“GREEN JOURNEY” is a cross-sector co-creation initiative that promotes sustainable tourism across Japan through collaboration among industry, government, and academia. Led by Nissan Motor Corporation and Nippon Travel Agency, the project brings together more than ten organizations, including corporations, local governments, and universities.

Under the concept “Kind to the environment, rewarding to local communities, and enjoyable for travelers,” GREEN JOURNEY develops travel programs and experiences in partnership with the local community at travel destinations. The goal is to make sustainable tourism easy and accessible for everyone—while encouraging the use of environmentally friendly electric vehicles and supporting regional revitalization.