RESPONSIBILITY
&
SUSTAINABILITY

We Are Passing the Diversity of Nature, Wildlife, Culture, History, and Customs on to the Next Generation.

JTB Global Marketing & Travel is a company boasting a long history, having inherited the original inbound tourism business that began with JTB’s founding in 1912. While ensuring the continuation of this business for now more than 110 years, it has always moved with the times, and it continues to grow to this day. And now, it advances sustainability-centered management and works toward solutions for underlying environmental and social issues as it carries out its business operations, taking on the challenge of achieving sustainable growth as a public institution.

People satisfy their need for new discoveries, impressions, experiences, bonds, and a sense of fulfilment through international and intercultural exchange. But why is that? I believe it is because of the differences implicit in such exchange. I believe it is those differences that spark people’s senses and act as a new source of nourishment for people’s hearts and minds which transcends both time and distance, offering people an opportunity to create both a new world, as well as a new self. It is our mission to create those opportunities, and that exchange.

However, the human activity carried out in such exchanges is growing to a point beyond nature’s capacity for self-purification and renewal. Also, the world is progressing toward connectedness, uniformity, and becoming a single global village as a result of rapid economic development and the internet age. As a result, the nature, wildlife, cultures, history, and customs that have been carefully nurtured over long stretches of time are, little by little, being destroyed, leading to environmental destruction and social inequality in a variety of forms, all in the name of efficiency, convenience, or national prosperity.

We strive to preserve our planet’s precious assets, namely, its beautiful nature, wildlife, cultures, history, and customs, for the next generation, to protect against environmental pollution while there is still time, to respect basic human rights, individuality, and differences, and to bring about a sustainable society. Such a path will lead to the creation of new innovations, resulting in a positive cycle of economic growth. This is the true balance between business operations and sustainability.

In 2018, mindful of the growing importance of sustainability throughout the world, JTBGMT began company-wide initiatives aimed at attaining international accreditation, and in March of 2025, attained GSTC Sustainable Tour Operator certification, the international standard for sustainable tourism. We pledge to continue to work together with business partners who share our vision to provide a leading example of sustainable tourism in the inbound tourism business.

Even more, we will advance well-being management upon a foundation of DEIB (Diversity/Equity/Inclusion/Belonging), and as a professional organization possessing a global perspective within the inbound tourism business, we will continue to work together with our customers, business partners, and local communities to convey Japan’s charms to a global audience and offer a diverse range of values and compelling experiences.

By doing so, we will strive to achieve both the promotion of global exchange and a peaceful society that works in harmony with the environment.

President & CEO
JTB Global Marketing & Travel
Tsuneo “Tony” Ishida