On September 1, 2023, Japan Airlines (JAL) became the world’s first airline group to join the Global Sustainable Tourism Council (GSTC), an organization that sets international standards for sustainable travel and tourism. By becoming a member, JAL has opened the door to leveraging GSTC’s expertise in the Sustainable Development Goals (SDGs) and its global network.
(Source: JAL)
In a push for sustainable tourism, JAL has partnered with Sakura Quality Management, a Japan-based company, to employ a unique set of criteria approved by GSTC. JAL aims to contribute to the certification of domestic accommodation facilities and regional revitalization, working together with local governments and Destination Management Organizations (DMOs) to develop tourist areas.
These initiatives align with the definition of sustainable tourism by UN Tourism, where operators adhering to GSTC standards are recognized for their environmental and social considerations, leading to enhanced trust and brand value. Sakura Quality Management is targeting to achieve GSTC certification by 2024, aiming to improve the quality of accommodation facilities. JAL will continue to contribute to regional promotion and the spread of responsible tourism.