新たな価値創造へ邁進

2024年 1月1日
一般社団法人 日本旅行業協会  (JATA)
会長 髙橋 広行

旅行商品については、高付加価値商品の提供、アドベンチャーツーリズムのような新たな旅行分野の拡大に取り組み、マーケットの定着に向けて進んでいく年にしたいと思います。また、グローバルに求められていますSDGsへの取組みや持続可能な観光の実現に向けて、業界あげて新たな価値創造に邁進して参ります。

しかしながら観光産業には課題も山積しています。急激にマーケットが回復した国内では、一部地域でのオーバーツーリズムが大きな問題になっています。これについては旅行者の地方分散化や時期の平準化、DXを進めることで解決していく必要があります。また観光産業の各分野で人手不足が深刻になっています。生産性の向上、労働環境の改善を図り、観光産業の魅力を伝え、人材の確保・育成を推進して参ります。

また、昨年来取り組んでおります「観光産業共通プラットフォーム」の全ての機能の稼働を12月から開始しました。これにより宿泊施設様、旅行会社双方の業務の効率化と緊急時における迅速な情報共有が可能となります。本年更に観光関連事業者との連携促進に努めて参ります。

旅行業界の完全復活と活性化のために多くの課題へ取り組んで参りますが、全ての事業はコンプライアンスがベースになくてはなりません。業界では、国や自治体の旅行支援、雇用調整助成金、受託事業に関わる不正などコンプライアンスに関わる事案が発生し、社会的な信頼を失うという事態となりました。本年、外部の有識者のご意見も伺いながら、意識と行動の変革と信頼回復に向けて真摯に取り組んで参ります。
本年も何卒よろしくお願い申し上げます。

Quest for New Value Creation

Hiroyuki Takahashi
Chairperson, Japan Association of Travel Agents
As of January,2024

Last year, the COVID-19 infection status was transitioned from Level 2 to Level 5 in May, marking a year when all travel activities began in earnest. Domestic and inbound tourism showed a rapid recovery, almost returning to pre-pandemic levels. The ‘Tourism EXPO Japan 2023 Osaka-Kansai’ held in October surpassed the Tokyo event from two years ago, with 148,000 attendees. It truly became an event that fittingly marked the new beginning of tourism, providing a sense of momentum in response to the growing enthusiasm for travel.

While the domestic and inbound tourism in Japan have been recovered, the situation for international travel still stands at around 60% of the levels seen in 2019. In this year, which marks the 60th anniversary of the liberalization of overseas travel from Japan, achieving its complete revival is considered the most crucial challenge. The Japan Tourism Agency also has recognized that mutual international exchange is essential to expanding inbound tourism. In line with this recognition, a ‘policy package for the full recovery of outbound travel from Japan’ has been developed to enhance the activation of overseas travel. JATA is actively working towards this goal under the public and private partnership in the tourism sector.

Regarding tourism products development and promotion, efforts are being made continuously to support our members to create high-value-added and new tourism style products such as adventure tourism through our tireless promotion and make these products popular among the Japanese and international market.
Additionally, in response to the global demands for engagement with SDGs and the implementation of sustainable tourism in Japan, we are collectively questing to new value creation in these areas.

However, the tourism industry faces numerous challenges. In the rapidly recovering domestic market, over-tourism has become significant challenges in certain destinations. To address this issue, it is necessary to disperse the travelers, adjust the timing of visits and advance the digital transformation (DX) in the tourism sector.
Also, there is a severe shortage of manpower in various sectors of the tourism industry. We will make our very best efforts to enhance our productivity, improve our working conditions, convey the appeal of the tourism industry to next generation, and promote the recruitment and development of talent.
Furthermore, we have initiated the full operation of all functions of the ‘Tourism Industry Common Platform,’ which we have been working on for the past year, starting from last December. This enables both accommodation facilities and travel agencies to streamline their operations and facilitates quick information sharing during emergencies. We would like to make further collaboration with tourism businesses partners in order to realize and operate this platform in full scale.

Even though we would address numerous challenges to achieve the complete revival and revitalization of the travel industry, it is essential that compliance serves as the foundation for all operations. In our industry, compliance-related issues, such as irregularities in travel support from central and municipal governments, employment adjustment subsidies, and fraudulent activities in commissioned projects, have arisen, leading to a loss of societal trust. This year, while seeking the advices and opinions of external experts, we will earnestly work towards a conscious and behavioral transformation in order to restore the trust.

Once again, we sincerely request your guidance and encouragement for our quest.