KNT, JTB, Pia and Tobu Top Tours launched Sports Hospitality Promotion Council (SHPC), sharing a purpose to develop the sports industry and activate local economies in Japan.

Sports hospitality is an initiative that combines the act of watching a sporting event with special experiences and added value, aiming to maximize the value of the content, showcase the appeal of the local region, and foster interaction. The council’s mission is to cultivate professionals for the hospitality sector and to raise awareness of this new style of spectating.

As the first activity, the first sports hospitality study session will be organized on October 2 2026 in Aichi Prefecture, where ‘the 20th Asian Games’ will take place. The study sessions for travel operators or local governments will include experiences and inspections of ‘Room Hospitality’ in Aichi International Arena or official Asian Games celebration fan zone ‘Off venue hospitality.’

SHPC will provide them with opportunities to learn practical operation skills and hospitality contents.