Japan Adventure Tourism Organization (JATO) launched Adventure Tourism Academy with JAL and JTB to develop adventure tourism as one of the major tourism businesses in Japan and to create a new market to send tourists to local regions. As the first effort, they will organize a symposium in the first half of 2023.
Adventure tourism is defined as a travel style combining two or more contents out of the three elements of activity, nature and culture experience.
JATO, JAL and JTB are working together to develop human resources and promotional activities. For human resources, they will make an international-standard program for them to create adventure tourism contents and to coordinate environment to receive potential adventure travelers.
In addition, they plan to organize training programs for tour planners and establish a certificate program for them.