Shikisai Official published an article where JARTA board member Takayama Masaru, Touristership Representative Director Tanaka Chieko, and Sustainable Lifestyle Association Representative Director Yamaguchi Manami engaged in a deep discussion on the essence of "sustainable tourism" and what the future of tourism should look like.
Business Challenges: The Trap of Greenwashing and the Utilization of International Certifications
Concerns were raised that words like "eco" and "sustainable" risk becoming hollow marketing buzzwords (greenwashing). It was pointed out that rather than businesses relying on intuition, adopting international certification standards such as Travelife and Green Key is essential to successfully balance environmental load reduction with cost reduction (management benefits).
Traveler Mindset Transformation and the Importance of "Touristership"
Amid the spotlight on issues like overtourism and manners, the discussion highlighted how individual travelers tend to be oblivious to how their actions impact local communities. The proposal for the future of good travel is adopting a "Touristership" mindset—enjoying cultural exchanges and contributing to the local community with consideration for local lives and cultures, rather than simply consuming tourist destinations.
Future of Communities: Over-concentration of Foreign Capital and Protecting the "Local DNA"
Discussions touched upon the risk of tourism transforming into homogenized destinations in the pursuit of economic returns. The core subject of tourism must be the "residents," and ignoring local roots or "DNA" in favor of development or chasing trends will ultimately exhaust the community.
Next-Generation Education and Triple-Helix Collaboration among Communities, Businesses, and Travelers
While an increasing number of young people in school education touch upon SDGs, urgent emphasis was placed on transforming the values of the adult generation who drive the industry. Tourism goes beyond a mere industry; it serves as an important means for local residents, businesses, and visiting travelers to recognize their respective roles and connections to leave a rich community for the next generation.
Travel goes beyond mere consumption; it holds the power to significantly transform visiting regions, society, and our own awareness. Please check out the debate video filled with hints for businesses, travelers, and local residents to approach sustainable tourism from their respective standpoints.
Speaker Profiles
Masaru Takayama
Representative Director, JARTA (Japan Alliance of Responsible Travel Agencies)
Promotes sustainable tourism destination management and the adoption of international sustainability certifications.
▶ About Us
Chieko Tanaka
Representative Director, Touristership
Promotes "Touristership," encouraging traveler etiquette and consideration for local communities.
▶About Touristership
Manami Yamaguchi
Representative Director, Sustainable Lifestyle Association
Promotes sustainable lifestyles and awareness-raising activities toward social transformation.
▶ About the Sustainable Lifestyle Association
Publishing Platforms
▼Web Page
▼Spotify
▼Podcast
