Counsellor Javier Hurtado meets with JTB, a leading global tour operator
A delegation from the Department of Tourism, Trade and Consumer Affairs, headed by the Councillor for Tourism, Trade and Consumer Affairs, Javier Hurtado and the Director of the Tourism Agency, Daniel Solana, held a working meeting today with Eijiro Yamakita, CEO of JTB Corporation, one of the largest and most prestigious travel agencies in Japan and one of the leading companies in the travel industry in the world. Founded in 1912, JTB has been providing travel, tourism and hospitality services for more than a century. This company has shown, in previous conversations, a great interest in applying the model established by the Basque Tourism Code of Ethics.
At the meeting, Councillor Javier Hurtado showed his willingness to collaborate with the company, reinforced the promotion of the Destination and shared how the Basque Country has been a pioneering administration in the implementation of its Code of Ethics for Tourism, a commitment of the sector that promotes responsible tourism practices that respect local culture, protect the environment and contribute to economic and social development. There are currently more than 620 companies that have signed up to the Basque Tourism Code of Ethics.
In his conversation with Mr. Yamakita, the Basque Councilor Javier Hurtado stressed the Basque Country's commitment to sustainable tourism and the importance of ethics, responsibility and sustainability in tourism "an activity such as tourism based on the exchange between people must always be closely related to ethics, responsibility and sustainability". Euskadi, due to its model and resources, is a Destination that is aligned with the interests of the Japanese tourist, a very high spending traveller who places gastronomy and architecture as two of his main interests.
JTB (Japan Travel Bureau) has played a key role in the development of tourism in the country and has expanded globally and operates in more than 130 countries around the world, with a broad international presence through its subsidiaries and overseas offices. The company's objectives include responsible tourism practices, encouraging respect for local culture and environmental protection in its tourism operations. JTB works closely with local communities in Japan and other countries, supporting the local economy and promoting employment and sustainable development in these areas. In addition, he has collaborated with local organizations and governments on sustainable projects, such as the development of sustainable tourism itineraries and the promotion of environmentally conscious destinations. Their efforts have contributed to strengthening Japan's reputation as a tourism destination committed to sustainability and responsibility.
