Learn more about Sunrise Tours!
JTB Sunrise Tours History
JTB was originally founded in 1912 on the premise of promoting travel to Japan by overseas visitors. In 1964, in conjunction with the opening of the Tokyo Olympics and Japan’s main Shinkansen (bullet train) line, JTB decided to establish Sunrise Tours in 1964. Since then, it has been helping visitors from around the world navigate through Japan.
Sunrise Tours Timeline
|1912||Japan Tourist Bureau (JTB) is founded in cooperation between the government and the private sector to promote travel to Japan by travelers from overseas.|
|1964||Sunrise Tours is created in March 1964.|
|1968||In October 1968, sales of Sunrise Tours Orient begin.|
|1972||Sunrise Tours begins its first series of multi-language bus tour, the Sunrise Polygot Tour.|
|1984||In April 1984, Sunrise Tours serves more than 3 million customers.|
|1989||The Kansai Sunrise Center opens. In July, Sunrise Tours reaches the 4 million customer mark.|
|2001||In August 2001, sales of Sunrise’s multi-language Moderno Classico tour series begin.|
|2003||In May 2003, Sunrise begins sales of its Shinkansen accommodation and rail packages (the Shinkansen Tours).|
|2005||JTB Global Marketing and Travel is established. Sunrise Tours develops a special Shinkansen tour for the Aichi World Fair.|
|2007||Sunrise Tours develops Hands-On Japan, a tour series allowing customers the chance to experience Japanese culture including traditional tea ceremonies, ninja and samurai, and sushi.|
Sunrise Tours takes the environment very seriously. It realizes that green tourism begins with the little things. Instead of allowing its buses to idle their engines between sightseeing points, polluting the air with CO2, Sunrise Tours has its drivers turn off the engines. It also prints all of its tour brochures on recycled paper with Soy Ink and has recently included two new tours to its tour lineup, focusing on exploring the environmental aspects of Japan.
Sunrise’s Commitment to Green Tourism
Sunrise Tours’ parent company JTB Global Marketing & Travel is committed to promoting cultural exchange through travel to Japan and contributes to the development of local societies and travel related organizations. Global Marketing & Travel aims to ensure that Japan’s natural environment, and historical and cultural heritage are passed on to future generations by creating tours providing you with the opportunity to discover and learn about the country of Japan.