2026 Volume 22 Issue 1 Pages 36-42
Since the late 1980s, the global promotion of sustainable tourism has been accompanied by the establishment of various certification schemes. The Global Sustainable Tourism Council (GSTC) provides international standards for sustainable tourism and certifications. The Japan Sustainable Tourism Criteria for Destinations (JSTC-D) was established as a guideline, specifically contextualized for Japanese destinations. Although the number of destinations and accommodations in Japan obtaining international tourism certifications has gradually increased, sustainable tourism still faces context-specific challenges. The dissemination of certification schemes remains constrained by factors such as limited public awareness and economic barriers. Drawing upon prior research and international case studies, this paper aims to: (1) elucidate the impacts of sustainable tourism and certification systems, as well as the barriers that impede their wider adoption, and (2) assess the challenges and opportunities associated with the promotion of sustainable tourism and the implementation of international certification systems within Japan. The findings suggest that, internationally, key challenges include the scale of business operations, access to information and financial resources of destinations and facilities, as well as disparities in tourists' awareness and behavior.
