What is Universal Tourism? Examples of Domestic Tourist Destinations!

For people with disabilities, going out or sightseeing can be challenging, and there are often 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 nationwide.

This article will clearly explain specific examples of universal tourism both domestically and internationally.

If you are someone who wants to enjoy sightseeing with more peace of mind, this is a must-read. 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.

In the "Basic Plan for Promoting a Tourism-Oriented Nation" set 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 increasing travel demand among the elderly.

The Japan Tourism Agency is also promoting universal tourism in cooperation with local governments and NPOs.

Specifically, checking the following three points makes it easier to understand the level of universal tourism.

• Transparency of Information
  Is there information on the presence of elevators, steps or slope gradients, dimensions of toilets and guest rooms, photos of bathrooms and pathways, and available rental equipment (such as shower chairs and communication boards)?
• Human Support
  Is there reasonable accommodation for individual needs, such as guidance within the facility, assistance with transfers and bathing, support for sign language and written communication, and consideration for allergies and swallowing-friendly meals?
• Emergency Response
  Is there a clear communication system, including at night, collaboration with medical institutions, and guidance on evacuation routes and assembly points?
  

Incidentally, universal tourism is a Japanese coined term combining "universal design" and "tourism," and it is often expressed as Accessible Tourism or Tourism for All overseas, with the goal of "creating an environment where people can go where they want 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, consideration for people with disabilities is generally not given, and it is mostly planned from the perspective of able-bodied individuals.

In contrast, universal tourism provides considerations so that even those with disabilities or physical limitations can enjoy travel safely.

Regarding the differences between regular tourism and universal tourism, consider the following three points as examples.

• At the time of booking
  Are there options such as phone, email, chat, in-store consultation, or remote support with sign language?
• During travel
  Is the area barrier-free? Is there information on the presence of elevators, door widths, or photos of bathrooms?
• Accommodation
  Are there universal rooms available?
  

It is important to choose facilities and transportation options that provide accommodations for everyone to enjoy travel comfortably.

1-3. 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 among economically affluent elderly people due to the growing number of late-stage elderly.

By 2025, the baby boomer generation in Japan will become late-stage elderly aged 75 and over, and the aging rate, which is the percentage of the population aged 65 and over, is expected to exceed 30% of the total population.

In other words, there is a large market, and by promoting universal tourism to alleviate travel concerns, there is an intention to attract elderly people who have both time and economic means to travel, thereby revitalizing the economy.

The second reason is the increase in inbound demand. Providing a safe travel experience for tourists visiting Japan can lead to increased satisfaction and repeat visitors. Universal tourism is being promoted as a measure to improve satisfaction.

In major tourist destinations overseas, barrier-free access is commonplace, and there are many cases where people can enjoy travel without special considerations.

On the other hand, in Japan, you cannot plan a trip without prior research on whether barrier-free access is available.

From the above, Japan needs to promote universal tourism and create an environment where everyone 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 accommodation for people with disabilities.

Not only at the national and local government levels, but also for private businesses, it is important to raise awareness and implement specific measures regarding reasonable accommodation, which is why universal tourism is gaining more attention.

For more details on reasonable accommodation, please refer to the following article.

Reference:

2. Specific Examples and Practices of Universal Tourism

2-1. Domestic Tourist Spots Implementing Universal Tourism

The implementation of universal tourism is progressing in various tourist spots across Japan.

Here, we introduce examples of universal tourism implementation in tourist spots.

2-1-1. Amami Oshima (Kagoshima Prefecture)

In Kagoshima Prefecture, they have created an information magazine "Universal Tourism Tourist Information (Ibusuki/Amami Area)" and simultaneously provided a "Caregiver Manual."

Additionally, they have created an information magazine "Kagoshima Prefecture Universal Tourism" to introduce tourist information for each area.

For a more natural experience, the official YouTube channel of Kagoshima Prefecture features a video introducing a trip to Amami Oshima that can be enjoyed by wheelchair users and those with small children. Be sure to check it out.

Reference: About Universal Tourism｜Kagoshima Prefecture

At Ayamaru Cape Tourist Park, you can reach a spot where you can overlook the coral sea while in a wheelchair.

Additionally, Amami Park, where you can learn about Amami's nature and culture, is barrier-free, allowing you to enjoy sightseeing at a leisurely pace.

Reference: Kagoshima Prefecture Universal Tourism Information Magazine｜Kagoshima Prefecture

The Kagoshima Prefecture tourism site "Kagoshima no Tabi" provides information on a universal tourism model course for a two-day, one-night tour of Amami Oshima.

Reference: Universal Tourism Model Course 4) Amami Oshima Course｜Kagoshima no Tabi

2-1-2. Mie Prefecture

Mie Prefecture, known as a leading city in universal tourism, declared "Japan's No. 1 Barrier-Free Tourism Promotion" at the "3rd National Barrier-Free Tourism Forum Ise Convention" held in June 2013 by then-Governor Eikei Suzuki.

In 2015, they demonstrated an active stance by publishing the Mie Prefecture Barrier-Free Tourism Guide "Mie Bari."

Furthermore, the NPO Ise-Shima Barrier-Free Tour Center operates under the concept of "going where you want to go" rather than "going where you can go," providing information on barrier-free accommodations and tourist facilities, as well as travel advice.

Specific services include:

• Rental of wheelchairs and shower chairs
• Paid support for visiting Ise Jingu by Ise Hospitality Helpers
• Introduction of welfare taxis, bathing helpers, and travel helpers
• Provision of barrier-free model courses and activity information
• Support for visually impaired individuals and braille seal printing services
  

They play a role as a leading city in universal tourism with various services.

From November to December 2023, the Ise-Shima Model Tour, which allows you to enjoy Ise Jingu and other tourist spots in Ise-Shima over a two-day, one-night trip, was held and received favorable reviews.

Reference: NPO Ise-Shima Barrier-Free Tour Center

2-1-3. Tendo City (Yamagata Prefecture)

In Tendo Onsen, located in Tendo City, Yamagata Prefecture, a regional initiative to implement universal design started in 2021, led by DMC Tendo Onsen Co., Ltd.

They aim to create a tourist destination where everyone, regardless of disability, can enjoy hot spring trips without hesitation, in collaboration with participating local businesses.

Therefore, their efforts on the soft side are also groundbreaking.

• Building a system and training personnel to ensure safe hot spring bathing in collaboration with local care providers
• Conducting care service training for Tendo Onsen staff
• Providing an application page for Tendo Onsen bathing assistance services
  

Furthermore, universal design rooms and bathing facilities are being introduced one after another at each hotel and inn, making them accessible to everyone.

They are promoting universal tourism from both the hard and soft sides.

Reference: Universal Tourism Initiatives｜DMC Tendo Onsen

2-1-4. Nagano City (Nagano Prefecture)

In Togakushi, located in Nagano City, Nagano Prefecture, the introduction of dual skiing by the Togakushi Tourism Association became a topic of discussion.

Togakushi is a famous tourist destination known for its soba noodles, and summer mountain tourism is popular.

In winter, temperatures drop to around minus 15°C, and the area is known for its powder snow, attracting many winter sports enthusiasts.

In 2020, Togakushi introduced dual skiing, which has been well-received as it allows skiing with a pilot who holds the necessary qualifications to operate the specialized equipment.

Dual skiing has no usage restrictions, making it an activity that people with disabilities can enjoy. The equipment is equipped with safety belts and suspension to ensure high safety and reduce physical strain. Boarding and disembarking from lifts are possible while on the equipment.

Currently, an "Inclusive Outdoor Activity Advanced Instructor" who has completed a program developed by Shinshu University is stationed at Togakushi Ski Resort, supporting experiences and learning tailored to individual conditions.

Additionally, Togakushi has introduced outdoor wheelchairs for summer mountain tourism.

There are both self-driving and caregiver-pushed types, both of which are well-received for their thick tires, making them easy to maneuver on rough terrain and providing high cushioning.

Reference: Universal Activity Experience 'Dual Skiing': Seeking Further Possibilities in Tourism｜Nagano Prefecture Official Tourism Site

2-1-5. Hakone Town (Kanagawa Prefecture)

Hakone is a popular spot known for its easy access from the city center, rich nature, and abundant hot springs.

Hakone DMO (Hakone Town Tourism Association) introduces spots that can be toured in a wheelchair in Hakone.

Hakone DMO provides a "Hakone Sightseeing Map for Wheelchair Users," which includes sightseeing plans and introductions.

It features plans using the mountain train or private car, making it easy to find a plan that suits your condition.

The information provided by Hakone DMO strongly reflects advice from those involved, making it easier to understand.

The Hakone Sightseeing Map for Wheelchair Users was produced and distributed in 10,000 copies, generating various reactions from user posts on social media.

From October 2024, a new service called "Hakone Onsen-Helper" will be launched, providing services such as bathing assistance in hot spring areas, further enhancing services that support universal tourism in the Hakone area.

Additionally, "Pink Ribbon Inns in Hakone" are also being developed.

For breast cancer patients and others who wish to use bathing suits, inns where bathing suits can be rented and used are registered and introduced as "Pink Ribbon Inns."

Barrier-free tourism seminars, such as the Barrier-Free Tourism Seminar 2025, and training sessions for tourism businesses are being held to enhance hospitality and promote understanding of universal tourism.

Reference: Hakone Universal Tourism｜Hakone DMO (Hakone Town Tourism Association)

2-2. Introduction of National and Regional, Local Government Initiatives for Universal Tourism

In Japan, the Ministry of Land, Infrastructure, Transport and Tourism is leading the promotion of universal tourism. Based on the Basic Act on the Promotion of a Tourism-Oriented Nation, the "Basic Plan for Promoting a Tourism-Oriented Nation" was approved by the Cabinet on March 30, 2012, with strategies such as sustainable tourism development, inbound recovery, and domestic exchange expansion as pillars.

Particularly emphasized is the "Heart Barrier-Free Certification System for Tourist Facilities." This system registers and disseminates information about tourist facilities that meet certification standards, aiming to create environments where more facilities can be used safely and comfortably by the elderly and people with disabilities.

In April 2025, the system was expanded, and a mechanism was established to focus on introducing facilities with excellent initiatives.

Additionally, the Japan Tourism Agency has created a model tour casebook for travel agencies, providing methods for product development and points to consider, and is developing guidelines that can be used on-site.

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 accommodation, necessitating environmental improvements in both hardware (facility development) and software (information provision and human resource development).

The 2025 fiscal year budget includes 62.7 billion yen, a 1.2-fold increase from the previous year, to strengthen universal tourism-related projects.

Among local government initiatives, Hyogo Prefecture is attracting attention as a leading example. They enacted the nation's first "Universal Tourism Promotion Ordinance," positioning universal tourism as the foundation for "tourist destinations that everyone wants to visit."

They conduct tours for the elderly and people with disabilities utilizing local resources, and strengthen the provision of barrier-free information in collaboration with NPOs and travel agencies at tourist information centers and accommodations. Through guidebook publications, they aim to alleviate travelers' concerns and revitalize the local economy.

In Tokyo, they are leveraging their characteristics as an international city and collaborating with research institutions and universities to advance research on "accessible tourism."

They are referring to ISO21902 (international barrier-free standards) and considering improvements in multilingual support and physical accessibility.

By promoting the introduction of these measures in tourist and accommodation facilities, they aim to create an international standard environment where everyone, including foreign visitors, can enjoy sightseeing safely.

For more detailed information on heart barrier-free initiatives, please refer to the following article.

Reference:

2-3. Introduction of Corporate Initiatives for Universal Tourism

In addition to national-level efforts, companies are also taking initiatives for universal tourism.

HIS, a well-known comprehensive travel company, established the 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, handling travel consultations and arrangements.

They also offer tours such as "Barrier-Free Tabinowa," a group tour with an attendant for those who need wheelchairs or canes.

Reference: HIS Universal Tourism Desk

Kinki Nippon Tourist is also involved in unique universal tourism initiatives through collaboration with medical equipment and tool manufacturers.

In collaboration with Alcare Co., Ltd., a manufacturer of ostomy appliances, they conducted an ostomate tour, including a factory tour of ostomy appliances and a hot spring bathing experience, as a day trip.

Participants were able to directly convey their requests to the ostomy appliance manufacturer through opinion exchanges, and many expressed satisfaction with the exclusive changing space at the hot spring facility, allowing them to enjoy without worrying about others' gazes.

Reference: Kinki Nippon Tourist's Initiatives for Promoting Universal Tourism｜Kinki Nippon Tourist

JTB is also actively promoting universal tourism.

As part of their services during travel, they offer rickshaw tours, chartered sightseeing taxis, and nursing taxis (wheelchair-accessible vehicles with qualified drivers), providing a system that allows those with mobility concerns to enjoy sightseeing with peace of mind.

Additionally, they offer services where travel helpers with nursing skills and travel knowledge accompany travelers, assisting with mobility and bathing, as well as arranging dialysis treatment in Hawaii and Guam, featuring medical support.

Furthermore, they introduce barrier-free accommodations such as "Fuji Lake Hotel" in Yamanashi Prefecture, "Hatsuhana" in Kanagawa Prefecture, and "Keio Plaza Hotel Shinjuku" in Tokyo, ensuring travelers can choose accommodations with confidence.

They offer various consultation methods, including face-to-face consultations at nationwide stores (with communication tools for the hearing impaired), online consultations with sign language interpreters, phone consultations, and 24-hour internet reservations, providing application windows tailored to users.

Reference: JTB's Universal Tourism

Additionally, Tokyo City i, which provides tourism information and services for arranging transportation and accommodations in Tokyo, is involved in universal tourism initiatives at its tourism information center.

Taking advantage of the Tokyo Olympics, they utilized Tokyo's Barrier-Free Specialist Dispatch Project to receive facility checks from advisors and promote barrier-free initiatives.

Furthermore, nearly half of their concierge staff can communicate in sign language, and their sign language support has been recognized, earning them certification under the Japan Tourism Agency's Heart Barrier-Free Certification System for Tourist Facilities and recognition as a Heart Barrier-Free Support Company by Tokyo.

Reference: Universal Tourism Initiatives｜Tokyo City i

2-4. Advanced Universal Tourism Initiatives Overseas

Overseas, universal tourism is referred to as accessible tourism.

Organizations promoting accessible tourism include:

• European Network for Accessible Tourism (ENAT)
• Access the Globe
• Travel for All
• Destination Everywhere

ENAT is particularly known for certifying tourism-related businesses that practice accessible tourism.

On a corporate level, efforts for accessible tourism are also seen, with Scandic Hotels, which operates primarily in Northern Europe, setting 101 common accessibility standards for all its hotels.

They also provide training for hotel staff on services for people with disabilities.

Furthermore, Scandic Hotels' website publishes all information related to accessibility, making it highly convenient.

Reference: Scandic Hotels

As initiatives like those of Scandic Hotels spread in Japan, universal tourism will become more widespread.

However, some may wonder how to specifically implement these initiatives.
In such cases, the following article is recommended.

Reference: Universal Tourism for a Society Where Everyone Can Enjoy Travel! Specific Measures Required for Hotels

Reference:

3. How to Choose a Travel Agency That Supports Universal Tourism

To practice universal tourism, in addition to planning individually, you can also use a travel agency.

When using a travel agency, it is important to consider the following points when choosing which agency to use.

1. Level of accompaniment (support)
2. Richness of plans
3. Cost

First, let's discuss the level of accompaniment (support).

In regular travel, it is common for tour conductors to provide various support, but in universal tourism, check if there are support staff accompanying the trip.

Travel agencies with qualified personnel such as care workers and nurses are more reassuring for enjoying universal tourism.

Second, the richness of plans is also a crucial point when choosing a travel agency.

If there is a travel plan that addresses your specific disability, you can enjoy a trip that suits you better.

Some travel agencies offer completely tailor-made travel plans, so if you want to take your time and enjoy sightseeing without being rushed, choose a travel agency like Club Tourism, which provides leisurely trips that meet your needs.

For more detailed information on travel support services, please refer to the following article.

Reference:

Finally, the third point, cost, is also important.

According to a survey conducted by the Ministry of Land, Infrastructure, Transport and Tourism, one of the reasons for the lack of increase in universal tourism is the high cost, and travel that addresses this tends to be expensive.

Therefore, check whether there are plans available that allow for travel at a lower cost.

Especially when using options, compare the costs with other companies to see how much it will cost.

4. Challenges and Paths to Overcome in Universal Tourism