GREEN JOURNEY project launched to promote sustainable tourism in Japan through public-private collaboration

On August 20, Nissan and Nippon Travel Agency launched the GREEN JOURNEY project in cooperation with tourism-related and other companies, the Ministry of the Environment, and Tohoku University, aiming to promote sustainable tourism in Japan. Simultaneously, Nippon Travel Agency began offering reservations for sustainable tours to Aso City in Kumamoto Prefecture and Shima City in Mie Prefecture.

The travel and tourism industry accounts for more than 10% of the world’s CO2 emissions, and there is increasing attention on reducing the environmental impact of travel. Sustainable tourism is expanding significantly around the world. Although there is a gradual movement toward sustainable tourism in Japan, it remains difficult to travel sustainably within the country due to the limited options available. In this context, the launch of a public-private partnership such as the GREEN JOURNEY project has a significant impact on the spread of sustainable tourism in Japan.

The GREEN JOURNEY project has set a goal of “net-zero CO2 emissions in domestic travel by 2050.” What is particularly noteworthy is that they aim not only to achieve zero carbon emissions through carbon offsets but also to reduce CO2 emissions in real terms through the use of electric vehicles (EVs) and other means. Additionally, the tours will incorporate eco-friendly activities and food, and the CO2 reduction rate will be calculated using the “Decabo Score.” By making this information available to users, the project also seeks to raise the sustainability awareness of travelers.

The companies participating in the committee are as follows:

• Nissan (automobile company): In addition to offering EV car rentals, Nissan will promote the expansion of EV chargers in cooperation with infrastructure companies to reduce CO2 emissions and protect the local environment.
• Nippon Travel Agency (travel agency): Selling “GREEN JOURNEY” tours. Using the results of sustainable tour sales to date, they will design model tours for each region and plan and develop original experiences that will increase regional involvement.
• JR Group (railroad companies): The JR Group’s nationwide network will support the expansion of the GREEN JOURNEY initiative area and promote the use of environmentally friendly railroads. They will also promote the use of Eco-Rail Mark products, which use a certain percentage of freight railroads in goods transportation.
• Arukikata. Co., Ltd. (publisher of guidebooks): Utilizing the media to disseminate the GREEN JOURNEY initiative and promote awareness.
• Otetsutabi: With the aim of addressing the shortage of local workers and creating a population of related people, “OTETETABY,” which combines local assistance and travel, will be implemented to solve the local labor shortage and promote local engagement.
• TBWA HAKUHODO: In charge of experience design planning for the entire tour and the development and operation of a travel experience platform utilizing smartphones.
• Earth hacks: Visualizing the CO2 reduction of “GREEN JOURNEY.” The company calculates the CO2 emission reduction rate of products and services as a “Decabo Score” and provides opportunities for people to incorporate sustainability awareness into their daily lives as well as their travel.
• Japan Geopark Network: A place where people learn about the Earth’s past from its geological and geomorphological features, think about the future, and take action to protect the Earth’s heritage, using it for education and sustainable tourism.

The project aims to expand cooperation with diverse companies and organizations, including additional transportation and renewable energy companies.

In conjunction with the launch of the committee, Nippon Travel Agency introduced two new tour products: one in Aso City, Kumamoto Prefecture, where visitors can enjoy Mount Aso and the prairies, and the other in Iseshima, where visitors can experience the rich satoumi and satoyama culture. The concept of the tours is “environmentally friendly, happy local communities, and a lot of fun for travelers.” The tours include Nissan EV rentals, allowing travelers to get around comfortably while reducing their environmental impact. Accommodations will be provided at hotels that offer meals prepared with locally produced and consumed ingredients, as well as environmentally friendly practices. A “CONNECT PROGRAM” is available exclusively for participants, allowing them to experience a deep connection with the local community during and after the trip.

In Aso, participants can choose from a variety of programs, including an e-bike ride across the magnificent prairie and traditional cuisine at a renowned local restaurant. In Ise-Shima, participants can opt for programs that include a spectacular view of Ago Bay, with its rich nature and distinctive Rias coastline, as well as an opportunity to experience traditional fishing and women diver culture.

The committee aims to continue expanding the area, with the goal of increasing the number of travel destinations to 200 nationwide by 2033. The number of options for enjoying sustainable travel in Japan is expected to continue expanding.