JTBGMT Receives Encouragement Award in the socio - economic category at the 4th “JATA SDGs Award”!
JTB Global Marketing & Travel Co., Ltd. has been awarded the Encouragement Award in the socio - economic category at the 4th “JATA SDGs Award” (hosted by the JATA SDGs Award Secretariat). The “JATA SDGs Award” recognize outstanding initiatives that contribute to achieving the Sustainable Development Goals (SDGs) and aim to promote similar efforts across the tourism industry. JTBGMT received the Encouragement Award in the socio - economic category for the North America & Oceania Sales Division’s initiatives focused on sustainable regional attraction and creation of international exchange: the “SHIBATA RICE PLANTING TOUR” and the “SHIBATA RICE HARVEST TOUR.”
Details of the Awarded Project
Award category: the socio – economic category — Encouragement Award
These tours utilize Shibata City’s “rice-owner” program and are innovative, exchange-oriented tours targeted at customers from Hawaii. Participants actually take part in rice planting and harvesting, and the Koshihikari rice they harvest is delivered to their homes in Hawaii. This process creates sustained exchanges and economic effects that extend beyond a single visit. In addition to creating opportunities for interaction with local residents through planting and harvesting experiences, the tours incorporate tourist sites within and beyond Niigata Prefecture, thereby contributing to the broader regional economy beyond Shibata City.
1. Background and Key Points of the Project
Given the large number of people in Hawaii who have Japanese roots and the cultural habit of regularly consuming rice, we believed the project could contribute to Shibata City’s goals of expanding demand for rice and attracting foreign visitors. Accordingly, we launched a collaboration with Shibata City and local travel agencies in Hawaii — JTB USA Honolulu branch and NON-STOP TRAVEL. The key factors were strong partnerships between JTBGMT and local travel agencies, and JTBGMT’s prompt and reliable execution of the entire process, from tour development to bring travelers to the destination. In particular, by offering two annual agricultural-experience tours aligned with the rice growth cycle — the “SHIBATA RICE PLANTING TOUR” for rice planting and the “SHIBATA RICE HARVEST TOUR” for harvesting — we aimed to build ongoing relationships between guests and the region, expand use of the “rice-owner” program, and develop the initiative as a sustainable effort.
2. Future Outlook
As a role model for international exchange using Shibata City’s “rice-owner” program, media exposure — such as broadcasting on a Hawaiian television station — has already led to increased inquiries, confirming a sales-expansion effect driven by media coverage. Going forward, in addition to sustained visitor attractions from Hawaii, we will pursue the development of sustainable tours with an eye toward developing our tours for other regions.
3. Award Citation and Judges’ Comments
A key feature of this initiative is its steady approach to connecting the region’s core industry, rice farming, with urban consumers through a “rice-owner” program, encouraging repeat visits and ongoing support through local consumption.
It is highly regarded for creating a sustainable base of connected population by offering rice planting and harvesting experiences, as well as opportunities to interact with local residents, fostering connections that go beyond one-time visits.