Collaborative Tourism Efforts

'Sustainable Together' is a collaborative initiative led by JTB, Rakuten Travel, and Booking.com to advance sustainable practices across the tourism industry. The partnership brings together organizations from different areas of travel to address environmental and social challenges that are difficult to resolve through individual company efforts.

A central element of the initiative is the introduction of '12 Sustainable Travel Tips,' a shared framework designed to promote more responsible travel behaviors. These guidelines are communicated through tourism-related events and serve as a basis for partnerships with industry stakeholders, helping align sustainability efforts and increase awareness among travelers.

Working with partners, the initiative emphasizes data collection on environmental impacts such as water and energy consumption and food waste. This approach supports the measurement and visualization of sustainability outcomes. In addition, Sustainable Together encourages market demand for certified sustainable businesses by highlighting and recommending tourism providers that meet recognized sustainability standards.

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