About Us/ Our Statement
Protecting Our Communities Now — Before They Are Consumed by Tourism.
The Collapse of Regional DNA Behind the Easy Consumption of "Instagrammable" Trends
The rapid surge in inbound tourists and the rise of social media have brought Japanese tourism to a major turning point. Originally, local assets like nature and culture—the "Regional DNA"—should be unique and irreplaceable treasures passed down from our ancestors. However, the current reality often sees repetitive, unregulated crowd-gathering that rides on temporary trends.
We see projection mapping events that consume cultural properties as mere "instaworthy visuals." We see sacred waterfalls facing backlash from local residents due to consecutive incidents of littering and trespassing, all sparked by thoughtless social media posts. The traditional form of tourism, which deeply cherishes local roots, is being lost. In the shadow of prioritizing visitor attraction, consideration for the daily lives of residents is left behind. When resources are viewed merely as "commodities," a region's treasures easily transform into objects of pure consumption.
The Term "Overtourism" Fails to Measure the True Scale of This Threat
While overcrowding and hyper-concentration of tourists draw the most attention, the tokenistic phrase "overtourism" alone cannot capture the true nature of the long-term negative impacts on a community.
Even if a certain level of crowding is a daily sight for famous sightseeing spots, for a quiet, non-touristic area, even a tiny handful of visitors can cause immense stress and pose a serious threat. The problem is not just the number of people; it is the fundamental disruption of the local community—such as the destruction of landscapes due to the rapid influx of tourism-related businesses, rising prices, and gentrification.
In reality, much of the "sustainable tourism destination development" being loudly advocated across society today has strayed from its original purpose. It often results in superficial measures or serves merely to funnel tax revenue to urban consulting firms. We feel a profound sense of crisis regarding the current state where tourism has become the "ultimate goal" rather than a means to an end.
Promoting "low-impact tourism" that places as little burden as possible on the host communities is the single most crucial thing needed right now for Japan to remain truly Japan.
The "Point, Line, and Area" Governance, and "Education" as Our Fundamental Language
To prevent communities from being consumed by tourism, management across the entire region—specifically, a three-pronged approach of "Point, Line, and Area"—is indispensable.
- Point: Mindset reform for each individual tourism operator. Integrating accommodation, dining, and activities around the core axis of sustainability.
- Line: The process undertaken by travel agencies to connect these valuable, scattered "points" and construct a meaningful regional story (itinerary) for travelers.
- Area: Strong governance that manages the whole picture and positions tourism as an issue shared by local governments and the entire community.
The common foundation required to make these elements function effectively is "sustainability education." Just like learning to read and write in early childhood, this must be a "fundamental language (tourism literacy)" that operators, local residents, and travelers all acquire from the very beginning.
Rooting Ourselves in Education to Naturally Build a Regenerative System
Fostering a spirit of "Touristship"—where we learn together and take responsible actions—is key. When each person's mindset is nurtured, protecting the environment becomes a natural expression of kindness. Operators, travelers, and communities each fulfilling their respective roles is the only key to passing down regional DNA to the next generation.
To firmly establish this foundation across the country, we must be determined to integrate education into our social systems. Specifically, we believe that undergoing sustainability education should be made a mandatory requirement when accommodation facilities and travel agencies obtain or renew their business licenses, as well as during tour guide training.
Only when the roots of education run deep can the "points" grow strong, drawing beautiful "lines" and enveloping the entire region as a sustainable "area." By understanding and practicing sustainable tourism, we will build a "regenerative system" where communities naturally revitalize themselves.
To pass down the carefully protected treasures of our regions to the next generation, JARTA will go beyond sustainable tourism destination development to actively practice "community protection (Chiiki-mamori)."
Date of Establishment: May 16, 2018
Join us in shaping the future of sustainable tourism.
JARTA is welcoming new members to advance our mission together.
Corporate Information
Secretariat
[Address] 403 Shimomaruyacho, Nakagyo-ku, Kyoto-shi, Kyoto 604-8006
[Phone] 075-777-1244
[Office Hours] Monday to Friday, 9:30 AM – 5:00 PM (Closed on Saturdays, Sundays, national holidays, and New Year holidays)
*Calls will be forwarded. If you have trouble reaching us by phone, please usethe contact form.
■Secretariat Structure
International Certification Department, Director: Takeaki Shibuya
International Certification Department: Ushio Tsukie
*We welcome inquiries from individuals, including interns, who wish to gain experience in the sustainable travel industry.
Board of Directors
■Representative Director: Suguru Takayama — Spirit of Japan Travel Co., Ltd. (Hyogo Governor Registered Travel Agency No. 2-809)
■Executive Director: Yuka Abe (Anabuki Travel Inc. / Japan Tourism Agency License No. 1-1978)
■Deputy Representative Director: Hisashi Inoue — Rydas Co., Ltd. (Rydas Laboratory) (Shiga Governor Registered Travel Agency No. 3-282)
■Director: Koichiro Suzuki — Hokkaido Treasure Island Travel Inc. (Hokkaido Governor Registered Travel Agency No. 2-597)
■Director: Toshiko Tada — Tanabe City Kumano Tourism Bureau (Wakayama Governor Registered Travel Agency No. 2-283)
■Director: Raisuke Nishitani — Inbound Sendai Matsushima Co., Ltd. (Miyagi Governor Registered Travel Agency No. 2-390)
■Director: Kazuhiro Arai — Adventure Hokkaido LLC (Hokkaido Governor Registered Travel Agency No. 2-789)
■Auditor: Kei Tamura — TABIKYO JAPAN Co., Ltd. (Kyoto)
■Auditor: Ryuta Kubo — Kamaishi DMC Co., Ltd. (Iwate Governor Registered Travel Agency No. 2-236)
Date of Incorporation
May 16, 2018
