Aiming to solve regional issues and promote sustainable tourism, Japan Airlines (JAL) and a coalition of various companies and local governments have joined forces to establish the “Donate & Go Consortium” on September 11. This initiative introduces a new system encouraging international tourists to contribute to regional preservation, supporting the protection of local culture and natural environments.
Creating an Era Where Tourists Actively Contribute to Regional Preservation through Donations
The consortium was jointly established by Japan Airlines (JAL), the City of Kyoto, the Kutchan Tourism Association, Osaka Gas Co., Ltd., and Giftee, Inc. It seeks not only to attract international tourists but also to promote the preservation of regional history, culture, and natural environments. By addressing local challenges and pursuing sustainable tourism, this initiative proposes a new style of tourism in which multiple regions and private companies collaborate.
The “Donate & Go” project incorporates a donation system in which international visitors not only spend money on local tourism but also contribute to regional conservation efforts. Through donations, tourists support activities that protect the landscapes, culture, and nature of the destinations they visit. In return for their donations, tourists receive local experience-based gifts that can be used at participating stores and tourist facilities. These gifts aim to deepen tourists’ connection to the regions they visit and allow them to experience local charm.
This system goes beyond simple tourism spending, fostering a deeper understanding of regional value and cultivating a population of engaged tourists who maintain long-term relationships with the regions. By contributing to conservation efforts through donations, tourists experience a new form of tourism where they can feel like part of the community through unique local experiences.
The first phase of this initiative has launched in Kyoto with the “Preserve Kyoto Gift,” targeted at international visitors. This system provides electronic gift certificates redeemable at participating stores in Kyoto when tourists make a donation. While Kyoto is home to many historical cultural assets and scenic landscapes, the burden of tourism remains a challenge. The “Preserve Kyoto Gift” addresses these issues by offering tourists a way to contribute to cultural preservation while experiencing the city’s unique charm more deeply.
Building on the success in Kyoto, a similar initiative is set to launch in the Niseko area of Hokkaido in December. Niseko is known for its rich natural environment and abundant tourism resources, and the initiative is expected to encourage tourists to participate in activities that help protect the local environment.
The “Donate & Go Consortium” goes beyond merely promoting tourism spending, also aiming to enhance tourism digital transformation (Tourism DX) and stimulate regional economies. The electronic gift certificates provided by Giftee, Inc. digitize regional contributions, creating an easy-to-use system for tourists. JAL, leveraging its airline network, will work to attract more tourists to regions across Japan, while also using in-flight magazines, social media, and other media platforms to promote the unique appeal of these regions.
[Press release here]