Ministry of the Environment – Experiential Tourism in Japan’s National Parks

CLIENT: Ministry of the Environment
ROLE: Project Secretariat Specialist Advisor

In FY2024, the Ministry of the Environment is launched the “Experiential Travel and Adventure Tourism” initiative in Japan’s National Parks. This groundbreaking project aimed to create extraordinary, high-value tourism experiences that showcase the exceptional natural and cultural heritage of Japan’s National Parks. A select group of eight pioneering operators nationwide were chosen to lead this initiative.

GOTOKU, with Deloitte Tohmatsu (the project secretariat) and Kammui—a premier platform offering premium natural and cultural experiences in Japan—supported the planning, pilot execution, and sustainability of unique experiential travel activities across eight National Parks. Together, we crafted deeply engaging experiences that seamlessly blend Japan’s rich cultural heritage and unparalleled natural beauty.

By introducing travellers to captivating regions beyond the typical tourist trail, this innovative project sought to draw adventure and culture-oriented international visitors, creating new pathways for exploration within Japan. It represents a transformative approach to National Park tourism, designed to connect travellers with Japan’s breathtaking landscapes and rich cultural tapestry and to nurture local communities and support regional development, fostering ongoing conservation and cultural preservation efforts.

OUTPUT:

  • Comprehensive Secretariat Support
  • Sustainable Operational Capacity Building for Operators
  • Advisory for Tour Development
  • Coordination and Facilitation of Trade Events and Luxury Travel Market Familiarisation (FAM) Trips
  • Planning, Production, and Execution of Engaging Webinars for Travel Industry Professionals

national parks japan tourism

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