JTB, Rakuten Travel and booking.com organized ‘Sustainable Together,’ a cross-industry event for sustainable tourism, in October 2025 to step forward for collaboration to sustainable challenges that cannot be solved by a solo company.

They have introduced ’12 sustainable travel tips,’ which they drew up in 2024, at a variety of tourism events. They are trying to form partnerships with partners based on the 12 tips to expose their efforts to travelers and stakeholders and also to measure influences in 12 tips for the concrete actions in the future.

Working together with partners, they will collect data on water and electricity usage, food waste, and other factors, in order to visualize the effects of sustainable behaviors in addition to awareness-raising activities.

They plan to foster a market in which sustainable businesses are chosen by recommending businesses that have obtained sustainability certification.