Striving to create new value
Japan Association of Travel Agents
chairman
Hiroyuki Takahashi
At the beginning of the year 2024, we wish you a very Happy New Year.
Last year was the year that all travel was in full swing after the new coronavirus infection was moved from Category 2 equivalent to Category 5 in May. Tourism Expo Japan 2023 Osaka-Kansai, held in October, attracted 148,000 visitors, more than in Tokyo the year before last. The event was a perfect fit for the new dawn of the tourism industry.
While domestic and inbound travel is regaining momentum, overseas travel is still at about 60% of the 2019 level, and we believe that its full recovery is the most important issue in this year, which marks the 60th anniversary of the liberalization of overseas travel. The Japan Tourism Agency believes that two-way international exchange is important to increase inbound travel to Japan, and has formulated a “Policy Package for Full-Scale Recovery of Outbound Travel” to revitalize overseas travel, and JATA is collaborating with the public and private sectors in this effort.
As for travel products, we will work to provide high value-added products and expand new travel fields such as adventure tourism, and we will make progress this year toward establishing the market. In addition, the industry as a whole will strive to create new value in order to address the global demand for SDGs and to realize sustainable tourism.
However, the tourism industry also faces a number of challenges. In Japan, where the market has recovered rapidly, overtourism in some areas has become a major problem. This problem needs to be solved by decentralizing travelers to different regions, equalizing the time of year, and promoting DX. In addition, there is a serious shortage of labor in all areas of the tourism industry. We will work to improve productivity and the working environment, convey the attractiveness of the tourism industry, and promote the securing and development of human resources.
In addition, all functions of the “Tourism Industry Common Platform,” which we have been working on since last year, began operating in December. This will enable both lodging facilities and travel agencies to streamline their operations and quickly share information in case of emergencies. We will make further efforts to promote cooperation with tourism-related businesses this year.
We will continue to tackle many issues to fully revive and revitalize the travel industry, but all of our business must be based on compliance. In the industry, there have been compliance-related incidents, such as fraud in connection with government and municipal travel support, employment adjustment subsidies, and commissioned projects, which have resulted in a loss of public trust. This year, while listening to the opinions of outside experts, we will work diligently to change our awareness and behavior and restore trust.
We look forward to your continued guidance and encouragement in the coming year.
© Source travel watch