What is the Japan Sustainable Tourism Standard for Destinations (JSTS-D)?
As of 4 November 2026, 149 destinations and organisations had been approved to use the logo of the Japan Tourism Agency's Japan Sustainable Tourism Standard for Destinations (JSTS-D) (our count of the rows in the list). By prefecture, Aomori, Gunma, Osaka and Saga have none, and among the eight prefectures of Kyushu and Okinawa only Saga has none (Japan Tourism Agency, list as of 4 November 2026).
This page was made by Karatsu Farm & Food, an NPO in Karatsu, Saga, as part of Karatsu Data Bank. It sets out figures on sustainable tourism certification and awards from the Japan Tourism Agency, international bodies and local governments as published. We do not add conclusions or evaluations. Figures we counted ourselves from a list are marked as such.
JSTS-D is a guideline for local governments and destination management organisations (DMOs), developed by the Japan Tourism Agency based on the destination criteria of the Global Sustainable Tourism Council (GSTC) (Japan Tourism Agency, Japanese). GSTC announced that JSTS-D, developed in 2019 with 47 criteria plus features specific to Japan, had achieved GSTC-Recognized Standard status (GSTC, 6 April 2021). The GSTC list of recognised standards gives 12 March 2021 as the date of original recognition (GSTC, list updated 31 December 2024).
Destinations and organisations that meet set requirements can use the logo with the agency's approval. On 28 June 2024 the agency revised the approval criteria, adding its JSTS-D training video with a test to the criteria alongside completion of a GSTC training programme (Japan Tourism Agency, JSTS-D logo, Japanese). GSTC notes that recognition concerns the standard itself and does not ensure that a certification process is reliable (GSTC).
How many have the logo?
Counting the 149 destinations and organisations in the list as of 4 November 2026 by the month of approval gives 8 by the end of 2021, 31 by the end of 2023, 46 by the end of 2024, 117 by the end of 2025 and 149 by 4 November 2026. 71 were approved in 2025, more than in any other year (our count from the Japan Tourism Agency list).
| As of | Approved that year | Cumulative |
|---|---|---|
| End of 2021 | 8 | 8 |
| End of 2022 | 4 | 12 |
| End of 2023 | 19 | 31 |
| End of 2024 | 15 | 46 |
| End of 2025 | 71 | 117 |
| 4 Nov 2026 | 32 | 149 |
The national Tourism Nation Promotion Basic Plan (Cabinet decision, 27 March 2026) gives the number of areas working in line with JSTS-D (local governments, DMOs and other bodies that obtained the logo) as 31 in 2023, 46 in 2024 and 118 in 2025, above the previous plan's target of 100 by 2025 (Basic Plan, Japanese). For 2025 the plan gives 118 and our count from the current list gives 117, a difference of one.
By prefecture
Of the 149, 142 belong to a single prefecture and 7 span two or more. Counting the single-prefecture ones, Hokkaido has the most with 23, followed by Nagano 11, Nara 8, Ehime 7, and Tokushima and Kagawa 6 each. Aomori, Gunma, Osaka and Saga have none (our count from the Japan Tourism Agency list).
Twelve prefectures have one each: Akita, Chiba, Niigata, Toyama, Ishikawa, Yamanashi, Shiga, Wakayama, Tottori, Fukuoka, Miyazaki, Okinawa. The 7 spanning several prefectures are two Setouchi organisations (seven prefectures from Hyogo to Ehime), one covering the four Shikoku prefectures, and one each for Yatsugatake (Yamanashi and Nagano), Kirin no Machi (Tottori and Hyogo), Togoku Suigo (Chiba and Ibaraki) and Kanmon (Fukuoka and Yamaguchi).
Kyushu, Okinawa and Saga
In the eight prefectures of Kyushu and Okinawa, 15 destinations and organisations are listed (including the Kanmon organisation spanning Fukuoka and Yamaguchi). Kagoshima has 5, Nagasaki, Kumamoto and Oita 2 each, and Fukuoka, Miyazaki and Okinawa 1 each (excluding Kanmon). None is in Saga (Japan Tourism Agency list).
| Prefecture | Destination / organisation | Approved | GD | BTV |
|---|---|---|---|---|
| Fukuoka / Yamaguchi | Strait City Kanmon DMO | 2023-11 | ○ | |
| Fukuoka | Yanagawa City Tourism Association | 2024-12 | ○ | |
| Nagasaki | Nagasaki International Tourism and Convention Association | 2026-03 | ||
| Nagasaki | Ojika Town | 2026-03 | ||
| Kumamoto | Aso City | 2021-12 | ○ | |
| Kumamoto | Kosa Town | 2026-07 | ||
| Oita | Oita Prefecture | 2025-12 | ||
| Oita | Tourism Oita | 2026-08 | ||
| Miyazaki | Hyuga City | 2024-04 | ||
| Kagoshima | Amami Oshima Tourism and Products Federation | 2022-11 | ○ | |
| Kagoshima | Kagoshima Convention and Visitors Bureau | 2024-10 | ||
| Kagoshima | Okinoerabu Island Tourism Association | 2025-07 | ||
| Kagoshima | Yoron Island Tourism Association | 2025-07 | ○ | |
| Kagoshima | Yoron Town Office | 2025-08 | ○ | |
| Okinawa | Okinawa Prefecture | 2025-12 | ○ |
International certification and awards
The agency's list flags logo holders that have been certified or awarded by Green Destinations (an international organisation based in the Netherlands) and those selected as UN Tourism Best Tourism Villages. In the list as of 4 November 2026, 38 carry the Green Destinations flag, 9 the Best Tourism Villages flag, and 42 at least one of the two (our count from the Japan Tourism Agency list).
The Basic Plan gives the number of areas with international certification or awards as 30 in 2025, up from 6 in 2022, 12 in 2023 and 19 in 2024, short of the previous plan's target of 50 (Basic Plan). The plan counts areas, while the flags in the list count destinations and organisations, so the two are not the same measure.
| Item | Number | As of |
|---|---|---|
| Areas certified or awarded (plan) | 6 | 2022 |
| Areas certified or awarded (plan) | 12 | 2023 |
| Areas certified or awarded (plan) | 19 | 2024 |
| Areas certified or awarded (plan) | 30 | 2025 |
| Previous plan target | 50 | By 2025 |
| Green Destinations flag in list | 38 | 4 Nov 2026 |
| Best Tourism Villages flag in list | 9 | 4 Nov 2026 |
| Either flag | 42 | 4 Nov 2026 |
Green Destinations Top 100 Stories
Green Destinations selects 100 good practice stories in sustainable tourism every year. The 2026 edition, the 12th, drew around 200 registrations from 41 countries and was announced in Kranj, Slovenia on 28 October 2026 (Green Destinations, 28 October 2026). The Japan section of the list has 17 stories. The only one from Kyushu is Yanagawa City in Fukuoka (its canals); none is from Saga (Green Destinations, Top 100 2026 Good Practice Stories).
In 2025, ten areas in Japan were selected (Kanmon area, Niseko Town, Aizuwakamatsu, Eiheiji Town, Chikuma City, Minami Shinshu, Ikawa Forest, Marugame City, Mitoyo City and Kuroshio Town). The Kanmon area (Kitakyushu, Fukuoka and Shimonoseki, Yamaguchi) was placed third in the world in the Destination Management category on 4 March 2026 (Kitakyushu City press release, 5 March 2026, Japanese).
| Year | Japan | Kyushu and Okinawa | Saga |
|---|---|---|---|
| 2025 | 10 areas | 1 (Kanmon) | 0 |
| 2026 | 17 stories | 1 (Yanagawa) | 0 |
Our work in Karatsu
We coordinate study visits and training on regenerative and sustainable tourism in Karatsu. See Regenerative Tourism in Karatsu. Our own activities are not included in the figures on this page.
Frequently asked questions
Q1. How many destinations have the JSTS-D logo?
The Japan Tourism Agency list as of 4 November 2026 contains 149 destinations and organisations approved to use the logo (our count of the rows). The national Basic Plan gives 118 areas for 2025.
Q2. Does any destination in Saga Prefecture have the JSTS-D logo?
No destination or organisation in Saga is in the list as of 4 November 2026. The prefectures with none are Aomori, Gunma, Osaka and Saga.
Q3. Which destinations in Kyushu have the JSTS-D logo?
Fifteen destinations and organisations in Kyushu and Okinawa are listed, including the Kanmon organisation spanning Fukuoka and Yamaguchi. Kagoshima has the most with 5; Nagasaki, Kumamoto and Oita have 2 each; Fukuoka, Miyazaki and Okinawa 1 each (as of 4 November 2026).
Q4. Is JSTS-D an international standard?
JSTS-D is a guideline the Japan Tourism Agency built on the GSTC destination criteria, and it is a GSTC-Recognized Standard. The GSTC list gives 12 March 2021 as the date of original recognition.
Q5. How many Japanese destinations are in the Green Destinations Top 100 Stories?
The Japan section of the 2026 list (announced 28 October 2026) has 17 stories. In 2025, ten areas were selected. Neither year includes a destination in Saga.
Sources
| Document | Publisher | Date | URL | Retrieved |
|---|---|---|---|---|
| JSTS-D logo holders list (as of 4 November 2026) | Japan Tourism Agency | 2026-11-04 | https://www.mlit.go.jp/kankocho/content/002029652.pdf | 2026-11-12 |
| JSTS-D logo (application and criteria) | Japan Tourism Agency | - | https://www.mlit.go.jp/kankocho/seisaku_seido/kihonkeikaku/jizoku_kankochi/jizokukano_taisei/torikumi/jsts-d_logomark.html | 2026-11-12 |
| Japan Sustainable Tourism Standard for Destinations (JSTS-D) | Japan Tourism Agency | 2026-06-19 (updated) | https://www.mlit.go.jp/kankocho/seisaku_seido/kihonkeikaku/jizoku_kankochi/jizokukano_taisei/torikumi/jsts-d.html | 2026-11-12 |
| Tourism Nation Promotion Basic Plan | Japan Tourism Agency (Cabinet decision) | 2026-03-27 | https://www.mlit.go.jp/kankocho/content/001991698.pdf | 2026-11-12 |
| Japan Sustainable Tourism Standard for Destinations is now a GSTC-Recognized Standard | GSTC | 2021-04-06 | https://www.gstc.org/japan-sustainable-tourism-standard-for-destinations-gstc-recognized-standard/ | 2026-11-12 |
| List of GSTC Recognized Standards | GSTC | 2024-12-31 (updated) | https://www.gstc.org/wp-content/uploads/List-of-GSTC-Recognized-Standards-31.12.2024.pdf | 2026-11-12 |
| Top 100 2026 Good Practice Stories | Green Destinations | 2026-10-28 | https://www.greendestinations.org/2026top100/ | 2026-11-12 |
| 2026 Top 100 Stories Unveiled at the Green Destinations Global Conference in Kranj, Slovenia | Green Destinations | 2026-10-28 | https://www.greendestinations.org/2026-top-100-stories-unveiled/ | 2026-11-12 |
| Kanmon area placed third in the Destination Management category (press release) | Kitakyushu City | 2026-03-05 | https://www.city.kitakyushu.lg.jp/files/001195227.pdf | 2026-11-12 |
Notes on reading the figures
The numbers of destinations and organisations, the counts by prefecture and year, and the counts of international certification flags are our counts of the rows in the Japan Tourism Agency list (as of 4 November 2026, 4-page PDF). The list numbering has duplicates (63 and 139 appear twice) and gaps (66 and 142), so we counted rows rather than numbers. The list is as of 4 November 2026 and destinations or organisations no longer in it are not counted, so the cumulative counts by year may differ from the numbers at the time.
Where both a municipality and its tourism association are listed, each is counted once. The national plan also counts local governments, DMOs and other bodies that obtained the logo. The certification flags are counted as they appear in the agency list; we did not check them against Green Destinations or UN Tourism records.
The Green Destinations Top 100 Stories select good practice stories and do not certify a destination as a whole. The 2026 figure for Japan is our count of stories in the Japan section of the published list.
What this page does not cover
We do not evaluate individual destinations or organisations, compare areas, count certifications for hotels, tour operators and other businesses, or count Green Destinations Certification Awards by level. Hotel standards are in Hotel Sustainability in Numbers, types of tourism such as sustainable and regenerative in Types of Tourism in Numbers, and visitor numbers for Karatsu in Tourism in Numbers.
Citing this page and enquiries
To cite figures from this page or to ask about finding local data, please use our contact page or write to info@karatsu-f-f.com.
About this page
By Hiroaki Kojima (Vice Director, Karatsu Farm & Food) / Contact: info@karatsu-f-f.com (contact page) / Published: 12 November 2026 / Markdown: sustainable-tourism-cert-data.mdThis page is made together with AI. See this data bank and AI for how.
Related links
▶ Karatsu Data Bank
▶ Types of Tourism in Numbers
▶ Hotel Sustainability in Numbers
▶ Tourism in Numbers
▶ Visitor Levies for Conservation in Numbers
▶ サステナブルツーリズムの認証のデータ（日本語）