Sunrise Tours Celebrates 60th Anniversary on March 21!


Thanks to everyone’s support, Sunrise Tours package tour brand geared for international visitors operated by JTB Global Marketing & Travel is celebrating 60 years of business operation today, March 21. Since operation began in 1964, the year the 18th Olympic Games were held in Tokyo we have welcomed millions of participants to our tours in cooperation with travel agents and business partners.

We would like to express our sincere gratitude to all who have supported us as we carry out initiatives commemorating our 60th anniversary.

As Sunrise Tours celebrates 60 years, we will further promote new sustainable tourism initiatives that will lead us to the future, and create opportunities for international visitors to Japan to discover and connect with the hidden charms of local regions.

Setting the theme “New Journeys, New Discoveries - Inspiring Experiences to Last a Lifetime,” Sunrise Tours continues onward to the next decade. We will continue our journey together with you towards the future.

2024 Sunrise Tours 60th Anniversary Logo

The logo expresses our 60-year history and commitment to sustainable tourism.


60th Anniversary special video:

60th Anniversary special page: