KNT-CT Holdings and Club Tourism Win Three Encouragement Awards at the 4th JATA SDGs Award

KNT-CT Holdings Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President & CEO: Yoshihiro Koyama) has received the Encouragement Award in the Cultural Category at the '4th JATA SDGs Award,' hosted by the Japan Association of Travel Agents (JATA).

Additionally, its group company, Club Tourism Co., Ltd., has won two Encouragement Awards in the Socio-Economic Category, bringing the group's total to three awards.

The award was established to recognize outstanding initiatives contributing to the achievement of the Sustainable Development Goals (SDGs) and to promote SDG efforts within the travel industry. This marks the fourth consecutive year that the KNT-CT Group has received an award since the inaugural event in 2023.

<Winning Initiatives>

Cultural Category: Encouragement Award – KNT-CT Holdings Co., Ltd.

JAPAN Do Wellness

~Transforming Japan’s 'Do' Experiences into Modern Wellness Practices~

This initiative is a new service launched by KNT-CT Holdings as part of its 'Future Creation Business' (※). It reinterprets the traditional Japanese 'Do' philosophies—such as Budo (martial arts), Geido (arts), Butsudo (Buddhism), and Shinto—into contemporary wellness experiences. In collaboration with temples, shrines, and cultural practitioners, the program aims to create new value by promoting cultural preservation, regional revitalization, and increased visitor engagement.

<JATA's Award Commentary>

The intellectual creativity in reimagining traditional Japanese 'Do' practices—like tea ceremony and flower arrangement—as modern mental health and lifestyle wellness experiences stands out. The concept shows promise in preserving cultural heritage and attracting new enthusiasts. While current results are still limited, clearly demonstrating participant satisfaction, mental and physical benefits, regional visitor inflow, and economic impact will further clarify the initiative’s true value.

◆ Official Website for 'JAPAN Do Wellness'

https://biz.knt.co.jp/japan.do_wellness/

※ About the Future Creation Business

Beyond its core travel services, the KNT-CT Group focuses on addressing various social challenges to create new value for the next 5 to 10 years. Leveraging its resources, expertise, and partner networks, the group is developing new ventures under the 'Future Creation Business' initiative to deliver 'joy' and 'emotional richness' not only in extraordinary experiences but also in everyday life.

Socio-Economic Category: Encouragement Award – Club Tourism Co., Ltd.

Revitalizing Remote Island Economies in Amami with 'Professional Side-Hustle Talent'

Creating Ties to Communities through the 'Second Hometown Side-Hustle Discovery Tour'

(Co-awarded with Mirai Works Inc.)

This initiative is a community engagement project jointly developed by Club Tourism and Mirai Works Inc., connecting skilled urban professionals with local SMEs and organizations in regional areas. Implemented in the Amami Islands of Kagoshima Prefecture, participants engage in on-site visits and dialogues with local businesses to support solutions to regional challenges. It aims to establish a new model for regional revitalization by fostering ongoing engagement through side jobs and part-time work.

Image: Participants visiting local businesses on Amami-Oshima

<JATA's Award Commentary>

The unique mechanism of matching highly skilled urban professionals as side-hustle contributors to address labor shortages and economic stagnation in remote islands stands out. By focusing on problem-solving and creating lasting relationships, this co-creation model demonstrates deep engagement that supports sustainable regional economic revitalization. Clarifying the role of travel and tourism companies, along with visualizing post-matching outcomes and ripple effects, will be key for future development.

Socio-Economic Category: Encouragement Award – Club Tourism Co., Ltd.

The Era is Shifting from 'Things and Experiences' to 'People'!

A Special Journey That Begins with Connecting to Locals

Matching Service 'Tabi wa Hitomakase' (Travel Left to the People)

This initiative is a new tourism platform where the purpose of travel is not 'where to go' but 'who to meet.' By facilitating interactions with local residents, it aims to deepen travelers’ appreciation of regional charm and foster lasting relationships. In collaboration with municipalities and regional DMOs, the project builds a community-driven co-creation model—'welcoming people as a whole region'—with the goal of nationwide expansion as a sustainable tourism model that increases relational populations and revitalizes local communities.

<JATA's Award Commentary>

The focus on 'who to meet' effectively turns local residents themselves into visible tourism assets, simultaneously enhancing traveler satisfaction and fostering local pride. As a platform connecting travelers and residents, it holds great potential for creating relational populations and activating communities through interaction. The collaboration among municipalities, DMOs, private businesses, and residents, along with concrete booking data, further strengthens its credibility.

◆ Official Website for 'Tabi wa Hitomakase'

https://tabihito.com/ishizuchi

※ Note: 'Tabi wa Hitomakase' is currently operated and provided by George & Shawn Co., Ltd.

These three awarded initiatives are part of the group’s strategic focus on 'Future Creation Business' and 'Community Co-Creation Business.' By leveraging tourism’s power to 'connect people, regions, and cultures,' the group contributes to SDG achievement and the realization of sustainable communities and societies through cultural preservation, solving regional challenges, and creating relational populations.

Moving forward, the KNT-CT Group will continue to advance its efforts toward achieving the SDGs and building a sustainable society, guided by its three materiality pillars: 'Value Creation through Tourism,' 'Responsible Corporate Activities,' and 'Coexistence and Innovation with Society.'