BTV Japan Chapter was established in November 2024 and currently consists of 12 recognized villages from Japan, namely Asuka, Amagi, Biei, Hakuba, Koyasan, Miyama, Niseko, Nishikawa, Oku-Matsushima, Shirakawa, Shodoshima, and Tonosho, along with villages under the Upgrade Programme – Shirayama and Yamakoshi.
At the 2nd Japan Chapter Council Meeting held in November 2025 in Niseko, representatives from the 13 villages attended and reviewed activities carried out over the past year since the Chapter’s establishment. Participants also exchanged views on concrete initiatives going forward and future collaboration.
Reviewed activities such as:
・Capacity building (e.g., exchange of views with Japan National Tourism Organization (JNTO), study sessions through peer learning or guest speakers)
・Human and regional exchanges (e.g., site visits, high school student exchanges)
・Collective promotion (e.g., creation of BTV Japan Chapter digital brochures)
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Following the council meeting, a symposium was held under the theme of “Creating High-Value Experiences Through Local Uniqueness”. In recent years, travelers have increasingly prioritized not only “personal value” but also experiences that contribute value to the environment and the destinations they visit. In the context of BTV, this symposium explored how these trends are influencing local tourism practices and tourist satisfaction.
Video Introducing the Best Tourism Villages Japan Chapter | UN Tourism
