Project for the Inn Industry, etc.
Kochi Prefecture
2021年
Contract for the R3 Business Continuity Plan Development Support Project for the Inn Industry, etc.
Conducting seminars and workshops at inns and hotels in Kochi Prefecture to teach staff how to communicate information and guide guests—including foreign tourists—to safety in the event of a Nankai Trough earthquake.
- Senior ConsultantKaoru Saito
- Advisory ConsultantMasato Takamatsu
Okinawa Convention & Visitors Bureau2015年Okinawa Tourism Crisis Management 2015
Okinawa Convention & Visitors Bureau
2015年
Okinawa Tourism Crisis Management 2015
We provided support for the development of an implementation plan based on Okinawa Prefecture’s Basic Crisis Management Plan (formulated in 2014), as well as support for initiatives by local and prefectural businesses, and conducted surveys to assess the progress of these initiatives.
- Advisory ConsultantMasato Takamatsu
- Executive Officer, Regional Engagement and Co-creationMayuko Kono
Ryokan Management Talent Development Academy2014年Seminar on Strengthening Management Capabilities
Ryokan Management Talent Development Academy
2014年
Seminar on Strengthening Management Capabilities
The flagship program of an academy dedicated to training the next generation of ryokan and hotel managers
- Advisory ConsultantMasato Takamatsu
Okinawa Prefecture2014年Okinawa Prefecture Tourism Crisis Management Promotion Project
Okinawa Prefecture
2014年
Okinawa Prefecture Tourism Crisis Management Promotion Project
1. Formulation of a Basic Plan and Action Plan for Tourism Crisis Management 2. Hosting of seminars and symposiums 3. Support for local initiatives related to tourism crisis management
- Advisory ConsultantMasato Takamatsu
- Executive Officer, Regional Engagement and Co-creationMayuko Kono
Okinawa Prefecture2013年FY2013 Okinawa Tourism Crisis Management Model Project
Okinawa Prefecture
2013年
FY2013 Okinawa Tourism Crisis Management Model Project
This marks the third FY of the Okinawa Tourism Crisis Management Model Project, which began in FY 2011. Aimed at strengthening crisis management systems for tourists, the project not only supports local businesses and municipalities in establishing these systems but also expands the range of tools available, including elevation markers, evacuation guidance signs, multilingual disaster preparedness conversation guides, and evacuation maps.
- Advisory ConsultantMasato Takamatsu
- Executive Officer, Regional Engagement and Co-creationMayuko Kono
Okinawa Prefecture2012年Okinawa Prefecture Tourism Crisis Management Model Project
Okinawa Prefecture
2012年
Okinawa Prefecture Tourism Crisis Management Model Project
With the aim of strengthening crisis management systems for tourists, we are implementing initiatives such as providing support for system development through workshops for local businesses and municipalities, organizing seminars and symposiums, conducting study tours to leading destinations both domestically and internationally, and installing elevation markers primarily at tourism-related facilities.
- Advisory ConsultantMasato Takamatsu
- Executive Officer, Regional Engagement and Co-creationMayuko Kono
執筆・メディア出演・講演等
The Complete Works of Tourism Studies, Vol. 6: "The Theory of the Tourism Industry" (co-authored)
Hara Shobo 2015
An analysis of the structure and current state of the tourism industry. The book features contributions from practitioners and experts in the accommodation, transportation, travel, and other tourism-related sectors, providing an overview of each industry—from its historical development to market trends, industry structure, and future challenges. (Authored Chapter 4: “The Travel Industry”)
The International Journal of Event Management Research
Griffith University (Australia) December 2014
“The Okinawa Tourism Crisis Management Initiatives” was submitted and published. The paper presents Okinawa Prefecture’s tourism crisis management initiatives as a case study for researchers worldwide.
2016年
Lecture
Town Hall Meeting on Building a Tourism-Oriented Nation in Chiba and Narita
March 18, 2016
Tourism in Chiba: Taking on a New Challenge
Training Instructor
Ryokan Management Talent Development Academy
March 15–17, 2016
Seminar on Strengthening Management Capabilities: Management Edition
2015年
Lecture
The 3rd United Nations World Conference on Disaster Risk Reduction
March 2015
“Toward a Resilient Tourism Sector”
Lecture
PATA New Tourism Frontiers Forum 2015
November 2015
“Disaster Risk Reduction in Tourism”
Lecture
Regional Revitalization Inbound Organization
September 2015
There is still so much we can do. Japan’s growth industries and inbound tourism strategy—that’s the key!
2014年
Lecture
Kyoto Chamber of Commerce and Industry General Meeting
April 2014
Approaches to Tourism Promotion That Foster an Increase in Visitor Numbers
2012年
Lecture
General Meeting of the Japan Tourism Promotion Association
May 2012
Japan in the Asian Market: Tourism in an Increasingly Globalized Japan
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JTB Tourism Research & Consulting Co.
Public Relations, Corporate Planning Department
105-7106 Japan 1-5-2 Higashi-Shimbashi, Minato-ku, Tokyo6F Shiodome City Center,