Establishment of the "Japan Adventure Tourism Council" — Promoting a new, authentic form of tourism in Japan that fully leverages local nature and diverse cultures to simultaneously encourage longer stays and boost spending

JTB Tourism Research & Consulting Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Hajime Nozawa) will establish the “Japan Adventure Tourism Organization” in collaboration with “Akan Adventure Tourism Co., Ltd. (Representative Director: Masayuki Onishi),”and the "Nagano Prefecture Tourism Organization (Chairman: Kanji Nohara)," to establish the "Japan Adventure Tourism Organization."

Adventure tourism (hereinafter referred to as AT) is defined as “travel that consists of two or more of the following three elements: activities, nature, and cross-cultural experiences” (definition by the Adventure Travel Trade Association).AT encompasses a wide range of experiences, from casual outdoor activities and sports to more serious pursuits. Overseas, particularly among travelers from Europe and the United States, a style of travel has become established in which high-quality programs that highlight regional characteristics are enjoyed at a leisurely pace, and destinations for such travel are spreading across the globe. This sector has a high proportion of affluent travelers, enables extended stays, and attracts many who are particular about outdoor gear (equipment and supplies), resulting in significant economic ripple effects. It is estimated to generate $450 billion (49 trillion yen)*1 in major regions such as North America, Europe, and South America. On the other hand, the size of the domestic AT market in Japan is estimated at 2.3 trillion yen*2, with outdoor gear accounting for 1.1 trillion yen and travel-related spending for 1.2 trillion yen. Although the market is currently small, it is considered to have significant growth potential.

In Asia, AT initiatives have only just begun in Hokkaido, but if AT—which allows visitors to fully appreciate the value of a region’s natural and cultural diversity—gains traction, there is a strong possibility that regions of Japan that have not traditionally been in the spotlight as tourist destinations will come into the limelight. We believe it is necessary to raise the standard of Japan as a whole by increasing the number of attractive and sustainable new AT tourist destinations that meet travelers’ preferences by global standards, and to attract high-quality travelers from the leading European and American markets to Japan. Therefore, we have decided to establish a council with the following objectives .To further expand the economic impact of inbound travel to Japan, we will promote the “long-stay travel style”—which is mainstream in the global AT market—in Japan. Furthermore, we have appointed the CEO and Director of Asia of the Adventure Travel Trade Association (ATTA)—the world’s largest AT-related organization—as special advisors. By leveraging their expertise and networks, we will work to lay the groundwork for Japan to become a leading destination for AT in Asia.

(*1: Data source: Adventure Travel Trade Association materials; *2: Estimates by JTB Tourism Research & Consulting)