JTB will release 2023 accommodation and day trip package products for “Sunrise Tour” package travel for foreign tourists visiting Japan on October 18

JTB will release 2023 accommodation and day trip package products for “Sunrise Tour” package travel for foreign tourists visiting Japan on October 18

JTB will release a 2023 overnight and day trip package product on October 18th for the package travel “Sunrise Tour” for foreign tourists visiting Japan.

JTB Global Marketing & Travel Co., Ltd. (head office: Shinagawa-ku, Tokyo; President and CEO: Shinya Kurosawa; JTB GMT), which specializes in inbound (visit to Japan) travel in the JTB Group, offers domestic package tours for foreign tourists visiting Japan. “SUNRISE TOURS * 1” accommodation and day trip products for January to December 2023 will be on sale from October 18th.
In 2023, ahead of the extension of the Hokuriku Shinkansen from Kanazawa Station to Tsuruga Station, a new “Rainbow Route that goes around Tokyo, Kanazawa, and Kyoto” will be set up. With the sale of this new product, 261 products will be available, including conventional tours with bullet trains, sightseeing tours in various places, and products related to sustainable tourism.
In addition, in response to the lifting of the ban on individual travel to Japan from October 11, we will start full-scale operation of products for departures from October to December next month. (*1 “SUNRISE TOURS” is our registered trademark.)

■ Points of the new tour in 2023

1. “Rainbow route around Tokyo, Kanazawa and Kyoto” accompanying the extension of the Hokuriku Shinkansen at the end of 2023

Ahead of the extension of the Hokuriku Shinkansen between Kanazawa and Tsuruga stations at the end of 2023, we have planned a product for a new inbound route, the Tokyo-Kanazawa-Kyoto Rainbow Route, which goes around the Tokyo metropolitan area, Hokuriku, and Kansai. This route is highly expected to create a flow of tourists from the Tokyo metropolitan area to the Hokuriku area and to develop the region’s tourism economy.

2. “Experience-based private tours” with a small number of people required in the times

For repeat customers to Japan, we will release a small-group “experience-type / private tour” with a set of “experience consumption”. Furthermore, in recent years, we have incorporated “adventure tourism” related products that incorporate “activities”, “nature” and “cultural experiences” that have become increasingly popular, as well as farming experiences, traditional craft experiences, exchanges with locals, and accommodation in old folk houses. Plans such as “Farm stay” are scheduled to be released in November.

■ Tour to start full-scale operation from October

In response to the lifting of the ban on individual travel to Japan from October 11th, we will start full-scale tours from October to December. Especially for popular bus tours, we have prepared tours that meet a variety of needs.

1.Fuji Hakone Tour

This tour boasts unwavering popularity among tourists visiting Japan. We can respond to a wide variety of requests, such as accommodation plans in Hakone, vegetarian and Muslim-friendly meals, and multilingual audio guides.

2.Kyoto/Nara Tour

We have prepared a half-day tour and a full-day tour to visit sightseeing spots that are popular with foreigners. Even if only one person participates, the departure is guaranteed, and the content is more than ever so that you can enjoy the charm of the ancient city.

3.Hiroshima/Miyajima Tour

We have set up a course for first-time visitors to efficiently tour popular spots in Hiroshima and Miyajima, which are attracting attention from overseas as the venue for the G7 Summit in 2023. We have prepared 3 tours for him, starting and ending in Osaka, Kyoto, and Hiroshima, so you can join us according to your itinerary.

■ Initiatives for sustainable tourism


In March 2022, JTBGMT complies with more than 200 standards, such as environmental conservation efforts and social contributions, from Travellife*2, a global third-party international certification organization that reviews sustainable tourism. In recognition of this, we have acquired the highest level of certification, Travellife Certified.
At the same time as acquiring the highest level of certification as a company, Sunrise Tour has also acquired the highest level of certification as a tour brand, making this the first case in Japan. Based on these efforts, the product lineup for 2023 will include new products centered on the following three categories, and we will promote initiatives for sustainable tourism.

1.Environment (Eco) Friendly

“Fuji-Hakone Tour”, etc., which is conscious of CO2 emission reduction using carbon offset plans and EV vehicles
2.Cross-cultural Understanding

Contact with local culture, nature, and history, and an old private house experience where you can enjoy locally produced and locally consumed ingredients, etc.
3.Social Contribution

Products that donate part of the tour price to social projects such as local governments, and products that support the production and distribution of specialty products

*2 Travelife is one of the organizations with certification standards recognized as complying with the international standards of the Global Sustainable Tourism Council (GSTC). Travel associations in over 40 countries, including the Pacific Asia Travel Association (PATA), encourage their members to participate in the scheme.

■ Efforts as a product provider

As a product provider, JTBGMT will contribute to the further expansion of the inbound market by proposing ways to incorporate the Sunrise Tour into the products of companies in the industry that plan and implement recruitment-type tours for inbound visitors to Japan. I will continue.

1.Eliminate the risk of loss of profitability

In the first year of recovery in the inbound leisure market, the number of bus tour participants is expected to decrease. Until now, travel agencies have taken the risk of losing profitability due to a shortage of participants in the sale of tour guarantee products. You can build and sell.

2.Various product settings by combination

You can think of the sunrise tour as a means of transportation that connects destinations, and by freely combining them according to your itinerary, you can create a wide variety of product settings.

■ Sunrise Tour Overview


Since its launch in 1964 as Japan’s first package tour for foreign tourists visiting Japan, Sunrise Tour has welcomed more than 8 million visitors. Since April 2020, due to the impact of immigration restrictions due to the spread of the new coronavirus infection, the tour has been forced to be canceled for about two years. We are one of the first to plan and sell the “Sunrise Tour Tour Package with Tour Conductor (departure from July to October 2022)” that conforms to the “Guidelines for Accepting Customers”.

Product information site for travel agencieshttps://www.jtbgmt.com/en/g-web/

Reservation site for general customershttps://www.sunrise-tours.jp/en

Promotional videohttps://youtu.be/hlDmComlGdA

Facebook  https://www.facebook.com/sunrisetoursjtb/

Instagram  https://www.instagram.com/sunrisetours_with_gymmty/

JTBGMT will continue to aim for “sustainable tourism”, and by launching its efforts as tourism content, we will provide solutions to promote SDGs in the entire tourism industry, contribute to both building empathy and attracting customers, and as a product provider We will contribute to industry-wide cooperation and further expansion of the inbound market to Japan.

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