Creating journeys for all, and environments where everyone feels welcome
Accessible tourism (sometimes referred to as universal tourism) is an approach aimed at creating a society where everyone can travel safely and comfortably, regardless of age, disability, language, or cultural background. By reducing barriers across all aspects of travel—including transportation, accommodation, and sightseeing—and addressing diverse needs, it supports an environment in which everyone can travel freely.
Our Capabilities
A New Model of Tourism for the DEI Era
In today’s society—marked by declining birth rates, aging populations, and increasingly diverse lifestyles—creating an environment in which everyone can travel safely, comfortably, and with confidence is a critical challenge that requires collective action. Accessible tourism (also referred to as universal tourism) is an approach that upholds the “right to travel” for people of all backgrounds. It is grounded in the social model of disability, which views disability not as an individual condition, but as the result of barriers in society and the environment. This approach aligns closely with the SDG principle of “leaving no one behind” and the values of diversity, equity, and inclusion (DEI). Drawing on insights and data from its research and surveys, JTB Tourism Research & Consulting supports the development of inclusive visitor environments, cultivates human resources, and provides policy recommendations. By addressing barriers at the societal level, the organization contributes to the creation of sustainable destinations where people of all backgrounds can choose to visit, participate, and thrive with confidence.
Solutions & Approaches
Holding a Universal Tourism Seminar
We offer a wide range of seminar programs, including talks by people with lived experience, simulated experiences, customer service and communication training, compliance with the Act on the Elimination of Discrimination against Persons with Disabilities, mental accessibility, basic knowledge of DE&I, creating an inclusive environment, information dissemination, sexual minorities, handling international visitors, and food accessibility. Our experienced instructors will tailor their approach to meet your specific needs.
Survey on Universal Tourism
We conduct detailed surveys and analyses of the actual circumstances, needs, and challenges faced by older adults and people with disabilities. By utilizing our own surveys and various data from diverse perspectives—including not only people with physical disabilities but also those with intellectual and developmental disabilities—we take a multifaceted approach to exploring universal tourism in depth.
Survey on Inbound Tourism and Diversity
In the inbound tourism sector, we will conduct analyses and make recommendations that prioritize diversity from a global perspective, taking into account the growing number of diverse travelers—including those with disabilities—as well as trends in overseas legislation and improvements in accessibility.
Barrier-Free Facility Consultant
To realize universal tourism, infrastructure development is essential. We collaborate with architects specializing in universal design—which incorporates aesthetic considerations—to provide advice on both the physical and operational aspects of accommodations and tourist facilities.
Related Keywords
Universal Tourism
Accessible Tourism
Sustainable Tourism
LGBT Tourism
Act for Eliminating Discrimination against Persons with Disabilities
Accessibility
Mental Accessibility
Disabilities
Reasonable Accommodations
LGBTQ
DE&I;
Selected Projects
Shinonsen Town, Hyogo Prefecture
FY 2025
Shinonsen Town Universal Tourism Seminar
A seminar on universal tourism was held in Shinonsen Town.
Planning and Management of Seminars on the Promotion of Accessible Tourism
Planning and organizing customized seminars tailored to the needs of tourism-related businesses, including online and in-person simulated experiences related to accessible tourism
