In Japan’s tourism industry, awareness of climate change measures and the SDGs has gradually increased. However, around the world, for the past 20 years, there has been a growing movement to pursue environmentally conscious and sustainable management in the facilities and operations of accommodation providers.

The international eco-label Green Key, established by the Foundation for Environmental Education (FEE) headquartered in Denmark, has strict criteria and evaluates the environmental policies and sustainable operations of all types of accommodation facilities—from hotels to campgrounds. By choosing to stay at a Green Key–certified facility, consumers contribute to sustainable tourism development and help create positive change across society. Green Key’s environmental criteria are thoroughly documented, and even after obtaining the eco-label, facilities must undergo periodic reassessments to maintain and improve their initiatives. As of January 2026, more than 9,000 facilities in over 85 countries worldwide have obtained Green Key certification, and this number continues to grow.

The Japan Alliance for Responsible Tourism and Accommodation (JARTA) has served as the official Green Key contact point in Japan since April 2022. With Japanese-language support and assessments conducted by Japanese auditors, the certification process has become more accessible and cost-effective for accommodation providers in Japan.