Japan Travel Awards 2023: Recognizing the Best of Tourism and Diversity

JAPAN TRAVEL AWARDS 2023 announced this year’s winners for sustainable tourism with the theme of “Tourism x Diversity.” The award certifies and disseminates new inspirational places in Japan based on initiatives related to diversity & inclusion and the promotion of SDGs by local governments, tourism associations, DMOs, companies, and individuals involved in tourism nationwide. This year, there were a total of 145 entries from 36 prefectures nationwide, and at the award ceremony, the Grand Prix, Category Awards, and Special Awards were announced from 28 regions and businesses.

The selection process for the awards begins with candidates submitting a detailed application that addresses their efforts in categories such as diversity and inclusion, sustainability, and inbound tourism. Shiitake Creative then selects finalists based on the total result and efforts expressed in the application and travels to each finalist location to confirm the information provided. After reviewing reports and voting for their favorite candidate, the judges finally decide the Grand Prix winner. Feedback on how finalists can further improve their services is provided, and a full feedback report is given to all finalists.

This year’s Grand Prix Winner is Hakone Maruyama Bussan, which was highly evaluated for its active efforts to make traditional crafts barrier-free and accessible to everyone. The company sells Hakone marquetry and karakuri boxes and offers hands-on experience. To convey their traditional crafts to more people, the company is making facilities barrier-free and releasing sign language videos. The company embodies the need to accept many people, passing on tradition for the betterment of society, and it sets a great example of how tradition can be inclusive.

Category Winners were also awarded. In the Accessible Category, Hakone Maruyama Bussan also took the prize, evaluated for its active efforts such as barrier-free construction to make the facility easier to use, production of explanation videos in sign language, and training on diversity and inclusion for employees. In the Sustainable Category, Kumano Kodo of the Tanabe City Kumano Tourism Bureau won for its realization of sustainable tourism by activating cooperation within the region, centering on tourism that can give back to the community, initiatives in line with a diverse society, information and tourism that are beneficial to many travelers. In the Tourism Development Category, Chichibugahama Beach of the Mitoyo Tourism Exchange Bureau won for transforming a polluted beach that was planned for landfill 25 years ago into a beach visited by 450,000 people a year through local volunteers who clean up and take pictures of tourists, contributing to the local economy. The efforts that spread benefits were evaluated.

Special awards were also given, such as to Wakura Onsen Tadaya for the accommodation category and sokoiko! Peace Cycling Tour under the cultural category.

The award ceremony is available to watch on Youtube.

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