New Year's Greetings
We would like to extend our New Year’s greetings.
The year 2020 has begun. With the Tokyo 2020 Olympic and Paralympic Games (Tokyo 2020) just around the corner, preparations have entered their final stages. Since Japan was selected to host the Tokyo Games, the Japanese tourism industry has achieved significant growth through various public and private sector initiatives aimed at reaching the goal of 40 million international visitors by 2020. We are committed to ensuring that the global attention generated by last year’s Rugby World Cup 2019™ in Japan and the imperial events surrounding the accession of the new Emperor does not fade away as a fleeting phenomenon, but rather is leveraged for the continued development of tourism.
The global environment surrounding tourism is currently undergoing significant changes. The growing awareness of environmental protection, exemplified by Millennials and Generation Z (post-Millennials) in Europe and the United States, is beginning to have a major impact on society as a whole. A mindset is spreading among travelers worldwide that they “want to make more sustainable choices when traveling.”Recently, we often hear that overseas travel agencies and business partners are increasingly seeking to verify the status of SDG initiatives among Japanese businesses involved in inbound tourism. It has become an urgent priority for Japan’s tourism sector to actively incorporate the principles of the UN’s Sustainable Development Goals (SDGs) and aim for balanced development in line with global standards.
As Japan transforms into a major tourism destination, its tourism industry is also facing the need for transformation. Just as airlines that do not seriously commit to reducing CO2 emissions are not chosen, and hotels that do not make efforts to reduce plastic are avoided, it is believed that destinations that are not environmentally friendly will no longer be chosen by travelers.Universal tourism—where travel is accessible to everyone—along with tolerance toward the LGBT community and consideration for diverse religious beliefs and dietary restrictions, will be prioritized. Conversely, destinations where tourists and residents cannot coexist harmoniously, and where women and the elderly are not actively engaged, will likely lose the support of travelers. To achieve this, improving the quality of tourism is of the utmost importance. The use of AI, MaaS, and the sharing economy will also expand as means to this end.
This year marks a major milestone where our past achievements will be put to the test. We will continue to highlight the appeal of our regions and contribute to the development of Japanese tourism as we look toward the future. We look forward to your continued support this year.
