Agoda and the Global Sustainable Tourism Council (GSTC) have taken their Sustainable Tourism Academy into Japan, adding full Japanese-language support to the online training platform. The move coincides with the Academy's first anniversary and its milestone of more than 3,500 registered users, underscoring the growing demand for sustainability education among hospitality professionals in Asia.
The Academy, built around the GSTC Hotel Standard, provides practical guidance on implementing sustainable practices in hotels and other accommodations. Since its launch, it has become a key resource for operators looking to align with international sustainability benchmarks.
Education as a driver of change
Dr. Soohyun Kwon, GSTC Senior Research Specialist and Japan Director, stressed the importance of education in driving the sector's transformation. "This partnership between Agoda and GSTC exemplifies how the private sector can drive meaningful change across Asia," she said. The collaboration aims to equip industry players with the knowledge to integrate sustainability into their daily operations.
Japan's tourism industry, a cornerstone of the national economy, stands to benefit significantly from this initiative. Tadashi Ikai, Senior Country Director of Agoda International Japan, noted that sustainable practices are essential for long-term growth. "The Academy's availability in Japanese supports both major brands and family-run businesses in enhancing Japan's reputation as a responsible travel destination," he explained.
The Academy offers courses in seven languages, including English, Vietnamese, and Korean, with popular modules covering GSTC Standards and sustainable policy development. The addition of Japanese removes a language barrier for many local operators, making the training more accessible to a wider audience.
This expansion reflects Agoda's broader commitment to sustainable tourism across the region. The company has previously used its platform to highlight sustainability trends, such as Asian travelers' growing preference for flexible booking options and repeat visitation patterns in Singapore. These insights help shape the industry's understanding of traveler behavior and sustainability priorities.
For Japan, the timing is particularly relevant as the country prepares for a surge in inbound tourism. The Shinkansen's efficiency on key routes has already made rail a preferred option for many visitors, and sustainable practices in accommodation will be crucial to maintaining Japan's appeal as a responsible destination.
Prospective learners can now enroll in the Academy's courses in Japanese, further extending its reach and impact. The initiative is part of a wider effort by Agoda and GSTC to foster a culture of sustainability in the travel industry, one that balances economic growth with environmental and social responsibility.
As the Academy enters its second year, the focus will be on deepening engagement with hospitality professionals across Asia, with Japan serving as a key market. The partnership demonstrates how digital platforms and international standards bodies can collaborate to deliver tangible benefits for the industry.
