New Sustainable Travel Style : ” GREEN JOURNEY “

In collaboration with the Ministry of the Environment and Tohoku University. Nissan Motor Co. and Nippon Travel Agency Co.,Ltd. With 12 others companies established The “GREEN JOURNEY Promotion Committee” and announced the first tours of "GREEN JOURNEY" in August 2024 starting with "GREEN JOURNEY KUMAMOTO ASO" and "GREEN JOURNEY ISESHIMA".

GREEN JOURNEY is a new sustainable travel style that is “environmentally friendly, happy for the local community, and a thoroughly enjoyable journey for us”. It  aims to reduce CO2 emissions and address regional issues, based on the following :

• 1. Travel that make the air taste better
• When traveling, try riding an Electric Vehicle (EV) that emit less CO2 while driving.
• 2. Eat freshly harvested food from the area
• Let’s eat locally produced food for local consumption.
• 3. An Earth-friendly stay
• Stay at an inn that is designed with consideration for the global environment.
• 4. Contribution to the local community through travel experiences
• Enjoy activities that benefit local companies.
• 5. Memories and realizations can also be taken as souvenirs
• Apply what your learned from your travel to your daily life.

GREEN JOURNEY is not only about traveling in an ecological and sustainable way, but also about enjoying travel with a perception of the future of journeys.

■ GREEN JOURNEY KUMAMOTO ASO (Kumamoto Prefecture Aso City)

A next-generation tour that allows you to easily enjoy and learn about the great nature of Aso and its harmonious relationship with the local community.

Ride on an e-bike through Aso’s stunning prairie, and savor traditional cuisine made with locally sourced ingredients at a renowned local restaurant.

Activity example:

• ・Grassland ride on a E-Bile near the Crater of Aso
• ・Horseback Trekking through the thousand-year-old grasslands.

■ GREEN JOURNEY ISESHIMA (Mie Prefecture Shima City)

A next-generation tour where you can enjoy and learn about Ise-Shima's rich satoumi/satoyama and local culture.

Admire the spectacular view of Ago Bay, which is characterized by its rich natural ria coastline, and experience traditional fishing and ama culture.

Activity example:

• ・Sea Kayaking at Shima Nature School
• ・Enjoy the attractions at Shima Green Adventure
• ・Panoramic view of Ago Bay from Yokoyama Observation Deck

About GREEN JOURNEY Promotion Committee

The GREEN JOURNEY Promotion Committee is formed by 14 companies including : Nissan Motors Co. and Nippon Travel Agency Co.Ltd (as initiators), The JR Groups (Hokkaido Railway Company, East Japan Railway Company, Central Japan Railway Company,  West Japan Railway Company, Shikoku Railway Company, Kyushu Railway Company, Japan Freight Railway Company), Arukikata Co.Ltd, Otetsutabi Co.Ltd, TBWA HAKUHODO Inc., Earth hacks & Co.Ltd and Japanese Geopark Network.

The travel and tourism industry accounts for more than 10% of the world's CO2 emissions, most of which are generated from travelers' movements. While sustainable tourism is gaining popularity, it is not yet widespread in Japan. However, demand for domestic tourism is increasing due to after-corona and the weak yen. Taking advantage of this opportunity to promote sustainable travel in Japan can make a significant contribution to the environment and local communities.