For people with disabilities, going out and sightseeing can be quite challenging, and there are many situations where they cannot enjoy themselves as they wish.
This is where "Universal Tourism" comes into focus. Efforts to make travel enjoyable for everyone are spreading across the country.
This article will clearly explain Universal Tourism with specific examples from both Japan and abroad.
This is a must-read for those who want to enjoy sightseeing with more peace of mind. Please take a look!
1. What is Universal Tourism?
1-1. Definition and Purpose of Universal Tourism
Universal Tourism refers to travel designed so that everyone, regardless of age, nationality, language, or whether they have disabilities, can enjoy it safely and comfortably.
In the "Basic Plan for Promoting a Tourism Nation" established by the Ministry of Land, Infrastructure, Transport and Tourism, Universal Tourism is positioned as "travel that anyone can participate in without hesitation."
In Japan, as the population ages, Universal Tourism is being promoted to stimulate the travel demand of the increasing elderly population.
The Japan Tourism Agency is also promoting Universal Tourism in collaboration with local governments and NGOs.
Specifically, checking whether the following three points are met can help assess the level of Universal Tourism:
- Transparency of Information
Is there information available about the presence of elevators, steps or slope gradients, dimensions of restrooms and guest rooms, photos of bathrooms and pathways, and rental equipment (such as shower chairs and communication boards)? - Human Support
Are there reasonable accommodations available to meet individual needs, such as guidance within the facility, assistance with transfers and bathing, support for sign language and written communication, and consideration for allergies or swallowing difficulties? - Emergency Response
Is there a clear communication system, including at night, collaboration with medical institutions, and clear guidance on evacuation routes and assembly points?
By the way, the term Universal Tourism is a Japanese neologism that combines "Universal Design" and "Tourism," and is often expressed as Accessible Tourism or Tourism for All overseas, with the goal of creating an environment where "those who want to go can go when they want."
Reference: Promotion of Universal Tourism | Ministry of Land, Infrastructure, Transport and Tourism
1-2. Differences Between Regular Tourism and Universal Tourism
The clear difference between regular tourism and Universal Tourism is whether everyone can enjoy travel safely.
In regular travel, considerations for people with disabilities are generally lacking, and most cases are designed from the perspective of able-bodied individuals.
On the other hand, Universal Tourism is characterized by considerations that allow people with disabilities or physical limitations to enjoy travel safely.
To illustrate the differences between regular tourism and Universal Tourism, consider the following three points:
- At the time of booking
Are there options for phone, email, chat, in-person consultations, or remote support with sign language? - During travel
Is the location barrier-free? Or is there information available about the presence of elevators, door widths, and photos of bathrooms? - Accommodation
Are there universal rooms available?
It is crucial to determine whether the facilities and transportation options allow everyone to enjoy travel comfortably.
1-3. Reasons Why Universal Tourism is Important in Japan
There are two main reasons why Universal Tourism is considered important in Japan. The first is the anticipated increase in domestic travel demand from economically stable elderly individuals due to the growing number of late-stage elderly people.
By 2025, the baby boomer generation will reach the age of 75 and older, and the percentage of the population aged 65 and over is expected to exceed 30%.
This creates a significant market opportunity, and there is a desire to boost the economy by alleviating travel anxiety through the promotion of Universal Tourism, attracting elderly individuals who have the time and financial means to travel.
The second reason is the increase in inbound demand. Providing safe travel experiences for inbound tourists can lead to higher satisfaction and repeat visitors. Universal Tourism is also promoted as a means to enhance satisfaction.
In major tourist destinations abroad, barrier-free access is common, and many can enjoy travel without special considerations.
In contrast, in Japan, one cannot plan a trip without prior research on whether a location is barrier-free.
Therefore, Japan is required to promote Universal Tourism and create an environment where anyone can travel easily.
In Japan, the "Revised Act on the Elimination of Discrimination against Persons with Disabilities," passed in May 2021, mandates private businesses to provide reasonable accommodations for people with disabilities.
It is essential not only at the national and municipal levels but also for private businesses to disseminate information about reasonable accommodations and take specific actions, which is why Universal Tourism is receiving increased attention.
For more details on reasonable accommodations, please refer to the following article.
Reference:
2. Specific Examples and Practices of Universal Tourism
2-1. Domestic Tourist Destinations Implementing Universal Tourism
The introduction of Universal Tourism is progressing in various tourist destinations across Japan.
Here, we will introduce examples of Universal Tourism implementation in tourist areas.
2-1-1. Amami Oshima (Kagoshima Prefecture)
In Kagoshima Prefecture, an information magazine titled "Universal Tourism Tourist Destination Information (Ibusuki and Amami Area)" has been created, along with a "Caregiver Manual."
Additionally, an information magazine titled "Kagoshima Prefecture Universal Tourism" has been produced, showcasing tourist information for various areas.
For a more natural experience, videos showcasing travel in Amami Oshima that can be enjoyed by wheelchair users and families with small children are available on the "YouTube Kagoshima Prefecture Official Channel," so please check it out.
Reference:About Universal Tourism｜Kagoshima Prefecture</a>
Reference:Amami Oshima Zero Gravity Shimizu Villa</a>
Reference: Kagoshima Prefecture Official Channel | 【Amami Islands Universal Tourism】 A trip to Amami Oshima that everyone can enjoy across three generations
At Ayamaru Cape Tourist Park, you can access a spot with a panoramic view of the coral reef sea while remaining in your wheelchair.
Additionally, Amami Park, where you can learn about the nature and culture of Amami, is barrier-free and allows you to enjoy sightseeing at a leisurely pace.
Reference:Universal Tourism Information Magazine
The Kagoshima tourism site "Kagoshima no Tabi" provides information on a Universal Tourism model course that allows you to explore Amami Oshima in a two-day, one-night trip.
Reference: Universal Tourism Model Course 4) Amami Oshima Course | Kagoshima no Tabi
2-1-2. Mie Prefecture
Known as a leading city for Universal Tourism, Mie Prefecture declared the "Promotion of Japan's Best Barrier-Free Tourism" at the "3rd National Forum on Barrier-Free Tourism in Ise" held in June 2013 by then-Governor Hideki Suzuki.
In 2015, Mie Prefecture published the "Mie Barrier-Free Tourism Guide," demonstrating its proactive stance.
Furthermore, the NPO Ise-Shima Barrier-Free Tour Center provides guidance and travel advice for barrier-free accommodations and tourist facilities under the concept of "going to where you want to go" rather than just "where you can go."
Specific services include:
- Rental of wheelchairs and shower chairs
- Paid support for visiting Ise Shrine by Ise Hospitality Helpers
- Introduction of welfare taxis and bathing helpers/travel helpers
- Information on barrier-free model courses and activities
- Support for visually impaired individuals and printing services for braille stickers
These various services play a role in establishing Mie Prefecture as a leading city for Universal Tourism.
From November to December 2023, a model tour in Ise-Shima, including Ise Shrine, was held for a two-day, one-night trip and received positive feedback.
Reference: NPO Ise-Shima Barrier-Free Tour Center
2-1-3. Tendo City (Yamagata Prefecture)
In Tendo City, Yamagata Prefecture, a community-wide universal design initiative led by DMC Tendo Onsen started in 2021.
They aim to create a tourist destination where anyone, regardless of disabilities, can enjoy hot spring travel without hesitation.
Their efforts in the soft aspect are also groundbreaking.
- Collaboration with local nursing care providers to establish a system for safely enjoying hot springs and training personnel
- Conducting care service training for Tendo Onsen staff
- Providing a page for applying for Tendo Onsen bathing assistance services
Additionally, universal design rooms and bathing facilities are being established in various hotels and inns, making them more accessible for everyone.
They are promoting Universal Tourism initiatives from both hard and soft aspects.
Reference: Universal Tourism Initiatives | DMC Tendo Onsen
2-1-4. Nagano City (Nagano Prefecture)
In Togakushi, Nagano City, the Togakushi Tourism Association has gained attention for introducing dual skiing.
Togakushi is a famous tourist destination known for its soba noodles and popular summer mountain tourism.
In winter, temperatures can drop to nearly -15°C, making it a hotspot for winter sports with many enthusiasts visiting to enjoy powder snow.
In Togakushi, dual skiing was introduced in 2020, allowing participants to ski with pilots who hold the necessary qualifications to operate specialized equipment, which has received positive feedback.
There are no restrictions on the use of dual skiing, making it an activity that people with disabilities can enjoy. The equipment is equipped with safety belts and suspension systems, ensuring high safety and reducing strain on the body. It is also possible to get on and off the lift while still in the equipment.
Currently, an "Inclusive Outdoor Activity Senior Instructor" who has completed a program developed by Shinshu University is stationed at the Togakushi Ski Resort to support experiences and learning tailored to individual conditions.
Furthermore, Togakushi has introduced outdoor wheelchairs for summer mountain tourism.
These come in both self-driving and caregiver-assisted types, and both are well-received for their wide tires that make them easy to maneuver on rough terrain and provide high cushioning.
2-1-5. Hakone Town (Kanagawa Prefecture)
Hakone is an attractive spot with easy access from the city center, rich nature, and abundant hot springs.
The Hakone DMO (Hakone Town Tourism Association) introduces spots that can be accessed by wheelchair.
Hakone DMO provides a "Hakone Sightseeing Map for Wheelchair Users," which includes introductions to sightseeing plans.
It features plans that utilize the mountain train or private cars, making it easy to find a plan that suits individual conditions.
The information provided by Hakone DMO strongly reflects advice from users, making it more understandable.
The Hakone Sightseeing Map for Wheelchair Users has been produced and distributed in 10,000 copies, generating significant attention, and various reactions have emerged from users' social media posts.
From October 2024, a new service called "Hakone Onsen-Helper" will begin, offering bathing assistance services in hot spring areas, further enhancing Universal Tourism services in Hakone.
Additionally, "Pink Ribbon Lodging in Hakone" is also being developed.
To ensure that breast cancer patients and others who wish to use bathing garments can enjoy hot springs with peace of mind, accommodations that allow the rental and use of bathing garments are registered and introduced as "Pink Ribbon Lodging."
Hakone is also conducting training sessions and seminars for tourism businesses, such as the Barrier-Free Tourism Seminar 2025, to improve hospitality and promote understanding of Universal Tourism.
2-2. Introduction of Universal Tourism Initiatives by the National and Local Governments
In Japan, the Ministry of Land, Infrastructure, Transport and Tourism is leading the promotion of Universal Tourism. Based on the Basic Law for Promoting a Tourism Nation, the "Basic Plan for Promoting a Tourism Nation," which was decided by the Cabinet on March 30, 2012, focuses on strategies such as sustainable tourism area development, recovery of inbound tourism, and expansion of domestic exchanges.
One of the key initiatives is the "Heart Barrier-Free Certification System for Tourism Facilities." This aims to register and disseminate information about tourism facilities that meet certification standards, ensuring that more facilities are safe and comfortable for the elderly and people with disabilities.
In April 2025, the system will be expanded, and a mechanism will be established to focus on introducing facilities that are making excellent efforts.
Additionally, the Japan Tourism Agency is creating model tour case studies for travel agencies, providing guidelines on product development methods and points to consider for practical use.
With the enforcement of the revised Act on the Elimination of Discrimination against Persons with Disabilities in April 2024, private businesses are also required to provide reasonable accommodations, necessitating improvements in both hard (facility development) and soft (information provision and personnel training) aspects.
In the 2025 budget, 62.7 billion yen has been allocated, which is 1.2 times the previous year, to strengthen Universal Tourism-related projects.
Among local government initiatives, Hyogo Prefecture is gaining attention as a leading example. It has enacted Japan's first "Universal Tourism Promotion Ordinance," positioning Universal Tourism as the foundation for "tourist destinations that everyone wants to visit."
Hyogo Prefecture conducts tours for the elderly and people with disabilities utilizing regional resources, and tourist information centers and accommodations are strengthening the provision of barrier-free information in collaboration with NGOs and travel agencies. Through the publication of guidebooks, they aim to alleviate travelers' anxieties and revitalize the local economy.
In Tokyo, leveraging its characteristics as an international city, research on "Accessible Tourism" is being advanced in collaboration with research institutions and universities. They are referring to ISO 21902 (international barrier-free standards) and considering measures to improve multilingual support and physical accessibility.
By promoting the introduction of these measures in tourism facilities and accommodations, they aim to create an internationally standard environment where everyone, including inbound foreign visitors, can enjoy sightseeing with peace of mind.
For more details on heart barrier-free initiatives, please refer to the following article.
Reference:
2-3. Introduction of Universal Tourism Initiatives by Companies
Not only at the national level but also at the corporate level, initiatives for Universal Tourism are being implemented.
HIS, a well-known comprehensive travel agency, established a Universal Tourism Desk in 2002.
The Universal Tourism Desk features staff with expertise in nursing and welfare, as well as staff who can communicate in sign language, providing travel consultations and arrangements.
Additionally, they offer group tours with accompanying staff, such as "Barrier-Free Travel," aimed at individuals who require wheelchairs or canes.
Reference: HIS Universal Tourism Desk
Kinki Nippon Tourist is also engaged in unique Universal Tourism initiatives through collaboration with medical equipment and supplies manufacturers.
In collaboration with Alcare Corporation, a stoma appliance manufacturer, they conducted an Ostomate Tour that included a factory tour of stoma appliances and a day trip for hot spring bathing experiences.
Participants reported enjoying the experience of directly conveying their requests to the stoma appliance manufacturer through discussions, and many expressed satisfaction with the rental and use of changing spaces at hot spring facilities, allowing them to enjoy without worrying about the gaze of others.
Reference: Kinki Nippon Tourist's Initiatives for Promoting Universal Tourism
JTB is also actively promoting Universal Tourism.
As part of their travel services, they provide jinrikisha sightseeing, chartered sightseeing taxis, and care taxis (wheelchair-accessible vehicles with qualified drivers), establishing a system that allows those
